For the first time in a very long time, inspiring stories come to life in an all-new corporate campaign for Shell entitled Touching Lives. To better inform the external publics, Shell in the Philippines launched a tri-media campaign that showcases four key programs such as the 'Gas Mo, Bukas Mo' program for forecourt attendants, the Sanayan sa Kakayahang Agrikultura, the Shell Gawad Kalinga, and the La Mesa Watershed Rehabilitation. From being recognized as a major contributor to society, a technology leader, innovator and maker of quality products, now we are a company with a big heart who does its share in social progress, stability, and nation building. The 60-second TV commercial heralds inspiring stories that remarkably gave new hope as well as energised progress, stability, and nation building. The campaign started on May 14, 2006 for the external publics to appreciate the social and environmental programs of Shell. An internal launch for Shell employees was also staged on May 12, 2006 at the Shell House in Makati City.
During the internal launch, Shell companies in the Philippines Country Chairman Edgar Chua shared with the staff and guests Shell's journey from leaving the Philippine Basketball Association arena towards intensifying social development programs to empower the people and the communities. Chua said: "This (new corporate ad campaign) is not just our operating performance but it defines who we are as a company and how we contribute to nation building. As a responsible company, Corporate Social Responsibility is not an activity which is separate from how we do business but is part of doing business for Shell. We must be seen as a company that looks after the welfare of not only our staff but also reaching beyond the borders of our company and our operations. The feeling of satisfaction is great when you see that you have touched people's lives in a very positive way and the small things we do are actually big things for other people."
A significant part of the launch was the handover of donation to Gawad Kalinga Executive Director Tony Meloto. The donation will be used for the rehabilitation of Guinsaugon, Southern Leyte that was ravaged by a landslide early this year. Meloto said: "on behalf of the typhoon victims of Southern Leyte, I want to thank all the personnel and the entire Shell organisation for this generous contribution. This is important because Shell helped power the bandwagon for nation building. Gawad Kalinga has become the vehicle. The bigness of Shell provided the viability of our vision: "no more squatters, no more slums" - because we're going to transform this country, community after community." Pilipinas Shell Vice President for External Affairs Romeo De Guzman joined Chua during the turnover of donation to Gawad Kalinga.
The new Shell Corporate Campaign is an honest revelation of how Shell has touched the lives of our recipients. Clearly, their gratitude shines through as they willingly gave their best. As the jingle goes, "we know we've turned the key...we see a smile, we're home free". The New Thinkers Company represented by Clarry Dytianquin and Celina Matias conceived the TV commercial and directed by Ms. Sockie Fernandez, a multi-awarded director. Cinematography was by Shane Sarte. The entire commercial was shot using 16mm film in four key locations: Shell Gawad Kalinga Village in Batangas, a farmland in San Vicente, Laguna, La Mesa Watershed, and SLEX Shell station. Post-production work was done in Optima.
Gerdie Francisco, a Berkeley graduate, composed the jingle music and arranged by Juan Miguel Salvador. New Thinkers Company wrote the lyrics. Mixing was done in Adfarm. The print campaign was shot simultaneously with the TV production with Jun Montefar as photographer. [Jun Jay G. Jimenez]
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