San Miguel Light
Mahaba habang inuman, matagal tagal na usapan
With 20 years in their name, and holiday festivities just around the corner, it was the perfect time to share what San Miguel has always been synonymous with — celebrations.
WHAT WE DID
Creative Direction: Deane Miguel & Selina De Guzman
Lead Design: Lazir Caluya
We designed San Miguel Light’s billboard, found along the stretch of EDSA, where hundreds of Filipino pass by everyday, with the question of what does it mean to celebrate?
Filipinos love celebrating, even the smallest things. When celebrations are so frequent, how do you make them more special and memorable?
Designed to be enjoyed any time of the day, the billboard was designed to be effectively seen in the morning and at night. Placed in a major thoroughfare in the metro that’s notorious for standstill traffic, we asked ourselves: what would lighten up the stress caused by traffic? We wanted to create a simple representation of what they would come home to and what they could look forward to: celebrations, no matter how big or small.