Philippine agencies scored wins at a handful of global shows but left the New York Festivals disappointed despite a sizeable shortlist haul. The Advertising Marketing Effectiveness (AME), Clio, One Show, Festival of Asian Marketing Effectiveness (FAME) and D&AD, however, delivered better batting scores for local shops.
Published in May-June 2013 issue
AME
DDB produced the country’s first-ever Gold at the global AME with its ‘Pacquiao Positive’ campaign to launch PepsiCo’s improved Sting Energy PowerPacq Drink (see pg 46).
The show also delivered wins to McCann Worldgroup and TBWA\Santiago Mangada Puno. The pair netted three and two AME bronze medallions respectively. McCann won with its multi-awarded Coca-Cola ‘OFW Project’, a heartwarming tale that grabbed eyeballs online, while TBWA’s bronze came from ‘KNOxOUT Project EDSA’ for Pacific Paint (Boysen) Philippines’ KNOxOUT Paint and Manikako and Energizer’s poignant silent film ‘ t of Life’. The latter also netted the People’s Choice Webby honor.
< src="/global//UserFiles/powerpacq_tvc. " width="297" height="210" alt="" />
D&AD
The country has yet to land one of the coveted Yellow or Black Pencils. It however scored two in-book honors in D&AD’s 50th annual:
BBDO Guerrero’s multi-award-winning ‘Persistent Headaches’ work and one of the campaign’s executions, ‘Pound’ for client Bayer Philippines’ Saridon brand made the in-book cut.
< src="/global//UserFiles/Saridon_Pound-thumb-400x205-108437. " width="250" height="128" alt="" />
Clio
Ace Saatchi & Saatchi scooped a Clio Gold, the country’s third since 2007, with ‘Tiger Energy Playground’ for Tiger Energy Biscuits (see pg 18).
The campaign came from then Kraft’s (now Mondelez International) ‘One Million Project’ for which roster agencies were asked to submit ideas showing how far they can take the company’s brands under their stewardship.
< src="/global//UserFiles/images.jpeg" width="400" height="266" alt="" />
One Show
One Show also produced a better result for the country. TBWA’s ‘KNOxOUT Project EDSA’ delivered a Silver Pencil in the Spatial Design/Outdoor category.
Murals were painted on one of the country’s congested thoroughfares to demonstrate KNOxOUT’s pollution-reducing qualities in a collaborative effort that involved the agency, client Pacific Paint (Boysen) Philippines and urban artists.
BBDO also secured a One Show win, netting a Bronze in the Consumer Television category for Bayer Philippines’ ‘Persistent Headaches’ campaign.
< src="/global//UserFiles/knoxout_01. " width="300" height="200" alt="" />
FAME
The Philippines also achieved a better shortlist to metal conversion rate, with five shortlisted entries netting four trophies. Local agencies only managed a bronze and a shortlist last year.
TBWA\Santiago Mangada Puno led the wins with a Gold for KNOxOUT Project EDSA’ for Pacific Paint (Boysen) Philippines’ KNOxOUT Paint in the Most Effective Use of Eco/Green Marketing competition and a Bronze for the same brand for Most Innovative Use of Media.
The country’s other Gold was awarded to BBDO for its viral hit, ‘It’s More Fun in the Philippines’, for the Department of Tourism
DDB scored its Bronze for ‘Pacquiao Positive’ for client PepsiCo’s Sting PowerPacq beverage in the Most Effective Use of PR. The latter was also shortlisted in the Beverages category.
< src="/global//UserFiles/its_more_fun_in_the_philippines_640_08. " width="300" height="191" alt="" />
New York Festivals
The Philippines left the show empty-handed after failing to convert 17 shortlisted entries into a single metal win.
The country had gone into the early May creative competition with the region’s second highest number of shortlists behind only Australia and Japan, both tied with 30 shortlisted entries each.
But the Philippines was not alone in Asia Pacific. Only three regional markets succeeded in converting their shortlist into metal – Australia (five Golds), Malaysia (2 Golds) and New Zealand (1 Gold).
Sponsor
