Lessons in a can

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Through a troika of compelling and relatable short films, the campaign aims to present heartwarming everyday slice-of-life narratives that every Filipino can relate to

Peek into the pantry of any Filipino home and you will find a can of sardines — the all-time favorite mealtime fare of Filipino families.

Need a hearty breakfast to start off your day? Pop a can of sardines. Paired with sinangag or bread, made into an omelette, sautéed with your favorite veggies or simply eaten straight from the can. Sardines are so versatile and easy to prepare that no kitchen should ever be without it.

Because sardines are a staple at mealtimes, it is witness to the happy chatter and precious bonding moments shared by Filipino families at the dining table.

This priceless custom is what comes to mind as Mega Sardines recently launched its new digital campaign and promise of #MegaGandaAngBuhay, a world play on “May iga-ganda ang buhay.” Through a troika of compelling and relatable short films, the campaign aims to present heartwarming everyday slice-of-life narratives that every Filipino can relate to.

Its debut short film titled “Tipidity,” for instance, features the story of young newlyweds (played by Karl Medina and Kia Del Rosario) who, accustomed as they are to their easygoing lifestyle, are suddenly overwhelmed by the financial responsibilities that couples may hurdle.

“TIPIDITY” and the rest of the #MegaGanda AngBuhay shorts aim to present everyday slice-of-life narratives that Filipino families can relate to.

While enjoying delicious and affordable Mega Sardines, the newlyweds realize that they need to watch their daily expenditures to make ends meet.

Director and public relations specialist Chris Cahilig, who is the director behind a slew of viral, award-winning short films for various brands, notes that “Tipidity” and the rest of the shorts hit close to home as they “cast a new light on timeless Filipino themes and values through humor, sentiments, or a perfect blend of both.”

“(The film) imparts a message of optimism, passion and resilience as it narrates the story of the ordinary Filipino in a contemporary and extraordinary way,” Cahilig says. “‘Tipidity’ is all about having a positive mindset—one that assures us that even when the present times call for practicality, we can live an easy, comfortable and good-quality life through simple and doable means.”

KIA Del Rosario breathes life into a fun, quirky and very relatable character in the series.

Two more inspiring short films — “Adulting” and “First Day” — are going to be launched during the final quarter of the year. The videos can be viewed on MEGA Sardines’ official Facebook page.

“Tipidity” was made possible by Tiu Lim Foundation (executive producer), Rommel Sales (cinematography), Yuji Gonzales (screenplay), Alec Figuracion (offline editor), Kenneth Amparo (online editor), Melai Entuna (line producer), Clark Lopez (assistant director), Kat Salinas (sound design), Richard Gonzales (scoring), Yani Bautista (production manager) and Johanna Evangelista (production coordinator). It was shot at Amaia Skies, Sta. Mesa.

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