CANNES — The Philippines took home a Radio Lions haul this year courtesy of McCann Worldgroup Philippines. The agency won a Gold Lion for its “Lives 1 of 4 ‘Frank’, Lives 2 of 4 ‘Hanna’, Lives 3 of 4 ‘Nicky’” campaign series for Fully Booked, and a Silver Lion for the “Dim Dads ‘Rufus’” and “Dim Dads ‘Pedro’” series for Nestlé Philippines’ Maggi Magic Sarap. 

McCann Worldgroup Philippines took three best-selling books and turned them into mini-audiobook synopses aired over the radio, complete with pagination. “Lives 1 of 4 ‘Frank’” was a synopsis of Mary Shelley’s classic “Frankenstein”, “Lives 2 of 4 ‘Hanna’ featured Young Adult novel-turned-Netflix-series “13 Reasons Why” by Jay Asher, while “Lives 3 of 4 ‘Nicky’” featured Gillian Flynn’s “Gone Girl”. The ads ended with a line from Fully Booked saying, “with a book, you’re not just living a page, you’re living a whole ‘nother life.” Listen to the series below.

This is the fifth time the Philippines has won a Gold Lion at Cannes. The first was when J. Walter Thompson Manila won the country’s first Gold Radio Lion with a radio campaign for Lotus Spa. In 2013, the same agency earned gold in Outdoor Lions for its Energizer Schick Icons poster campaign. The year 2013 also saw Ace Saatchi & Saatchi take home two Gold Lions for PLDT Screen Age Love Story.

Aside from bagging the gold metal, McCann Worldgroup Philippines snatched a Silver Lion campaign for its “Dim Dads ‘Rufus’” and “Dim Dads ‘Pedro’” series  for Maggi Magic Sarap. The two ads were funny and witty anecdotes of two men who try their best to cook but ends up with dishes no one wants to eat. Luckily, Maggi Magic Sarap comes in to save the dish. Listen to the commercials below.

Meanwhile, the Radio Lions Grand Prix went to “Repeat the Punchline”, “Long Red Thin Shape”, and “No One Cheerses” series from Ogilvy & Mather Johannesburg for KFC’s Double Down Burger. In a creative twist, the agency called to the audience to purchase the product before it goes off market in a montage of day-to-day “sad” experiences before ending the ad with the “saddest” news. Listen to the “Repeat the Punchline” ad below.

The category further tallied seven Gold Lions, 21 Silver Lions, and 33 Bronze Lions. The other Asian campaigns which won metals were Impact BBDO’s “Firecracker” for KFC and Y&R Thailand’s “Mom or Girlfriend” and “Son or Father” series for Advanced Info Service PLC. which won silver. Impact BBDO’s KFC campaign also won bronze along with Ogilvy & Mather Mumbai’s #NoToMusicToMyEars campaign for RNW Media, and Y&R Dubai’s “One Book for Peace” for the Interreligious Council of Bosnia and Herzegovina. 

See the full list of Radio Lions winners below:

2017 Cannes Lions Radio Winners by adobo magazine on Scribd

“Lives 1 of 4” Fully Booked series credits:
Chief Creative Officer: Raul Castro
Executive Creative Director: Joe Dy
Creative Director: Maan Bautista
Copywriters: Francine Palines, Maan Bautista, Sofia Tawasil
Planners: Earl Javier, Eileen Borromeo
Account Management: Bambi Reyes, Camille Datu, Chot Aldeguer, 
Managing Partner: Mon Garcia
Client: Nicole Sun, Jaime Daez
Producer: Mavic Martin / Jho Moya (Just Add Water)
Production Studio: Hit Productions
Hit VP Client Services: Sharon Ambas
Sound Engineers: Philip Jarilla, Richard Genabe
Arranger: Arnold Buena
Media: UM Philippines

“Dim Dads” series credits:
Chief Creative Officer: Raul Castro
Executive Creative Director: Joe Dy
Creative Director: Maan Bautista
Copywriters: Francine Palines, Maan Bautista, Paula Molina
Planner: Eileen Borromeo
Account Management: Bambi Reyes, Jhenice Alana
Managing Partner: Mon Garcia
Clients – Nestle Philippines Maggi: Geetha Balakrishna, Chris Nazareno, Eduard Capacio, Jayel Ladioray
Producer: Jho Moya (Just Add Water)
Production Studio: LoudBox Studios

Charles Cadell’s photo on stage taken by Lance Francisco, Art Director, Publicis JimenezBasic, Young Lions Film PH Delegate, YouTube Bumper Hack Competition Winner