When your campaign spreads awareness on new information or knowledge
E. ZOBEL FOUNDATION "#ARTLOTTO" – PUBLICIS JIMENEZBASIC
#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.
PANTENE "WHIP IT" – BBDO GUERRERO
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:
HANA "WATER BILLBOARDS" – TBWA\SMP
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.
MAYNILAD "JUST ADD WATER" – Y&R PHILIPPINES
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" – TBWA\SMP
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" – BBDO GUERRERO
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 BY PUBLICIS JIMENEZBASIC
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.