PROBLEM
Pasig River, Manila’s main waterway, was transformed into a huge sewer system.
In 1990, ecologists considered it “biologically dead”. HANA, a personal care brand, harnesses the restorative power of nature in their products. To further magnify this promise, the brand joined the city government’s movement to revive the river.

IDEA

The first water-cleaning billboards were created. Powered entirely by nature, the billboards were designed to float on the river. They are made of vetiver – perennial, non-invasive grass that can absorb pollutants in wastewater.The vetiver in the billboards can clean up to 94% of nitrates, phosphates and heavy metals in the toxic wastewater only four days after planting. They also serve as a reminder for thousands of passers-by to think twice before dumping garbage into the river.

RESULTS

The billboards were talked about on social media, and even appeared on national news and international events that champion environmentalism and sustainability.
But more importantly, they helped clean the most polluted river in the country.


Client: Shokubutsu Hana
Agency: TBWA-Santiago Mangada Puno
Executive Creative Director: Melvin Mangada
Creative Directors: Chino Jayme and Ali Silao
Associate Creative Directors: Cj de Silva-Ong and Nolan Fabular
Producers: Dennis Carlos, Abi Ramos, Sunny Lucero, Cheese Bagnes and Maan Dela Cruz
Collaborators: Vetiver Farms Philippines and Teresa Camposano