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TBWA\SMP, Makati / PACIFIC PAINT (BOYSEN) PHILIPPINES INC. / 2024
Awards:
Overview
Credits
Background:
Boysen, the Philippines’ leading innovative paint brand, created BUG OFF, a special paint with Artilin anti-pest technology. Upon contact with the paint, disease-causing flies, cockroaches and mosquitoes are killed. Boysen needed a campaign that would effectively demonstrate the technology and the beauty of paint.
Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.
Pests like mosquitos and flies remain to be one of the leading causes of epidemics in the Philippines, causing diseases like dengue, malaria, typhoid and cholera year on year. Pesticides are a part of daily life, however, not in paint form—which is a true innovation in the country.
Describe the Impact:
The material was launched in print, heavily influencing Filipinos who are in need of repainting their homes and safeguarding themselves against pests.
This is the latest iteration to previous Boysen campaigns, “Flowers” and “Creatures.”
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