482. . SHARP (PHILS.) CORP. "Very Sharp, Very First" Print Campaign, 1989

By the end of the 80s, SHARP (Phils) Corp. entrusted to Ace-Saatchi & Saatchi its corporate advertising, as they entered a new decade with plans to launch more products and expand its robust business.

The project was assigned to Ace-Saatchi’s winning-est Concept Team, Mario Monteagudo (AD) and Robert Labayen (Writer). Just 2 years before, the duo had won a 1987 Print Ad of the Year award for their Visine Eye Drops print ad for client Pfizer. 

The result was a stunning Print Ad series that focused on the amazing pedigree of success that the company enjoyed over the course of 4 decade, through pioneering inventions, trailblazing products and state-of-the art innovation. 

“Our generation grew up with Sony”, recalls Robert Labayen when asked about the SHARP campaign background. “So, Mario and I were excited when we learned that our account, SHARP, scored many firsts in the history of the world’s tv technology. 

The brief came from our account person Timmy Jayme. We used illustrations that looked like Japanese characters to present SHARP as THE name behind Japanese TV technology.

 I made the illustrations because that was the time that I was into doodling. Mario came up with the line “Very Sharp. Very First.” That was another instance when Mario and I exchanged roles.”

The Print series delighted SHARP clients and marketing man, Mon Bermeo so much that the client not only ran the complete series in regular dailies, but also appeared in Visitacion dela Torre’s history book about Philippine advertising.

 Mario and Robert would go on to enjoy a 3-year Print AOY award-winning streak from 1991 to 1993, earning Creative Guild nods for  British Airways, Philippine National Bank and Petron. After their sterling career with Ace, Mario formed his own agency, while Robert joined ABS-CBN to become its VP-Head of Creative Communication in 2004.

CREDITS:

Many thanks for Robert Labayen for his recollections about making this SHARP Ad series; likewise to Mario Monteagudo, for his inputes.