TBWA\SMP is the only Philippine agency that won an ACT Responsible Cannes Tribute this year.

CANNES TBWA\Santiago Mangada Puno won a Palm d’Or ACT Responsible Cannes Tribute for “Dirty Watercolor”, an ingenious campaign against water pollution. Presented at the Cannes International Festival for Creativity, TBWA\SMP is the only Philippine agency among the four awardees.

Over the last year, “Dirty Watercolor” has won metals across various local and international award shows, including two Lotuses from AdFest, a Green Award from AME, and two Bronze Lions at Cannes 2016. The campaign focuses on bringing life back to Manila’s rivers and estuaries by creating art using special and unique pigments, which are made from polluted water samples.

The ACT Responsible Cannes Tribute is an award that gives recognition to outstanding creative ads for good causes across four themes: Education, Planet, Human Rights, and Solidarity. The winners selected by the general public and not a jury, and were awarded with Palm d’Ors as a symbolic tribute to the agencies that have used their creativity to make the world a better place. Among the other winners are McCann New York, McCann Worldgroup Mumbai, and Ogilvy Germany. This metal serves a reminder for advertisers and marketers to not just make great and creative ads but as well as work that caters to social and environmental issues.