Write a short summary of what happens in the ambient or digital execution or campaign.

Catcalling is a real problem in the Philippines. To successfully get unfair attention for our campaign, a unique visual style and tone were created. This was reflected on the on-ground stickers that featured our quirky artworks and witty copy inspired by colloquial “street” expressions that give it more relevance and resonance. The visual style and tone were also translated in the digital executions. The website, serving as a repository of the campaign’s various media output, allows people to download the jingles, lyric videos, posters, wallpapers, and other educational info. The Facebook page churns out share-worthy always-on content about the issue.

Cultural/Context information for the jury

The streets of the Philippines, where most of the catcalling happens, is littered by colorful personalities and even more colorful vehicles and signages. Colloquial expressions fill the air and witty sayings abound (e.g. jeepneys are filled with stickers like God Knows HUDAS Not Pay; Hudas being the Filipino translation of Judas). The campaign utilized this vibrant visual identity and the lighthearted humor in its materials, not just to reflect the unique local flavor of our streets, but also help our message stand-out in a usually chatter and clutter-field environment. The use of bold colors and a custom typeface that contrast the seriousness of the issue made the materials more cut-through. The use of nursery rhymes and witty world play also appealed to the Filipinos’ innate love for music and humor, making the campaign resonate better with the public.