P&G teams up with Campaigns & Grey Manila to launch the first crowd sourced national song
“For a New Philippines all must be as one!” is the call made in “The Kayanihan Project” conceptualized by Procter & Gamble Philippines and Campaigns & Grey in answer to President Aquino’s message to Filipinos to unite in positivism and contribute to a national project for continuing progress.
The campaign launched on 20th September, involves two components: a music video that aims to rouse national pride and mold a strong and upbeat national psyche and an initiative to enable Filipinos to display the bayanihan spirit. It harnesses the power of crowd sourcing to enable the participation of the broadest range of Filipinos across sectors to producing the first music video co-created by the Filipino people.
As Filipinos are famously known for their musical talents, music was the natural selection to help strengthen social bonds. Using the melody of “Kay Ganda Ng Ating Musika,” the public was invited to contribute lyrics that express how they feel their lives are better today. Ryan Cayabyab, Regine Velasquez, Gloc 9 and Itchyworms collaborated to create a new song from the entries.
A fresh arrangement was applied to the music to make it current and more inspiring. Next, the public was again engaged to send photos and videos of themselves singing the song. Contributions were edited into a seamless music video featuring Filipinos from all walks of life – together with artists and celebrities, and representatives of government, business, civil society and special sectors – singing the same song. Thus, the treatment itself is part of the message of the campaign.
Airing of the music video will be coordinated by the Ad Foundation and made possible through relay sponsorships. Corporate and other donors are being tapped to help keep the campaign going. Again, in this aspect, the campaign is fueled by cooperation and collaboration creating a platform for people to continue contributing in their small way beyond the life of the campaign.