Title | LIGHTED SIGNAGE |
Brand | FIREFLY ELECTRIC AND LIGHTING |
Product / Service | FIREFLY BULB |
Category | A03. Best Use of Standard Outdoor |
Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Entrant Company: | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Advertising Agency: | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Media Agency: | PHD MEDIA NETWORK Makati City, THE PHILIPPINES |
Credits |
Name | Company | Position |
---|---|---|
Melvin Mangada \ Badong Abesamis | TBWA\SANTIAGO Mangada Puno | Creative Directors |
Badong Abesamis | TBWA\SANTIAGO Mangada Puno | Copywriter |
Catherine Kho | TBWA\SANTIAGO Mangada Puno | Art Director |
Portia Catuira | TBWA\SANTIAGO Mangada Puno | Account Supervisor |
Marga Javier | TBWA\SANTIAGO Mangada Puno | Account Manager |
May Dalisay | TBWA\SANTIAGO Mangada Puno | Print Producer |
Romar Quiroz | TBWA\SANTIAGO Mangada Puno | Final Artist |
A UAI (Usage Attitude Image) brand study is currently underway, and toplines have started to trickle in. There are indications that consumers are beginning to associate Firefly with being 'longer lasting' a sure offshoot of the tactical effort.
The city is littered with advertising signages, ordinarily always lit. The team thought: what if we made use of this medium to demonstrate Firefly's longevity, by depicting the consequence of using a competitive brand?
Flourescent Lights in the Philippines are notorious for quickly burning out. This offered a great opportunity for Firefly, a lighting brand, to claim the territory of longevity, making its rise above competition who came ahead of it in the marketplace.