GROWTH

TitleGROWTH
BrandPEERLESS PRODUCTS MANUFACTURING
Product / ServiceCHAMPION
CategoryA03. Fast Moving Consumer Goods
EntrantTBWA\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