MANILA – TBWA\Santiago Mangada Puno’s ‘Biggest Air Filter’ was awarded at Cannes on June 20 during the “ACT Responsible Tributes” 2014 – recognizing and celebrating creativity for Good Causes.
‘Biggest Air Filter’ was one of 121 campaigns that were showcased in the exhibition (18 in the Planet section, 36 in Education, 40 in Solidarity and 27 in Human Rights).
With the participation of eight artists from around the world, ‘Biggest Air Filter’ makes use of Boysen’s smog-eating KNOxOUT paint to make giant murals along EDSA, the Philippines’ busiest thoroughfare. So far, the finished artworks have reduced pollution by 20 percent. “When advertising goes beyond hard-sell promotion for products, it becomes more engaging and appealing to the audience especially when it involves a universal issue. People can easily relate to it. And Boysen is very much into environmental care,” said account director Kara Filamor on the win.
“We were so happy to get the highest recognition from Act Responsible for the Planet Category and we hope that this recognition will inspire the whole country to help care for the environment, even with just one wall at a time,” Filamor said.
The campaigns that were showcased were chosen from 500 shortlisted entries, which in turn were chosen from a total of 1,012 campaigns were identified since June 2013 in the ACT Responsible database.
Visitors voted in the exhibition and online for their favorite campaigns in the four following themes : Human Rights, Solidarity, Education, Planet. Over 10,500 votes were collected, with the most popular campaigns awarded, as follows:
‘Biggest Air Filter’ was the favorite in the Planet category, followed by ‘WWF Animals’ for WWF Denmark by UncleGrey Denmark, and ‘Trash’ for Jacarenema by Criativa Propaganda Brazil.
In Solidarity, the favorite was ‘Development’ for Banamex by Publicis Mexico, followed by ‘Mona lisa’ for Fondazione ANT by Diaframma Italy, and ‘Behind the Dreams’ for O Pao dos Pobres Fondacion by DM9Sul Brazil.
For Human Rights, the favorite was ‘Children Protection’ for Community Development Authority by spark* UAE. Second favorite was “World Press Freedom Day” for Reporters Sans Frontières by BETC Paris France. Third was ‘You are my son’ for Colombian Ministry of Defense by LOWE/SSP3 Colombia.
In Education, the favorite was ‘Autocomplete Truth’ for UN Women
by Memac Ogilvy & Mather, UAE, followed by ‘Open your mind’ for Chiado Editoria by McCann Lisbon Portugal and ‘No future if you drink and drive’ for ONG Transito Amigo by Giacometti Brazil.
The 2014 Exhibition gathered 91 participating agencies from 34 countries (France, Brazil, UK, UAE, Philippines and South Africa in order of participation).
Marie Pourreyron, Adjointe au Maire de Cannes, handed out the “ACT Responsible Tributes” 2014 at the ceremony , which took place on the terrace of the ACT Responsible exhibition at the Palais des Festivals in the presence of Hervé de Clerck, Dreamleader of the Association and representatives of member agencies and partners.
“The public’s votes are unique as usually campaigns are judged and voted upon by professionals. The ‘ACT Responsible Tributes’ are a true award recognising agency talent and enabling us to better understand the issues which most affect the citizen. Each year, and for the past 13 years, loyal followers impatiently await the unveiling of the new collection. The online voting system offers access to a wider number of voters” says Hervé de Clerk, Dreamleader of ACT Responsible.
“Advertising does not only incite to consume. It also provides information and awareness. In all its diversity and creativity, it knows how to assist great causes enabling the public to understand the pressing necessity of supporting them. This is exactly what this fascinating exhibition demonstrates. Here, the intelligence of the advertising community speaks to every single heart” declares David Lisnard, Maire de Cannes, Vice-Président du Conseil général des Alpes-Maritimes.
