product
print (part of campaign)

creative director
jojo soria de veyra

art director
bernie asis

writer
jojo soria de veyra

illustrator
bernie asis

client
sm supermalls

 

 

note: this project wanted to present a new sm campaign cry.
the art director and the writer decided that the "we've got it all"
old slogan should be regarded as obsolete in a country that has
adopted the mall culture as wholly part of its own. thus a new
positioning or cry, this time on what sm itself regards as signi-
ficant to it, its being everywhere. we must bear in mind that
even popular culture had a joke running that said, "only
sm can solve the traffic problem." thus our "republic
of sm" campaign slogan below.

 

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the jeepneys are supposed to be captioned by textual combinations like the headline,
illustrating directions like "sm north + project 8 + vice versa." the letters that shape the
jeepney picture on the right panel dramatizes an exchange between two comadres
that consequently mentions the many sm malls. click here to read copy.