Champion Detergent turns dinner napkins into cultural couture in Makati activation

Champion Detergent has unveiled an immersive brand activation in Makati that turned a dining experience into a cultural art installation, using sculpted dinner napkins to highlight the brand’s commitment to integrity.

Organised by Eleven, the PR division of TBWA\SMP, the event titled “The art of dining” was held at Sala in Makati and gathered guests for an evening where table settings doubled as a gallery of miniature cultural works.

Instead of conventional dining arrangements, each guest was greeted with intricately designed napkins placed on their plates. In total, 20 standard-sized square dinner napkins were sculpted and embroidered to resemble garments inspired by cultures that have shaped Filipino identity, including the opulent silks of China, the disciplined lines of Japan, and the intricate lace of Spain.

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The display set the tone for the evening even before the meal began.

“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 flavours that await,” said TBWA executive creative director Billy Samson.

Despite their elaborate appearance, each piece was created from a single, functional dinner napkin. The illusion left many guests wondering whether the pieces were more than folded linen until they were eventually unfolded at the table.

“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 Ryan Rubillar, TBWA’s creative director.

The craftsmanship behind the pieces was also meant to spotlight the creative process behind them.

“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,” said Samson.

Beyond its visual spectacle, the event was designed to communicate a deeper brand message. Champion used the activation to highlight integrity as a core value – positioning truth and authenticity as central to both artistry and product development.

“We provide consumer-first solutions as they need to be – without the need to overclaim. 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 of sales and marketing.

The evening culminated in a symbolic moment led by Tiu, as guests were invited to unfold the sculpted napkins before the meal began. The act revealed the plain linen beneath the elaborate designs – a gesture meant to reflect a return to substance over style.

To extend the experience beyond the event, guests were given a premium box containing Champion’s range of cleaning products, along with six linen napkins and step-by-step styling instructions encouraging them to recreate the designs at home.

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