MANILA TBWA\ Santiago Mangada Puno was the top winner at the recently-concluded 2016 adobo Design Awards Asia, with Boysen ‘Colors’ picking up the Best of Show. TBWA\SMP won 17 metals overall, including snagging 1 Gold, 5 Silvers, and 10 Bronzes in addition to the Best of Show nod. Crafted for display in the normally-blank spaces found in every hardware store, ‘Colors’ caught judges’ eyes with its representation of the countless hues, shades and tones available to Boysen customers. All told, ‘Colors’ also garnered a Gold in Press & Poster, a Silver in Photography, and two Bronzes in the Press & Poster and Outdoor/Ambient categories.
The Best in Show-winning Boysen ‘Colors’ was crafted to evoke the countless hues, shades and tones available to client Pacific Paint’s customers.
“This award is a tribute to the work that can come about from a strong relationship between a creative agency and a client willing to embrace disruption,” said TBWA\SMP Managing Partner & Chief Creative Officer Melvin Mangada, referring to longtime client Pacific Paint, which produces Boysen. ‘Colors’ is the agency’s latest winning collaboration with the client, following the likes of their multi-awarded ‘Biggest Air Filter’, which took the top ACT Responsible tribute trophy at Cannes in 2014.
Other multiple award winners by the agency were ‘Ramen’ for client Tokyo Tokyo, which bagged a Silver (Press and Poster) and a Bronze (Illustration) for its playful rendition of a rainy day treat, and ‘Fin’ for the Tubbataha Reefs Natural Park, which picked up Bronzes for Press & Poster and Illustration.
The adobo Design Awards Asia were presented at Green Sun in Makati City at a celebration commemorating adobo’s Magazine’s 10th anniversary. This year, the the publication’s partnered with the prestigious D&AD Awards to present their competition, with D&AD President Andy Sandoz serving as jury president.