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Direct Marketing - Consumer

Silver Winner

Entrant: TBWA\Santiago Mangada Puno, Metro Manila
"Koi Fish Feed Invite"
  • Corporate Name of Client:
    Ayala Land Inc.
  • Agency:
    TBWA\ Santiago Mangada Puno , Metro Manila
  • Chief Creative Officer:
    Melvin Mangada
  • Executive Creative Director:
    Melvin Mangada
  • Copywriters:
    Marci Reyes
    Abi Capa
  • Art Directors:
    Jake Tesoro
    Nolan Fabular
  • Print Producer:
    Dennis Carlos
  • Final Artist:
    Angelito Tan
  • Concept/Cultural Reference:
    Nuvali is a sustainable community with a vision of creating living spaces that thrive with the Earth. The clients wanted to invite people over so they see the unique kind of living that Nuvali promises.
    Nuvali is best seen and experienced. The key was to get people to drive an hour and a half away from the city and visit the area.
    The key objective was to increase foot traffic in Nuvali so a lot more can experience what it has to offer.
    The design harps on one of the biggest attractions of Nuvali – a man-made lake filled with thousands of beautiful koi fish. People were asked to visit Nuvali and feed the fish with an invite that doubles as fish feed. The material was printed with different koi fish patterns using edible ink. True to Nuvali’s eco-friendly thrust, the invite left zero waste.
    An increase in foot traffic and commotion in the koi fish lake as people take the drive to Nuvali and go fish feeding. More than this, they experience what living in a sustainable community would be like.