Pasig River, Manila’s main waterway, was transformed into a huge sewer system. In 1990, ecologists considered it “biologically dead”. HANA, a personal care brand, harnesses the restorative power of nature in their products. To further magnify this promise, the brand joined the city government's movement to revive the river.
The first water-cleaning billboards were created. Powered entirely by nature, the billboards were designed to float on the river. They are made of vetiver - perennial, non-invasive grass that can absorb pollutants in wastewater. The billboards were talked about on social media, and even appeared on national news and international events that champion environmentalism and sustainability, tagged as advertising that helped clean the most polluted river in the country.
Hana Water Billboard Case Board
Watch the Adobo Magazine Interview:
CREDITS
Agency: TBWA\Santiago Mangada Puno
Chief Creative Officer: Melvin Mangada
Creative Directors: Chino Jayme and Ali Silao
Associate Creative Directors: Cj de Silva-Ong and Nolan Fabular
Copywriters: Chino Jayme
Art Directors: Cj de Silva-Ong and Nolan Fabular
Director: Emilie Batard
Photographer: John Chua
Producers: Dennis Carlos, Abi Ramos, Sunny Lucero, Cheese Bagnes and Maan Dela Cruz
Collaborators: Vetiver Farms Philippines and Teresa Camposano
AWARDS
Cannes Lions 2015: Bronze and Shortlists / Health / Media / Design
Clio 2015: Grand Clio / Out of Home
D&AD 2015: Wood Pencil / Brand Experience
One Show 2015: Silver and Bronze Pencil / Collateral Design / Outdoor/ Design for Good
London International Awards 2015: Gold and Silver / Eco-Design / Use of Innovation Design
Spikes Asia 2015: Silver and Bronze / Media /Outdoor
Adfest 2015: Bronze / Ambient
Busan Ad Stars: Silver, Bronze, and Crystals / Media / Design / Promotion
PR
Adforum
