NEW YORK Last May 10, TBWA\Santiago Mangada Puno won five metals, including the only Green Award presented at the 2017 AME Awards. The wins came shortly after eight shortlist nods. The Green Award was awarded to “Dirty Watercolor” under the Environmental Issues category in addition to two Golds under the Events, and Outdoor/Transit/Out-of-Home categories. At the same time, “Millennials for Martial Law” won a Bronze under the Social Video category and a Silver under Civic/Social Education, while Oishi’s “Snackable Cannibals”, Nissan’s “Built to Stand Out”, and Boysen’s “Countless Colors” were awarded with Finalist Certificates.
“Dirty Watercolor” has been winning big since the beginning of the awards season for its innovative way of raising awareness for Manila’s polluted rivers and tributaries. The artworks produced with dirty watercolor, which are unique pigments created from polluted water samples, raised more than ₱1.3 million to be used in river clean ups.
Boysen countless colors case studyIn an effort to educate, the “Millennials for Martial Law” campaign brought millennials face-to-face with Martial Law victims. Not only did this change the millennials’ views and opinions on Martial Law, but the Department of Education agreed to revise the curriculum, reflecting the atrocities that happened under the late Marcos’ regime.
TBWA\SMP’s five wins that were honored at the AME Winners Showcase greatly exhibited the spirit of the agency’s philosophy of Creativity for Humanity. According to Bryan S. Siy, Executive Creative Director at TBWA\SMP, “Creativity is our purpose. It’s not measurable only by medals but more importantly, by the lives it has changed and the communities it has helped.”
The AME Awards for advertising and marketing effectiveness honors excellent work in ground-breaking solutions to challenging marketing problems.