product
print series
(part of campaign)
art director
norman tioco
jojo soria de veyra
writer
jojo soria de veyra
(concept/body copy)
pam pamintuan (handle)
illustrator
norman tioco
client
sm supermalls
note: after
its opening a few months earlier, it seemed that still only
a few people knew about sm manila, mistaking the mall's ads
as
referring to sm carriedo (in manila). the challenge was
therefore
to come up with a campaign that would advert the mall's
location.
to be consistent with the earlier launch campaign (done by
another
agency) which used the song "manila" by the band
hotdog,
our campaign took a phrase from the same song as the
new series' handle: "hinahanap-hanap kita".
furthermore,
as a way of visually illustrating the location, the series
used landmarks peculiar to the area and
hid the sm logo behind them.
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