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Lifestyle Business

TBWA/Santiago Mangada Puno shines at Cannes

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MANILA, Philippines - At the 2011 Cannes Festival of Creativity, Boysen’s “Creatures” campaign once again took home a Silver Lion for the Outdoor Category.

Boysen “Creatures” is the sequel to the “Flowers” campaign released a year earlier that garnered numerous awards — the now-iconic campaign boasts a metal haul of 17 golds, 28 silvers and seven bronzes from various local and international awards shows like the Philippine Araw Awards, the Kidlat Awards of the Creative Guild of the Philippines, Spikes Asia of Singapore, the New York festivals, the One Show festivals and, of course, the Cannes Lions Festival.

Just like its predecessor, the Creatures campaign employed high-speed photography, premium Boysen paints, meticulous shot choices, and design craft. The creative team — composed of creative director Jake Tesoro, copywriter Bryan Siy, and art director Nolan Fabular — birthed the sequel that brought home the silver. The Boysen Creatures were created from scores of high-resolution photos of paint splashes. The team painstakingly selected ideal splashes and brought them together to create beautiful renderings of creatures in perpetual, lifelike motion.

This campaign is consistent with Boysen Paint’s thrust towards caring for the environment. At present, a large-scale art project is in the works for a revolutionary product called Knoxout — a paint that breaks down air pollutants. This urban renewal effort is dubbed EDSA or Everyone Deserves Safe Air. It involves the painting of the walls that line Metro Manila’s main highway. The transformation of EDSA’s walls into giant art pieces was placed in the hands of seven artists and TBWA/SMP.

Going green: The Boysen Mantis

By pushing a great idea and equally great execution even further, Boysen Creatures surpassed the Bronze Lion won by Flowers last year.

This gives Boysen and TBWA/SMP two lions in as many years.

More importantly, both client and agency’s drive to do their part in helping the environment continues to be inspired.

The Boysen Snail: The TBWA/SMP team painstakingly selected ideal paint splashes and brought them together to create beautiful renderings of creatures.

BOYSEN

BOYSEN CREATURES

BOYSEN MANTIS

BOYSEN PAINT

BOYSEN SNAIL

BRONZE LION

BRYAN SIY

CANNES FESTIVAL OF CREATIVITY

CANNES LIONS FESTIVAL

CREATURES

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