MANILA, PHILIPPINES — In a category long defined by limitations, Pomelo and BBDO are challenging convention this Christmas with a film that brings a new spirit to connecting families across borders. The innovative international money transfer app isn’t just helping Filipinos send money home – it aspires to imagine what’s possible when you start with abundance rather than scarcity.
The campaign, the first work from BBDO Guerrero for its newest client, tells the story of Jacob, a young boy in the Philippines being raised by his grandmother while his mother works in the United States. Unlike traditional narratives that focus on sacrifice and separation, Jacob’s story reveals how technology can amplify the ways families share love, even across oceans.
David Guerrero, Creative Chairman at BBDO Guerrero, shared: “Pomelo had a powerful insight, that we could take the difficult story of an OFW, and the tension inherent in sending money home, and instead …