Title | BREATHE |
Brand | ST LUKE'S MEDICAL CENTER |
Product / Service | ST LUKE'S MEDICAL CENTER |
Category | C07. Corporate Purpose & Social Responsibility |
Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Idea Creation | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Production | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Malek Ghorayeb | Leo Burnett Beirut | Chief Creative Officer - Campaign Supervision |
Nada Abi Saleh | Leo Burnett Beirut | Managing Director - Campaign Supervision |
Natasha Maasri | Leo Burnett Beirut | Executive Creative Director - Developed initial idea & led overall campaign execution |
Rana Khoury | Leo Burnett Beirut | Creative Director - Developed initial idea & led overall campaign execution |
Farah El Beaini | Leo Burnett Beirut | Communications Supervisor - Developed initial idea & led overall campaign execution & Led Media & PR amplification |
Grace Kassab | Leo Burnett Beirut | Associate Creative Director - Developed initial idea and led on Arabic writing |
Carl Kaed | Leo Burnett Beirut | Senior Art Director - Design Lead & Execution |
Orson Baz | Leo Burnett Beirut | Digital & Social Media Director - Digital planning & delivery/ Amplification & Analytics |
Nathalie Abi Hanna | Leo Burnett Beirut | Senior Multimedia Designer - Design & Animation |
Salma Bou Matar | Leo Burnett Beirut | Junior Art Director - Design Execution |
Nancy Haddad | Leo Burnett Beirut | Multimedia Designer - Design & Animation |
Hadi Afif | Leo Burnett Beirut | Content Manager - Digital planning & delivery/ Amplification & Analytics |
Rand Weld Ali | Leo Burnett Beirut | Communication Executive - Campaign Execution |
Razan Mneimneh | Leo Burnett Beirut | Communication Manager - Campaign Execution |
Maia Sahyoun | Leo Burnett Beirut | PR Executive - Online and Offline analytics |
Nay Baz | Leo Burnett Beirut | Senior Desktop Publisher - Production |
Rana Bizri | Leo Burnett Beirut | Studio Manager - Production |
Melvin Mangada | TBWA\SANTIAGO MANGADA PUNO | Chief Creative Officer |
Billy Samson | TBWA\SANTIAGO MANGADA PUNO | Executive Creative Director |
John Ed De Vera | TBWA\SANTIAGO MANGADA PUNO | Creative Director |
Melvin Mangada | TBWA\SANTIAGO MANGADA PUNO | Art Director |
James Mendoza | TBWA\SANTIAGO MANGADA PUNO | Art Director |
Greg Hernandez | TBWA\SANTIAGO MANGADA PUNO | Copywriter |
Marci Reyes | TBWA\SANTIAGO MANGADA PUNO | Copywriter |
Ryan Caidic | TBWA\SANTIAGO MANGADA PUNO | Copywriter |
Portia Catuira | TBWA\SANTIAGO MANGADA PUNO | Accounts |
Dennis Carlos | TBWA\SANTIAGO MANGADA PUNO | Producer |
Bianca Bunagan | TBWA\SANTIAGO MANGADA PUNO | Producer |
Vilma Niepes | TBWA\SANTIAGO MANGADA PUNO | Producer |
Ruel Arnedo | F8 Imaging | Photographer |
Lauren Nicole Duque | TBWA\SANTIAGO MANGADA PUNO | Hair and Make Up |
Lorna Olan | Freelance | Production Designer |
Dennis Perdigon | TBWA\SANTIAGO MANGADA PUNO | Final Artist |
Angelito Tan Jr. | TBWA\SANTIAGO MANGADA PUNO | Final Artist |
As hospitals became severely understaffed and overwhelmed, St. Luke’s Medical Center, the country’s leading healthcare institution, wanted to reignite the conversation on safety. Driven by its commitment to public safety, St. Luke’s released a three-part series of powerful, side-by-side photos exposing the frightening realities of the choices Filipinos make. The series shows a healthy individual’s concern over complying with the minimum health protocols and a COVID-19 patient inside the hospital. This particular image was captioned: “I can’t breathe”, The messages were posted on Facebook, the Filipinos’ favorite platform during the lockdown.