The Tutuban properties have been around forever, thanks in no small part to their ever-faithful tenants and customers. On their 25th year, they decided that it was time for them to expand, and they wanted to invite their tenants to stay for the exciting changes ahead. Because Tutuban had no database of their tenants, we both decided that the best way to get the community together was to throw them a thanksgiving dinner.
There was good food, good music, and good company; the turnout far exceeded our expectations. A lot of communication materials turned out to be just the doctor’s orders. Our design direction was guided by the tenants themselves. With most of the Tutuban community being Filipino-Chinese businessmen dealing in textile retail, the visual style of our campaign was mostly fabrics and lucky charms.