woman
coca-cola
The phrase "Kababae mong tao..." has long been used as a discriminatory statement, aiming to confine Filipinas within societal expectations dictated by a patriarchal structure. However, in recent years, Filipinas have been actively challenging these gender norms. Despite notable progress, there remains a significant journey ahead in eliminating gender biases within the country. Coca-Cola has played a pivotal role in empowering Filipina entrepreneurs by fostering economic opportunities through their 5by20 program. In celebration of International Women's Month, we crafted a film that reclaims the "Kababae mong tao..." phrase, highlighting and celebrating the capabilities of women.
In my role as the Account Manager, I supported the Group Account Director throughout the shoot and post-production phases. My responsibilities primarily included addressing all builds and feedback from both the creative team and the client, as well as overseeing the film's compliance process for clearance to air.
PRESS
Adobo Magazine | Campaign Spotlight: ‘Kababae Mong Tao’ film by Coca-Cola challenges unconscious biases against women
Coca-Cola’s simple yet powerful online film advocates for uplifting women and fighting against gender biases. The film features women from different walks of life who choose to challenge societal norms by showing how their perceived ‘faults’ are actually their strengths. As such, the film celebrates the very traits that make them who they are whether it is a ‘brusko’ drummer, a ‘palaban’ photojournalist, and more.
Campaign Brief Asia | Coca-Cola Philippines International Women’s Day film via dentsu Jayme Syfu challenges the negative biases made towards women everyday
In Coca-Cola Philippines latest film via dentsu Jayme Syfu, women are confronted with real-life situations that box women into stereotypes — from phrases such as "Kababae mo’ng tao, ang brusko mo” (You’re a woman, but you act so rough) or “Kababae mo’ng tao, palaban ka” (...)
Rappler | WATCH: ‘Kababae Mong Tao’ film by Coca-Cola challenges unconscious biases against women
In celebration of women’s month, Coca-Cola redefines what it means to be a Filipina and supports this advocacy by promoting gender equality within and beyond the company.
Lifestyle.INQ | ‘Kababae Mong Tao’ film by Coca-Cola challenges unconscious biases against women
Coca-Cola Philippines believes that the place of a woman is anywhere and anything she wants to be. And this Women’s Month in the Philippines, Coca-Cola is reappropriating ‘Kababae mong tao…’ by re-telling and re-casting the narrative in an inspiring way.
CREDITS
Agency: Dentsu Jayme Syfu
Executive Creative Director: Merlee Jayme
Associate Creative Director: Soleil Badenhop
Art Director: Chary Chu
Client Services Director: Edg Samson
Group Account Director: Chin Taguines
Strategic Planning: Diday Alcudia