MANILA, PHILIPPINES – The Philippines is known for being prone to natural disasters including volcanic eruptions, earthquakes, and typhoons. It is also known for its plethora of outdoor advertising, taken down when typhoons are predicted to occur.
Typhoons are the most occurring natural disaster in the country, and many people suffer because of it. How can the role of advertising from the likes of billboards become more functional and meaningful that it can help save lives?
With this in mind, Havas Ortega, a top media and communications agency in the Philippines, developed a campaign wherein outdoor advertisements including billboards, banners, and waiting sheds can double as detachable disaster-ready boats, life-rafts, spineboards, or use it as material for other disaster response devices.
Project S.A.V.E (Signage & Adspace Versatile for Emergencies). This campaign that has been implemented to the City of Valenzuela in collaboration with Havas Media Ortega worked with disaster prevention experts, first responders, and other national disaster coordinators. In the future, the goal is to implement the initiative to other towns and municipalities that experience the same problem.
The campaign has made it to Cannes Lions Media Lion Shortlist and has bagged the Bronze Award from the 2019 Spikes Asia Festival of Creativity. Recently, it was announced that the project has also made it to the 2019 shortlist of the D&AD Impact Awards, together with a few local agencies.
D&AD Impact Awards is under the prestigious global organization, Design and Art Direction, a group of exemplary designers and art directors celebrating creative communication and raising standards within their industry. This particular category recognizes creative ideas that are driving positive change.
Winners will be announced on November 6, 2019.
About Havas Ortega Group
A fully integrated media & communications group that is committed to create a meaningful difference for brands, businesses, and people. Established in 2012, Havas Ortega provides the most comprehensive marketing services and offerings across media, creative, and healthcare & wellness disciplines. A village model housed under one roof, while boasting a unique and unparalleled entertainment offering through partnership with Vivendi. (www.havasortega.com).
