THE PHILIPPINES, JANUARY 30, 2012: The Philippine Association of National Advertisers (PANA) and thePANA Foundation inducted their respective officers and board of directors last January 27 at the Dusit Thani Hotel in Makati. Campaigns and advertisements that exemplified truth and values advertising were also recognized in the third PANATA Awards.
Driven by the theme “Moving Forward through Community, Collaboration, and Co-Creation”, PANA president Margot Torres said that these three C’s are the very essence of being a member of the organization. “Why am I part of PANA? Is it not to collaborate and co-create for the greater good? What binds us together is our common interest as advertisers to build an effective and progressive country by promoting values in advertising, by protecting self-regulation, and our shared thirst for knowledge.”
Torres also underscored the importance of self-regulation and exercising a sense of responsibility in order to defend it, just like how Filipinos have defended their freedom. “As advertisers, we should uphold our code of ethics and actively participate in the act of self-regulation. We should be aware of the issues at stake.”
But another “C” that Torres asked PANA members to practice is the principle of charity. “Let us remember that this industry is made up of people. And as people, we need to see things as they are, we see things as we are,” she said, adding that the principle of charity allows people to respect each other and understand their perspective and therefore work better together.
Tourism is the business of the people
The night’s inducting officer and keynote speaker, Tourism Secretary Ramon Jimenez, began his speech with a comparison of himself with the Taal Volcano, which has been dubbed as “an island within a lake within an island within a lake”.
“I am an adman within a client within an adman within a client. I report to the president of the Philippines as an adman, I am the client of BBDO as the secretary of Tourism, I am once again the adman presenting to my people, and finally I am the client, expecting the world to do my bidding,” said the Tourism secretary, who previously headed the advertising agency JimenezBasic.
Jimenez also highlighted the organization’s slogan, “Truth (in Advertising)” as being a simple idea that binds different industries together, citing it as “the locus, the sine qua non for most, if not all, organizations and businesses.”
The former adman related this to the new Tourism campaign that carries the slogan “It’s more fun i the Philippines”. “(It) is not a manufactured slogan. It is the truth stated simply and creatively. It is powerful because it is true. It is powerful because the Filipinos believe it to be true,” he said.
“Your theme – Moving Forward through Community, Collaboration, and Co-creation – is very apt for this industry. Tourism, after all, is the business of the people,” Jimenez added. Already, he said, the industry is gaining ground, as the country recorded 3.9 million visitors for the past year, breaking its target of 3.7 million tourists. “This is a first for the Philippines because we have never, in the history of tourism, exceeded our target,” the secretary continued.
Jimenez also congratulated the officers of PANA and PANAF, as well as the winners of the PANATA Awards. Through value-laden advertising, he said, advertisers and creatives continue to build character of the Filipinos and the nation itself.
Nestle Philippines rakes in PANATA Trophies
Continuing its winning streak all around the industry and beyond, Nestle Philippines pulled in a total of 17 PANATA trophies, most of which are collective and individual awards for the “Kasambuhay Habambuhay” Short Film Anthology and the 100 Years of Nestle in the Philippines campaign. The night’s two gold trophies, crafted by National Artist Napoleon Abueva, also went to Nestle Philippines.
Publicis Manila, the creative agency that handles Nestle, received two Recognition of Excellence awards.
McDonald’s Philippines (Golden Arches Development Corporation) received multiple nods for its various campaigns “Wallet”, “McHappy Day 2010”, “Family Portrait”, and the infamous “Lolo”, to name a few. Meanwhile, Johnson & Johnson’s “Basta Pinas” campaign for Bonamine also gained acclaim as it pulled in six trophies.
The PANATA (PANA Truth in Advertising) Awards recognizes the advertising, marketing, and PR campaigns and champions traditional Filipino values: love of family, respect for elders, prayerful, philanthropy or generosity, volunteerism, hardworking or industriousness, prudence, love of country or heroism, adaptability, flexibility or resilience, humility, obedience, loyalty, reliability and honesty/integrity.
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FULL LIST OF WINNERS
GOLD
Nestle Philippines, Inc.
100 Years of Nestle in the Philippines
Brand Marketing – Integrated Campaign Category
Nestle Philippines, Inc.
Kasambuhay Habambuhay Short Film Anthology: TINGALA SA BABA
Brand Marketing – TV Category
AGENCY Recognition of Excellence
Publicis Manila
100 Years of Nestle in the Philippines
Brand Marketing – Integrated Campaign Category
Publicis Manila
Kasambuhay Habambuhay Short Film Anthology: TINGALA SA BABA
Brand Marketing – TV Category
SILVER
Golden Arches Dev’t. Corp. (McDonald’s Phils.)
Family Portrait
Brand Marketing – TV Category
Golden Arches Dev’t. Corp. (McDonald’s Phils.)
Lolo
Brand Marketing – TV Category
Nestle Philippines, Inc.
Kasambuhay Habambuhay Short Film Anthology
Brand Marketing – TV Category
Nestle Philippines, Inc.
Kasambuhay Habambuhay Short Film Anthology: THE HOWL AND THE FUSSYKET
Brand Marketing – TV Category
Nestle Philippines, Inc.
Kasambuhay Habambuhay Short Film Anthology: UNPLUGGED
Brand Marketing – TV Category
Nestle Philippines, Inc.
Kasambuhay Habambuhay Short Film Anthology: SIGN SEEKER
Brand Marketing – TV Category
Nestle Philippines, Inc.
Kasambuhay Habambuhay Short Film Anthology: DOWNTOWN
Brand Marketing – TV Category
Nestle Philippines, Inc.
Kasambuhay Habambuhay Short Film Anthology: ISANG TASANG PANGARAP
Brand Marketing – TV Category
Nestle Philippines, Inc.
Kasambuhay Habambuhay Short Film Anthology: SALI SALITA
Brand Marketing – TV Category
Nestle Philippines, Inc.
Kasambuhay Habambuhay Short Film Anthology: COOKING MO, COOKING KO
Brand Marketing – TV Category
Nestle Philippines, Inc.
Pag-ibig
Brand Marketing – TV Category
Nestle Philippines, Inc.
Kasambuhay Habambuhay Short Film Anthology: SILUP
Brand Marketing – TV Category
Nestle Philippines, Inc.
Kasambuhay Habambuhay Short Film Anthology: OH PA RA SA TA U WA YEAH!
Brand Marketing – TV Category
Monde Nissin Corporation – Lucky Me!
Icon
Brand Marketing – TV Category
Johnson & Johnson (Philippines), Inc. – Bonamine
Basta Pinas
Brand Marketing – Integrated Campaign Category
Nestle Philippines, Inc.
100 Years of Nestle in the Philippines
Brand Marketing – PR/Publicity Category
Nestle Philippines, Inc.
Kasambuhay Habambuhay Short Film Anthology
Brand Marketing – Special Events Category
Nestle Philippines, Inc. – Milo
Help Give Shoes
Cause Marketing – Integrated Campaign Category
BRONZE
Republic Biscuit Corp. (Rebisco) – Kingflakes
Sarap na Tapat
Brand Marketing – TV Category
Sun Life Financial Phils.
Experience Sun Life Campaign
Brand Marketing – TV Category
Golden Arches Dev’t. Corp. (McDonald’s Phils.)
Kita-Kits sa McDo
Brand Marketing – TV Category
Golden Arches Dev’t. Corp. (McDonald’s Phils.)
McHappy Day 2010
Brand Marketing – Print Category
Golden Arches Dev’t. Corp. (McDonald’s Phils.)
Wallet
Brand Marketing – Print Category
Golden Arches Dev’t. Corp. (McDonald’s Phils.)
McCafe Free Coffee
Brand Marketing – Print Category
Golden Arches Dev’t. Corp. (McDonald’s Phils.)
Mommy Before Manny
Brand Marketing – Print Category
Golden Arches Dev’t. Corp. (McDonald’s Phils.)
Hidden Father’s Day (Papa)
Brand Marketing – Radio Category
Golden Arches Dev’t. Corp. (McDonald’s Phils.)
McHappy Day 2010
Brand Marketing – Radio Category
Golden Arches Dev’t. Corp. (McDonald’s Phils.)
Meeting Meal
Brand Marketing – Radio Category
Philippine Long Distance Telephone Co. (PLDT)
KaAsenso Omnibus Campaign
Brand Marketing – Integrated Campaign Category
Kraft Foods Philippines, Inc. – Eden Cheese
Eden Sarap ng Pasko: 100 Days of Christmas
Brand Marketing – Integrated Campaign Category
Golden Arches Dev’t. Corp. (McDonald’s Phils.)
McHappy Day 2010
Brand Marketing – Integrated Campaign Category
Nutriasia, Inc. – Datu Puti
Vinsoy Champ
Brand Marketing – Digital Category
Pepsico, Inc. (Philippine Branch)
Sa Akin Ang Pinas
Brand Marketing – Digital Category
Johnson & Johnson (Philippines), Inc. – Bonamine
Basta Pinas
Brand Marketing – Digital Category
Golden Arches Dev’t. Corp. (McDonald’s Phils.)
Wallet
Brand Marketing – Sales Promotions Category
Johnson & Johnson (Philippines), Inc. – Bonamine
Basta Pinas
Brand Marketing – PR/Publicity Category
Monde Nissin Corporation – Lucky Me!
Kainang Pamilya Mahalaga 2011 – National Famealy Meal Day: Maghintay Campaign
Cause Marketing – Integrated Campaign Category
Nestle Philippines, Inc. – Nido
Say It Big
Cause Marketing – Integrated Campaign Category
Johnson & Johnson (Philippines), Inc. – Bonamine
Basta Pinas
Cause Marketing – Integrated Campaign Category
Globe Telecom
Txt Ryt
Cause Marketing – TV Category
Johnson & Johnson (Philippines), Inc.
Basta Pinas
Cause Marketing – PR/Publicity Category
Bayan Telecommunications, Inc.
Kanta Calls
Cause Marketing – Digital Category
Philippine Long Distance Telephone Co. – PLDT Customer Care
Buntis
Cause Marketing – Digital Category
Johnson & Johnson (Philippines), Inc. – Bonamine
Basta Pinas
Cause Marketing – Digital Category
Bank of the Philippine Islands (AMTG)
BPI 10K Test: Investing for Dummies
Cause Marketing – Digital Category
BPI Family Savings Bank – Auto Loans
Because Nature Doesn’t Inform: Chris Lao Strikes Again
Cause Marketing – Digital Category
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