Three years after winning the country’s first Gold Lion, JWT Manila proved it still had its mojo in radio. The agency was awarded a Bronze Lion for its two spots for the Kythe Foundation, entitled “Jen Jen” and “Jun Jun” respectively.
Kythe Foundation is an old client of the agency, and it provides support to children with cancer. JWT recently discovered it had a program that allowed people to donate in time for kids’ birthdays. The resulting ads juxtaposed an adult’s jaded view of birthdays with that of a child stricken with cancer.
Another interesting detail: the campaign was the brainchild of an art director, not a writer.
“Kat Encanto wrote it,” said Ferrer. “She’s an art director, but she wrote it. [CD] Joe Dy and I helped her craft it properly, with Hit Productions. They helped us cast the right kids and the right adults.”
When asked how winning felt this time around, ECD Dave Ferrer said that victory felt just as satisfying. Apparently, a Lion is a Lion, no matter what its color.
“Strangely enough, it’s a very similar feeling and totally unexpected. We’ve been trying again and again [to win another Lion] so this is great news for us.”
CREDITS
Ad title: “Jen Jen”, “Jun Jun” radio ad / Advertiser: Kythe Foundation / Agency: JWT Manila / Executive Creative Director: Dave Ferrer / Creative Director: Dave Ferrer, Joe Dy / Copywriter: Joe Dy, Katrina Encanto / Agency Producer: Maika Zialcita / Account Supervisor: Golda Roldan / Production Company: Hit Productions / Sound Engineer: Glenn Marian, Philipp Jarilla
