Creativity, culture and craftsmanship: TBWASMP and Calla redefine the modern brand experience

MANILA, Philippines — Marking TBWASMP’s 25th anniversary, the agency partnered with Calla for an exclusive fragrance launch held at Salon de Ning, The Peninsula Manila, on August 15, bringing together scent, fashion and craftsmanship.

At the heart of the launch was a new Calla fragrance co-created with long-time brand ambassador Marian Rivera. The scent combines gentle fruity blossoms with warm vanilla musk, bringing a soft and comforting character to everyday spaces.

The fragrance is featured in the now-available Calla Bliss detergent powder and liquid fabric conditioner, while a limited-edition Calla Linen Spray featuring the scent was given exclusively to guests at the event.

That extended into an exclusive collection that brought local artistry into fashion. Acclaimed Filipino designer Joey Samson served as a creative mentor, guiding participating designers in adapting time-honored techniques and materials for a fashion setting while preserving the character of each piece. The result put Filipino craftsmanship at the forefront, allowing audiences to appreciate the skill and detail behind the designs.

For TBWASMP, the initiative reflects 25 years of Disruption®, challenging conventions to create ideas that move brands forward. Through the partnership with Calla, the agency brought that thinking to life by connecting fragrance with fashion and local craft, shaping a brand experience that extended beyond the product itself.

“Twenty-five years of Disruption® has taken us through a lot of new territory from campaigns that broke category norms, to AI-powered innovations, and now experiences people can actually wear. This is us stepping into fashion for the first time, and it’s proof that after 25 years, we’re still finding new spaces to disrupt," said Melvin Mangada, chairperson and chief creative officer at TBWASantiago Mangada Puno, TBWASMP

For Calla, the launch brought scent and fashion together in one showcase. By placing its newest fragrance alongside locally made pieces and design, the brand created a setting where product, style, and craftsmanship could be experienced side by side.

While the Salon de Ning showcase was invitation-only, the public was able to continue the experience at MaArte Fair, which ran until August 16, where Products of Peace had a dedicated booth featuring handcrafted pieces available for purchase.

Selected pieces from the fashion show were also brought to the booth following the event, allowing audiences to discover the craft and stories behind the collection.

Ultimately, the TBWASMP and Calla experience brought fragrance, fashion and local craftsmanship together in a way that gave each element a place in the story, from the scent itself to the people and craft behind the collection, extending the experience beyond the day.

Editor’s Note: This press release from TBWASMP’s is published by the Advertising Content Team that is independent from our Editorial Newsroom.