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CategoryA03. Best Use of Outdoor
Advertising Agency:DDB DM9JAYMESYFU Makati City, THE PHILIPPINES



Name Company Position
Merlee Jayme DDB DM9JaymeSyfu Chief Creative Officer/Writer
Eugene Demata DDB DM9JaymeSyfu Executive Creative Director/Art Director
Louie Sotto DDB DM9JaymeSyfu Creative Director/Writer
Herbert Hernandez DDB DM9JaymeSyfu Associate Creative Director/Art Director
Apol Sta. Maria DDB DM9JaymeSyfu Associate Creative Director/Art Director
Katrina Tapang DDB DM9JaymeSyfu Writer
Allan Montayre DDB DM9JaymeSyfu Final Artist
Ronnie Amador DDB DM9JaymeSyfu Video Editor
Sheila Villanueva DDB DM9JaymeSyfu Producer
Jess Ramo DDB DM9JaymeSyfu Producer
Paolo Gripo DMV Studios Photographer
Ruben de la Cruz Visual Camp Film Documentation/Photographer
Heinrich Balbuena Visual Camp Film Documentation
Marlon Balangon DMV Studios Film Documentation

Results and Effectiveness

On the day of the launch, "Bruise" had collected more than a thousand pledges, which more than quadrupled the most successful response rate of past signature drives. Due to this success, Gabriela took the posters to Congress, to other parts of the country and even to satellite offices in Southeast Asia. The posters continue to make the rounds today and have gathered over 30,000 pledges already.

Creative Execution

Our solution was to show people that each and every pledge could indeed lessen the pain of each victim. And we did so with interactive posters of women made to look battered and bruised with lipstick. The lipstick served as the ink for each pledge and the more pledges were made the less battered the woman became. The use of large 6 foot by 4 foot posters made the striking visual of an abused woman visible to all. Each poster was able to accommodate more than 300 signatures and proved a cost effective alternative to flyers which would only contain a single pledge. The number of signatures on each poster further encouraged people to sign and participate.

Insights, Strategy and the Idea

On its 25th year anniversary, Gabriela launched the iVow Signature Campaign, renewing the organization's commitment to protecting women's rights. The objective of the campaign was to gather as many signatures as possible to sway congress to pass more stringent laws against abuse. Being a women's organization, Gabriela planned to push the campaign during their own small events and gatherings, which were targeted specifically to women. But such signature drives are obviously open to all. And to reach a larger audience, they had initially planned to distribute flyers. The problem with flyers is that it is often discarded by those who receive them and those that do sign are too busy to send them in. So we needed an execution that could get people to sign on the spot. We likewise had to overcome people's mentality that a single signature could not possible make that much of a difference.