MANILA, OCTOBER 12, 2012 – Publicis Manila’s highly acclaimed campaign for Nestle, ‘Kasambuhay, Habambuhay’ (‘Companion in Life, For Life’) received the Cannes Lions National Diploma.
The diploma, one of special awards, are given to each section, to the entry with the highest mark from a country from which no entry has been shortlisted. In order to be eligible, there must be a minimum of 10 entries from that country. The award is only given to the entry that scores the highest mark in the first round of voting.
All 10 of the campaigns short films were featured in the prestigious Cannes Lions International Festival of Creativity 2011.
Nestle’s foray into digital campaigns proved the a hundred-year old company can still join in the race. “Digital is a way of life, and we have to learn it,” said Sandra Puno, Nestle Philippines director for communications, at the 6th Internet and Mobile Marketing Association of the Philippines (IMMAP) Summit.
In line with that, the ‘Kasambuhay, Habambuhay’ campaign was formed. It was a way for the brand to talk to its consumers, reaching a reported 4.4 million views.
The ‘Kasambuhay, Habambuhay’ 10 x 10-minute short films opened a new venue for brand and marketing communicators. After its launch in 2011, other brands followed suit.
The short films can be viewed here.