DMA Marketing’s

A etwork, nc ’s A wholly-produced T mini- sine for o ucky oda rackers, Hating Kapatid, made it as finalist in an international ad ertising festi al

roduced by A arketing and roductions, nc with olumbia nternational ood roducts, nc , it is among the 7 hilippine entries to oin the 1,474 finalists in this year’s Ad tars nternational Ad ertising esti al

Hating Kapatid is the only ilipino etwork-produced finalist in Asia’s biggest ad festi al mounted by the outh orea-based awardgi ing organi ation that recogni es e emplary ad ertisements worldwide

ore than a hundred ad ertising professionals from 44 countries participated in the preliminary udging of o er 1 , competing entries from 7 countries

Hating Kapatid, which debuted on A’s free-toair channels last o 1 , 11 as part of ’s si th Christmas Short Film Festival, tells the story of motherless, school-aged brothers who had to take turns wearing an old pair of school shoes and pushing a cartload of eggies to sell oth brothers, whose father is ill, ha e become income earners too early for their age

A sari-sari store owner, who has become one of their regular customers, feeds them with a pack of branded crackers, which they shared The amaritan-like lady also gifted the boys each with a new pair of shoes, and in ited them o er for Noche Buena, including their sick father, on hristmas e

irector ouie gnacio said of his masterpiece, Hating Kapatid is an inspirational short film that when watched, it’s impossible you wouldn’t feel it’s hristmas

president and i elle aralag said that the campaign worked so well for the newly-launched brand t hit the audience straight at the heart The mini- sine had such a powerful impact because, more than its promotional slant, it raised the social awareness of ilipino