Kythe is a nonprofit foundation that works for a comfortable and enjoyable environment for children with cancer. While the hospital is well-supported and visited during the holidays, they wanted to encourage people to visit during the rest of the year.
Our strategy was rooted on the idea of celebrating life. Many Filipinos consider their birthdays as milestones that must be met with a meaningful celebration. There was, however, a shared sentiment of dread towards birthdays among discontented, middle-aged individuals. This was put in paradox with the optimism at the Kythe hospital, where children look forward to every single day that comes their way.
To communicate this idea, the same lines were read by two different and contrasting characters - a depressed adult and an optimistic child at Kythe.
Client : Kythe Foundation
Agency : JWT Manila
ECD : Dave Ferrer
CD: Joe Dy
Copy : Katrina Encanto
Account Manager : Golda Roldan
Planner : Pam Pacete
Producer : Maika Zialcita
Production House : Hit
Bronze, Cannes Lions Advertising Festival
Finalist, Spikes Asia
Best Work, JWT Worldwide Creative Council