| Title | HUMAN AGAINST ADS |
| Brand | FUTURE STATE |
| Product / Service | HUMAN CLOTHING |
| Category | A04. Other Consumer Products |
| Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| Entrant Company | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| Advertising Agency | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| Production Company | 1DOOR PRODUCTIONS Quezon City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Melvin M. Mangada | TBWA/SANTIAGO MANGADA PUNO | Executive Creative Director |
| Ali Silao | TBWA/SANTIAGO MANGADA PUNO | Creative Director |
| Sunny Lucero | TBWA/SANTIAGO MANGADA PUNO | Agency Producer |
| Francis Bagnes | TBWA/SANTIAGO MANGADA PUNO | Agency Producer |
| Denise Jose | TBWA/SANTIAGO MANGADA PUNO | Account Manager |
| Nix Lañas | 1door Productions | Director |
| Chloe Arevalo | TBWA/SANTIAGO MANGADA PUNO | Art Director |
| Pampy Manalac | TBWA/SANTIAGO MANGADA PUNO | Art Director |
| Paolo Salcedo | TBWA/SANTIAGO MANGADA PUNO | Copywriter |
| Portia Catuira | TBWA/SANTIAGO MANGADA PUNO | Managing Director |
| Henson Wongaiham | TBWA/SANTIAGO MANGADA PUNO | Account Supervisor |
| Michelle Chang Ignacio | 1door Productions | Executive Producer |
| Francis Ricardo Buhay Iii | 1door Productions | Cinematographer |
| Jeck Cogama | 1door Productions | Production Designer |
| Nix Lañas | 1door Productions | Offline Editor |
| Edsel Donald Abesames | 1door Productions | Special Effects Computer Graphics |
ADVERTISING AGAINST ADVERTISING Human launched a series of pre-roll 5-second YouTube spots. The ads echoed the youth’s contempt for advertising. They were ads that criticized ads. A microsite was also launched, which allows users to create their own "anti-ads".
In just three weeks, the ads have generated 1,175,706 impressions on YouTube and counting. Client's original budget for views has been exceeded by 100%. The market also started creating their own-anti ads and shared it with the world. And because they only took five seconds, these "anti-ads" were unskippable, unavoidable, resulting in 100% viewership and disproving that the youth today hate ads.
Human Insight: The youth today hate ads. They are also the generation with the shortest attention span. That’s why Human, the country's edgiest fashion brand, created advertising that its audience couldn’t ignore.