CANNES – Something good can indeed come out of something dark. For its ‘Dirty Watercolor’ campaign for ABS-CBN Lingkod Kapamilya Foundation, TBWA\Santiago Mangada Puno was rewarded with two Bronze Lions for the Print and Publishing Lions at the 2016 Cannes Lions International Festival of Creativity.
Two posters, “Float” and “Boat” were each awarded the aforementioned Bronze Lions in the Public Health & Safety, Public Sector & Awareness Messages category.
The posters were crafted using water samples collected from some of Manila’s most polluted rivers such as Marikina River, Tullahan River, Cainta Creek, and Taguig Estuary. The decontaminated samples were repurposed to create the custom pigments used on these works of art. The works were then shown on display thanks to the ABS-CBN Foundation at the Kirov Showroom beside the Rockwell Tent from May 24-26, 2016.
In a previous story on adobo, TBWA\Santiago Mangada Puno Managing Partner and Chief Creative Officer Melvin Mangada noted that ‘Dirty Watercolor’ is one of the agency’s projects that are part of its philosophy of “creativity for humanity.” “Creativity for humanity encourages thoughtful solutions for pressing issues involving the environment and of course the future of our children and a better Philippines,” Mangada stated.
Originally conceptualized by TBWA\Santiago Mangada Puno creative director Bryan Siy, ‘Dirty Watercolor’ marks the Philippines’ first victories at this year’s prestigious festival.