Makati City, Philippines – Champion Detergent, in collaboration with TBWA, recently staged ‘The Art of Dining’ activation in Makati, fusing art, culture, and product messaging in an immersive experience. The event featured Champion’s cleaning products alongside hand-crafted, garment-inspired table napkins designed by TBWA, bringing together artistry, Filipino heritage, and the brand’s emphasis on integrity.
Held at Sala in Makati, the event offered guests more than a conventional dinner. Upon entering the dining room, attendees encountered intricately styled table settings, including miniature, outfit-inspired sculptures placed on each plate.
Central to the activation were 20 standard-sized square dinner napkins folded and embroidered to resemble traditional garments from historical periods and cultures, including the silks of China, the structured lines of Japan, and the lacework of Spain, reflecting influences that have shaped Filipino identity.
“Before we satisfy your appetites, we invite you to indulge in a visual feast, where the tablescape itself becomes the first course—an artful prelude to the flavors that await,” said TBWA’s executive creative director, Billy Samson, as he addressed guests.
According to the creative team, the installation was intended to elevate an everyday household item into an artistic statement.
“We set out to elevate this ordinary piece of cloth and to transform it into art. Through thoughtful design and meticulous craftsmanship, the ordinary napkins were elevated into beautiful ‘table clothes’ inspired by the many cultures that have shaped Filipino design and artistry, a fitting tribute to Champion Detergent’s Filipino roots,” explained TBWA creative director Ryan Rubillar.
“Each piece was thoughtfully hand-folded, hand-sewn, and embellished by young creatives—celebrating global influences while honoring the integrity, richness, and unmistakable spirit of Filipino creativity,” added Samson.
Beyond its visual appeal, the event also formed part of a broader campaign by Champion Detergent that highlighted transparency, authenticity, and integrity as central brand values.
“We don’t build products on false beliefs; we challenge myths to create better ones. Because for us, real quality begins with truth. And truth is what makes something beautiful — just like art. Artists are truth tellers,” said Jasper Tiu, Champion’s VP for sales and marketing.
The programme concluded with guests invited to unfold the sculpted napkins on their plates, revealing the plain fabric beneath before the meal began. The gesture was presented as a representation of substance over surface.
Moreover, the brand drew parallels between the craftsmanship behind the napkin art and the formulation of its detergent products. The napkins were intended for actual use during the meal, highlighting the practicality of both the art and the product.
Through this combination of visual installation, symbolic gesture, and product sampling, the campaign positioned Champion’s detergent products within a narrative of artistry, cultural heritage, and brand integrity.
