Suyen Corporation Design & Branding BRA BAG by TBWA\santiago Mangada Puno


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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market Philippines
Agency TBWA\santiago Mangada Puno
Associate Creative Director Manuel Villafania\melvin Mangada\denise Tee
Executive Creative Director Melvin Mangada
Art Director Nolan Fabular
Copywriter Bryan Siy, Joey David-Tiempo
Released April 2012

Credits & Description

Category: Promotional Item Design
Product/Service: BENCH BODY
Executive Creative Director: Melvin Mangada (TBWA\Santiago Mangada Puno)
Creative Director: Manuel Villafania (TBWA\Santiago Mangada Puno)
Associate Creative Director: Denise Tee (TBWA\Santiago Mangada Puno)
Print Producer: Dennis Carlos (TBWA\Santiago Mangada Puno)
Account Director: Kathy Cosico (TBWA\Santiago Mangada Puno)
Account Manager: Ethel Sia (TBWA\Santiago Mangada Puno)
Art Director: Nolan Fabular (TBWA\Santiago Mangada Puno)
Copywriter: Bryan Siy (TBWA\Santiago Mangada Puno)
Copywriter: Joey Tiempo (TBWA\Santiago Mangada Puno)
Media placement: Shopping Bag - Retail Strores - April 27, 2012

Describe the brief from the client
Bench Body, a line of sexy underwear by Bench, the country’s biggest fashion retailer is deeply involved in breast cancer advocacy.

Recently, it was announced that the Philippines has the highest incidence rate of breast cancer in Asia.

Latest research indicated 3 out of 100 Filipinas are likely to develop breast cancer in their lifetime.

Describe the challenges and key objectives
Raise awareness for Bench Body's breast cancer advocacy amongst its customers.

Describe how you arrived at the final design
Bench Body created special shopping bags to raise awareness for the disease.

The bra bags replaced shopping bags in flagship stores of Bench in Metro Manila.

Give some indication of how successful the outcome was in the market
In the fight against breast cancer, Bench was able to make a difference by generating attention for the disease that kills thousands of Filipinas every years.