‘Di Ka Nag-Iisa | Johnson’s Baby
(YOU’RE NOT ALONE)
DEFINING A MOTHER NOT BY BLOOD BUT BY LOVE.
In a conservative country with traditional Catholic views like the Philippines, unconventional mothers and mother figures aren’t commonly depicted in media. They are often left feeling alone because they are not defined as “mothers” by the set standards.
On Mother’s Day, Johnson’s Baby reassured moms that being a mother isn’t defined simply by gender or blood but rather by the love they give. We launched a film honoring all kinds of mothers (LGBTQIA+ mothers, an orphanage caretaker, and even a grandmother) with a lullaby about being true to oneself - showing that true, unconditional love is thicker than blood for it trumps all rules, boundaries, and labels.
FILM
SOCIAL
RECOGNITION
Gold, Excellence in Advertising | Marketing Excellence Awards
Bronze, Film | Kidlat Awards
Best Video Narrative | Johnson & Johnson Ripple Awards
Finalist, Branded Information Videos | Mad Stars
Shortlisted, Advocacy | APAC Tambuli Awards
Shortlisted, Building Character | APAC Tambuli Awards
Shortlisted, Family Centered Brand | APAC Tambuli Awards
PRESS
CREATIVES
Wunderman Thompson Philippines
CCO: Joe Dy | ECD: Brandie Tan | GCD: Maan Bautista | CD: Liz Castañeda | ACD: Miel Soneja | Art: Bert Obien, Anna Bautista, Josef Domer | Copy: Adri Bautista, Shally Tablada, Al Gonzaga