Pomelo focuses on family connections in heartwarming Christmas campaign

International money transfer app Pomelo has collaborated with BBDO Guerrero to create a Christmas film campaign focused on family connections across international borders. The film marks their first collaborative effort, and the film features the story of Jacob, a young boy from the Philippines, raised by his grandmother while his mother works abroad in the United States.

The campaign aims to shift traditional perspectives associated with overseas Filipino workers (OFWs), often centered on themes of sacrifice and separation. It instead highlights how technology can strengthen familial bonds despite geographical distances. The film starts out with Jacob's grandmother angrily nagging Jacob about his supposed "bad habits". Viewers later discover that the elderly woman has a hearing issue, hence Jacob's mother sends over a sum of money to help Jacob purchase hearing aids for his grandmother as a Christmas present.

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After using the hearing aids, the elderly woman's demeanor softens, showing just "how far love can go" with a simple gesture through the use of Pomelo.  

"Christmas is a significant marketing period globally, and is especially celebrated in the Philippines. Our goal was to connect with our audience through this film while remaining true to what differentiates our product," added Ladd Martin, chief marketing officer at Pomelo. The film premiered on 11 December across digital platforms, focusing on themes of connection and joy among Filipino families, despite physical distance.

"Pomelo had a powerful insight. We took the challenging story of an OFW and the tensions involved in sending money home to instead present a narrative of positivity, sharing, and hope," said David Guerrero, creative chairman at BBDO Guerrero. Pomelo is not the only platform that has tapped into the importance of family ties during festive seasons. For Deepavali this year, CelcomDigi showcased the power of connection and technology in a new heartwarming short film titled "Inbam". 

"Inbam" explores the bond between generations through the story of two sisters Anjali and Lavinya. They embark on a mission to rekindle their grandmother's joy, reflecting on the profound happiness she experienced while making saris with her closest friends. As the sisters strive to revive these cherished memories, the film captures the essence of familial connections. 

The film is directed by Think Tank and encourages Malaysians to reflect on the traditions they hold dear and the intergenerational bonds that sustain them. At the same time, it invites viewers to see Deepavali as an opportunity to reconnect with loved ones and celebrate shared joy. 

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