LGBTQ teens dress up in makeshift gowns and dresses made of curtains and clothespins, and strut down on a typical Filipino street, notorious for being unwelcoming of LGBTQs. They showcase their outfits to the traditional folk song “Mariposa Bella” (Beautiful Butterfly) - a song that is traditionally used to depict the grace and beauty of the FIlipino woman, modernized to narrate the metamorphosis of the LGBTQ.

The film ends with the children strutting down the street, with the line, “Be Your Own Kind of Beautiful.”

Bench has been a long-time LGBTQ supporter and has, in the past, launched various campaigns to support LGBTQ causes such as: 1) Trans representation; 2) mainstream representation of LGBTQ relationships, and 3) tackling issues of coming out.

Filipino kids have always been portrayed as the traditional children of hetero-normative families. LGBTQ kids were rarely shown in mainstream media, and when they are shown, they are typecast as the flamboyant comedic relief in support of the beautiful hetero heroine. This conservative and Catholic upbringing have forced many Filipino kids to repress themselves at a lifestage meant for self discovery.

The brand wanted to break this mold and show LGBTQ kids as the stars of their own show as opposed to supporting characters to straight people’s lives. They are portrayed as realistically flamboyant but not the butt of society’s jokes. The goal is to create conversations by celebrating LGBTQ experiences.

The campaign gained widespread praise online:

- 99.9% Positive Sentiment

- 90% Organic Views (5M)

- 78% Engagement Rate

- 30M Reach

- 66M Earned Media

- 22,774% ROI

The film also started a nationwide cultural movement with users on TikTok creating thousands of transformations using the song, and inspired positive discussions on self-expression.

“With a brand like Bench, we are moving forward towards seeing the beauty in our identity.” Mela Habijan, Miss Trans Global 2020

“We’re providing them with hope, and ultimately the freedom to be whoever they want to be.” Rajo Laurel, PH Fashion Design Icon

Playing dress-up is a common activity among kids who are starting to transition from childhood to adolescence. They are exploring their identity, their preferences, and starting to express their emotions and thoughts. A huge part of this practice is done through clothing. It is expected for girls to try their mom’s makeup or for boys to wear their dad’s shoes, but occasionally children also try on the clothing of the opposite sex.

In the Philippines however, because it’s largely conservative and Catholic culture, it is generally frowned upon when kids cross dress, and corporal punishments are also known to happen as a consequence. So for most LGBTQ people, they grew up creating makeshift gowns and dresses from household items like blankets, curtains, bedsheets, etc to prevent discovery. Most LGBTQ people also did this in secret or in hiding, alone or with friends to avoid being punished by their parents.

The SOGIE Bill, which aims to prevent discrimination based on sexual orientation, gender identity and expression was filed in 2004 but has not been enacted into law up until today. With no protection from the government, crimes against LGBTQ people, especially trans women, are now up to 200+ (since the mid 90s) with school violence and workplace discrimination still running rampant.

One of Bench’s past campaigns, “Love all kinds of Love” was censored by the Philippine Advertising Standards Council after major complaints from religious and conservative groups. The brand’s billboard showed two men, celebrities who were in a relationship, holding hands. Their hands were painted over by conservatives who protested the showing of obvious homosexual relations.

The amount of positive reactions to this film is made more significant against the country’s very conservative culture.