SUB CATEGORY :

RETAIL

COMPANY ENTERING :

PETCH, MANILA

TITLE :

RESOLUTIONS

BRAND :

MAX'S RESTAURANT

ADVERTISER :

MAX'S GROUP INC.

AGENCY :

PETCH, MANILA

CHAIRMAN :

ANDREW PETCH

CHIEF CREATIVE OFFICER :

ANDREW PETCH

CREATIVE DIRECTOR :

RACHEL VILLANUEVA

COPYWRITER :

RACHEL VILLANUEVA

ART DIRECTOR :

JEREEK ESPIRITU

ACCOUNT DIRECTOR :

LULU MERIGUET

FILM PRODUCTION COMPANY :

FILM PABRIKA, MANILA

DIRECTOR :

JOEL LIMCHOC

CINEMATOGRAPHER :

DIX BUHAY

PRODUCTION DESIGNER :

ADELINA LUENG

EXECUTIVE PRODUCER :

PHOEBE NEDIA/JING LOPEZ/MARIVIC SAN JUAN

FILM PRODUCER :

JEM LIM/ROBERT SENA (JUST ADD WATER)

POST-PRODUCTION COMPANY :

RIOT, MANILA

EDITOR :

BIEN FELIX

COLORIST :

MUSSE CRUZ (BAREBONES)

SPECIAL EFFECTS COMPANY :

RIOT, MANILA

2D :

DARYLL APAGA/RAYMOND RIC TAN/MIKE VALDEZ

3D :

DONDI FERNANDEZ/GEODI SAN PEDRO/JOEY MARIANO/JEM MAGAY

SOUND PRODUCTION COMPANY :

HIT PRODUCTIONS INC., MANILA

SOUND DESIGNER :

BOGS JUGO/TARA LIM

MUSIC COMPOSER :

ROBBIE FACTORAN

ENGLISH SYNOPSIS :

MAX’S RESTAURANTS HAVE BEEN CATERING TO FILIPINO FAMILIES SINCE 1945. AND IN 2012 THEY WENT GLOBAL WITH RESTAURANTS IN THE US, CANADA AND THE MIDDLE EAST. IN OCTOBER 2018 WE LAUNCHED MAX’S NEW BRAND CAMPAIGN: “EVERY KIND OF FAMILY. EVERY DAY TO THE MAX" WHILST FAMILIES AND GROUPS IN THE PHILIPPINES AND ACROSS THE WORLD ARE UNITED INTERNALLY BY THEIR SHARED RACE, CULTURE,
SUB-CULTURE, RELIGION, BELIEF, SPORTING TEAMS OR INTERESTS - THEY ARE OPPOSED TO OTHER FAMILIES AND GROUPS WHO DO NOT SHARE THESE IN COMMON. THROUGHOUT HISTORY THIS HAS CAUSED, WAR, VIOLENCE, HATED, RACISM AND BIGOTRY. SO FOR THIS FILM IN THE CAMPAIGN WE DEPICTED POWERFUL AND BEAUTIFUL RESOLUTIONS BETWEEN THESE OPPOSING FAMILIES AND GROUPS. AND BECAUSE WE WERE AIRING ON NEW YEAR 2018/2019 THERE’S WAS NO BETTER TIME TO ASK EVERYONE TO ACTION THESE RESOLUTIONS. HENCE THE MESSAGE: “NEW YEAR IS FOR RESOLUTIONS.”

ENGLISH CONTEXT EXPLANATION :

RACE, RELIGION, SEXUAL PREFERENCE, POLITICAL BELIEFS, ECONOMIC CLASS, LOYALTIES AND OPINIONS. IT CAN UNITE A FAMILY OR GROUP. BUT IT CAN ALSO PUT THEM AT OPPOSITION WITH OTHER FAMILIES/GROUPS UNITED BY DIFFERENT CHOICES TO THEIRS. THROUGHOUT HISTORY GLOBALLY, THIS HAS CAUSED WAR, VIOLENCE, HATED, RACISM AND BIGOTRY. MAX’S RESTAURANTS ARE NO LONGER JUST IN THE PHILIPPINES. THEY NOW HAVE STORES ACROSS THE USA, MIDDLE EAST AND CANADA. SO, WE SAW THIS AS AN OPPORTUNITY TO TAKE OUR MESSAGE TO OUR CUSTOMERS ACROSS THE WORLD. PLUS, AN OPPORTUNITY TO SEND THE WORLD “A MESSAGE OF POSITIVE CHANGE” AT A TIME WHEN THE WORLD WAS ACTIVELY THINKING ABOUT “MAKING POSITIVE CHANGES”: NEW YEAR’S EVE/NEW YEAR.