BREATHE

Bronze Spike

Case Film

Presentation Image

TitleBREATHE
BrandST LUKE'S MEDICAL CENTER
Product / ServiceST LUKE'S MEDICAL CENTER
CategoryC07. Corporate Purpose & Social Responsibility
EntrantTBWA\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

Credits

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

Please tell us how the brand purpose inspired the work

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.