HISTORY
1978: Anak by Freddie Aguilar, a song about parents’ love for their children was released. It became the biggest Philippine hit, translated into 26 languages. At the same time, thousands Filipinos left their families to find opportunities overseas. This phenomenon created generations that have grown up without their parents.

2018: Today, those generations, now grown-up from all over the world, expresses gratitude for their parents’ sacrifice through the same song, but in the form of a music video. It is a campaign by Bench,  a Philippine fashion retail brand.

As global brands like Uniqlo, H&M and Forever 21 continue to replace local retailers, Bench, created a film to uphold its promise: #LoveLocal.”

EXECUTION
Bench identified children from around the world and sent a #LoveLocal kit, a guide on how to record and video themselves. Finally, the videos were stitched back together.

It became Bench’s farthest-reaching crowdsourcing campaign in history.

27.3M reach
100% positive brand sentiment
41% sales increase in Bench online store
60% sales increase in Bench physical store

Strengthened its position as the #1 local brand among Millennials. (Source: YouGov BrandIndex 2018)

Still the #1 Philippine fashion brand in Asia. (Source: Campaign Asia’s List of Top 1,000 Asian Brands)