MANILA, OCTOBER 3, 2012 – DDB and Dentsu each took home two major awards under the advertising category of the 34th Catholic Mass Media Awards, held September 25 at the Star Theater in Pasay City.
Dentsu’s work for the Development Bank of the Philippines – 30-second TV spot “Water”, conveying the importance of preserving and protecting natural resources – won Best TV Ad-Branded, alongside Publicis JimenezBasic’s family-centric “Maghintay”, part of Lucky Me’s ‘FaMealy Day’ campaign.
The CMMA was organized to recognize media products that “enhance the total human development of the Filipino audience through the competent and professional use of mass media techniques”. CMMA’s criteria for judging are based on: love of God, love for truth, love for natural environment, promotion of positive Filipino values and love for family and life.
The complete list of winners in the advertising category:
-Best TV Ad-Branded: “Maghintay” by Lucky Me/Publicis JimenezBasic;
“Water” by Development Bank of the Philippines/Dentsu Philippines
Special Citation: eStudyante by Procter & Gamble and Smart Telecom/ABS-CBN
-Best TV Ad-Public Service: “Beggar” by Operation Smile Philippines/McCann Worldgroup Philippines
-Best Print Ad-Branded: “Quality, Durability, & Reliability” by Toyota Motor Philippines/Dentsu Philippines
-Best Print Ad-Public Service: “Fast 2 Feed” by Hapag-Asa/DDB Philippines
-Best Radio Ad-Branded: “Hidden Father’s Day” by McDonald’s/Leo Burnett Manila
-Best Radio Ad-Public Service: “Buti Pa” by Teodora/DDB Philippines
In the student category, communication students from Colegio de San Juan de Letran swept all awards in the public service print, radio and TV, including special citations.
-Best Public Service Print Ad: “SOS” by Colegio de San Juan de Letran
Special Citation: “Ako Naman, Inay” by Colegio de San Juan de Letran
-Best Public Service Radio Ad: “Takot” by Colegio de San Juan de Letran
Special Citation: “Lahat Posible” by Colegio de San Juan de Letran
-Best Public Service TV Ad: “Hiling” by Colegio de San Juan de Letran
