VIDEO

TitleVIDEO
BrandCULTURAL CENTER OF THE PHILIPPINES
Product / ServiceVIRGIN LABFEST
CategoryA01. Posters
EntrantLEO BURNETT MANILA, THE PHILIPPINES
Entrant Company LEO BURNETT MANILA, THE PHILIPPINES
Advertising Agency LEO BURNETT MANILA, THE PHILIPPINES

Credits

Name Company Position
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
Ryan Gaela Leo Burnett Manila Final Artist

Brief Explanation

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even more difficult to convince people to attend Virgin Labfest because the festival only stages untried, untested and unpublished plays.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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.