Mcjim breaks boundaries with 3 heartwarming viral videos
McJim Classic Leather’s bold strides into the realm of social media were recently validated when the brand’s troika of quality and wellexecuted short films — Pitaka
(The Wallet), Sinturon (The Belt) and Bag — not only piqued the interest of young Filipinos but also earned recognition in the field of digital marketing. This, as McJim remains true to its commitment of bringing out the best of the Filipino to the world through constant innovation.
With the now viral videos — named after the brand’s best-selling leather goods — McJim’s Get Reel online campaign straddled digital media platforms in portraying the best of Filipino ideals, in both traditional and contemporary scenarios. Pitaka honors unsung heroes
In Pitaka, for instance, the principle of fraternal love is exemplified by Kuya, portrayed by Karl Medina, who sets aside his personal dreams to provide for his younger brother, a character portrayed by 1:43’s Art Artienda. The narrative celebrates the heroism of older members of Filipino families whose good deeds are often taken for granted.
Pitaka’s out-of-the-box initiatives appear to have paid off as this first outing in McJim’s three viral videos has garnered 25 million views and counting — and received nominations in various international film festivals in Italy and the US, namely the San Mauro Torinese International Film Festival 2018, Cefalu Film Festival in Palermo, Diwa Filipino Film Showcase of Seattle 2018 and Culture of Life Film Festival 2018 in Memphis City.
Sinturon: Ties That Bind
In the wake of Pitaka’s success is Sinturon, a short film about how a marital relationship is put to the test when sparks fly between the husband Joseph (Kiko Matos) and his wife’s alluring friend May (Mercedes Cabral).
Still, fidelity wins over short-lived attraction in this story that is told with wit and humor, and which couples that deal with the tricky issues of married life can relate to.
After Sinturon was released in November last year, its “relatability” created such a buzz on social media that it reaped 10 million organic views in just one week — and generated enormous sales for McJim during that particular holiday season. Bag — not your typical love story
Triumphantly capping off the trilogy is what McJim considers its best collaboration with Chris Cahilig, the director and producer of the three videos, Bag, an LGBT-themed short film that is trending on social media. With the tagline “real friendship knows no gender,” the stereotype-breaking Bag follows the story of an openly gay young professional Paolo (Ross Pesigan), whose heart is repeatedly broken by men he loves. After a series of breakups, he finds comfort and refuge in his straight best friend Carlo (Wayne Avellano), who makes him feel that not all soulmate relationships are romantic by nature.
Netizens are expectedly all praises for Bag’s bold and honest depiction of a straight-gay friendship, with viewers tagging their straight or gay best friends in the comments section and leaving words of gratitude for the affirmative story.