MANILA, MARCH 25, 2013 – A historic touch to a campaign for a product of historical importance proved to be a favorite among Manila’s creative people as JWT Manila bagged the adobo magazine Ad of the Year award Thursday, March 21, 2013 during the publication’s seventh anniversary celebration at Buddha Bar Manila.
The campaign, which was chosen last year as adobo magazine’s ad of the month for October, won over 11 other campaigns, which were chosen as ads of the month last year, through an online poll. The creative shop’s treatment of an historic hotel’s 100th year can be described as classy and, of course, historic, which resonated within the Filipino’s hold on Philippine history.
The Manila Hotel, established on July 4, 1912, has witnessed great, historic events in the Philippines’ historically important places. It has acted as a meeting place for presidents, international pop icons, etc. Putting an exquisite touch of history and class, the execution of the campaign enlisted the help of a centenarian broadsheet, The Manila Bulletin, which after some 100 years, still retains nearly half a million of readers.
On July 4, 2012, the campaign was released for the millions of Filipinos to take a trip down history’s lane. JWT simulated the paper’s masthead from exactly a hundred years ago which ran a headline announcing the Manila Hotel’s grand opening.
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The rest of the front page and back were composed of clippings from different eras chronicling historic Philippine events which took place in the hotel, neatly arranged to form the page layout.
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CREDITS
Creative Director: Joe Dy
Executive Creative Director: Dave Ferrer
Associate Creative Director: Mark Ibaviosa
Executive Planning Director: Pam Pacete Garcia
Senior Art Director: Danielle Lim
Associate Creative Director: Lizanne Sarmiento
Copywriters: Y2 Villanueva, Kaye Matriano
Art Directors: Arnel Villanueva, Joei Calixto, Javey Villones
Senior Print Producer: Carol Pe Benito
Final Artist: Michael Gonzales
The contenders for the ad of the year were:
January – Y&R Philippines ‘Taxi Meter App’ Nokia
February – Ace Saatchi & Saatchi ‘Suitor’ Advertising Standards Council of the Philippines
March – DDB Philippines ‘Fine China’ Monami Pens
April – TBWASMP ‘Touching Words Card’ Eye Bank Foundation of the Philippines
May – Campaigns & Grey ‘Clapper’ Solar Entertainment Corp., United International Pictures, and Universal Studios
June – Ogilvy & Mather ‘Carefree Cats’ Carefree
July – DM9JaymeSyfu ‘Hip-Hop Girl’ Monster RX 93.1
August – IdeasXMachina ‘Puno’ Meralco Development Foundation
September – Campaigns & Grey ‘Zombie’ Office of Sen. Koko Pimentel
October – JWT Manila ‘False Cover’ Manila Hotel
November – McCann – MRM ‘Kada Umaga’ Nescafe
December – Aspac ‘Skidmarks’ LBC E-cab
