Title | THE VETIVER PROJECT |
Brand | PEERLESS LION |
Product / Service | SHOKUBUTSU HANA PERSONAL CARE |
Category | D01. Brand Environments |
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 |
Name | Company | Position |
---|---|---|
Melvin M. Mangada | TBWA/SANTIAGO MANGADA PUNO | Chief Creative Officer |
Ali Silao | TBWA/SANTIAGO MANGADA PUNO | CREATIVE DIRECTOR/ART DIRECTOR |
Chino Jayme | TBWA/SANTIAGO MANGADA PUNO | Associate Creative Director/Copywriter |
Nolan Fabular | TBWA/SANTIAGO MANGADA PUNO | Associate Creative Director/Art Director |
Cj De Silva | TBWA/SANTIAGO MANGADA PUNO | Art Director |
Kathy Cosico | TBWA/SANTIAGO MANGADA PUNO | Account Director |
Rj Paculan | TBWA/SANTIAGO MANGADA PUNO | Planner |
Dennis Carlos | TBWA/SANTIAGO MANGADA PUNO | Print Prod. |
Abi Ramos | TBWA/SANTIAGO MANGADA PUNO | Jr. Print Producer |
Emilie Batard | TBWA/SANTIAGO MANGADA PUNO | Director |
Francis Allan De Dios | TBWA/SANTIAGO MANGADA PUNO | Editor/Animator |
Teresa Composana | free lancer | Production Designer |
John Chua | Ad Photo | Photographer |
Maan Dela Cruz | TBWA/SANTIAGO MANGADA PUNO | Agency Producer |
Francis Bagnes | TBWA/SANTIAGO MANGADA PUNO | Agency Producer |
Sunny Lucero | TBWA/SANTIAGO MANGADA PUNO | Agency Producer |
To stay true to the brand's belief, clients wanted ads that were about nature. To be more powerful, it had to set an example to the people. Instead of using traditional media, the ad was placed in the one place that would really make an impact – Pasig River--Manila's main waterway that was transformed into a 25-kilometer sewer system. For decades it was abused by residents around it as tons of garbage were thrown in. In 1990, ecologists considered it biologically dead. HANA wanted to do its part by joining the movement to revive it.
Shokubutsu HANA is a personal care brand that manufactures products made from 100% natural cleansing ingredients. It believes in the restorative powers of nature and its importance in our daily lives. A recent entrant in the Philippine market, it is sold as products that celebrate natural beauty.
As the government removed the solid waste, the billboards continued to purify the water, giving hope and life back to the residents of the riverside. People along the river were inspired to help keep the river clean and thought twice before throwing garbage along the stream. Environmental sites and organizations that picked up the campaign praised it and helped spread the message online with articles. Soon, all kinds of other sites began reposting. Then, the general youth began sharing, sending the billboards all over social media, eventually reaching the national news. From local primetime news alone, the campaign earned roughly USD 28,000 of free media mileage on the first billboard alone. Globally, both the creative and environment-related publications featured the effort (AdAge Editor’s Pick of the Day, Yahoo News, Sustainable Brands, Campaign Brief Asia and Fast Co.Create to name a few), and from it, the brand received roughly 13M impressions. The brand earned a seat in last year’s annual Sustainable Brands Conference in London amongst 400 advanced executives in corporate sustainability, marketing, brand strategy and product innovation. It was a testament to how this small effort to save the Pasig River has inspired many the world over.
HANA mounted the first Water-Cleaning Billboards, made of vetiver, grass that absorbs water pollutants. More than a message, they were actually cleaning the river itself. The billboards were cleaning the river while sending a message to the people to stop throwing waste inside. After the success of the first billboard, two more were constructed and placed on the river.
As the government removed the solid waste, the billboards continued to purify the water, giving hope and life back to the residents of the riverside. People along the river were inspired to help keep the river clean and thought twice before throwing garbage along the stream. Environmental sites and organizations that picked up the campaign praised it and helped spread the message online with articles. Soon, all kinds of other sites began reposting. Then, the general youth began sharing, sending the billboards all over social media, eventually reaching the national news. From local primetime news alone, the campaign earned roughly USD 28,000 of free media mileage on the first billboard alone. Globally, both the creative and environment-related publications featured the effort (AdAge Editor’s Pick of the Day, Yahoo News, Sustainable Brands, Campaign Brief Asia and Fast Co.Create to name a few), and from it, the brand received roughly 13M impressions. The brand earned a seat in last year’s annual Sustainable Brands Conference in London amongst 400 advanced executives in corporate sustainability, marketing, brand strategy and product innovation. It was a testament to how this small effort to save the Pasig River has inspired many the world over.