A colorful project that aims to help Filipino artists promote their masterpieces online
Topical medication has long been a part of Filipino culture. But if you think that its appeal is only limited for those who are sick, this box might make you think twice.
Greenstone Pharmaceutical, the company behind one of Pinoys’ favorite ointments, Katinko, has dropped its #KatinkoArtbox project. It aims to help Filipino artists promote their works in the digital space, especially these pandemic days, where they couldn’t hold physical exhibits.
Greenstone Pharmaceutical, the company behind one of Pinoys’ favorite ointments, Katinko, has dropped its #KatinkoArtbox project. It aims to help Filipino artists promote their works in the digital space, especially these pandemic days, where they couldn’t hold physical exhibits.
In an interview with Manila Bulletin Lifestyle, the company’s President and CEO, Melissa Yap, shares the inspiration behind this initiative.
“#KatinkoArtbox is a project dedicated to promoting the masterpieces of Filipino artists and helping them reach a wider audience by sharing their art online,” she says. “We wanted to create this nice collaboration with Filipino artists whose artistry and talent we’d like to support and promote. For this, we also collaborated with Woodprints Manila, who printed the masterpieces on repurposed and recycled wood.”
As a pharmaceutical company, Melissa says they believe in the power of art in healing the sick. “While Katinko helps relieve pain and itch, we also believe in the healing power of art. This project allows us to deliver our products while also bringing art closer to our customers, with the hope that it’ll bring smiles to their faces,” she shares.
This is also the reason why all artists who are tapped to join this project will work with the aspiration to bring healing to everyone. “The theme is art as a form of healing,” she says. “It is a requirement that all artworks in this program will bring joy to people.”
As of writing, the company has already closed deals with 20 artists, with the goal of keeping #KatinkoArtbox a long term project. “Aside from these are boxes, Katinko has also been doing art therapy workshops. We were in Tacloban during Yolanda, Marawi during the siege, and also in various orphanages and public schools,” Melissa says. “We plan on continuing this and hopefully get to work on more public art installations and exhibits that the public can enjoy.”
In a Facebook post, the company revealed the first five colorful boxes painted by Aklan-born visual artist Francis Nacion. Each box is 7.5” x 10.5” in size. Aside from owning a masterpiece, every patron of the #KatinkoArtbox will also own different products from the company’s lineup of oils, ointments, and alcohol.
“With the good traits of a Filipino hard work and good use of time, we can look forward to a brighter and happier life,” Francis says. “I want to show the world that the Filipino artist can be at par with the best in the world.”
On its Instagram account, Katinko has shared colorful works by Kublai Milan, Ariosto Dale Bagtas, and Emmanuel Sia have been revealed.