Piolo Pascual, Inigo Pascual, Enchong Dee, Matteo Guidicelli, and Charo Santos-Concio head a deeply personal campaign dubbed “Kaakbay: Stories of Lifetime Partnerships.”
At the center of the campaign is a set of videos which shows how their lives were made brighter with the help of their respective lifetime partners, who believed in them, supported them, and inspired them.
“It was a very emotional experience,” Enchong confessed. “When I saw the finished product, I couldn’t help but cry.”
Matteo had the same sentiment. “This is as real as it gets. The authenticity of emotions was clearly captured in the videos, and I look forward to sharing it with everyone,” he said.
Charo marveled at the experience of sharing her own story. “Seeing an important part of my life immortalized through the video brought back so many memories that I share with my lifetime partner,” she said. “It was unnerving at first but in the end, it was a beautiful way to pay tribute to someone who impacted my life in so many ways.”
The videos are co-created with Sun Life Financial that hopes to encourage Filipinos to find that partner who will help them shine to their full potential.
Sun Life Chief Marketing Officer Mylene Lopa emphasized that all the brand ambassadors are long-time Sun Life clients as well. “This brings truthfulness to their testimonies of having found a lifetime partner – a ‘kaakbay’ – in Sun Life in their financial journey,” she pointed out.
The “Kaakbay” videos will be posted on Sun Life’s Youtube channel, @SunLifePH, with a new one premiering every week beginning July 13. Those who will watch the videos will get a chance to win a trip for two to Singapore by sharing their own stories of lifetime partnership on the brand’s social media platforms. The full mechanics are on Facebook.
The soundtrack for the campaign, also titled “Kaakbay” written and performed by Inigo himself, will soon hit airwaves nationwide, while its music video will be shown on Myx.”
It’s a song you can dedicate to an important person in your life,” he said. “We don’t always tell our loved ones how much we appreciate them, but I hope that this song and our own ‘Kaakbay’ videos will inspire everyone to express just how much their loved ones mean to them.”