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

To promote being a responsible traveler to the surfing island of Siargao, Cebu Pacific Airlines recycled broken surfboards that would have ended up in the dumpsites into surfboard billboards. Using local artists, each broken surfboard became outdoor surf art reminding Siargao visitors to help care for the island like a local. With their truly surf-inspired concept and art direction, the local government and local community of Siargao allowed the installation of the Broken Surfboard Billboards in the main surfing spot a few days before the huge crowds arrived for the biggest international surfing competition held in the Philippines: the World Surf League. By doing this, Cebu Pacific Airlines didn’t just install an outdoor ad on an existing placement site. It had created a totally new, sustainable ad format on the beaches of Siargao.

Cultural/Context information for the jury

The tropical islands of Siargao, Philippines is a surfers’ paradise. With its barreling waves, it has been ranked 9th by CNN Travel in its “50 Best World Surf Spots” list. However, its growing popularity has resulted in an explosion of tourist arrivals from 61,997 visitors in 2012 to 195,562 visitors in 2018. With these tourists also came the growing problem of trash. As the leading airline which brings the most number of visitors to the island, Cebu Pacific Airlines wanted to remind tourists to help take care for the island at a time and a place when the message mattered the most: when they were at General Luna, the main surfing beach where all tourists on the island go. However, the local government strictly doesn’t allow traditional advertising on the beach.