Friday, June 24, 2011

ARIEL 'FASHION LAUNDRY' INTEGRATED CAMPAIGN


This is a particularly special win for me, perhaps the sweetest in my career so far, for many reasons:

1. It is my team's second Cannes Lion (the first, being a Silver Lion last year for The North Face Outdoor Essentials)

2. It is the Philippines' first integrated campaign that has ever won a Cannes Lion; it is the only integrated campaign from the Philippines that won a Cannes Lion this year

3. It was a product of a real brief: requested, supported, and paid for by a big, multinational company for a big, known global brand

4. It was the result of a Client-Accounts-Creatives-Activation/Integration-Production teamwork like no other I have seen

5. It resulted in oustanding business growth for the brand

6. It forged a stronger relationship between P&G and Saatchi Manila based on trust and faith in our creative ideas

7. It paves the way for greater and greater work from Saatchi Manila

8. And it is proof that if you just keep your eyes on the work and nothing else, nothing is impossible.

1 Bronze Lion, 2012 CANNES LIONS
3 Silvers, 2011 SPIKES
2 Bronzes, 2012 THE AWARD AWARD
1 Pencil, 2012 THE ONE SHOW
1 Merit Certificate, 2012 THE ONE SHOW

Saturday, April 23, 2011

ARIEL 'FASHION LAUNDRY' INTEGRATED CAMPAIGN

This is a project we've been working on for almost a year now. One of those increasingly rare times when everyone from Client to Agency, to consumers, even (the Cleans Like New campaign did wonders for sales!), was happy with the results!





NEWLY-WASHED CLOTHES WERE GIVEN BACK TO CUSTOMERS IN SHOPPING BAGS

EACH NEWLY-WASHED PIECE OF CLOTHING CAME WITH ITS OWN SHOPPING TAG

The Proposition was: Ariel Laundry Detergent cleans clothes like new. So we wanted to convert laundromats into clothing boutiques in order to dramatize that when your clothes are washed with Ariel, they're kept looking so new, you could actually mistake them for brand new clothes.

Part of this Integrated Campaign were Online Shopping Ads on Facebook that, when clicked, directed consumers to a Metropole site that mimicked an online shopping page that displayed newly-washed clothes rather than brand new ones. All kept lookin
g like new of course, with the use of Ariel.


NEW-LOOKING CLOTHES ON ONLINE SHOPPING SITE

WHEN CLICKED, REVEALED AS NEWLY-WASHED WITH ARIEL

CONCEPT BY: Bia Fernandez & Acid Cid (for the laundromat), Tony Sarmiento & Trixie F. Diyco (for the online shopping)
EXECUTIVE CREATIVE DIRECTOR: Andrew Petch
CREATIVE DIRECTOR: Trixie F. Diyco
ASSOCIATE CREATIVE DIRECTOR: Chin Pangan
COPYWRITER: Bia Fernandez
ART DIRECTORS: Acid Cid, Janette de Veyra
ACTIVATION TEAM: Aya
ACCOUNT SERVICE TEAM: Lou Santos, Carlos Domingo, Crissy Ancheta

Sunday, April 17, 2011

Safeguard "TUB" Promo TVC 30s

CONCEPT & COPY BY: Aste Gutierrez
EXECUTIVE CREATIVE DIRECTOR: Andrew Petch
CREATIVE DRIECTOR: Trixie F. Diyco
ART DIRECTOR: Biboy Royong
DIRECTED BY: Henry Frejas
PRODUCED BY: Karen Sto. Domingo
ACCOUNT SERVICE: Junnis Martinez, Lou Santos, Eva Ocampo

Friday, February 11, 2011

SAFEGUARD "DIRTY WORKERS" CAMPAIGN

May 4, 2011: 

"Manicurista" TVC won a Silver metal for Film Single Entry in the 2011 Philippine Creative Guild Kidlat Awards. It also won two other Silvers for Craft - Direction and Cinematography.

"Fish Vendor" TVC won a Bronze for Film Single Entry.

"MANICURISTA" TVC 60s
"FISH VENDOR" TVC 60s
CONCEPT: Aste Gutierrez
EXECUTIVE CREATIVE DIRECTOR: Andrew Petch
CREATIVE DIRECTOR: Trixie F. Diyco
COPYWRITERS: Aste Gutierrez, Paula Berroya
ART DIRECTOR: Biboy Royong
ACCOUNT SUPERVISOR: Junnis Martinez
DIRECTOR: Paolo Villaluna
PRODUCTION HOUSE: Filmex
PRODUCER: Karen Sto. Domingo


* As of March, 2012, "Manicurista" (renamed "Pedicurista") and "Fish Vendor" (renamed "Market Worker") won a Gold Film Lotus and a Silver Film Lotus at the most recent Australasian Adfest held in Pattaya, Thailand.

SAFEGUARD "TISSUES" DM

* May 4, 2011: "Tissues" won a Bronze metal for Promo & Direct at the 2011 Philippine Creative Guild Kidlat Awards. It also won another Bronze metal for the category called "What The???", which awards "work for whose category cannot be defined".


(COPY: This tissue won't stop your germs reaching her.)

CONCEPT: Ian San Gabriel
EXECUTIVE CREATIVE DIRECTOR: Andrew Petch
CREATIVE DIRECTOR: Trixie F. Diyco
ASSOCIATE CREATIVE DIRECTOR: Bia Fernandez
COPYWRITER: Bia Fernandez
ART DIRECTOR: Ian San Gabriel
ACCOUNT SUPERVISOR: Junnis Martinez