The film Julie's 'Auntie Shamer' is content that became the topic of cultural conversation in the Philippines. It has been written about by tens of major online publications in the country. Julie's 'Auntie Shamer' has also been showcased by international websites, like Ad Age from the U.S., B&T Magazine, Branding in Asia,

and other periodicals.

The film is unskippable. Released just days ago, it has been shared 39,000 times, and has chalked up 4,500,000 views.

Objective: Create a film to celebrate the 40th Anniversary of Julie's, the largest bakeshop chain in the Philippines.

Having turned 40, Julie's is now a certified auntie. She will be the auntie that will protect other aunties, telling Filipinos to #StopTitaShaming. ('Tita' is 'auntie' in Filipino.)

Ageism exists in the Philippines. It especially affects women, who at middle-age have become the butt of jokes for their Zumba classes, love of liniment--aunties who are seen as over-the-hill.

To celebrate Julie's 40th birthday, it calls all to #StopTitaShaming. Women have value, even in middle-age. In fact, Julie's founder established the bakeshop chain in her 50s.

The online film was published on Facebook and YouTube. It was swiftly shared from there.

Released just days ago, it has been shared 39,000 times, and has chalked up 4,500,000 views.