product
brand repositioning print and outdoor series

acting creative director
chantal ballesteros

art director
reygo batiquin

writer
jojo soria de veyra

client
abbott laboratories philippines (gain)

 

 

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writer's note: the series below approaches the target market in a manner Manila may not have seen before. I believe mothers of the targeted niche are mostly fashion-conscious women, if not for themselves then as an interest external to themselves. The series below appropriates a mannerism in fashion advertising. Our project's top person, Account Director Janet Santiago (formerly of Leo Burnett and AMA/DDB), didn't seem to be interested in this approach, nor was our acting Creative Director, ACD Chantal Ballesteros (formerly of Image Dimensions, AMA/DDB). Client, who was rumored to be interested in more creative approaches for their advertising needs, didn't have the benefit of having their own judgments on this approach heard. With the materials that Catalytx finally presented, we lost the account to the creative proposals of Gallardo and Associates, perhaps thanks to our people on top.

 

 

teaser print/banner 1

 

teaser print/banner 2

 

teaser print/banner 3

 

mother print/banner