GROWTH
| Title | GROWTH |
| Brand | PEERLESS PRODUCTS MANUFACTURING |
| Product / Service | CHAMPION |
| Category | A03. Fast Moving Consumer Goods |
| Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| Idea Creation | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| Production | HOW'S EVERYTHING Makati City, THE PHILIPPINES |
Credits
| Name | Company | Position |
|---|---|---|
| Nolan Fabular | TBWA\SANTIAGO MANGADA PUNO | Art Director |
| Joey Tiempo | TBWA\SANTIAGO MANGADA PUNO | Exe. Creative Director |
| Bryan S. SIy | TBWA\SANTIAGO MANGADA PUNO | Copywriter |
| Melvin M. Mangada | TBWA\SANTIAGO MANGADA PUNO | Chief Creative Officer |
| Kara Fillamor | TBWA\SANTIAGO MANGADA PUNO | Business Director |
| Katya Gozo | TBWA\SANTIAGO MANGADA PUNO | Account Supervisor |
| Raisa Landyan | TBWA\SANTIAGO MANGADA PUNO | Account Manager |
| Romar Quiroz | TBWA\SANTIAGO MANGADA PUNO | Final Art |
| Dennis Carlos | TBWA\SANTIAGO MANGADA PUNO | Print Producer |
| Sunny Lucero\Cheese Bagnes\Maan dela Cruz | TBWA\SANTIAGO MANGADA PUNO | Agency Producer |
| Bryan S. Siy | TBWA\SANTIAGO MANGADA PUNO | Creative Director |
Brief Explanation
In many homes in the city, clothes are dried indoors because they do not have backyards to line dry clothes. With limited air circulation, high humidity and absence of sun, clothes can be a breeding ground for dangerous organisms like fungi, specially in a tropical country. It ’s no longer enough for a detergent to just clean dirt and remove stains. It needs to kill dangerous fungi as well. Champion Indoor Dry is a specialized anti-fungal detergent sold only in urban areas in the Philippines. We targeted households living in condominiums, apartments without backyards. We created a film to bring the attention of the market towards something they prefer not to see. We collaborated with Russian Director Nikolay Lariontsev and a macrophotographer from the Philippines to film growing fungi on micro timelapse. Working with 12 hazardous species of fungi that can live on fabric, the Mycologist designed their interactions to