Unilab is the leading pharmaceutical company in the Philippines and is the maker of most of the top OTC brands in the country. The problem is that many consumers do not associate the individual brands they use and trust with the corporate brand, which is Unilab.

The other challenge faced is that pharmaceutical ads tend to have low recall and engagement because it is the intrinsic nature of the category. You actually have to be ill to be interested in a pharma ad.

The task was to create an emotional bond with the customers by increasing recall and engagement.

This is a story of a mother’s journey in raising and taking care of her son. What makes this particular story unique is this mother’s challenge of dealing with a son who seems to be “different”. Despite battling with self-doubt and hardships, the mom tries her best to unconditionally love and nurture his son. So she stays by his side no matter what.

Through it all, the mother was able to show her love and concern for her son as well as care for herself with all the medicines of Unilab helping her along the way.

In the end, to her surprise, all that she did for her son, her sacrifices and even her little gestures of love were apparently appreciated by her son. All of which was captured in a masterpiece inspired by his mother.

To drive engagement, we told the story of a mother and how she was able to overcome hardships in raising her son with the help of Unilab.

The video was launched in Facebook and Youtube to drive engagement and shareability.