SUB CATEGORY :

LOTUS ROOTS

COMPANY ENTERING :

WUNDERMAN THOMPSON PHILIPPINES, MANILA

TITLE :

RIGHT THE RIDE: JEEPNEYS AGAINST MISOGYNY

BRAND :

COMMISSION ON HUMAN RIGHTS OF THE PHILIPPINES

ADVERTISER :

COMMISSION ON HUMAN RIGHTS OF THE PHILIPPINES

AGENCY :

WUNDERMAN THOMPSON PHILIPPINES, MANILA

CHIEF EXECUTIVE OFFICER :

GOLDA ROLDAN

EXECUTIVE CREATIVE DIRECTOR :

CRISTINA TIN SANCHEZ/BRANDIE TAN

CREATIVE DIRECTOR :

NIÑO GUPANA/MAAN BAUTISTA

ART DIRECTOR :

ELAINE CATINDIG/MACKY SANCHEZ/GABRIELLE BALANON

COPYWRITER :

IRISH BAUTISTA/JILLIAN LIBRODO/YANNA GEMORA

AGENCY PRODUCER :

JEM LIM/TOFFEE DE GUZMAN/CAROL PE BENITO

EDITOR :

BINO SAMSON

RETOUCHER :

CHRIS CRISTOBAL/FERDIE ORTIZ

ILLUSTRATOR :

GEOFF ESTEVEZ

ACCOUNT DIRECTOR :

CARLA DADO

ACCOUNT MANAGER :

PAM BAMA

STRATEGIC PLANNING DIRECTOR :

PAM GARCIA

STRATEGIC PLANNING MANAGER :

SAM ZETHA

STRATEGIC PLANNER :

RACHELLE VALERA

FILM PRODUCTION COMPANY :

FILM PABRIKA, MANILA/ALA CARTE DIGILAB, MANILA

DIRECTOR :

CHESKA RAMOS/GILBERT BUEN

EXECUTIVE PRODUCER :

MARIVIC SAN JUAN

FILM PRODUCER :

REGINA INOCENCIO/JEM LIM/TOFFEE DE GUZMAN

PRODUCTION DESIGNER :

ADELINA LEUNG

OTHER FILM PRODUCTION CREDITS :

LIZA APUYAN/NEIL JARA/RANDY MENDOZA & TEAM/KEVIN RUTIA/ IKOY MANZANO/VOODOO INC./GERICK BUEN/GEE MACALE/ PRINCE PAGUIRIGAN/MICHAEL GUINTO

POST-PRODUCTION COMPANY :

FILM PABRIKA, MANILA

EDITOR :

GINO DELOS REYES

COLORIST :

BAREBONES INC./LESTER BRUTAS/AUDREY VELASCO/IS CARTEGENA

SOUND PRODUCTION COMPANY :

HIT PRODUCTIONS, MANILA

SOUND DESIGNER :

TARA LIM/EDDIE BOY VARGAS

SOUND STUDIO PRODUCER :

SHARON AMBAS

MUSIC COMPOSER :

MIKE VILLEGAS/JOAQUIN SANTOS

OTHER SOUND PRODUCTION CREDITS :

VIC ICASAS/LETTY SARMIENTO/JAPS CONCEPCION/LEA LARDIZABAL

CULTURAL CONTEXT EXPLANATION :

THE PHILIPPINE JEEPNEY IS A WELL-LOVED CULTURAL ICON THAT IS UNIQUE TO OUR COUNTRY. IT’S OUR MAIN MODE OF PUBLIC TRANSPORTATION USED EVERY DAY FOR DAILY COMMUTE. THE UNDISPUTED KING OF THE ROAD AND THE MOST VISIBLE FILIPINO ICON OUTDOORS. BUT BEHIND THE BRIGHT COLORS AND VIBRANT DECOR THAT MAKE IT ICONIC, LIES A PROBLEM THAT HAS BEEN OVERLOOKED FOR MANY YEARS – MISOGYNY AND SEXISM. OUTSIDE, JEEPNEYS CAN BE ADORNED WITH SEXIST DECOR. INSIDE, IT CAN GET EVEN WORSE – OFFENSIVE SIGNAGE ARE CONSIDERED FUNNY AND WITTY. MISOGYNY MUST NOT HAVE A PLACE IN MODERN SOCIETY. AND PARTICULARLY, NOT IN A BELOVED CULTURAL SYMBOL.

ENGLISH CONTEXT EXPLANATION :

THE JEEPNEY, A FILIPINO CULTURAL SYMBOL, USES SEXIST AND OFFENSIVE IMAGERY AND SIGNAGE, WHICH ARE EVEN CONSIDERED FUNNY AND WITTY. FOR EXAMPLE (THE FOLLOWING ARE ENGLISH TRANSLATIONS OF THE MOST POPULAR JEEPNEY SIGNS) IF YOU’RE SEXY, SIT NEXT TO ME./ MISS, YOU CAN HAVE ME. BUT NOT MY MONEY./ DIFFERENT POSITIONS STRENGTHEN RELATIONSHIPS./YOU WERE SINGLE WHEN YOU GOT DRUNK, AND PREGNANT WHEN YOU WOKE UP./ IF YOU’RE UGLY, YOU MAY HANG ON TO THE BACK. IF YOU’RE SEXY, YOU MAY SIT INSIDE. IT’S TIME TO RIGHT THE RIDE: WHAT’S TRULY SEXY IS RESPECT FOR EVERYBODY./ MISS, CLAIM THE RESPECT THAT BELONGS TO YOU./ THE BEST RELATIONSHIP ADVICE: EQUALITY./ YOU WERE SINGLE WHEN YOU GOT DRUNK AND SAFE WHEN YOU WOKE UP./ IF YOU’RE A MAN, YOU’RE STRONG. IF YOU’RE A WOMAN, YOU’RE STRONG.