|Brand||ABS CBN FOUNDATION|
|Product / Service||ABS CBN FOUNDATION|
|Category||B04. Use of Ambient Media: Large Scale|
|Entrant||TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES|
|Idea Creation||TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES|
|PR||TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES|
|Bryan S. SIy||TBWA\SANTIAGO MANGADA PUNO||Copywriter|
|Melvin M. Mangada||TBWA\SANTIAGO MANGADA PUNO||Chief Executive Officer|
|Bryan S. Siy||TBWA\SANTIAGO MANGADA PUNO||Creative Director|
|John Ed de Vera & Nikko Pascua||TBWA\SANTIAGO MANGADA PUNO||Art Directors|
|Sunny Lucero|Denise Jose\Maan dela Cruz||TBWA\SANTIAGO MANGADA PUNO||Agency Producers|
|Portia Catuira||TBWA\SANTIAGO MANGADA PUNO||Managing Director|
|Kevin Gabon\ Emilie batard||TBWA\SANTIAGO MANGADA PUNO||Directors|
|Marishka David||TBWA\SANTIAGO MANGADA PUNO||Business Director|
|Dennis Carlos||TBWA\SANTIAGO MANGADA PUNO||Print Producer|
|Romar Quiroz\Tom Perdigon||TBWA\SANTIAGO MANGADA PUNO||Final Art|
|Luigi Villamar||TBWA\SANTIAGO MANGADA PUNO||Others|
To raise awareness for Manila’s polluted rivers and tributaries, we collaborated with artists to produce artworks. The artists used Dirty Water Color, unique pigments created using water samples from Manila’s most polluted rivers. The samples were processed in a laboratory, decontaminated through autoclave, oven dried and concentrated to produce colors like black, sepia, burnt sienna, gray and brown. These pigments were used to paint portraits of children and families living along the dead rivers.
Using the unique pigments from Manila’s polluted rivers, the artists produced 22 paintings, all in monochromatic colors of grays, blacks, browns and sepias. But even without the usual colors, the artists came up with beautiful images that are full of emotions that color the Filipino life. The proceeds from the art exhibit will be used for the rehabilitation of Manila’s most polluted rivers.
The exhibit attracted hundreds of visitors including the country's top business leaders, artists, politicians, diplomats and patrons of the arts. All the artworks were sold, raising more than ?1.3 Million The exhibit was featured in over a hundred websites, news programs and blogs around the world, including core77, Le Monde, BBC, Huffington Post, Trend Hunter, Yahoo News and Reuters. The exhibit also inspired others countries facing similar issues to take action like Russia. Without paid media support, the campaign generated 3.3 M views and 2.4 B potential reach within the 1-week campaign period amounting to ?6.1 M in media values.
Charities: We targeted an audience that can help amplify our message to the wider public. Like diplomats, celebrities, patrons of the arts, CEOs of the the country's top corporations and politicians. Hundreds of guests attended the Dirty Watercolor exhibit that ran from May 25-27, signed up and registered to support the ABS CBN foundation's efforts to rehabilitate Manila's most polluted rivers.
ABS CBN Foundation presented the artworks in an exhibit at the Rockwell Center, one of Manila’s largest commercial centers. The exhibit ran from May 25-27, 2016. We invited guests who can help amplify our message to the wider public like diplomats, media personalities, celebrities, patrons of the arts, CEOs of the country's top corporations and politicians.