TULUY-TULOY ang evolution ng media landscape at mas pinabibilis ang mga pagbabagong ito ng migration ng publiko sa social media.

Dahil sinusundan ng mga negosyo ang bulto ng netizens sa social media, ibang-iba na rin ang takbo ng advertising business.

Hindi na sa television at dailies lang naglalagay ng placement ang iba’t ibang kumpanya. At hindi na rin simpleng “patalastas” lamang ang pinoprodyus ng advertising firms.

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Sa bagong campaign halimbawa ng Sun Life Financial na “Kaakbay: Stories of Lifetime Partnerships,” pinagsama-sama sina Piolo Pascual, Iñigo Pascual, Enchong Dee, Matteo Guidicelli, at Charo Santos-Concio para gumawa ng inspirational videos na nagbubunyag ng mga personal na detalye ng kanilang buhay na hindi pa gaanong nababatid maging ng mga tagahanga nila.

Isinasalaysay sa mga video ang paniniwala, inspirasyon, at suporta ng kanilang respective lifetime partners na nagpagaan sa pag-abot nila sa tagumpay.

Ipo-post isa-isa bawat linggo ang “Kaakbay” videos sa Sun Life’s Youtube channel na @SunLifePH simula nitong nakaraang Sabado, July 13. May chance ang netizens na manonood para manalo ng trip for two sa Singapore kung magbabahagi rin sila ng kanilang sariling kuwento ng lifetime partnership sa @SunLifePH sa Youtube o sa Facebook. May consolation prizes ding ipamimigay.

Available sa Facebook page ng kompanya ang full mechanics.

“It was a very emotional experience developing my video with Sun Life,” pag-amin ni Enchong. “When I saw the finished product, I couldn’t help but cry.”

“This is as real as it gets,” sang-ayon ni Matteo. “The authenticity of emotions was clearly captured in the videos, and I look forward to sharing it with everyone.”

“Seeing an important part of my life immortalized through the video brought back so many memories that I share with my lifetime partner,” manghang wika naman ni Charo. “It was unnerving at first but in the end, it was a beautiful way to pay tribute to someone who impacted my life in so many ways.”

Hangad ng Sun Life na ma-inspire ang mga Pilipino na hanapin din ang kanya-kanyang partner na makakatuwang sa pagtupad sa mga pangarap.

“Their stories exemplify the kind of partner Sun Life aims to be for every Filipino pursuing his financial journey,” pahayag ni Sun Life Chief Marketing Officer Mylene Lopa. “We are committed to helping them make life brighter.”

Idinagdag din ng exec na long-time Sun Life clients ang lahat ng brand ambassadors nila.

“This brings truthfulness to their testimonies of having found a lifetime partner – a ‘kaakbay’ – in Sun Life in their financial journey. We’re thankful that they supported our vision and permitted us to share their stories to Filipinos,” aniya.

Awitin na sariling komposisyon ni Iñigo ang soundtrack ng campaign.

“It’s a song you can dedicate to an important person in your life,” sabi ng young singer-actor. “We don’t always tell our loved ones how much we appreciate them, but I hope that this song and our own ‘Kaakbay’ videos will inspire everyone to express just how much their loved ones mean to them.”

Samantala, bukod kay Iñigo, itinuturing din ng kanyang ama bilang lifetime partner ang kompanya.

“Sun Life has been my lifetime partner in every step of my journey. A ‘kaakbay’ in every way. With their help, I’ve been able to secure a brighter future not just for myself, but for my family as well,” pahayag ng aktor. “I hope that my story, as well as that of my fellow ambassadors, will encourage more Filipinos to pursue financial security and live healthier lives with Sun Life as their lifetime partner.”