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Category

Award

LIVING BILLBOARD

Bronze Spike

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ClientTHE COCA-COLA EXPORT CORPORATION
ProductCOCA-COLA
EntrantMcCANN WORLDGROUP PHILIPPINES Makati City, THE PHILIPPINES
Type of EntryUse of Media
CategoryBest Use of Outdoor
TitleLIVING BILLBOARD
Product/ServiceCOCA-COLA
Entrant Company:McCANN WORLDGROUP PHILIPPINES Makati City, THE PHILIPPINES
Advertising Agency:McCANN WORLDGROUP PHILIPPINES Makati City, THE PHILIPPINES
Media Agency:STARLINK Makati City, THE PHILIPPINES
Credits
Name Company Position
Raul Castro McCann Worldgroup Philippines Chief Creative Officer
Peter Acuña McCann Worldgroup Philippines AVP/Deputy Executive Creative Director
Joseph Velasquez McCann Worldgroup Philippines Head of Art
Bernadette Chincuanco McCann Worldgroup Philippines VP, Managing Partner
Majo Tomas McCann Worldgroup Philippines AVP/Director- in-charge Momentum

Results and Effectiveness:

Immediate after the launch, Internet buzz erupted with tens of thousands of user-generated posts. The billboard instantly landed in the front-page news. It immediately grabbed international attention through international websites -- Forbes Huffington Post, Ad Age, Ad Week Ads of the World, AdForum.

Creative Execution:

Living Billboard launched on June 23, 2011. The location where the billboard will be placed is highly strategic to the intent of the billboard. Currently located along Northbound EDSA-Forbes. The size of the billboard is a 60 x 60 ft plant billboard. Billboard placement will run for several months. On June 23,2011, a PR event was conducted to support the launch of the Living Billboard. Leading local dailies and TV stations where invited to the event. They witness the unveiling of the Living billboard. Press Kits were distributed to all the media guests. Some strategic placements were also made at selected blogger such as eddiikarueger.blogspot.com, artstopmanila.blogspot.com, www.fashion-compass.com, www.angsawariko.com or krissyfied. These strategic placements further amplified effort. Local and international write-ups started to pour in the June 24,2011 and went viral after.

Insights, Strategy and the Idea:

Manila is the 8th most polluted Asian City. Its main artery, EDSA, is 3 times more polluted than anywhere in the city. In this environment, how can Coca-Cola launch their CSR program—Live Positively? STRATEGY Less talk, more action. Beyond a billboard that just talks about saving the environment, we created one that actually does its part in solving Manila’s pollution problem. IDEA The Coca-Cola Living Billboard. A billboard made with thousands of Fukien tea plants, each absorbing approximately 46, 800 lbs. of carbon/year. (82)