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McCann did more than offer a twist on a difficult topic. They gave us information that could save lives.
At Cannes Lions 2013, McCann Worldgroup Philippines was recognized with a Silver Lion in Radio for their tongue-in-cheek 'Press' and 'Hold' spots for the Philippine Cancer Society. The spot also won at the New York Festivals, the Asian AdFest and 2014 Kidlat Awards.
A clever take on a hospital hotline, the work was simple, yet impactful.
Fully Booked’s multi-awarded “LIVES” RC series did more than reinvent a classic tale. It brought us back to the beloved bookstore.
McCann Worldgroup Philippines reinvented three best-selling books for the radio, making it into bite size audiobooks. They played with page numbers, and crafted a fresh take on each tale.
SPOILER ALERT: “Lives 1 of 4 ‘Frank’” was a synopsis of Mary Shelley’s classic “Frankenstein”, “Lives 2 of 4 ‘Hanna’ featured Young Adult novel-turned-Netflix-series “13 Reasons Why” by Jay Asher, while “Lives 3 of 4 ‘Nicky’” featured Gillian Flynn’s “Gone Girl”.
Each ad signed off saying, “with a book, you’re not just living a page, you’re living a whole other life.”
The campaign won a rare Gold at Cannes in 2017, and was followed with further metals at the Clio Awards, London International, Ad Stars, Spikes Asia, and has recently been shortlisted for The 2018 One Show.
#ArtLotto turned a game of chance into a game that gave Filipinos a chance to be more aware of local art.
To promote art awareness among Filipinos who just don’t care and are too busy trying to make ends meet, PublicisJimenezBasic used art as ticket to a fortune. Introducing #ArtLotto. A lottery where they didn’t have to buy a ticket to play for the jackpot. All they needed to do was: take a snap of any form of art in the Philippines, hashtag #ArtLotto, and post it on social media. Every entry was assigned a lotto number, drawn electronically for the jackpot. Their posts became part of an online gallery of Filipino art, accessible to public. Turning the social-savvy Filipinos into ambassadors of local art.
#ArtLotto did more than just raffle off a cash prize. It got more Filipinos to stop and be more aware of art, and in the end, made Filipinos a lot richer.
The Schick "Icons" print series did more than reintroduce razors. It gave the brand an entirely new voice.
JWT Manila took home their historic Gold in Outdoor for their Schick 'Icons' campaign, which was designed to raise the brand’s profile among men in a market where Schick is better known for their women's razor line.
The creative agency created graphic posters of legendary men with iconic facial hair with the Schick Exacta 2 razor seamlessly incorporated into each design. The objective was to show how the right facial hair helps define a man’s identity, and suggest how Schick can help people define their own look.
Pantene's Whip It campaign was more than a statement. It was an embodiment of the brand's confidence.
Most women's haircare ads don't have much politics. But Pantene elegantly addressed the double standards women often face at work.
The "Labels Against Women" ad showed the different ways women are viewed compared to their male counterparts—a confident executive is a "boss" as a man, but "bossy" when she's a woman; an emphatic speaker is "persuasive" as a man, but "pushy" as a woman.
Facebook COO Sheryl Sandberg, who is also the author of "Lean In: Women, Work and the Will to Lead," took notice. The Pantene video premiered in early November 2013, but it went internationally viral after Sandberg posted this on her Facebook:
Mang Inasal's Pinag-isang Puso app didn’t just show support for Team Gilas Pilipinas. It strengthened the brand’s Pinoy spirit.
As the Official Restaurant of Team Gilas Pilipinas, Mang Inasal created the Pinag-isang Puso mobile app, where Filipinos can show support for their heroes.
By doing the Pinag-isang Puso move with their mobile phones at hand, fans were able to leave their mark on the website’s world map.
Utilizing an accelerometer and geolocator, Mang Inasal was able to record these gestures real-time and pin the location of fans on the website, making it possible for Filipinos to show support for their home team, wherever they are in the world. Thousands of Filipinos were able to take part in the campaign.
The HANA Water Billboards didn't just deliver a message. It demonstrated the brand's promise.
Pasig River, Manila's main waterway, was transformed into a 25-kilometer sewer system that was considered biologically dead.
Shokubutsu HANA, a personal care brand that believes in the restorative power of nature, joined the movement to revive the river, but they wanted create more than an ad.
The brand mounted the first ever Water-Cleaning Billboards. These are floating systems placed on the river, made of vetiver grass that absorbs pollutants in wastewater.
As the government removed the solid waste, the billboards purified the water, giving hope and life back to the city.
SM’s recycled artwork did more than sell tote bags. It made Filipinos think twice about the daily choices they make that could change lives. Crafted entirely from recycled plastic bags, covers, wrappers and other litter, the Eco Bag campaign featured Print and Outdoor materials depicting striking scenes that reflect the harsh reality of the Philippine flood season.
It aimed to highlight the environmental perils of plastic bag disposal, as well as encourage shoppers to consider reusable eco bags.
It was so relevant, the campaign won both Silver and Bronze Lions in the 2014 Cannes Lions festival, among other awards.
Lowe Philippines’ Chief Creative Officer & President, Leigh Reyes, added: “So much suffering and damage occurs because of the misuse and disposal of plastic bags, and yet it can be remedied with a simple change in behavior. The Eco Bag campaign is intended to both raise awareness of this issue, and also give people a notable and alternative way to remember it: art!”
Maynilad's Just Add Water did more than prevent dengue. It demonstrated the brand's pure act of service.
Dengue fever is the deadliest mosquito-borne virus in the Philippines. It's also the leading cause of childhood hospitalizations. To help communities protect their homes, Maynilad came up with an affordable DIY solution.
Using recycled bottles, Filipinos made their own mosquito traps by simply mixing clean water, brown sugar and yeast. The mixture emits carbon dioxide to attract the mosquitos and kill them inside the bottle.
This initiative helped cut dengue cases by half within the year, saving thousands of lives.
CARMMA Correcting History did more than influence young voters. It gave us a new insight to rewrite our history textbooks with.
On Sept. 1972, the Marcos dictatorship declared Martial Law, igniting country's bloodiest era.
A decade later, millennials would support VP frontrunner Bongbong Marcos Jr. Many were ignorant about Martial Law because history textbooks were never revised.
CARMMA, a community of Martial Law survivors, disguised themselves as reporters to reveal the truth to millennials. The encounter was aired and polls taken after showed Marcos' numbers dropping, becoming one of the closest vice presidential races, which he lost.
Soon after, a new curriculum that included Martial Law as early as Grade 2 was announced. Thanks to this campaign.
DOT Photo Fails did more than make us laugh. It got tourists to come all the way back to the Philippines.
For a chance to win a free trip back to the Philippines, tourists were asked to submit their picture imperfect photos, or "photo fails", from their last visit to any of the country's destinations.
All they had to do was post it on social media with the hashtag #visitthephilippinesagain2016. The return ticket meant they could re-shoot that photo and enjoy a vacation too.
In February, three winners from Belgium, Japan and Finland were chosen from thousands of entries received.
Globe "Mask" went beyond simply promoting the film. They chose to tell their own moving story of courage.
Globe Telecom is dedicated to giving their consumers the most wonderful of experiences. And what could be more wonderful than a partnership with the cinematic universe of Star Wars?
The brand and its agency PublicisJimenezBasic wanted to announce this partnership with a story befitting of the beloved movie franchise. The result was a film that reminded each of us of our power to create courage. A theme that resonated globally, resulting in almost 40 million views.
The online film, which launched last December 7, 2016 was just one part of Globe’s campaign to inspire and protect the brave young children of the country.
They also renovated the Philippine General Hospital pediatric ward with help from donations collected through an SMS program.