Title | THE VETIVER PROJECT |
Brand | PEERLESS LION |
Product / Service | SHOKUBUTSU HANA PERSONAL CARE |
Category | A06. Use of Ambient Media: Large Scale |
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 |
Angelito Tan | TBWA\SANTIAGO MANGADA PUNO | Final Artist |
Romar Quiroz | TBWA\SANTIAGO MANGADA PUNO | Final Artist Supervisor |
The Pasig River, Manila's main waterway, was transformed into a 25-kilometer sewer system. In 1990, ecologists considered it biologically dead. Shokubutsu HANA, a personal care brand that manufactures products made from 100% natural cleansing ingredients, believes in the restorative powers of nature. The brand wanted to join the movement to revive the most polluted river in the country.
From local primetime news alone, the billboard earned roughly USD 28,000 of free media mileage. 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 noise it created internationally earned the brand a seat in last year's annual conference for sustainability. It was featured in a conference amongst 400 advanced executives in corporate sustainability, marketing, brand strategy and product innovation through Sustainability Brands in London.
HANA mounted the first ever 'Water-Cleaning Billboards'. Powered entirely by nature, they are floating systems placed on the river and made of vetiver--perennial, non-invasive grass that absorbs pollutants in wastewater. As people looked at the river, they immediately saw the billboard. More than just a message, the billboards were actually cleaning the river itself.
Universities and informal settlers, that surround majority of the Pasig River estuaries needed to be constantly reminded of the need to keep the river and its environment clean. This effort also tried to capture the attention of mobile commuters, and office workers who either reside or hold office within the vicinity. Instead of installing the ad on a nearby street, it was placed where people could not miss it--right on the river itself. Pasig River became the medium. For the initial leg of this campaign, HANA zeroed in on Estero de San Miguel, as it received the most foot traffic.