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Festival of Creativity
26 - 28 September 2018
Singapore

Category

Award

FAN/IRON/TOASTER

ClientMANILA ELECTRIC COMPANY
CategoryA01. Corporate Identity Schemes
TitleFAN/IRON/TOASTER
Product/ServiceMERALCO PAPER BAGS
Entrant Company:TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Design/Advertising Agency:TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Credits
Name Company Position
Melvin Mangada TBWA\ Santiago Mangada Puno Creative Directors
Mel Aguinaldo TBWA\ Santiago Mangada Puno Art Director
Knox Balbastro TBWA\ Santiago Mangada Puno Copywriter
Bujit Tesoro TBWA\ Santiago Mangada Puno Copywriter
Agnes Magallanes TBWA\ Santiago Mangada Puno Accounts
May Dalisay TBWA\ Santiago Mangada Puno Print Producer
Romar Quiroz TBWA\santiago Mangada Puno Final Artist
Jeanne Young Jeanne Young Photography Photographer
Aap Printer Production House

Brief Explanation

At the core of this activation effort is a special booth where the public can get the lowdown on electricity-saving tips.

Describe the brief from the client:

MERALCO, the country's leading electric company has always had a tough time in keeping a friendly image to its public. For the nation, MERALCO is the electric supplier who constantly charges them high rates unmindful of all their other financial burdens. To enlighten the public about important issues regarding the electric consumption, MERALCO launched the "Lighter Side" Campaign. Its aim was to educate and promote proper and cost-efficient usage of electricity among the market.

Description of how you arrived at the final design:

As a supplemental information medium, paper bags bearing the save-electricity-by-unplugging message were given out. The paper bags featured appliances known to waste electricity if not used properly. The handles of the bags were made of actual electrical cords that were unplugged.

Indication of how successful the outcome was in the market:

The interactive design created buzz and drew a lot of inquiries and interest amongst mall-goers. Bags were out of stock before the day ended. More importantly, this design alongside the company's other campaign efforts generated significant awareness for the efficient use of electricity.