Bubba always takes the EDSA route to wherever, which I used to vehemently dispute since EDSA is swarming with recklessly speeding buses.  One thing that we enjoy though while traversing key cities along EDSA is the flock of mega-structure commercial billboards.  We admire the wit and creativity behind some billboard ads, while others give us a spoonful of laughter for just plain silliness.

On October 17, 2^nd Media, the Public Affairs arm of the Outdoor Advertising Association of the Philippines (OAAP) launched the biggest outdoor gallery in Asia.  No, the event wasn’t held in South China.  It was actually staged at Top Shelf of Fully Booked, Bonifacio High Street.  Yes, you read it right –in Manila.

2^nd Media paved the way in marking a new chapter in billboards’ history as they unleash the curtains of the Manila Outdoor Gallery Art Route.  Billboards have always been a tool only for advertising or announcements but OAAP is changing Metro’s billboard landscape Metro by featuring artworks from 10 of the most promising Filipino artists.  Included in this pool are the names of Popo San Pascual, Riel Hilario, Eddie Boy Escudero, Jose Terence Ruiz, Mario V. Fernandez, Gari Buenavista, MM Yu, Christina Quisumbing Ramilo, Lotsu Manes, and Tina Fernandez of Art Informal, who happens to be the curator of the exhibit.

This inception of Outdoor Gallery aims to enrich people with artworks that highlights environmental awareness –love for Mother Earth.  As our eyes are not accustomed to seeing paintings that are bigger than life, this social advocacy of 2^nd media takes us out of the daily hustle bustle of Manila traffic and the daily strain. 

I was offline for four days since I was in Zambales for an adventure race.  Passing through EDSA-North Luzon Expressway-SCTEX, I saw three of the paintings in key locations.  Art and Literature, in whatever medium its fashioned, whether a play or artwork –now in billboards, is food for the soul –enriching our lives beyond our necessities.

(Some photos courtesy of GeiserMaclang)

Outdoor Gallery Media Launch Album