FACTS CAMPAIGN by J. Walter Thompson Manila for Adobo Magazine

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FACTS CAMPAIGN

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Industry Magazines
Media Design & Branding
Market Philippines
Agency J. Walter Thompson Manila
Executive Creative Director Dave Ferrer
Copywriter Griffey De Guzman, Iel Encarnacion
Client Service Director Golda Roldan
Released November 2009

Credits & Description

Category: Posters
Advertiser: ADOBO MAGAZINE
Product/Service: ADOBO MAGAZINE
Agency: JWT MANILA
Date of First Appearance: Nov 18 2009 12:00AM
Entrant Company: JWT MANILA, THE PHILIPPINES
Executive Creative Director: Dave Ferrer (JWT Manila)
Creative Director / Copywriter: Joe Dy (JWT Manila)
Copywriter: Griffey De Guzman (JWT Manila)
Copywriter: Iel Encarnacion (JWT Manila)
Copywriter: Y2 Villanueva (JWT Manila)
Art Director / Illustrator / Typographer: Bob Cruz (JWT Manila)
Print Producer: Ces De Guzman (JWT Manila)
Print Producer: Carol Pe Benito (JWT Manila)
Client Service Director: Golda Roldan (JWT Manila)
Media placement: Posters - Public Events / Bookstores - November 2009
Media placement: Print Ads - Business Mirror Broadsheet - December 2009
Media placement: T-Shirts - Ad Congress - November 2009

Describe the challenges and key objectives
Adobo Magazine, one of Asia's leading publications on advertising and marketing, wanted to expand its reach to a wider audience: The general public.

Describe the brief from the client
Adobo Magazine, one of Asia's leading publications on advertising and marketing, wanted to expand its reach to a wider audience: The general public.

Describe how you arrived at the final design
Realising that people can most relate to advertising through the brands that are so entrenched into their daily lives, the team chose to show how Adobo magazine can reveal surprising and intriguing stories behind these brands. These facts were set in colourful typography that both described and illustrated the brand icons' stories. The designs were then used in print ads, posters and on t-shirts.

Give some indication of how successful the outcome was in the market
Magazine sales in bookstores and newsstands (which accounts for sales outside the industry subscriptions) experienced a significant rise after the release of the material. Posters of the design have been put up in offices. T-shirts bearing the design were sold out within a day of their initial release, even outperforming one of the most popular local t-shirt brands. Succeeding production runs of the shirts continue sell out almost almost immediately each time around. The Chupa Chups client approached adobo magazine and ordered their own run. Even other magazine publications ordered shirts for themselves.