MANILA, PHILIPPINES — The New York Festivals® Advertising Awards, recognized worldwide as a touchstone for global creative excellence in advertising and marketing communications, has recently announced the 2021 award winners, with two agencies from the Philippines receiving a Bronze each.
Leo Burnett Manila, a creative agency of Publicis Groupe Philippines, was awarded for “McClassroom” on behalf of McDonald’s. In celebration of National Teachers’ Month in 2020, McDonald’s turned more than 200 idle party rooms into quiet, sanitized work spaces where teachers could conduct virtual classes and prepare teaching modules. Free WiFi and free McCafe provided a much-needed boost.
Earning a bronze in the “Positive World Impact: Public Service” category, the campaign is the fastfood chain’s way of thanking teachers for their invaluable contribution to the lives of young Filipinos— especially during this pandemic.
For its part, Dentsu One Manila’s campaign “Ginebra Frontliner Labels” for Ginebra San Miguel earned the Bronze Pivot Award. When a nationwide lockdown and liquor ban were enforced during COVID, popular liquor brand Ginebra San Miguel halted production. To remain in the public eye, the brand released reimagined commemorative labels saluting the heroic frontline workers who kept the Philippine economy afloat.
Winning under “The Pivot”, the brand new category honors work that demonstrates the most challenging, effective, creative PIVOT of a pre-pandemic plan to a new creative plan that bravely delivers ROI within this extraordinary year.
“Ever since, Ginebra has made it its goal to salute the Filipino Spirit – matapang, lumalaban, ganado. We believe there is a hero in every Filipino that’s why it has always been the focal point in our campaigns, from Ginebra Ako back in 2017 up to 2020’s One Ginebra Nation,” said Ron Molina, AVP and marketing manager of Ginebra San Miguel, Inc.
New York Festivals Advertising Awards honors advertising excellence through international competitions in all mediums and represents the full spectrum of today’s advertising communications. With jury members representing over 75 countries, NYF Advertising Awards has the largest, most creative international jury and judging system in the world.