BBDO Guerrero / Proximity Philippines has launched a new hard hitting TV campaign for the charity Child Hope. There are over 300,000 homeless children in the Philippines. Many are born of drug-addicted parents, live their life on the streets, and have to beg and scavenge for food. So, the strategy for this campaign was to emphasise that these kids, through no fault of their own, have never had a chance at life. The TV spot shows a place where childrens fates are sealed by a random combination of lottery balls. Will they have a good upbringing and lead a stable happy life, or will they lose lifes lottery, be born into poverty on the streets of Manila and die young?
Brand: Child Hope Title: Lottery Agency: BBDO Guerrero / Proximity Philippines Director: Joel Limchoc Creative Director: David Guerrero Creatives: Al Brown & Algy Sharman