Fajardo, Kim Bernard G.

COM634
MC 1-1 Prof. Ma. Victoria Red

FINAL REQUIREMENT
1. Choose any Integrated Marketing Communications Effectiveness Awardee (IMCEA),
you may refer to the Integrated Marketing Communications Effectiveness Awards
(IMCEA) of the University of Asia and the Pacific.
a.) Describe the IMC approach of the company (IMCEA Awardee)
b.) Emphasize the societal values promoted such as excellence, mobility and social.
c.) Analyze the creative merits and values which delivered positive results to its
stakeholders.

TAMBULI AWARDS: Creativity + Human Good + Results

This is not an award on charity, advocacy, pro bono, or CSR advertising, even if
those campaigns are welcome to enter. Our focus is on mainstream brand campaigns
that celebrate humanity, inspire purpose, and deliver results.
The Asia-Pacific Tambuli Awards is the pioneer award show globally on effective
advertising for good. It honors brands that do well and do well the seamless integration
of creativity + human good + results.
Case study entries must demonstrate how brands uplift society, create positive
change, and correlate purpose with purchase.
The Asia-Pacific Tambuli Awards began in Manila in 2005, and opened up to the
Asia Pacific region in 2012. The Tambuli (a native Filipino horn) is organized by the
School of Communication of the University of Asia and the Pacific (UA&P) in collaboration
with the industry, to create positive impact in society through marketing communications.
 ABS-CBN LINGKOD KAPAMILYAS DIRTY WATER COLOR

Title: Dirty Watercolor

Brand: ABS CBN Foundation
Entrant Company: Tbwa\Santiago Mangada Puno
Agency Network: Tbwa\Santiago Mangada Puno, makati city
Agency: Tbwa\Santiago Mangada Puno, Manila
Creative Agency: Tbwa\Santiago Mangada Puno, makati
Chief Creative Officer: Melvin M. Mangada
Chief Creative Officer: Melvin M. Mangada
Executive Creative Director: Melvin M. Mangada
Creative Director: Bryan S. Siy
Copywriter: Bryan S. Siy
Art Director: John Ed De Vera/Nikko Pascua
Copywriter: Bryan S. Siy
Agency Producer: Maan dela Cruz, Denise Jose
Directors: Emilie Batard, Kevin Gabon
Managing Diretor: Portia Catuira
Client-Chairman: Gina Lopez

Brief:
1. Create awareness for Metro Manilas dead rivers and tributaries.
2. Promote the art exhibit and generate funds for ABS-CBN foundation, the organization
leading the cleanup of rivers and tributaries in the Philippines

The Strategy:
In 2011, all rivers and tributaries in Metro Manila were declared dead. It is a huge problem,
affecting health, fisheries production and tourism. According to World Bank, the annual
economic losses caused by water pollution is estimated at US $1.3 billion. There are
many efforts to create urgency for the problem, focused on exposing the conditions of the
rivers. They have become so common, they lost their value. We needed to come up with
an effort that will catch attention among its intended target and make them see the
advocacy with fresh eyes. Dramatize the condition of the rivers without them looking
away.

The Execution:
We collaborated with artists to produce artworks. The artists used dirty water color, unique
pigments created using water samples from Manilas most polluted rivers. The samples
were processed in a laboratory, decontaminated through autoclave and concentrated to
produce colors like black, sepia, burnt sienna, gray and brown. These pigments were
used to paint portraits of children and families living along the dead rivers. The pigments
were very challenging to work with, with the colors all on the monochromatic side. But
even without the usual colors, the artists came up with beautiful images that are full of
emotions. Emotions that color the Filipino life. ABS-CBN Foundation, presented the
artworks in an exhibit that ran from May 24-27, 2016.

The Result:
Dirty watercolor is one the most attended art exhibits of the year. During the 4-day exhibit,
hundreds of guests registered to support ABS-CBN Foundations efforts to rehabilitate
Manilas most polluted rivers. All the artworks were sold, raising more than 1.3 million.
The exhibit was featured in over a hundred websites, news programs and blogs around
the world, including core77, le monde, BBC, Huffington Post, Trendhunter, Yahoo News
and Reuters. Without paid media support, the campaign generated 3.3 million views and
2.4billion potential reach within the 1-week campaign period, amounting to 6.1 million in
media values.
 ABS-CBN LINGKOD KAPAMILYAS DIRTY WATER COLOR: Putting pollution to
good use

The medium is the message.

The poignant scenes of life by the river todayinnocent and expressive children frolicking
in waterways fringed by their own shanty homes and playing with floating plastic debris,
river folk scavenging the waters for what they can find, and fantastic scenes of gigantic
janitor fish, the infamous invasive specie, being hugged by youthwere depicted with a
palette of colors limited to burnt siena, sepia, umber, ochre, grey, and black.
The gorgeous and impressive artworks, painted on pristine watercolor
papers and neatly framed and encased in glass, give no hint that the pigments were
derived from the extremely polluted and biologically dead urban estuaries and
tributaries that they depictedpaint so toxic that it had to be decontaminated by
autoclave and so filthy that the artists had to wear medical-grade masks to protect
them from the stench while the concentrated pollution-derived paint was still wet.
This was all for a cause that seeks to one day make this very same painting exhibit
impossible, as clean and clear waters of living rivers leave no trace on paper.

Veteran painter Toti Cerda, the nation's preeminent watercolorist, together with
John Carlo Vargas, Kean Barrameda, Fred Failano, Allan Clerigo, Van Isunza, Luigi
Almuena, Renee Ysabelle Jose, and John Ed De Vera, this generation's most promising
water color artists, came together for the Dirty Water exhibition at Kirov, The Rockwell
Center, Makati City, that ran from May 24 to 26, 2016. The exhibit was made possible
by the ABS-CBN Lingkod Kapamilya Foundation, Inc., its Kapit Bisig Para sa Ilog
Pasig being the exhibit's prime beneficiary, and the TBWA\Santiago Mangada Puno
advertising agency, which conceptualized the exhibit. Curating the exhibit was
acclaimed art critic, author, and former ad man Cid Reyes.

Heeding the call

The concept was from TBWA\Santiago Mangada Puno and they called me
because I used to be in advertising. They worked in partnership with the Lingkod
Kapamilya because the ABS-CBN Foundation is the organization that is spearheading
the rehabilitation of the Pasig. They got several young artists who have not yet done solo
shows. They brought me in as the curator. And then I brought in a master watercolorist
because the others were so young, to communicate that this is an important thing. So I
got in touch with Toti Cerda, Reyes recounted.

He revealed, We did not tell the artists what to paint. We felt that was the best
way. And then produce some really great pieces. You see the face of innocence and
imagine that being endangered. Filipinos dont care what is dirty or not. I mean the kids,
when its summer they all jump in and these are polluted. In the midst of all the garbage,
they are swimming. We have to save our kids from that kind of danger.
 This show has a lot of poignancy, urgency, sadness, and celebration that
we all need to work together to save the Pasig, he noted. He noted that the prices for
which these striking yet gorgeous painting were sold were an absolute bargain, given that
these young artists have yet to have a solo exhibit that would increase their value.

The curator noted that exhibit was unique both for its medium and its message.
Reyes declared, For as long as the rivers are dirty, we should have an exhibit like
this every year.

Different strokes

JC Vargas, whose portrait of a child was the centerpiece of the exhibit, explained
that the pigments were derived from the Cainta, Tulyahan, Marikina, Taguig, and Pasig
rivers, each producing different shades and colors. It was autoclaved [sterilized using
heat and pressure], decontaminated, and concentrated. After that process, we mixed it
with gum arabic [acacia tree sap traditionally used in art paints] to use it as a watercolor.
The gum arabic fixes it as binder.

He confessed that, despite the medical masks they wore, The smell is not good.
Although it was processed and decontaminated, the smell still stays. The stench only
helped the artists bring to life the scenes of the rivers as they painted.
 Besides the stink of the pigments, Vargas revealed that the pollution-derived paint
had properties that were different from professional water colors and necessitated a
different set of techniques. I brush less. Because the more you brush, the more the paper
will be damaged. Just one brush stroke was used.

Part of the whole

Jen Santos, Program Director of the ABS-CBN Lingkod Kapamilya Foundation's

Bantay Kalikasan, stated, The Pasig River is 27 kilometers and passes through five
cities. So when we do work in the Pasig River it means having to coordinate with the cities
of Taguig, Makati, Mandaluyong, Pasig, and Manila. Just like our own circulatory
system, any clogs, hindrance from any artery or vein will cause great harm. So
what we do is we focus first on the esteros.

At the Philippine International Rivers Summit in 2012, all rivers within Metro Manila
were declared biologically dead by scientists. Silt, crude oil, heavy metals, algae and
biological wastes were the chief contaminants.

Informal settlers who were living by the esteros and under the bridges have to
relocate because its not safe for them to live there. We wanted to give them more decent
life. So Bayan ni Juan, which is also a project of ABS-CBN Lingkod Kapamilya
Foundation, was one of the relocation sites. There we have livelihood, they have housing.
They have a playground, they have a clinic. Its a whole area for their needs. We have to
change mindsets. We are talking about values formation which cannot be done overnight.
So we have formulated a special program where each individual can be empowered to
be a river warrior. So we have done River Warriors on different sites, she revealed during
an audiovisual presentation that documented how school children from communities near
waterways were motivated and educated.

Santos showed photos that documented the dramatic transformation already

instituted at various sites rehabilitated by Bantay Kalikasan, most notably the Paco Market
estuary. Waterways once clogged with trash and hemmed by shanties became beautiful
riverside gardens and parks where local children could safely play.

Perfect chemistry

Melvin Mangada, multi-awarded and internationally acclaimed Managing Partner

and Chief Creative Officer of TBWA\Santiago Mangada Puno, revealed that it was Bryan
Siy, Creative Director at TBWA\SMP and a graduate of Chemistry, who spearheaded the
exhibit, using both his creativity and knowledge of chemistry to make painting art with
pollution a reality.

The Dirty Watercolor Project is just one of the projects we have out in the agency
which is part of the philosophy of the agency which is creativity for humanity. Creativity
for humanity is beyond selling donuts or fried chicken, which is really exciting for us.
Creativity for humanity encourages thoughtful solutions for pressing issues involving the
environment and of course the future of our children and a better Philippines, declared
Mangada.