UPLIFT

TitleUPLIFT
ClientCLN SHOES
Product / ServiceFOOTWEAR AND ACCESSORIES
CategoryB01. Posters
EntrantTRIBAL WORLDWIDE PHILIPPINES Taguig City, THE PHILIPPINES
Entrant Company TRIBAL WORLDWIDE PHILIPPINES Taguig City, THE PHILIPPINES
Advertising Agency TRIBAL WORLDWIDE PHILIPPINES Taguig City, THE PHILIPPINES

Brief Explanation

In celebration of the Philippines’ national Day of Independence, the brand shines a unique light on the famous holiday, straying from the more widely celebrated national heroes and directing focus instead on our everyday heroines.

The Brief

CLN, a classic Philippine shoe brand desires to show their love and appreciation for all the strong and empowering Filipinas that have worn their brand throughout the years.

How the final design was conceived

The heel of the shoe depicts a story of the many independent women literally uplifting themselves and our country with all forms of strength. We see this also symbolized in a woman’s heels carrying the weight of her daily struggles and achievements. Each woman is depicted in tedious detail, representing differing female heroines, whether by occupation, role, or lifestyle. These women, who may be in no way special, are in every way extraordinary. We see their spirit in each of us that chooses to step forward everyday with the belief, “I am a woman, and I am strong.”

Indication of how successful the outcome was in the market

The ad lifted the Filipino women's spirit. The poster generated brand love through in-store feedbacks and mentions in social media. Bringing the brand closer to the heart of its customers and window shoppers.

Credits

Name Company Position
Eugene Demata Tribal Worldwide Philippines Executive Creative Director
Dan Pambid Tribal Worldwide Philippines Creative Director
Andi Olbes Tribal Worldwide Philippines Copywriter
Sam Ramos Tribal Worldwide Philippines Art Director/ACD
Anna Chua-Norbert Tribal Worldwide Philippines Senior Account Executive
Ayie Tama Tribal Worldwide Philippines Agency Producer
Sharki Librada Tribal Worldwide Philippines Agency Producer
Volty Garcia, Sandy Villagracia, Diane Zoleta Point Blank Studio Productions, Inc. Post Production
Joy Tan CLN Brand Head
Jocelyn Caracta CLN Operations Manager
Donnah Sabas CLN Product Developer
Maritess Chug CLN Business Developer
Anika Monfer CLN Maketing Officer
Vina Almeda CLN Digital Marketing Coordinator
Haydee Nano Strawberry Jam Printer