Showbiz and citizenship battled for the stage during the Araw Values Awards, held last night at ABS-CBN’s Dolphy Theater and organized for the first time by the revitalized Ad Foundation of the Philippines. Top honors (Araw Values Platinum) went to two efforts, Ace-Saatchi & Saatchi’s Yabang Pinoy t-shirt series and Filmex-DentsuIndio’s UNICEF ‘Lipad’ TVC.
Industry pillars Luis Morales, Jimmy Santiago and Jayjay Calero also received special recognition awards from the Ad Foundation.
A special citation was awarded to Jollibee’s TV show Jollitown, for its pioneering initiative in promoting values and advocacy through TV program content. The show was entered by McCann Worldgroup Phils.
The Araw Values Awards special jury is composed of Nestor Jardin-President, Cultural Center of the Philippines; Abby Jimenez-Joint CEO, Publicis JimenezBasic; David Guerrero-Executive Creative Director and Partner, BBDO Guerrero; Dr. Jerry Kliatchko-Vice President for Corporate Affairs, University of Asia and the Pacific; Charmaine Canillas-Chairman, AdBoard and Johnip Cua-Chairman, Ad Foundation.
Here are the two Platinum winners chosen by the special jury:
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Direct Communications Campaign (Branded)
[Yabang Pinoy]
Client: Global Pinoy
Title: Yabang Pinoy "Linggo ng Wika" T-Shirt Series
Agency: Ace Saatchi & Saatchi
Creative Director: Tony Sarmiento III
Copywriters: Gelo Suarez, Bia Fernandez
Art Director: Katrina Encanto
Illustrator: Katrina Encanto
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TV/Film Single Entry (Branded)
[UNICEF Lipad]
Entered by: Filmex
Agency: DentsuIndio
ECD: Lawin Bulatao
Copy: Lawin Bulatao, Aste Gutierrez
Art: Milton Ganelo
Producers: Telly Arce, Nioki Aquino (soundtrack)
Director: Henry Frejas
Production House: Filmex
Post-Production: Roadrunner
Below is the complete list of winners, according to auditors Punongbayan & Araullo:
GOLD
TV/Film Single Entry (Advocacy)
UNICEF “Education”, Provill
Press Single Entry (Advocacy)
Philippine Star “Palawan”, TBWA/Santiago Mangada Puno
Press Campaign (Advocacy)
PMA-Philippine Star “Election: Fish/Lettuce/Banana”, DDB Phils.
Ambient Campaign (Advocacy)
Gabriela “Action Against Spousal Abuse – Duct Tape”, DM9 JaymeSyfu
SILVER
TV/Film Single Entry (Advocacy)
Operation Smile “Wish”, McCann Worldgroup
TV/Film Single Entry (Branded Communication)
Golden Arches Devt. Corp., “Paper Plane”, DDB Phils.,
TV/Film Campaign (Advocacy)
Bantay Kalikasan “Laba/Ligo/Pinggan”, Provill
TV/Film Campaign (Branded Communication)
M. Lhuillier, “Use Your Vote: Bubble Gum/Panyo/Toothpaste”, DDB Phils.,
Radio Single Entry (Branded Communication)
Jollibee “HK”, PublicisJimenezBasic
Radio Campaign (Branded Communication)
Golden Arches Devt. Corp., “McDonald’s Filet-O-Fish Reflections – Prayer/Greed/Apologies”, DDB Phils.
Press Single Entry (Branded)
PLDT “PLDT Telepwede – Prepaid”, Draft FCB
Direct Communications Single Entry (Advocacy)
UNICEF “Larong Pambata”, TBWA/Santiago Mangada Puno
Direct Communications Single Entry (Branded)
WWF Phils. “Earth Hour–Bulb ”, Leo Burnett Manila
Direct Communications Campaign (Advocacy)
Haribon Fdn, “U Can Save Our Seas ”, Campaigns & Grey
Ambient Single Entry (Advocacy)
UNICEF “Hehe”, TBWA/Santiago Mangada Puno
Ambient Campaign (Advocacy)
Haribon “Monkey/Snake/Bat”, Dentsu
Ambient Campaign (Branded)
SMART “Talk ‘N’ Text Jeepney Signs”– Draft FCB
BRONZE
TV/Film Single Entry (Advocacy)
San Miguel Corporation “Disiplina”, Provill/McCann Worldgroup
TV/Film Single Entry (Branded)
Monde Nissin “Kabisera”, Provill (agency PublicisJimenezBasic)
ABS-CBN News “Mountaintop”, ABS-CBN Broadcasting
Childhope Asia “Good Kids”, Filmex (agency BBDO-Guerrero)
Jollibee “Mang Rino”, Filmex
TV/Film Campaign (Advocacy)
ABS-CBN Foundation “Ang Kinalakihan, Makakaugalian”, ABS-CBN Broadcasting
Radio Single Entry (Advocacy)
Directorate for Vocations of the Phils. “Storyteller”, Ace-Saatchi & Saatchi
Press Campaign (Advocacy)
Philippine Star “Corruption Series: Palawan/Sagada/Banawe”, TBWA/Santiago Mangada Puno
Press Campaign (Branded)
Golden Arches Devt. Corp. “Ronald McDonald House Charities – Paper Toys/Plane/Kite/Boat”, DDB Phils.
Multimedia Campaign (Advocacy)
Pinoyvote.Info “Ink/Inkblot-Luxury/Entertainment/Violence”– DDB Phils
Direct Communications Single Entry (Advocacy)
Klima and JCI Makati “Klima Warning Sign”, TBWA/Santiago Mangada Puno
Ambient Single Entry (Advocacy)
Gabriela “Action Against Spousal Abuse – Clock”, DM9 JaymeSyfu
