2016 Winners & Shortlists

The Campaign

With 84% of its population being expatriates, the UAE is a melting pot of different cultures. Whether it’s at work or at home, lunch or dinner, weekends or holidays, summer or winter, Filipinos are always seen grouped together. This “wolf-pack” mentality is linked to the “tropa” (Tagalog for “troop”) culture, which makes Filipinos stick together not only because it gives them a sense of being close to home but also because a tropa will always be your closest friends for life. Using the above insight, a film launched du’s Filipino Bundle, a plan that is tailored to help Filipinos stay in touch with friends and family through unlimited chat, free calls and fee SMS. A product of predominately Filipino talents, the film featured culturally relevant comedy set in one of the community’s most popular hang-outs, the Satwa basketball court. Twisted Martinez, a popular 90s Filipino rapper who now lives in the UAE, was cast as the hero. The film was energized by a soundtrack especially composed by Twisted Martinez and Mike Fillon, singer of Dubai-based rock group Sandwash. The song was produced by popular Dubai-based beatmaker Lucky Schild. The song put a comedic yet positive spin on how being part of a Tropa means always sticking together.

Creative Execution

The film was energized by a soundtrack especially composed by Twisted Martinez and Mike Fillon, singer of Dubai-based rock group Sandwash. The song was produced by popular Dubai-based beatmaker Lucky Schild. The song put a comedic yet positive spin on how being part of a Tropa means always sticking together. Popular demand led to the soundtrack being released online as a free download, along with a music video.