In keeping with the spirit of Bench Barber in achieving aspirations and kickstarting the dreams of many men and women across the globe, the brand launched by collaborating with Mark Bustos during one of his trips back to the Philippines for an unlikely experience — by bringing him to a correctional facility for abandoned and delinquent boys.

Mark Bustos got to know the stories of the boys — children who have resorted to robbery, and violence to scrimp and get by — right before giving them a haircut to help give them the fresh look and fresh start that they want and need in life. The moments they had were all captured into a film that Bench hopefully would convey a message of compassion, human dignity and more importantly, hope for these children and other people in need, and inspire generations to do great things with simple acts of kindness.

The film was premiered during the December 10, 2016 Bench Barbers launch, making the event an instant success. The campaign was eventually released on the official Bench Lifestyle Facebook page and has received more than five million views in just a few days — making it the most-viewed non-celebrity video in Philippine retail.