Borne of sheer faith, if not stubborn determination, the Philippine Association of National Advertisers (PANA) launched its first PANATA Awards on the same year it hosted the Ad Congress, the region’s biggest advertising event. Held during the 2010 PANA and PANA Foundation Board inductions, the 1st PANATA Awards rolled out is debut winners.
With metals clinking the night away, including the only Gold Award, PLDT/SMART’s “Ako Mismo” (I, myself) emerged the big winner.
Susan Dimacali, then President of Touch DDB, now the Chairman of DDB Cares, considers the “Ako Mismo” dog tags lucky, earning four nominations, three silver awards and the major award – the only gold. “Of course, we’re thrilled because this was our major campaign last year,” said Dimacaii, proud of the achievement. It is such an honor to earn it in the pioneer event. We hope the spirit of “Ako Mismo” goes beyond the award. Our concentration to work with Efren (Peñaflorida, CNN Hero of the Year 2009) for his learning center will continue on,” she added.
< width="420" height="315" src="/global//UserFiles/ako mismo efren ED(2). " alt="" />
(L-R) Margo Torres, Efren Peñaflorida, Susan Dimacali, Charmaine Canillas
An Abueva-designed trophy was given to the Gold winner. A Recognition of Excellence trophy was also given to Tribal DDB as creator of the Gold winner, with the recipients “overwhelmed with the achievement,” and thanking PLDT for believing in the medium.
< width="420" height="330" src="/global//UserFiles/tribal DDB ako mismo gold award ED(3). " alt="" /> Tribal DDB accepting the Gold Award for "Ako Mismo"
While the avant-garde constantly changes, traditional values that communicate love, respect, selflessness, loyalty and faith have, of late, been swept by a tide modern attitude. The PANATA Awards recognizes excellence in marketing communications that generate positive values, and is at the core of the awards the country’s advertisers have created.
Known for family-centric, and for clean, youthful fun, Nestlé won for Nescafe Classic “Home” TVC. Matec Villanueva, Publicis Manila CEO was precise. “Finally, it’s about time for Nestlé ads to get the distinction they deserve.”
< width="420" height="344" src="/global//UserFiles/nestle matec nandy ED. " alt="" /> Nestlè winners
< width="420" height="360" src="/global//UserFiles/march ventosa susan matec ED. " alt="" /> (L-R) March Ventosa, Susan Dimacali, Matec Villanueva
Art with heart, may be, simply what the PANATA Awards honors.
With eligible entries only from PANA members, a PANATA Committee from the PANA Board served as judges, while a panel composed of practitioners in advertising agencies and media partners undertook the final screening.
< width="420" height="315" src="/global//UserFiles/BPInoy ED. " alt="" /> BPInoy winners
The awards had two categories, namely, advertising (integrated campaign, single medium: TV, radio, print, ambient/OOH, direct mail, interactive/internet marketing) and marketing services (sales promotions, public relations/publicity/employee communications and special events).
Newly-inducted PANA Foundation chairman Charmaine Canillas commented on the overwhelming number of entries received. Busy with the Advertising Congress, members were hard-pressed for time.
“I am thankful for PANA members, and agencies who pushed their clients to participate. We hope this flourishes because this is really a celebration of values of Filipinos. We need good news like this to uplift the spirits of the Pinoy,” declared a passionate Canillas.
< width="420" height="296" src="/global//UserFiles/citibank ED. " alt="" /> Citibank winners
The 1st PANATA Award winners:
Gold Awardee – Advertising – Interactive/Internet Marketing
PLDT/SMART – Ako Mismo website
Silver Awardees
Campaign
PLDT/SMART – Ako Mismo Campaign
Single Medium
TV
1. Nestle Phils. – Nescafe Classic “Home” TVC
2. PLDT/Smart – Ako Mismo Launch TVC
PR/Publicity/Employee Communications
Citibank – One Citi, One Spirit
Marketing Services
Special Events
1. Bank of the Philippine Islands – BPInoy Learning Program
2. Electrolux Phils. – A Thousand Kilos for Heavy Loads and Lighter Hearts
3. Johnson & Johnson’s Phils. – Johnson’s Bay Oil Aloe “Botelya-Love in a Bottle”
4. McDonald’s Philippines – McDonald’s Kiddie Crew 2009
5. PLDT/Smart – Ako Mismo Dog Tag Day
Bronze Awardees
Campaign
1. Monde Nissin Corp. – Lucky Me! Instant Noodles “Kainang Pamilya Mahalaga”
2. Smart Communications – Talk ‘N Text “Tipid-Sulit Pinas!”
Single Medium
TV
McDonald’s Philippines – How McDonald’s serves hope in every Happy Meal TVC
Print
1. McDonald’s Philippines – McDonald’s Kiddie Crew 2009
2. PLDT – You Make A Difference Campaign
3. PLDT – You Make A Difference: Carlos
4. PLDT – You Make A Difference: Noel
5. PLDT – You Make A Difference: Roselle
6. PLDT – You Make A Difference: Teacher
Marketing Services
Special Events
Citibank – One Citi, One Spirit
adobo magazine. The Word on Advertising.
