Outdoor: Fedex and Philippines Mud
Fedex placed this billboard in Manila during the rainy season, complete with fake mud, to show how they put your package first. It takes an element of the outside world and puts it inside the billboard itself. The billboard would mean even more now with the current level of flooding in the Philippines. It would almost be inappropriate.
The Mud billboard was developed at BBDO Guerrero/ Proximity Philippines by chief creative officer David Guerrero, executive creative director Joel Limchoc and Simon Welsh, copywriter Meggy De Guzman, art director/retoucher Dale Lopez, producer Al Salvador, account manager Lynne Esguerra, retoucher Manny Vailoces.
The billboard won a Silver Spike award in Singapore in September.