• SUB CATEGORY :
    BEST USE OF ILLUSTRATION
  • COMPANY ENTERING :
    TBWA\SANTIAGO MANGADA PUNO, MANILA
  • ENTRY TITLE :
    BOAT
  • BRAND :
    ABS CBN FOUNDATION
  • ADVERTISER :
    ABS CBN FOUNDATION
  • AGENCY :
    TBWA\SANTIAGO MANGADA PUNO, MANILA
  • MANAGING DIRECTOR :
    PORTIA CATUIRA
  • CHIEF CREATIVE OFFICER :
    MELVIN M. MANGADA
  • EXECUTIVE CREATIVE DIRECTOR :
    MELVIN M. MANGADA
  • CREATIVE DIRECTOR :
    BRYAN S. SIY
  • COPYWRITER :
    BRYAN S. SIY
  • ART DIRECTOR :
    JOHN ED DE VERA/NIKKO PASCUA
  • FA :
    TOM PERDIGON/ROMAR QUIROZ
  • BUSINESS UNIT DIRECTOR :
    MARISHKA DAVID
  • VISUALIZER :
    LUIGI VILLAMAR
  • AGENCY PRODUCER :
    SUNNY LUCERO/MAAN DELA CRUZ/DENISE JOSE
  • PRINT :
    DENNIS CARLOS
  • ENGLISH CONTEXT EXPLANATION :
    TO RAISE AWARENESS FOR MANILA’S POLLUTED RIVERS AND TRIBUTARIES, WE COLLABORATED WITH ARTISTS TO PRODUCE ARTWORKS. THE ARTISTS USED DIRTY WATER COLOR, UNIQUE PIGMENTS CREATED USING WATER SAMPLES FROM MANILA’S MOST POLLUTED RIVERS. THE SAMPLES WERE PROCESSED IN A LABORATORY, DECONTAMINATED THROUGH AUTOCLAVE AND CONCENTRATED TO PRODUCE COLORS LIKE BLACK, SEPIA, BURNT SIENNA, GRAY AND BROWN. THESE PIGMENTS WERE USED TO PAINT PORTRAITS OF CHILDREN AND FAMILIES LIVING ALONG THE DEAD RIVERS. ABS CBN FOUNDATION PRESENTED THE ARTWORKS IN AN EXHIBIT THAT RAN FROM MAY 24-27, ATTRACTING HUNDREDS OF VISITORS INCLUDING THE COUNTRY'S TOP BUSINESS LEADERS, ARTISTS, POLITICIANS, DIPLOMATS AND PATRONS OF THE ARTS. ALL THE ARTWORKS WERE SOLD, RAISING MORE THAN ₱1.3 MILLION. THE EXHIBIT WAS FEATURED IN OVER A HUNDRED WEBSITES, NEWS PROGRAMS AND BLOGS AROUND THE WORLD, INCLUDING CORE77, LE MONDE, BBC, HUFFINGTON POST, TRENDHUNTER, YAHOO NEWS AND REUTERS. THE EXHIBIT ALSO INSPIRED OTHERS COUNTRIES FACING SIMILAR ISSUES TO TAKE ACTION LIKE RUSSIA. WITHOUT PAID MEDIA SUPPORT, THE CAMPAIGN GENERATED 3.3 M VIEWSAND 2.4 B POTENTIAL REACH WITHIN THE 1-WEEK CAMPAIGN PERIOD AMOUNTING TO ₱6.1 M IN MEDIA VALUES