MAKATI CITY – On a night when the Asia-Pacific Tambuli Awards celebrated humanity on top of marketing effectiveness, five campaigns stood out brightest from the rest.
The five such campaigns honored with Asia-Pacific Tambuli Grand Prix Awards were J. Walter Thompson Colombia for ‘The Last Mask’ for Natalia Ponce de Leon Foundation (Colombia) in the Public Relations category, J. Walter Thompson Romania for ‘The Purity Test’ for Valvis Holding (Romania) in the Care for the Environment category, J. Walter Thompson Toronto for ‘#20MinutesOfAction4Change’ for White Ribbon (USA) in the Social Media category, TBWA\Santiago Mangada Puno for ‘Correcting History’ for Campaign Against the Return of the Marcoses to Malacañang (CARMMA) in the Advocacy category (Philippines), and Publicis JimenezBasic ‘Mask’ for Globe Telecom (Philippines) in the Branded Content and Entertainment category.
Tambuli Advertiser of the Year is Globe Telecom
The Creative Agency of the Year is Publicis JimenezBasic
With a theme of “Creative + Human Good + Results,” the annual competition separates itself from other advertising honors by placing a premium on serving humanity on top of being effective creatively. As chair of this year’s Executive Jury, Matt Eastwood, Chief Creative Officer of J. Walter Thompson Worldwide, noted that, “the interesting thing (the jury) found when looking at the work is that we wanted more brands to do so much more and do the right thing for humanity.”
“We were very sparing (on giving away Grand Prixs),” he added. “We had a lot of arguments about what was going to win and what should win. I think interestingly we really applauded some of the work that was more CSR-based that weren’t eligible for the big awards.”
Though five Grand Prix Awards were handed out, no Platinums were given. “Partly that was because some of the work we liked most weren’t eligible for the Platinum,” said Eastwood. “We really wanted to highlight ‘The Last Mask’ as something that was a great example in that category, but we couldn’t give it a Platinum, so we decided not to be negative, but we just didn’t fell like anything stood out at the Platinum but the Grand Prixs were very even and they were all great.”
The Lifetime Achievement Award goes to former DOT Secretary and advertising legend Ramon Jimenez, Jr.
Top awardees for the evening included Pamela Takai, Director for Marketing Beverages Asia-Pacific, Middle East, and Africa for Mondelez as 2017 Chief Marketing Communications of the Year; former Department of Tourism Secretary Ramon Jimenez, Jr. with the Lifetime Achievement Award; and Globe Telecoms as Advertiser of the Year. Creative Agency of the Year honors went to Publicis JimenezBasic while Network of the Year went to J. Walter Thompson Worldwide.
In main photo, J. Walter Thompson Worldwide receives the Network of the Year Award at the Asia-Pacific Tambuli Awards.
The full list of winners are below: