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.
Drawing from the pure joy of celebration and urban landmarks, we've embraced the elegance of art deco and the neon vibes of cities like 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.