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.
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.
Inspired by the time of unadulterated celebration and landmarks of urban living; we took cues from the elegance and symmetry of art deco design elements and the neon signages of major cities such as Hong Kong, Tokyo, and Las Vegas.
In the morning, it depicts the iconic San Miguel Light bottle. It was designed to be easy on the eyes in the morning, as sunlight illuminates the billboard. But at night, it reveals holiday iconography, lighting up the night of hundreds and hundreds of commuters every day.