Spikes Asia

Growth

TBWA\SANTIAGO MANGADA PUNO, Makati City / PEERLESS PRODUCTS MANUFACTURING / 2016

Film
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In many homes in the city, clothes are dried indoors because they do not have backyards to line dry clothes. With limited air circulation, high humidity and absence of sun, clothes can be a breeding ground for dangerous organisms like fungi, specially in a tropical country. It ’s no longer enough for a detergent to just clean dirt and remove stains. It needs to kill dangerous fungi as well. Champion Indoor Dry is a specialized anti-fungal detergent sold only in urban areas in the Philippines. We targeted households living in condominiums, apartments without backyards. We created a film to bring the attention of the market towards something they prefer not to see. We collaborated with Russian Director Nikolay Lariontsev and a macrophotographer from the Philippines to film growing fungi on micro timelapse. Working with 12 hazardous species of fungi that can live on fabric, the Mycologist designed their interactions to

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