Dentsu Jayme Syfu Philippines launches National Coming Out Day celebratory film with colourful cakes and an HIV advocacy
On National Coming Out Day (October 11), The Cakeshop by Sonja in Manila and its beneficiary LoveYourself Foundation, celebrated with the LGBTQ community through the launch of its “My 2nd First Birthday” campaign.
The advocacy aims to celebrate the second time a person recognizes his/her/their new gender identity in a bid to renew lives, push for acceptance, give pride and celebrate genuine love in society. The recently unveiled campaign launched a short film featuring celebrity fashion stylist, Vince Uy, and introduced a special line of cakes, which features designs and colors inspired by the LGBT community.
Sonja Ocampo, the bakeshop’s owner and founder, shares her view on this unique colorful day: “I think ‘2nd first birthday’ is just us owning who we are whoever that is – I mean we try sometimes to hide that part of ourselves but we forget that that’s what makes us unique is just about celebrating that one and fully accepting who we are and being proud of it. All the cake designs are interchangeable, what matters is obviously the inside which would represent the particular flag for that particular gender that you want to reveal about yourself”.
Paul Junio, the Digital Strategy / Brand Management Head from LoveYourself Foundation, a community that advocates pride and self-love said: “The campaign celebrates the diverse identities of the LGBT community. It gives us the chance to affirm our commitment to acceptance and inclusivity in our society. I feel this campaign will further normalize conversations about people celebrating their unique identities to the point that they don’t need to have a ‘coming out’ moment anymore”.
The special line of cakes introduced by Ocampo were creatively inspired and diversely representing the LGBTQ community. Included in the line-up are: “O-Gay Cake”, a chiffon layered cake with a surprise of chocolate nibbles inside; the “Les-bi honest Cake” which is slathered with marshmallow icing; and the “BI-the way”, “Transtastic” and “Queerly beloved” which are pound cakes covered with thick butter cream with colorful layers inside representing the different LGBTQ flags. A portion of each sale of the cakes will go to LoveYourself Foundation in their mission to provide aid to HIV+ patients.
Apart from the cakes, Dentsu Jayme Syfu celebrated its own true colors by launching a vertical film. Directed by the agency’s Chairmom Merlee Jayme the video showcases the birthday celebration of different individuals across all genders. This short film embraced identities, true to the purpose of National Coming Out day. Famed influencer and stylist, Vince Uy, was also involved in the short film.
Ocampo reiterates her vision for her bakeshop, “We try to be inclusive. It’s our business towards our customers, (and) we try to welcome everybody. We want to encourage them to be themselves and to find the things that make them happy. I’m proud that we could help in our own little way”.
“Some people feel afraid to celebrate who they truly are. Sometimes in life we need to take a leap of faith, and sometimes the greatest rewards come from having faith that everything will fall into the right place,” says Junio. “Learn to love yourself. There’s no other way to put it but loving yourself is a whole lot process by itself but learning to do it can do many things for your life, and that includes celebrating who you are”.
The cupcake press event made attendees create their own colorful cupcakes inspired by the LGBTQ flags.
With a slice of sweetness and color, “My 2nd First birthday” aimed to institutionalize the existence of this special day not just in the Philippines, but even in the world, by inspiring courage and acceptance in the community.
Credits
Brand: Cakeshop by Sonja
Sonja Ocampo
Chara Espaldon
Rodilyn Balian
Love Yourself Foundation
Paul Junio
Agency: DENTSU Jayme Syfu
Creative Team
Merlee Jayme Chief Creative Officer/Copywriter
Rogin Jumaday Art Director
Steph Mangalindan Creative Director
Soleil Badenhop Copywriter
Audrey Aparis Art director
Chary Chu Art. Director
Chili Ramon Copywriter
Accounts Team
Alex Syfu. Chief Clients Officer
Agatha Barretto Account Director
Kevin Pueblo Account Manager
JR Ignacio Chief Technology Officer
Monica Soliman UX Art. Director
Jannah Jordan UX Writer
Digital / Socials Team
Jim Guzman
Jace Susara
Carla Medonza
Tabbi Tomas
Sed Aguil
Sophia Amolador
Jerome Dazo
Iyah Saturno
Anika Castillo
Abby Bontia
Jericho Salazar
PR Group
Greenbulb