In 2009, Manila was devastated by the worst typhoon to hit in decades, leaving millions homeless, stranded and isolated. While many efforts had been done to help people get back on their feet, many remained depressed over their situation.
Smilewich was an effort by Kraft Eden Cheese to send messages of inspiration that will remind victims that people are still looking out for them.
To communicate this idea of sending hope through Smilewich, we carved out letters from Eden Cheese slices, creating messages for the volunteer shirts, communications and packaging.
Client : Kraft Eden Cheese
Agency : JWT Manila
ECD : Dave Ferrer
CD: Joe Dy
Art: Katrina Encanto
Account Manager : Golda Roldan
Planner : Pam Pacete
Best Work, JWT Worldwide Creative Council
Finalist, Creative Guild Kidlat Awards
Silver, Tambuli Awards
Best Integrated Marketing Campaign, Kraft Awards