The Philippines continues its winning streak, gaining major awards in the recently concluded 58th Cannes Lions International Advertising Festival. Team Pana Philippines’ hot creative talents of Justine Ferrer and Angeline Go of Del Monte Philippines won the top prize at the 2011 Cannes Lions Young Marketers. This competition is designed to catapult the careers of rising stars that are set to redefine the future use of imagery in advertising.
The Cannes Lions sets stringent rules on being young, defined as 30 years and under. Having won over a dozen teams in the tough three-day Philippine Association of National Advertisers (Pana) Brand Camp competition to qualify for the Cannes Lions event in April, Ferrer and Go topped 16 other teams from around the world.
Pana’s representatives to Cannes Lions were Margot Torres, McDonald’s vice president for marketing, and Rudy Villar, SM Investments senior assistant vice president and chief branding officer.
After winning the silver last year, Torres said in a press statement, “I am so proud of the Team Pana Philippines’ young marketers Angeline and Justine. For two years in a row, Pana Brand Camp brings home a medal from Cannes Lions. This means that the training given by the best minds from the Philippine advertising industry is worthy of the Cannes festival. Truly, the Pinoy marketer is world-class.”
BBDO Guerrero, TBWA\Santiago Mangada Puno, DDB DM9 JaymeSyfu and Ace Saatchi & Saatchi took home a combined haul of five medals from the festival.
Touted to be the world’s biggest and most prestigious show on creativity and communications, the seven-day festival showcased 24,000 entries from all over the world, the most deserving of which walked away with the highly coveted Lion trophies.
For outdoor, DM9 JaymeSyfu bagged the Bronze Outdoor Lion Read more...for the Department of Tourism’s “Limestone” poster. The agency also won the Grand Prix at the Cannes Act (Advertising Community Together) Responsible Competition for the Gabriela “Bruise” poster.
The Cannes ACT Tribute celebrates the best responsible advertising campaigns elected by visitors who attended The Expo by ACT Responsible during the Cannes International Advertising Festival. The Tributes were given out by the Cannes City Hall in presence of Cannes Mayor Bernard Brochand; ACT Responsible “dreamleader” Hervé de Clerck; Adforum.com chief executive Philippe Paget; Draftfcb executive vice president and global chief marketing officer Debra Coughlin; and Conceptory managing director Michael Illouz, representing Non-Stop Media.
TBWA\ Santiago Mangada Puno’s “Creatures” campaign for Boysen and BBDO Guerrero’s “Persistent Headaches” Saridon campaign each received a Silver Lion.
DM9’s “Center of Attention” series “Opera” and “Lecture” ads for Pharex made the Press Lions shortlist, TBWA\Santiago Mangada Puno’s Boysen Creatures, “Jellyfish”, “Snail” and “Fish” is also on the shortlist for Design Lions, and BBDO Guerrero’s FedEx “Changing World” is on the shortlist for Cyber Lions.
Completing the harvest was Ace Saatchi & Saatchi’s “Fashion Laundry” for Procter & Gamble detergent brand Ariel, which merited a bronze trophy in the Media Lions, bringing the country’s total to four medals so far.
Tambuli Awards
On the local front, Monde Nissin was recognized the Carmencita Esteban Platinum Award with its “Pregnant Pause” campaign created with PublicisJimenezBasic. Considered the plum prize of the UA&P Tambuli Awards, this is only given to gold winners.
Monde Nissin also bagged gold as the Effectiveness Advertiser of the Year for Best Family-Oriented Brand Campaign. “Pregnant Pause” also won Bronze for Best Advocacy, while “Macho Man” also won Bronze for Best Insights and Strategic Thinking.
McDonald’s vice president for marketing Margot Torres also joined Tambuli’s winners roster as the first Chief Marketing Officer (CMO) of the Year awardee. Debuting this year, the Tambuli CMO of the Year is based on leadership in achieving marketing excellence and profitability for the organization and promoting societal values through integrated marketing communication. The CMO of the Year is an award based on industry nomination, and may only be won once.
“What never ceases to amaze me, something that we in the industry at times forget, is just how powerful this tool really is. Marketing has the ability to reflect who and where we are as individuals, as Filipinos, as a country. Long after we are gone, the campaigns that we aired would remain. This is what the next generation would see and remember us for—our time, our life, our culture,” Torres said.
Other Pana members also won in this year’s Tambuli. Silver winners include Kraft Foods, Alaska Milk, National Book Store, Unilever-RFM-Ice Cream, Unilab, Nestlé Philippines, Cadbury, Pfizer and Coca-Cola.
McDonald’s, National Book Store, Jollibee Foods, Unilab, Kraft Foods, Bank of the Philippine Islands, Globe Telecom, Petron, PJ Lhuillier, Pilipinas Shell, Sony Philippines, Universal Robina Corp. and Pascual Consumer Healthcare won Bronze awards.
New categories this year include Best PR-Initiated Campaign and Best Advocacy Campaign.
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Amor propio
Due to this agency’s amor propio, social embarrassment used to be an anathema to their perceived climb up the creativity ladder. Today, the agency’s sense of hiya prevents them from taking risks, calculated or otherwise. They’ve become paranoid at whatever might cause them embarrassment, although it is more of a chicken-or-the-egg question. Did the agency’s morals deteriorate because the staff disintegrated? Or is it the other way around? No matter. In either way, it has been unfortunate.
