|Client||CHILDHOPE ASIA PHILIPPINES|
|Category||A16. Public Service, Charity & Fund Raising|
|Product/Service||CHILDREN'S CHARITY |
|Entrant Company:||BBDO GUERRERO/PROXIMITY PHILIPPINES Makati City, THE PHILIPPINES|
|Advertising Agency:||BBDO GUERRERO/PROXIMITY PHILIPPINES Makati City, THE PHILIPPINES|
|Production Company:||REVOLVER STUDIOS Makati City, THE PHILIPPINES|
There are over 300,000 homeless children in the Philippines. Many are born of drug-addicted parents, live their life on the streets, and have to beg and scavenge for food.
So, our strategy was to really emphasise that these kids, through no fault of their own, have never had a chance at life.
The TV spot shows a place where children’s fates are sealed by a random combination of lottery balls. Will they have a good upbringing and lead a stable happy life, or will they lose life’s lottery, be born into poverty on the streets of Manila and die young?