adobo magazine | May - June 2011 by Sanserif, Inc.

100 YEARS OF NESTLÉ PHILIPPINES

Collaborating with the industry’s best creative minds

THE CENTENNIAL TEAM

NestlĂŠ Philippines Inc., Publicis Manila and Zenith Optimedia

___ www.adobomagazine.com

___ A magazine on Advertising, Design, & Brand Communications.

MANNY PACQUIAO Giving brands an extra punch Issue 33 May - June 2011

ASIA-PACIFIC ADFEST 2011 KIDLAT AWARDS 2011

PROFILES Donald Gunn John Chua Loy Arcenas

CANNES LIONS 2011 PRIMER TRANSIT ADVERTISING DIGITAL AGENCY PROFILE Media Contacts Philippines

MANNY PACQUIAO

CREATIVE REVIEW Joji Jacob DDB Singapore MAD ABOUT Helping Japan

Philippines Indonesia Malyasia Singapore Hongkong Thailand

P180 IDR 100k MYR 15 SGD 180

Contents DIGITALSCAPE

COVER STORY

adobo team

Manny Pacquiao

125

Social Brands 100

EDITORIAL Editor-in-chief Angel Guerrero

126

The Market is Mobile conference

Associate Editor Abby Yao

TOP STORIES

WILLING WILLE

Willie is still willing, but how about the advertisers? Words: Mia Marci

warranted a 30-day suspension. By that time, Willing Willie had gone on hiatus. Jollibee Foods Corporation (JFC) was the first to pull ads, followed by Cebuana Lhuillier, Procter & Gamble (P&G), and Fit ‘n’ Right Del Monte Pacific Ltd. Unilever Philippines announced a shocking move to suspend sponsorship for all game shows until the matter is settled. Nutri-Asia, makers of UFC food products, also decided to suspend ads and promotional segments from Willing-Willie but clarified that their decision is purely “market-based” and not a judgment on the issue.

Willie Revillame cam under fire again after he had a six-year-old boy on his Willing Willie show gyrating for prize money while in tears. The video of the boy, named JanJan, went viral with over 200,000 hits and shares on YouTube and Facebook, and even attention in the international press. Willing Willie was a game and variety show which gives out prizes to participants in their game segments, or for singing, dancing, or sharing their stories. Revillame and the show were a hit among the masses. The sight of Jan-Jan in tears while Revillame and the audience (including the boy’s aunt) egged him to dance caused a public uproar. Secretary Dinky Soliman of Department of Social Welfare & Development identified it as an act of child abuse in a letter to TV5. Several celebrities such as Aiza

www.adobomagazine.com

Seguerra, Lea Salonga, and Jim Paredes voiced criticism of Revillame and the state of Philippine show business. There were demands for an apology and resignation, even a boycott on brands that sponsor Willing Willie and have him as endorser. Rallies were held, one in front of the Kapisanan ng mga Broadcaster ng Pilipinas (KBP) office against Willie, then another for Willie in front of the Movie Television Radio Classification Board (MTRCB). The pro-Willie rally was attended by Willie’s dancers, and even his show co-host and Valenzuela Councilor, Shalani Soledad. The MTRCB set to meet on the issue, but put discussions on hold when TV5 questioned their objectivity on Revillame. Under the new disciplinary board, it was decided that the show violated guidelines set forth by MTRCB and

May-June 2011

CDO has agreed to honor its contract with TV5 and the show, but assured the public that maintaining their sponsorship in Willing-Willie doesn’t mean that they will tolerate the show or its host to go “against the values we stand for.” Liwayway Manufacturing Corporation, makers of Oishi, said that they were still looking into actions that can yield actual and positive results. Revillame has spoken out on the matter in his show, especially on the boycott, “Napasakit naman yun,” he said. “Pag nag-boybott ang advertisers, yung mga nagmamahal sa amin, hindi bibili ang produkto niyan.” (That’s so hurtful. If the advertisers boycott, the ones who love us are not going to buy their products). Jan-Jan’s parents have announced intentions to sue Dr. Lourdes Carandang, the child psychologist assigned to them from the DSWD, and other bloggers who have commented on the issue.

The regulating bodies on the issue: KBP and the Philippine Association of National Advertisers (PANA) started a series of consultations on child-rights in live entertainment and game shows on televisions. PANA has also formed an ad-hoc group to coordinate with KBP and the television networks in enhancing the operating guidelines and policies and ensure alignment brand identification with child-friendly programming and the networks’ internal policies and practices. TV5 announced plans for a revamp and Wil Time Bigtime took Willing Willie’s place on May 14. Wil Time Bigtime was originally a segement from Willing Willie that featured contestants singing and dancing for prize money. Wil Time Bigtime featured a new set, new games, and has Soledad back as Revillame’s cohost. Revillame is no stranger to controversy. He joined TV5 after a public disagreement with ABS-CBN who had him host the gameshow, Wowowee. Back in 2006, for Wowowee’s first anniversary, a stampede broke out in a rush for tickets, killing around seventy people and injuring more than three hundred.

KIDLAT AWARDS 2010

May-June 2011

LOCAL NEWS

www.adobomagazine.com

LOCAL NEWS

Local Newsline Fluidpost stirs up the postproduction scene On one of the side streets of Legazpi Village, a new mix of postproduction methods and talents is being shaken and served. Having completed its first launch phase in February, Fluidpost is a onestop house that offers full post production services including audio recording and mixing, full CG animation, and content developments to name a few. The Fluidpost team, albeit young, is composed of an experienced pool of talent from the top post-production houses in the industry. Their reel proudly presents their skill and knowledge in visual and audio production. Their artists include Mark Mijares, Ted Mosuela, Boggie Manipon, Artstrong Clarion, Julius Canapi, and Wowie Quiambao. Pepsi partners with My Shelter Foundation for Bottle School ProjecT As part of its Sarap Magbago (change tastes good) campaign, Pepsi partnered with My Shelter Foundation to build a school made out of recycled plastic bottle, first school building of its kind in Asia. My Shelter is a non-profit organization that aims to build sustainable structures/ The Bottle School recently opened its doors to its first set of pupils on a site donated by the local government in San Pablo City. The structure is made largely of around 9,000 recycled waste plastic bottles filled with liquefied adobe. Volunteers recruited by Pepsi via the campaign helped collect bottles of any brand, and raise awareness of the national classroom shortage and build the structure. The building also uses glass bottles to let natural light in. “Through the Bottle School Project, we would be able to make bigger, greater positive changes in our country one bottle at a time. We are glad to work with Pepsi to provide a sustainable and eco-friendly way of solving the classroom shortage and garbage problem in the Philippines,” said My Shelter founder Illac Diaz.

www.adobomagazine.com

SMART RINGS IN SUN CELLULAR

Smart rings in Sun Cellular Illustration: BJ Abesamis

PLDT has acquired a majority stake of rival Digitel. The PLDT group, already the market share leader even before the acquisition, currently operates three brands: Smart, Talk N’ Text and Red Mobile. The acquisition of Digitel, which operates the Sun Cellular brand, will reportedly bring in an additional 15 million subscribers, resulting in a whopping 60 million users for the telecom giant. Globe, now its only rival, lags behind with just over 25 million subscribers. Digitel launched the Sun Cellular brand in 2003 and has since held the distinction of being the fastest growing mobile network provider in the country, undoubtedly a result of its offering the lowest bucket plans in the country. Sun Cellular’s strategy of undercutting their rivals through cheap call and text packages rattled the mobile phone industry and eventually PLDT and Globe were forced to offer their own versions of cheap deals.

May-June 2011

As reported in the Philippine Star, Manny Pangilinan “stressed that they intend to keep the mobile operations of Digitel separate and intact, instead of making Sun Cellular a Smart brand.” There is however, no other mention of how the move will affect the brands or their respective ad agencies. Neuron/Campaigns & Grey handles Sun Cellular. The acquisition definitely skyrockets PLDT further ahead of its competition. It also gives Digitel boss John Gokongwei one seat on the PLDT board. It can even be argued that Globe will benefit from less competition. Where the jury is still out or whether this deal, which returns the mobile phone industry to a duopoly, will benefit consumers.

KIDLAT AWARDS 2010

May-June 2011

LOCAL NEWS

www.adobomagazine.com

LOCAL NEWS

CBCP SLAMS MCDONALD’S TVC / DR. SKETCHY’S ANTI-ART SCHOOL

CBCP slams McDonald’s TVC, causes ad pull-out The CBCP, through Bishop Deogracias Iñiguez of Caloocan , thanked McDonald’s Philippines for their immediate action. In a later statement, Golden Arches Development Corp. said, “Over the years, we have strove to produce advertisements that highlight positive values like love for family and charity, which mirror those that the brand stands for.” The Philippine franchise operator of McDonald’s has pulled out its “BF/GF” television commercial after receiving complaints from the Catholic Bishop’s Conference of the Philippines (CBCP). The CBCP stated that the ad “cheapens relationships” and is giving the “wrong message” to children in regards to courtships. The 30-second spot portrays two youngsters sitting on a playground bench. The little girl asks the boy if she is his girlfriend, to which the boy answers, “Ayoko nga. Hindi pa ako ready. Demanding ang mga girlfriends. Gusto ganito, gusto ganyan” (“I don’t want to. I’m not ready. Girlfriends are demanding. They want this, they want that.”)

The boy changes his mind when the girl tells him that all she wants is French fries from McDonald’s. Fr. Melvin Castro, executive secretary of the CBCP Episcopal Commission on Family and Life, said over the Church-run Radio Veritas, “If the ad attempted to teach commitment, [it failed] because it was too superficial to point to a packet of French fries as the basis of a relationship.” He called for a pull-out of the ad, especially as more children are watching T.V. during their summer break.

Earlier this year, the Indian version of the spot by Leo Burnett Mumbai for McAloo Tikki burger and fries went viral on sites such as Facebook, Twitter and YouTube, where it was a popular target for parodies. Some spots, it seems, have better luck than others and some cultures can still believe that children can be innocent in their relationships.

In response, Golden Arches Development Corp. issued an official statement that it stopped running the campaign in all television stations on April 12.

Dr. Sketchy’s Anti-Art School comes to Manila Part of the movement to bring more life to the Manila art scene, Dr. Sketchy's Anti-Art School Philippines hosted a drawing workshop led by Carlos Celdran at The Office of Culture and Design, The Collective, Makati City. Celdran, more popularly known for his walking tours and his dramatic “Damaso” protest against the Roman Catholic Church over the Reproductive Health Bill, also paints and holds art workshops. For Dr. Sketchy's, Celdran had writer and former adobo Managing Editor Patricia Tumang pose for 20 budding artists. While some of the exercises had her going through standards of life drawing, Celdran challenged his students to go beyond the form, and draw everything they see around the model. In one exercise, students were made to draw Tumang as she went around and cursed at

www.adobomagazine.com

May-June 2011

students. “Make an emotional connection with her,” urged Celdran. “If she makes you angry, show it!” After each exercise, students gathered to share comments and talk about their experience with each of Celdran's drawing modules. Dr. Sketchy's is an art movement that has made itself a name in alternative drawing. Originally founded by art student Molly Crabapple, the movement found its way to the Philippines through head nurse Tessa Cam Rowe.

KIDLAT AWARDS 2010

May-June 2011

LOCAL NEWS

www.adobomagazine.com

LOCAL NEWS

A FASIONABLY WATERLESS WORLD

A fashionably waterless world The Philippines’ top-selling fashion magazine, Preview, heated up the month of April by collaborating with the country’s top creative agency in the Campaign Brief Asia rankings, DM9 JaymeSyfu, to celebrate Earth Month in a fashionable way. “Preview’s creative director Vince Uy was actually inspired by the press campaign we did for GABRIELA’s fashion show, ‘Project Runaway,’” said DM9 JaymeSyfu managing partner and chief creative officer Merlee Jayme. “For their Earth Month special issue, we were asked to feature one major environmental problem--and we chose the imminent water shortage by 2025.” The 10-page collaboration, entitled “Below Precipitation”, stresses the relevance of sustainability and the environment. The team transformed the beautiful island resort of Bellarocca in Marinduque into a hot desert landscape to recreate an image of the world without water. The azure waters of the resort were replaced by fine golden sand, emphasizing the imminent scarcity of water.

The combination of vivid imagery of a waterless post-apocalyptic world and well-thought out captions remind the reader of the importance of preserving one of the planet’s most precious resources.

Copywriter: Merlee Cruz-Jayme Art Director: Eugene Demata Designer/FA Artist: Allan Montayre Shoot Director: Vince Uy Styling: Daryl Chang Make-up: Owen Sarmiento Hair: Vianney Guese Models: Vanessa Matsunaga/ Deny Barros

www.adobomagazine.com

DM9 JaymeSyfu fashion spread for Preview magazine

Gabriela “Project Runaway (Rainy)” by DM9 JaymeSyfu

May-June 2011

KIDLAT AWARDS 2010

May-June 2011

LOCAL NEWS

www.adobomagazine.com

LOCAL FEATURE

Movers

AD ALIKE / TRUTH IN ADVERTISING

AD ALIKE

ZenithOptimedia recently announced the appointment of Maita Consulta as director of strategic resources. Consulta came from Universal McCann, where she was assistant vice-president for research and insights. She was also previously Universal McCann research director and vice-president of Universal McCann Connections.

Publicis JimenezBasic Creative Director Noel San Juan, known for the Greenwich and Meralco campaigns, joined Dentsu Philippines as ECD. San Juan fills the position Mike Calaquian left vacant end-2010. Prior to PublicisJimenezBasic, San Juan also worked for Lintas, McCann and JWT.

DM9 JaymeSyfu's Gogie Sinson and Herbert Hernandez have been promoted to Creative Director. Sinson and Hernandez are known for their award-winning work, as well as for their music. Sinson joined DM9 when it opened its doors in 2005. His insightful thinking and exemplary art skill have been responsible for memorable work for Smart, PLDT, Del Monte, TV5, and many more. Hernandez, on the other hand, joined DM9 in 2006. His Mini Cooper “Roller Coaster” gave DM9 its very first Cannes Silver Lion. He contributed to work for Gabriela and Red Mobile, among others.

BBDO Guerrero / Proximity Philippines Anlene Print Ad Campaign (Spine, Pelvis) 2010

TRUTH IN ADVERTISING Illustration: BJ Abesamis

The Nielsen Company has appointed executive director Gerald "Jay " G. Bautista to the position of Managing Director, Media. In his new role, Bautista will have the overall responsibility for business leadership and client management of the company's Media, Television Audience Measurement and Online businesses .

www.adobomagazine.com

Bates Taiwan Taiwan Smokers Print Ad Campaign (Spinal, Pelvis) 2008

May-June 2011

Members of a creative team found themselves in hot water when they made up a jingle together “inspired by” several high-ranking Internet video musicians. The Internet video musicians fought back with the power of online, waging a war that would do 4chan anonymous proud. At least the creative team members got the impact they were looking for: telling Facebook status messages, re-Tweets, their names mentioned in and faces Photoshopped in almost every unflattering Internet meme from “Rebecca Black” to “2 Girls, 1 Cup,” with even a dash of nyancat. The fight went viral, even more than their copy! But wait, before we pass out the cheeseburgers, one begs to wonder, how much of a public domain is the Internet? Have the Internet video celebrities done their share of legalese, or this is just an online tantrum gone horribly, amusingly, wrong?

22ND ADCON GETS READY TO CHANGE THE GAME

22nd AdCon gets ready to change the game Luis “LRay” Villafuerte, has hosted local and international sporting events. Governor Villafuerte has committed all accommodations within 30 minutes of CWC to the Ad Congress. No other tourists will be able to avail of rooms during the congress dates and rooms can only be booked online through a new system. "Just like in any other province, there are a range of accommodations," said Romualdez. She suggests those who wish to book five-star accommodation to book early as there are limited rooms in this class, but those who are satisfied with mid-range accommodation have nothing to worry about, as there are enough places for all delegates. Romualdez promises a very active Ad Congress this year, with a variety of sports activities including running, beach volleyball and even a dragon boat race. Prior to the congress, a fourleg golf series has also been planned by the Ad Congress Golf Committee.

In the lead-up to the official launch of the 22nd Philippine Advertising Congress (PAC), its chairman Sandy Prieto-Romualdez, president and CEO of the Philippine Daily Inquirer, opened up about the PAC to be held in Camarines Sur (CamSur) from November 16 to 19 this year. An expected 3,000 delegates will be attending the biennial PAC, headed this year by the combined forces of the United Print Media Group (UPMG), the Outdoor Advertising Association of the Philippines (OAAP) and the Internet and Mobile Marketing Association of the Philippines (IMMAP). Game-changing CamSur, now the Philippines' top tourist destination according to the DOT, has transformed itself from one of the country's poorest provinces to one of the richest. Housed in the provincial capitol complex in Pili, a short drive from Naga City, CamSur Watersports Complex (CWC), a project of CamSur Governor

Leo Burnett Manila has been selected as the creative agency of Ad Congress following a pitch that involved Campaigns & Grey, DDB Philippines, Dentsu Philippines, Publicis JimenezBasic, J. Romero and Associates, and JWT Manila. "It is a little more special for us because Raoul [Panes, Leo Burnett Manila ECD] is from Naga,” said Raymond Arrastia, group managing director of Leo Burnett Manila. “The guys had extra motivation because of that.” The Ad Congress brief called for creative materials that will lead to double delegate numbers and increase awareness about CamSur. Themed “The Game-changing Generation,” the 22nd Philippine Advertising Congress aims to become “the hub of game-changing ideas." "We put some heart, soul and humanity into the campaign. It was a careful balancing act, mixing real, human stories and putting some gloss and modernity into it," said Panes. 01

LOCAL NEWS

Movers James Bernardo has joined Bates 141 as executive creative director from Ogilvy & Mather, where he was head of copy and creative director. Bernardo built his career as a copywriter at Ace Saatchi & Saatchi and creative group head at Lintas (now Lowe). Moving to Saatchi & Saatchi Jakarta, Bernardo helped the agency become "Creative Agency of the Year” at Citra Pariwara. He returned to the Philippines to join BBDO Guerrero Ortega and moved to Ogilvy & Mather in 2008.

OMD Australia Joint Managing Director Leigh Terry has been elevated to the position of CEO, Omnicom Media Group (OMG), Australia and New Zealand, prompting leadership shifts in OMD Australia Terry's joint managing director Peter Horgan has been promoted to the position of Chief Executive Officer, OMD Australia, taking sole charge of all OMD assets across 4 offices and 340 staff nationally. Alistair Henderson has been promoted to the position of National Strategy Director, OMD Australia. Henderson previously held the role of Director of Fuse, OMD’s engagement channel planning and branded content group. Joanne Liddell has been promoted to the position of Director of Fuse. She will be based in Sydney and will report directly to Mark Jarrett, General Manager of OMD Sydney.

22nd Philippine Advertising Congress chairman Sandy Prieto-Romualdez

May-June 2011

www.adobomagazine.com

LOCAL NEWS

Movers

CLONED / UNUSUAL TISSUES WARN AGAINST THE SNIFFLES

CLONED

TBWATEQUILA\New Zealand has announced that seasoned digital media professional Geoff Devereux is joining the agency as managing director of TEQUILAAuckland. As MD and chairman, Devereux grew Delete from a two-person creative agency to an innovative company with more than 20 employees and a strong international reputation for delivering outstanding work for leading global brands such as Red Bull, Westfield, BaByliss, Ministry of Sound, Virgin Atlantic and Universal Music.

TBWA\Greater China has announced that Edmund Choe will join the agency as co-president and head of creative. Choe spent the last two decades at Saatchi & Saatchi, in Malaysia, Singapore. More recently, he was chief creative officer for Greater China based in Beijing.

Creative Juice founder and former BBDO Bangkok CEO Songkran Sethesompobe has been appointed as CEO for the Leo Burnett Group Thailand following an extensive search. In his new role, Sethesompobe will oversee Leo Burnett, Arc Worldwide, Black Pencil and Alpha 245. Prior to Creative Juice Bangkok, Sethesompobe spent ten years with Ogilvy where he rose through the ranks from Account Supervisor to Managing Partner and Executive Board of Director.

Flynn Rider

Mark Peckson

Crook-turned-royal love interest

Copywriter

Tangled

Ace Saatchi & Saatchi

Unusual tissues warn against the sniffles To remind parents to wash hands more often, Ace Saatchi & Saatchi has created tissue boxes branded Sneeze n Sniffles for P&G’s Safeguard soap. The tissue boxes were distributed at MRT stations and sent out to mom bloggers in February. Each box contains ten sheets of tissue individually printed with a child’s frowning face, copy that reads “This tissue won’t stop your germs reaching him” plus Safeguard branding

Tony Prehn, CEO of Lowe Thailand, appointed Jeremy Hine as his successor. Hine has been at Lowe + Partners since 2000. He has led international business from the outset, including HSBC and the multi-award-winning Stella Artois global account, from London.

www.adobomagazine.com

May-June 2011

and the tagline “Kills 99% of sickness-causing germs.” With Filipinos only too happy to receive free samples, the boxes are certainly welcomed by consumers and an unexpected means of getting the message across. As they are more likely to be kept as souvenirs than used in case of a cold, the tissues cannot go viral in any sense, but may just be passed on – by word of mouth.

LOCAL NEWS

FIL-AMS WALK THE RED CARPET

Fil-Ams Walk the Red Carpet at the 2011 Oscars

While not bringing home the Oscar for Best Cinematography for Black Swan, Matthew Libatique's body of work does his home country proud. The Filipino-American cinematographer has worked with Darren Aronofsky since their film school days, and continued to do work for him in critically-acclaimed films Pi, Requiem for a Dream, The Fountain, and The Wrestler. Libatique's other films outside of Aronofsky's oeuvre include both Iron Man films, Gothika, and Josie and the Pussycats.

Matthew Libatique is the son of two Filipinos who immigrated to New York. His father Justiniano came from Dagupan, Pangasinan while his mother Georgina came from Lucena, Quezon. Libatique's passion for film came from playing with his father's Nikon F. His father, an amateur photographer, who worked at a film laboratory, also taught him the basics of photography. His father has since passed on, but his mother remains his most devoted fan. She was in the Oscars preshow, where she expressed her pride at how far Matthew's come along. “I am proud of Matt and

Why subscribe?

couldn't stop talking about it,” she gushed. This 2011 has had the most Filipino-American nominees in Oscars history. Other Fil-Am nominees include Hailee Steinfeld, Best Supporting Actress nominee for True Grit; and Stefanie Walmsley, Gigi Dement and Stephen Dypiangco, producers of God of Love, which won Best Short Film. The Oscars was also a showcase for U.S.-based Filipino designers. Monique Lhuillier designed Mandy Moore's gown; Oliver Tolentino made Libatique's tux and Dement's gown; and Carolyn Nuyda-Calloway also created a gown for a producer of The Social Network.

Matthew Libatique

Gigi Dement

Haile Steinfield

Stephen Dypiangco

Stephanie Walmsley

Monique Lhuillier

NAME POSITION & COMPANY NAME

Only P960 for six (6) issues!

COMPANY ADDRESS

That's 10% off from cover price! MAILING ADDRESS

adobo's freshest issues delivered right at your doorstep

TELEPHONE NO. FAX

Get special discounts and invites to adobo magazine events (e.g. adobo main course, adobo party)

EMAIL ADDRESS PHILIPPINE SUBSCRIBER I WANT TO SUBSCRIBE FOR SIX (6) ISSUES (1 YEAR) AT P960 I WANT TO SUBSCRIBE FOR TWELVE (12) ISSUES (2 YEARS) AT P1,920

YES I WANT TO SUBSCRIBE! Choose from the following options FAX fill out the subscription form and fax to (632) 8450217 ONLINE go to www.adobomagazine.com click the SUBSCRIBE tab; or email subscription@ adobomagazine.com to request for the form and other details.

PHONE call (632) 8450218 • (632) 3846566 DIRECT drop by adobo magazine's office to purchase your subscription personally. Unit C-2A Bldg. C, Karrivin Plaza 2316 Don Chino Roces Avenue Extension Makati City 1231, Philippines

INTERNATIONAL SUBSCRIBER I WANT TO SUBSCRIBE FOR SIX (6) ISSUES (1 YEAR) AT US$ 80 I WANT TO SUBSCRIBE FOR TWELVE (12) ISSUES (2 YEARS) US$ 160 adobo magazine is a bi-monthly magazine at six (6) issues per year. Statement of account will be sent to your office or mailing address one week after receipt of subscription form. Cheques should be payable to SANSERIF, INC. PAYMENT CAN BE DONE THRU Please pick-up personal/company check payable to SANSERIF Inc. Deposit to SANSERIF, Inc. BPI Current Account No. 3521-1036-46 (fax deposit slip to 8450217)

May-June 2011

www.adobomagazine.com

LOCAL NEWS

Newbiz/Pitches Boehringer Ingelheim taps Campaigns & Grey for Dulcolax regional campaign Philippines - Boehringer Ingelheim, one of the world’s top pharmaceutical companies, appointed Campaigns & Grey Philippines as its creative agency to handle the regional TV campaign for its laxative brand, Dulcolax. The award follows the global alignment through Grey Healthcare Group. Boehringer Ingelheim also awarded the public relations mandate for Dulcolax to Campaigns & Grey’s public relations arm, Campaigns PR Inc.

DM9 JAYMESYFU’S PHAREX PRINT CAMPAIGN

Cough syrup campaign draws juries’ attention

JWT, Lowe and Ogilvy & Mather win Unilever brands Philippines - Sources confirm that JWT Manila, Lowe Philippines and Ogilvy & Mather Philippines, and were invited to an exclusive club pitch by Unilever for brands it recently acquired from Sara Lee. Each agency has been appointed to handle one brand each: Ogilvy & Mather for women's personal care brand Eskinol, JWT for the men's line Master, and Lowe for the whitening line Block & White.

Tribal DDB is AOR for WWF Carbon Footprint Campaign Philippines - WWF Philippines named Tribal DDB as Agency of Record (AOR) for the Carbon Footprint Campaign following a three-way pitch against McCann and Dentsu. Tribal DDB was earlier awarded the TV5 digital requirements while DDB Philippines was appointed as this year’s creative agency for Canon Business Solutions (BIS) Group, beating Saatchi & Saatchi in the pitch shortlist.

Sony chooses iris for its digital imaging category in South East Asia South East Asia - Sony South East Asia has appointed integrated creative agency iris Singapore to handle its integrated marketing duties for its digital imaging category in South East Asia, following a competitive pitch in December. Craig Mapleston, managing director for iris’ Singapore office, said: “We’re really excited to be working with Sony across all disciplines and across the region."

www.adobomagazine.com

Early this year, DM9 JaymeSyfu turned heads for its “Center of Attention” (Seats) campaign for Pharex Carbocisteine cough syrup. Without any copy, only the logo of the product, the campaign illustrates the embarrassing situation of having an attention-grabbing cough. Empty chairs are turned to face an audience member instead of the stage, the podium or the screen in three print executions: “Opera,” “Cinema” and “Lecture” The result is a smart idea made even more powerful by its simplicity. The series has earned the thumbs-up from juries from ADFEST 2011, where the “Cinema” ad

May-June 2011

was shortlisted and both the “Opera” single and the entire campaign received a Bronze Lotus. “Opera” was also cited by the prestigious D&AD awards with an in-book acceptance andwas a finalist in the One Show 2011.

Agency: DM9 JaymeSyfu Chief Creative Officer: Merlee Jayme Executive Creative Director: Eugene Demata Creative Directors: Jerry Hizon, Louie Sotto Art Director: Miko Quiogue Copywriter: EJ Galang F.A. Artist: Allan Montayre, Pinoy Reyes

TRENDSPOTTING

LOCAL FEATURE

TRENDSPOTTING (Counter-clockwise, L-R) Joey Ong, Executive Creative Director, DDB Philippines; Mark Peckson, Copywriter, Ace Saatchi & Saatchi; Lito Gemora, Creative Director, Ogilvy & Mather Philippines; Mariel Ferrer, Senior Copywriter, World Impact Communications; Franco Ocampo, Art Director, DraftFCB Manila Photographer: Jar Concengco (CampFire Media) / Stylist: RJ Ferrer / Hair and Make up: Ix Chel Style Make up artists: Anjoo Afed, Elaine Ching, Irene Sy-Go, Anna Angeles / Hairstylist: Jen Balbuena, Joy Martir

May-June 2011

www.adobomagazine.com

LOCAL NEWS

Newbiz/Pitches HeathWallace opens in Melbourne Australia - Digital and design consultancy HeathWallace expands its digital user experience & design consulting capabilities to serve clients in Australia from its new Melbourne hub. Founded in the UK in 2001 and acquired by WPP in 2008, HeathWallace currently has offices in London, Hong Kong, Chicago, Cape Town and now Melbourne.

Euro RSCG and MPG bag Bosch integrated duties across Southeast Asia South East Asia - Euro RSCG Singapore has been named agency of record for the BOSCH brand in the brand portfolio of BSH Home Appliances Pte Ltd., following a competitive pitch against three other agencies. MPG, another Havas agency, has been tasked to handle media duties. Euro RSCG is tasked with developing integrated communications across online and offline channels for a variety of products in Singapore, Malaysia, and other Southeast Asian countries.

Facebook taps Admax for ad sales South East Asia - Facebook and Admax Network, Asia’s leading online ad network, have announced the appointment of Admax as the social network’s official advertising sales partner in Indonesia, Philippines and Thailand. Admax will focus on providing sales and campaign support for Facebook’s premium ad solutions, as well as their marketplace offering.

WPP invests in Vice Global - WPP has announced the acquisition of a minority stake in Vice Media, a leading global youth media brand, operating in over 30 countries. Vice Media operates a magazine and book publishing division, a music division, VBS. TV, Viceland.com, Virtue Worldwide (a full service agency), AdVice (an online activation network) and a series of digital channels built around online content verticals. The investment further develops WPP’s content capabilities, particularly in new media, the youth consumer segment, and fast growing markets and sectors.

www.adobomagazine.com

SKYCABLE’S SKY BROADBAND VS. SUN CELLULAR’S SUN BROADBAND

Sky and Sun manipulate time in broadband TVC’s

Sun Broadband “Stop Motion”

Sky Broadband “Baby”

Sky Broadband “Fastfood”

Two of the country's Internet service providers rev up in the speed race as SkyCable's Sky Broadband 5Mbps campaign goes neck and neck with Sun Cellular's Sun Broadband TVC.

sells its speed backed up by the trust of its clients that the service will consistently be available anytime and anywhere; Sky presents faster Internet at an affordable price.

Neuron/Campaigns & Grey take the notion of slow buffering and download speed in its Matrixstyle bullet time “Stop Motion” TV commercial for Sun Broadband, which started airing in February 2011.

Can these brands outrun each other in the broadband race? No manipulation can cheat the test of time… or the marketplace.

Speed coupled with consistency is portrayed in this 30-seconder ad, where buffering while downloading musical content becomes an issue. “It does not over promise, unlike competitors in the market who tend to oversell and fall short on customers’ expectations,” says the agency. Sky Broadband's “Ready for life at 5mbps?” campaign launched in late March by BBDO Guererro/Proximity Philippines, on the other hand, capitalizes on giving the consumers a feel of life on an exceptionally fast rate. Three humorous 15-second TVC's, “Fastfood”, “Baby” and ”Courtship” ask the viewers if they are ready to experience the incredible speed of their internet service as demanded by the current lifestyle. The campaign includes a usage calculator at the website lifeat5mpbs.com. Though both providers aim to increase subscriptions, a difference on their market positioning draws a border between the two. Sun

May-June 2011

SUN BROADBAND “STOP MOTION” Advertiser: Digitel Mobile Philippines Agency: Neuron/Campaigns & Grey Philippines Accounts: Boboy Consunji, Donny Dingcong, Hanna Diaz Creative: Jun Ureta, Mags Sandoval, Ben Obed Producer: Krischelo Delgado Production House: Provill Director: Adrian Calumpang Post: Roadrunner SKY BROADBAND “BABY,” “COURTSHIP,” “FASTFOOD” Advertiser: SkyCable, Inc. Agency: BBDO Guerrero/Proximity Philippines Chief Creative Officer: David Guerrero, Executive Creative Directors: Brandie Tan, Tin Sanchez Creative Director, Copywriter: Pia RoxasOcampo Art Directors: JP Palileo, Corey Cruz, Sugar Perez Accounts: Ombet Traspe, Eric Oandasan Producer: Idda Aguilar Production house: Revolver Executive Producer: Millette Sotto Director: Joel Limchoc Post: Postmanila

WHO’S AFRAID OF PITCH FEES?

LOCAL NEWS

Who’s afraid of pitch fees? 4A’s Philippines President Mio Chongson explains the new system

4. Further, we want to avoid situations where advertisers would call for a pitch involving more than three agencies. The Advertising Association of Thailand’s implementation was in 2003 and it is working well. Pitches are limited to three agencies and clients are complying. 4A’s Malaysia started it in 2006, with a pitch fee of RM150,000 and RM5,000, again depending on the scope. Based on informal feedback, theirs is not a perfect process and learnings are being applied.

Discussions on the pitch policy have been floating around for years, but the 2010 4A’s Board did the spadework, formulated the implementing rules and guidelines, and facilitated the referendum where a strong majority of the members voted for its implementation. Since its effectivity last March 15, we are seeing some changes, such as clients limiting the pitches to a maximum of three agencies.

Client has the option to call for a credentials pitch. This is presumably the most efficient in terms of cost (zero) and timings for the client. But if they want a creative pitch, they can contact the 4A’s secretariat, or course their intent through the agencies. We have sent out the implementing rules and guidelines to both the 4A’s members and PANA. In totality, pitch fees serve to motivate and protect the ad agencies with a more professional selection process. If we are motivated, the output will be better, and we give clients more value.

I could cite some reasons for pitch fees based on our collective discussions and learnings from other countries: 1. Pitches are costly and can drain resources of the agencies. 2. In the AdBoard’s current “Standards on Trade Practices and Conduct Manual,” the requirement for pitch fees is cited. There was a need to update and seriously implement it. 3. In a pitch situation, we wish that advertisers search for a partner, not for a campaign. There have been some unfortunate situations—which we hope are isolated instances--where some clients, not decision makers, would call for a pitch, pick out the best ideas from agencies, and then present the work to their bosses as if they were their own. We want to put a stop to this.

May-June 2011

www.adobomagazine.com

LOCAL FEATURES

AD OF THE MONTH (MARCH) / AD OG THE MONTH (APRIL)

ADOBO ad of the month / March

Pharex “Center of Attention” (“Lecture”, “Cinema”, “Opera”) DM9 JaymeSyfu Agency: DM9 JaymeSyfu / Chief Creative Officer: Merlee Jayme / Executive Creative Director: Eugene Demata Creative Directors: Jerry Hizon, Louie Sotto / Art Director: Miko Quiogue / Copywriter: EJ Galang / F.A. Artist: Allan Montayre, Pinoy Reyes

ADOBO ad of the month / April

WWF Phils. “Sea Creatures” (“Shark”, “Squid”, Mudfish”) Leo Burnett Manila Agency: Leo Burnett Manila / Creative Director: Raoul Panes, Mike dela Cuesta, Sheila dela Cuesta / Art director: Mike Dela Cuesta, Robert Perez / Copywriter: Raoul Panes, Sheila Dela Cuesta, Nonie Tobias-Azores / Photographer: Jessie Pastor / Digital Artist: Robert Perez / Modelmaker: Johnny Alcazaren / Accounts: Bansky Fermin, Gela Pena / Producers: Gello Jamias, Benjie Puno

www.adobomagazine.com

May-June 2011

NestlÉ Philippines 100 Years

LOCAL FEATURE

100 years of good food, good ads

Words: Abby Yao

On Nestlé Philippines’ centennial, a salute to its classic TV commercials

“Pag-Ibig” Omnibus TVC

When Henri Nestlé founded the Farine Lactée Henri Nestlé in Vevey, Switzerland 145 years ago, he would never have guessed that the company bearing his name would be one of the world's largest food companies. Today Nestlé S.A. employs over a quarter of a million people in its operations in over 80 countries, carrying well-loved brands and running equally well-liked ads. In 2011, the company marks its 100th year in the Philippines, one of Nestlé's strongest performing countries globally. With over 3,000 employees throughout the archipelago, Nestlé Philippines, Inc. is counted among the country’s Top 10 Corporations and its brands are leaders or strong challengers in their respective categories that enjoy the patronage of Filipinos. Without a doubt the company owes a significant degree of its success to its advertising and Nestlé ads number among the roster of classic Philippine T.V. commercials.

A BRIEF HISTORY At the turn of the 20th century, Nestlé continued its expansion overseas, opening factories in Europe, the United States and Australia, and merged with the Anglo-Swiss Milk Company. In 1911, the Nestlé and Anglo-Swiss Milk Company set up a sales office on Calle Renta in Binondo, Manila, one of the Philippines' trading hubs at that time. From milk-based baby food, Nestlé diversified into various product categories over the years. In the Philippines, the range now includes coffee, milk, milk powder, beverages, non-dairy creamer, food, infant nutrition, ice cream and chilled dairy, breakfast cereals, confectionery, and petcare, encompassing popular brands such as BEAR BRAND, COFFEEMATE, MAGGI, MILO, NESCAFÉ, NESTEA, and NIDO. GENERATIONS OF ICONS The Nestlé logo, registered in 1875 and with minor changes since then, is only one of the many iconic images

and lines the company has had over the years. As it has been advertising since the 19th century, Nestlé was one of the first multinational companies whose communications had global reach in the early years of television. The company has amassed slogans, jingles and characters that have entered the public consciousness as popular culture. With the advancement of mass media, particularly from the 1960’s onward, T.V. has been particularly effective in promoting Nestlé brands and the company’s own image. With the help of trust-building campaigns, Nestlé products have become part of the daily routines of Filipino families. We salute the generation-defining work for Nestlé from the last three decades. “I remember yesterday, the world was so young...” As one of the brands that preceded World War

May-June 2011

II, BEAR BRAND Sterilized has a brand heritage like no other in the Philippines. Who can forget the “Reunion” T.V. commercial from the 1980’s, which was being parodied even a decade after it aired? At about the same time, BEAR BRAND Instant, the “ideal family milk,” conjured images of the Swiss Alps with cuddly bear mascots. 20 years later, brand ambassador Vilma Santos-Recto’s blue suit has become so synonymous with BEAR BRAND that comedienne Eugene Domingo donned a similar outfit to launch its Probiotic line. More recently, young ones declared that they are “laking BEAR BRAND” – that they grew up with BEAR BRAND – in the “Generations” TVC, likely quoted directly from market research, a sign of strong brand equity. BEYOND THE 30-SECOND SPOT And how do you start counting the number of young athletes (and parents) inspired by MILO spots, believing that “great things start from small

www.adobomagazine.com

LOCAL FEATURE

NestlÉ Philippines 100 Years

beginnings?” With that line, gymnastturned-taekwondo jin Bea Lucero and swimmer Akiko Thompson became household names. So catchy were the jingles that the musical phrase “MILO everyday” can still be heard in the current ads. MILO continues to celebrate the young athletes of today, including basketball champion Chris Tiu and taekwondo jin Japoy Lizardo, and encourage the sportsmen of tomorrow. For MILO’s 40th anniversary, it was only fitting to look back and feature some of the country’s prominent names in sports, among them Monsour del Rosario, Christine Jacob and Lydia De Vega in the “Green Flame” commercial. In sports sponsorship, who could beat the “Olympic energy drink” present in every major sporting event? Add to that the thousands of kids who attended MILO B.E.S.T. basketball clinics during summer break and the thousands more who

www.adobomagazine.com

run the MILO Marathon annually. The past few years have seen a renewed interest in running and “The Gift” TVC made paper tracings of feet a beautiful and moving sight. Coupled with donations of running shoes, MILO gave richer meaning to the tagline “Building champions in life.” At a time when health is increasingly becoming a priority, “Choose Wellness, Choose Nestlé” found relevance in the lives of ordinary Filipinos, with fitness activities and campaigns that made the company’s thrust concrete. First seen in the launch campaign for MAGGI Rich Mami Noodles in 1979, Tita Maggi (Aunt Maggi) remains one of the Philippine advertising’s memorable characters. Dressed in a chef’s hat and apron in the brand colors of red and yellow, she was not just a spokesperson but the embodiment of the brand. “Milk in my cereal, COFFEE-MATE in my coffee” makes perfect sense

May-June 2011

to coffee drinkers, even after the quotable line gave way to images of young couples spending quality time together. But even for those who miss the banter between Tessa Nieto and Alex Compton, who played characters named after themselves, the wordless exchange between COFFEE-MATE pairs remains aspirational. LATEST HITS The Filipino’s affinity with Nestlé ads is remarkable. During the heyday of the NESTEA plunge, swimming meant falling into the pool like the models in the ad did. Summer meant tanned players for NESTEA Beach Volley action and when novelty songs became popular, the Wave dance step meant bottomless fun. But the iced tea brand’s biggest success came late last year with Nikos and his family, whose debut was the most-watched commercial on Nestlé’s YouTube channel with over 160,000 views. The series has had

several installments suited to various occasions and leaves audiences wanting the teenage protagonist to end up with his love interest. Past the hot season, the colorful fun of Pokwang in the NESTLÉ Sorbetes ads tickled tongues for ice cream all year round. Mornings called for NESCAFÉ’s striking red mug and steaming hot coffee. No longer focused on “One World,” it now speaks to the man on the street, asking “Para kanino ka bumabangon?” (Who do you wake up for?) NIDO’S “You’re my number one,” sung by Sharon Cuneta and her daughters, becomes even more poignant after many years off the air. Before moving on to the next century of ads, recall a Nestlé Philippines public service campaign, the likes of which we no longer see on Philippine screens. “Sa mata ng bata, ang mali ay nagiging tama kung ito ay ginagawa ng mas matanda.” (In the eyes of a child, wrong becomes right

NestlÉ Philippines 100 Years

LOCAL FEATURE

Maggi “Tita Maggi”

Nescafe “Cultural Worker”

Milo “Bea Lucero”

Bear Brand Sterilized “Reunion”

Nestea “TY”

when it is done by an elder.) The message left an imprint on minds both impressionable and mature. It was a brave stand on societal values – ad monies well-spent. CELEBRATIONS COMMENCE In April this year, Nestlé Philippines launched its centennial campaign “Kasambuhay, Habambuhay” (Companion in Life, For Life), which got viewers searching for the the 90-seconder omnibus “Pag-ibig” online. The thematic TVC is carried aloft by the Danny Javier song of the same title. Created by Publicis Manila, which handles the majority of Nestlé Philippines advertising, the spot features BEAR BRAND, MILO, NIDO, NESCAFÉ, COFFEE-MATE, MAGGI, NESTLÉ Ice Cream, BEAR BRAND and NESTEA, and has amassed over 125,000 hits in one month. Nestlé is proud of its rich heritage but averse to blowing its own horn, which is why the campaign looks at the connections to its brands, not the

company’s achievements. “Nestlé is truly a Kasambuhay, Habambuhay because when we proposed to them to celebrate their centennial with the consumers at the center, they embraced it whole-heartedly,” shares Publicis Manila chairman & CEO Matec Villanueva. “True to their DNA, Nestlé knew that it was about celebrating the generations of Filipino families who have come to love and trust their products.” Nestlé Philippines Senior Vice President and Director of Communications Sandra Puno agrees and shares this anecdote: “Upon viewing our Centennial TVC, a friend of mine (who happens to be a man) said, ‘Nothing has ever touched me and made me cry in 90 seconds, Sandra.’ If our centennial campaign has such emotional impact, perhaps it is because Kasambuhay, Habambuhay is deeply rooted in the very personal and endearing stories of Filipino families with Nestlé and its brands. Our centennial

celebration aims to pay tribute to this special relationship that we have with each and every member of the Filipino family in the past 100 years and in the next 100 years to come.” The centennial celebrations have only begun. Nestlé Philippines has commissioned 10 short films, each in a different genre for a specific Nestlé brand. The films were directed by nine TVC directors who have worked with Nestlé time and time again: Jeorge Agcaoili, A/F Benaza, Carlo Directo, Henry Frejas, Raul Jarolan, Sid Maderazo, Chris Martinez, Stephen Ngo and Jun Reyes. The short films will be screened for free in select SM Cinemas nationwide in June, and will surely delight a new generation of Filipinos growing up with Nestlé brands.

the company’s centennial celebration in the market unfolds. “That mission centers on our commitment to nurture generations of Filipino families with tasty products that promote nutrition, health and wellness.” Here’s to the good life and to another century of good ads!

“Our mission continues into the future as we look forward to the next 100 years,” said Nestlé Philippines Chairman and CEO John Miller as

May-June 2011

www.adobomagazine.com

LOCAL FEATURE

HAPPYLAND FILM SCREENING

An inspiring evening in “Happyland” adobo magazine sponsors football film screening The adobo magazine official cinema premiere of Happyland, an independent film about the futkaleros, the street football players of Tondo, kicked off at Greenbelt 3 Cinema 1 last March 7. Written and directed by noted filmmaker Jim Libiran, Happyland is based on the true story of the barefoot football players of Tondo. It is an inspiring story of young men who find hope and a chance for a better life with football. The film’s title is based on the film’s setting, a community named after hapilan — a word for “garbage dump.”

The cast is made up mainly of non-actors, real football players of Tondo who trained under the Futbol sa Kalye program of Coach Peter Amores. Libiran and cast members Amores, Fr. John Andreu, Mo Ibrahim and the futkaleros graced the screening and participated in the Q&A session that followed.  Moviegoers were treated to free kettle corn, Gatorade and copies of adobo’s latest issue; Tondo shirts and Happyland pins were also available at the entrance. The screening was organized by adobo magazine for the benefit of the Futkaleros of Tondo.

It was made possible by Alaska, Ensogo, Fitness First and Yehey! To help support the film or for more information on upcoming screenings, contact producer Mitchelle Moreno at 09178915477 or email help@ savehappyland.com.

www.adobomagazine.com

May-June 2011

Fr. John Andreu and adobo magazine’s Angel Guerrero

Director Jim Libiran

Tondo Futkaleros pose with their new football gear

KIDLAT AWARDS 2010

May-June 2011

LOCAL NEWS

www.adobomagazine.com

LOCAL FEATURE

2011 ADOBO FOOTBALL CUP

adobo Football Cup 2011

Ace Saatchi & Saatchi Victorious Words: Bob Guerrero

Fun, friendship and football went hand in hand once again at the 2011 Adobo Football Cup held at the University of Makati stadium last March 26. The fourth run of the five-a-side tournament for the advertising, marketing and media world was bigger and better than ever before.

In the final match Ace Saatchi and Saatchi topped Balls Channel 1-0 to be the tournament's champion. Drafted player Deo Calumba struck in the second half off a pass from Randel Tapang, who led the brightorange clad team with three goals. (Each team can draft three non-employees to their team.) Balls and Saatchi defeated DM9/DDB and JWT Bolas Grandes in semi-final penalty shootouts after both games ended goalless after 30 minutes of extra time and six minutes of extra time. For the first time the tournament featured two round-robin groups instead of one since there were 10 teams, the most ever. With 10 points, Balls TV topped Group A with JWT finishing second to send both to the semis. Group B saw DM9/DBB win all four games to finish first with 12 points. Ace Saatchi and Saatchi tallied 10 points. Newcomer Netbooster battled hard but just missed a final four spot. BBDO and new team Y&R completed the Group B cast.

Special awards were also given out. Ebong Joson, the draft player of JWT grabbed his third MVP award while the Golden Boot for best striker went to DM9/ DDB's Winston Tan. Saatchi's net-minder Lawrence “Thonx” Kwek who bucked a sore knee to make key saves, was awarded the Best Keeper prize, while Deo Calumba, nicknamed “Cultured” for his sophisticated play, picked up the Best Midfielder accolade. The JWT Bolas Grandes was, for the second year in a row, adjudged Best in Team Spirit. The Adobo Cup 2011 was co-presented by Alaska in cooperation with Fitness First. The event was also sponsored by Ensogo, McDonald’s, Gatorade, Nike and Yehey. adobo wishes to thank its media partners Balls TV, Garage Magazine, Inquirer.net, and Manila Bulletin.

LOCAL FEATURE

2011 ADOBO FOOTBALL CUP

01 MVP Ebong Joson of JWT on a huddle with his team 02 JWT Manila’s Dave Ferrer 03 Agency teams collide at the University of Makati Football Field 04 Balls TV team 05 Publicis Manila warming up before the competition 04

06 Champion team Ace Saatchi & Saatchi and JWT Manila with the adobo staff after the awarding ceremonies 07 BBDO’s David Guerrero 08 Ace Saatchi & Saatchi’s Tony Sarmiento 09 Team DDB/DM9 10 Best in Team Spirit for the second year running, JWT Manila 11 Adobo Football Cup 2011 Champions Ace Saatchi & Saatchi 12 Balls TV’s Atom Araullo

Presented by:

Sponsors:

Media Partners:

Co- Presented by:

LOCAL PROFILE

LOY ARCENAS

ROLLER COASTER

Theater Designer Loy Arcenas Words: Jamie Ortega

Interview: Abby Yao

When you put the words “Pinoy” and Broadway together the usual answer to the equation is Tony Award-winning actress Lea Salonga. However, in the pantheon of theater design one Filipino shines brightly above the rest, and his name is Loy Arcenas. Born in 1953, Loy has been dazzling audiences with his set designs for more than 30 years. Some of Loy’s most notable works include the Chicago-based theater company Steppenwolf’s productions of “Topdog/Underog” in 2003, and “Beauty Queen of Leenane” in 1999. Loy is also known for his set design on the national tours of “Vagina Monologues,” Goodman Production’s “Good Person Of Setzuan” among a host of other off-Broadway plays. He has been honored by the LA Drama Critics Circle and the Bay Area Critics Circle, and has also received the Jeff Award and the Obie Award, the Off-Broadway equivalent of the Tonys, for his work. Like many great artists, Loy didn’t dream of becoming a theater designer from the get-go. He wanted to become a doctor. Back in college as a pre-med student in Diliman, Loy decided to join the University of the Philippines Concert Chorus as a hobby. “My only background in the arts at that time was my Humanities 1 subject, but I had big ideas. Rey Paguio who was also part of the Chorus, wanted to produce the concert version of ‘Joseph And The Amazing Technicolor Dreamcoat’ but he

www.adobomagazine.com

had no money for a director and I offered my services. Before I knew it I was directing everywhere,” he shares. After getting his feet wet, Loy soon realized that passion would only take him so far. He decided to enroll at the Drama School Of London and take a course in acting. “I had a five-year plan, I was to study acting then go back to directing, stay in London for a couple of years and come back to Manila. While studying I fell in love with design, I had this big interest in designing creatures and I stayed with design.”

His passion for design led him to take an additional Theater Design Course at the English National Opera under Margaret Harris. Loy’s free-spirited nature brought

May-June 2011

loy arcenas

him to New York, where he fell in love with the energy of the place. “I don’t really make so many big plans because when I do something else happens so most likely I just let whatever happen, happen,” he enthused. Loy didn’t know where New York would take him but he knew he had to start from the bottom up. He immersed himself in small New York theater companies, learning the ropes from as many people as he could. “I was very lucky to associate myself with really interesting young exciting directors and at that time we got to work also with very exciting playwrights and that combination really built my career,” he shared. Loy was also lucky enough to have a supportive family who understood the seemingly drastic decisions he had to make. “One day my father went into the theatre in UP while I was working, I was dealing with 40 people onstage. He saw my passion and enthusiasm, he gave me his blessing,” he recalled. The designer’s early work consisted of American plays (circa 1980’s) executed with a cinematic approach. Coming from a musical background, Loy was able to easily identify the overall movement inherent in each play, work with the choreography of every actor, and incorporate that into his design. “Between working on musicals and working on straight plays, the same process happens. It’s a collaboration with the playwright or director, all these ideas start to mix, and you start with

LOCAL PROFILE

Loy Arcenas

“The Romance of Magno Rubio”, Ma-Yi Theater Company

“Golden Child”, Tanghalang Pilipino

“Curse of the Starving Class”, American Conservatory Theater

something and end up with another thing completely different,” he explained. Not all plays have overflowing resources. Loy shares how he was able to work around budget restraints while still keeping the play’s artistry intact. “It limits you but it also brings you up. In 1999, I had done a big production of David Henry Hwang’s ‘Golden Child’ in Seattle,” he said. “I created black screens that hid the bedrooms but were still visible to the audience so when one scene comes in you could still see what the others were doing. When I did the same thing in Manila nearly 10 years later I knew the budget was going to be miniscule and I couldn’t bring home those set pieces. Much about ‘Golden Child’ is about conspiracy, wives wanting to have a control of the household. I created a labyrinth of spaces; depending on how you lift it you could see bedrooms, when you lift it in a different way those bedrooms would disappear. It was completely different from Seattle but it had the same emotional impact.”

profession, and commit to it. It entails a lot of false starts and a lot of building, you learn from one experience and bring it on to the next,” he said. Loy adds that aspiring directors and designers should adjust and work with theater being a spontaneous medium. “Theater is lived in the moment, it’s different from film where you can freeze it in nature, theater is essentially what you remember, what you saw, and experienced. People get scared with the idea that the show might run badly, I’ve come to the idea that once the curtain goes up, it’s a roller coaster--you don’t know what happens,” he explained. Clearly, Loy is enjoying every single minute of the roller coaster ride.

Being in an eclectic and creative environment like New York could make anyone feel a little overwhelmed, therefore Loy kept his Filipino roots close by being a part of the award-winning Filipino-American troupe Ma-Yi Theater Company. He directed and designed an adaptation of novelist Carlos Bulusan’s “The Romance Of Magno Rubio” about a lovesick migrant farm worker in depression-era California. With a number of awards tucked under his belt, Loy dishes out pieces of advice for people who want to follow in his footsteps. “Love the

May-June 2011

www.adobomagazine.com

LOCAL PROFILE

www.adobomagazine.com

JOHN CHUA

May-June 2011

JOHN CHUA

LOCAL FEATURE

John Chua

Behind The Lens Words and Interviewed by: Mia Marci Photos courtesy of Adphoto

The saying “Jack of all trades, master of none” clearly didn’t have John K. Chua in mind. Best known as a veteran photographer in advertising and branding, Chua has worked in the industry for 40 years, capturing automobile and food brands, and all kinds of products imaginable. His vocation led to the creation of his studio, Adphoto, which is managed by his wife, Harvey. One of Adphoto’s senior photographers is G-nie Arambulo, who was behind the lens that captured TBWA’s award-winning “Flowers” print ads for Boysen. Outside of Adphoto, Chua also enjoys prominence as an elephant zoo keeper, an advocate for persons with special needs, even a pilot of light aircraft. Where few lensmen have gone before In photography, Chua shares one secret to his success: “I never say no. The client comes to me with

May-June 2011

a problem. If I say no, I give him another problem.” So far he’s proud to say that there hasn’t been a problem he couldn’t solve. Aerial photography is an Adphoto specialty, which reconciled two of his loves: photography and flight. Chua learned to fly so he could take aerial photos. “If you ride on a plane, you just go where the pilot goes. I thought, if I knew how to fly, then I’d know where to go,” he says. He would have done both too, if taking the shot didn’t entail letting go of the steering wheel. He has already flown cross-country from General Santos to Laoag on a tiny plane that only allowed an hour and a half of flight time. The short distance allowed him to explore littleknown areas and document it for an exhibit, a feat few photographers or pilots have managed. It is also aerial photography that offered some of the bigger challenges to Chua. In one shoot for Shell, he

www.adobomagazine.com

LOCAL PROFILE

JOHN CHUA

was asked to take a picture of the flame atop an oil rig. It was a difficult shot to take, entailing the use of a helicopter, and coming close to a flame made by hazardous gases. Chua had to draw from his own knowledge of flight in working with the pilot, and heavily consulted with a board of engineers to get the shot he needed, and he did. Elephants and PWD’s Chua spends weekends at Manila Zoo taking care of Maali, a female Asian elephant. The weekends started 10 years ago when he joined his daughters as volunteer zoo keepers. His daughters have since stopped going but Chua stayed, devoted to cleaning, feeding, and rounds of coconut soccer with the pachyderm. Maali responds more to him than anyone else in the Manila Zoo staff, and has even made a cameo in a one of the Chua family portraits. She also helped him become photographer for the 2005 ASEAN Games, after the head organizer of ASEAN recognized him as “the elephant guy.” Manila Zoo and Maali also served as the bridge to his advocacy work.

mother to Manila Zoo, and observed Po taking pictures with his point and shoot camera. Chua realized that the limits to communicating normally could be filled in by the pictures that he took. He asked for copies of Po’s photos, and had them printed, then exhibited and published in major dailies. Chua went on to organize entire groups of people with disabilities, pairing them up with photographers dedicated to their craft who wanted to make a difference. Photography With a Difference (PWD) was created. The collaboration culminated with an exhibit in SM malls, with pictures printed by Canon, to create awareness of persons with disabilities. Under PWD, more workshops followed around the country, including a “sense” tour of Manila Zoo for blind children where they used touch and smell to “see” animals. The movement has even reached Singapore, where locally based photographers organized their own workshop for children with disabilities.

“Dream Flight.” Children of varying ailments and disabilities, from cancer to blindness to autism and even cerebral palsy were given a chance to soar aboard a plane or helicopter. Chua and other photographers were there, cameras in hand. “It’s nice to capture them enjoying life, so they have something to remember when things get difficult,” Chua muses. All the while, he declares, “I don’t teach. I connect.”

last time they were all together: as children, playing in the streets right outside their shops. An emotional reconciliation followed, and they bravely took on the task of making the street more accessible to outsiders despite threats made by syndicates who controlled the peddlers. The rehabilitation was a success--the streets and sidewalks were repaved and outdoor photography events were organized on the street.

The R. Hidalgo clean-up It was his power to connect people that cleaned up R. Hidalgo, the street in Quiapo famous as the camera market, the place to go for hardcore photographer professionals and enthusiasts. The best selection and bargains for photographers were there, but hidden in the hustle and bustle of peddlers. Visitors risked snatchers and pickpockets as they snaked their way down the street.

Most are content with ideas and dreams. For Chua, it’s about making the dream come alive. It’s keeping a commitment by putting people and passions together. He plans to facilitate and organize more workshops, and another cross-country trip capturing the entire Philippines from north to south for three weeks, with a special child along for the ride.

A clean-up was long overdue. Chua did the unthinkable: he rounded all the camera vendors up in one room and forced them to talk. The vendors were known for frequent squabbling and bitter rivalry.

Then Chua took them to the skies. It started with Ian Po, an autistic child Chua met while shooting at Manila Bay. Chua invited Po and his

www.adobomagazine.com

Last October, with the help of the Philippine Air Force, they organized

May-June 2011

There was a long silence at the start of the meeting. The ice finally broke when one vendor remembered the

That won’t be the last we hear of John Chua, that’s for sure. “I’m not stopping,” Chua says. “I’m changing batteries.”

01 02 03

Oil Depot Nissan Navara River Nunali Center

LOCAL NEWS

KIDLAT AWARDS 2010

CREATIVE GUILD PHILIPPINES & KBP

KIDLAT AWARDS 2011

Inspiration hit the beach island of Boracay for the fourth time with the Philippine Creative Guild’s Kidlat Awards 2011. This year’s theme was “Sexy Again!” aiming to bring the sexy back to Philippine advertising. The annual awards were organized by the Philippine Creative Guild to honor the best Philippine ads of 2010. This year, talks have been added to the summit to enrich and inspire budding creative talents. The Kidlat Awards’ regional judges for this year were group executive creative director of Leo Burnett Group Singapore, Chris Chiu; head of art at Ogilvy & Mather Singapore, Eric Yeo; and executive creative director of Creative Juice, Thirasak Tanapatanakul. Sexy is a state of mind, as testified to by Kidlat Award’s selection of speakers for this year. The first day had the chairman and CEO of BBDO Asia, Chris Thomas talking about integration and how to sell great ideas. Philippine marketing manager of Nike, Mae Dichupa, about Nike’s brand story; Belo Medical group founder and cosmetic surgeon to the stars, Vicky Belo gave beauty tips and the Philippine concept of beauty; while Love Radio’s Willie Espinosa and Magic 89.9’s Carlo Jose Vilo talked about how radio is still very much relevant and sexy. The following day, Ogilvy and Mather Philippines’ head of planning, Jeremie Sy, got into the beforeand-after pictures of sexy brands such as Mac and Old Spice; then Carlos Celdran shared his passion for uplifting Manila through his walking tours and the story behind his activism for the Reproductive Health bill. Thirasak gave a talk of his own, to

Alodia Gosiengfiao in her signature Haruhi Suzumiya costume at the Kidlat Awards

share his family project, the Burg-Barn-Buri or “Village of Joy” to help contribute to a better world through sustainable living. Finally, the cosplay goddess and poster girl for this year’s Kidlat, Alodia Gosiengfiao gave a talk about character creation and the attraction to cosplay. The festival was also the venue for Young Kidlat competition, where young

creatives were challenged to fulfill a brief within 20 hours. This year had the biggest batch of Young Kidlat competitors so far, with 26 teams competing for the chance to represent the country in Young Lions competition in Cannes this June. The brief for this year’s Young Kidlat was “Convince the Catholic Church to support the RH Bill. Whatever it takes.” Celdran himself caught the

May-June 2011

tail end of the brief and accepted the guild’s invite to be a juror for young Kidlat. The delegates of Kidlat worked hard, and played even harder as the sun set on the last day of the awards festival.

www.adobomagazine.com

2011 KIDLAT AWARDS

TOP KIDLAT WINNERS

BBDO Guerrero and Leo Burnett Manila top Kidlat Awards 2011

Thirasak Tanapatanakul awards BBDO Guerrero/ Proximity Philippines

The winning Leo Burnett Manila team, headed by Raoul Panes

It all came to a close one hot Boracay night as gold and silver lightning bolts were given out to the best Philippine ads of the past year at the Boracay Regency ballroom. Alodia Gosiengfiao, in a sexy black bustier, hosted the award presentation. Raoul Panes officially turned over duties to the new Creative Guild Board, headed by its new president, Manny Del Rosario of Rocket Science as president. “Now the apocalypse has come,” remarked Del Rosario on his new appointment. Jury presidents group creative director of Leo Burnett Singapore, Chris Chiu, and Creative Juice ECD Thirasak Tanapatanakul gave out the category golds. Tanapatanakul commented that the jury made the standards higher this year, as if they were giving out Cannes Lions. A total of 107 medals were given out, of which nine were Gold, 26 Silver and 72 Bronze. Ace Saatchi & Saatchi and Leo Burnett Manila ruled in the technical categories. Leo Burnett also had the best showing in the Diwa category with the only two Golds for its work for WWF. Overall, Leo Burnett Manila received the most Golds, with five Golds for Diwa, Craft and Design. The agency bagged 19 medals in total, including 3 Silver and 10 Bronze awards. Work for WWF and

www.adobomagazine.com

Samurai were its strongest performers. BBDO Guerrero/Proximity Philippines lorded over the main category with thrice as many metals as its closest competitors in the main tally. The agency also produced the biggest combined haul at 31 awards, with three Gold, five Silver and 23 Bronze awards. The agency has the only Kidlat Golds in the main categories, with Gold in Digital for FedEx “Our Changing World,” which also won Gold in Craft, and “Bottle School” for Pepsi in Integrated. BBDO Guerrero rode high on its work for Anlene, Apple Box, FedEx, Pepsi and Saridon. TBWA\Santiago Mangada Puno got one Gold for its self-promotion “Xmas Cards” in Design, in addition to five Silver and six Bronze awards, 12 medals in total.

May-June 2011

TBWA \ SMP’s work for Boysen and Shangri-La did well, taking multiple Silvers and Bronzes. Ace Saatchi hauled in 20 in total, six Silver and 14 Bronze, boosted by its work for Safeguard and Toyota. DM9 JaymeSyfu had nine overall, of which three were Silver and six Bronze, for brands including MINI and Pharex. JWT Manila had two Silver and five Bronze, mainly for Kitkat and Kythe. Ogilvy & Mather received one Silver and two Bronze; Publicis got two Bronze. AMP/amon + maneze, McCann Worldgroup, Publicis JimenezBasic and Revolver brought home one Bronze each. The Creative Guild Lifetime Achievement Award was presented to Mario Monteagudo. The

retrospective of his work is proof of his invaluable contribution to the ad industry. Monteagudo is considered a “Super Mario” and is known for his cursing, chain smoking, and brilliant work for brands such as Volvo and Rustan’s. With golds and silvers in their hands, delegates hurried over to Guilly’s to party it up Bora-style. If this year was about “sexy again,” can next year be sexier still?

2011 KIDLAT AWARDS

KIDLAT GOLD WINNERS

DIGITAL WEBSITE Title: Changing World Advertiser: FedEx Agency: BBDO Guerrero

Chief Creative Officer: David Guerrero

Copywriter: David Guerrero, Simon Welsh, Pia Roxas Ocampo

Account Management: BBDO New York

Interactive Producer: Eric Green

Executive Creative Director: Simon Welsh, Brandie Tan

Interactive Director: Benjamin Mace

Creative Director: Pia Roxas Ocampo, Drew Ungvarsky

Flash Developer: Ricky Williams, Jeff Penano, Darius Pilapil

Associate Creative Director: Dale Lopez

Animator: Jason Levesque

Digital Producer: Doug Stivers

Design Production Josh Newton

Interactive Design & Development: Grow Interactive

AR Developer: Edvin Besic, Mikael Emtinger

Creative Director: Art Director: Brandie Tan, Dale Lopez, Joe Branton

Sound Production: DRASTIC

DIWA OUTDOOR Title: Dangerous Beneath Advertiser: WWF Philippines Agency: Leo Burnett Manila Creative Directors: Raoul Panes, Mike dela Cuesta, Sheila dela Cuesta Art Directors: Stephanie dela Cruz, Robert Perez Copywriters: Raoul Panes, Nej Villavert Therese Endriga Photographer: Jessie Pastor Digital Artist: Robert Perez Accounts: Bansky Fermin, Gela Pena Producers: Gello Jamias, Benjie Puno

May-June 2011

www.adobomagazine.com

2011 KIDLAT AWARDS

KIDLAT GOLD WINNERS

DIWA DIRECT Title: Fluorescent Candle Advertiser: WWF Philippines Agency: Leo Burnett Manila Executive Creative Director: Raoul Panes Creative Director: Alvin Tecson Copywriters: Raoul Panes, Alvin Tecson, Mela Advincula Art Director: Mela Advincula Account Managers: Sue Ann Nolido, Gela Pe単a Producer: Benjie Puno

Integrated DIRECT SALES AND PROMOTIONS Title: Pepsi Bottle School Advertiser: Pepsi Cola Agency: BBDO Guerrero / Proximity Philippines

www.adobomagazine.com

May-June 2011

KIDLAT GOLD WINNERS

2011 KIDLAT AWARDS

Executive Creative Director: Raoul Panes

CRAFT BEST ILLUSTRATION Title: Samurai “Night Watchman” Advertiser: Coca-Cola Export Corporation Agency: Leo Burnett Manila

Creative Director: Mike dela Cuesta, Sheila dela Cuesta, Dante Dizon Copywriter: Raoul Panes, Sheila dela Cuesta, Therese Endriga Art Director: Mike dela Cuesta, Mon Pineda, Angela Arches Agency Producer: Benjie Puno, Marissa Abayari

CRAFT BEST DIGITAL IMAGING Title: Shark Advertiser: WWF Philippines Agency: Leo Burnett Manila

DESIGN (SELF-PROMOTION) Title: Christmas card Advertiser: TBWA Agency: TBWA\ Santiago Mangada Puno

Creative Director: Raoul Panes, Mike dela Cuesta, Sheila dela Cuesta

Executive Creative Director: Melvin Mangada

Art Director: Mike Dela Cuesta, Robert Perez

Copywriter: Joey Tiempo, Marci Reyes

Copywriter: Raoul Panes, Sheila Dela Cuesta, Nonie Tobias-Azores

Art Director: Alfredo Silao III

Photographer: Jessie Pastor

Print Producer: John Ed De Vera

Digital Artist : Robert Perez

Final Artist: Romar Quiroz

Modelmaker: Johnny Alcazaren

Photographer: Anna Manlapas

Accounts: Bansky Fermin, Gela Pena Producers: Gello Jamias, Benjie Puno

May-June 2011

www.adobomagazine.com

2011 KIDLAT AWARDS

SEXYTALK AT KIDLAT

Sexytalk at Kidlat Captivating Integrating Campaigns Chris Thomas Chairman and CEO BBDO Asia “We’re moving from an age where it’s about earned media than paid media,” says Thomas. While sharing his own experience with close calls throughout the years, Thomas challenged creatives to start with a great brief, and to learn to sell great ideas to client. Find a culture, or shape a culture for creativity. Not just the department, but the management.”

Tanapatanakul started his talk with a bold statement, “We can’t deny that we as advertising has helped made the world worse.” Which was why, after his son threw a tantrum over not receiving the latest smart phone, Tanapatanakul went back to the simple life. He founded a village farm called BurgBarn-Buri (The Village of Joy), to have people reconsider their lifestyle, and hopes that it will make way for green living and life. “As a guy who can make something worse, I can make something better.”

Bringing Sexy Back to the Brand Jeremy Sy Head of Planning Ogilvy & Mather Philippines

Advertising Campaigns That Made the Brand Sexy Mae Dichupa Marketing Head Nike Philippines

In exploring the brand concept of sexy, Sy took us through the awkward adolescence of Apple and Old Spice, and the stand they took to make them the product consumers want. Apple dared people to think differently, while Old Spice positioned itself as the scent of a man. “Sexy knows what it stands for, and what it stands against.”

Dichupa talked about how Nike kept it real throughout the years with its ad campaigns, starting from its use of sports figures instead of models. How real is real? In the Manny Pacquiao “Give Us This Day” billboard, it was shot in Pacquiao’s actual gym. “These days consumers are so smart, they know when you’re faking it.”

www.adobomagazine.com

A MESSAGE FROM THIRASAK Thirasak Tanapatanakul Executive Creative Director Creative Juice Bangkok

May-June 2011

SEXYTALK AT KIDLAT

2011 KIDLAT AWARDS

Changing the Face of Filipina Beauty Vicky Belo Group Founder Belo Medical Group Vicky Belo gave beauty tips and insights into what Filipinos consider beautiful. While most of her clients ask for a nip and tuck here, and for pearl-white skin, she has observed that Philippine winners of international beauty pageants have tan skin and a nonprominent nose. “My dream is to make the Philippines beautiful one person at a time, because it’s what I can do,” she declares.

Our Sexy History Carlos Celdran Walking tours guide, and activist Attendees got a sneak-peek at Celdran’s walking tours of Manila, exemplified by the revitalized tourism of Ilocos and Bacolod. “Create itineraries for the experience. Make the experience available.” One idea for the Philippines to pull up its country branding: “I would put an ad person as head of the Department of Tourism.”

The Art of Attraction: Characters and Costumes Alodia Gosiengfiao Cosplay model and artist Alodia Gosiengfiao talks about how cosplay is an art in imitation as well as collaboration. “I never imagined a hobby like this would bring me to a place like this [Kidlat Awards]!” This is one craft that requires clothes to stay on, and Alodia shows some of her favorite costumes, such as Baroness of G.I. Joe, and Morrigan of Darkstalkers. “Cosplay is like an artform. It’s like the chop suey of art.”

Radio Seduction Without Talking Dirty Willie Espinosa Carlo Jose Vilo KBP Radio is very much alive and relevant, especially in the Philippines. Vilo talked about voice and radio scripting techniques to catch a listener’s ear, and Espinosa gave the lowdown on popular station riffs. “People are still curious about radio – not only the consumers, but also the advertisers,” says Espinosa.

May-June 2011

www.adobomagazine.com

2011 KIDLAT AWARDS

CREATIVE GUILD NEW OFFICERS / YOUNG KIDLAT WINNERS

CREATIVE GUILD PHILIPPINES NEW OFFICERS L-R: Lowe’s Leigh Reyes, director for Communications; Publicis JimenezBasic’s Lawin Bulatao, vice president; DDB’s Joey Ong, director for Young Creative; Rocket Science’s Manny del Rosario, president; BBDO’s Brandie Tan, Y&R’s Jay Santiago, director for Industry; Leo Burnett’s Alvin Tecson, competition director; TBWA\ SMP’s Bryan Siy

Young Kidlat Strikes The Young Kidlat delegates had a tough brief on their hands, “Convince the Catholic Church to support the RH (Reproductive Health) Bill. Whatever it takes.” The 26 teams had 48 hours to put together a campaign that fulfills the brief, and the winning team gets sent to represent the Philippines in Cannes for the Young Creatives competition. The Reproductive Health Bill guarantees access to information and methods on birth control and maternal care. The bill is a hotbutton topic in the Philippines, where it is strongly opposed by the conservative Catholic Church. Celdran, who was invited as a speaker at this year’s Kidlat awards, is also the face of the movement after an iconic protest when he dressed up

www.adobomagazine.com

as Jose Rizal, the Philippine National Artist, and held up a sign “Damaso”, referring to a character in Rizal’s novel that is associated with the abuses of the Catholic Church. Celdran also agreed to be one of the jurors for the Young Kidlat awards.

place, and Kyle William Gozo and Michael Luchico of Publicis Manila in third place.

“The problem-solving capacity that I was able to see here is actually amazing,” he said after the jury process. Celdran was so impressed, in fact, that he had his personal “Damaso’s Pick” of the teams, which was given to the Ace Saatchi & Saatchi Young Kidlat team, Gelo Lico and Paolo Agulto. The winning Young Kidlat teams were Jeff Thomas and Ramon Alfonso of Publicis JimenezBasic in first place, Lora Velinda Aniag and Carlo Cruz of Euro RCSG in second

May-June 2011

Singapore in September. Thomas and Alfonso’s “Cry Baby” campaign addressed the issue of overpopulation and proper child care. Thomas and Alfonso proposed that crying babies be planted around the church during mass, while poor, large families request the Catholic Bishops Conference of the Philippines (CBCP) to help with their food and medical bills. After all, “Mother superior does not mean superior mother. Father does not mean superior Father.”

Thomas and Alfonso will be sent to Cannes for the Young Creatives, while Aniag and Cruz will be sent to the Young Spikes Competition in

01 Jeff Thomas and Ramon Alfonso of Publicis JimenezBasic

COLLAGE

2011 KIDLAT AWARDS

Alodia with Tonypet Sarmiento of Ace Saatchi & Saatchi Manila

A Leo Burnett win

adobo Football Cup w/ special participation of Leo Burnett Singporeâ&#x20AC;&#x2122;s Chris Chiu

Carlos Celdran w/ the bowler cup.

Andrew Petch and Joey Ong

06 Chris Thomas at his talk on integration 07

Ad people party it up

Tony Harris of BBDO /Proximity with Matt Seddon of Ace Saatchi

Joe Dy of BBDO with Lawin Bulatao of PJB

Alodia and Kidlat award auditors

Finalists exhibit

May-June 2011

www.adobomagazine.com

LOCAL NEWS

www.adobomagazine.com

KIDLAT AWARDS 2010

May-June 2011

KIDLAT AWARDS 2010

May-June 2011

LOCAL NEWS

www.adobomagazine.com

GADGET REVIEW

SAMSUNG NOTEBOOK SERIES 9

Revolutionizing the PC market Words: Yvonne Kiunisala

Ever been in a cafĂŠ, an airport terminal or even just an off-site meeting with prospective clients and felt too embarrassed to whip out your big, clunky PC, especially if there was a Mac head beside you? Well, where many have tried and failed, Samsung finally proves that it is possible for PC makers to build an incredibly thin, lust-worthy looking laptop without sacrificing on performance. The Samsung Notebook Series 9 is the thinnest, lightest and brightest laptop out there. It is inevitable therefore that the Samsung Series 9 invites comparisons to the MacBook Air. The MacBook Air is considered by many to be the Holy Grail when it comes to ultrathin laptops and to Samsungâ&#x20AC;&#x2122;s credit, many reviews have stated that the Samsung Series 9 is the only laptop out there that can hold a candle to the MacBook Air. The comparisons may not always be welcome but

www.adobomagazine.com

May-June 2011

SAMSUNG NOTEBOOK SERIES 9

GADGET REVIEW

respective collections. The launch gathered the metro’s most stylish people and coincided with a rollout in print, online and out-of-home. Living up to the philosophy of design being a lifestyle, Samsung followed up their launch with a BTL activation that had them working hand in hand with three of the top home design publications: Metro Home, Real Living and My Home. Taking inspiration once again from the thinnest, lightest and brightest, these purveyors of interior design put together a showcase that demonstrated how the laptop looks right at home in a luxurious surrounding. Going forward consumers can expect more experiential displays from Samsung at premium malls or other places where stylistas congregate.

As one of the leading tech companies in the world, Samsung’s marketing plans for the Series 9 naturally has social media playing a major role. Samsung is working with key tech, lifestyle and fashion bloggers as well as man-on-the-street bloggers to push buzz and product awareness.

Its Facebook fan page is currently hosting an online promo called the “Samsung Series 9, Sexy Street Style”. Basically the promo invites consumers to take a sexy picture of themselves, explain what sexy means to them, post it on the fan page and invite their friends to “Like” their entry. Winners get a Samsung Series 9 laptop or an outfit designed by Rajo Laurel, Rhett Eala, or Randy Ortiz. Not the most inventive of promotions but judging from the number of entries the promo has generated so far, it is definitely helping to create buzz.

Samsung Notebook Series 9

Rhett Eala collection

An evening gown by Randy Ortiz

Series 9 commercial featuring Korean football star Lee Chung-Yong

Apple was recently named the “Most Valuable Global Brand” by a BrandZ study, so Samsung could do much worse than to be favorably compared to Apple. Though the comparisons to the MacBook Air come as no surprise, it will surprise many to know that Samsung is not targeting the MacBook Air user. As Chiqui Tan, Head of Corporate Marketing at Samsung Philippines explains, “We are targeting a different market altogether. There are consumers out there who would like to stick to their current PC platform and now Samsung is offering them an equally premium, hardworking, and stylish option with the launch of the Series 9.”

Though the Series 9 laptop is light in weight, it is hefty in price, unapologetically so. One review of the Series 9 called it “a thing of beauty” and Samsung is relying on both the product’s lust factor and performance to warrant the premium asking price. Clearly this is not the laptop for the everyman. Signaling just how different the Series 9 is from all the other PCs out there, its Manila launch featured a fashion spectacle at the Manila Peninsula. Randy Ortiz, Rajo Laurel and Rhett Eala, three leading names in the fashion industry, took inspiration from the “thinnest, lightest and brightest” and interpreted those aspects of the Series 9 into their

May-June 2011

However, due possibly to the high number of people trying to submit entries or to the large size of some files, there were a number of complaints around failed attempts to post entries. Although Samsung responded immediately, the slight hitch does give the consumer a less than perfect experience. It would bode well for other brands thinking of activating similar promotions to consider the glitches that working with Facebook oftentimes involves. The Series 9 was launched in March with the aim of redefining the way people look at notebook PCs. Tech experts say that Samsung does in fact have the product to back this up but of course the sales and marketing efforts of a brand can spell the success or failure of even the greatest product out there. Samsung is happy with the results so far but time will tell if the Series 9 truly revolutionizes the PC market.

www.adobomagazine.com

CREATIVE REVIEW

JOJI JACOB, EXECUTIVE CREATIVE DIRECTOR, DDB SINGAPORE

Joji Jacob Executive Creative Director DDB Singapore

As the Executive Creative Director of DDB and RAPP Singapore, Joji Jacob runs the country’s largest creative department. Since he took over the creative helm in late 2009, the agency has gone on to become Singapore’s most awarded at every award show worth its name, including Cannes. Joji has made digital an integral part of what the agency does. In 2010, DDB won more awards in digital award categories than most other ‘digital’ agencies in Singapore. DDB also dominated the EFFIES with a gold, three silvers and five bronzes. The agency was voted Agency of the Year at both the Creative Circle Awards and the Hall of Fame Awards.

Nobody ever put up a statue to a critic, and rightly so. Without the benefit of any knowledge of the background, the brief, the brilliant first ideas that died at the hands of creative directors, planners and clients, the budget and all the banal details that must follow every piece of work, I approach this task with trepidation. But then the people who these ads are targeted to must see them much like I do. So here goes:

Joji was named Singapore’s most influential Creative Director in 2010. Most recently, DDB was the most awarded Singapore agency with two gold, eight silver and two bronze awards and Best of Show in Press at ADFEST 2011.

www.adobomagazine.com

May-June 2011

JOJI JACOB, EXECUTIVE CREATIVE DIRECTOR, DDB SINGAPORE

CREATIVE REVIEW

I found these ads riveting. But then I find freak shows riveting too. I’m sure the planners claimed it was a great insight – bars are for clothes, not utensils. But the work is still bizarre. And I don’t buy things from bizarre people. Procter & Gamble, Philippines Joy “Fishballs”, “Tricycle”, “Overpass” Campaigns & Grey

May-June 2011

www.adobomagazine.com

CREATIVE REVIEW

JOJI JACOB, EXECUTIVE CREATIVE DIRECTOR, DDB SINGAPORE

I have a weakness for anything that appropriates popular culture. But I did cringe a little when I saw all the slapping going on. God knows there’s enough violence on the tube without our adding to it, but I’ll probably remember this ad the next time I’m thinking pizza. I’ll buy. Greenwich Pizza Corporation “Sampalan”, “White Lady” Publicis JimenezBasic

A newspaper that looks for the good in the bad? Strategy – 1. Creative execution – 0. But I’m buying. Manila Bulletin “Market”, “Faith”, “Life” Publicis JimenezBasic

www.adobomagazine.com

May-June 2011

CREATIVE REVIEW

JOJI JACOB, EXECUTIVE CREATIVE DIRECTOR, DDB SINGAPORE

It’s clear, simple and relevant. I like the art direction a lot. I do think the ad with the chef would have been better if he was digging his nose instead of spitting into the wok, but that’s just me. I’ll buy. PLDT Watcher Surveillance Cameras Watcher “Chef”, “Cashier”, “Cleaner” Ace Saatchi & Saatchi

I think this ad is a left hook that doesn’t quite connect. But the organization must bring hope to a lot of young people. I’m buying, in spite of the ad. Amateur Boxing Association of the Philippines “Suntok Ginto” TVC J. Romero Advertising

May-June 2011

www.adobomagazine.com

BOOK REVIEW

SPEND SHIFT BY JOHN GERZEMA AND MICHAEL D’ ANTONIO

Spend Shift

by John Gerzema and Michael D’ Antonio

Words: Jed Marcaida

Despite the notion that that the US is arguably the most consumerdriven market in the world, there is now a trend developing that shows that mindless consumption is ending. themselves either secure, or outof-work, or infused with ideas and entrepreneurial spirit are able to make small changes in their cities. It’s these changes that the authors are banking on to gain traction and change how business is done from hereon out.

America has been battered from the worst economic downturn since the Great Depression. A lot of big companies closed shop, thousands lost their jobs, with people no longer able to pay their mortgages. It definitely sounds like an economic doomsday scenario and a recipe for social unrest. Yet there’s growing evidence that something good is coming out from all these tribulations. At first glance this will look as your regular business book, but with a decidedly positive feel. You will be pleasantly surprised. A lot of books have come out recently describing how people make decisions and how often they behave irrationally. When faced with problems people will try to point out who is to blame, what went wrong, etc. The thing I like about Spend

www.adobomagazine.com

Shift is that it also discussed things normally left out by these books specifically the question on culture and environment. The authors, John Gerzema and Pulitzer prize-winner Michael D’ Antonio went to various U.S. cities like Boston, Tampa, Detroit, Dallas, Brooklyn and Las Vegas, as well as a few others, to document the upbeat, though not unrealistic, forays into recovery from financial disaster. Using exclusive data from marketing agency Young & Rubicam, there is evidence that shows that people across America are returning to ageold values such as self-reliance, faith and thrift to redefine the good life. Each chapter showcases ways in which people who are

May-June 2011

Despite the notion that that the US is arguably the most consumer-driven market in the world, there is now a trend developing that shows that mindless consumption is ending. With all the problems brought about by massive unemployment and debt, the Americans have started to adjust to the post-crisis world a little bit wiser and stronger. It’s evidenced by the rise of tools such as the “Good Guide” which helped shed light on the practices of companies that we buy from. This shift in attitude has the consumer influencing a lot of companies to make the world a little bit better with each product purchase. It shows that companies can adapt and thrive by harnessing new technologies and old-fashioned “Customer First” practices. This would make them feel better about their impact on the communities they serve.

Filipinos can learn from this and start becoming more aware on the products we buy. We should ask the question, is the company I’m buying for doing his share to make our country a better place? By becoming more knowledgeable we force the corporate giants to do their share in serving the country they are profiting from. We should also see that at the end of the day, there is still no substitute to hardwork, perseverance and being thrifty in order to be prepared for rainy days. With poverty prevalent most Filipinos would gladly take a short-cut. We are a bit lucky that the financial crisis didn’t affect us much but that doesn’t prevent us from learning from others.

JED MARCAIDA is the Digital Marketing Director of Entertainment Gateway Group, a wholly owned subsidiary of Globe Telecoms. He created the First Mobile Discount Club exclusive to women in the Philippines.

BANG FOR THE BUCK

K’S JAPAN’S “SMASH”, TBWA\ HAKUHODO

BANG FOR THE BUCK Case Studies of Effective Creativity

K’s JAPAN’s “SMASH” by TBWA\ HAKUHODO

The brand SMASH

movie, flyers, posters, launch event and experience event.

The challenge To make K’s JAPAN, a small guitar company, famous as a cool rock guitar brand. Without a big name to back it up and with rock music losing its prominence because of the popularity of other musical genres, K’s JAPAN had to expand its market beyond hardcore rock fans.

The results TV, websites, magazines and radio picked up SMASH as news, generating $3-M worth of publicity with zero media budget. People played SMASH in the media and live shows. MTV even did a one-week program on the event.

The strategy Create an extreme product to create excitement and to engage new audiences with K’s JAPAN. The idea SMASH, the guitar made to be destroyed, was born. Embodying the rock spirit “Destroy to Create!”, SMASH is meant to attract not only rock fans but also people wanting to break through the stress of recession. The execution SMASH was made available to the public for only $50. Recyclable and designed to be played like a normal guitar, it had broad appeal. The agency advertised SMASH with a viral

The guitar was the top item in the “Things I Want Ranking” in MONO, the shopping magazine with the biggest circulation; was the number one topic in mixi, Japan biggest social networking site; and was the top-selling product in Amazon’s new instrument category. K’s JAPAN became the number one search keyword in goo, one of Japan’s biggest search engines, and its sales went up 400% versus the previous year. Lastly, Marty Friedman, ex-MEGADETH band member, commented on SMASH as an ideal rock guitar--possibly the best affirmation of a brand’s rock cred.

AWARDS: AWARDS AD STARS 2010 Corporate/Institution/Industry Bronze ADFEST 2011 Grande Innova Lotus ADFEST 2011 Direct Lotus Gold ADFEST 2011 Direct Lotus Silver ADFEST 2011 Direct Lotus Bronze ADFEST 2011 Promo Lotus Bronze Cannes Lions 2010 Direct Lions Gold Cannes Lions 2010 Direct Lions Silver Spikes Asia 2010 Media Gold Spikes Asia 2010 Direct & Sales Promotion Silver

CREDITS Advertiser: K’s Japan Agency: Hakuhodo Inc. Creative Director: Jin Saito Art Director: Kentaro Harano Copywriter: Hidenori Sakai Creative Producer: Shoko Akutagawa Production Company:Hakuhodo Products Producer: Hirofumi Nobuta Director: Tomoyuki Hakamata, Manabu Terao, Takuya Sasaya Creative Producer: Shoko Akutagawa Web ANSWR, Hiroshi Ichinose, Reiko Owada Event Production: TYO Production iPhone Application Producer: Hiroaki Kawakami, Monstar Lab

May-June 2011

www.adobomagazine.com

MEDIA NEWS

Mediascape DZMM is Mega Manila's No. 1 AM radio station in 2010 DZMM Radyo Patrol Sais Trenta was the overall No. 1 AM radio station in Mega Manila last year. Based on the Nielsen Radio Audience Measurement (RAM), DZMM got an average audience share of 28% from January 2010 to December 2010 to top all AM radio stations in Mega Manila. The station was ahead of its nearest competitor DZBB, which managed an average share of 21%, followed by DZRH with 19%. TV5 ad spots on the rise TV5 is proving itself a strong contender for advertisers with its reported increase in ad minutes—a 200% rise early this year. Coming from 5th place among free TV channels in the Philippines last year, TV5 is now in 3rd place,enjoying 7% of total ad minutes in January 2011, from 2.7% in 2010. Advertiser confidence has increased with the growing viewership base of TV5, proven by rise in audience shares of many of its programs. From 1,048 total ads (accounting for 484 minutes) in January 2010, TV5 ad spots almost quadrupled to 4,039 (1,372 total minutes) in January 2011. ETC moves to free TV Solar Entertainment Network brings ETC to a new home on terrestrial TV. On March 2, ETC moved to its new free television, nationwide platform on RPN-9 powered by a brand new 60 kilowatt Harris transmitter in Mega Manila. While transferring from cable to free television, the network remains focused on its target demographic of young, female, ABC viewership and positioning. Its popular line-up of series and shows will continue to grow with each new television season. Launched in 2004, the youth-centered channel brings Hollywood to the Philippine audience with in-demand dramas, reality shows, comedy sitcoms and talk shows.

www.adobomagazine.com

OMD STILL ON TOP / STAR WORLD RECORD RATINGS

OMD still on top of RECMA report all of Europe and Asia-Pacific. This follows OMD’s recent achievement in Asia Pacific where the agency was awarded 9/10 for the 4th consecutive year in the Campaign Asia Agency Report Card – the only agency to achieve this. “In addition to our strength in established markets, we have tremendous momentum in regions like China, India and Russia – markets that represent the biggest growth opportunities for our clients,” says OMD worldwide CEO Mainardo de Nardis. 01

The latest edition of the Research Company Evaluating the Media Agency Industry (RECMA) Network Diagnostics Consolidated Evaluation shows Omnicom Media Group’s OMD continuing its run as the No.1 ranked global media network, marking the second time that OMD has topped the report. In the report, OMD emerged as the No. 1 ranked global network, earning scores of Dominant in six markets, and showing strong profiles across

Concurrent with its consecutive showings at the top of Network Diagnostics rankings, OMD also holds the top slot on the latest RECMA Global Billings Report, which as of September 2010 ranks OMD as the largest media agency in the world, with a 10.9% share of global media investments. Additionally, OMD is the most balanced global network, with market shares by region going from a minimum of 8.5% up to 13.6%. 01

Mainardo de Nardis

Record ratings for STAR World in SE-Asia STAR World broke records in February as ratings sky-rocketed across Southeast Asia, thanks to first-run programming of hit shows like American Idol Season 10, Glee Season 2 and Junior MasterChef since January this year. The latest ratings of STAR World further consolidate STAR World’s position as the number one English language general entertainment international channel in Asia. STAR World’s monthly ratings for Singapore, Hong Kong and Malaysia have achieved multiyear highs in all of these markets. “STAR World’s outstanding performance is a reflection of its general entertainment leadership —a trendsetter that continually breaks new ground with fresh, new line-ups and exciting content that meets viewers’ demands,” said Joon Lee, senior vice-president, content and communication, FOX

May-June 2011

International Channels. “We are pleased with our record ratings across markets in Southeast Asia and are happy to see the numbers growing with consistency. These have been a direct result of our strong programming and packaging.” The ratings growth has been remarkable since November 2010, when STAR World re-branded as a premium international channel. “It is important to note that a substantial portion of STAR World’s ratings growth has taken place over the past few months, clearly linking it to the channel’s new packaging and programming line-up,” said Lee. “FOX International Channels provides a strong platform with multiple channels designed to increase viewership and loyalty, thus creating opportunities for our affiliates and advertisers to more effectively reach their audiences.”

MEDIA NEWS

PHILIPPINES WINS 5 METALS AT NYF / ABS-CBN ANNOUNCES 5 FREE-TO-AIR DIGITAL TV CHANNELS

The Philippines wins five metals at the New York Festivals TV & Film Awards ABS-CBN and GMA split five awards between them at the New York Festivals International Television & Film Awards 2011 at the NAB Show in Las Vegas on April 12.

The New York Festivals, now on its 54th year, honors the “World’s Best Television & Films” in news, sports, documentary, information and entertainment program as well as in music videos, infomercials, promotion spots, openings and ID’s.

ABS-CBN converted two of the three Storyline finalist entries into metals, winning Silver in Biography/Profiles and Bronze in Community Portraits, both under the Documentary/ Information Program category. While ABS-CBN won two awards for its eight finalists, GMA had a better batting average with three wins from four shortlisted entries. “Biyaheng Totoo” (Real Journey) won a Silver award in the Special Report in News: Reports/ Features, and Bronzes for “Lupang Hinirang” (The Philippine National Anthem) in Music Video, and for I-Witness: “Paraisong Uhaw” (A Parched Land) in Social Issues/Current Events under the Documentary/Information Program heading.

“Biyaheng Totoo”

“Lupang Hinirang”

Storyline director Paolo Villaluna

ABS-CBN announces five free-to-air Digital TV channels

ABS-CBN announced that it is ready to launch five new premium channels on free-to-air T.V. via Digital Television (DTV), which uses digital signals for broadcast. The channels include two channels for kids, a youth channel, a channel for dads and a channel for moms. DTV occupies lesser space in the frequency so that a single T.V. station can broadcast on more than one channel, giving viewers more program

options. It also produces better picture and sound compared to the prevailing analog system, close to watching a movie on DVD.

channels broadcasting in digital. By the time ABS-CBN DTV is launched, this list will include Channel 2, Studio 23, GEM TV and NBN.

According to Miguel Mercado, ABS-CBN DTV head of marketing, viewers need not wait long because ABS-CBN is ready to launch DTV operations within the year. He said the company is just waiting for the final go-signal from the National Telecommunications Commission (NTC).

ABS-CBN expects other broadcasters to follow suit since the NTC has directed the local television industry to make a complete transition to digital by 2015. NTC’s mandate will certainly benefit the general public as it puts the Philippines at par with the international standard. DTV is the system followed in the U.S., Japan, Australia, South Korea and most of Europe.

“With Philippine broadcasting companies going digital, the viewing public will be able to enjoy digital quality viewing in any T.V. as DTV addresses the issues of poor reception, grainy pictures and choppy audio,” says Mercado. DTV requires a Digibox, which will be available for purchase soon, connected to the television. Viewers will be able to enjoy the five new channels for free, in addition to all existing

May-June 2011

ABS-CBN has been preparing for the switchover since 2007. Recently, the network conducted DTV trials in more than 1,000 households all over the Philippines, receiving very postitive responses. 01

Ahwel Paz, Atty. Regie Jularbal Miguel Mercado, Winnie Cordero

www.adobomagazine.com

MEDIA NEWS

TAMBULI AWARDS 2011 / MANILA BULLETIN’S THANKSGIVING PARTY

Tambuli Awards 2011 To further the practice of profitable Intergrated Marketing Communications (IMC) through the analysis and measurement of corporate brand investments and returns, and to promote social values through IMC are the two main objectives of the University of Asia and the Pacific (UA&P) in organizing the Tambuli Awards – the first and only award since 2005 that recognizes both the business and societal values of marketing communications programs. The tambuli (horn) symbolizes authentic effectiveness because of its ability to clearly transmit sound to distant places. It stands for marketing communicators who create and deliver messages focused on results that build longlasting value for their organization, markets and stakeholders, and for the good of society.

Thailand, Vietnam, and India. Among the clients and agencies participating are Dentsu Malaysia, Lowe & Partners Malaysia, JWT Thailand, United Pharma Vietnam Inc., and Kraft India Limited. Spearheaded by Javier Jose Calero, chairman of Tambuli Awards Advisory Board and Board of Judges, the awards will be judged by industry leaders and distinguished practitioners. Tambuli will also launch a new top award, the UA&P Tambuli Chief Marketing Officer of the Year. Other top awards are: Effectiveness Agency of the Year, Effectiveness Advertiser of the Year, and the Carmencita Esteban Platinum Award. The Awards Night will be staged on June 9 at the UA&P Li Seng Giap Auditorium in Pasig City.

This year, the Tambuli Awards 2011 5th IMC Effectiveness Awards goes regional with 141 case studies including entries from Malaysia,

Rockeoke leads to Mini at Manila Bulletin’s Thanksgiving Party A highlight of the event were the live “Rockeoke” British pop/rock performances from Maxus, Globe, Starcom, CEU, Maverick, Zenith Optimedia, Corplan and Digitel- Sun Cellular. When the smoke cleared, the sexy trio from the Digitel- Sun Cellular group took home the grand prize of P50,000 for their engaging version of Queen’s iconic rock ballad, “Bohemian Rhapsody”. Not to be outdone, the Manila Bulletin’s Display advertising account executives also rocked the evening with their own special medley.

It was an evening of British rock, 111 raffle prizes (echoing the 111th anniversary of MB) and the once-in-a lifetime chance to win the

evening’s grand object of desire: a brand new Mini Cooper S from British United Automobiles.  “The Manila Bulletin’s party was organized in gratitude for the support of the agencies and clients through the years, as well as to mark the 111th year of the iconic broadsheet newspaper,” EVP Paciencia Pinda explained to the highly animated audience.

www.adobomagazine.com

May-June 2011

More than 800 guests packed the A.Venue in Makati City for the Manila Bulletin Thanksgiving Party held recently for the broadsheet’s advertisers and their ad agencies.

Cheryl Solis, a marketing officer from DigitelSun Cellular won the grand prize – the powerpacked Sparkling Silver Mini Cooper S.  While the event was certainly an evening of good cheer and stellar group musical performances, the evening was also the Manila Bulletin’s way of saying a heartfelt thank you to its valued clients and their agencies.

GMA NETWORK’S ATTY. FELIPE GOZON

MEDIA NEWS

Atty. Felipe Gozon on the rise of the GMA Network Words: Abby Yao

My immediate plan then was to make the company rise to the top position... points against ABS-CBN’s 32 points in AGB Nielsen’s National Urban Television Audience Measurement (NUTAM).

From the time he started practicing law in 1965, GMA Network, Inc. president and chief executive officer Atty. Felipe Gozon took 15 years to establish his own law practice, now known as Belo Gozon Parel Asuncion & Lucila. He never thought he would find himself in the broadcasting industry until his law practice brought him into the business.

to him by the Stewarts and also to look after the company’s finances. Eventually Gozon, Jimenez and Gilberto “Bibit” Duavit split the ownership of the company and in October 2000, Gozon assumed the top position as president and CEO of GMA.

“During the early 70’s, I became the corporate counsel of Channel 7 owned by Bob Stewart (of Uncle Bob fame) and his wife, Loreto,” narrates Gozon. As the company needed funds then, the Stewarts offered Gozon their shares. “I did not have enough money at the time, and personally, I felt then that the station had no future,” he confesses.

“My immediate plan then was to make the company rise to the top position, from merely being a distant second since the Martial Law days,” says Gozon. 11 years ago, with few talents, a P1.9-B loan to pay off, inadequate facilities, and total day ratings of only a third of ABS-CBN’s, this seemed a quixotic undertaking. But in just two years, GMA overtook ABS-CBN in net income and in ratings in Mega Manila in the AGB Nielsen Philippines ratings.

Despite this, he asked his brotherin-law Menardo Jimenez, an accountant, to buy a bigger portion of the block shares being offered

GMA 7 ended 2010 with revenues of P14.29-B, half a billion higher than the previous year. The network closed February 2011 with 34.2

Atty. Gozon however does not take this as a sign to be lax, as TV5 is spending P7-B in capital expenditure for broadcast transmission, network and operations, inclusive of new studios and offices, backed by PLDT’s Manny Pangilinan. Gozon admits that he did not expect TV5 as much, but from experience, he believes that success is not a matter of capital. In addition, long-time rival ABS-CBN remains a force to reckon with and Gozon expects ABS-CBN to re-double its efforts to re-capture the nationwide lead. Although GMA is investing in new technologies, improving the network’s reach and signal remains top priority. Projects in the key cities are due for completion and GMA now has its sights set on expanding coverage to rural areas. On approaching advertisers, Atty. Gozon thinks that the strategy has not changed. Improving program ratings is still the best way to entice advertisers to shell out their media budgets.

popular as the perennial favorites, talent and game shows. However, the network has renewed its focus on news, evidenced by the launch of GMA News TV in February. Atty. Gozon makes it clear that the network has not closed its doors to the Kapisanan ng mga Brodkaster ng Pilipinas (KBP), the association of broadcasters, which the network famously left in 2003. GMA will return to KBP when the association stops concentrating on regulatory functions that are also performed by other government agencies such as Movie and Television Review Classification Board (MTRCB) and National Telecommunications Commission (NTC), and instead turn its gaze on matters that will move the members forward, the way trade organizations operate. He maintains an open working relationship with his daughter Annette, his consultant in programming, who has been quoted as saying that her father is strict. Perhaps his being strict is a trait he picked up from his mother, now 97, a disciplinarian who he considers his mentor. “I am a very results-oriented boss,” he says. And from the current state of the network, it shows.

As GMA’s strength lies in hybrid drama and fantasy T.V. programs, Gozon feels that the genre is now as

May-June 2011

www.adobomagazine.com

LOCAL NEWS

KIDLAT AWARDS 2010

THE WORK 2010 ORDER YOUR COPY NOW Available at a special Adobo Books price of Php 3,500 For orders or inquiries, call 845 0218 (Evelyn) or e-mail adobo books at sales@adobomagazine.com www.adobomagazine.com

May-June 2011

KIDLAT AWARDS 2010

May-June 2011

LOCAL NEWS

www.adobomagazine.com

MEDIA FEATURE

TRANSIT ADVERTISING

Transit Advertising: pushing the boundaries of static media Words: Camille Tambong

You see them almost everywhere. Whether you’re on a bus, or driving in your car or waiting for the next train in a nearby station, transit advertisements are not hard to miss. As advertisement strategies move forward, transit media won’t dare to get left behind.

www.adobomagazine.com

May-June 2011

Expanding popularity “Transit advertising started with stickers and leaflets that you stick on to moving vehicles,” says Ed Acosta, President of Outdoor Advertising Association of the Philippines (OAAP). Traditionally, transit advertising is limited only to featured advertisements on public vehicles like buses and trams but as time advances, its kind has significantly extended to various subcategories like dedicated cars, vans or trucks. “There are even humans who are now walking around with a back pack. Anything that is moving, anything that is on wheels is transit advertising,” Acosta added.

Transit advertising is the placement of advertisements on buses, trucks, trains, taxis and other vehicles and also on bus shelters and even in train stations. Such an ideal strategy for marketing as it can be seen by any people, anywhere, from all walks of life.

Having the advantage of a more flexible mobile signage, this kind of outdoor advertising has been used in many urban areas because of the many people living in it. This means that the exposure of the brand to pedestrians and on-road traffic is tremendous.

Years ago, the traditional advertising pool has dominated the global marketing industry. But the quest for discovering a very cost-efficient tool which can give greater impact, more effective brand recall and immense visibility market has led to the birth of transit advertising.

“This is how and why transit advertising is taking out so well: the whole trend of the people has changed dramatically,” Go Transit Chairman Robert Henry revealed, “people are in the market place longer than they’ve ever been before. And the national advertisers realize

TRANSIT ADVERTISING

this more and have picked up that trend and said ‘okay if we wanted to build awareness in the market place, we can do it with transit advertising.’”

budget.” Also, if used strategically, transit media can be a powerful medium for advertisers since it can further boost the impact of a static billboard.

Full media control Transit media also has the advantage of having the flexibility of your ad size and location. Say, putting on an advertisement on a newspaper could cost you quite a large budget but if you are only targeting a certain town or city then such exposition is a waste of money. “If you have a definite area and you have a target market, transit advertising is the perfect tool,” says Acosta.

But advertisers who seek a bigger influence may try to blend transit advertising with the television medium. “One of the big things for transit advertising that has been utilized oversees and globally is the combination of television and transit and it is the most powerful media mix,” Henry said, “like it’s hitting the TV and then a follow-up message just keeps coming through as well as on the bus so you get a saturation across all section of the market demographics on a very short time. It’s reinforced by the bus so it’s working really well.”

“You can select the route or the area where you are going to have your campaign,” adds Acosta, “and you can come up with a number of vehicles or transit advertisings that you will release in a particular area or region, depending on your

Wrapping it up The most popular form of transit media is bus wrapping or typically covering an exterior portion or the entire bus itself with the theme of a brand or a product. These kinds of ads are very colorful, have large formats and they demand attention from everybody that the bus passes by. If you don’t want to wrap an entire bus, you may choose the rear of the transit vehicle or either of the two sides which are the largest portions of the bus. Interior cards, on the other hand, are smaller and can only be seen by the bus riders as

MEDIA FEATURE

they line the tops of a bus window and has a sign located behind the bus driver. This can be an inexpensive proposition but the ad can bring success to a campaign since it can get a lot of mileage and exposure. If you are interested in wrapping a bus, make sure to consider the amount of the advertisement itself and the rental costs imposed by the bus company. “The back of a bus will only cost around P9,000 per month,” Acosta said, “and if you want to come up with a whole wrap, at the back and even the left and right side of the buses, that will only cost P14,000 per month.” There is also train wrapping. Trains are twice as large as buses so exposure can be maximized. Inside the train cars, advertising materials can be posted on the top of the windows and on stands and handles. Other forms of transit media are handle ads, taxi ads, rear sticker ads for cars, and lighted top ads and rotating overhead ads for taxis. Global by design Transit advertising is the biggest advertising canvass that people can see up close in the street. “And when it comes to creating your exterior signs, be sure to limit your message to the same eight to

The quest for discovering a very cost-efficient tool which can give greater impact, more effective brand recall and immense visibility market has led to the birth of transit advertising. 03

May-June 2011

www.adobomagazine.com

MEDIA FEATURE

TRANSIT ADVERTISING

01 02

Copenhagen Zoo snake bus, Bates Y&R Pizza Hut bike clock, BBDO Guerrero / Proximity Philippines

IWC handle grip, Jung von Matt / Alster

IKEA home furnishing liner, ADK

10 words you’d use on an outdoor billboard,” says Transit Media, the first transit advertising agency in the Philippines. “It’s the same concept. People are in motion. There’s only so much time to read something so it’s better if you make your message easy for them to read and understand at a glance. Use attractive colors and simple message to gain the audience’s attention. Making it big, bright, bold, and to the point will help get you the response you’re looking for.” Interior designs should not be taken for granted, too. In the Philippines, the passenger count of transit advertising is astronomical. So the interior design will be able to capture heavy duty audience. Some ad agencies worldwide have created intelligent transit ad designs that capture the passengers’ awareness of the brand and its campaign. A fitness company in Germany have installed dumbbells on mounted train handles that made the passengers look like gym enthusiasts. In Indonesia, a salon company have launched a hair product and wants to communicate it to the public by installing “pony tail handles” inside the train cars. Harley Davidson in Switzerland wanted to announce the arrival of their new models by plugging signatured motorbike handles inside

www.adobomagazine.com

the train. These designs were developed to gain interest from the audience and to effectively form brand recall. Up to the next level Many advertising agencies around the globe have been developing winning strategies in using transit advertising. Not only print ads but some had already come up with innovative tools that doubled the impact of the transit media. Titan Transit Advertising, the largest advertising company in the world, has been successfully incorporating the bus wrapping concept with attention-grabbing digital screens called digital bus kings. With the same use of the digital platform screens, they have given enough brand exposures to audiences are waiting for the next train inside the stations around New Jersey. These screens added value to commuter journeys as it gives essential information about the weather, news, sports and entertainment. Also, at New York Penn Station in Manhattan, New York, a beautiful entrance was constructed by installing a wall of nine digital displays positioned for a perfect read to the 100,000 train commuters everyday. It is a great way of penetrating a good number of audiences in a very captivating way.

May-June 2011

Since more and more people are spending a lot of their time outdoor, out-of-home advertising is expected to strategically expand. Due to technology and leading innovations around the world, it is reported to have reached $7.14 billion last year, according to a report made by the Global Industry Analysts, Inc. It is expected that in the future, transit advertising will still evolve along with the emerging technologies to further captivate people on the go.

R3 NEW BUSINESS LEAGUE

ASIA-PACIFIC, MARCH 2011 (CREATIVE AGENCIES)

R3 NEW BUSINESS LEAGUE - Asia-Pacific, March 2011 CREATIVE AGENCIES AGENCY

RECENT WINS

ESTIMATED YTD

RECENT LOSSES

OVERALL YTD

RANK

THIS

LAST

REVENUE

MONTH

(US$M)

TBWA

ANZ Asia Pacific, WeMakePrice Korea,

10.27

Tourism Malaysia

8.35

10.65

China Merchant

7.85

Olympus Hong Kong 2

Ogilvy

Harman China, Star India Network, SingTel F1 Singapore

Publicis

China Merchant Bank, Merino Group India,

Bank 6.59

6.59

6.53

Satterleys Australia, Samsung India, Coca Cola India

6.44

Peugeot Citroen Japan, Kino Care- Healthy drink

5.57

5.50

5.20

4.34

4.14

Surya 16 Thailand 4

Saatchi and Saatchi

Leo Burnett

BBDO

China Telecom, Lexus China, F&N Dairies Malaysia

category Indonesia, Alpen Japan 7

Grey Group

Galaxy Macau Hong Kong, Mankind Pharma India, PEMANDU - Government Transformation Programme Malaysia

Lowe

Continental Foods & Soups Australia, Orbit Infrastructure & Developers India, Daawat Basmati Rice India

JWT

Lee Kum Kee China, Everonn Education Limited India, Earl Jeans Taiwan

DDB

East-West Bank Philippines, Primadonna Philippines,

5.79

LG Indonesia

4.04

World Wildlife Foundation Philippines 11

Wieden &

3.30

2.50

Kennedy 12

Y&R

Sansiri Thailand, Samsonite Hong Kong, Workforce Development Agency Singapore

M&C Saatchi McCann WorldGroup

DraftFCB

XinTianDi Fashion China, Callaway Golf Japan

2.23

Pizza Hut Indonesia

2.23

City Chain Asia Pacific, Ecco Singapore, Omron

3.32

Coca Cola India

2.22

Healthcare India Sony Ericsson - PSP Smart Phone Launch China, Wing

1.45

0.44

0.20

Tai Property Hong Kong, Sunsuivi Rice Taiwan 16

17=

Bates

Hua Tai Securities China, AGV Milk Taiwan, ABC Noodles Indonesia

17=

Iris

Dentsu

19=

BBH

PICC China

0.00

19=

SapientNitro

0.00

Euro RSCG

Jim Bean Spirits India, Nivea Sun China, Carlsberg/

1.60

3.12

Lenovo China

China Telecom

0.10

(0.38)

Jolly Shandy Hong Kong

CREATIVE AGENCIES A strong start to the year for Publicis Groupe agencies with Saatchi & Saatchi leading the way via the global Lenovo win and more than ten other local successes. Publicis ranked second through its global LG Digital win, along with some strong results in China. Leo Burnett performed strongly in Australia, Indonesia and Malaysia. METHODOLOGY The R3 New Business League has been compiled each of the last 101 months using data supplied by 26 multinational agencies on a monthly basis to R3.In addition, this data supplied is balanced against Client Estimates, Nielsen ADEX, discounted to appropriate levels and then converted to a revenue estimate. R3 strives to be accurate in all reporting, but welcomes comments and questions. Please write to greg@rthree.com or visit www.rthree.com for more information or to download a soft copy. R3 is the leading independent consultancy focused on tracking of agency performance, and marketing ROI for clients across the region.

AGENCY PROFILE

www.adobomagazine.com

MEDIA CONTACTS PHILIPPINES

May-June 2011

AGENCY PROFILE

MEDIA CONTACTS PHILIPPINES

MEDIA CONTACTS PHILIPPINES The challenger agency Three years ago, Media Contacts Philippines was built on the philosophy that the only way to survive is to challenge everything. The rebellion is not for rebellion’s sake. It’s rooted on the reason why Media Contacts was established in the first place: to be the go-to agency for equally ambitious challenger brands. Since then, the lean-and-mean group has been messing up the industry’s ideas of what media agencies should stick to doing, of how much work a 12-strong start-up can do, of what role digital should take in a campaign. It was this devil-may-care attitude that made the young agency put a bold claim on their website URL, www.youdontknowdigitallikewedo.com. With gold, silver and bronze Boomerangs here, silver and bronze Araw Awards there, plus a coup when they snatched Araw Media Agency of the Year award within months of existence – it’s a claim with a solid backbone, one that empowers them to push people’s buttons and push their own

capabilities. Constantly doing this is tough for the agency, but it’s about to get tougher for the industry. With the way Media Contacts works, it’s clear that this team can’t be counted on to sit still, conform to conventions, avoid risks, or follow industry standards. Trust them to release the “Awesome Philippines” campaign with Apl. De.Ap when country just survived Typhoon Ondoy’s wreck. Or to create an online acquisition campaign for Citibank Credit Cards that was constantly optimized and fine-tuned to minimize cost per conversion. Dare them to grow Sunsilk Philippines’ Facebook fan page with consistent daily posts, actual conversations with fans, and user-generated content promotions, and make it the global brand’s biggest online community in the world. Watch them latch on the most capricious of teenage emotions – kilig –to build Close-Up’s brand identity in the youth market, or

May-June 2011

www.adobomagazine.com

AGENCY PROFILE

get hundreds of thousands of views off a bloggercreated Close-Up instructional video. If there’s anything Media Contacts won’t do, it’s what you think they would. Why do they bother? In the case of Media Contacts, agencies are not immune to the idealism that comes with being young. That’s probably why they have a Che Guevara poster greeting them every morning with a mantra that speaks of working for a revolution, not waiting for it. And so they pour hours upon hours into meaningful work, resulting in output that bleeds passion for creativity and obsession with effectivity. Being unpredictable is powerful. But the strongest weapon in the Media Contacts arsenal is a consuming and obsessive belief. “During this period of transformation, with the Internet becoming more accessible and digital technology fast-evolving, we’re starting to move towards a free society…in fact we’re already seeing its effect,” shares chief executive officer Ed Mapa Jr. “People feel they have a right to free entertainment:

MEDIA CONTACTS PHILIPPINES

from downloaded content to music and movie streaming. They make their own content, a simple search online can tell them how to create apps, make websites, create videos and reach a million strangers. Advertising has to realize this, and make their work more enticing. The audience now has the choice, and the power, to choose what messages they see, and what brands they engage with. Brands and marketers who accept and embrace this will have more influence and reach than ever before.” As chairman of the Internet and Mobile Marketing Association of the Philippines’ upcoming Digital Summit, Ed Mapa will be pushing marketers to embrace the change. Underground, his agency is already initiating it. And with Media Contacts having established itself as a maverick from the start, what should the industry expect from this relentless challenger? Unless you have a penchant for missed predictions, better just let Media Contacts take the lead.

People feel they have a right to free entertainment: from downloaded content to music and movie streaming. They make their own content, a simple search online can tell them how to create apps, make websites, create videos and reach a million strangers. 03

www.adobomagazine.com

May-June 2011

“Awesome Philippines”

Close Up games

Sunsilk Facebook page

KIDLAT AWARDS 2010

May-June 2011

LOCAL NEWS

www.adobomagazine.com

LOCAL NEWS

www.adobomagazine.com

KIDLAT AWARDS 2010

May-June 2011

KIDLAT AWARDS 2010

May-June 2011

Adobo Centerfold 69 LOCAL NEWS

www.adobomagazine.com

COVER STORY

MANNY PACQUIAO

Brand Pacquiao

The world’s greatest boxer as the marketers’ champion Words: Yvonne Kiunisala Photo courtesy of Publicis JimenezBasic and Alaxan

“MANNY! MANNY! MANNY!” Even before he stepped into the ring to face Shane Mosley, tens of thousands of fans in the MGM Grand Arena were chanting Manny “Pacman” Pacquiao’s name with an equal measure of frenzied anticipation and absolute adulation. In the Philippines, millions of his devout followers made the pilgrimage to gymnasiums, movie theaters, hotels, public parks, restaurants and bars to witness their hero’s miraculous displays of speed and power.

www.adobomagazine.com

May-June 2011

COVER STORY

MANNY PACQUIAO

Nike “Boom” TVC

Red Horse TVC

Head & Shoulders TVC

Pacquiao won the fight with a unanimous decision. It was however, a subdued, almost boring fight. After the third round knockdown, the fighter in Mosley stepped out of the ring and Pacquiao was left with an opponent unwilling to exchange punches, content to backpedal his way to the end of the fight. Though many were disappointed that a knock out did not materialize, Manny Pacquiao is still the undeniable pound-for-pound king. He is the first and only boxer to win world titles in eight different weight divisions – a feat that may never be repeated. Yet, for all of his record-breaking achievements, it is what Pacquiao refuses to do in the ring that tells us of the true measure of the man. In the later rounds of his fight with Antonio Margarito, when a knock out was looking more and more imminent and as thousands of fans

were screaming “Knock him out!” Manny turned to the referee and implored him to stop the fight.

is adored. And what does this adoration translate to? Money. Lots of it.

By this time Margarito was on the receiving end of a beating so thorough it had rendered his face unrecognizable. Pacquiao could have ended that fight with a knock out. He refused to. Instead he ended his dizzying barrage of punches and ensured that no further harm was inflicted on his foe.

Manny Pacquiao is marketing gold. In the Philippines, cut the demographic any which way and his appeal prevails: among the young or old; males or females; poor, middleclass or rich. He certainly has the endorsements to show for it.

It is his rare combination of compassion and humility, of charisma and heart, that has taken his popularity beyond the sport of boxing and transformed it to national worship. On the days of his fights he “solves” even if for only a few hours, issues that have plagued government administrations for decades: roads are virtually free of traffic, crime rates drop, and even communist rebels lay down their arms to watch their hero. Quite simply, Manny

Pacquiao endorses a diverse portfolio of products that include, but are not limited to, socks, beer, shampoo, milk, watches, a fast food chain, a telecom provider and a muscle relaxant. It is difficult to determine what the Pacquiao effect is on the brands that he endorses but considering companies keep coming back to ask for more, the ROI equation must be in his favor. In 2009, Manny Pacquiao was on Time Magazine’s list of “Most Influential People.” In 2010, he

May-June 2011

was the most-searched athlete on Yahoo, ahead even of Tiger Woods. Yet despite this interest in Manny Pacquiao, there is a gaping disparity between his popularity and status as an athlete and the amount of money he makes on brand endorsements outside of the Philippines. Not only was he reportedly losing out on millions in potential endorsements, the endorsements he did get were at times downright embarrassing for a celebrity of his stature. Manny is not just a boxer. He is a brand. A brand whose potential earnings were being undermined by a lack of strategy and alignment among the many layers of friends and associates that makes up Team Pacquiao. A quick search on YouTube will generate a video of Manny Pacquiao in an ad for San Manuel Casino, which aired in California. It is cringe worthy – a low-budget, poorly-conceptualized and badly- produced ad that

www.adobomagazine.com

COVER STORY

Punches to Purchases In this corner, Manny Pacquiao’s endorsed brands get boxed. FOOD Datu Puti Soy Sauce Datu Puti Vinegar Knorr Chicken Cubes Magnolia Ice Cream Magnolia Milk McDonald’s Pacquiao’s Produce

BEVERAGES Ginebra San Miguel Gin Magnolia Milk Red Horse Beer Revicon-ION San Miguel Beer Thundercare energy drink VitWater

APPAREL Darlington socks Nike No Fear underwear

PHARMACEUTICAL Alaxan FR Circulan

TOILETRIES & SCENTS Head & Shoulders MP8 Scent

AMUSEMENT San Manuel Indian Bingo & Casino

AUTOMOTIVE Toyota of Glendale Phoenix Gasoline

TECH & TELCO HP Touchpad Talk and Text

PUBLIC SERVICE Phil. Drug Enforcement Agency

www.adobomagazine.com

MANNY PACQUIAO

diminishes the brand name of one of the most highly-paid athletes in the world. Athletes of lesser statures would have been right to refuse to do that ad.

there a scandal in Manny’s future that could turn the tides on the wave of big-ticket endorsement deals that are finally coming his way? Is there a below-the-belt punch in his arsenal?

In this regard, Pacquiao has been saved by a belle. Lucia McKelvey, a marketing executive who previously worked at IMG Golf brokering endorsement deals for Tiger Woods, was hired by Top Rank in February 2011 as their executive vice-president for Business Development and Marketing. In the short time that she has been with Top Rank she has already closed two major deals for Manny Pacquiao. Pacquiao now has endorsement tie-ins with Hewlett-Packard and for State Street Produce, a company that grows fruits and vegetables in Mexico and sells to U.S. restaurants. The State Street Product will be called Pacquiao’s Produce with his face appearing on bags, boxes and delivery trucks.

It is possible of course, but hopefully unlikely. If you take cues from the statements he made in pre- and post-bout interviews you will have heard him make frequent reference to the biggest fight of his life – ending poverty in the Philippines. He obviously has set his sights on yet again moving up in weight class – this time as a heavyweight in the political arena. Anyone with that kind of political ambition will take all precautions to stay out of scandal’s way.

Inextricably tied to celebrity endorsements are the risks of scandal that could take the brands down along with them. We have seen it happen with Kobe Bryant, Michael Vick, and Tiger Woods to name the highly publicized ones. Their fall from celebrity grace had marketing and PR experts falling over themselves in an attempt at immediate damage control. Celebrity endorsers entangled in controversy put brands in peril and force marketers to make difficult choices. Do they dump the celebrity and avoid further associations with whatever unseemly behavior has come to light? Or do they stand by their man in the hopes that all will be forgotten, forgiven and spun into a tale of overcoming and redemption? Brands like Nike have kept its support with Tiger but other brands like Accenture, Gatorade, AT&T and Gillette ended their endorsement deals with Tiger resulting in a US$22-M drop in his endorsement earnings in 2010. Pacquiao has had a few brushes with controversy. There are continuous rumors of infidelity, reports of large amounts of money being lost to gambling, and baseless accusations of the use of performance-enhancing drugs. The Pacman has come away from these scandals relatively unscathed. It would take something incredibly awful to tarnish the image of Manny Pacquiao in the Philippines. In a largely Roman Catholic population, fans have chosen to shrug off the talk of infidelity and the gambling. But we are not talking about just the Philippines anymore. Is

May-June 2011

Pacquiao ran for congress in 2007 and lost to the incumbent, largely because people were unwilling to see their boxing hero lose his focus. In 2009 he ran again for a different district and won by a landslide. Although no one will deny the earnestness in his statements, it was not difficult to catch the whiff of politicking in the manner in which the statements were delivered and the request to wear yellow, the Aquino administration’s unofficial color, on the day of his fight. Hopefully Manny Pacquiao has learned a lesson from his endorsement negotiations and realizes that the harm to his brand health will most probably not be instigated by his own actions but by the wheeling-and-dealing of those he chooses to keep around him. When asked about the differences between politics and boxing, Pacquiao responded by saying “there is no cheating in boxing – only in politics.” We pray that he keeps that in mind and continues to fight the good fight.

KIDLAT AWARDS 2010

May-June 2011

LOCAL NEWS

www.adobomagazine.com

GLOBAL NEWS

MINI ROCKETMAN CONCEPT CAR / OLD SPICE GETS DANGEROUS

BSUR shows off the MINI Rocketman concept car Amsterdam-based ad agency BSUR unveiled an online film to launch the new Rocketman concept car for Mini, which was officially unveiled at the Geneva Motor Show in March. The Rocketman concept sees Mini reinvent the small car by going back to the essence of Mini’s founding design principles. The product film was created using a mixed media approach, seamlessly combining live action with both 2D and 3D animation, motion graphics, stock footage and visual effects. The result takes the audience on a journey from Mini’s inception in 1959 to the present day. The two-minute film, produced by Amsterdambased PostPanic, is part of a social media campaign across YouTube, Twitter and Facebook. The car itself will go into production based on the response from Mini fans.

Outside the U.S., Old Spice gets dangerous Mustafa’s Old Spice was thought to be retired late last year retired when Rey Lewis did some spots for Old Spice, looking like a done deal. Prior to the release of “Jungle Wilderness,” the original Old Spice copywriter Eric Callman left Wieden+Kennedy for start-up agency, Barton F.Graf 9000. In any case, Mustafa’s Old Spice spots have turned to diamonds. Let’s see if the next one can do the same.

We’ve seen the return of Isaiah Mustafa as the Old Spice guy last January, and since then he has taken us on a scent vacation, with stops in Fiji and Komodo. Now Old Spice gets the jungle fever with its “Jungle Wilderness” commercial, presenting an entirely different kind of man.

The latest TVC, shown outside the U.S. market, shows a debonair British colonial man rising from quicksand and charging through the dangers of a jungle, past piranhas and incoming trucks. He may have lost flesh from his bottom half, but, thanks to Old Spice, he “smells like he looks amazing”.

www.adobomagazine.com

May-June 2011

Advertiser: Wedding Republic Agency: Wieden + Kennedy, Portland Production: Biscuit Filmworks / Cherokee Films Director: Tim Godsall Exec. Creative Directors: Mark Fitzloff, Susan Hoffman Creative Directors: Eric Baldwin, Jason Bagley Art Director: James Moslander Copywriter: Marco Kaye Agency Executive Producer: Ben Grylewicz DoP: Simon Duggan Agency Producer: Lindsay Reed

JWT TRAVEL TRENDS / THENETWORKONE ‘S “THE WORLD’S LEADING INDEPENDENT AGENCIES 2011”

GLOBAL NEWS

Real-time sharing, mobile guides among JWT travel trends In its April trend report “Rebooting Travel,” JWT surveys the latest travel trends, focusing on how mobile devices, real-time connectivity and social networking are re-shaping the travel experience. “Today’s travelers are different from those even a few years ago,” says Ann Mack, director of trendspotting at JWT. “They’re tech-enabled, with infinite information at their fingertips, and they’re driven to share experiences as they’re having them. The countertrend is that we’re seeing more vacationers looking to get a break from technology and its dominance over their lives.” JWT’s travel trends report is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year. Specifically for this report, JWTIntelligence interviewed travel experts and influencers and conducted a quantitative survey in the U.S. and the U.K. The survey used SONAR™, JWT’s

proprietary online tool, to poll 1,024 adults aged 18-plus from March 4-15, 2011. Key trends explored in the report: Travel’s Tiny Essential: Smart phones are replacing guidebooks and folding maps through locationbased services and guides, mobile mapping technologies and travel apps. The New Travel Currency: Travelers can now share photos, videos and text in real-time, not having to wait until their return home. Unplugged Holidays: In an extension of “DeTeching,” one of JWT’s 10 Trends for 2011, vacationers are increasingly choosing to log off in an effort to reconnect with loved ones, fully recharge and savor real-world experiences. The trend report, “Rebooting Travel,” is available on JWT Intelligence.

thenetworkone announces “The World’s Leading Independent Agencies 2011” thenetworkone announced the publication of the 2011 edition of “The World’s Leading Independent Agencies 2011.” It is published annually on a non-profit basis by thenetworkone, the world’s leading independent agencies organization. The publication is not a ranking by size, or success in awards festivals; rather, it is a series of inspirational articles written by 14 agencies, from every continent in the world, adjudged by this editorial board to be creative and thought leaders in the marketing communications industry. A specially created new website features their work. The agencies featured in 2011, with their country of origin are: Alametifarika (Turkey), BSUR (The Netherlands), Change Integrated (Poland), Creature (USA), Demner, Merlicek and Bergman (Austria), DMG (China), Dommo (Spain), Fischer+Fala! (Brazil), Law & Kenneth (India),

North Kingdom (Sweden), SapientNitro London (UK), Serviceplan Group (Germany), The Jupiter Drawing Room (South Africa), The Secret Little Agency (Singapore). Julian Boulding, President and Founder of thenetworkone, commented: “The global agency scene today is extremely dynamic. Without the legacy issues that the traditional networks face, independents are leading the way. Independents won Agency of the Year in the U.S., topped the new business tables in the U.K. and lead the digital creative rankings in Germany. And this year we feature new agencies from each of these countries.” But the phenomenon is not limited to these traditional markets, or even the BRICs. This year, for the first time, the publication features agencies from Austria, Singapore, Spain and Turkey. Every continent is represented in the publication.

May-June 2011

According to thenetworkone, what we are seeing is the rapid demise of the old Anglo-Saxon command and control model of advertising. Articles in the 2011 edition are written by successful entrepreneurs living and working in their own countries.

www.adobomagazine.com

GLOBAL NEWS

NEXT GENERATION BILLBOARDS / ADOBO EXHIBIT

Next-generation billboards go beyond flat tarpaulin The recent crop of billboards have become dynamic without resorting to the use of electricity—or even generating its own.

Sometimes unusual shapes are really all you need, as in Ogilvy & Mather's “Loop” for Hotwheels in Colombia.

Sometimes a little manual labor fits nicely into the equation. Two billboards carried on a conversation with each other in the United Kingdom, as part of Saatchi & Saatchi's campaign for shared signal between T-Mobile and Orange.

Amphibious billboards are also now coasting along beaches and other bodies of water. Bbi Display holds the the patent for the floating display systems, which are now available in 60 countries, with clients such as McDonald's and Honda.

In New York, baseball player Derek Jeter got a daily shave on a billboard, part of BBDO's campaign for Gillette. Jeter's billboard was repainted every day in March to show the different stages of a shave.

As Manila is peppered with outdoor media, you need a gimmick to stand out. Greenwich Pizza's “Overloaded” billboard where the supposed weight of the pizza causes it to “fall” from the billboard onto the one below it comes to mind.

In Kansas City, the words “Impossible,” “Unbelievable,” and “Hopeless” were gradually covered in places to be “Possible,” “Believeable” and give “Hope,” part of the area clinic's rebranding of St. Luke's health system.

The latest local billboard with a difference is Coca-Cola's Moymoy Palaboy “Brrr” billboard at Trinoma on North EDSA. The billboard, which debuted in March, features air-filled tubes that simulate the hair of Roadfill, one-half of the popular comic duo. The wind blows the tubes up, making it appear that his hair is rising because of the chill--a gimmick that fits the message.

DDB's work for Tropicana in Paris shows what every grade schooler knows: that oranges can produce energy. In this case, energy from oranges light up a billboard made of oranges. After last year's billboard made of bees, this year we have live cockroaches—5000 of them in Publicis Dallas' work for Terminix.

Ogilvy & Mather “Loop” Hot Wheels

BBDO New York “Everyday Masterpiece” Gillette

Adobo Exhibit An art director at OgilvyOne Worldwide Phiippines in his past life, AJ Dimarucot has risen as a freelance graphic designer specializing in t-shirt graphics and illustration. Well known in crowdsourced t-shirt design circles, AJ also designs and runs a clothing brand for babies and kids called googoo&gaga with his wife, with whom he has three wonderful kids.

Paint it Red printed by Threadless

Cloud Bombers printed by Designbyhumans

Might Makes Write printed by Threadless

www.adobomagazine.com

May-June 2011

11 TRENDS FOR 2011

GLOBAL NEWS

Omnicom Media Group's 11 Trends for '11 5. Deal Mania Sites such as Groupon are becoming increasingly in demand, offering shoppers’ daily discounts which are redeemable only if a set target number of people buy the deal before it expires. Social buying in the Philippines is only a year old, but already with an increasing number of active players. One of the pioneers, BUYanihan, boasts of having 400,000 email subscribers with 25,000 members.

Omnicom Media Group’s 11 Trends for 2011 combines the results of the Snapshots online survey in 15 markets of 3100 consumers and the Global nVision research study of 30,000 consumers in 21 markets. The following report also includes Nielsen’s 2010 findings in the Philippines. 1. Cautious Optimism During the global downturn consumers learned cautious behavior. Even after the economic downturn, price sensitivity still exists across the Asian market. In spite of the belt tightening and the rationalized spending, Asians are still more optimistic vs. the other parts of the world, the Filipinos are the 2nd most optimistic consumer worldwide next to Indians. 2. The Search For Personal Control Consumers today are focused on instilling a sense of personal control over all aspects of life, from personal finances to health, appearance and wellbeing. According to nVision 2010, 60% in India are interested in an app for tracking calories/nutritional values, 48% in China as well

as 43% of the population in South Korea. In the Nielsen Philippines Q4 2010 report, 15% of the Filipino population is concerned about achieving ‘Work/life balance’. 3. We Are Family Changes in the demographic structure of global populations are having a major impact on people’s life courses. In Asia Pacific, family has always had an active role in extended family life. Periodic gathering and spending quality time with family is still considered important by majority of the population in Asia. Countries like India, Japan, Australia spends approximately every eating moment with their family. 4. Game On 2011 will see the further integration of playful, game-like mechanics into the products and services we use, as well as the leisure activities we pursue. There is an increasing incidence of above-25’s playing computer or video games at least once a week. In China 79% and 74% of 25 to 39 and 40 to 54 year olds respectively plays video games weekly. Mobile phone gaming is also highest in Asia.

6. Realistic Green Translating general concerns into actual behavior is a difficult task for consumers and few are willing to pay a premium for products guaranteed to not harm the environment. In Thailand, China, and India, 50 to 60% of consumers said that price is more important than how green a product is. Companies have a clear opportunity to create offers that do not interrupt everyday life, can in some way deliver (either in the short or long-term) money-saving benefits and can provide consumers with immediate feedback of both their own eco-friendlier actions and those of brands and companies. 7. Concierge Brands The availability of concierge services was once entirely confined to the gilded world of the affluent elite, but enhanced service offerings are now burgeoning in the mainstream landscape. Consumers are becoming more demanding and exacting in brand experience. The need to feel ‘valued’ as a consumer is an integral part of today’s path to purchase and brand experience. 8. More and More Mobile We identify here two key drivers of internet usage– the further embedding of social networking into the fabric of the internet and the continuing flight of internet activities to mobile devices.

May-June 2011

Based on the latest audit by Nielsen Philippines, 2010 ended with smartphones and mobile internet users accounting for 10% of all internet users in the country. More affordable and flexible plans and the proliferation of hotspots in the metro this number is expected to continue to surge in 2011. 9. Lure of the Shop Floor Retailers will evolve retail locations into havens of technological interactivity and experiential treats. We will be presented with a radically altered retail future, where shopping locales become genuinely alluring leisure destinations, complete with unique in-store activity and, crucially, seamless connectivity with the technologies and networks consumers can so readily access on-the-go. 10. Pragmatic Luxury Consumers in emerging markets aspire for luxury brands much more than those in mature markets. However, the world does not revolve around brands anymore, particularly among the younger Filipino consumers. Labels are no longer as important as “fit” and “style”. (Pinoy’s evolving shopping habits, November 2010) During the downturn, consumers have learned to enjoy small indulgences—and this “lipstick effect” continued throughout 2010 and will continue all the way through 2011. 11. The search for lost time The commodity that we are all most short of is the most precious: time. We are increasingly looking for solutions with increased convenience that can help us to spend time doing things that are really important to us. The increasing pace of life is catching up in APAC. There is always the feeling of needing more time to do what’s important.

www.adobomagazine.com

GLOBAL PROFILE

www.adobomagazine.com

DONALD GUNN

May-June 2011

DONALD GUNN

GLOBAL PROFILE

Donald Gunn

Measuring Creative Caliber Words: Bujit Tesoro Interview: Abby Yao

The questions “Do creative ads sell?” or “Are creative awards needed for market dominance?” have left many marketing executives, suits, and even creatives, less than certain across the world. Until Donald Gunn decided to make a living out of tallying award show wins, and produced his internationally acclaimed Gunn Report – converting many doubters into believers that award-winning ads do help increase chances of hitting projected sales and creating a lasting, positive reputation for both the brand, and its agency. He opines that the award show judges and the consumers or customers are no different from each other when it comes to how they absorb messages and react to ads. Such conclusion is based on three factors. First of which is the Do Award-Winning Commercials Sell A Study, which to date, is the most exhaustive study tackling the creativity and effectiveness of ads. With helping hands from nearly 200 ad agencies from different countries, Donald Gunn, who was with Leo Burnett at that time, was able to produce an analysis of case histories involving the 400 most awarded

commercials and campaigns in the world from 1992-1995. As evidenced by the study, commercials with the right message sent across in an engaging, inventive manner that people respond to is handsdown the most effective. The second factor is the IPA/Gunn Study of 2010, which answers the question “Does the creativity needed to win major creative awards improve a brand’s chances of business success?” The said study proves that good ads which win awards have better chances of being absorbed and talked about. Hence, awards guarantee not only awareness but fame as well. “Bullets from Gunn” is the third and last factor, which is actually a regular Gunn Report presentation during award shows and festivals. The presentations provide countless examples that undoubtedly prove the most awarded ads and campaigns of this day and age do work for the clients in the marketplace. Today, The Gunn Report has evolved from a box with a booklet and a VHS reel into THE book that should sit on every desk in advertising. In fact, it has become

indispensable that The Gunn Report launched its very own website January of this year, making 12 years of Gunn Report tables and commentaries; plus show reels of the most awarded commercials since 1962 widely available at the click of a finger. For someone who had to be encouraged by the college careers advisor to go into advertising because of his cartoons and articles in the school newspaper; and who got his first job because his wouldbe employers found it cool that he had opened a nightclub, Donald Gunn has gone a long way. A suit in Leo Burnett London for such accounts like British Airways and Beechams for six years, Donald realized that he wanted to be in the front line. And for him, that meant doing the ads. Fortunately, he successfully made the shift from accounts to creative, getting promoted to creative director for Leo Burnett South Africa within just three years. After which he was sent to Amsterdam since the position fit him perfectly – someone who could be both creative director and managing director.

May-June 2011

www.adobomagazine.com

GLOBAL PROFILE

DONALD GUNN

On award show juries:

They’ll miss lots of good ads and award quite a few bad ads. So I thought, if we combine the opinion of all the juries and make that the criteria, you’d find out everyone’s opinions in all shows.

After a year, Donald was sent to the Paris office, where he stayed on for three years before going on a sabbatical – he wanted to be better at doing ads, so he spent a year studying the best ads ever made and how people came up with solutions. “I just took a lot of ads, commercials and in those days, you have a machine and cassettes. So, I’d travel around with a television set and my video player and my cassettes, which I mostly got from producers and award shows like Cannes,” he says. During his return stint in the London office, Donald impressed the chief creative guy so much so that the latter offered him the position of regional creative director for Philip Morris. After three or four years, he was tapped to be the director of Creative Services – Worldwide. A job he enjoyed to the fullest because it entailed being based in Chicago where he got to be involved in all of their markets. “I had to see who was very good in the market, who we needed to catch up with. Suddenly, my job was like the Gunn Report – knowing about creativity in every country in order to know how good or bad our agency was… what we could do to improve. This involved knowing about the award shows and festivals. I actually did that job for 14 years!”

www.adobomagazine.com

That 14-year period also saw the development of the Cannes Predictions. “We wanted the people from the Chicago office to be more interested in the rest of the world. They only knew about Chicago, they didn’t know New York. So we collected ads from Brazil, France and so on. I would go to places like the Philippines, to Baguio for the Philippine Advertising Congress, like what I’m doing here now at ADFEST…” In 1984, in order to improve the quality of the creative work in every country, Donald and his colleague, Michael Conrad, instituted the Global Product Committee or a ranking system which involves rating ads from one to seven every three months. “The target was 7+. 10 is absolutely amazing (we’ve never had a 10 by the way), 4 or 5 being normal, 3 being average, 2 being dreadful, and 1 being appalling. 6 being quite good, 7 being good work, 8 being ‘hey, this is great!’, 9 being ‘this is nearly perfect.’” When he reached 57, Donald decided to retire. But soon after that, he was tapped to be the Cannes Festival president for two years. It was during that time that Donald thought of coming up with a study in an effort to avoid mistakes on

May-June 2011

the part of the jury due to missed ads. “They’ll miss lots of good ads and award quite a few bad ads. So I thought, if we combine the opinion of all the juries and make that the criteria, you’d find out everyone’s opinions in all shows. What was the most awarded agencies, ads, advertisers and so on. This would be good information. And I also thought that time when TV was the most important thing, we could make a great reel that would showcase 100 of the best, most awarded commercials of the year. The agency would pay for that reel. That was the idea,” he explains. Donald then tapped Emma Wilkie, who had her small production company to take over publishing The Gunn Report. And the rest, as they say, is history. Today, The Gunn Report has four categories: film, print, digital and All Gunns Blazing, which is integrated. They also have a separate report for media and media agencies. According to Donald, they believe that global, regional and national shows are equally important. “Because sometimes, the global jury wouldn’t understand something a regional jury would; and sometimes, a regional jury wouldn’t understand

what a national jury would. Likewise, there are more and more countries who win top level in the shows. In fact, Asia has a very strong performance for the year 2010. In the Philippines, I think Ace Saatchi & Saatchi is very good, and so is BBDO.” Asked if there is anything else he would want to do, he answers “Now that we have the Gunn Report website, everything’s perfect. We’ve been working on that for four years and people have been using it already. So I think it’s the best idea I ever had, and that’s done. So, if I do anything else, it would be more like making our house really nice. That would be something.” Donald Gunn lives in Chichester, England with his wife. He has two sons and a daughter.

GLOBAL NEWS

WIEDEN+KENNEDY AND BBDO LEAD D&AD NOMINEES

Wieden+Kennedy and BBDO lead D&AD nominees The D&AD Awards, one of the most highly-respected global award shows for design and advertising, has released the full list of nominations and in-book acceptances. A total of 679 entries made it In Book, with 168 nominees in the running for a D&AD Pencil. In Book is equivalent to a bronze award, while nominated work is at least Yellow Pencil material and equivalent to a silver award. BBH and Wieden+Kennedy are among the agencies nominated in Digital Advertising, with the subcategory Digital Solution & Use of Social Media receiving the most nominations, with seven entries. AlmapBBDO received two nominations in Direct for its Music campaign for Billboard and dominated Press with three nominations. DDB Brazil picked up two nods in Outdoor for its FedEx “Neightbors” work. Y&R New York and Euro RSCG New York led in Radio with three and four nominations, respectively. BBDO New York’s “Road Trip for Snickers,” Clemenger BBDO Melbourne’s “Slo Mo,” FoxP2 South Africa’s “Love to Meet You” for Drive Dry Initiative and Wieden+Kennedy’s work for Old Spice and Nike are all nominated in T.V. & Cinema. Aside from the usual frontrunners the United Kingdom and the United States, Germany and Australia were also particularly strong this year in the Professional Awards. Brazil, France, Netherlands, Sweden and South Africa also did well, with double-digit in-book and shortlisted entries. Asian agencies bagged a total of 11 nominations and 73 in-book entries. Japan is the strongest Asian

player with seven nominations and 14 in-book, followed by India with two nominations and 4 inbook, Singapore with a score of one nomination and 17 in-book, Hong Kong of one nomination as well as 12 in-book, and Malaysia with one nomination and six inbook acceptances. Other Asian countries in-book are China (6), the Philippines (5), Indonesia (3) and Thailand (3). The Philippine ads which received D&AD in-book citations are Pharex “Opera” from DM9 JaymeSyfu in Press, “Our Ride” for Vespa from Ace Saatchi & Saatchi in Writing for Direct, FedEx “Changing World” from BBDO Guerrero in Integrated Digital Campaigns, and “Cook” and “Night Watchman” for Coca-Cola’s Samurai energy drink by Leo Burnett Philippines. Nike is the most creative client at D&AD this year, with work featuring in the Annual no less than 11 times. In the Student Awards, 363 students from around the world have taken their first steps towards creative fame, with 224 entries achieving In Book or above status.

The D&AD Awards Night will take place on June 16 at The Artillery Garden at the HAC in London.

Clemenger BBDO “Slo-mo” Carlton Draught

Wieden+Kennedy “the Man Your Man Can Smell Like” Old Spice

AlmapBBDO “Bono” Billboard

May-June 2011

www.adobomagazine.com

GLOBAL NEWS

ACE SAATCHI & SAATCHI LEADS PHILIPPINE CLIO FINALISTS / LIA APPOINTS 5 ASIAN JURORS

Ace Saatchi & Saatchi leads Philippine Clio Awards finalists ECD” and “Text and Drive” for Toyota CSR. BBDO Guerrero has a finalist in its Saridon billboard “Persistent Headaches” in the Out of Home category; and DM9 JaymeSyfu’s “Cinema” print ad for Pharex Carbocisteine continues its run of jury nods for the campaign.

for keynote and panel presentations regarding groundbreaking creative ideas within the media and the world. The awards ceremony and reception will be held that same evening at the American Museum of Natural History.

China leads the Asian countries in the shortlist with 12 finalists, followed by Singapore (11) Japan (10), and Hong Kong (10), Thailand (9), India (8), Indonesia (6), Malaysia (6) and Korea (1). 01

Three Philippine agencies have shortlisted work in this year’s Clio Awards, one of the world’s most recognized awards competitions for advertising, design and communications. Ace Saatchi & Saatchi leads the pack with three entries, all for Toyota: “4x4 Desert” for Toyota Landcruiser in Print, and two radio ads, “Text

This year’s Clio Lifetime Achievement Award will be presented to Joe Pytka, one of the most influential and prolific commercial directors of our time. The Honorary Clio will be given to Philip Rosenthal, known for creating the hit CBS comedy “Everyone Loves Raymond”. On May 19, the 2011 Clio Awards will start with a panel conference at Essex House where thought-leaders of the industry come together

“Yourself Television” CLIO Awards 2011 print ad by hasan & partners

London International Awards 2011 appoints five Asian jurors The London International Awards (LIA) has announced the 2011 jury roster, as well as the call for entries. LIA’s Asian jury members for the year include Bates 141 regional executive creative director for Asia Sonal Dabral, BBDO Guerrero/Proximity Philippines chairman and chief creative officer David Guerrero, Ground Tokyo founder and chief creative director Satoshi Takamatsu, Creative Juice\Bangkok Worldwide chairman Thirasak Tanapatanakul, and JWT Shanghai chief creative officer Yang Yeo. Dabral joins the TV/Cinema/Online Film jury headed by Andrew Keller, partner and chief creative officer at Crispin Porter + Bogusky. Guerrero, Tanapatanakul and Yeo will sit in the Non-Traditional • Print • Poster • Billboard juries, to be led by Del Campo Nazca Saatchi & Saatchi CEO Pablo Del Campo. Takamatsu will be part of the Digital jury, to be presided by Mike

www.adobomagazine.com

Geiger, chief digital officer and partner at Goodby, Silverstein & Partners. LIA jury presidents include Eardrum co-founder and creative director Ralph van Dijk in the Radio jury, Bang Music president and founder Lyle Greenfield in the Music jury, The Brand Union chief creative officer Richard Bates for Design & Package Design, and MDC Partners chief innovation officer Faris Yakob for the NEW category. Entries submitted to LIA must be broadcast, published or released in a commercial environment with client approval between July 1, 2010 and July 31, 2011. Entry deadline is on June 10, 2011. Judging is in September at the Encore at Wynn Las Vegas, with the shortlists announced in the third week of October. The awards ceremony will be held in London on November 14.

May-June 2011

Sonal Dabral

David Guerrero

Satoshi Takamatsu

Thirasak Tanapatanakul

Yang Yeo

KIDLAT AWARDS 2010

May-June 2011

LOCAL NEWS

www.adobomagazine.com

2011 CANNES LIONS PRIMER

CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY

Young Lions The Young Lions competition get budding talent in the advertising industry to develop their talents and put it to the test. The competition pits creative teams around the world against each other to produce and execute a campaign within 24 or 48 hours in the medium of film, cyber, media, or print. From the Philippines, the winning Young Kidlat duo from Publicis JimenezBasic will go on to compete for the country in this competition. The Young Marketers competitors are expected to produce a brief and present it in five minutes to a panel jury of select creatives and strategists. For the Philippines, Team PANA, consisting of Justine Ferrer and Angeline Go of Del Monte will be competing in the Young Marketers Competition. Gold winners of the competitions will go on to receive a full delegate registration, including hotel accommodation for Cannes Lions 2012.

This Lion Doesn’t Sleep

As part of the Young Lions program, select advertising students from around the globe will receive tutelage from Rick Boyko, Director and Professor of Brand Center, and Clive Challis, Head of the Advertising Course of Central Saint Martins, London. There is also a Young Marketers Academy under Jim Stengel, former Global Marketing Officer for P&G, and brand strategist, Suzanne Tosolini. The Festival of Creativity Over at the festival proper, there are 57 seminars ongoing over the week. Newbies have no fear, as there is a quick primer from Cannes regulars every nine in the morning, which includes a tour of the venue.

Admen and mad men of the world converge in Cannes’ Palais de Festivals from June 19 to 25 for the biggest advertising festival of the year. Cannes Lions is now billed as the “festival of creativity”, awarding the best ads in the world while serving up inspiration to create new ones. Get to Cannes, free! If you’ve got the creative chops, with the heart and passion to go with it, you might just get to the festival for free. You can upload a video to showcase a good cause for Cannes “Good Work” competition in cooperation with youtube and Ralph, do an ad in 48 hours, design a cover for Advertising Age’s June issue, complete a brief by a major client for MoFilm, or use a medium that wasn’t there five years ago with AKQA’s “Future of the Industry” competition.

www.adobomagazine.com

May-June 2011

Covering more grounds to inspire, Cannes Lions this year will launch Cannes Also, an initiative to further inspire the advertising world. This year inspiration comes by way of a photography exhibition done by creatives in their spare time. Rankin will curate, alongside The Brand Union and Lambie-Nairn. A new category will premiere at this year’s awards for “Creative Effectiveness”. The award honors creativity that has shown a measurable and proven impact on client business, that affects consumer behavior, brand equity, sales, and where identifiable, profit. Entries that win or are shortlisted in other categories are eligible for Creative Effectiveness. As of printing there are 142 entries in the running, with 1 entry from the Philippines. Change is in the air, as discussed by the festival’s featured speakers. Sir John Hegarty, founder of BBH, talks about brand growth space, while Crispin Porter + Bogusky’s chairman and top creatives talk about the

CANNES JURY PRESIDENTS

newest technology and trends that they’re working with. R/GA’s Bob Greenberg and Barry Wacksman ponder what’s next through their agency’s history of reinvention; Bruno Giussani, European director of TED, with author Tom Chatfield and spoken word poet Sarah Kay, talk about social media and storytelling. Eric Bader disusses how advertising is redefined with paid, earned, and owned media. Brands Google and Coca-cola each share their brand stories. Just some of the star speakers on change this year are Martha Stewart, who will sit on a panel about gender balance in creative roles; Jesse Eisenberg, on his portrayal of Mark Zuckerburg in The Social Network; Arianna Huffington, co-founder and Editor-in-Chief of The Huffington Post, alongside AOL Chairman Tim Armstrong discuss “Recalibration of Form and Function Online”, and unlock the future of mobility with Dennis Crowley, cofounder of Foursquare, while Malcolm Gladwell gives us a few tipping points on the paradox of innovation. Robert Redford also pops in for a talk with Ross Levinsohn of Yahoo! and Ben Silverman of Electus on Content as Conversation Catalyst. That’s not even the half of it, as the week is jam-packed with seminars, workshops, master classes, exhibits, and more.

2011 CANNES LIONS PRIMER

Cannes Jury Presidents It’s what I don’t know that really draws me here every year. What work will inspire me? Surprise me? Which idea totally grabs me – professionally, viscerally? What wasn’t possible to think of, even just last year? Titanium and Integrated Lions Jury President Bob Scarpelli Chairman DDB Worldwide

I come to Cannes with an open mind. I am never disappointed.

I spent my entire career avoiding radio for fear of being found out. Terry couldn’t have found a better man to be President of the Radio Jury.

Creativity is the most powerful force in business. I believe that with all my heart. And I know every one of us who ventures to Cannes this year also believes that or we wouldn’t be doing what we do for a living. For me, the spirit of the Titanium and Integrated Lions is embodied in one simple phrase: “Why not?” When told an idea can’t possibly work because it has never been done before, we simply respond, “Why not?” That’s when great things happen.

Promo and Activation Lions Jury President Warren Brown Creative Founder BMF The creative landscape at Cannes provides us with plenty of categories and opportunities to be inspired. Few of them though can provide the immediate impact that ideas in the Promo & Activation section can deliver, which is why I see it as a great privilege to be this year’s Jury President. Ideas that stand out from the pack and command our full attention have defined this category as one of the most exciting in the past few years.

Cyber Lions Jury President Nick Law Executive Vice President, Chief Creative Officer R/GA North America In my honored position as Cyber Jury President I’ll be part of a team that recognizes work that tells stories, delivers utility, connects communities and encourages media behaviors that were unheard of last week. By the time we hand out shiny statues on the evening of June 22, I expect we will have unearthed more digital dexterity than you can shake a cursor at. The most inventive minds in our industry will be celebrated and the jury will go and have a wellearned drink.

Film Lions and Press Lions Jury President Tony Granger Global Chief Creative Officer Young & Rubicam I love coming to Cannes Lions. Cannes has a special emotional lure, and even the stop-and-go traffic from Nice doesn’t dampen my spirit. I expect to totally immerse myself in this great community of ours, catching up with old friends and colleagues; hearing their take on the state of our business.

M, N, O, P, Q, R, S, T, U, V, W, X, Y, Z and a prayer. There is simply nowhere to hide. However, if you are a genius you can rearrange the 26 amigos into The Rhyme of the Ancient Mariner, Lucy in the Sky with Diamonds, I Have a Dream, The Goon Show and, of course, ‘Hi, Tom Bodett for Motel 6’.

Radio Lions Jury President Eugene Cheong Regional Executive Creative Director Ogilvy & Mather Asia Pacific With visionless radio, all you have is A, B, C, D, E, F, G, H, I, J, K, L,

May-June 2011

www.adobomagazine.com

2011 CANNES LIONS PRIMER

ASIAN JURORS

Asia represents at this year’s Cannes Cannes International Festival of Creativity for this year boasts 32 Asian jurors, from Japan, India, Singapore, Hong Kong, the Philippines, United Arab Emirates, and China.

Fareeda Cassumbhoy Melvin Mangada

Eugene Cheong

Valerie Cheng

Naohiko Oikawa

Eugene Cheong, Regional Executive Creative Director of Ogilvy & Mather Asia Pacific is the only Asian Jury President this year, in the category of Radio. Cheong declares, “They say radio is the lowest hanging fruit in the South of France. I disagree.” The most Asians jurors are in the Cyber Lions category, with Valerie Cheng, Executive Creative Director of JWT XM Singapore; Won Hye-Jin, Creative Director of Innocean Worldwide from Korea; Ryan Menezes, Chief Creative Officer of Percept, India; Fareeda Cassumbhoy, Deputy General Manager of Hylink Advertising, China; and Hiroko Nakamura, Creative Director of Dentsu, Japan who did work on the awardwinning Uniqlo “Lucky Switch”. In the new category of Creative Effectiveness sits two Asian jurors: Kenneth Hong, Global Communications Director of LG Electronics Global; and Nirvik Singh, CEO and Chairman of Grey Group Asia Pacific.

Kenneth Hong

Melvin Mangada of TBWA\Santiago Mangada Puno, the Philippines’ top art director and executive creator director sits as the only Filipino Cannes juror in the Outdoor Lions category. Another lone country representative from the United Arab Emirates, Shahir Zag, Chief Creative Officer of Y&R Mena sits on the board for Press Lions this year.

Nirvik Singh

Cheuk Chiang

Santosh Pandi

Shahir Zag

Also among the many notable jurors for this year are Cheuk Chiang, CEO of PHD Asia Pacific, who is a Media Lions juror; Santosh “Paddy” Pandi, Chief Creative Officer and co-founder of prominent independent agency, Taproot India in Mumbai, for Outdoor Lions; and Naohiko Oikawa, President and CEO of Dentsu Consulting as juror for Direct Lions. But will their respective regions meet the Gold Lion standard? That, we have yet to see.

Hiroki Nakamura

www.adobomagazine.com

Won Hye-jin

Ryan Menezes

May-June 2011

CANNES MAP

2011 CANNES LIONS PRIMER

Cannes Map 6

Illustration: Valerie Ong

Creativity and travel go hand-in-hand. Beyond the festivals that Cannes hosts, pockets of inspiration can be easily found around the island. 1) Rent a bike, take a stroll, or a jog along the heart of the town, the Croisette. Along one side is a breathtaking view of the Mediterrenean Sea, the Iles de Lérins, and the Esterel Mountain Range, on the other side are lines of belle epoque hotels and rows of quaint cafes and other eateries.

2) Work up an appetite and fill up all your senses at the Covered Market (Marché Forville) on the West End of Rue Meynardiers, one of the Cote’s best gourmand streets.

3) If you feel lucky, give the roulette a round at the Palm Beach Casino while waiting for the nighttime fireworks. 4) Le Vieux Port (The Old Port) and Le Suquet (The Old Hill) provide a peek into old Cannes, with a spectacular view from The Old Hill.

5) Check out Musee de la Castre, a 12th-century castle which once belonged to the monks who live nearby, and the Eglise Notre-Dame d’Esperance, which has a colection of plaques created by locals as a tribute to the Virgin Mary for answering their prayers.

6) Take a ferry out to the neighboring islands of Cannes. At Ile Sainte-Marguerite stands the scenic Cannes Lighthouse, rustic restaurants, and the Fort Royal. The prison cells are a must-see, especially the cell which was said to have held the Man in the Iron Mask. The Îles de Lérins has Ste Honorat and Ste Marguerite. Ste Honorat which has a monastery that also specializes in homemade food and wine, while Ste Marguerite has its own castle, shops, bars, and restaurants. The coves are great for some time by the beach and a snorkel.

May-June 2011

www.adobomagazine.com

2011 CANNES LIONS PRIMER

CANNES SEMINARS

What’s On

at the Cannes Lions International Festival of Creativity Sunday 19 June

Monday 20 June

Tuesday 21 June

Wednesday 22 June

Thursday 23 June

Friday 24 June

Saturday 25 June

10:30 - 11:15 goviral: The Long Idea

09:30 - 10:15 Initiative: Rethinking Paid, Earned and Owned

09:30 - 10:15 Agenciaclick Isobar & Flat: Embracing Openness to Make the Car of the Future

09:30 - 10:15 Chell Worldwide: Will Smart TV Make Your Life Smarter?

09:30 - 10:15 Coca-Cola: Liquid and Linked Mystique

09:30 - 10:15 Ford: Transformation - A New Definition of Partnership between Agency and Client

10:30 - 11:15 AICP Digital: Evolving Content Creators

11:30 - 12:15 SapientNitro: “Culture Clubbing” with the Brand

10:00 - 12:00 Abedesign: Design Thinking

10:30 - 11:15 IPG: Beyond Madmen

10:30 - 11:15 MOFILM: Can a Social Network Build a Social Brand?

10:30 - 11:15 JWT: The Power of the People is Greater than the People in Power

10:30 - 11:15 Publicis & Contagious: The Contagious Conversation

11:30 - 12:15 B-Reel: Digital Schmigital for 2012

12:30 - 13:15 WGSN: Align to the Macro Trends...

10:30 - 11:15 BBDO: Your Next Billion

11:30 - 12:15 Yahoo!: Content as Conversation Catalyst

11:30 - 12:15 Time Warner: Thinking Inside the Box

11:30 - 12:45 Saatchi & Saatchi: New Director’s Showcase

12:30 - 13:30 The Cannes Debate: Sir Martin Sorrell Talks to James Murdoch and Jeffrey Katzenberg

12:30 - 13:15 Grupo Consulatores Brazil, Revealing the Secrets

12:30 - 14:30 Landor & Berlin School of Creative Leadership

11:30 - 12:15 Kraft Foods with Malcolm Gladwell

12:30 - 13:15 SMG Presents Ted at Cannes: The Meaning of Connected Experience

12:30 - 13:15 Getting the Toys to the Kids: How to Google Innovates to Tell Stories

13:00 - 13:45 MRM Worldwide: Five Technologies that will Transform Marketing Creativity

13:45 - 14:30 Grey’s Music Seminar with Patti Smith

13:30 - 14:15 Akestam Holst: Useful Advertising

13:30 - 14:15 UM & L’Oreal: Entrepreneurs are the New Creative

12:30 - 13:15 Draftfcb: Exploring the Science of Creativity

13:30 - 14:15 YouTube: Good Work

13:30 - 14:15 The Guardian & Dr. Edward de Bono: Is Creativity for Mad Men or PR Gurus?

14:30 - 15:15 Ogilvy: The Inspiration Series

14:45 - 15:30 Publicis Groupe: Maurice Levy Talks to the Nestlé CEO

14:30 - 15:15 Thornberg & Forester: Monkey See

14:30 - 15:15 thenetworkone: TheIndepent Agency Showcase 2011

12:30 - 1430 Mindscapes: The Rules behind Breaking Creativity Rules

14:30 - 15:15 Digitas & Vevo: Why Social and Mobile Rock the World

15:30 - 16:15 R/GA: What’s Next?

15:30 - 16:15 Dentsu: Asian Diversity, Anime Diversity

15:45 - 16:30 BBH: Growth Needs Space

15:00 - 17:00 Cirkus: How much Animation Does my Dollar Buy?

12:30 - 14:15 PHD: Beyond the Horizon

15:30 - 16:15 Textappeal: THE 99 The First Global Islam-Inspired Fusion Brand

16:30 - 17:15 Leo Burnett: Wildfire

16:30 - 17:15 Five for Five: Crispin Porter+Bogusky’s Top Creative

16:45 - 17:30 Ajaz Ahmed and Rei Inamoto

15:30 - 16:15 imc2: Friends with Benefits

14:30 - 15:15 AOL: The ReCalibration of Form and Function Online

17:30 - 18:15 Hill & Knowlton Addiction: What Brands Can Learn from Angry Birds?

17:30 - 18:15 Facebook: Social by Design

17:30 - 18:15 kirshenbaum bond senecal + partners: Collective Engineering

16:30 - 17:15 Fleishman-Hilliard: Social Mobile Marketing

15:30 - 16:15 Adobe: Turning the Page

17:30 - 18:50 Naked & LEGO: The Three C’s of Modern Creativity

15:30 - 16:15 SAWA at Cannes Lions 2011 16:30 - 17:15 Diageo: Transforming Marketing, The Client / Agency Model

www.adobomagazine.com

17:30 - 18:15 ACT Responsible: How to Create a Successful Public Service Campaign ...

May-June 2011

PHILIPPINES’ YOUNG LIONS REPRESENTATIVES

2011 CANNES LIONS PRIMER

Philippines’ Young Lions at Cannes

The Philippines has two teams ready to make their mark at the Young Lions Competition in Cannes this June.

picked out of twenty-six teams competing at the Young Kidlat Competition held in Boracay.

Team PANA Philippines, with Justine Ferrer and Angeline Go from Del Monte Philippines will be competing at Cannes’ Young Marketers’ Competition. The team was selected out of thirteen teams that competed at PANA’s Brand Camp last April at Manila Hotel.

At the Young Kidlat competition, Jeff Thomas and Ramon Alfonso had twentyfour hours to create a campaign for the reproductive health bill. For the Young Creatives competition they will have twenty-four hours (forty-eight for film) to complete a brief issued by client.

At PANA Brand Camp, teams were challenged to create a brief on Human Trafficking following a presentation by anti-human trafficking advocate group, Called To Rescue. The Del Monte team’s brief identified government officials and their passivity - as the root of the human trafficking problem. Their call to action was to pressure and fire, underperforming politicians and government officials.

Both teams have budding infant lions, with Go and Thomas having been with their respective companies for less than a year.

At one point they were already getting on each other’s nerves. “We felt like such losers with 10 briefs and 5 insights. We conducted our own FGD, called a friend, a daughter of a politician. I never thought self-doubt could make you win,” revealed Ferrer.

Last year’s Team PANA saw success last year when they brought home the Silver Award for the very first Young Marketer’s Competition. For the Young Creatives Competition, Mela Advincula and Nonie Tobias of Leo Burnett Manila took home the silver for Print last 2007. First place winners of Young Lions get free registration and accommodation at next year’s Cannes International Festival of Creativity.

Her teammate Go, however, knew they were on the right track. “I felt we had it, but the fear was not being able to convey it well,” she stated. Much like the Brand Camp challenge, the team is given twenty-four hours to create a brief and present it in five minutes in just eight slides for Cannes’ Young Marketers Competition.

The Team from Publicis Jimenez Basic, Jeff Thomas and Ramon Alfonso, will be competing at the Cannes’ Young Creatives Competition. Thomas and Alfonso were

For updates on the Cannes Lions and other international, regional and local festivals, follow adobo magazine on Facebook (Adobo Magazine) and Twitter (@adobomagazine).

May-June 2011

Publicis JimenezBasic’s Ramon Alfonso and Jeff Thomas.

Del Monte Philippines’ Justine Ferrer and Angeline Go with Raoul Panes and Melvin Mangada.

Subscribe to our SMS alerts (Philippine mobile users only) and to our email newsletter by sending your name and contact details to info@adobomagazine.com.

www.adobomagazine.com

LOCAL NEWS

www.adobomagazine.com

KIDLAT AWARDS 2010

May-June 2011

KEVIN RAMSEY RESIGNS

Kevin Ramsey resigns from Publicis Two regional heads of Publicis Worldwide have revealed their plans to quit the agency. Kevin Ramsey is to resign from his regional CEO post while Mark Ingrouille is set to step down from his role as CEO for Thailand and Asia-Pacific director of business. Ingrouille first made his resignation known in January followed by Ramsey the following month. Ingrouille is expected to remain at the agency until at least September, while Ramsey is said to stay until the end of the year.

REGIONAL NEWS

Regional Newsbrief

role. Jean-Yves Naouri has been appointed as executive chairman of Publicis Worldwide. Sources believe the Asia-Pacific head role may be dissolved altogether.

Ramsey joined Publicis Worldwide in January of 2010 after being the president and CEO of McCann Worldgroup Asia-Pacific and CEO, McCann Worldwide Group Japan until August 2009. Ingrouille also served as McCann’s Southeast Asia area director at that time. Their departures follow news at the end of March that Richard Pinder, the chief operating officer of Publicis Worldwide, was to leave the advertising network after five years in the

The Integer Group expands to Mumbai, Singapore and Sydney The Integer Group announced that it will open offices in Sydney, Singapore and Mumbai to serve both its existing network client base and to capitalize on the growing demand for its global shopper marketing capability. The new offices will complement the existing Integer Group agency in Shanghai and the dedicated shopper team established some time ago in TBWA\ Hakuhodo in Tokyo, bringing together a network of five Asia Pacific offices and close to 100 dedicated staff. The Integer Group in Asia Pacific will launch with a number of local clients across the network including Insurance Australia Group, Procter & Gamble, Pacific Brands, GlaxoSmithKline, MARS and Michelin. The new Integer Asia Pacific network is led by Dan Paris, who takes up the new position of Regional Managing Director of The Integer Group Asia Pacific. This regional appointment is a promotion from Paris’ current role as Managing Director of TBWA\ Group Singapore – a role he has been in since 2006. The Singapore office will serve as a hub for The Integer Group offering across Southeast Asia. Inaugural LongXi Festival of Minds comes to Macau in August The first LongXi Festival of Minds launches in Macau on August 21 to 23, announced Tomaz Mok, Peter Soh and Jimmy Lam, three of the four founders of the LongXi Creative Awards. LongXi , the celestial seal of the royal dragon, is the only cross-market Chinese language advertising creative awards being included into two global annual creative rankings – the Gunn Report and the Big Won. Until now, LongXi was only an annual creative award, with judging and seminars by its juries in cities such as Hong Kong, Shanghai, Beijing, Hangzhou, Chongqing, Xiamen, Guangzhou, Urumqi, Taipei, Singapore and Kuala Lumpur.

May-June 2011

www.adobomagazine.com

REGIONAL NEWS

Regional Newsbrief

Street football gets a boost from Tiger Beer International beer brand Tiger puts a fresh spin to street football with the launch of the Tiger Street Football competition in Singapore, China, Malaysia, Thailand and Vietnam in partnership with ESPN STAR Sports’ event management arm. iris Singapore is the creative agency behind the campaign. The 182 teams competing in Tiger Street Football will be made up of not just consumer teams of aspiring footballers, but will include some of the world’s best street footballers from top football nations who will pit their skills against the winning consumer teams in matches at the local competitions as well as compete in the Grand Finals. The prestigious lineup includes street football teams from England, Brazil, Spain and Argentina. Throughout the entire competition season through to the Grand Finals, winners will be able to bring home attractive cash prizes totaling about US$80,000 plus Tiger beer.

Beacon Communications tops “THE CUP” Japanese agency Beacon Communications K.K. garnered the prestigious 2010 GRAND CUP at a gala awards ceremony in Istanbul, Turkey last March 12, for its Yubari City Project 2009. Established in 2007, the Inter continental Advertising Cup (ICAC), or better known as “THE CUP” is given to a select few chosen from the winners of regional advertising festivals ADFEST, FIAP and Golden Drum, with ADC*E, Art Director’s Club of Europe as a participating member. The jury selected from the 145 awardees, granting 27 small CUPs and one Grand CUP. 10 CUPs went to works entered through ADFEST, eight to works entered through ADC*E, six to works entered through FIAP and three to works entered through Golden Drum. This is the second year an entry from ADFEST has won the GRAND CUP. Last year, GT Inc Japan won for its “Love Distance” campaign for Sagami Original Condom.

BBH ASIA PACIFIC BRINGS TREASURES TO THE OUTDOORS

BBH Asia Pacific brings treasures to the outdoors

Orchard Road’s lamp posts have been sporting weathered sails lately as part of BBH Asia Pacific’s latest campaign for “Shipwrecked: Tang Treasures and Monsoon Winds” at the new ArtScience Museum in Marina Bay Sands. The exhibition is jointly organized by the National Heritage Board, the Arthur M Sackler Gallery, Smithsonian Institution, and the Singapore Tourism Board. Considered one of Southeast Asia’s most important and oldest marine archaeological finds from the 9th century, the exhibition showcases the largest quantity of Chinese trade goods and luxuries from the Tang Dynasty that China has ever discovered. The cargo, carried from China by a 9th century Arab dhow, was found near Indonesia’s Belitung Island in 1988. The exhibition banners, made of weathered masts, complete with life-sized replicas of the real ship’s sail were individually handcrafted from scratch, from the authentic rope rigging to the tattered holes. As part of the broader campaign, a series of underwater posters, with the call to action to “Discover Asia’s Sunken Past” have been

www.adobomagazine.com

May-June 2011

placed at the bottom of some of Singapore’s most popular community swimming pools, the first use of public swimming pool space for advertising. The pool posters replicate some of the Tang Treasures that once lay on the original cargo floor some 1,000 years ago. The BBH outdoor campaign will also see installations at Dhoby Ghaut MRT and the Singapore Visitors Centre on Orchard Road. Print advertising has also been running parallel in both the English and Chinese dailies.

Creative Director: Shawn Loo Creative Director: Noel Yeo Art Director: Adrian Chan Copywriter: Douglas Hamilton Art Director:Kittitat Larppitakpong Producer: D’or Tey Head of Print Production: Michelle Tan Head of Print: Peter Chee Business Director: Adrey Low Account Director: Lesley-Anne John Account Executive: Sidharth Tuli Planning Director: Fredrik Sarnblad Account Planner: Huiwen Tow

KIDLAT AWARDS 2010

May-June 2011

LOCAL NEWS

www.adobomagazine.com

REGIONAL NEWS

CHINA NAD PHILIPPINES LEAD ASIAN WINNERS AT AWARD / SINGAPORE’S FAVORITE AD

China and the Philippines lead Asian winners at AWARD The Australasian Writers and Art Directors Association (AWARD) Awards were presented in Sydney on February 28, ending Circus, the threeday festival of commercial creativity. Erik Vergroegen of Goodby, Silverstein & Partners San Francisco led 90 judges from across the region, including Tay Guan Hin of JWT South East Asia, jury chair for Print, Poster, Outdoor & Ambient, in the selection of winners from over 2000 entries. Six golds were given out, evenly split between Australia and New Zealand. Asia produced six silver and 20 bronze winners from nine countries, led by the Philippines with two silvers and three bronzes, China with one silver and four bronzes and Indonesia with eight bronzes. BBDO Guerrero/Proximity Philippines won two silvers for the “Lola Techie” campaign for Bayan and for the “Postcards/Business Cards”

for the Department of Tourism. Adding to the Philippine total were two bronzes for Bates 141 Manila's “Vote for Kids” for Tulakabataan and another bronze for DM9 JaymeSyfu's “Rollercoaster” for Mini. DDB China Group bagged a silver and bronze in Design for “Green Pedestrian Crossing” for China Environmental Protection Foundation. Ogilvy Beijing's “DHL From to-Europe” for DHL took home a bronze as did Leo Burnett Shanghai's “Supor Non-stick Pans” for Zhe Jiang Supor, and Ogilvy Shanghai's “Red Flag” for The North Face. Leo Burnett Hong Kong was awarded one silver, while Thai production house Illusion won two. Japan had two bronzes courtesy of Beacon Communications and O&M. Leo Burnett Malaysia and Bates 141 Taiwan received one bronze each. Indonesia received eight bronzes, all for Y&R Jakarta's “Books” campaign for LG Mobile.

DDB China “Green Pedestrian Crossing”, CEPF

BBDO Guerrero / Proximity Phils. “Lola Techie”, Bayan

Family, football and the funniest

Singapore’s favorite ads In the international category, CLM/BBDO’s World Cup-themed “Oh Africa” for Pepsi won Gold, followed by BBDO Guerrero/Proximity Philippines’ “Laddie.” “We were the only business-to-business service to be featured,” noted BBDO Guerrero/Proximity Philippines’ chairman and chief creative officer David Guerrero. “So a good night for the network and a great result for our clients.” Carlsberg’s “Probably the Best Goal Celebration” came in third. 01

Singapore’s leading broadcaster MediaCorp revealed the winners of the Viewers’ Choice awards for commercials as voted by the public. 20 finalists chosen through a media research survey of 200 respondents from 5,000 eligible ads, then aired over Mediacorp TV channels.

In the local category, Leo Burnett Singapore’s “Father & Son” T.V. spot for the Ministry of Community Development, Youth and Sports (MCYS) “Filial Piety” campaign won Gold. This is the agency’s second Viewers’ Choice Gold in a row, and the third time that the MCYS has won.

Audiences voted their top ads via SMS over seven weeks.

“The team behind this piece of work, on both the client’s and the agency’s side of the business, are extremely proud of what we’ve accomplished

www.adobomagazine.com

May-June 2011

across the television spot and the rest of the integrated campaign -- where the campaign has received over nine million impressions on Facebook,” said Chris Chiu, group ECD, Leo Burnett Group Singapore. “To know that it’s connected with Singaporeans and to have them vote as they obviously have done is simply indescribable.” Silver went to Promote Mandarin Council’s “Noemie” campaign. Canon Singapore’s “Fascinate the World” came in third among the locally produced ads. The top local and international Gold awardees received US$50,000 worth of airtime on MediaCorp channels.

CLM/BBDO “Oh Africa” Pepsi

WHAT MAKES THIS ASIAN AGENCY ROCK?

REGIONAL NEWS

What makes this Asian agency rock? Words: Mia Marci

Bates141 Manila gave a rocking party to welcome heads of Bates141 from Malaysia, Singapore, Indonesia, and Vietnam. The Southeast Asian heads came together in Manila for their second regional meeting to discuss regional plans for the agency network. The first regional meeting was held last year in Jakarta. David Meredith, the agency’s regional leadership for talent was also present at the meeting.

Shubhabrata Sarkar, head of Bates 141 Indonesia, says, “What’s nice about Bates Jakarta is being able to slot ourselves in a place that allows us to be in the same club as the big multinationals. We get internationalism from a smaller size agency, so the value of their business is pretty important to us. We can help other business to scale up. It’s a win-win situation. We need to maximize that.”

Bates141 is known as WPP’s change agency, especially focused on the Asian region. While under one name, each Bates141 branch has a character of its own. The different heads of each ASEAN branch took some time out of the conference room to give us a bird’s eye-view of what makes their branches tick.

John Ng of Bates 141 Singapore describes their local market to be interesting. “It is very progressive, very competitive. Singapore has that extra challenge because you need to be ahead of the game all the time.” He was just six weeks in as head of Bates141 Singapore at the time of the interview, but was enthusiastic about the task ahead. “I’ve got great people there. We’ve got experienced people leading a young team who come in with a lot of passion and ideas. Because they’re young, they can also teach the older folks new tricks. This is something not usually seen in traditional agencies.”

Tue Nguyen, head of Bates 141 Vietnam describes their office as being all about the people. “Business is all about people, You get the right people in place, we bond with the team and play often. I don’t like the hierarchy where the boss is the boss. It’s a sense of teamwork, it’s very tight that way.”

Fatt Weng Wong of Bates 141 Malaysia describes the agency as moving towards a different era, their specialty being activation. “We’re good at activating shopper activities. We do a lot of work in engaging the shoppers in trial, sampling, events.” Some of the agency’s challenges? “We need to do more - we need to look at how to develop that into pockets of opportunities, and how to be a center of excellence.” Back in Manila, Bates141 Manila is back on its feet after the recent departure of their executive creative director, Joey Ong. James Bernardo from Ogilvy has since filled in the position. “James Bernardo’s joining the team as the new ECD, brought about renewed creative energy and vigor.” says Angel Antonio, CEO of Bates141 Manila. On how the Philippine branch is doing Antonio says, “The Philippines is seen as the expert in Experiential and On-ground Marketing. We are also known for being a good source for talent.”

May-June 2011

“Now that we [Bates141 Manila] have amassed a strong and impressive list of clients via won pitches and project assignments in the past, critical task is to start converting this per-project pieces of business to true accounts for real management of their communication needs.” Overall, says David Meredith, “We believe there are a lot of similarities and synergies that we can put together in the markets.” Together with regional ECO Sonal Dabral, Bates 141 in Southeast Asia is poised to make the regional network known to the world.

01 John Ng, David Meredith, Tue Nguyen, Fatt Weng Wong, Angel Antonio and Shubho Sarkar

www.adobomagazine.com

REGIONAL NEWS

AXE POLICE CAMPAIGN / KICK ASS EVENT FOR DIESEL

Creative Juice\Sil rewards notoriety with “AXE Police” campaign really like bedroom confessions. We’re glad that the clients are brave enough to accept our crazy ideas.” Following the same line of cheeky humor AXE is known for, the first new brand activation campaign in Malaysia by Creative Juice\Sil is called “The AXE Police.” It featured hot policewomen who are out to find and fine men suspected of possessing “The AXE Effect,” but end up getting seduced by these men instead.

Unilever Malaysia has appointed Creative Juice\Sil to develop three integrated campaigns in 2011 for its AXE body deodorant, the world’s most popular male grooming brand. Sa’ad Hussein, Creative Juice\Sil’s managing director, stated, “AXE has always been a dream brand to work on. The brainstorm sessions were

In continuation of AXE’s previous activation campaign, the policewomen wrote down their contact numbers on summons issued to the dangerously-seductive suspects. The recipients of the summons then had to “give themselves up” on the “AXE Most Wanted” list on the AXE Malaysia Facebook fan page via a seductive pre-recorded voice message. Tanya Teng, brand manager for Unilever Malaysia commented, “We struck up a good rapport with

the agency. It helped that we shared the same excitement and dedication to make the campaign a success.” The suspect with the highest votes and best confession walkws away with a one-year entry pass to the popular night-club, Zouk. Nine other winners were awarded an iPhone 4.

Ad title: “AXE Police” Agency: Creative Juice-Sil Sdn Bhd Advertiser: Unilever (Malaysia) Holdings Sdn Bhd Executive Creative Director: Sa’ad Hussein Associate Creative Director: Joseph Anthony Art Director: Wong Kai Ming Copywriter: Neo Ming Yi Designer: Kann Lee, Zachary Yeo General Manager: Irene Ho Group Account Director: Judy Wong Account Executive: Tammy Tan

G2 Japan creates a Kick Ass event for Diesel Do you have what it takes to literally be kicked in the ass all day? For its “Kick Ass Hall” event for Diesel sneakers, G2 Japan released want ads for Assers, whose backsides would be kicked during the Nagisa Music Festival. The call for well-paid Assers (JPY50,000 or US$590) generated huge buzz and became the top story in three categories in mixi news, the largest social networking site in Japan, fulfilling the teaser’s objective to be talked about in Japan’s online space. More than 4,960 applications for Assers were received.

Asser on a slider and win Diesel sneakers, if the Asser stops at a designated spot. The campaign garnered online and print PR mileage equivalent to over JPY30-M online and print. In addition, 3,300 Tweets were also received during the campaign phase.

“Kick Ass Hall” was envisioned to created buzz by communicating through unconventional means that Diesel footwear is meant for “kicking ass.” In line with Diesel’s “be stupid” attitude, G2 Japan set up a space where participants could kick the

CREDITS Agency: G2 Japan Client: Diesel Japan Campaign: Kick Ass Hall Executive Producer/ Executive Creative Director: Ichiro Ota Creative Director: Yasushi Arikawa Senior Producer/Account Director: Hideki Ida Event Producer: Shintaro Kurushima (SUN DESIGN)

www.adobomagazine.com

May-June 2011

KIDLAT AWARDS 2010

LOCAL NEWS

Adobo Calendar New York Festivals 2011 International Advertising Awards Final deadline is Jan. 28, 2011 Main Event: May 6th, 2011 New York city www.newyorkfestivals.com

One Show Design May 9, 2011 New York City www.oneclub.org/os

Art Directors Club May 10, 2011 New York City www.adcglobal.org

The One Show May 12, 2011 New York City www.oneclub.org/os

Asian Marketing Effectiveness Festival May 12-13, 2011 Pudong, Shanghai www.ame.asia

One Show Interactive May 13, 2011 New York City www.oneclub.org

Clio Awards and Conference May 19, 2011 New York www.clioawards.com

American Advertising Federation’s ADDY Awards June 4, 2011 addyinfo@aaf.org

Tambuli Conference and Awards Entry deadline: March 31, 2011 June 8-9, 2011 University of Asia and the Pacific, Manila www.tambuliawards.com

D&AD Awards Deadline for entries: January 31, 2011 Awards Night: June 16, 2011 Student Awards entries: February 7 – March 11, 2011 London www.dandad.org

The 16th Graphic Expo and 2nd Photo-Video Expo June 16-18, 2011 SMX Convention Center, Mall of Asia, Manila Philippines www.fmi.com.ph/

Cannes Lions International Advertising Festival Cannes, France June 19-25, 2011 www.canneslions.com

Philippine Marketing Association’s National Marketing Conference June 23-24, 2011 Sofitel Philippine Plaza Manila philippinemarketing.net.ph

Asian Publishing Convention Bangkok, Thailand July 7-8, 2011 www.publishingconvention.com

IPA Effectiveness Awards November 9, 2011 London www.ipaeffectivenessawards. co.uk

Manila Design Week August 1-5, 2011 Manila, Philippines www.maniladesignweek.com/

London International Awards November 14, 2011 Troxy, London www.liaawards.com

Long-Xi Festival of Minds August 21-23, 2011 Macau, China www.longxifestival.org/

Philippine Ad Congress and Araw Awards November 16-19, 2011 Camarines Sur, Philippines www.arawawards.com

The 5th Internet and Mobile Marketing Summit 2011 August 25-26, 2011 SMX Convention Center, Mall of Asia, Manila Philippines www.fmi.com.ph/

Spikes Asia Advertising Festival September 18-20, 2011 Suntec, Singapore www.spikes.asia

adasia 2011 New Delhi October 31 – November 3, 2011 Taj Place Hotel, Dellhi India www.adasia2011.asia

NXTSTAGE Hollywood International Awards November 8, 2011 Hollywood, USA www.NxtStage.net

May-June 2011

www.adobomagazine.com

REGIONAL NEWS

MCCANN WORLDGROUP TRANSFORMATION

A transformation agenda for McCann Worldgroup

01 01

One of McCann Worldgroup’s several new logos

Charles Cadell

With a new logo emblematic of the changing face of the agency network, McCann Worldgroup has embarked on a new route towards a “transformation agenda” on the local, regional and global levels. Beginning with the agency identity, developed by Futurebrand, a play on various binaries – analog and digital, fire and smoke, flowers and bees,

www.adobomagazine.com

to name a few – it is evident that this transformation is an interplay of extremes, drawing from the networks’ past and the impending future. On his recent visit to Manila to formally announce the leadership changes at McCann Worldgroup Philippines, Charles Cadell, regional managing director, McCann

May-June 2011

Words: Abby Yao

Worldgroup SEA and Australia, sat down with adobo to discuss the structural changes within the agency network and its refreshed focus on collaboration. He described McCann Worldgroup Philippines is a “star operation across Asia” and expressed his excitement for the local team.

Innovation and Performance. Flowing from these pillars are new measures of performance, a chief technological officer who makes decisions at the same level as the managing director and chief creative, changes in remuneration and contracts, and the drive to own intellectual property (IP).

Cadell joined McCann in January after three years at Lowe India, a stint he describes as the toughest thing he has ever done because of the complexity of the market and the culture. He was brought in by Nick Bryant, who came to McCann as global CEO last year. Cadell has only the highest esteem for Byrant whose mandate is to turn around the network after a streak of global accounts losses.

Tools to be employed include an awards show strategy that remains true to its McCann roots, with business efficacy as its driver and zero tolerance for scam; a quarterly review of creative work, where each piece will receive an evaluation score; and the monetization of IP, which is expected to make up 30% of profit in three years’ time.

The first of these changes have been implemented in the business focus and in the reporting structure. “A Worldgroup employee such as myself and such as anyone from the regional or global perspective, is absolutely focused on delivery whether it comes to Healthcare, MRM, Momentum and McCann,” explained Cadell. “This structure now means that McCann is just one of the Worldgroup families but it’s not a predominant player. That’s a pretty tremendous shift for the culture of McCann.” “This is backed up by an organizational structural framework and a matrix management where there are two thick line reports. One is to the regional and global Worldgroup and one is to the local discipline, which basically equalizes these contexts. This then allows for a collaborative environment,” continued Cadell. The three pillars in the transformation agenda are Creativity,

“Basically we believe that whether it is in content – a film, promotion or an actual mobile app or a piece of a software which we built or technology solutions for a business problem – increasingly we will own that IP. We will earn money not just on a commission on the idea; we will earn money on the fair fact that we created it, we produced it and we own the rights to it,” said Cadell. The agency expects to produce results very soon, as the reorganized global team is now complete and the regional teams are almost set. The bar is set high – the different agencies under Worldgroup are expected to be either best in class in markets where they exist. Otherwise, they will be shut down in those markets. Cadell cites talent, growth and digital as the region’s biggest challenges, all of which applicable to the industry as a whole. But this is McCann’s Year of Transformation and the 22% growth expected in Australasia in the next two years may just be within reach.

REGIONAL NEWS

EARTH HOUR AND EARTH DAY 2011

Earth Hour and Earth Day 2011

Can digital and mobile save the planet?

01 02

Volkswagen “Globe” Red Urban BBDO/Proximity Singapore “Candle Hour app” WWF

Leo Burnett Singapore developed the 60+ iPhone app, which provides a list of easy-to-do acts that users can do to help the planet. After taking part, users can check-in their acts right away earning them achievements, which can then be shared among their friends on their social networks. Individual, and global contributions can be tracked - leading to an Earth Hour that goes beyond the hour. The next phase will see the addition of game center support to promote this and to encourage more competition among friends.

Earth Hour and Earth Day may be separate events, but on this planet, every minute counts to help save a dying world. Agencies turned to apps and humor for the Earth Hour switch-off last March 26. WWF’s Earth Hour, now on its fifth year, has spread from Australia to the rest of the globe. The global project encourages everyone to switch off the lights and turn off the electricity for one hour. Leo Burnett Sydney switched off seriousness with a funny WWF Earth Hour spot. The “Moths” campaign employed a comical moth infestation story that demonstrated why you don’t want to be the only one with the lights on during Earth Hour. No moths were harmed in the making of the commercial, although they arrived in great numbers to

admire the brightly lit film set in the remote Australian location, showing their support and providing truth to the idea. The TV campaign was supported by print and outdoor materials. BBDO/Proximity Singapore and Leo Burnett Singapore created separate mobile phone apps for Earth Hour free for downloading at the iTunes store. BBDO/Proximity Singapore, in association with mobile app developer, Monterosa, conceptualized and built the WWF CandleHour app, which turns the user’s iPhone into a virtual candle in symbolic support of Earth Hour. Functionalities include an Earth Hour reminder before the event and a geo-location feature that plots participation across the globe. Participants can also share via Facebook and Twitter.

Although the Catholic Bishops Conference of the Philippines wanted to move Earth Day, April 22, because it coincided with Good Friday, it went on elsewhere in the world. For Earth Day, Volkswagen Canada showed that a little air in their tires can make a big impact on the environment. “Globe,” a 30-second television ad developed by Red Urban features a slowly inflating globe, with the message that “By checking our tire pressure regularly, we could save 24 million litres of gasoline a day.” The ad is part of the Volkswagen’s worldwide “Think Blue” program, which is based on the notion that environmental protection and automotive progress should go hand-in-hand. Under the umbrella of BlueMotion Technologies,

May-June 2011

Volkswagen aims to use the technology to cost-effectively reduce CO2 emissions and pollutants. Closer to home, OgilvyEarth, Ogilvy & Mather’s sustainability practice, released its “Get Going with Green: Closing the Sustainability Gap” study in China. Findings showed difference between what people say they are doing around sustainability and what they are actually doing, and revealed the reasons why they hold back. The study also outlined 10 actionable future pathways for behavior change. On the digital front, Yahoo! AsiaPacific search keyword statistics showed that the recent Japan nuclear crisis heightened nuclear power awareness. Keyword search volume related to nuclear crisis increased 784 times in Southeast Asian countries with Malaysia recording the highest of 78,400% for its topmost keyword search “Japan nuclear,” within the first week of the nuclear crisis. In the Philippines, “Chernobyl disaster pictures,” “Chernobyl disaster” and “Bataan nuclear power plant” were the most-searched keywords and grew by 18,000%. The biggest challenge remains turning this concern for the earth into action, showing that an hour and a day are steps in the right direction, but a long way from a lifetime of earth acts.

www.adobomagazine.com

100

REGIONAL NEWS

DDB CHINA GROUP / GOAFEST 2011

DDB Greater China Group to restructure for greater integration

Following the creation of DDB Greater China Group in January, president and chief executive officer Dick van Motman has announced several significant changes to its management structure. Under the new changes, every office will be headed up by a president – whose responsibility is to drive integration across disciplines while building on the agency’s momentum and maximizing growth potential.

In addition to the newly created roles of office presidents, DDB Greater China Group will also put in place a leader by discipline (RAPP, Tribal DDB), reporting directly to Dick van Motman to highlight the digital focus of the Group’s business.

Gearing, currently managing director of RAPP China, will be promoted to vice-president, RAPP Greater China; and Tim Schlick in Shanghai and Milo Chao in Beijing will be co-heads of Strategic Planning, DDB Greater China Group.

Jesse Lin, currently managing director of DDB Shanghai and vice-president of DDB China Group, will be president of DDB Group Shanghai; Richard Tan, currently managing director of DDB Guoan and vice-president of DDB China Group, will be president of DDB Guoan Group, Beijing; Simone Tam, currently managing director of DDB Hong Kong, will be president of DDB Group Hong Kong and Guangzhou; and Roy Soetanto, currently managing director of DDB Taiwan, will take on the role of co-president DDB Group Taiwan along with Sheena Jeng.

Furthermore, Teo NeeChuan will be elevated from chief financial officer of DDB China Group to director of operations, DDB Greater China Group. Jit Hoong Ng will take on the role of digital development officer Greater China in addition to his ongoing responsibilities as managing director of Tribal DDB Shanghai.

Eric Phu, currently managing director of Tribal DDB Hong Kong, will be promoted to vicepresident, Tribal DDB Greater China; Ross

DDB Greater China Group consists of five offices (Beijing, Shanghai, Guangzhou, Hong Kong, Taipei) and four brands (DDB, DDB Guoan, RAPP, Tribal DDB).

Dick van Motman

Ogilvy and Mudra lead at Goafest 2011 Goafest 2011, the sixth edition of India’s largest advertising festival and awards festival, themed “Ideas Are All Around Us, Can You Spot One?”, was held at Zuri White Sands Resort in Varca, South Goa last April. The much-awaited Abby Awards were handed out with the Media Awards on April 8 and the Creative Awards on the following day. Mudra Communication bagged the most number of metals – 37 metals, which includes two Golds, 13 Silvers and 22 Bronzes. The Golds won by the agency for its campaign “Rubik’s Washing Machine” for Electrolux Machine in the Printcraft category , under Print Advertising and Below The Line.

Leo Burnett India went home with nine Bronzes, eight Silvers and three Golds in Radio for the brands Saathi, Bajaj Exhaust Fans and HP Racer 4. Two Golds were given out to McCann Erickson for work for Videocon Zeus and Happydent Waves, both under the category of OOH & Ambient. Moreover, the agency won three Silvers and eleven Bronzes. Contract Advertising India garnered a total of 14 metals, which includes 11 Bronzes and three Silvers for two of their Cadbury Celebration ads under Integrated and Radio categories and for Del Monte Sauces in the Printcraft category.

Ogilvy & Mather’s integrated entry “IMC” for Cadbury Dairy Milk gave the agency the sole Grand Prix for the year. In addition, Ogilvy & Mather also bagged five Golds, eight Silvers and 16 Bronzes.

Aside from the usual Abby awards, Goafest 2011 also embraced the Festival of Media, Montreux, who hosted the categories “Best Communication Strategy” and “Best Contribution To A Campaign By A Media Owner”. Two of Mediacom’s ads – Gold for Volkswagen Polo and Silver for Skoda Yeti – also won Best Communication Strategy and will represent India in the Festival of Media 2011.

www.adobomagazine.com

May-June 2011

There were no awards given for Best Contribution To A Campaign By A Media Owner. The festival also hosted the first Olive Crown Awards for responsible communication, which was dominated by Dentsu, which was named the Green Agency of the Year. Goafest 2011 was organized by the Advertising Agencies Association of India (AAAI) together with the Advertising Club Bombay (ACB).

Y&R SIN AND BEACON COMMUNICATIONS TOKYO LEAD ASIAN NYF WINNERS

REGIONAL NEWS

101

Y&R Sin and Beacon Communications Tokyo lead Asian NYF winners

Leo Burnett Manila’s WWF “Sea Creatures” wins Bronze

adidas “SKYCOMIC”, TBWA\ Hakuhodo

02/03

WWF Phils. “Sea Creatures” Leo Burnett Manila

Asia received three Gold, 16 Silver and 12 Bronze World Medals in this year’s New York Festivals (NYF) International Advertising Awards announced last May 5 in New York City. NYF is now on its 54th

year of honoring the “World’s Best Advertising”. Japan leads the Asian medal tally with two very strong campaigns from competing brands Nike and adidas.

“Nike iD. Generator Harajuku” by Beacon Communications k.k. received two Golds and three Silvers, while “adidas SKYCOMIC” by TBWA\Hakuhodo won two Silvers and three Bronzes. Y&R Singapore scored Asia’s third Gold, with its Mint Museum of Toys campaign, which also won two Silvers and two Bronzes. Eight Asian countries split the Silvers. China and Hong Kong are even with two Silvers and a Bronze each. All of China’s medals were for DDB China Group’s Green Pedestrian Crossing for the China Environmental Protection Agency. Leo Burnett took Hong Kong’s two Silvers for IKEA “Trailer” and “Organic Poo” campaign for Organic Town; McCann Worldgroup received the Bronze for “Future Daily on April Fool” for Metro Daily. Malaysia has a Silver from Dentsu Young & Rubicam’s “Tin Mining/ New Culture/Mother of Pearl” campaign for Penang Global Tourism, and two Bronzes for the New Straits Times “Perspectives” campaign by McCann Erickson, both print campaigns. Daehong Communications’ “What % of your love is lacking?” for Lotte Chilsung received a Silver and a Bronze for South Korea, which 601bisang added a Bronze to for its self-promotion “Year of the Smart Rabbit 2011”. Indonesia and Thailand have a Silver, with Y&R Jakarta’s “Long winding stories” in Print for LG Electronics and Euro RSCG Bangkok’s “Nature” print ad for Reckitt Benckiser.

Nirvana Films for Kerala Tourism’s “Your Moment is Waiting” spot and for Leo Burnett Manila’s “Sea Creatures” print campaign for WWF, respectively. Other Philippine finalists were DM9 JaymeSyfu’s “Rollercoaster” for MINI in Outdoor, “Burn Bag” for Total Nutrition Corp./GNC Burn 60 in Collateral, and “Cinema” single print ad for Pharex, as well as the full Pharex campaign “Center of Attention” in Print; Campaigns & Grey’s “Face” for Cetaphil, also in Print; Y&R Philippines’ “Sign-off Static” for Colgate in TV/Cinema, and “Heart Shirt” for the Ninoy & Cory Aquino Foundation in both Public Service and Collateral; and Leo Burnett Manila’s “Cook” for Coca-Cola Export Corporation’s Samurai energy drink in the Art/ Technique category. The Executive Jury awarded a total of 37 Gold, 134 Silver, and 249 Bronze World Medals in this year’s competition. BBDO was awarded Network of the Year; Leo Burnett Sydney was named Agency of the Year. The NYF Lifetime Achievement Award was presented to ad legend Keith Reinhard, Chairman Emeritus of DDB Worldwide. The NYF Living Legend Awards were presented to director Bob Giraldi and to commercial film editor Bob Carr. No Grand Award winners were awarded this year. The prestigious World’s Best Idea was awarded to Wieden + Kennedy Amsterdam’s “Write the Future” for Nike.

India and the Philippines have a Bronze World Medal each, to

May-June 2011

www.adobomagazine.com

102

REGIONAL NEWS

BUSAN AD STARS FESTIVAL / JWT MANILA EARNS AME NOD

Busan AD STARS festival enters fourth year is free and the grand prize winners receive a cash prize. The organizers target 6,000 entries from 45 countries this year.

Think of a seaside city with a film festival and an advertising award show. It’s not Cannes; it’s closer to home. Busan, known for the Pusan International Film Festival, also hosts AD STARS, the international advertising festival now on its fourth year. AD STARS 2011 will be held at the Busan Haeundae Grand Hotel and in nearby venues from August 25 to 27, 2011. Aside from being in Asia, what sets this festival apart? First of all, entry

This year’s jury will be chaired by former WPP Worldwide Creative Director Neil French. “I was surprised to be asked because it must be 10 years since I was in Korea. Obviously I am grateful and very flattered,” said French. To a question about the evaluation, he answered, “We will all agree on the criteria we most value, and then it should be easy sailing.” Asian jury members confirmed so far are Y&R China Chief Creative Officer Nils Andersson, Tribal DDB Shanghai Executive Creative Director Chris Jones, JWT South East Asia Regional ECD Tay Guan Hin, Ogilvy One India Executive Creative Director Graham Kelly, Bates 141 Asia Head of Creative Sonal Dabral, Y&R Indonesia Head of Art Jerry Indrajaya, Cheil Worldwide Executive Creative Director Thomas Hong-tack

Kim, PostVisual (South Korea)Co-CEO Euna Seol, Ogilvy & Mather Creative Director CK Tan, BBDO Guerrero Executive Creative Director Brandie Tan and TBWA\Asia Creative-at-Large John Merrifield. Joining them in the jury are are Kempertrautmann (Germany) Global CD for Audi Christian Fritsche, Leo Burnett Sydney Creative Group Head Michael Canning, Droga5 Sydney Partner and Head of Strategy Sudeep Gohil, and Casanova Pendrill Creative Director Alejandro Ortiz. Eligible entries for AD STARS 2011 must be produced and run between January 2010 to July 30, 2011. Deadline for submission is on June 15, 2011. Visit www.adstarsfestival.org for details. 01

Neil French

JWT Manila’s man of mystery earns Asian Marketing Effectiveness nod finalist. The campaign is shortlisted Most Effective Use of Interactive Marketing category, alongside eight other campaigns from Australia, China, Hong Kong, Japan and Malaysia, including another Nokia N8 campaign by Wunderman/ AGENDA. “Pier Roxas” baffled the public when it debuted in October. Eight short film interpretations of his story, all filmed using the N8, were presented in December, with one winner announced on December 15.

The Asian Marketing Effectiveness Festival 2011 has released the shortlist for this year’s awards. The festival received a total of 858 entries for this year’s awards, double 429 entered last year and an all time high for the Asian Marketing Effectiveness awards, now on its 9th year as the

largest and most prestigious effectiveness awards in the region.

www.adobomagazine.com

May-June 2011

From the 111 entries from 11 countries shortlisted in 17 categories, JWT Manila’s “Pier Roxas” campaign for the Nokia N8 is the sole Philippine

Australia, China, Hong Kong, India, Thailand and Singapore lead over a dozen countries from the region in the awards shortlist. Winners will be announced at the awards gala dinner of May 13 at the Pudong Shangri-La hotel in Shanghai, the culmination of the two-day Asian Marketing Effectiveness Festival organized by Cannes Lions and Haymarket Asia.

KIDLAT AWARDS 2010

LOCAL NEWS

103

March 17-19, 2011 Phuket, Thailand

A Brave Leap Forward With the theme “JUMPSTART,” the 14th Asia Pacific Advertising Festival (ADFEST) in Phuket, Thailand, held last March 2011 was about new beginnings and giving the region’s young ad men the much needed lift of inspiration and learning. Sans festival and award ceremony in 2010 because of the turbulent events in Bangkok that limited the events to a judging session in Tokyo, ADFEST welcomed change in 2011 while retaining the “Made in Asia” spirit.

The festival’s first Phuket outing was a fresh start for the organizers of ADFEST, who were accustomed to Pattaya, their longtime home. Despite the adjustments, the atmosphere of the new venue gave the festival the right balance, laid back and exciting at the same time. Judging from the tell-tale tans, not a few enjoyed a dip in one of the several pools or even went M.I.A. to explore the islands and sample the street food.

May-June 2011

www.adobomagazine.com

104

ADFEST 2011

No neckties necessary Close to a thousand delegates attended seminars by day, award presentations and outdoor parties at night. ADFEST, traditionally dominated by Japan in attendee numbers, could have had an SRO audience had the Japanese registered delegates come in full force (only 30% attended after the tragic earthquake and tsunami in the country). The seminar program included sessions on branded entertainment, creativity outside advertising and a Contagious trend briefing. The Fabulous Four new directors 2010 and 2011 had the chance to show off their work on the big screen; a whole day was devoted to production talks. On the last day, the ADFEST jury presidents opened up in the Magnificent Seven discussion and this year’s Grand Jury president Washington Olivetto presented his agency as a case study before the last awards of the festival were handed out. De rigueur at the Grand Ballroom of the luxurious Mövenpick Resort & Spa Karon Beach: flipflops, sundresses and shorts – excellent for walking inside the sprawling Mövenpick complex. The resort hosted the poolside Welcome Party on the first of three party-filled nights. The simultaneous Aussie South Sea Party, the bash of Thai production house Bullet on the beachfront and the chilled-out Kodak party at Sand Bar made for an interesting night of mingling and networking. The After Party on Karon Beach, complete with fire dancers, drummers, a DJ and sky lanterns capped the celebrations. Although the music and lights were turned off at exactly midnight, this did not stop revelers from enjoying each other’s company for as long as the alcohol kept flowing--and there was plenty. The big winners With 2,758 entries, comparable to 2010 levels, and new Promo and Lotus Roots categories, ADFEST is slowly getting its groove back. But winning is not only in the numbers. McCann Worldgroup Mumbai, for example, submitted a staggering 143 entries but did not land in the Top Five winning agencies. The second highest submitting agency Dentsu Inc, Tokyo received the most awards, with 14 metals to its credit. Radio was the weakest category, without any Gold or Best of Show from the 121 entries submitted.

OVERVIEW

Hiroshima Peace Memorial Centre, as well as Agency of the Year Dentsu Tokyo’s “Japan Bullet – Zing! Thunk!” promotion for its London office opening exhibition, which won Gold in Design, and its Promo Gold winner “Uniqlo Lucky Line.” This year’s breakthrough entry was Masashi & Qanta & Saqoosha & Hiroki Tokyo’s “Mirror/ Utsushi Kagami” promotion for the band SOUR, which was awarded Best of Show in both Cyber and Design categories, as well as an INNOVA Lotus. No simple music video, the entry is an interactive online takeover that harnesses the user’s social networks and geolocation. DDB Singapore led the island’s winners; Hong Kong had its share of Golds from various agencies. JEH United and BBDO Bangkok raised the flag for Thailand.

SPECIAL AWARDS Network Agency of the Year DDB Group Advertising Agency of the Year Dentsu Inc., Tokyo Direct & Promo Agency of the Year Clemenger BBDO, Melbourne Interactive Agency of the Year Wieden & Kennedy, Tokyo Advertiser of the Year NIKE Film Production House of the Year Phenomena Bangkok Young talents bloom Pakistan’s Young Lotus team composed of Karachi’s Maheen Minai of Pirana Advertising and Ogilvy & Mather Lahore’s Umair Anwar bested 17 other pairs for the Young Lotus title. The young creatives had 24 hours to make a film based on a brief for Pepsi Refresh, the Pepsi initiative in which the money the company would have spent on Super Bowl ads go into grants awarded to ideas submitted online.

Japan led the pack once more in digital as well as design, particularly in creating extraordinary experiences. Proof of this are Hakuhodo Tokyo’s “Smash,” Best of Show in Direct and Grande Innova, and Grande Lotus-winning work for

Copywriter Chan Hock Liang and art director Ng Bee Nee of Grey Kuala Lumpur won the Young Lotus Delegate’s Choice award, as voted by delegates at ADFEST, winning over the Pakistani entry by a very narrow margin and costing TBWA\ Asia Pacific creative-at-large John Merrifield a few beers following a bet he announced publicly. Rounding out the top four teams are

www.adobomagazine.com

May-June 2011

the duos from Sydney and Shanghai. This year’s competition was handled by TBWA, which sent its top creatives, including TBWA\Santiago Mangada Puno’s Melvin Mangada, as mentors. Only three entries were submitted to the New Director category, which were awarded Gold, Silver and Finalist. The Gold Lotus went to TYO Inc. Monster Division’s “Dad’s Love” for Sunshine Sakae. Young creatives will have more opportunities to learn next year, as D&AD has partnered with ADFEST for the ADFEST + D&AD Academy in March 2012, which will subsequently tour three other Asian cities. The professional development program will allow creatives to find the root source of creativity and remove blocks to creativity. Creative Detox will be open to small groups of around 30 participants and will be held simultaneously with next year’s festival. But no one knows where that will be. ADFEST President Jimmy Lam was candid about the pros and cons of Phuket. The size and cost of the venue imposes limits that Pattaya did not have, keeping the festival from reaching the critical mass and influence that it could have on an entire generation of admen. But if this is hello and goodbye for Phuket, ADFEST should have no regrets. Phuket served its purpose: to jumpstart the festival. Wherever it goes next, the only thing it will need is for you to come.

ADFEST 2011

COLLAGE

105

Lotus trophies aglow

ADFEST president Jimmy Lam moderates the Magnificent 7

Leo Burnett Thailand’s Sompat Trisadikun and Leo Burnett Asia Pacific’s Jarek Ziebinski

JEH United’s Jureeporn Thaidumrong lights up a sky lantern

McCann Hong Kong’s Spencer Wong and Dentsu’s Akira Kagami

Karon beach

Welcome Party at Movenpick poolside

JWT/XM’s Valerie Cheng and Farrokh Madon

Louise Upperton, Kazoo Sato, Andy Blood and John Merrifield of TBWA\

Mr. & Mrs. Sonal Dabral

AKQA’s Johan Vakidis

03 04

May-June 2011

www.adobomagazine.com

106

ADFEST 2011

PHILIPPINE WINNERS

The luckier seven The Philippines plucks seven Bronze Lotuses at ADFEST 2011 Expectations were running high before ADFEST 2011 started. Manila sent 224 entries to the festival, making it the fourth top-submitting city after Tokyo with 449 entries, Mumbai with 382 and Bangkok with 356. The seven Bronzes from four Philippine agencies are sobering reminders that much needs to be done to get back to last year’s victorious Best of Show win by Ace Saatchi & Saatchi for its Vespa campaign. While the Top Three submitting cities are also in the Top Five awarded cities, Manila received only seven metals—all Bronzes—and was thoroughly eclipsed by cities that were not even in the Top Five in submission such as Melbourne with 18 awards and Singapore with 17. Would it be fair to say that the performance is below par? Without even looking at Japan, Singapore or Australia, the harvest appears comparatively meager--BBDO Bangkok alone has more metals than the combined haul of the Philippines. Still, seven is a lucky number, with four agencies sharing the metals and two more reaching the shortlist.

PHILIPPINE METAL TALLY BRONZE

FINALIST

ACE SAATCHI & SAATCHI BATES 141 MANILA BBDO GUERRERO / PROXIMITY PHILIPPINES DDB DM9 JAYMESYFU LEO BURNETT MANILA TBWA\SANTIAGO MANGADA PUNO

1 0 2 2 2 0

3 1 1 2 1 2

TOTAL

AGENCY

Other Philippine finalists were TBWA\Santiago Mangada Puno’s sequel to its Boysen Paints “Flowers” series, “Jellyfish” and “Snail” from the “Creatures” series in Print Craft Lotus; BBDO Guerrero’s map package “Euro Lane Box” for FedEx in Design Lotus and “Lottery” PSA in Film Lotus, and Bates 141 Manila’s street children campaign “Vote for Kids” for Tulakabataan in Direct Lotus.

Leo Burnett Manila was the first Philippine agency to take home Bronzes for Samurai energy drink “Night Watchman” and “Cook” in Print Craft Lotus. The latter execution was also a finalist in the Press category. Five other Bronzes were announced on the last night of the festival. BBDO Guerrero/Proximity Philippines’ Saridon doppelganger campaign “Persistent headaches: Butcher/Carpenter/ Laundry” for Saridon picked up Bronze in Poster Lotus. The “Carpenter” execution also won a Bronze single.

Also in Poster Lotus, Ace Saatchi & Saatchi’s “Candy Clown” for Tiger Biscuits picked up Bronze. The two other posters in the series, “Candy Minotaur” and “Candy Reptile,” were named finalists, as was the entire “Scary Sweets” campaign. In Press Lotus, DM9 JaymeSyfu’s Pharex campaign “Center of Attention: Cinema/Opera/ Lecture”, in which chairs are repositioned to convey the cougher’s dilemma, received a Bronze, as did the “Opera” single. The “Cinema” ad from the same campaign was likewise a finalist in both Press and Poster.

www.adobomagazine.com

01 02 03

May-June 2011

DM9 JaymeSyfu “Opera” Pharex BBDO Guerrero/Proximity Philippines “Carpenter” Saridon Leo Burnett Manila “Cook” Samurai

PINOYS AT ADFEST

ADFEST 2011

107

BBDO Guerrero’s Brandie Tan with DM9 JaymeSyfu’s Eugene Demata, Gogie Sinson and Louie Sotto

David Guerrero, WMcCann’s Washington Olivetto and the Gunn Report’s Donald Gunn

Team Tamaraw Philippines with the Australian Young Lotus team

Nonie Azores, Don Sevilla, Nina Jimenez, Jess Villaruel, RJ Ferrer and Noel San Juan

Ace Saatchi’s Andrew Petch with the LIA ladies

adobo’s Angel Guerrero and Creative Juice Bangkok’s Thirasak Tanapatanakul

Leo Burnett Malaysia’s Tan Kien Eng, adobo’s Abby Yao, and BBDO Thailand’s Somkiat Larptanunchaiwong

The DDB Philippines contingent

DM9 JaymeSyfu creatives with director Thierry Notz

May-June 2011

www.adobomagazine.com

108

ADFEST 2011

TOP WINNERS SHOWCASE

Best of Film Lotus Title: Sorry Thailand Advertiser: The Positive Network Agency: JEH United Co. Inc.

Best of Outdoor Lotus Title: Green Pedestrian Crossing Advertiser: China Environmental Protection Foundation Agency: DDB China Group / DDB Shanghai

www.adobomagazine.com

May-June 2011

TOP WINNERS SHOWCASE

ADFEST 2011

109

Best of Poster Lotus Title: RIOT Advertiser: The New Straits Times Press (M) Berhad Agency: McCann Erickson Kuala Lumpur

Best of Press Lotus Title: Coin Landscapes : Mountains/ Landmarks/Road Advertiser: Penguin Books Singapore (Rough Guide Budget Travel Guide) Agency: DDB Singapore

May-June 2011

www.adobomagazine.com

110

ADFEST 2011

TOP WINNERS SHOWCASE

Best of Cyber Lotus Best of Design Lotus Title: Utsushi Kagami’ (Mirror) Advertiser: Zeith.,Ltd / SOUR (Utsushi Kagami’ (Mirror)) Agency: Masashi Kawamura / Qanta Shimizu / Saqoosha/Hiroki Ono

Best of Promo Lotus Title : UNIQLO Lucky Line Advertiser : UNIQLO Agency : Dentsu Inc.

www.adobomagazine.com

May-June 2011

TOP WINNERS SHOWCASE

ADFEST 2011

111

Grande Lotus Roots Title : Peace Shadow, Recreating The Memory Advertiser : HIROSHIMA PEACE MEMORIAL MUSEUM Agency : HAKUHODO Inc.

Grande Innova Lotus Title: Smash: Born To Be Destroyed Advertiser: Kâ&#x20AC;&#x2122;s Japan (Smash) Agency: HAKUHODO Inc.

May-June 2011

www.adobomagazine.com

112

ADFEST 2011

PHILIPPINE WINNERS SHOWCASE

PHILIPPINE WINNERS

BRONZE POSTER LOTUS Title: Persistent Headeaches (Laundry / Butcher / Carpenter) Advertiser: Saridon Agency: BBDO Guerrero / Proximity Philippines

BRONZE PRINT CRAFT LOTUS Title: Night Watchman, Cook Advertiser: Samurai Agency: Leo Burnett Manila

www.adobomagazine.com

May-June 2011

PHILIPPINE WINNERS SHOWCASE

ADFEST 2011

113

BRONZE PRESS LOTUS Title: Center of Attention (Cinema / Opera / Lecture) campaign Advertiser: Pharex Agency: DM9 JaymeSyfu

BRONZE POSTER LOTUS Title: Candy Clown Advertiser: Tiger Biscuits Agency: Ace Saatchi & Saatchi

May-June 2011

www.adobomagazine.com

114

ADFEST 2011

ADFEST JURY VIEWS

Grand Jury President washington olivetto Chairman & Chief Creative Officer WMcCann, Brazil

The quality of the job and the jury was very interesting. There were no politicians. The majority of the work was very serious but had a sense of humor. Not boring. I was very impressed also with the culture. I am totally fascinated with local cultures. I come from

Brazil in South America where we have different languages and the advertising uses the character of the local culture. And I feel this is the same opportunity given the context and content of the ads. We can say that Japan has more pieces, but it also has tradition. You

say Thailand is doing brilliant things. We saw some individual commercials and some are really, really new. Innovations that are totally integrated with the world of the Internet. And the Grand Prix is a mechanical object...

There were not so many exciting works for Film unlike the previous year where we had many great works. In the end, we were quite happy with the results that received metal. We had many categories that didn’t even have finalists. But in some categories, we had a long shortlist. The categories where we had more shortlisted were Social Engagements and Public Service.

The Internet Film category is very tough technically also because most of them have very long format and we have to watch it from the beginning to the end. It’s a very interesting way to communicate the brand with a medium where you cannot talk much about the brand but you need to make a film that the viewer would want to see it through from the beginning to the end. For Best

of Film, we awarded Shangri-la from Hong Kong and “Sorry, Thailand.”

Film Lotus & Radio Lotus Jury President Jureeporn thaidumrong Founder & Executive Creative Director JEH United, Thailand

www.adobomagazine.com

May-June 2011

For Radio Lotus, we have some interesting work from around Asia but it’s not that great, not up to Gold standard. We have a few Silver and some Bronze. I think in general, no country was more outstanding than the other. Pretty much on the same level.

ADFEST JURY VIEWS

Outdoor Lotus Jury President Sheung Yan Lo Chairman, JWT Shanghai Executive Creative Director JWT North East Asia

Every country has its own interpretation on how to do a great outdoor, the most conventional medium. We unanimously picked the “Green Pedestrian Crosing” as the Grand Prix. The message is about using your own mode of transportation--walk more so that the world will become greener. The impact actually carries down the line especially when the poster becomes something that you can come to see in a museum and appreciate.

ADFEST 2011

115

is a wall with a lot of stickers. People can put down their wishes on the stickers and then this train will 300 kilometers per hour and at the end of the destination the sticker is still there. The last Gold goes to more conventional poster campaign done by Singapore alongside the bus stop for Rough Guide. It is really eye-catching and it leaves an impression.

The Gold from Korea is for Super Sticky Post-It. Stick in Korean also means pass. High school students go to the temple, pray and try to stick a coin on the wall. If it sticks that means you pass the exam. Using this cultural insight, they invited people to get on a train. Outside of the train

Press Lotus & Poster Lotus Jury President David Guerrero Chairman & Chief Creative Officer BBDO Guerrero / Proximity Philippines

It felt like Print was the most democratic medium open to every team in Asia, compared, let’s say, to Cyber. Press and poster remain a substantial force in people’s lives. Print still commands a big share of client budget, especially in developing markets. For Press, from 349 entries, we only got to three Gold. We unanimously gave Best of Show to “Coin Landscapes”

coming from Rough Guide from DDB Singapore. Folded up paper money is often used in ads. Much more rarely do we see coins. They did this in a relevant way for the budget travel guide. We came down to two Gold awards from the 377 Poster entries. The Best of Show was for Malaysia’s No. 1 newspaper, New Straits Times. We thought that it took a

May-June 2011

commonplace strategy about newspaper – to claim the great depth of analysis – and had a new way of visualizing it. We felt that it was a great achievement in this category. Overall we didn’t feel it was fantastic year. This region has a lot to live up to in this category and I think that we need to do more to sustain that on a global level.

www.adobomagazine.com

116

ADFEST 2011

Direct Lotus & Promo Lotus Jury President Tan kien eng Chief Executive Officer, Leo Burnett Group, Singapore & Malaysia

ADFEST JURY VIEWS

Great pieces of work were trying their luck in different categories. We went through a lot of discussion about whether the entries were actually Direct or Promo work. One distinct difference is that Promo is a lot more tactical, quick and dirty. Direct is not just about shortterm conversion but also longterm relationship. There was a close tie between Uniqlo and Bundaberg Rum, the promotion that got people to buy six-packs for a chance to win a god-like view of the game on a hanging sofa. I’m not sure how they resolved the toilet break issue but people enjoyed it. Third Gold is for a frying pan--a giant frying pan with people dressed up as prawns, fish and vegetables and so on rollerblading up and down. It’s just amazing. The Grand Prix, Uniqlo, created huge hype for

Cyber Lotus Jury President Satoshi Takamatsu Founder & Chief Creative Director Ground, Tokyo

This year in Cyber, a lot of works truly connected to the social networks, not only in the Best Use of Social Networks sub-category but in almost all sub-categories. The Best of Cyber was voted by all seven jury members, with no negative comments. It’s a musician’s promotion video for the band SOUR. The title is “Mirror,” in Japanese, “Utsushi Kagami.” The musician and the record company didn’t have much budget to promote their

www.adobomagazine.com

May-June 2011

a series of store openings in different countries. They got people to queue up outside the store virtually. There was a flaw in the video but thank God that there were certain people in the room who experienced it. When you sign up, you can find your friend on the queue and have a chat and post on your Facebook—these helped you talk about the store opening. You also got a discount coupon and a lucky draw for limited edition goodies.

taught people how to smash the guitar. The beauty of that piece is you don’t look at it and say whether it is print, outdoor or activation--just pure immersion into the whole brand activity. That is the best, when you don’t feel like it is advertising at all.

To be honest, the traditional Direct pieces were very weak. We awarded slightly less than half in Direct compared to 2010. The Gold for Direct was “Smash” from Hakuhodo Tokyo. Everybody felt “I wish I did it.” They used real engagement to get people to come in and try the guitar. They have a Smash school and

new song so they decide to ask some genius creative team to make something unbelievable. You will see Google search, Google Maps, your Twitter timeline, your Facebook page, and your face on the webcam. Your family’s faces. Your friends’ faces. All of them are integrated. I have seen promotional videos that connect to Google Street View and Twitter and Facebook but I’ve never seen all of them integrated into one piece.

Three years ago, super high tech [work] could be awarded the Gold. Right now, what is important is how well they could communicate with people. So this year we did not award anything just with technology. Always look at the relationship and what is communicated with it.

ADFEST 2011

ADFEST JURY VIEWS

Design Lotus & Print Craft Lotus Jury Member Sonal Dabral Regional Executive Creative Director Bates 141 Asia

What we thought was Gold a couple of years back is maybe just a finalist now. The standards are rising so fast. The first Print Craft Gold that we gave out was for “House,” “Office,” “Laboratory”, creating a thumbprint for an isometric security system. The second Gold that we gave out was for typography, made by an agency in Shenzhen. The sense of great design, great craft is spreading across Asia. The third Gold went to DDB Singapore for their Rough Guide campaign.

117

The third Gold went to an exhibition that was done by Dentsu for their office opening in London. It was an exhibition on Japanese technology, but again, the entire design experience of starting from this Japanese origami paper piece into an augmented reality experience through your phone.

In Design, the final three Golds that emerged were of really high quality. The marrying of technology and beauty coming out of Japan form great interactive and exquisite experiences. The first Gold was for “Mirror”, a music video experience that was created for a band.We also gave it the Grand Prix because it touched thousands of people who could be part of this immersive band experience. Another Gold Lotus was for the Tamiya calendar, which can be assembled like Tamiya into wall clocks, war machines and soldiers.

Film Craft Lotus & New Director Lotus Jury President Ram Madhvani Partner & Director Equinox Films Mumbai

One of the things that I am very interested in is the voice of a country. And though it is not my job as somebody who is judging film craft to be looking at the voice of a country, I do believe that Thailand has a voice that was discovered four or five years ago. And I’m beginning to see a voice from Malaysia. It’s very rare to find people not resulting to humor. And

I warned the jury before then that let’s watch out for the universal joke. Of course we must award it but we must be careful. Is it really the film or the psychology of seven people acting as an icebreaker? The film that we awarded was called “Lucky Dog.” One of the great things about that film is that it’s not a cheap film. It’s an expensive film and it is heartening to see that it was money well spent. We have other Golds, but they were Golds for directing, for cinematography, for campaign, so there are actually many different Golds here. And one of the films that I think has good cinematography was something from Hong Kong for Shangri-la Hotel. It’s an incredibly hard film to photograph and it is entirely

May-June 2011

and totally cinematographydependent. One of the things that we were very disappointed in was when they mentioned the New Director award. But the three entries that we had in the New Director award, they were all excellent entries. We awarded Gold, Silver, and finalist. And it’s fantastic that all three were so good. And that makes me want to become a new director myself because they were incredibly good work. More new directors need to enter ADFEST. The real reason why they should enter is that we as a jury want to award and motivate new people.

www.adobomagazine.com

118

ADFEST 2011

ADFEST SEMINARS

Projects, Not Campaigns! A peek into what’s next words by Nina Jimenez, Associate Creative Director, TBWA\Santiago Mangada Puno “What’s in it for the audience?” Paul Kemp-Robertson, the founder of Contagious magazine asks. The days of referring to people as consumers, and believing that they do just blindly consume, are over. The traditional way of doing things is dead (or at least here in the Philippines, dying). This is the moment we’ve been given to think things over and it’s very exciting. Advertising, he says, needs to be useful, relevant and entertaining. It’s about engagement, not reach and frequency. For brands, integration, and not ingratiation, is the key. In a country where basketball teams are named after hotdog and milk brands instead of places, one would think that “brand integration” would seem irrelevant. But Paul Kemp-Robertson makes several strong cases. Like what Levi’s has done with their “Go Forth” Project. To launch their new work wear, Levi’s worked with Braddock, Pennsylvania, a town on an economic and morale low. “Go Forth” print ads and T.V. spots feature real people from Braddock being ready to get down

and dirty and work. Levi’s has made Braddock the inspirational frontiersman of the U.S. recession. An interesting way to sell jeans. A demo of municipal proportions. He also cited the work that Bing did with Jay-Z’s book Decode. Pages from the book were actually placed on things like New York billboards and rooftops and also digitally placed on areas that

people could locate with Bing maps. People would find the pages, and they were “compiled” in time for Decode to hit stores. And then there was Andes “Friend Recovery,” the Prom Queen of ADFEST. Several speakers cited this, as well as Andes “Teletransporter” as examples. Look them up in Google or YouTube, pass it on, and be part of the project.

360 Degrees is so Friendster words by Nonie Tobias-Azores, Associate Creative Director, DDB Philippines The New Yorker columnist Malcolm Gladwell once wrote, “The revolution will not be Tweeted.” Was he wrong.

Revolution as a compelling example of the power of Six Degree influence. We’ve all heard about the “six degrees of separation theory,” the idea that everyone is approximately six steps away from any other person on the planet. “A friend of a friend of a friend” is used to connect any two people in six steps or fewer.

It only took 18 days for Egypt to topple a 30-year autocratic rule with some help from Twitter, Facebook and YouTube.

In the age of Facebook and Twitter, any piece of news dropped to one person could spread like wildfire to everyone else in his network.

In his talk “A Six-Degree World”, DDB Greater China Group CEO Dick van Motman used the Egyptian

Word-of-mouth has been proven to be the most effective form of media. People actually do searches

www.adobomagazine.com

May-June 2011

on content they personally find interesting and share it with those in their social network. The truth is, people been more open to what their peers are recommending more than what advertisers (like us) are saying. Nowadays, for a brand to resonate and create impact, having “ad value” simply won’t cut it. An advertising campaign should have “share value” – work that people want to participate in, play with and pass on. A great brand doesn’t only gain an audience. It has advocates. The traditional 360 Degree approach of connectivity, wherein

brands leverage all possible channels to connect to the market, may be becoming as dated as Friendster. The Six-Degree approach achieves more pervasive exposure for the brand message by relying on the influence of social connections, which makes it a much more powerful and cost-efficient tool in advertising. So the next time you and I make an ad campaign, we should ask ourselves, “Is it worth a hundred re-Tweets, a thousand likes on Facebook or a million views on YouTube?”

ADFEST 2011

ADFEST SEMINARS

119

A copywriter’s take on “The Elusive Art of Branded Entertainment” words by Patrick Miciano, Associate Creative Director, DDB Philippines Almost a decade ago, BMW launched an online short film campaign called “The Hire.” It featured eight 10-minute films that starred Clive Owen pushing a bunch of BMWs to the brink of automotive carnage. It was action-packed. It was bloody entertaining. It was an ad campaign. Up to this very day, we admen still refer to it as the granddaddy of branded entertainment. Hence, whenever a brief calls for branded content, we automatically look back at “The Hire,” and try in vain to come up with something equally magnificent. But most of time, we come up with utter s**t.

So what exactly are we doing wrong? According to Doug Scott, we simply haven’t realized that the media landscape has changed. With most consumers getting their information from outside of traditional media, we as advertising and marketing practitioners should find new and entertaining ways to get our messages across. In simpler terms: branded entertainment is not always about web episodes or branded T.V. specials. Brands need to be content producers themselves, creating original stories that revolve around their rich histories and ideals. Media buy-ins just won’t make the cut anymore. Instead of buying media, we should simply create it. Consumers are asking for more branded awesomeness so we should

try really hard to give them a good chuckle, sob, or heart spasm. If we pull this off, we might just be able to outdo some of the campaigns which bagged metal at the 2011 One Show Entertainment Awards. My personal favorites: TBWA\ Chiat Day, Los Angeles “Replay” Gatorade “The story behind this campaign is just too epic. Even those who aren’t sports fanatics will be inspired and entertained.”

Obscura Digital, San Francisco “YouTube Play” YouTube “A harmonious blend of digital and architectural artistry. “ To view all the winners, head on to www.oneclub.org/os/ose/ showcase.

Saatchi & Saatchi, Los Angeles “Sienna Swagger Wagon” Toyota “Proof that music video themes can revolve around interesting brand stories.” TDA_Boulder “Social Media Sobriety Test” Webroot “Powered by a funny insight, this social media app gained global recognition in record speed.”

Music Is NOT Subjective words by Brandie Tan, Executive Creative Director, BBDO Guerrero/Proximity Philippines I had the pleasure of meeting Diederik von Middelkoop of Massive Music at the Mövenpick lobby bar before his talk at Adfest. I introduced myself and we spoke about soundtracks for ads. I go: “It’s funny how clients and creatives can have totally different opinion on music for commercials - music is so subjective.” This is where I put my foot in my mouth. Diederik then mentions he’s a speaker at Adfest with the topic “Music is NOT subjective”. The result, these notes from his presentation. Music paradigm There will always be music that will be popular for a time. And some of them will even become music tracks for a lot of our commercials.

Music affects perception Diederik showed footage of a rural landscape with a house in the foreground with one window lit from the inside. He played the same scene over and over using different music to show how different the audience felt every time the music was changed. The scene which was shot in Holland was transported to China when Oriental music was played over it, adding to his point that 50% of film is music.

thinking about music early. Don’t wait until the offline to put found music (often expensive). Only present music you can use or get. Then, keep an open mind -- beware the “demo love.” And finally, call in an expert and use music research.

Beware the “demo love!” “Demo love” is when creatives or clients fall in love with the offline music and can’t seem to approve the newly-scored version. The demo music was even bought by the Nike client, a rare occasion. Diederik ended his talk with a few notes on how to get the right music for commercials: Start

May-June 2011

www.adobomagazine.com

120

ADFEST 2011

ADFEST SEMINARS

Leading the Non-Ad Charge

words by Usagi Ishii, Creative Director, Hakuhodo Inc., Tokyo Creativity is now going beyond advertising and expanding into new fields, into a “nonad” realm. Why? Simple. Empowered by digital technology, consumers have become the “choice makers.” Their thoughts and behavior and creating unforgettable experiences are now more important than ever. Being a People Expert counts today. A specialist on human emotion and behavior motivating people to take action. One of our People Experts, Jin Saito looked deep into wannabe’s insight and came up with a brand new product named Smash, which won the Grande Innova Lotus at ADFEST. Smash is a great-performing guitar for beginners that only cost US$50 so that a player can show off his freshly-acquired skills and then get right into the admirable ritual of channelling their inner Jimi Hendrix and smashing it into pieces.

If someone says “Here’s a guitar,” you might imagine a musical instrument. But if someone says “Hey, this is the Smash!” then everyone will immediately know what to do with it, because the product itself is the communication idea that triggers action.

in Phuket, not only am I grateful but it gives me assurance that creativity and the will to make things happen fuel us to move forward. * This piece was based on the Hakuhodo seminar with the same title during ADFEST.

By the way, even rock is designed to come with sustainability built in today. Send the Smash that has served up its divine purpose to the manufacturer, K’s Guitar, and they will then recycle it and bring it back into this world. By applying creative thinking across a broader spectrum of life, we can help solve issues that corporations, society and people face and help generate more smiles. That said, I believe that creative thinking has the power to bring us out of sorrow, specifically of the devastating earthquake and tsunami that hit Northern Japan on March 11th. As I witness the creative community around the world reaching out to help Japan and remember all those sincere words of encouragement from the participants

Japan at ADFEST 2011

words by Birger Linke, Senior Regional Creative Director, JWT Asia Pacific & Africa The devastating March 11 earthquake and tsunami that hit Japan and the following nuclear disaster dominated the media – and the conversations during ADFEST week. “Japan is suffering like never before,” Usagi Ishii and Toshiya Kono from Hakuhodo note during their presentation “Leading the Non-Ad Charge.” But we are relieved to hear that everyone in the industry is safe. We learn that Hakuhodo’s expertise in people has even been a positive force. Hakuhodo has earned the privilege of calling themselves “people

www.adobomagazine.com

experts,” being the only advertising agency with an in-house research institution – the Hakuhodo Institute of Life and Living. It advocates the concept of sei-katsu-sha – consumers as real, living people, not mere statistics – monitoring consumer needs, food, housing, leisure, access to information. Making use of insights gained through this process, Hakuhodo presented four works by young, innovative creators. One of these case studies is the Adidas giant manga comic strip, which gave the nation’s football team a glorious send-off before the FIFA World Cup. Adidas and the Japan Football Association hit the road for a fiveweek World Cup tour, bringing 13 giant canvases of a comic strip to schools and youth centers in 13 cities.

May-June 2011

Japanese youngsters were filmed and photographed inking in the colors to complete the gigantic manga mural. Cameras attached to balloons documented the results, before the whole campaign went online for the nation to share. Each comic panel featured individual members of the Japan National Football Team along with messages of encouragement from supporters. Each panel made its way to Tokyo’s airport, where it was assembled as an inspirational send-off for the team as they boarded the plane to South Africa. The project engaged the public in a sincere and innovative way. At almost 4,000 square meters, the project even set the Guinness World Record for the world’s largest comic.

If this is can be done for a commercial event, imagine what we can achieve for the people of Japan currently suffering from the aftermath of the earthquake, if we all pull together.

ADFEST 2011

YOUNG LOTUS RECAP

121

Team Tamaraw Young Lotus 2011 words by Mark Peckson, Copywriter, Ace Saatchi & Saatchi Manila Ninoy Aquino International Airport. The building is old. Everything feels yellow, like an aging photograph from the 70’s. We don’t care. We’re psyched. We’re excited like a bunch school girls about to meet Justin Bieber. We fly Thai Airways. Manila to Bangkok. Bangkok to Phuket. The flights are uneventful but the Thai stewardesses are hot. I write an in invitation for drinks on the back of my calling card and give it to the hottest one on the plane. She smiles politely, but never calls. Guess I’m not as “Smooth as Silk.” At Bangkok airport I crack a joke at the security desk pretending to remove my shirt along with my belt. They don’t get it. Only Patrick laughs. We sleep most of the way to Phuket and arrive late at night.

01 Team Tamaraw with fellow Young Lotus contenders

The airport isn’t as nice as the one in Bangkok but it’s nicer than NAIA. We hop on a van to the hotel. We chat with two Israeli ex-soldiers who are traveling for the first time. Patrick calls them Iranians and believes he’s offended them. The van ride feels awkward after that. We arrive at the hotel at 11pm. The place is called The Old Phuket. It’s a “Sino-Portugese-style creation that evokes memories of 19th century Southeast Asia.” It’s gorgeous. We grab a quick Thai dinner by the beach. I fall in love with the seafood sauce. We head back to the room. Patrick sets the thermostat to freezing. I freeze and can’t sleep. He can’t sleep because of my snoring. Touché. We wake early and head to the seminar room. We meet the

other teams. Our opponents. The Kiwi girls are hot. So too are the girls from Japan, Taiwan, Sydney and Thailand. Focus. Eye on the prize. John Merrifield is fully inspiring and intimidating at the same time. His theme for the workshop: Find inspiration from culture and not advertising. Live and let life inspire you. A “Let the world change you and you can change the world” type thang. Awesomely awesome. The rest of the TBWA team give their talks. All are brilliant. All are inspiring. I make so many notes. But I lose the notebook. Doh. We end that day floating on a cloud of positivity and inspiration. The competition looms. But we’re not daunted. The thermostat is set to freeze and we catch an early night. The alarm rings at six and we’re up and about. We’re contenders getting ready for the main event. We’ve got each other’s backs. We’re as ready as we’ll ever be. It’s time to put it all on the line. The brief is for the Pepsi Refresh Project. Make people choose Pepsi over Coke. Because “Every can of Pepsi refreshes the world.” Ding. Ding. Ding. The bout begins. We head down to the beach to brainstorm. Our objective: Disruption. Our shortlist: 1. The new King of Pop - Create a fake Twitter account and get the King of Thailand to mandate that Thai people choose Pepsi.

3. Refresh the World. Refresh Yourself - Sell Pepsi on the beach. Buyers get a free massage from yours truly. We settle on No. 3. It’s executable in a short amount of time. And it won’t get us arrested. We buy a whole shelf of Pepsi cans. We stuff the cans in my backpack, add ice and start approaching strangers on the beach. All say no. Guess no one wants a massage from a random dark dude and a big hairy guy with a massive backpack full of Pepsi. Time is running out. We switch gears. We offer Pepsi to people from different countries. We record them drinking a can then saying their country is refreshed. We shoot several then realize that the whole thing is s**t. Panic. It’s 5:00 P.M., the sun is fading. It’s okay. We’re not out of this yet. We rush back to the room and back to the drawing board. We come up with a concept: The Chosen One. One can in the whole world. The one who buys it wins $10,000,000. The catch: The money ain’t for you. Spend it in your own way to refresh the world. We slave all night. In the toilet. It’s the only room with a plug for the laptop. The sun soon rises and it’s time to submit. We’re zombie-fried but confident and proud of our work. All entries are shown. All are amazing. In the end Pakistan’s hand is raised the victor. We did our best. We have no regrets. A lot can happen in two days. We’re glad it’s over. And we’re ecstatic we experienced it.

2. Pepsi Persuade - Persuade all hotels and restaurants on our street to sell Pepsi alone.

May-June 2011

www.adobomagazine.com

122

DIGITAL NEWS

Digitalscape ThumbMOB launches mobilefirst social network mig33 in the Philippines Social applications and games developer ThumbMOB Philippines Inc. brings mig33, the world’s largest mobile-first community, to the Philippines. mig33 brings the entertainment functionality of avatars, virtual gifts and games to this large feature phone market – something ignored by the leading social networks. The mig33 community has over 47 million users worldwide, more than 1 billion chat messages exchanged daily, and over 4 million virtual gifts purchased and given every month. ThumbMOB has localized the mig33 mobile client to make it more familiar and user-friendly to Filipinos. ThumbMOB Philippines Inc. is backed by telecommunications, media and technology conglomerate Information Capital Technology Ventures, Inc (ICTV).

MRM Philippines masters Google AdWords MRM Philippines, the digital relationship marketing discipline of McCann Worldgroup, now holds the most number of individually certified Google AdWords professionals in the country. Ten out of the 15 team members recently passed the Fundamentals and advanced-level exams covering search, display, reporting & analysis. As individually qualified AdWords Professionals, members of the MRM accounts and production team are now equipped with specialized knowledge in Google AdWords, ads are placed in Google partner sites and display networks, widening the scope of MRM clients’ ad placement in relevant sites online.

STUDY SHOWS HOW THE FORTUNE 50 USE MOBILE

Study shows how the Fortune 50 use mobile

Increased mobile usage as the primary digital tool that people and businesses used to communicate is the main finding of the new study by public relations agency BurstonMarsteller in cooperation with Proof Integrated Communications. "Fortune 50 Use of Mobile: If You've Got It, Flaunt It" unfolds the attachment of companies to mobile communications like SMS/ text messaging, video calls, voice calls and their restraint to highlight their mobile tools on their corporate sites despite the advancement in mobile technologies such as sending email, surfing websites, transferring bank funds, purchasing products and services, streaming a movie, and QR codes. According to the study, only 39% out of 62% of the Fortune 50 companies who have mobile websites, mobile applications, mobile payments and QR codes publicize their mobile offering on their corporate websites. Other findings include: Mobile–optimized websites: 38% of the Fortune 50 have mobile-optimized websites wherein users can make purchases, renew memberships, sign up for text alerts, get insurance quotes,

www.adobomagazine.com

May-June 2011

locate repair facilities and communicate with investors. Examples are Costco, State Farm, and Dow Chemical. Mobile applications: 58% of the Fortune 50 corporations are most likely into developing mobile applications; the leading brand is iPhone with 58% followed by Android with 32% Blackberry with 26%, and iPad with 8%. Transactions, not just information: 43% of companies’ mobile websites and applications allow users to transact and interact with stakeholders. Some mobile websites include Home Depot, Bank of America and Walgreens. SMS/Text Message marketing: 70% of mobile users use SMS/text messaging but only 22% of Fortune 50 companies use SMS/text messaging. Walmart uses text messaging to send notifications and alerts, Target sends text alerts with bar codes for redeeming promotions and Johnson & Johnson uses text messaging to provide updates to consumers. Take a picture: QR codes: 22% of Fortune 50 companies are using QR codes. QR codes refer to a matrix barcode with information encoded usually in URL form.

E-COMMERCE POSSIBILITES ON EBAY PHILIPPINES / SXSW IN SESSION

DIGITAL NEWS

123

The Online Marketplace

E-commerce possibilities on eBay Philippines Brand eStores can then be leveraged on the brand websites or social media channels as well.”

eBay Philippines has revealed that it quietly began operations on its first-ever group buying site in the Philippines and expressed openness to e-commerce possibilities for brands eBay is the largest online marketplace in terms of value of goods and number of users. It has had a presence in the Philippines since 2004, run out of an office in Mumbai, India. Abhimanyu Lal, business head of eBay Philippines says, "For brands keen to tap an eCommerce-savvy audience for their products or services, eStores on eBay Philippines are a great channel. The

eStores have been set up by brands such as Nokia in India. While the Brand eStores are not expected to slash prices, the brand's presence helps it become more visible and can inform consumers of the products that are available without having to leave eBay. Lal also demonstrated Kuponan, eBay's first foray into group buying sites. Kuponan debuted in December and has had various successful deals, allowing it to compete with over 20 group buying sites in the Philippines. Among the more popular ones are local Groupon partner Beeconomic, Buyanihan, Deal Grocer, Ensogo and Cash Cash Pinoy.

Entrepreneurship Summit to encourage female sellers to join the site. There are 750,000 registered eBay users in the Philippines as of December 2010, but only 5-10% of the 3,000 sellers locally are women. eBay hopes to get a significant percentage of the Philippine’s projected value of e-commerce, which is expected to rise this year by 9.3%. Deepa Thomas, eBay Philippines’ corporate communications senior manager, adds, “We plan to bring charity fundraising in a big way to eBay Philippines. Around the world we've raised about US$54-M for charity last year. This year we hope to get started to work with NGO’s and sociallyforward corporates to auction celebrity items on our site for charity.”

In addition, eBay Philippines announced its support for local entrepreneurs, particularly women, during the Go Negosyo Women

SXSW In Session One way to get a glimpse of the future is through SXSW, or South by Southwest. The conference, held annually in Austin, Texas, is the world’s biggest conference on film, music, and interactivity. As the Barbarian agency describes it in its online primer, “You can run into the founder of a major web company next to an unknown blogger next to the dude who runs IT for Morgan Stanley.” It is also the venue for the next big thing to hit the Internet. Foursquare debuted at SXSW 2009, and now enjoys tremendous public success. What could be the next social media tool? Hashable looks poised to take the mantle by allowing people to update who is meeting who, in addition to where they are. Even the agencies are in on the interaction. TBWA covered the conference through their website, keeping up with panel updates, check-ins, and most overheard buzzwords at the conference.

Ogilvy and Mather gathered a team of group facilitators, especially visual note leaders who covered the SXSW events with thought pictures. Other participants are also encouraged to submit their own visual notes via the Ogilvynotes tumblr site. R/GA offered some good tongue-in-cheek fun with Social Media Hell where users take the path to of “hell” by way of Tweets and Foursquare. JWT gave out meaty sandwiches from the popular local deli, Salt Lick. JWT North America CEO and worldwide digital director David Eastman, and senior technology editor Kyle Monson were also part of the panel on “Brand Journalism: The Rise of Non-Fiction Advertising.” The future is sooner than you think. And that is why agencies have to get in on the action. 01

SXSWXTBWA

May-June 2011

www.adobomagazine.com

124

SIDE DISH

MAE DICHUPA, COUNTRY MARKETING MANAGER, NIKE PHILIPPINES, INC.

Side Dish Mae Dichupa Country Marketing Manager Nike Philippines, Inc. What don’t people know about the company you work for? Some people think I watch basketball games for a living. I guess this is a good a time as any to clear that up and that I actually do work at a desk and have deadlines to meet. How do you encourage out-of-the-box thinking at work? By making it the expected. If you don’t think out-of-the-box you and your work won’t get noticed. In a very competitive industry you have to be disruptive and you can’t be disruptive unless you take risks.

www.adobomagazine.com

What do you wish your agency could do better? I have a very good partnership with my agency and it may not be perfect but I value it. What campaigns are you proudest of? “Give us this day” Pacquiao vs. dela Hoya, “My Game” documentary in Fall 2007 and the recent “Force of Nature” Pacquiao campaign. What campaigns of other brands do you wish you had done? I feel fortunate to be working on the campaigns I work on. I can’t complain. If I weren’t in this field, I’d be... In the arts. If I worked in an ad agency, I would... Like to work on the Nike account.

May-June 2011

How are you changing the world? One sports dream at a time. Name three things you can’t live without. Phone, rosary, lip balm.

Prior to her current post as country marketing manager, Mae Dichupa was assistant manager for Marketing Communications and PR/Energy Manager at Nike Philippines. She has also worked as senior consultant and later, Nike account director at Ogilvy Public Relations in the Philippines, handling clients such as Nike, Kodak, Mazda and American Express. Mae took up Communication at the Ateneo de Manila University and completed her Master’s degree at Boston University, majoring in Public Relations.

DIGITAL NEWS

WIEDEN+KENNEDY IS WEBBY AWARDS AGENCY OF THE YEAR / DELL TOPS SOCIAL BRANDS

125

Wieden+Kennedy is Webby Awards 2011 Agency of the Year BBDO Guerrero earns only Philippine nomination

The International Academy of Digital Arts and Sciences awarded the 2011 Webbys in over a hundred categories. This year the Webby Awards received nearly 10,000 entries, the most in its history. Wieden + Kennedy (W+K) topped the tally, receiving six Webbys including the coveted Agency of the Year, four of these for the humorous and witty Old Spice "Smell Like a Man, Man" Integrated Campaign, but more so for the “Responses” campaign, which won in the Best Use of Social Media, Viral Marketing and Best Writing categories. W+K London’s “The World’s Smallest Stopmotion Character Animation” was People’s Voice Winner in the Animation category. Instant mobile solutions landed R/GA a Webby for Converse in the Augmented Reality category, integrating the capabilities of mobile phones to simulate a virtual fitting room for shoes, and social media platforms to share the experience. Les 84 and faberNovel on the other hand did

a highly commendable job of transforming the Monet 2010 Grand Palais Exhibition into a virtual and interactive art gallery, winning for them a Webby in Best Use of Animation or Motion Graphics, while Goodby, Silverstein & Partners created a virtual digital media museum, giving the agency the Webby award in the Art category. Agency winners include DDB Paris, TBWA\ Vancouver, Publicis Modem, Proximity Colombia, TBWA Media Arts Lab, BBH New York and BBDO New York, among others. FedEx "Our Changing World" was one of only five Asian finalists at the prestigious 2011 Webby Awards and the only one from the Philippines. BBDO Guerrero is the creative agency for the interactive website, a collaboration with BBDO New York, which handled account management, and developer Grow Interactive. Nominated in the Corporate Communications category, the FedEx Changing World website centers on a web experience that puts global business trends and insights at visitors' fingertips.

BBDO Guerrero, BBDO New York Grow Interactive “Changing World“ FedEx

W+K London “Dot” Nokia

Dell tops Social Brands 100 rankings With social networking sites on the rise, brands in the market are also riding the tide, prompting social media specialist company Headstream to come up with the Social Brands 100 list, unveiled online in March. An examination of the five different types of social media outposts revealed that 99% of the brands in the list are active on Twitter, making it the most popular online outpost for social brands. Only 22% of the ranked brands use geo-location services such as Foursquare and Gowalla and of these, 45% are inactive. Technology dealer Dell, followed by Nike Plus, Starbucks, Giffgaff, and Best Buy UK as the Top Five brands who were able to engage effectively with a connected group of people.

It may be remembered previously in 2005, Dell suffered blows as journalist and blogger Jeff Jarvis sparked the so called “Dell Hell” on his blog enumerating his frustrating dealings with the said brand. However, with the upturn of events, Dell has started to innovate and listen to its consumers, which later on made Jarvis state in his BusinessWeek article that “Dell has leapt from worst to first.” According to Headstream, a brand’s ability to engage with a connected group of people is demonstrated by displaying three important social principles: the willingness to actively listen and respond to what people care about; demonstration of appropriate social behaviors that are compelling, true, authentic, and transparent; and the ability to create a win-win relationship with individuals.

May-June 2011

Headstream conducted the research over three months from November 2010 when nominations were crowd-sourced on Twitter. Researchers quantitatively evaluated about 30,000 Tweets, posts, comments and “likes” to provide the Social Engagement Score (SES) while an independent panel of experts scored each brand and social media monitoring partner Brandwatch provided social media data analytics which represented the Expert Panel Score (EPS). Both scores were then added to find the final Social Brand Score which are used to rank the brands.

www.adobomagazine.com

126

digital news

immap & mma mobile marketing conference 2011

The Market is Mobile

Is your brand mobile yet? Words: Camille Tambong

a moving fashion. That is, to interact with consumers using devices closest to them, such as cell phones. With the rise of smart phones and feature phones in the worldwide market today, the mobile medium can be expected to be more effective with engaging the consumers to the brands in the next couple of years.

The future is in mobile. Marketers are rushing to adopt this fastgrowing medium, hence the need for a venue to discuss the possibilities of the platform. The Internet and Mobile Marketing Association of the Philippines (IMMAP) and the Mobile Marketing Association (MMA) Philippine Council held a successful two-day conference with the theme “The Market is Mobile: Can Your Brand Keep Up?” last April 7 and 8 at the Hotel Intercontinental, Makati. The sessions showcased innovative ways and ideas, as well as case studies, on how industries can keep pace with the newest technologies and platforms that are emerging in the market today which are becoming more and more popular with consumers. Numerous brand leaders, marketers, advertisers, content providers, telecommunications executives, media bodies and other corporate parties listened and watched carefully as international and local mobile marketing experts and innovation leaders brought out

www.adobomagazine.com

insights and forecasts on how to effectively ride with the booming wave of the mobile media. “The mobile is the future convergence of traditional and digital marketing,” says keynote speaker Rohit Dadwal, managing director of the Asia Pacific Mobile Marketing Association. In marketing, technology can be a powerful tool in integrating traditional mediums like print, television and radio. According to IMMAP, Internet users in the country number around nine million or 9% of the population while mobile users account to a staggering 35 million or 40% of the population – a good number to consider in targeting consumers. Mobile marketing in North America and Europe has experienced a rapid growth rate and had effectively contributed to successful marketing campaigns. Being the third-largest and fastestgrowing media platform of the day, the mobile exudes promising opportunities of penetrating billions of consumers. Marketing must act in

May-June 2011

Dadwal pointed out that mobile marketing can greatly result to acquiring multitude of customers, promotes member retention and powerful brand building. Brands are encouraged to capitalize on this industry and embrace the consumer’s experience of their products or services by doing it on mobile. The mobile marketing experts expounded on some strategies and case studies that have been victorious in catching and keeping consumers. Key tactics circled around the paths of creatively using Short Message Service (SMS), Multimedia Messaging Service (MMS), interactive real time games, mobile web, proximity systems, augmented realities, mobile applications and interactive voice responses (IVR).

a new way for their customers to order and pay their favorite McDo varieties by downloading the application on their cell phones. There are many other different approaches the brands can use to get a mobile advertisement done. With the evolution of handheld devices, different innovations may be used and these can further strengthen the pervasiveness of the mobile medium. Another important thing to consider is that it is much easier to produce digital information rather than publishing advertisement campaigns on print. Globe Telecom president Ernest Cu states that the mobile medium is less costly but more effective. This could mean that industries have a great opportunity to capture more audiences and develop good customer interaction. Traditional media channels are still important in the world of advertising and we also know the effects these media could bring to the market. But one interesting thing to look forward to is the integration of these platforms with the mobile medium as the combination promises a great advantage in the future of marketing in the Philippines.

In the Philippines, some brands have already adopted the effective use of the mobile. Teresita B. Tan, executive vice-president of the Bank of the Philippine Islands (BPI) demonstrated in the event how they have used mobile media in their banking business. Their menu-driven full mobile banking facility had given consumers a convenient way of transacting with their accounts. Also, McDonalds Philippines’ vice-president for marketing Margot B. Torres, with their tie-up with BPI, presented

TJ Manotoc moderates the panel with BuzzCity’s Delynn Ho, Susanna Hasenoehrl of BLYK, Altruist-Mobile2Win’s Rajiv Hiranandani and Google’s Christian Cadeo

Walter Lürzer 1942-2011

Prof. Walter Lürzer, editor of Lürzer’s Archive, passed away on April 14, 2011 in Salzburg following a serious illness. Lürzer was described as “the man who married creativity;” and his Lürzer’s Archive is considered one of the most essential resources for creativity in advertising. “I started my career 25 years ago on the very same day Archive put out its first issue. Coincidence? Don’t make me laugh.” says FearLess Cottage’s Alex Bogusky. “During my early days in Jakarta prior to the internet and youtube, Lintas (now Lowe) anticipated the exciting monthly arrival of Lurzer’s Archive magazine. It contained the best ads and ideas from around the world and it’s an honor, and a dream for any creative person to be featured in the magazine. It’s obvious that Walter Lürzer loved advertising and high-quality creative ideas.” says former

CEO Advisor of Lowe Indonesia, Eleanor Modesto. Lürzer is an honorary member of the Art Directors Club Deutschland and the Creative Club Austria, and a member of the Hall of Fame of German advertising inaugurated by the business weekly, “Wirtschaftswoche,”. In Germany, he founded the agencies TBWA, Frankfurt and Lürzer, Conrad (subsequently Lürzer, Conrad & Leo Burnett, Frankfurt), was group chairman & executive associate director of Lowe, Lürzer, Frankfurt and Düsseldorf, and also created, in the course of his career as advertising creative, campaigns that are to be numbered among the milestones of German advertising. He established Lürzer’s Archive, a magazine acclaimed throughout the international advertising industry, in 1984. He also lectured for twenty years – 1990 to 2010 – as

professor teaching the “Graphic Design and Advertising” class at the University of Applied Art in Vienna. “Without a doubt, anybody who is anybody in this industry, at some point in their career has devoured their own archives.” said Global Chief Creative Officer, Tony Granger of Y&R New York. During the past few years, Prof. Walter Lürzer gradually withdrew from day-to-day management of the company that publishes Lürzer’s Archive. The Lürzer family and the team headed by Michael Weinzettl (editor-inchief), Sandra Lehnst (director of marketing and sales) and Christian Hrdlicka (managing editor) ran the company during the last two years of his illness, and will continue to do so in the manner intended by Professor Lürzer. Arrangements for his succession have already been made.

128

logic & magic

MNEMONICS AND OTHER MEMORY CHARACTERS

Logic & Magic / Bong Osorio

Mnemonics and other memory enhancers Are you up close and personal with your brands? Take the test and find out!

Uncle Sam KFC Ferrari adidas Superman Shell WWF UPS Nike IBM FedEx Starbucks

No doubt we have all been in a situation where, while eating in a restaurant, we bumped into a prospective client whom we met in a new business pitch a week ago, but can’t seem to remember the name. Or we can’t recall where we left the car key or cell phone when we are already late for an appointment. Or we go blank when asked a very critical question by our superior in a status update meeting. A state of panic envelops us during these times. We lose the mental power that makes us remember faces, facts, figures, experiences and encounters in the past. It creates an annoying and embarrassing predicament. Our memory fails,

www.adobomagazine.com

and we are labeled careless, absent-minded, out of focus, forgetful, amnesiac, or worse, a likely candidate for Alzheimer’s. Memory is a basic ingredient for success. It’s a confidence booster, and a great motivator. People with strong memory leave a positive impression on others, since they can dish out information with better accuracy. But what is memory? How does it work? How can it be improved? Memory is the ability to store endless amounts of data in our brains that can be recalled when needed later. To understand what memory is, we should appreciate

May-June 2011

how it functions. Experts say that it works in four stages: recognition of a thing through the five senses; development and storage of an impression; retention of the impression; and recall of the data retained in the mind when triggered or stimulated. A simple illustration can help. We are meeting a new person for the first time in a seminar. She either introduces herself or she is introduced to the group. We look at her with our eyes, and hear her name with our ears. We get to know the person, and whatever impression we have of her is entered into our mental storehouse. And after some time,

01 02 03 04 05 06 07 08 09 10 11 12

when we meet her again, we either recall or completely forget her name depending on how our notion of her during the first encounter has been imprinted in our mind. Memory retention can be enhanced by two factors: interest and review. Interest on a thing, a person or event is a vital element in our ability to remember or forget. If something or someone is of special interest to us, the process of remembering will be easy. Otherwise, our tendency will be to forget. Human memory does not stop in grasping fresh ideas and experiences from outside. Constant review of past events

LOGIC & MAGIC

MNEMONICS AND OTHER MEMORY CHARACTERS

and experiences can make past memories fresh, and if we do not revisit them, the impressions on our memory fade out to tabula rasa. Memory decline, on the other hand, can be an aftermath of interference and suppression. When we get distracted in the things we do, the process of data storage gets negatively affected. The distracting elements can interfere in memory recall later on. The brain also has a memory lever, which helps us to shut on or off. The lever, once suppressed, voluntarily or otherwise, can make our memory blank out. If we are in our mid-life, or past it, memory loss can be our worst fear. Don’t fret. Recent studies indicate that early diagnosis and treatment of age-related memory impairment may delay, and possibly prevent, further deterioration. Lifestyle changes, such as fitness and exercise, lifelong learning, regular mental challenges, continued socialization, right diet, and adequate sleep can keep mental decline at bay, while sophisticated imaging technologies can identify the start of a more serious atrophy. Memory decline can be arrested. We can learn from and get inspired by the story of Dominic O’Brien, who at the age of 43 became World Memory Champion for an incredible seventh time. Many people who have followed what he has achieved assumed that he is either endowed with some powerful mental ability or a freak of nature. Truth to tell, neither is the case. O’Brien rigorously self-trained his memory to the extent that he can memorize 2,000 digits, answer 7,500 Trivial Pursuit questions after reading them through only once, or recall the order of 52 cards in 35 seconds, among other astounding memory feats. He was an average student, a college dropout, and surprisingly, a dyslexic. His success was really a product of a dogged determination to succeed. He keeps getting better with age and is convinced that he can still be a memory champion at an advanced age. In his book The Amazing Memory Box, O’Brien offers techniques and tricks to boost our brainpower. It is an all-inclusive kit that reveals the author’s memory-stretching secrets and demonstrates how to put them into practice using innovative and fun-to-use tools. The tome tells the what, the why, and the how of proven memory techniques. It also has three entertaining exercise components to help hasten memory improvement. The Memory Party Wheel provides more than 2,000 combinations of names, faces and attributes to train us never again to be lost for a name. The Memory Journey Mapbook, a magical memory

concertina with four colorful and imaginative memory journeys of distinct stages, allows us to memorize up to 100 items or objects. The Memory Deck has 100 memory cards, with pictures of 100 random objects on one side, and the numbers 0 to 99 on the other, which we can shuffle to test our memory quotient, build our memory power and keep track of our improvement. One of the memory devices O’Brien strongly suggests is the use of mnemonics, defined simply as a “design to aid the memory.” This technique is popular among advertising copywriters. The word was derived from Mnemosyne, the Greek goddess of memory. Essentially, mnemonics are codes or strategies that work by linking new or abstract information with something more familiar, concrete or interesting. Groups of names, subjects or numbers can thus be coded into more memorable words, phrases or sentences. The use of acronyms is certainly one of the most popular techniques. ROYGBIV for the colors of the rainbow, BMPM, for Boto Mo, I-Patrol Mo. AIDA (awareness, interest, desire and action) to define advertising objectives, or 4P’s to denote the four primary elements of the marketing process. ASEAN, SEATO, NATO to abbreviate names of country organizations. Mnemonics can also take the visual form. The “cowboy on his horse” immediately conjures Marlboro. “Stars and Stripes” relate to the American flag. The “swoosh” connects to Nike. “Colonel Sanders” associates to Kentucky Fried Chicken. The red, green and blue frequency rings to ABS-CBN, and the “Bee” links to Jollibee. We have seen how established mnemonics can be very useful, but O’Brien believes that the most effective memory aids are those that have personal meaning. Mnemonics are fun, and the time spent finding or making up our own will help to imprint them to memory. If we need inspiration, try looking through magazines and popular broadsheets, online sites, Tweets and blogs where we might come across suitable catch phrases that we can adapt. One of the biggest challenges that we can have with our memory is the ability to remember names and faces of people. Putting a name to a face is not so easy, but this is not surprising. Our encounters with most people, in any facet of our life, are so fleeting that the brain does not store their images in our long-term memory, which makes it difficult to remember someone we meet in passing. The main reason for the difficulty in recalling someone’s name is that we probably never heard

May-June 2011

129

it correctly in the first place. Often, introductions are hurried affairs, particularly if there are several people we get to be introduced to, and everybody’s attention is focused on saying their own name or shaking hands with just the right grip. So if we never got the name accurately, how can we expect to remember it? O’Brien offers the following tips: As you are introduced to people, take a good look at their faces to clearly impress their images in your mind. •

• •

•

When someone offers her name, repeat it back to her saying something like, “Angel, it’s nice to meet you.” Clarify the spelling and pronunciation of any unusual names. During the course of the function that we are attending, mentally review the names of the people that we have met and study their faces. In conversing to them, use their names as we address or refer a question or comment to them. We could say, “Well, Marilyn, what are your views on that?” or “That was an interesting point you made there, Lucy.” After the function, make notes about the people that we have met.

A good memory, O’Brien underscores, gives us the confidence to know that we will remember the names and faces of people we meet; the confidence to be able to call upon information or arguments when we need them; and the confidence to be able to recall telephone numbers or important dates without having to refer to an address book or diary. Developing an amazing memory is never too late. And having a lucid one is a critical factor for great work performance and success. Capture, embrace and nurture our memory power, and experience life more enthusiastically.

BONG OSORIO is an active marketing communications practitioner, a multi-awarded educator and writer rolled into one. He currently heads the Corporate Communication Division of ABSCBN, and is a professor at the University of Santo Tomas, as well as a columnist for the Philippine Star.

www.adobomagazine.com

130

BIGGER PICTURE

GODVERTISING: IS NOTHING SACRED?

Bigger Picture / Cid Reyes

GODVERTISING: Is Nothing Sacred?

of Leonardo Da Vinci’s The Last Supper. (Interestingly, his Mona Lisa is equally the most lampooned image in history. (To date, there has been no Da Vinci Code of Ethics regulating its use.) But back to The Last Supper: numerous versions of it have been appropriated, not surprisingly by, food companies. There is one where, in place of the Lord’s overhead halo, we see the famous McDonald’s arch.

With the Lenten season having just passed, resonances of advertising materials adverting to religious imagery still linger. We refer, of course, to print ads and commercials that inevitably merge marketing and spirituality. This remains to be a controversial subject since in our country (the only Christian country in Asia, we like to boast in our tourism brochures, though ironically and appallingly always in the list of the most corrupt in the world), religion always remains a sensitive subject. The question arises however when a certain line has been crossed.

www.adobomagazine.com

Is there a violation of good taste, no pun intended, with such print ads as “Fish Be with You” and “Our Daily Shrimp”? Filipinos have always been fond of verbal wordplay. For us, this has been a source of much hilarity. Many foreigners are puzzled how we can be so irreverent and insensitive even with serious issues and situations. The controversial tragedy of the tourist bus hostagetaking, exacerbated by the inept handling of Manila’s SWAT team, that led to the untimely deaths of Hong Kong tourists, triggered a slew of the “funniest” meanings of the word. (It will be insensitive

May-June 2011

to even mention some of them now.) These were merrily texted all around; no doubt to the delight of the profit-oriented telecom companies. From actual experience, our agency was “burnt” once with a print ad (this, not even during Lent!) for a washing machine with the headline: “You can wash your sins while you’re doing your wash.” The ad featured a back view shot of a veiled lady kneeling in church. Invited to the Last Supper? To be sure, the most abused religious image must be that

Not a Last Supper lampoon, but still raising the hackles of the Philippine Catholic Church, was McDonald’s recent commercial featuring a young girl and a young boy. The Church complained that the commercial reduced human relationships to mere French fries. The offending commercial was pulled out, with obligatory apologies. Was this a case of an insensitive advertiser? Or was this a case of censorship? In Britain, BBC News reported that TV commercials using religious imagery attracted the most complaints, with an ad for mince pies(!) featuring a Nativity play topping the list. The ad was for Mr. Kipling’s mince pies which Christians claimed the scene mocked the birth of Jesus. The controversy polarized the public. “Too much of our way of life is degraded in the search for quick projects,” lamented one, while another, in defense of

GODVERTISING: IS NOTHING SACRED?

the ad, stated: “Let’s face it, some people are so devoid of humor and so overly sensitive they’ll complain about anything. If they really thought that their religions were robust they would recognize that no amount of parody and satire would have a detrimental effect. As it is, they obviously consider their religion so fragile that they will be adversely affected by a commercial for mince pies.” 02

Buddhism and Hinduism Not Spared Not just Christian symbols, but Buddhist, Hindu images have also been appropriated by the marketing world. According to the publication Dharma Life, Buddhist images have been used to advertise non-Buddhist products “from credit cards, computers, and vacuum cleaners to tea and dog food… NatWest used a golden image of the Buddha,

BIGGER PICTURE

131

altered so that he was winking to endorse the product, with text that read: ‘Reach a higher state more easily. Searching for the path to true happiness? Get a NatWest gold card. For further enlightenment, visit one of our branches.’” Typically, once caught, the bank insisted they meant no offense. From Washington, another incident of sacrilegious advertising was reported: “A US-based Hindu advocacy group has asked American fast food chain Burger King to immediately remove an advertisement campaign featuring the goddess Lakshmi, which it says is offensive to the faith.” The goddess is depicted seated atop a meat sandwhich and other foodstuffs with the catch phrase, “A snack that’s sacred,” in Spanish. Remarked Monica Pahiwani, a Spanish Hindi: “I was horrified to walk by a Burger King store in my neighborhood to discover an image of the same deity that I worship at my home altar, displayed so disrespectfully promoting a meat sandwich.” Spirituality That Sells Indeed, the subject has been thoroughly dissected. In the Advertising and Society Review (Vol. 6, Issue 1, 2005) you may read “Spirituality That Sells: Religious Imagery in Magazine Advertising.”

McDonald’s Holy Week ad

Marithe Francois Girbaud “Last Supper”

United Colors of Benetton “Nun”

Samsung SL310W Camera “Nuns”

Burger King “Lakshmi”

Nike Wayne Rooney Campaign

So: where do you stand on the matter?

Cid Reyes is an artist, writer, art critic, publisher, and creative consultant. He is also a veteran advertising executive and was given a Lifetime Achievement Award by the Creative Guild. The author of coffeetable books on National Artists Arturo Luz, Bencab, J. ELizalde Navarro and Napoleon Abueva. Reyes is an awardee for Best in Art Criticism from the Art Association of the Philippines.

May-June 2011

www.adobomagazine.com

132

MAD ABOUT

HELPING JAPAN

MAD ABOUT

Helping Japan Words: Mike Saycon

When last March’s 8.9 magnitude quake and succeeding tsunami struck Japan’s northern coastal province of Sendai, the global communications industry, along with the CSR offices of corporate giants, crammed into doing “something.” But apart from what the quake and tsunami wrought, there were nuclear leaks that sent contaminated air out in the open, spelling a potentially irreversible and longterm damage to human health and life. So the ad world came rushing with various schemes to contribute something, as if racing to raise funds for relief efforts. Advertising agencies in the U.K. mounted funds in March for the Red Cross. JWT London raised over £1,000 from cake sales, on top of US$25,000 already donated by the global network. Dare also ran a cake sale in collaboration with its sister agencies Elvis, Brando, Band & Brown and Identica, raising almost £1,000.00. DDB got into baking and collected over £500; while Grey held a fund-raising sing-along in its bar. Australia’s BMF launched a campaign to get customers in Japanese restaurant to donate AU$2 for the use of chopsticks, the proceeds of which went to the Australian Red Cross. Social media was flooded with varied images of campaigns, concepts and calls to donate to aid agencies and relief organizations. “Help Japan” posters and visuals became the hottest property overnight; and artists and graphic designers knew it was crunch time. Mashable, a site devoted to news and updates on social media, came up with a feature of the “eight ways to help Japan,” ranging from credited transactional fees in the U.S. and Canada, online shopping with proceeds intended for relief funds, SMS-based donation through various mobile phone networks in the globe and online ads over social media platforms

www.adobomagazine.com

targeted at locating Red Cross centers so donations and relief goods may be delivered. Shepard Fairey, creator of the famed Barack Obama “Hope” poster, contributed his “Dark Wave/Rising Sun” poster for sale at Obey’s online shop. Sale of the limited 700-piece poster was all donated to relief efforts. VietnameseAmerican artist Diem Chau, who sculpt crayons into figures, raffled off a chance (for the price of US$10) for three winners to have customized crayon sculptures done their way. All proceeds were given to the Red Cross. Corporate giants and conglomerates also did their share. 7-11, the world’s largest convenience store chain, has been raising funds through over 39,000 of its stores and franchises in North America and Asia. Many of its third-party operators and suppliers in the US and Canada pledged contribution to a Japan-based disasterrelief organization. Nike called on athletes and runners to sprint 200,000 miles to raise US$200,000 for Architecture for Humanity—to help rebuild Northern Japan’s shattered homes. With running a ridiculously popular hobby in Manila, Nike would have no trouble mounting even a tenth of that figure. Microsoft tweeted a plea, offering to donate US$100,000 for Japan but that users should re-Tweet the message to increase its donations by US$1 [re-Tweet]. (This was harshly criticized as a tactic to, more simply, increase traffic and thus gain greater publicity and “hits” reach.) Apple, for its part, set up a link in its iTunes store with the pledge to deliver 100% of the donations to the Red Cross to benefit Japan; set up in a system just as easy as buying iTunes music. Sony created a fund-raising online game application: every purchase of a virtual cherry blossom

May-June 2011

HELPING JAPAN

for technical assistance projects in [ADB] member states. On the other hand, it is far too naive for us to assume that our donations are all in good hands. In between news stories of organizations doing the good deed, there’s an opportunistic, heartless flock of fraudsters out there posing as agents for aid. Trend Micro reported that a publishing site which included “japan” in its URL was harvesting email addresses and other personal information from unsuspecting users. Authorities worldwide issued alerts warning consumers to be “very careful” in responding to requests for donation for aid efforts in disaster-stricken areas, like Japan in March.

would generate US$10 donated straight to the American Red Cross. P&G Global, apart from its own internal US$1.2-M worth of funds and goods for the Japan relief efforts (including the Philippines), encouraged its employees to donate various amounts, the total of which P&G would match. Similarly, Coca-Cola raised funds to help rebuild schools and other facilities that support children, matched employees’ contributions over the US$31-M it had pledged. Gamers of the EVE Online Community raised US$44,607 at the close of March through its “PLEX for Good” charity program. Not to be left behind, the Philippine Daily Inquirer donated relief goods to peace activists from Japan visiting Manila to raise aid for the quake and tsunami victims. 3,000 boxes of relief goods and an undisclosed

amount of cash and checks were given to the Japan Peace Boat, which was touring the world to deliver aid and relief donations to countries on their route—supposedly with the Philippines as a recipient along the way. It turned out the Peace Boat would also be receiving relief from Filipinos. And why not? Japan has an even longer (and better) relationship with our country than the ugly WWII years often emphasized in our history books. The Philippines, notably, is on the Top 10 list of recipients of Japan’s bilateral aid; apart from the Japanese government’s commitment to and actual aid grants given to multinational agencies or through multilateral partnerships. By 2010 Japan had committed over US$445-M in aid grants for the Japan Fund for Poverty Reduction through the Asian Development Bank, in support

Questions have also been raised on the integrity of giving aid money to charities, with some people contending that Japan really did not need the money but rather physical and medical help. One blogger commented: “As devastating the tsunami was, it didn’t affect the whole country; which means they are pretty much capable of handling the situation by their own means. They don’t need aid teams flying in and back out immediately when they learned there might be nuclear radiation leaks (in reference to a German aid effort that flew back out upon learning of the nuclear leaks).” Furthermore, some bloggers questioned the output of aid agencies and how much of the raised aid money was actually sent to Japan and not “diverted to some NGO CEO’s fat paycheck.” Cynics question the often unchecked motives for publicity and imagebuilding that brands have behind their aid-giving binges—irrespective of who gave what.

May-June 2011

MAD ABOUT

133

There may have been a little more hype than what was actually done on the ground—mainly because our help came in as a donation rather than physical help to the actual rebuilding of Japan’s afflicted fellows. There’s also the danger that ProjectJapan may just have been taken advantage of, in one way or another, for greedy enterprises to make money. But that’s too soon, too onesided to say. What only matters now is that our fund-raising efforts defined, at least for a few moments, the true meaning of unison. It’s that fulfilling feat in making use of our talents that puts our industry beyond the clamour for self-righteousness we often see in the political arena. Politics and cynicism aside, fundraising efforts have taken on all shapes and sizes—everywhere in the world. Be it for purely humanitarian intent, as part of organizations’ CSR calendar or for sheer profit, there’s no stopping the world—especially Filipinos—from embracing the call of moral obligation in response to a people in distress even before they call out for it. The myriad of designs that emanated into enterprising calls-to-action to spend a little extra for Japan was overwhelming. Creative minds came together to put together a drive that has redefined what symbolizes the rising of the sun in the Pacific. These days, red stands for hope, courage and unison. With massive outpouring of aid and support— coupled with genuine sympathy— Japan has seen an unprecedented response system that even competing brands mounted together across the globe.

www.adobomagazine.com

134

LOCAL NEWS

www.adobomagazine.com

KIDLAT AWARDS 2010

May-June 2011

KIDLAT AWARDS 2010

May-June 2011

LOCAL NEWS

135

www.adobomagazine.com

136

LOCAL FEATURE

STRIP AD

GOOD TO KNOW Credit for photo retouching and editing of the adobo front cover and adobo centerfold (issue 32, March-April 2011) goes to the ever-dependable Manny Vailoces. Credit for illustration of Logic & Magic section ("What Innovation Hat Do You Wear?", issue 32, March- April 2011) goes to Mae Tumang. Henry Frejas was one of the Top 5 directors, not Harry Frejas. The offending scribbled note could easily be misread, and indeed it was. There is simply no easy way to penalize bad penmanship with these lines of type. Finally, the “Bright Eyes” video was created for Garnier by NetBooster, not by Publicis Manila, as mentioned in Ad Nauseum. In hindsight, the effort put into fact-checking was not as thorough as we would have wished. We humbly ask for pardon and assure that we will put more care into our reporting. Our deepest apologies for these glaring oversights in the previous issue.

STRIP AD

www.adobomagazine.com

May-June 2011