| Title | HUMAN AGAINST ADS |
| Brand | FUTURE STATE |
| Product / Service | HUMAN CLOTHING |
| Category | A04. Use of Digital in a Direct Campaign |
| 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 | Agency Producer |
| Nix Lañas | 1door Productions | Director |
| Pampy Manalac | TBWA/SANTIAGO MANGADA PUNO | Art Director |
| Chloe Arevalo | 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 |
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.
Human is a fashion brand that is alternative, adventurous, and edgy. These are also the qualities that define their biggest market - the youth of today. With a number reaching two billion worldwide, they'e social media natives - the only generation that has never lived life without the Internet. They hate ads. And they are also the generation with the shortest attention span. How do we engage them online and get them on our side? Create ads that echo the youth’s contempt for advertising. Ads that are as defiant as the market. Ads that criticized ads.
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. We also launched a microsite which allows users to create their own "anti-ad"
In just three weeks, the ads have generated 1,175,706 impressions and half-a-million views on YouTube and counting. Client's original estimated 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.