...the "More Fun" wins award

Philippines ‘More Fun’ wins Yomiuri Advertising Award

SunStar

Thursday, July 25, 2013

THE "It's more fun in the Philippines" branding campaign of the Department of Tourism (DOT) was awarded the Readers' Choice for the "Fun" category of the Yomiuri Advertising Award 2013.

The award was conceptualized with the goal of inviting the readers' participation in the selection of winners.

 The award is composed of two main parts: (1) advertisements created by the readers and (2) advertisements selected by the readers. It was established in 1984.

The awarding ceremony was held last June 14, 2013 at the Prince Tower Hotel, Tokyo, Japan.

"It may be beginner's luck as this is the first time that the DOT has advertised in Yomiuri, one of Japan's leading newspapers. We were told that the DOT is the only national tourism organization (NTO) recipient under this category which could mean one thing: we are undisputedly FUN," said DOT Tourism Attaché to Tokyo Valentino Cabansag in a statement.

The "fun stuff" of the website has engaged browsers and supporters to contribute their own versions of the memes. Through the apps, some of the best products have been utilized as materials for above-the-line and below-the-line advertising.

For his part, Tourism Secretary Ramon Jimenez Jr., in a separate interview said, "It's more fun in the Philippines is more experiential, dwelling on real and palpable experiences. Indeed, what started as a simple slogan has now become a country statement and a badge of pride among travelers, Filipinos, and foreigners alike."

Japan remains the third biggest generator of tourists to the Philippines, contributing 179,984 visitors or 8.95 percent of the total 2.011 million from January to May this year.

"Japan's economy is slowly on the rebound and the shift from long-haul to short-haul destinations augurs well for our country which is a favorite resort destination in Asia," added Tourism Assistant Secretary Benito Bengzon Jr., head of the Market Development Group. (FP/Sunnex)

...the Cannes Festival of Creativity top awardee

Entertainment

Pinoys roar at Cannes Lions 2013

byRappler.com
06/21/2013

 

 

STRIKING AND IMMEDIATE. The Schick Icons graphics won in the Outdoor Lions category. Photo courtesy of Zak Yuson

MANILA, Philippines - Pinoy pride fueled an overflow of creative juices as Filipinos took home the top awards in the 60th Cannes Lions International Festival of Creativity.

DM9JaymeSyfu, JWT Manila, Y&R Philippines, and Ace Saatchi & Saatchi took home a total of 8 Lions in different categories, with campaigns ranging from public service to ambient media.

Touted as the world's biggest celebration of creativity in communications, the Cannes Lions is an annual gathering of advertisers and marketing professionals. Each year, tens of thousands of delegates from over 90 countries convene to celebrate their industry and compete to take home the coveted Lions.

Pinoy Lions

DM9's campaign for Smart Communications was awarded the country's first Mobile Lions Grand Prix, the highest distinction in the category, for its literacy campaign via mobile technology, "Smart TXTBKS."

JWT Manila was awarded a Gold Lion in the Outdoor Lions category for its Energizer Schick Icons poster campaign. The campaign marketed the men's razor brand through black and white graphics (the lead photo of this report) portraying such icons as Charlie Chaplin, Salvador Dali, the Guy Fawkes mask and Mr. T.

The jurors were impressed by the ad. In an interview with Adobo Magazine, Tony Granger, who presided over the Outdoor Lions category, said he found the image "striking and immediate" and "a solid Gold Lion."

A member of the JWT team, art director Danielle Lim, expressed elation over the news. She noted that the outdoor category is "one of the toughest" in the competition.

Y&R Philippines' earned 3 Lions for Maynilad Water's "Dengue Bottle" campaign – a silver in the media category and two Bronze Lions in the outdoor category and the promo and activation category.

Ace Saatchi & Saatchi's "Screen-Age Love Story," a campaign for PLDT MyDSL presenting the personal side of digital communication, won a silver and a bronze in the media category, while its Ariel "Olympic Shirt Flag," upholding nationalism and Pinoy Pride, was awarded a bronze.
Watch the highlights of the festival here:



- Rappler.com

 

...the potential global advergaming leader

Philippines can be a global leader in advergaming

 

Philippine Daily Inquirer

Thursday, January 17th, 2013

Bazinga technopreneurs Zes Martinez and Homer Nievera

Who doesn’t know Angry Birds? It was one of 2012’s biggest buzzwords, a hugely successful smartphone video game that got millions of people worldwide, across all age groups playing like crazy.

This year, the Philippines is on the cusp of becoming a world leader in video-gaming as a proudly made Pinoy video game aims to surpass what Angry Birds has reached in terms of popularity and dollar payback.

But that’s getting ahead of the story.

From a $140,000 investment, Angry Birds returned with $70 million in revenues. The blockbuster hysteria that it created is a great case study for the growing importance of video games as new media highway for forward-thinking advertisers.

A case in point is the rapidly evolving online, social and mobile game markets. They all have captured the hearts of Asian and world gamers.

Huge untapped market

Video game is a $48-billion industry and is expected to grow to $68 billion this year. The two-year-old online social gaming is worth $600 million and will jump to $1 billion by 2013 alone.

Let’s focus our eyes on Asia.

There are more than 180 million online gamers in China and the industry outperforms the national GDP growth.

According to the 2011 China’s games industry annual and five-year forecast report, published by Niko Partners, a leading research firm specializing in Asian games market, the 2011 growth rate reached 21.4 percent, or a revenue of $5.8 billion.

The World Bank has projected a growth rate of 9.3 percent for China’s gross domestic product for the same year. Southeast Asia follows China’s lead, predicted at $1.7 billion with 100 million gamers by 2014. To make the good news even better, paying gamers are now a majority.

A cinemablend.com report declares the Asia-Pacific region as the largest gaming market in the world.

 

It is expected to be the fastest-growing region within the next five years.

By 2015, there will be more than 100 million gamers throughout the emerging markets of Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

Asia-Pacific also dominates the mobile games industry, accounting for over 60 percent of the $13.4-billion global market. This has been driven primarily by Japan and South Korea, and now China, the world’s biggest mobile market.

Fun media

Nike, Nestle, McDonald’s are some of the biggest brands that have utilized video gaming to connect to its core target more intimately and in a fun way.

Called Advergaming, it is a fun marketing way using a downloadable video game that advertises a product by weaving the brand as part of the game.

Gil de Palma of Palmagick Entertainment

“The beauty of it is that it gives you not only online and offline consumer interaction but also results in real time with real metrics,” says Homer Nievera, the man at the helm of Bazinga Inc., largely responsible for marketing Pinoy digital ingenuity to the world.

As cool as the video games he markets, and a social media expert down to e-commerce and e-wallet, Nievera, “Homerun” to many, prefers to call himself a serial global technopreneur.

Nievera’s prime advocacy is helping start-ups succeed through multiple streams of revenues.

As an expert business developer who has helped local and global tech companies achieve hypergrowth, Nievera is a sought-after consultant and speaker. He currently does the rounds of meetings and conferences for topics such as social entrepreneurship, gamification and hyper-sales growth.

Endless possibilities

“In Advergaming, you might see a character having a soft drink, a car driving past a snack food billboard, teeners chatting on their tablets, a gang hanging out in a mall, a dad making a bank transaction, a housewife indulging in a beauty salon, etc. The possibilities for branding and, most importantly, consumer engagements, are infinite,” Nievera says.

Along with his business and marketing director August Martinez III, Nievera is gungho about selling Pinoy video games to the world—even ‘crazy’ with a cool promo idea offering a brand-new Audi for a soon-to-be launched online game on social media.

As for Martinez, “We are an enabling techno-Pinoy company whose main focus is to market world-class Pinoy digital work through innovative technologies and creative solutions.”

Martinez is proud of Bazinga being a digital entertainment company engaged in providing fun to the public through casual and social gaming.

“Starting with our flagship offering, Bazinga World is ready to help talented Pinoys in monetizing their digital ideas,” Martinez says.

Bazinga World

Bazinga came from the word used by celebrity Sheldon Cooper in the sitcom “The Big Bang Theory,” meaning “gotcha” or “eureka.”

The dynamic company has immensely talented, young and innovative people, experts in their respective fields with proven track records. It has grown so fast that it now has offices in California and Texas, which help market Pinoy video games and entertainment content worldwide.

“We support local game programmers and developers by providing the right ecosystem to realize their dreams of having their software programs and games see the light of day,” Martinez explains the company’s mission.

Bazinga is poised to be a major global player in digital entertainment. In fact, it is all set to launch a bunch of Philippine-made video games globally: WordTrotter and about a dozen exciting more.

All of them created in partnership with, undoubtedly, the Philippines’ top digital gaming developer, Palmagick Entertainment, whose wizard is Gil de Palma, a UP graduate, writer, artist, filmmaker, and creator of WordTrotter, “the world’s coolest word game,” as described by online video game diehards.

In 2001, the University of the Philippines National Writers Workshop, one of the most prestigious writing fellowships in Asia, awarded De Palma its first fellowship for screenplay.

De Palma was also a finalist in 2007 Asian Television Forum SuperPitch (Singapore); 2003 Moondance International Film Festival (Hollywood); 2002 Cinemanila International Film Festival; semifinalist, 2001 Paramount Pictures-Chesterfield Film Company: The Writer’s Film Project (Hollywood) and 1999 Big Australian International Screenplay Competition.

Apart from WordTrotter, De Palma also was the creator of the superhero pack Taekwondoggs. He is currently co-developing a video game with an international brand of health and beauty products. The game allows players to build a business empire using product purchases built-in to enhance the total gaming experience.

PH: World capital for video games

Just like Pinoy world-class animators used by Hollywood and other filmmakers around the world (Hanna Barbera, Walt Disney, Pixar), the Philippines is slowly becoming one of Asia’s biggest sources of online video games to the world.

In WordTrotter, De Palma brings into play the technique of word retention by familiarization-multiplied a thousand fold by the thrill of casual gaming.

It is designed with the nonviolent play-and-learn casual gaming model to reach practically all demographic sectors worldwide.

“WordTrotter is unlike any online word game you have played. Here, you’ll meet characters that are able to walk upside down and sideways,” De Palma says.

“The amazing thing about it is you get to build your English vocabulary in the process—whether you like it or not. And you’re going to have so much fun doing it,” he adds.

Want to share the game? Easy. One click and your friends will get it. Want the world to know your top score? Just click. Want to send a free game, power-up gifts, and other game freebies? WordTrotter on Facebook will handle it all for you.

With the continued gamification of media and humans getting wired for fun and games, the troika of Nievera, Martinez and De Palma is poised to put the country on centerstage of world advergaming.

...the Duty Free Ad

Duty Free ad wins int’l acclaim

Philippine Daily Inquirer

Sunday, December 2nd, 2012

 

 

 

 

MANILA, Philippines—“Paskong Pinoy,” Duty Free Philippines’ 2011 ad campaign that evokes “the Filipino Christmas spirit shared with family and friends after being far away” from home, has been recognized by two award-giving institutions, international and local, the DFP announced in a statement.

For “harnessing the emotions and nostalgia of today’s Global Pinoy, this campaign presented a complete range of powerfully evocative sights, sounds, symbols, festivities and traditions of a truly Filipino Christmas celebration,” the DFP, which marked its 25th anniversary this year, added.

The first citation came from the 28th Frontier Awards, an annual event held in Cannes and known as the “Oscars of the Travel Retail Industry.” For a second year, Duty Free Philippines was a finalist in the Best Marketing Campaign category, putting it in the same league as travel retail giants like Dubai Duty Free and the London Supply Group, the statement said.

In the country, DFP’s ad campaign was a finalist in the Philippine Quill Awards in the Marketing Communications category. The citation came from the International Association of Business Communicators Philippines, the local chapter of the San Francisco-based IABC which counts over 15,000 member in more than 80 countries.

...the ad winner

Philippines wins silver, bronze medals in Cannes Lions 2012

By Angel Guerrero
Philippine Daily Inquirer

Thursday, June 21st, 2012

‘LITER BE LIGHT’ A housewife in a poor neighborhood in Metro Manila reacts with delight over the daylight illumination provided by a plastic bottle placed on her roof. The Liter of Light’s “Bottle Light” ad campaign won silver and bronze medals for Pepsi in Cannes Lions 2012. CONTRIBUTED PHOTO

CANNES—A Philippine advertising agency has won two awards during the first three days of competitions in the 59th Cannes Lions International Festival of Creativity here, raising recognition of Filipino creativity to the global level.

BBDO Guerrero|Proximity Philippines’ “Bottle Light” campaign for Pepsi won the bronze  medal in the promo and activation and media categories, and the silver medal in the direct category.

The Philippines is competing against 86 other countries in Cannes Lions 2012, to which the world’s leading advertising agencies have submitted 34,000 entries in 15 categories.

This year’s Lions have drawn 10,000 delegates from all over the world.

BBDO Guerrero|Proximity Philippines created the Bottle Light campaign for Pepsico Philippines and MyShelter Foundation.

The agency and Pepsico Philippines celebrated the honors. “On behalf of MyShelter’s Liter of Light and Pepsi, we are very proud to see Filipino ingenuity recognized at the highest level,” said David Guerrero, BBDO Guerrero|Proximity Philippines’ chief creative officer.

“We will continue to support the Liter of Light program as part of our aim to deliver performance with purpose,” said Steve Romasanta, Pepsico marketing director. “We are honored that our efforts in partnership with BBDO Guerrero to support MyShelter Foundation has been recognized on such a global level.”

“Most of the juries love it,” said DDB Group Singapore’s executive creative director Thomas Yang, a juror in the direct category. “It changed the behavior of the society, especially the whole country. This is the simplest implementation. Pepsi being commercialized in the whole campaign to publicize the innovation, I think that’s fantastic.”

Short-listed entries

The Philippines has 11 short-listed entries across press, media, outdoor, and radio categories from Ace Saatchi & Saatchi, BBDO Guerrero, DM9 JaymeSyfu, Lowe Philippines, and Ogilvy & Mather Philippines.

Out of 281 entries, Ace Saatchi & Saatchi’s “Tiger Energy Playground” and BBDO Guerrero’s “Bottle Lights” received short-list status in the media category.

The same entries are also competing in the outdoor category, where the shortlist includes DM9 JaymeSyfu’s “Volcano” for the Department of Tourism and Smart Communications.

Ogilvy & Mather Philippines’ entries titled “Dave,” “Marc,” and “Joseph” for Vaseline Men took three short-listed spots for the Philippines in the Press Lions category while DM9 JaymeSyfu took two spots for its entries “Mouse Deer” and “Dugong,” both for Bantay Kalikasan (ABS-CBN Foundation).

The press category has a total of 501 shortlisted entries.

Lowe Philippines’ “Lorem Ipsum” is the sole Philippine entry in the Radio category, where there are 185 entries.

The Philippines failed to gather short-list spots in the PR, creative effectiveness, mobile, cyber, and design categories.

The competitions run until Saturday. Results have yet to be announced in the film, titanium and integrated, film craft, branded content and entertainment, and grand prix for good categories.

Philippine delegation

The Philippines submitted  315 entries, an increase of 50 percent from last year’s 210.

Twenty-seven delegates are representing the Philippines, and they come from the advertising, marketing, academic, telecommunications and manufacturing industries.

DM9 JaymeSyfu’s chair and chief creative officer Merlee Jayme is representing the Philippines on the outdoor jury. She chaired the Asia-Pacific Advertising Festival (AdFest) outdoor jury in March.

Training course

This year, the Philippines has a delegate to the high-profile advertising, marketing, and communications training ground Roger Hatchuel Academy.

University of Asia and the Pacific’s Jolo Valdez, a 5th year student doing masteral studies in integrated marketing communications, is the Philippines’ representative in the weeklong course, which has lectures and workshops conducted by global leaders in the industry.

The country also has three teams for the Cannes Young Lions competition: DDB Philippines’ Donna Dimayuga and Mark Ngo represent the Philippines in the film category; TBWA’s Abi  Capa and Nolan Fabular, in  design category; and Johnson & Johnson’s Justine Gaurino and Rodrigo Sotto, in young marketers category.

Seminars, workshops

During the festival week, delegates can view more than 34,000 pieces of work, attend an extensive and unique program of 53 topical seminars, 17 workshops and, new to 2012, 30 forums delivered by the most innovative thinkers in the global communications industry, honor the winning work at four awards ceremonies as well as network, celebrate and enjoy two beach galas.

Among the speakers are former US President Bill Clinton, Microsoft chief marketing officer Chris Capossela, PHD Worldwide CEO Mike Cooper, Twitter CEO Dick Costolo, Starcom MediaVest Group Global CEO Laura Desmond, MTV president Stephen Friedman, MPG Global CEO Maria Luisa Francoli Plaza and Y&R Global chief creative officer Tony Granger.

...the social media in business

Philippine firms beat global peers in social media usage

By: Michelle V. Remo
Philippine Daily Inquirer

Thursday, November 24th, 2011

The Philippines, earlier cited as one of the most tech-savvy countries in Asia, has beaten the global average in terms of the proportion of businesses that use social media as a means to market their products and boost revenues.

This is according to the results of the latest survey by Grant Thornton showing that 44 percent of enterprises in the country use social media—one of which is the social networking site Facebook—to improve profitability.

This figure is slightly higher than the global average of 43 percent, although slightly lower than the average of 45 percent for the Asean region.

Punongbayan & Araullo, a member of the Grant Thornton group, said that the proportion of Philippine businesses that use social media is expected to grow over the short term given the popularity of social media sites among Filipinos.

P&A said this popularity is aided by the significant number of Filipinos working offshore and who use social media to communicate with their families in the Philippines.

“Filipino businesses in particular have more of an incentive to use social media because of the large number of overseas Filipino workers that are all over the globe.

These online tools are probably the most efficient way to cover such a diffused market— they’re borderless and a business can get a campaign going at zero to minimum cost,” Marivic Españo, P&A managing partner and chief executive officer, said in a report on the survey released yesterday.

The Philippines is the fourth-biggest exporter of labor in the world, next to China, India and Mexico. There are about 10 million Filipinos working abroad.

Businesses in the Philippines that use social media use it mainly for advertising and for communicating with their customers. Other uses are for communicating with suppliers, communication with staff and recruitment.

...the local tourism

Patrio-tourism: ‘Only in the Philippines’

By Willy E. Arcilla Contributor
Philippine Daily Inquirer

Saturday, November 5th, 2011

 

 

MT. Pulag

While the potential is boundless for the tourism industry to become a growth engine for the Philippines as it provides valuable foreign exchange earnings and employment opportunities, and acts as a catalyst for direct income redistribution to the countryside, it remains sadly underoptimized.

We salute the accomplishments of all past Tourism Czars and support the Honorable Secretary Ramon Jimenez and his dedicated team in their ambitious aspirations to attract as many as 10 million tourists by 2016 and generate billions in revenues, but we lament the fact that present statistics continue to lag far behind Asian neighbors.

China has long surpassed 50 million while Malaysia has drawn more than 20 million.  What can we all do to dramatically improve our travel and tourism industry?

Patrio-tourism
The answer does not lie in foreigners, but in us.  We will never achieve a quantum leap of growth in foreign tourists or dollar receipts without first achieving a quantum leap in our patriotism and love for our countrymen.  We cannot expect to attract foreign visitors to our country if we ourselves continue to leave our country in droves.

Before we expect others to fall in love with our country, we must first rekindle our love for her.  This is a must to the success of any human endeavor.  No one can sell what he or she does not love.

We need to engender a sense of patriotism among our ourselves, our families and our own countrymen.  Patriotism will motivate us to invest in the “HEARTS” of successful tourism – Hospitality and Hotels + Enjoyable Experiences + Airports and Airplanes + Roads and RORO Bridges + Tour Packages and clean Toilets + Safety and Security.

“Only in the Philippines”
It is a familiar line often quoted by locals and foreigners alike to capture the unbelievable sense of exasperation and frustration over a country that has been blessed with abundant beauty and a people imbued with nobility, yet shamelessly exploited by dynasties of “trapos” and greedy oligarchs.  Yet perhaps it is also the best line to use to at once drive ocal and foreign tourism, rekindle patriotism and unify a divided nation.


 It can be argued and it cannot be denied there is also so much natural beauty and goodness that can be found Only in the Philippines.”

Mayon Volcano

The same line arouses curiosity among new prospects (there are 1 billion tourists globally) most of whom have never been to our shores. “What can be found ‘Only in the Philippines’”?  It reinforces the experience of past visitors who can attest to our uniqueness, while presenting new, varied experiences.

It is simple and memorable, specific and unique.  It is already a popular throwaway line among Filipinos and foreigners alike who are both delighted at our hospitality and aghast at our idiosyncrasies.

It is colloquial “tourist expression” that can be adapted in foreign languages for marketing.  Importantly, it is campaignable even for domestic tourism because the normal  course of tourism development is for locals to explore domestic travel destinations before venturing overseas.

Sadly, Filipinos aspire to fly overseas before even appreciating the beauty of our own land and the nobility of our fellow Filipinos.

Synergy of domestic and foreign tourism
“Only in the Philippines” lends itself to widespread adoption by all regions and provinces offering unique travel destinations and tourist attractions.  The line creates synergy where the whole is greater than the sum of the individual parts.  The international and local campaigns will be seamlessly integrated as one, and shall mutually reinforce each other to attract both foreign and domestic tourists.

“Only in Ilocos-Only in the Philippines” showcases Vigan, in Ilocos Sur, Pagudpud Beach and Fort Ilocandia in Laoag. The Banaue Rice Terraces, Mt. Pulag and La Trinidad Valley beckon with “Only in Benguet-Only in the Philippines.”  In promoting the majestic Mayon Volcano, CamSur wakeboarding, pristine Caramoan, Pacific Ocean surfing in Daet’s Bagasbas Beach, we promote “Only in Bicol-Only in the Philippines.”  “Only in Panay” can you experience the “Ati-Atihan” and indulge on the paradise island of Boracay.  “Only in Palawan” do you find world-renowned Tubbataha Reef and the world’s longest Subterranean River. “Only in Mindanao” can you find Mt. Apo, domicile of the majestic Philippine eagle.

Unity in diversity
All local government units can now leverage on the national and international tourism campaigns in promoting their respective local destinations.  In the process, we recognize and celebrate the uniqueness of each region, but within the context of one country.  “Only in the Philippines” also dovetails into the “One Town-One Product” (OTOP) program created by the Office of the President to promote entrepreneurship, identifying products which small towns can produce at a comparative advantage vs other neighboring towns.  “Christmas Lanterns-Only in Pampanga.” “Strawberries-Only in Benguet.”

Sola en las Filipinas!
The real excitement is in its global application across multiple languages beyond English-speaking nations like the US and Canada, the UK and Australia.

In Mandarin Chinese, the line is “Jin Zai Fei Lu Bin.”  In Cantonese, “Gan Zoi Fei Lud Ban.”  In Japanese, it’s “Filipin Dah-Keh.”  And in Korean, “Filipin Esoman.”  The Russians would say, “Tolko V Filipine”.  In Spain, our slogan is “Sola en las Filipinas,” which can also be used for most of South America.  The French will say, “Seulement dans le Philippines” while the Germans will say, “Nur in der Philippinen” and the Italians, “Soltanto nelle Filipine.”

A land as beautiful as her people; a people as warm as her climate.

Where else can you find a land as beautiful as its people, a people as warm as its climate?  Only in the Philippines. Where else can you find a nation as rich as its history, a culture as colorful as her transport (vintas and jeepneys)?  Only in the Philippines. Where else can you find a workforce as talented as her artists, an economy as vibrant as her freedoms?  Only in the Philippines. Where else can you find fruits as delicious as her hillsides (Bohol Chocolate Hills), a nightlife as breathtaking as her sunset? Only in the Philippines.  Finally, where else can you find a people with pride in her past, a passion for her present, and faith in her future?  All these and more “Only in the Philippines.”

God-Made Wonders, Man-Made Warmth
In promoting the Philippines overseas, we must remain humble and avoid boasting that we are better than other countries (because we are not), — but rather that we are different. In what area are we unique and different? Not in manmade, but in Godmade wonders. While the whole world marvels at all forms of manmade memorials and mausoleums, arches  and statues, towers and walls, recreation and amusement parks, monuments and skyscrapers, the Philippines remains endowed with natural beauty we can boast as Godmade, not manmade wonders. And while we have no major manmade structures, we do have manmade warmth, manifested in our world-renowned hospitality and friendship.

Visualize a campaign that juxtaposes Egypt’s manmade pyramids vis-à-vis our own Mayon Volcano crowned with a headline, “While man can shape pyramids, only God can shape volcanoes.” Travelers who have gone to Egypt and admired the pyramids of Gaza can now train their sights on the “natural pyramid” of Mayon shaped by God like a perfect cone.  Another billboard or print ad execution can compare the Arc de Triomphe in Champs Elysees with our very own Nakabuang Arch in Sabtang, Batanes.  To project the nobility of our people, we can show killer whales kept in captivity to perform tricks in San Diego’s Seaworld compared with the world-renowned whale sharks (butanding) which swim freely and watch us swim alongside them in Donsol, Sorsogon.  Finally, imagine an ad comparing the golden crown jewels with our golden sunset in Manila Bay, captioned, “Only a king can wear a golden crown, but many can share a golden sunset.”

What makes the Philippines unique? It must be the beauty of our land and the nobility of our people – a land simply beautiful; a people beautifully simple—Only in the Philippines!

(Willy Arcilla is the founder and president of Business Mentors Inc., whose mission is to help Filipino companies grow and Filipino brands compete in an increasingly competitive global economy. He has a 30-year experience in marketing and sales, advertising and media throughout Asia-Pacific and he is recipient of the Philippine Marketing Association’s Agora Award for Marketing Excellence in the Asia-Pacific region.  He is the author of a new book, “Marketing and Advertising with a Conscience.”)

...the winning ad

'Creatures' ad campaign wins at Cannes festival

abs-cbnNEWS.com

Posted at 07/12/2011

 MANILA, Philippines - An advertising campaign dubbed "Creatures" won the Silver Lion for the Outdoor Category at the 2011 Cannes Festival of Creativity.

The campaign is for Boysen and it was done by the agency TBWA\Santiago Mangada Puno (TBWA\SMP).
The 2011 victory is a second for both Boysen and the agency in the said awards.

In a statement, the agency said the "Creatures" campaign used high-speed photography, premium Boysen paints, meticulous shot choice, and design craft. It is a sequel to the "Flowers" campaign of 2010, which also won many awards, among them a Bronze Lion at the Cannes Lions Festival.

Behind "Creatures" is the creative team led by Creative Director Jake Tesoro, with Copywriter Bryan Siy and Art Director Nolan Fabular.

The agency also said the campaign is consistent with Boysen's thrust toward caring for the environment.

The paint company is currently spearheading a large-scale art project on the busy EDSA highway using Knoxout, a paint product that reportedly breaks down air pollutants.

This project is dubbed EDSA or Everyone Deserves Safe Air. Under the project, EDSA's walls will feature giant art pieces by 7 artists and TBWA\SMP.

...the Young Lions award

PH wins Young Lions award at Cannes fest

By Angel Guerrero
Philippine Daily Inquirer

Monday, June 27th, 2011

 

GRAND PRIX DM9 JaymeSyfu’s Gabriela “Bruise” poster wins the Grand Prix at the Cannes ACT Responsibly competition. Pepito Olarte, Philippine Daily Inquirer vice president for advertising, accepts the trophy from Cannes Mayor Bernard Brochand during the Cannes Lions International Festival of Creativity. CONTRIBUTED PHOTO

 

 

Cannes, France—The Philippines has won the prestigious Young Lions Young Marketers Competition for hot creative talent at the 58th Cannes Lions International Advertising Festival.

Angeline Go and Justine Ferrer of Del Monte Philippines won the gold for the Cannes Young Marketers competition.

The Young Lions Competition is designed to catapult the careers of rising stars that are set to redefine the future use of imagery in advertising.

Philippine agencies BBDO Guerrero, TBWA\Santiago Mangada Puno, DM9 JaymeSyfu and Ace Saatchi & Saatchi took home a combined haul of five medals from the festival which ended on June 25.

Dubbed the world’s biggest and most prestigious show on creativity and communications, the seven-day festival showcased around 24,000 entries from all over the world, the most deserving of which walked away with the highly coveted Lion trophies.

Pepito Olarte, vice president for advertising of the Philippine Daily Inquirer, was host to the 17 Philippine delegates privileged to be part of this groundbreaking advertising festival. The Inquirer is the Philippine festival representative of the Cannes Lions.

Rewarding category

Outdoor proved to be a rewarding category for the Philippines as TBWA\Santiago Mangada Puno’s “Creatures” campaign for Boysen and BBDO Guerrero’s “Persistent Headaches” campaign for Saridon each received a Silver Lion.

DM9 JaymeSyfu walked away with a Bronze Outdoor Lion for the Department of Tourism’s “Limestone” poster.

DM9 JaymeSyfu also won the Grand Prix at the Cannes ACT (Advertising Community Together) Responsible Competition for the Gabriela “Bruise” poster. The award is given to the campaign which received the biggest number of votes from Cannes visitors.

Olarte accepted the trophy from the mayor of Cannes on behalf of DM9 JaymeSyfu.

Fashion laundry

Ace Saatchi & Saatchi’s “Fashion Laundry” for the Procter & Gamble detergent brand Ariel merited a bronze trophy in the Media Lions.

DM9 JaymeSyfu’s “Center of Attention” series “Opera” and “Lecture” ads for Pharex made the Press Lions short list but was unable to bag the coveted medal.

BBDO Guerrero’s FedEx “Changing World” was on the short list for Cyber Lions, while TBWA\Santiago Mangada Puno’s Boysen Creatures, “Jellyfish,” “Snail” and “Fish,” and Campaign’s & Grey Philippines’ “Sneakers” for Lacoste, made the design category short list.

The country waited with bated breath as the Philippines’ Young Lions competed for the prestigious Film Lions and Young Marketers Competition.

Beside Ferrer and Go, Young Kidlat Awards winners Jeffrey Roel Thomas and Ramon Luis Alfonso of Publicis JimenezBasic for film also took part in the competition.

Profits for charity

This year’s brief, disclosed to competitors on June 22, required teams to create a fictional product or service relevant to their business and a supporting communications strategy for the launch, with all profits being donated to charity as the unique selling point.

Twenty-six teams under 28 years of age, had just 24 hours to interpret the brief and to develop their concepts, using content from Getty Images’ range of creative, editorial and archival collections.

Belarus came in second and Brazil, third.

Melvin Mangada, executive creative director of TBWA\Santiago Mangada Puno, a silver Lion winner in this year’s Cannes, was the country’s sole member in the Cannes Outdoor jury.

Biggest winner

A day before the festival ended, the biggest winner was McCann Romania, which successfully sank its teeth into the Grand Prix in both the Promo and Direct categories. Located in Bucharest, the agency’s “American ROM” campaign for Romania’s favorite homegrown chocolate bar, the ROM, also bagged two Gold Lions for the same categories.

Asian pride was also on full display, with Cheil Worldwide’s “Homeplus Subway Virtual Store” for Tesco serving as its tour de force. The campaign won Korea a Grand Prix and a Gold Lion for Media.

Other Grand Prix winners were Droga5 New York for Outdoor Lions, Australia’s Clemenger BBDO for Press Lions and South Africa’s Net#Work BBDO for the Radio Lions.

The seven-day festival ended on Saturday, with the announcement of top accolades which included Palme d’Or, Agency of the Year, Network of the Year and the Grand Prix for Good.