DIRTY WATERCOLOR

Short List
TitleDIRTY WATERCOLOR
BrandABS CBN FOUNDATION
Product / ServiceABS CBN FOUNDATION
CategoryB03. Use of Exhibitions / Installations
EntrantTBWA\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

Credits

Name Company Position
Bryan S. SIy TBWA\SANTIAGO MANGADA PUNO Copywriter
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
Melvin M. Mangada TBWA\SANTIAGO MANGADA PUNO Chief Creative Officer

The Campaign

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.

Creative Execution

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.