MIXHIBIT

Short List
TitleMIXHIBIT
ClientASIA BREWERY
Product / ServiceTANDUAY ICE
CategoryA09. Environmental Design
EntrantDM9 JAYMESYFU Makati City, THE PHILIPPINES
Entrant Company DM9 JAYMESYFU Makati City, THE PHILIPPINES
Advertising Agency DM9 JAYMESYFU Makati City, THE PHILIPPINES

Brief Explanation

Upon studying research, we chose to engage their love for hip, colourful art—lomo, graffiti, tattoos, Instagram—with an equally colourful idea. This would generate tremendous viral response via social media—especially sites where art and cool visuals were shared, such as Pinterest, Tumblr, and Instagram—that could potentially equal the reach of even a TVC.

The Brief

Tanduay Ice is the Philippines' number one alcopop, with red, blue, yellow, and clear flavors you can mix into absolutely any colour. We were briefed to demonstrate this to the hip, young crowd.

How the final design was conceived

We created MIXHIBIT. An exhibit of colourful mixed-media installations—all of which you could actually drink. We collaborated with four top mixed-media artists, commissioning installations that used Tanduay Ice for colour—and could dispense it as drinks. It was held at Galerie Stephanie, Manila’s hippest art hang-out, and attended by press, celebrities, and models. All of which brought in the crowd in droves. Every night, they drank in the beauty of the colourful installations. Then drank the colorful installations. We were certain it would be such a hit they'd share it online with their friends, and try it themselves.

Indication of how successful the outcome was in the market

Photos spread not just on FB and Twitter, but also on Instagram, Tumblr, and Pinterest—the fastest growing social sites among our target—generating reach among our target that rivalled the P27M TV campaign that ran earlier, at 1% of the cost. It was also featured on online news sites. Client extended Mixhibit by three months and reported an 87% sales increase in the month of the campaign's launch, and 5% growth.

Credits

Name Company Position
Mitch Directo Freelance Artist
Mitoy Sta. Ana Freelance Artist
Adelina Leung Freelance Artist
Butch Garcia Freelance Artist
Boogs San Juan Tower Of Doom Editor
Carlo Perlas Tower Of Doom Producer
Gella Valle Ddb Dm9jaymesyfu/Digit Account Manager
Gabbie Santiago Ddb Dm9jaymesyfu/Digit Account Direcotr
Ronald Barreiro Ddb Dm9jaymesyfu/Digit Account Supervisor
Buboy Paguio Ddb Dm9jaymesyfu/Digit Associate Creative Director For Digital/Art Director
Biboy Royong Ddb Dm9jaymesyfu/Digit Art Director
Aste Gutierrez Ddb Dm9jaymesyfu/Digit Associate Creative Director/Copywriter
Eugene Demata Ddb Dm9jaymesyfu/Digit Executive Creative Director
Merlee Jayme Ddb Dm9jaymesyfu/Digit Chief Creative Officer