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Category

Award

THE HEART SHIRT

ClientTHE NINOY & CORY AQUINO FOUNDATION
ProductCORAZON AQUINO'S FIRST DEATH ANNIVERSARY
EntrantY&R PHILIPPINES Manila, THE PHILIPPINES
Type of EntryCorporate or Brand Itendity
CategoryCorporate Identity Schemes
TitleTHE HEART SHIRT
Product/ServiceCORAZON AQUINO'S FIRST DEATH ANNIVERSARY
Entrant Company:Y&R PHILIPPINES Manila, THE PHILIPPINES
Design/Advertising Agency:Y&R PHILIPPINES Manila, THE PHILIPPINES
Credits
Name Company Position
Marcus Rebeschini Y&R Singapore Chief Creative Officer (Asia)
Badong Abesamis Y&R Philippines, Inc. Executive Creative Director
Sandy Salurio Y&R Philippines, Inc. Executive Art Director

Brief Explanation

Overthrowing a dictator in the Philippines in the 80's, Corazon Aquino sparked the first bloodless people power revolution in postcolonial world history. She inspired similar movements in Asia, Eastern Europe, Africa, Germany, which ripples out even now to countries like Tunisia and Egypt. When she died in 2009, there was massive outpouring of grief and thanksgiving for her having drawn the nation to her heart. Thus, this project, to celebrate her life by means of design.

Describe the brief from the client:

Create a logo that celebrates the life of Corazon Aquino, a beloved former Philippine president, on the occasion of her first death anniversary.

Description of how you arrived at the final design:

On the occasion of her first death anniversary, this logo was launched. It shows the map of the Philippines, her face featured as the heart of the nation. In gist, a design of a map of a nation with a woman at its heart that would capture the heart of the nation.

Indication of how successful the outcome was in the market:

The design caught on. It was used by the two largest TV networks in the country. It found its way to the net, and was a hit on social media. More significantly, the country's biggest fashion brand used it and put it on its shirts. Underscoring the agency's concept, the store applied the logo on the left breast, resting on the wearer's beating bosom. Which is just as well, because the late president is much-loved. And because the word 'Corazon' means 'heart.'