Amaiaserye presents Wala munang Pasko

The COVID-19 pandemic made a massive impact on how everyday people live their lives. Amaia, Ayala Land’s affordable residential brand, took the initiative in 2020 to communicate to a wider market the importance of health and safety protocols to prevent the spread of the virus. One way it did this was through the short film “Wala Munang Pasko” (“Christmas is Cancelled”). The short film dramatically portrays one of the most difficult aspects of the pandemic for Filipino families: being unable to celebrate the Christmas season with loved ones. The film was uploaded at Amaia’s official Facebook pages where it garnered over 750,000 views, reached over 500,000 people, and engaged over 6,500 people. The hope of Amaia was that through the film, a greater number of people would be encouraged to stay home and avoid large gatherings during the holiday season, where the virus would have been most likely to spread given the removal of masks during meals. The video was Amaia’s contribution to the country in its efforts to promote a safe observance of the Christmas season.