Boracay – Last night in the Boracay Regency, The Kidlat 2010 Awards night was a decidedly mixed bag. Very few surprises, and only a handful of Gold Kidlat recipients, mostly from TBWA\Santiago Mangada Puno.
The awards show is a vastly expanded version of its former self, boasting of more technical awards and more categories by media. The 2009 Board of Directors even threw in the Ads of the Decade.
Still propelled by its Flower Power series for Boysen, TBWASantiago Mangada Puno won eight metals, five of them Gold. BBDO Guerrero/Proximity walked away with 14 metals, in the main and craft categories, but it did not win a single Gold Kidlat.
What’s clear is that Ace Saatchi & Saatchi is definitely back in business. It racked up ten metals in the main and craft categories, including one Gold Kidlat. Leveraging its strength in print, many of its wins were attributed to its campaigns for North Face and Vespa.
By doing so, it outstripped other players like DM9 JaymeSyfu (a total of one), Ogilvy & Mather (total of two), and JWT (three all in all).
Similarly, the three Ads of the Decade were spread out–McDonald’s "Karen" TVC (Leo Burnett), Philippine Daily Inquirer’s "Volcanic Ash" print (Ogilvy & Mather) and Lotus Spa’s "Traffic Therapy" (JWT).
Halfway through the night, the Young Kidlat winners were announced. Gold went to Leo Burnett; Silver to BBDO Guerrero/Proximity, and Bronze to Ace Saatchi & Saatchi. The first two fly to the Young Lions shootout in Cannes this June, while the third competes in Young Lotus in Pattaya.
The incoming officers of The Creative Guild were also presented. Led by new president, Raoul Panes, the board is an all-male squadron and features many new faces. Despite inheriting a healthier bank account from the outgoing board, the first on Panes’ plans is "to raise money."
The evening’s program was hosted by comic Ramon Bautista. But with so many categories, his spiels were limited to a handful and was overshadowed by the ebulient phrasings of impromptu voiceover announcer Brandie Tan.
The rest of the highlights came from the presentation of the Hall of Fame inductees Y&R’s Badong Abesamis, DM9 JaymeSyfu’s Eugene Demata and BBDO Guerrero’s Simon Welsh.
The Kidlat Awards is an annual creative show, organized by The Creative Guild of the Philippines. Its jury is composed of mostly Manila-based creative agency leaders, and this year’s set was led by guest judges like JWT SE Asia’ Tay Guan Hin and Ogilvy Asia’s Juggi Ramakrishnan.
Since 2008, it has been held over a three-day period in the resort island of Boracay, Philippines.
[OFFICIAL TALLY TO FOLLOW.]
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