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  • SUB CATEGORY :
    EXPERIENTIAL & EVENTS
  • COMPANY ENTERING :
    TBWA\SANTIAGO MANGADA PUNO, MANILA
  • ENTRY TITLE :
    DIRTY WATERCOLOR
  • 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
  • ACCOUNT DIRECTOR :
    MARISHKA DAVID
  • VISUALIZER :
    LUIGI VILLAMAR
  • AGENCY PRODUCER :
    SUNNY LUCERO/MAAN DELA CRUZ/DENISE JOSE
  • PRINT :
    DENNIS CARLOS
  • DIRECTOR :
    EMILIE BATARD/KEVIN GABON
  • POST-PRODUCTION COMPANY :
    HOW'S EVERYTHING, MANILA
  • THE BRIEF :
    1. CREATE AWARENESS FOR METRO MANILA'S DEAD RIVERS AND TRIBUTARIES. 2. PROMOTE THE ART EXHIBIT AND GENERATE FUNDS FOR ABS CBN FOUNDATION, THE ORGANIZATION LEADING THE CLEAN UP OF RIVERS AND TRIBUTARIES IN THE PHILIPPINES
  • THE STRATEGY :
    IN 2012, ALL RIVERS AND TRIBUTARIES IN METRO MANILA WERE DECLARED DEAD. IT IS A HUGE PROBLEM, AFFECTING HEALTH, FISHERIES PRODUCTION AND TOURISM. ACCORDING TO WORLD BANK, THE ANNUAL ECONOMIC LOSSES CAUSED BY WATER POLLUTION IS ESTIMATED AT US$1.3 BILLION.THERE ARE MANY EFFORTS TO CREATE URGENCY FOR THE PROBLEM, FOCUSSED ON EXPOSING THE CONDITIONS OF THE RIVERS. THEY HAVE BECOME SO COMMON, THEY LOST THEIR VALUE.WE NEEDED TO COME UP WITH AN EFFORT THAT WILL CATCH ATTENTION AMONG ITS INTENDED TARGET AND MAKE THEM SEE THE ADVOCACY WITH FRESH EYES.DRAMATIZE THE CONDITION OF THE RIVERS WITHOUT THEM LOOKING AWAY.
  • THE EXECUTION :
    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. THE PIGMENTS WERE VERY CHALLENGING TO WORK WITH, WITH THE COLOURS ALL ON THE MONOCHROMATIC SIDE. BUT EVEN WITHOUT THE USUAL COLOURS, THE ARTISTS CAME UP WITH BEAUTIFUL IMAGES THAT ARE FULL OF EMOTIONS. EMOTIONS THAT COLOUR THE FILIPINO LIFE. ABS CBN FOUNDATION, PRESENTED THE ARTWORKS IN AN EXHIBIT THAT RAN FROM MAY 24-27, 2016.
  • THE RESULT :
    DIRTY WATERCOLOR IS ONE THE MOST ATTENDED ART EXHIBITS OF THE YEAR. DURING THE 4-DAY EXHIBIT, HUNDREDS OF GUESTS REGISTERED TO SUPPORT ABS CBN FOUNDATION'S EFFORTS TO REHABILITATE MANILA'S MOST POLLUTED RIVERS. 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. WITHOUT PAID MEDIA SUPPORT, THE CAMPAIGN GENERATED 3.3 M VIEWS AND 2.4 B POTENTIAL REACH WITHIN THE 1-WEEK CAMPAIGN PERIOD, AMOUNTING TO ₱6.1 M IN MEDIA VALUES.