Product / ServiceAPPAREL / FOOTWEAR
CategoryE03. Other Packaging
Entrant Company SEVEN Makati City, THE PHILIPPINES
Advertising Agency SEVEN Makati City, THE PHILIPPINES

Brief Explanation

The task is to make people aware of Piola’s philosophy of sustainability. In a category where the advertising landscape is mostly about style and innovation, Piola defied the norm by making it a brand that is seriously taking steps in preserving the mother earth and providing sustainable livelihood for communities.

The Brief

Piola, an independent shoe brand, is committed to making great shoes and, more importantly, to creating sustainable livelihood. It sources all its raw materials directly from small farmers — giving them a constant source of living.

How the final design was conceived

Being a new player in the category, Piola had to utilize everything it had to tell its unique story. So we used an existing medium that requires no additional fee for media placement: the shoebox. The design was created in such a way that each panel connects to the next, always continuing the story of sustainability. You can stack it up, line it up or arrange it whatever way you want. Whichever way you look at it, you will see how Piola makes sustainable livelihood in all the communities involved in making it.

Indication of how successful the outcome was in the market

The design helped in creating awareness for the brand and helped generate sales of up to 40%. More importantly, it contributed in giving the farmers a sustainable livelihood.


Name Company Position
Teeny Gonzales Seven A.D. Chief Executive Officer
Tey San Diego Seven A.D. Chief Operations Officer
Russell Molina Seven A.D. Executive Creative Director
Rina dela Calzada Seven A.D. Creative Director
Maki Correa Seven A.D. Creative Director
Argem Vinuya Seven A.D. Creative Director
Julio Jose Malantic Seven A.D. Associate Creative Director
Maki Correa Seven A.D. Copywriter
Rina dela Calzada Seven A.D. Art Director / Illustrator
Mai Basilio Seven A.D. Art Director / Illustrator
Cil del Mundo Seven A.D. Business Unit Director
Tey San Diego Seven A.D. Planner
Arielle Anico Seven A.D. Account Manager