MANILA, APRIL 10, 2013 – BBDO Guerrero, TBWA\SMP and Ace Saatchi & Saatchi emerged as the three creative shops which clocked in the most number of shortlists — 27, 26 and 25, respectively.
JWT Manila follows close behind with 20 shortlists, which, according to some judges is a “resurgence to the ad agency” who has executive creative director Dave Ferrer at the helm.
BBDO Guerrero’s well-loved campaigns, ‘Pound’, ‘Stamp’, ‘Wash’ and ‘Hex’, ‘Repair’, ‘Strike’ for Bayer Philippines and ‘It’s More Fun in the Philippines’ for the Department of Tourism still stood strong. But other campaigns, ‘Dew or Dare’ for Mountain Dew, ‘Pogi on Board’ for Pepsi, ‘Love at First Sight’ and ‘Travel Around’ for J&J Philippines among others shared in the spotlight as well.
TBWA\SMP’s long-standing ‘Project Edsa’ campaign withstood the test of time and trends as it secured several spots in Public Relations, Media Outdoor/Ambient and Design. Its other print campaigns for Boysen, ‘Eel’, ‘Beluga’ and ‘Creatures’, a hit in January’s UPMG 3rd Tinta Awards, joined the list as well. Its ‘Benchingko Films’ campaign for retail company Bench captured the judges as well.
For Ace Saatchi & Saatchi, their Safeguard print campaigns, which were a hit in January’s UPMG 3rd Tinta Awards, also filled up most of the finalist slots. Fresh campaigns like ‘Sleeping Money’ for RTB and ‘Olympic National Shirt Flag’ for Ariel among others stood side by side with the old favorites.
A Dismal State
Radio entries this year were, in general, okay, said radio guru and founder of Hertz:Radio Tony Hertz. “There were some stuff that was okay but there wasn’t anything I wish I’d done. There were a couple of things I wish people had done. This is a medium where there’s a good deal to be learned but there’s potential.”
Print jury member and TBWA\SMP creative director Jake Tesoro said, “The strongest works, for me, are those that have already won before. But we’ll look at the other shortlists again before I can be really sure.”
Digital jury member and Movent ECD Dino Ocampo said, “We’re seeing more of certain categories and less of certain categories. Like, in terms of digital we’re seeing fewer sites and microsites but more applications, community management, social media and digital PR. I suspect partially it’s because those things are seen by clients to be more cost-effective. It’s a trend but it’s potentially alarming. I mean, it’s something that worries me.”
Winners will be recognized on Friday, April 12, 2013 at Sofitel Philippine Plaza Manila.
To view the complete list of finalists, click here.
To view the Kidlat judging day 1 photos, click here.
