EducationWhen your campaign teaches consumers about an important cause
Brand TrustWhen your campaign inspires people to love, trust and become loyal to your brand
Change in BehaviorWhen your campaign changes consumer attitudes towards a brand, product or service
Brand VoiceWhen your campaign amplifies your brand's personality and overall equity
AdvocacyWhen your campaign supports a particular message or cause and speaks up for something greater than itself
Cultural ImpactWhen your campaign honors and contributes to Philippine culture
TBWA\SMP's Hana "Water Billboard" Campaign
HANA WATER BILLBOARD
Pasig River, Manila's main waterway, was transformed into a 25-kilometer sewer system that was considered biologically dead.
Shokubutsu HANA, a personal care brand that believes in the restorative power of nature, joined the movement to revive the river, but they wanted create more than an ad with a message.
The brand mounted the first ever Water-Cleaning Billboards. They are floating systems placed on the river, made of vetiver, grass that absorbs pollutants in wastewater.
As the government removed the solid waste, the billboards purified the water, giving hope and life back to the city.
Social GoodWhen your campaign gives back to the community, an individual, or a group of people
TBWA\SMP's CARMMA "Correcting History" Campaign
CARMMA CORRECTING HISTORY
On Sept. 1972, the Marcos dictatorship declared Martial Law, igniting country’s bloodiest era.
Decades later, Millenials would support VP frontrunner Marcos Jr. Many were ignorant about Martial Law because textbooks were never revised.
CARMMA, community of Martial Law survivors, disguised themselves as reporters to reveal the truth to Millenials. The encounter was aired and polls taken after showed Marcos’ numbers dropping, becoming one of the closest vice presidential races, which he lost.
Soon after, a new curriculum that included Martial Law as early as grade 2 was announced.
EngagementWhen your campaign interacts with consumers and helps them build a relationship with the brand