A billboard of ABS-CBN is now seen in Carmen Junction featuring its Kagayanon artists Nicole Abas Datayan, Maxine Monasterio, Jamie Joy Bantigue, Bryan Yu and the Barangay Gwapos. When I saw it, I asked myself, what is this for?
Fortunately, I got the chance to speak with Ms. Donna Ocampo, the project head of this campaign. Thanks to Ms. Nicole Abas Datayan for introducing me to her. Ms. Ocampo said that this project was totally unplanned. One cold Thursday of December, Dense Modesto, a Kagayanon photographer now based in Manila came home and called her. He asked if they could have some photo shoot with ABS-CBN Northern Mindanao. She then agreed and fortunately, almost all local Kapamilya artists were available. So, they came up with a fashion shoot the following day.
The outcome exceeded Ms. Ocampo’s expectation that they made this as the banner of “Choose Philippines. Choose Cagayan de Oro.” This is in line with”Tsada Kagayan,” a campaign that was launched last year by ABS-CBN Northern Mindanao. This was made out of the Kapamilya Network’s desire to bring back the glory of Cagayan de Oro after Typhoon Sendong. To stick to the idea of promoting CDO, the artists are all wearing indigenous material made of Hinablon, a cloth that is available at Puyo Store located in Barangay Patag. They also have a stall at Centrio Mall.
Ms. Ocampo is hoping to add more billboards featuring more local prides, from faces to places. They are looking for generous people who could be their partner in this endeavor.
Photo by Dense Modesto