Cannes Contenders: TBWA\Santiago Mangada Puno, Philippines
How will Asia Pacific perform at Cannes this year? During the lead up to the Festival Campaign Brief will be showcasing the work we hope will impress the judges ….
TBWA\Santiago Mangada Puno
In the Philippines, there is no government agency dedicated to the welfare of homeless animals, and the overwhelming task of caring for them falls solely on non-profit organisations like CARA Philippines. Daunted by the overpopulation of abandoned animals, CARA turned to TBWA\Santiago Mangada Puno to help encourage potential pet owners to consider adopting rescue pets. The campaign featured photos of real rescue pets that have been successfully re-homed. These simple success stories aimed to recognise the efforts of the people who have given these neglected animals better lives and, more importantly, inspire others to do the same. The digital posters went viral as they were shared by concerned animal lovers on social media.
Tree Lungs, Boysen
TBWA\Santiago Mangada Puno
Boysen commissioned artists from Japan, France, Finland, Singapore, Australia, UK, US and the Philippines to paint a total of eight giant 1,000 square-meter artworks along EDSA Highway’s walls. The artists created their masterpieces using Boysen’s smog-eating KNOxOUT paint. These eliminate the emissions of millions of cars daily. To complete the art gallery experience, audio guides using GPS geo tagging technology were installed on EDSA’s commercial buses. The technology triggered an automatic broadcast of art gallery audio guide recordings over the bus PA systems (a teaser audio recording before the bus reaches an artwork, and another artwork-specific recording while the bus is in front of a mural) informing commuters about the artwork, the artists and the KNOxOUT paint that they used. The exhibitions generated rave reviews from BBC, National Geographic, Al-Jazeera, and Reuters, bringing attention to the world’s longest art gallery.