FACTS CAMPAIGN

TitleFACTS CAMPAIGN
BrandADOBO MAGAZINE
Product / ServiceADOBO MAGAZINE
CategoryA02. Posters
EntrantJWT MANILA, THE PHILIPPINES
Entrant Company:JWT MANILA, THE PHILIPPINES
Design/Advertising Agency:JWT MANILA, THE PHILIPPINES

Credits

Credits

Name Company Position
Dave Ferrer JWT Manila Executive Creative Director
Joe Dy JWT Manila CD / Copywriter
Griffey De Guzman JWT Manila Copywriter
Iel Encarnacion JWT Manila Copywriter
Y2 Villanueva JWT Manila Copywriter
Bob Cruz JWT Manila Art Director / Illustrator / Typographer
Ces De Guzman JWT Manila Print Producer
Carol Pe Benito JWT Manila Print Producer
Golda Roldan JWT Manila Client Service Director

Brief Explanation

Adobo Magazine, one of Asia's leading publications on advertising and marketing, wanted to expand its reach to a wider audience: The general public.

The Brief

Adobo Magazine, one of Asia's leading publications on advertising and marketing, wanted to expand its reach to a wider audience: The general public.

How the final design was conceived

Realizing that people can most relate to advertising through the brands that are so entrenched into their daily lives, the team chose to show adobo magazine can reveal surprising and intriguing stories behind these brands. These facts were set in colorful typography that both described and illutrated the brand icons' stories. The designs were then used in print ads, posters, and on t-shirts.

Indication of how successful the outcome was in the market

Magazine sales in bookstores and newsstands (which accounts for sales outside the industry subscriptions) experienced a significant rise after the release of the material. Posters of the design have been put up in offices. T-shirts bearing the design were sold out within a day of their initial release, even outperforming one of the most popular local t-shirt brands. Succeeding production runs of the shirts sontinue to sell out almost immediately each time around. The Chupa Chups client approached adobo magazine and ordered their own run. Even other magazine publications ordered shirts for themselves.