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MANILA – January 20, 2014 – TBWA\SMP’s partnership with Ayala Land started long before the agency won a bronze metal at Cannes for its ‘Koi Fish Feed Invite’ for Ayala’s Laguna development, Nuvali.
In a video for the developer’s 25th anniversary campaign by McCann-MRM Manila, ’25 stories,’ TBWA\SMP managing partner and chief creative officer Melvin Mangada talks about his history with the brand, which started when he was an art director at Ace Saatchi & Saatchi–the first to be hired right out of college.
“The task was as simple as it was daunting—to tell the story of an amazing company bearing one of the most revered names in the country,” Mangada recalled in the video.
He then shared how in the span of an afternoon, he and his creative partner Isabel Gamboa came up with ‘From grass to glass,’ from which they built what would turn out to be an iconic Ayala Land campaign.
Featuring a simple drawing–doodles depicting grass turning into simple strokes that look like buildings–the ad impressed their clients so much that they were asked to turn it into a full campaign, which they fleshed out with two more taglines, ‘From rocks to roads,’ and ‘From swamp to swank,’ and similar artwork.
After over a decade at Ace Saatchi, Mangada started TBWA\SMP with his mentor Jimmy Santiago and Tong Puno.
At TBWA, Mangada’s ‘creative kinship’ with Ayala Land continued as the agency created ‘Lov ’em all,’ a campaign to relaunch Ayala’s portfolio of malls.
"Our strategy was clear: while other shopping centers talked about completeness, we chose to magnify something that money can’t buy–love. Needless to say, we won the business," Mangada said.
Mangada also talked about his ventures into film, producing ‘Thy Womb’ by director Brillante Mendoza.
‘I want to do more films depicting the Filipino way of life, uplifting the Philippine image for the world audience,’ he said.
CREDITS
Creative Director: BudjetteTan
Associate Creative Director: Ron Roman
Senior Art Director: Bojo Torres
Art Directors: Bow Guerrero, Jason Concepcion
Business Group Director: Issa Tobias
Account Directors: Mattel Soliven, Mike Joson
Account Managers: Kyle Cruz, Andrea Lugue, Patti Sandico
Digital Strategic Planner: Beau Encarnacion
Digital Planning Director: Bea Atienza
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