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Web Film
BPI Pamana: BPI Pamana's "Baon"
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7 out of 10 Filipinos do not have a bank account because they think they can’t afford it. So we changed the way Filipinos perceived savings accounts -- by telling them it was a way to leave a legacy. That was how we launched BPI Pamana - A savings account and insurance in one.
The campaign used the concept of baon—items that parents prepare for children to bring with them—to show its audience that saving for the future wasn’t just for them; it was for their family. BPI Pamana launched with a short film entitled “Baon,” which was about a mother, a daughter, and a red lunchbox that symbolized the desire to foster the family’s future. More than 12,000 BPI Pamana Savings were opened. The year’s target was reached in just 6 months, with 25% of customers opening a bank account for the very first time. The short film was shared nearly 25,000 times, gaining over 76,000 reactions and 2.4 million views.
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