490. I CAN SERVE, “Bowls” TVC 30s, 2002

2 BOWLS AND A MARBLE. Photoboard of the "I Can Serve" TVC, July 1922

Kara Magsanoc-Alikpala, a breast cancer survivor, is the Founder and President of I Can Serve Foundation Inc. (ICS)  Its mission is to arm women with breast care health and breast cancer information so they can make informed decisions about their health. It also provides access to special services that will help the breast cancer survivor recover and heal more effectively.

Jimenez D’Arcy (the future PublicisJimenez Basic) partnered with her foundation, to create its promotional materials for its programs, pro bono. PJB Co-CEO Ramon Jimenez Jr. (+), who was a close relative of Kara (her mother Letty Jimenez-Magsanoc was a cousin), would assign ICS projects to all his creative teams so they would get a chance to work with “more creative clients”—as Alikpala was cut from the same creative cloth—she was also a broadcast journalist, documentarian, producer, and foreign media correspondent.

Some of the promotional materials done by Jimenez D'Arcy for ICS

In July 2002, ICS rolled out its breast cancer education program with a low budget, 15 sec. commercial conceived by the creative team of Jenny Lao and Raoul Panes.

 WATCH "I CAN SERVE" BOWLS TVC HERE:

The short but stunning commercial entitled “Bowls”, used a simple parallelism story to send its important message: To have your breasts checked so you can stop guessing  stop guessing and worrying about cancer. The spot won an ‘Ad of the Month’ citation and was entered in international ad competitions and showcases worldwide.  The Creative Team went on to achieve bigger things: Jenny Lao, now married her cinematographer Jessie Pastor, became a sought after film director for commercials, while Raoul Panes went on to become the Chief Creative Office or Publicis Groupe-Leo Burnett).

CREDITS:

AGENCY: JIMENEZ D'ARCY

CLIENT: I Can Serve

CREATIVES: Jennifer Lao, Raoul Panes

AGENCY PRODUCER: Paul Suarez

PRODUCTION HOUSE: FILMEX

EEXC. PRODUCER: Ginny Vizcarra

DIRECTOR: Jennifer Lao

CINEMATOGRAPHER: Jessie Pastor

SOURCES:

I Can Serve FB Page

4 As Philippines youtube channnel

489. TAKAYAMA GARDEN RESTAURANT, "Senses", Print Ad Series, 1990

From the mid 1980s to the 1990s, TAKAYAMA Garden Restaurant was one of the most renown Japanese fine dining places in Manila, known for its innovative Japanese menu like their Love Boat Special (a mixed platter of authentic Japanese specialties) and tempuras made from real, edible flowers.

The restaurant was started by the De Mesa sisters (Diana de Mesa Santamaria and Erlinda de Mesa Yap) of Tri-Chef Foods Corporation, They opened the 1^st TAKAYAMA Restaurant on August 1985, along Wilson St., Greenhills, named after the saintly Japanese samurai, Justo Takayama Ukon, who died in the Philippines. A statue of the blessed Japanese once graced the TAKAYAMA  branch in Greenhills.

Early Takayama ads show different looks.

The restaurant business took off, and because a favorite of businessmen, office workers,  and families in the area. A 2^nd branch sprouted in Makati Greenbelt. With business doing very well, the company went the rounds of small agencies to handle their advertising. The output was rather inconsistent and not cohesive, as there was no distinctive TAKAYAMA design look.

The company sought out the services of powerhouse agency ACE-SAATCHI & SAATCHI, which was assigned to the team of Melvin Mangada, Art Director, and Lilit Trinidad. Copywriter. They created these stunning black and white “Senses” campaign featuring reworked old Japanese prints, and copy written in the style of Japanese haiku.

The TAKAYAMA Garden Restaurant chain flourished for a decade more, closing in February 2002, after 37 years of bringing the tradition of fine dining to its satisfied clients.

CREDITS

CLIENT: Tri-Chefs Food Corporation

PRODUCT: TAKAYAMA GARDEN RESTAURANT

AGENCY: ACE-SAATCHI & SAATCHI ADVERTISING

ART DIRECTOR:  Melvin M. Mangada

COPYWRITER: Lilit S. Trinidad

CREATIVE DIRECTOR: Ramon Jimenez Jr.

488. Got Ink? Parker QUINK , Various Ads 1935-1965

An indispensable office and school staple for students and workers in the 1930s is Parker QUINK INK. Back in those days, before the advent of ballpoint pens, fountain pens were used for office and classroom writings.

Unlike disposable ballpens, fountain pens were a sort of a status symbol, not only to be used and refilled with ink, but also to show them off, as fancy ones that had silver and gold fittings, trimmed with mother-of-pearl, and precious gems like diamonds and sapphires! But the ink remained the same favored  Parker QUINK INK.

QUINK INK is a coined term from  'quick' and 'ink' developed by the Parker Pen Company in 1931 and continues to be produced today. Chemist Galen Sayler is credited for its development creation, and  Quink was launched  on 17 March 1931—and its superior qualities—continuous flow, non-cloggging, smooth writing, quick-drying—drove its commercial success worldwide.

A myth grew out of QUINK INK’s origin in that it was a U.P. Filipino chemical engineer  Francisco A. Quisumbing who invented the world-famous ink. After receiving his Ph.D. from Columbia in 1921, he returned to the Philippines to teach Industrial Chemistry at his alma mater, U.P. (1922-1934).In 1923, he founded the Quisumbing Ink Products, that was not connected with Parker, in any way.

Though the popularity of fountain pens gradually dipped during the second half of the 20th century, Parker QUINK INK bottles and refills continue to be available today to a whole market legion traditional fountain pen users worldwide.

SOURCE

Quink Ink, Wikipedia. https://en.wikipedia.org/wiki/Quink