DM9 JaymeSyfu, a Manila ad agency affiliated with the DDB network of communications companies, was awarded a Bronze Lion in the Cannes International Advertising Festival in France last June 17. It won the prestigious metal in the festival’s Media Lions competition for its “Duct Tape” posters for women’s rights group Gabriela. Aimed at friends, families and neighbors of abused women, the Gabriela posters drew the judges’ attention because of its ingenious use of duct tape. Not only did it hold the posters in place, it dramatized the physical and psychological oppression of domestic violence. At the bottom of each ad, the text appealed to readers to help release these women from bondage.
Because of this, DM9 JaymeSyfu was awarded the Bronze Media Lion, which is given to “media efforts that generate access to consumers in ways that are simultaneously innovative, engaging, encompassing and effective.” It was one of 2,000 entries from 76 countries that vied for 31 bronzes, 17 silvers, five golds and one Grand Prix in the Media Lions. The agency’s Chief Creative Officer Merlee Jayme attended the award ceremony in Cannes. Initially, her agency had four finalists in the running, and when the first three failed, she had written their performance as a total loss. “So when I attended the awards ceremony, I was pleasantly surprised. A first for our country! This is certainly something that our agency has been dreaming of!” It is quite an achievement for the creative hot shop, which opened its doors less than three years ago. Led by Jayme and Managing Director Alex Syfu, it services clients like SMART, Schering-Plough, the Department of Tourism, Max’s, Discovery Suites and Greenfield Development. From Manila, Syfu said, “It’s a blessing.
When we heard that we got into the finals, we were ecstatic, and winning just doubled our joy. It’s a very Pinoy campaign. It’s a victory, not just for us and our client Gabriela, but for all Pinoys who are working to eradicate spousal abuse.” It is the country’s first Media Lion. There were many attempts, and twice, two local ads managed to get on the judges’ shortlists. One was the simple but timely late-night campaign for Extra Joss by creative agency TBWA\Santiago Mangada Puno, and the other was a Rejoice music video initiated by media agency Starcom. A panel of the world’s most powerful and influential media experts judges the Media Lions. This year’s competition was presided over by Dominic Proctor, worldwide CEO of MindShare. The Cannes Lions International Advertising Festival is the most prestigious international annual advertising awards as well as the world’s largest global conference for creativity in communications. Now on its 55th year, more than 10,000 registered delegates from 85 countries and around 12,000 total visitors from the advertising and allied industries (including 30 Philippine delegates) attended to celebrate the best of creativity in all major media, discuss industry issues and network with one another. Along with the ads that vied for the Media Lions, over 28,000 pieces of work from 85 countries are competing in the Palais des Festivals in Cannes. Ten juries, composed of top international creatives, judge all the entries in Cannes and award the coveted Lion trophy to the best Film, Print, Outdoor, Design, Interactive, Radio, Sales Promotion, Media, Direct Marketing, Integrated and Titanium which recognize ground-breaking creative work.
