MANILA, MARCH 19, 2013 – In Pattaya, Thailand, regional creatives took a break from the exhibitions, talks, and get-togethers with long-time friends to support the winning campaigns at the Festival’s first awards night, which saw three Grande and 20 Gold Lotuses awarded to deserving campaigns.
Two Philippine creative shops took to the stage last night as DM9JaymeSyfu took home a Gold Lotus for its ‘Bury the Past’ Facebook campaign and Ace Saatchi & Saatchi bagged a Bronze Lotus for its ‘Suck Toe/Tear Wipe/Pick Nose’ print campaign for Safeguard Soap.
DM9JaymeSyfu’s ‘Bury the Past’ Facebook campaign for Fight Against EVAW (Electronic Violence Against Women), under the Interactive Lotus category, took home the Gold Lotus. The campaign, which has bagged numerous metals in various award shows last year, including the Digital Asia Awards, London International Awards and Spikes Asia, successfully helped women bury their past mistakes. Taking a simple search engine optimization know-how, the campaign urged Facebook users to add “-Scandal” after their names which effectively buried online sex scandals, most of them posted without the knowledge of women involved, up 30 pages. The campaign generated earned media worth 1.2 million US dollars, on top of the millions from wide media coverage.
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Ace Saatchi & Saatchi and P&G Safeguard has always been an award-winning tandem. The creative shop’s work for the iconic soap brand has always garnered metals, not only in Adfest but in other international and local award shows as well. Last year, its ‘Dirty Work’ TVC won the Philippines its first Adfest Gold Lotus in Film and the year before last, Ace Saatchi & Saatchi’s work for Safeguard garnered the Best of Show award. This year, it’s their show-stopping ‘Suck Toe/Pick Nose/Tear Wipe’ campaign that took home a Bronze metal, effectively translating to print Safeguard’s germ-killing properties.
The series also won Silver and Bronze Tintas in the 3rd UPMG Tinta Awards, the Philippines “toughest print show”.
Adfest 2013’s second awards show will happen tonight along with the Festival’s closing ceremony.
