|Brand||CULTURAL CENTER OF THE PHILIPPINES|
|Product / Service||VIRGIN LABFEST|
|Entrant||LEO BURNETT MANILA, THE PHILIPPINES|
|Entrant Company||LEO BURNETT MANILA, THE PHILIPPINES|
|Advertising Agency||LEO BURNETT MANILA, THE PHILIPPINES|
|Raoul Panes||Leo Burnett Manila||Chief Creative Officer/Copywriter|
|Dante Dizon||Leo Burnett Manila||Creative Director|
|Meggy De Guzman||Leo Burnett Manila||Creative Director|
|Ryan Giron/Am Valdez/Steph Mangalindan/Sara Sarmiento||Leo Burnett Manila||Art Directors|
|Raoul Panes||Leo Burnett Manila||Copywriter|
|Lexie Dy||Leo Burnett Manila||Copywriter|
|Meggy De Guzman||Leo Burnett Manila||Copywriter|
|Toby Amigo||Leo Burnett Manila||Copywriter|
|Gela Pena||Leo Burnett Manila||Accounts|
|Rusby Gonzales||Leo Burnett Manila||Final Artist|
Most people would rather watch TV or a movie than a play. It becomes even more difficult to convince people to attend Virgin Labfest because the festival only stages untried, untested and unpublished plays. They don’t realize play plotlines can be more interesting than the stories you see on the silver screen. We needed to make people realize that watching plays is an altogether immersive experience.
Virgin Labfest is an annual festival of new one-act plays at the Cultural Center of the Philippines. The organizers wanted it to be even bigger in its 10th year, staging two more plays than last year. It then became important to get even more people interested in watching and increase the number of attendees from last year.
We took inspiration from the interesting plotlines of some of the featured plays. We singled out a pivotal element from each play’s story and used it as the background of the poster. We intrigued the public with headlines that hinted of the plot but reminded them that they can’t get the entire theatrical experience just by looking at a poster.
The poster campaign helped dramatically increase attendance by 91% from previous year. Festival pass purchases increased by 52%—from 134 last year to 204 this year.