MEGA YDC

Short List
ClientPEERLESS PRODUCTS MANUFACTURING CORP.
ProductCHAMPION INFINITY DETERGENT
EntrantTBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Type of EntryBranded Content & Entertainment
CategoryA03. Best Brand or Product Integration into a Feature Film, Existing TV Show and/or Series
TitleMEGA YDC
Product/ServiceCHAMPION INFINITY DETERGENT
Entrant Company TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Contributing Company TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Contributing Company 2 ONE MEGA GROUP Manilla, THE PHILIPPINES

The Campaign

Without big TV advertising budgets, advertisers are turning to branded content. Product placement in existing TV programs is the most common. But the brands are often ignored. Boring, Unable to engage the audience. Hardly entertaining.

Results

The contestants were tasked to design a collection with prints and patterns created using tough stains like soy sauce, Mango, ketchup, mud, coffee, tea and mustard. They used New Champion Infinity Detergent to quickly erase mistakes, and clean up their designs.

Champion Infinity is a local brand, It has advanced anti-stain formulation proven to remove toughest stains in seconds. Without the big advertising budget of multinational brands like P& G, It created a challenge in the country’s longest running fashion reality TV show for young fashion designers. The challenge uniquely demonstrated the ability of Champion Infinity in removing stains. We did not ask them to avoid stains. But to play with them.

After two days, the young designers presented their creations to the fashion council. One young designer emerged as the winner of the challenge. His winning creation was featured in the centerfold Of Mega Magazine, the country’s leading fashion magazine and print ads in major dailies. Praised by the fashion community as the most daunting in the history of the fashion reality show, the challenge was a defining moment for the power of Champion Infinity.

Credits

Name Company Position
Melvin Mangada TBWA\ Santiago Mangada Puno Execitive Creative Director
Bryan Siy TBWA\ Santiago Mangada Puno Creative Director\ Copywriter
Manuel Villafania Tequila Manila Art Director
Arthur Ryan Aquino TBWA\ Santiago Mangada Puno Art Director
Dennis Carlos TBWA\ Santiago Mangada PunoTbwa\santiago Mangada Puno Print Producer
Romar Quiroz TBWA\ Santiago Mangada PunoTbwa\santiago Mangada Puno Final Artist Supervisor