Saturday, February 11, 2017

95. DEVELOPMENT BANK OF THE PHILIPPINES: “BUHAYIN MULI” Values Campaign, 1987-89

Development Bank of the Philippines (DBP), founded in 1935, is the country’s premiere development financial institution that has been at the forefront of  nation-building, It helps critical industries and sectors,  promotes countryside entrepreneurship  to advance the progress of communities and improve the lives of Filipinos.

In 1987, Development Bank of the Philippines  rolled out a memorable institutional campaign that highlighted core Filipino values such as “katapatan” (honesty), “kasipagan” (hard work),”kalinisan” (cleanliness), “delicadeza” (sense of propriety), and “palabra de honor” (word of honor). A year later, these values came alive in a series of “Pamilyang Uliran” (model family) story ads.

The campaign evolved into several dramatic true-to-life commercials that ran through the early 1990s, and acquainted the audience with the success stories of Narda Capuyan (handwoven ethnic products) and Virgilio Dytuco (furniture) who founded their homegrown businesses from scratch and grew them into large scale enterprises , with the help of DBP. They became inspiring models for self-employment and job creation.

WATCH DBP "Palabra de Honor" TVC HERE:

The very Filipino approach in advertising (they were all voiced in the national language) earned for DBP several prestigious awards from the Catholic Mass Media Awards, Philippine Board of Advertising, Creative Guild, as well as commendations from various groups.


The well-regarded DBP "Return-to-Values"  campaigns were conceived by the legendary Herminio “Minyong” Ordoñez (+) with several creatives from Basic/Foote, Cone and Belding (FCB) that included the prolific freelance creative director Danny Almirañez, art director Rino Hernandez, visualizer Bong Gonzales and producer Ding Fernandez. The iconic voice of the ads was provided by stage-TV-movie actor Joonee Gamboa. Almirañez even directed the “Narda” TVC that won TV Ad of the Month (January) at the 1989 Creative Guild Ad of the Year.


SOURCES:
de la Torre, Visitacion. Advertising in the Philippines: Its Historical, Cultural and Social Dimensions. Tower Book House. (c)1989. pp. 194-195.
The Creative Guild, 1989 Ad of the Year Program, 
DBP Values, youtube video posted by Robbi Mercado, June 21, 2010
PHOTO SOURCES: Narda Capuyan, from Baguio Midland Courier / Virgiio Dytuco, from 


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