Annus horribilis. That’s how 2020 will be remembered in history. This is especially true among Filipinos, who, apart from facing the most terrible pandemic, had to endure volcanic eruptions, devastating typhoons and economic chaos. This was why just months before the holidays, a heavy cloud of uncertainty and desperation still engulfed everyone’s thoughts and spirits.

That time, Filipinos were bracing for the loneliest Christmas ever. No traditional get-togethers, reunions, merriment, gift-giving. This was doubly difficult for a people known to have the longest Christmas celebration in the world with festivities beginning at the onset of the “ber” months.

It presented PLDT HOME a rare opportunity to send out a message that could meaningfully connect with and uplift Filipinos during the holidays in a way that it has never done before. PLDT Home would be able to provide some much needed holiday cheer and inspiration, and at the same time, elevate its relationship with consumers beyond the transactional/functional level.

To do that, the brand needed to latch on to something that was uniquely relevant, real and undeniably pressing to the target during that season—the desire to still experience and live out the true meaning of Christmas despite the circumstances.

The campaign wanted them to realize that beyond the feasts, the parties and decorations, Christmas is about sharing. And though it might be a bit more difficult to share what little they had given the situation, every small act of kindness and caring they could share could still go a long way, especially during the most trying times. And they could always depend on the constants in their lives (family and PLDT Home) to inspire and help them make it happen.