Shena — Copywriter
Story 1: For the shoulders I lean on.
"When I was small, grandpa would always let me ride on his shoulders - to reach higher, to feel safer, to see the world better.
Now, I'm grown up. My shoulders are taller than his hunched ones. It's my time to pamper those shoulders that have always kept me feeling tall and protected."
The Brief
The agency is tasked to break away from the usual celebrity-endorsed commercials, and to talk about love and relationships this Christmas (2012).
The Concept
"It's never too late to say I Love You."
Nostalgia is very prominent in most relationships. Sometimes, the smallest act evokes the strongest nostalgia and we wish to bring back the past.
In these three stories, people are reminded that it's never too late to cherish almost forgotten relationships, mend broken ones and build stronger ones - to say "I love you" this Christmas.
Story 2: For the one I'll walk with, always.
"It's destined he will walk with me through joys and pains. We met while having foot reflexology as solo backpackers, and we've been with each other in travels and life ever since. He jokes at times, “my ugly feet will always find you.”
He's right. I know he will be walking with me for a long time to come. And his ugly feet, they deserve pampering too."
Story 3: For the hugs I've held back.
"I know she loves hugs. Time passes, the hugging stops. Somehow, along the way of busy schedules and tired lives, I've stopped trying. I've always loved, but I had forgotten to say love.
It’s never too late to start again. This Christmas, I'm going to make up for all the hugs I’ve held back, for all the love unspoken."