MANILA, MAY 31, 2013 – That viral tourism campaign for the Philippine Department of Tourism has garnered the attention of yet another set of panel experts and this time, it’s the Rupen Desai-led jury of the UA&P Tambuli Awards 2013.

At the awards night held May 30 at the University of Asia and Pacific, ‘It’s More Fun in the Philippines’ walked away with the Carmencita Esteban Platinum Award, the highest honors of the evening. In his speech to collect the trophy, BBDO Guerrero chairman David Guerrero shot the spotlight back to all Filipinos who participated in the campaign. "It is with some relief that we can say it’s not our campaign, but it’s everyone’s," he said, adding that, "I’m also relieved that after almost 20 years here, I have learned something about my father’s country. The Philippines and millions of Filipinos have proved and continue to prove that we are born leaders in that."

The thought carries on as Secretary Ramon Jimenez received the Department’s Tambuli as Effectiveness Advertiser of the Year: "As with all great and successful campaigns, the solution came down to a basic truth expressed in an idea so simple, it sounds more like a text message than an advertising claim. The Philippines may have more of so many other things but there is one thing we have the most of. And the one thing captured in the one word I have managed to avoid saying tonight. You know that word because you live that word. Because you are the word."

McCann Worldgroup was proclaimed as the Effectiveness Creative Agency of the Year, picking up a handful of metals cross-categories. "We are fortunate, first and foremost, that we have kinds who share the same belief. A lot of them are here tonight. All our Tambulis tonight, in the past and hopefully in the future will always be for you, our client partners. The success of this show only proves how we as industry have progressed into driven marketing and advertising," said chairman Raul Castro in his thank-you note.

The UA&P Tambuli Awards 2013 also recognized a man of marketing, Jollibee’s Albert Cuadrante, as the Tambuli Chief Marketing Officer of the Year. Currently, Cuadrante is the general manager for the fast food giant’s pizza brand Greenwich. Prior to that, he was the vice president for marketing of Jollibee Foods Corporation and was instrumental in driving strong sales growth by building on campaigns that uphold Filipino family values. Under his wing, Jollibee has won the most number of awards abd recognition from various marketing and advertising competitions.

"Campaigns anchored on timeless values do build the business," Cuadrante said in his speech, "maybe even better than traditional functional campaigns."

18 Gold Tambulis were handed out, including other award show favorites like Ace Saatchi & Saatchi’s ‘Ariel Shirt Flag’, DDB’s ‘Pacquiao Positive’ and TBWA\SMP’s ‘Project EDSA’, among many others.

The complete list of winners, including Bronze and Silver:

SPECIAL AWARDS
Carmencita Esteban Platinum Award: ‘Its More Fun in the Philippines’ – Department of Tourism, BBDO Guerrero
Effectiveness Creative Agency of Year: McCann Worldgroup Philippines
Effectiveness Advertiser of the Year: Department of Tourism
Tambuli Chief Marketing Officer of the Year: Albert Cuadrante, Greenwich general manager

ADVOCACY
Gold
‘Woman of Substance’ – Monde Nissin Corporation, Publicis JimenezBasic
‘Boysen KNOxOUT Project EDSA’ – Pacific Paint Philippines, TBWA\Santiago Mangada Puno
‘Ariel Shirt Flag’ – Procter & Gamble Distributing Philippines, Ace Saatchi & Saatchi
‘Dirty T-Shirt Tales’ – Unilever Singapore, Lowe Asia Pacific

Silver
‘2012 Shell Eco-Marathon: Moving Forward with Smarter Mobility’ – Pilipinas Shell Petroleum Corporation
‘The Little Red Schoolhouse’ – Coca-Cola Export Philippines, Momentum Philippines

Bronze
‘TEN Moves: Creating Islands of Hope’ – 57-75 Education Reform Movement, Ogilvy & Mather Philippines
‘Kesz Valdez: A New Voice for the Voiceless’ – Championing Community Children, Strategic Works Inc
‘The Happy Filipino’ – Jollibee Foods Corporation, McCann Worldgroup Philippines
‘The Boracay Beach Management Program’ – Municipality of Malay/Boracay Foundation Inc/Petron Foundation
‘Kapuso Mini Sine: Gustin’ – Peerless Products, GMA Marketing and Productions
‘Bottle Light’ – Pepsico Philippines and the MyShelter Foundation, BBDO Guerrero
‘Philpop’ – PhilPop Musicfest Foundation, DDB Philippines/Tribal DDB

CREATIVE EFFECTIVENESS
Gold
‘It’s More Fun in the Philippines’ – Department of Tourism, BBDO Guerrero
‘Real Men are Made of Tough + Love’ – Unilever Philippines, Ogilvy & Mather Philippines

Bronze
‘Ariel My Color, My Pride’ – Procter & Gamble , MediaCom

ESTABLISHED BRAND
Gold
‘Curious Cameras’ – OMO, Lowe Vietnam

Silver
‘Alaska Value Buenas’ – Alaska Milk Corporation, Lowe
‘A Million Thanks, Mom’ – Nestle Philippines, Publicis Manila
‘Ariel My Color, My Pride’ – Procter & Gamble , MediaCom

Bronze
‘Blend 45 Kapeng Pinoy "Gising Pinoy"’ – Universal Robina, Blackpencil Manila

FAMILY-ORIENTED BRAND
Gold
‘GMA Christmas Short Film: Hating Kapatid’ – Columbia International Food Products, GMA Marketing and Production
‘Oreo Dear Dad’ – Kraft Cadbury India, Interface Communications India
‘The Little Red Schoolhouse’ – Coca-Cola Export Philippines, Momentum Philippines
‘A Mother’s Aruga (Care)’ – United Laboratories, Starcom MediaVest Group Philippines
‘Blend 45 Kapeng Pinoy "Gising Pinoy"’ – Universal Robina, Blackpencil Manila

Silver
‘Bear Brand Sterilized Katibayan ng Tibay’ – Nestle Philippines, Publicis Manila
‘McDonald’s McCelebrations’ – Golden Arches Development Corporation, Leo Burnett Manila
‘Oreo 100th Birthday Campaign: Celebrate the Kid Inside’ – Mondelez Asia Pacific, Draftfcb China
‘Tribute’ – Nestle Philippines, McCann Worldgroup Philippines
‘Present’ – Nestle Philippines, Publicis Manila
‘Bilib Kami Sayo’ – Philipine Social Security System, Lowe
‘Aruga’ – United Laboratories, GMA Marketing and Productions

Bronze
‘Curious Cameras’ – OMO, Lowe Vietnam’
‘Ten Times More’ – United Laboratories, McCann Worldgroup Philippines

INNOVATIVE AND INTEGRATED MEDIA
Gold
‘It’s More Fun in the Philippines’ – Department of Tourism, BBDO Guerrero
‘Anna Banana’ – PLDT, Ace Saatchi & Saatchi

INSIGHTS AND STRATEGIC THINKING

Gold
‘Coming Home’ – Del Monte Philippines, TBWA\Santiago Mangada Puno

Silver

‘Anna Banana’ – PLDT, Ace Saatchi & Saatchi
‘It’s More Fun in the Philippines’ – Department of Tourism, BBDO Guerrero
‘Ariel My Color, My Pride’ – Procter & Gamble , MediaCom

Bronze
‘2012 Search for the Happiest Pinoy’ – PJ Lhuillier

INTEGRATED BRAND CONTENT AND ENTERTAINMENT

Silver
‘Real Men are Made of Tough + Love’ – Unilever Philippines, Ogilvy & Mather Philippines

Bronze
‘GMA Christmas Short Films’ – Del Monte Philippines/KFC Philippines/Alaska Milk Corporation/Cebuana Lhuillier, GMA Marketing and Productions/Starcom MediaVest Group/M2M/RAMCAR/Mediacom Philippines

INTEGRATED DIGITAL OR MOBILE-LED PROGRAM
Gold
‘The Mission’ – Monde Nissin Corporation, Publicis JimenezBasic
‘Project Pagsulong – Building the Nation is Our Business’ – PLDT, Draftfcb/DDB Philippines

Silver
‘Never Again: Commemorating the 40th Year of the Declaration of Martial Law in the Philippines’ – ABC Development Corporation
‘Talk to Us- Bank of the Philippine Islands, McCann Worldgroup Philippines
‘The Happy Filipino’ – Jollibee Foods Corporation, McCann Worldgroup Philippines
‘Dirty T-Shirt Tales’ – Unilever Singapore, Lowe Asia Pacific
‘Let Love Rule’ – Unilever Vietnam, Lowe Vietnam
‘Multiply Origination Awards: A Call to be a Business Standout’ – Multiply Philippines, GreenBulb Public Relations

Bronze
‘BPI Bankers Online’ – Bank of the Philippine Islands, McCann Worldgroup Philippines
‘Imodium Toilet Tracker’ – Johnson & Johnson, OgilvyOne Worldwide
‘Nido Fortified "A Million Thanks Mom" Mother’s Day Campaign’ – Nestle Philippines, ZenithOptimedia Philippines

INTEGRATED OUTDOOR-LED PROGRAM
Silver
‘Not So Pedestrian Lanes’ – Pasig City Government, IdeasXMachina Advertising

Bronze
‘Out & About’ – Monde Nissin Corporation, Publicis JimenezBasic

INTEGRATED PR-LED PROGRAM
Gold
‘Pacquiao Positive’ – Pepsico Philippines, DDB Philippines

Silver
‘Manila 2012: The Philippine Hosting of the 45th Asuab Development Bank Annual Meeting of the Board of Governors’ – Bangko Sentral ng Pilipinas, GreenBulb Public Relations

INTEGRATED PROMO AND ACTIVATION-LED PROGRAM
Silver
‘Ginang Alaska’ – Alaska Milk Corporation, Lowe
‘Milo R2 Double Vision Campaign’ – Nestle Philippines, Publicis Manila
‘Bottle Light’ – Pepsico Philippines and the MyShelter Foundation, BBDO Guerrero
‘Shell Pepeng Pasada Club’s Sali Na S.I.R.’ – Pilipinas Shell Petroleum Corporation
‘Coca-Cola Milyun-Milyong Pasasalamat’ – Coca-Cola Export Philippines, McCann Worldgroup Philippines

Bronze
‘Road Home’ – Monde Nissin Corporation, Publicis JimenezBasic
‘Coca-Cola Concert ng Bayan’ – Coca-Cola Export Philippines, McCann Worldgroup Philippines
‘Coca-Cola Milyun-Milyong Pamaskong Pablowout’ – Coca-Cola Export Philippines, McCann Worldgroup Philippines

SMALL BUDGET BRAND
Silver
‘Youth Spread’ – Kompas Gramedia, Hakuhodo Indonesia
‘Real Men are Made of Tough + Love’ – Unilever Philippines, Ogilvy & Mather Philippines

TEENS BRAND
Silver
‘Let Love Rule’ – Unilever Vietnam, Lowe Vietnam

Bronze
‘The Royal Kulitkada’ – Coca-Cola Export Philippines, McCann-MRM Philippines