Manila Electric Company: Hope Floats
A grocery bag turned flotation device
Philippines was labelled the most storm exposed country in the world. And most of the customers of Meralco are living in the low-lying area that are prone to floods.
How can we help save lives if typhoons are already part of their everyday life?
We created a survival kit, an improvised flotation device or IFD . A simple tote bag that was usually use for groceries is actually a flotation device that can keep a person weighing as much as 220 pounds afloat. Basic tools for survival like whistle, flashlight, medicine, manual are included inside.
This IFD has been approved and tested by the Philippine Red Cross and Philippine Navy Auxiliary. Also brands like Pepsi and The Clorox Company joined Meralco on this project.
Agency: DDB Philippines
CD: Bobby Vito
Creatives: Kelvin Co, Shackie Caccam & Bern Reyes
CBS: Katherine Arellano
Accounts: Marnie Emralino, Andre Figuracion, Ivana Bito
Feature
An IFD can keep a person weighing as much as 220 pounds afloat. This Improvised floatation device can turn into a raft for disabled, kids and pregnant women. It also has a long strap that can be tied up in the nearby pole to prevent them being swept by a raging water.
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Collaboration
This project took 2 years to complete. It took a lot of revisions and a lot of quality tests just to make sure the safety of the wearer. This project made possible with the help of Philippine Navy Auxiliary, Clorox/Glad, Pepsi Cola Philippines and Red Cross.
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News Publications
Local government like Quezon City supported this project. Other news media joined in and they are also helping to create awareness about the IFD.
Case Film