The grand celebration was hinged on 'inclusivity' much like a well-knit family, united by common experiences. Everyone, from A-listers to ordinary Filipinos participated in the multimedia celebration. Instead of an exclusive deal, we ingeniously partnered with the two biggest networks bringing the films to four major screens: TV and cable, free cinema (a first) and internet and mobile TV.The celebration kicked-off with a grand launch featuring the country’s major celebrities and Nestlé endorsers in the biggest program sponsorship ever. To promote the films we produced TV plugs featuring the actors plus customised vignettes with celebrities sharing their own personal stories of growing up with Nestlé.

The short films were shown in cinemas across the country for free enabling the public to watch and vote for their favorite Kasambuhay film which later on aired as a 2hr special on primetime television. All this was made possible through our media partnership.

6.2M Filipinos were able to watch the films in Cinemas, TV and online. 50% participated in voting for their film of choice during the free movie weekend.Media partners generously gave Php 350 million worth of media values in support of Nestlé’s unique 100 years celebration, which ordinarily would have been charged to the Client. We also generated an additional Php 10M worth of earned media both online and offline for the campaign. Post-campaign results showed a significant increase in Nestlé Philippines positive image attributes, achieving for Nestlé the highest trust ratings ever at 81% versus previous year.