Projecting the best of Filipino values to the world through short films has won for leather goods brand McJim in prestigious award-giving bodies one after the other.
Its debut short film “Pitaka (The Wallet)” was hailed as the Best Branded Digital Ad at the 40th Catholic Mass Media Awards (CMMA) on November 14. The newest category recognizes the shift in media consumption of the modern Filipino.
“In producing well-executed and compelling short films like Pitaka, McJim has applied its philosophy of style, quality, and elegance—the same values that have driven it to produce truly world-class leather goods through the years,” public relations entrepreneur Chris Cahilig, who also directed the film, said.
Produced by his Insight 360 Consultancy Services, Pitaka bested six other finalists in the category, namely The Philippine Star’s “Andeng” (IdeasXMachina Advertising, Inc.); Southstar Drug’s “Credo” (Estima, Inc.); SM Supermalls’ “Daddy’s Girl,” “Little Things,” and “Tradition” (DDB Group Phils); and Manulife Philippines’ “Stand Up” (J. Walter Thompson Philippines).
Established by the late Jaime L. Cardinal Sin in 1978, the annual CMMA is one of the country’s most prestigious award-giving bodies that honors works, individuals, and institutions that promote Christian values and ideals – something that is very evident in Pitaka, whose storyline pays tribute to the heroism of older members of Filipino families.
Breadwinner “Kuya” played by Karl Medina, shelved his personal dreams in order to provide for his younger brother (played by Art Artienda). The frivolous younger sibling would eventually express his gratitude and appreciation for his kuya’s efforts through a heartwarming, unexpected gesture.
“By touching on a real-life experience, Pitaka’s narrative communicates to the viewer on a deeper personal level and establishes an undeniable emotional connection without the need to sensationalize,” Cahilig explained.
To enhance “Pitaka’s” emotional impact, McJim explored the beauty of the Filipino language and collaborated with Palanca-winning poet and academician Louie Jon Sanchez in coming up with a beautiful poem that serves as the film’s narration (narrated by Neo Domingo). For this, “Pitaka” likewise won the Best Illustrated Poem category of the 2018 Wales International Film Festival on October 4.
“No Strings Attached,” the first horror-thriller short film of the leather company, is also making waves globally with its recent feat as Best Social Shorts in the Liverpool International Film Festival 2018 in the United Kingdom. It has been officially selected to participate in seven other international film festivals in the US, Europe, and Australia.
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