Fedex placed this billboard in Manila during the rainy season, complete with fake mud, to show how they put your package first. The billboard would mean even more now with the current level of flooding in the Philippines. See David Guerrero’s assessment of Tropical Storm Ondoy’s devastating impact on The Philippines, on the BBDO Guerrero blog.
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.