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BBDO Guerrero, Ogilvy Manila, and Tribal Worldwide Philippines secure PH’s first four shortlists at Cannes Lions 2024

CANNES, FRANCE — The Cannes Lions International Festival of Creativity has released its second wave of shortlists, covering the Audio & Radio, Outdoor, Print & Publishing, Film Craft, Health & Wellness, and Pharma Lions.

BBDO Guerrero is leading the pack with two shortlists from the Audio & Radio Lions, followed by Tribal Worldwide Philippines, which has obtained another shortlist in the same category. Ogilvy Manila also secured one Outdoor Lion shortlist, making it the sole Philippine agency to secure a nod in that category. 

Play the Dew: Dew the Battle

Agency: BBDO Guerrero
Client: Mountain Dew

  • Shortlist | Audio & Radio Lions > Excellence in Audio & Radio > Sound Design
  • Shortlist | Audio & Radio Lions > Audio & Radio Consumer Goods

BBDO Guerrero’s radio work for long-time client Mountain Dew cracks open a potential brand platform that will allow them to connect to Filipino gamers in the years to come. Part of the “Play The Dew” series, “Dew Battle” uses audio to show an impeccable connection between the brand (Dew) and various in-game sound effects. They worked with sound designers and musicians to “create authentic gaming audio environments with only the human voice, vocalizing that single word.”

“Forgotten: Son”

Agency: Tribal Worldwide Philippines
Client:  National Mental Health Council, Philippines Department of Health

  • Shortlist | Audio & Radio Lions > Social Behavior & Cultural Insight

Play the audio file:

Using the same 14 words but delivered in three emotions, Tribal Worldwide Philippines’ radio spot booked its spot in Cannes Lions, fighting to be one of the first metal winners this coming Monday on the festival’s first awards night. 

The agency created this to address the rising number of Dementia or Alzheimer’s cases in the Philippines, but more specifically, aiming to rally support around the grieving and exhausted caretakers of Dementia patients.

In the heart-tugging spot, which is just under a minute, the listener will hear a familiar sentence spoken by the son, being repeated. But each time it’s spoken, the emotion changes, ultimately ending in grief.

“This is An IKEA Store”

Agency: Ogilvy Manila
Client: IKEA

  • Shortlist | Outdoor Lions > Ambient & Experiential > Displays

Ogilvy Manila continues its international awards show streak by securing a nod in the Outdoor Lions, following a D&AD shortlist just a few weeks back. 

Its integrated campaign for the Swedish furniture giant aims to address the gap between Filipinos and IKEA. Despite the Philippines finally having an IKEA store, 7,106 other islands in the country still lack access to it. So the agency instead helped IKEA bring the shop to them, creating various “This is an IKEA store” touchpoints that recreated the IKEA shopping experience all over the country. Each display had a QR code linked to, which allowed consumers to shop at IKEA wherever they were.

The first 2024 Lion winners from the categories above will be announced Monday June 17, 19:00-21:00 in France (GMT+2) or 1:00 am – 3:00 am on Tuesday, June 18, in the Philippines (GMT+8).

adobo Magazine is an official media partner of Cannes Lions 2024.

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