Cannes Lions

BENCH

TBWA\SANTIAGO MANGADA PUNO, Makati City / SUYEN CORPORATION / 2013

Case Film
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Case Film

Overview

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Credits

Overview

Description

One of the films launched was one icon’s tribute to another. “Bella – Kontrabida pa rin at 84”. (Bella – Still a Villain at 84)

Bench pays homage to Philippine cinema’s one and only legendary villain – Ms. Bella Flores. Bella’s unforgettable performances in 70 years and over 100 films have etched her signature sinister laugh and piercing stares in the minds of the Filipino movie-going public.

In Benchingko Films’ Bella, she dares the audience to snatch her throne by taking them through a comedic crash course on how to be an effective villain.

Execution

Bench created the 'Breast Cancer Window Displays'. These were window displays showing male mannequins as doctors giving breast cancer exams to female mannequins, reminding women to get their breasts checked. These displays were installed in the most populated malls in the country. They were visible along the main walkways of the mall, free of media and production expenses.

Outcome

The breast cancer awareness message was delivered to over 12,000,000 people during Breast Cancer Awareness Month through free media placement. The reach went beyond its target audience (i.e. Bench customers), as even passers-by were exposed to the message.

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