product
2002 print series (part of campaign)

creative director
jojo soria de veyra

art director
norman tioco

writer
jojo soria de veyra

illustrator
norman tioco

photographer
jun montifar

photo shoot casting
& director
nestor pamintuan

client
seaoil

 

note: the below constitute the print series of the campaign with the original poetic
lead-in "saan ka man darating . . ." that appeared in client's 2002 corporate calendar.
client later insisted on "saan man ang nais mong marating . . ." for the supplement ad
and print ad series. citing the difference between "nais" (hope) and what the visuals
would represent (everyday places we arrive at), masterminds' creatives considered it a
failure on agency's part to be vehement about client's wrongness and possible
embarrassment with the public. creatives came to such a level of grief over this
that it would even lament the city's damaged linguistic culture, with this city's citizens'
seeming alienation from their own language, knowing not the difference between
farmers' tagalog and drivers' tagalog. the lead-in would be farmers' tagalog,
the headline "hatid ka namin" more of a driver or street tagalog (as in "saan
ka pare? 'lika, hatid na kita."). coke's "sarap ng buhay" is street tagalog
compared to a more formal or otherwise rural/academic/official/etc.
"o, kay sarap ng buhay," which coke refused.

 

 

mother ad: sustaining series: 1 2 3