Is58 adobomagazine legends issue by Sanserif, Inc.

ISSUE 58 JULY-AUGUST 2015 Philippines Indonesia Malaysia Singapore Hong Kong Thailand

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LEGENDS: AMONGST STARS adobo pays tribute to the industryâ&#x20AC;&#x2122;s pillars who have made significant contributions and carved their own niche in the heavens.

These are the people who have raised standards, inspired generations, and have a legacy that cannot be questioned.

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I S S U E

JULY-AUGUST

2015

STARRY, STARRY NIGHTS.

ith a glass of CÔtes de Provence rosé in my left hand and my smartphone or iPad mini in the other, necessarily gadget-ladened for multimedia reportage, I literally had my hands full during this year’s mammoth Cannes Lions season. So much on offer, or in fact too much on offer that you’re spoilt for choice. After 17 years of flying to the South of France, Cannes is much bigger and I would argue, much better and agree with Tay Guan Hin’s spot-on description that, “Cannes has become a Disneyland for the marketing communication industry.” This year, Cannes had a festival within the festival as they ran the Lions Health and introduced the Lions Innovation: a two-day event that intersects data, technology, and ideas. It was also the inaugural for Creative Data Lions which recognized the use of data for creativity and the Glass Lions category which honors work that challenges gender bias. As expected, technology hugged the limelight by way of AI (artificial intelligence) and VR (virtual reality) but so did gender equality and inconvenient truths about climate change. There were equal parts cheer and jeer among the 40,000 entries. WPP celebrated their fifth consecutive win as Holding Company of the Year, Ogilvy was named

Network of the Year for the fourth time, R/GA CEO and founder Bob Greenberg received the Lion of St. Mark, and former U.S. Vice President Al Gore received the LionHeart. There were, however, no Grand Prix awarded for Creative Data, and Branded Content. The Philippines didn’t do as well as it did two years ago, and some of our local creative stalwarts shared their sentiments and perspectives in our Cannes coverage. We have the highs, lows, and sidelights of Cannes - but to complete this star-studded issue we honor the legacy of 25 of our industry’s luminaries - legends in their own right. We chose seven from the Philippines and asked their former colleagues to write about what they thought made them legendary. Regional and global advertising luminaries are also given tribute as we provide a capsule of their legacy. Somehow we hope for the young to sit up, take notice and maybe learn that metals can make one legendary but legends aren’t made of metals alone. A heart will be necessary.

Angel V. Guerrero Founder, Publisher & Editor-in-Chief

Staffb x Management President Vice President & Editor-In-Chief & Chief Operating Officer ANGEL V. GUERRERO JANELLE BARRETTO SQUIRES Editorial Senior Editor IRMA MUTUC Associate Editor ANNA GAMBOA

Multimedia Content Editor OLIVER BAYANI

Multimedia Journalist MARJ CASAL

Creative Director VICTOR GARCIA

Editorial Coordinator & Writer REA GIERRAN

Art Multimedia Artist RICARDO MALIT

Graphic Artist & Illustrator JEFF OLIVA

Junior Graphic Artist & Illustrator DEMPSON MAYUGA

Sales & Marketing Senior Account Manager Account Manager CAREN FLORES NICOLE SONGCO Marketing & Events Coordinator MIA MANGARAN

Business Development & Circulation Officer EMMANUEL DOMINGO

Finance HR & Admin Finance Consultant Finance Officer ELLEN GONZAGA ELSA GALAMGAM HR & Admin Officer ROMINA CLAROS Liaison Officers MICHAEL BARCELON ALAN AGCAOILI Telephone +63.2.845.0218 / +63.2.886.5351

For advertising, sales, subscription, editorial and general inquiries, please get in touch.

Guest Editor Raoul S. Panes LEO BURNETT GROUP MANIL A

editorial@adobomagazine.com sales@adobomagazine.com subscriptions@adobomagazine.com events@adobomagazine.com books@adobomagazine.com info@adobomagazine.com www.adobomagazine.com

Fax: +63.2.845.0217 adobo magazine Unit 203, Bldg 1, OPVI Center 2295 Chino Roces Avenue Extension Makati City 1231, Philippines Follow us on Twitter: @adobomagazine Like us on Facebook www.facebook.com/adobomagazine

adobo magazine is published bi-monthly by Sanserif Inc. ÂŠ 2015 Sanserif Inc. All rights reserved. Printed on recycled paper. No part of the magazine may be reproduced or transmitted by any means without prior permission of the publisher. While every effort has been made to ensure the accuracy of the information in this publication, the publisher and the editor assume no responsibility for errors of omissions or any circumstance of reliance of information in this publication. The opinions expressed in this publication do not necessarily represent the views of the publisher and the editor. Advertisements are the sole responsibility of the advertisers.

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To advertise, call: Kim Donado at (0998) 968-5070 and (02) 897-4798 or Carlo Mercado at (0917) 531-1924

ntribut rs

Wesley Villarica Photographer Dan Matutina Cover Artist

Leigh Reyes Cannes Lions Correspondent Dan Harvey Photographer

Roman Olivarez Cannes Lions Correspondent Kat Limchoc Cannes Lions Correspondent

Marcus Rebeschini Cannes Lions Correspondent Joey Tiempo Cannes Lions Correspondent

Mark Tungate Columnist Jamie Tolentino Columnist

Tay Guan Hin Cannes Lions Correspondent

Cid Reyes Writer Erick Rosa Reviewer

Amanda Lago Writer Carmela Lape単a Writer

Brandie Tan Cannes Lions Correspondent

Mikhail Lecaros Writer

Tepai Pascual Author, Krokis Jason Inocencio Writer

Jaypee Peralta Makeup artist

We would like to ackowedge the following who wrote tributes to our local legends: Tessie Tomas-Pullin, Ompong Remigio, Leigh Reyes, March Ventosa, Alex Castro, Nanette Diyco, Bonnie Melotocon

ABOUT THE COVER A CONSTELLATION OF ONE’S OWN CREATION

nspired by Pharrell Williams, graphic artist Dan Matutina, one of the Philippines’ brightest stars in design, came up with three studies for our July-August Legends issue, and eventually ran with two versions of the constellation-themed artwork, before finally coming up with the final version strewn with heavenly bodies. Like the legends they’re meant to portray, the stars have their place in the heavens, and have been put there by those who wish to immortalize them— often for their daring and imaginative feats, for risking or pushing boundaries, or challenging the norm. For showing the rest of us that it is possible to aspire to great heights, sic itur ad astra (thus you shall go to the stars).

“Don’t wait for the stars to be aligned. Reach up and rearrange them in the way you want. Create your own constellation.” –Pharrell Williams, Cannes Lions 2015

Cover Art Dan Matutina +63 Design Co.

July – August 2015 TABLE OF CONTENTS

FESTIVAL COVERAGE

COVER STORY

117

UP FRONT DIGITAL Opinion 16 Jamie Tolentino 18 20 22

Feature Yuko Saito, Criteo’s Managing Director for SEA Rajan Anandan, Google’s Managing Director for SEA Jonathan Yabut, Chief of Staff AirAsia

Digital Gallery

Snapshot Story Telling and the Changing Marketing Funnel 30 Touchdown! 32 ABS-CBN Cooks New Video Network 34

THE WORK Deconstructing Creativity Winning Hearts on the Hardcourt

Design Black Gold: The D&AD Black Pencil Showcase

Opinion 42 Mark Tungate 44

Raw The Future’s in the Cards

Cannes Lions 2015

Amongst Stars

CENTERFOLD

TRENDSPOTTING

138

140

Jun Urbano Director Bang for the Buck 48 Kan Khajura Tesan “Centipede Station” 90 94 96 97

Spotlight The Gunn Report 2014 Doing Good Can Do You Good Where the Good Finish First Inspiration, Creativity, and Passion

Design 100 Graham Fink: Seeing Art Differently Creative Review 104 Erick Rosa, ECD, Lowe Singapore Spotlight 110 Professional Advice, Taken to Heart

Flow Arts: Beauty that Morphs 112 Learning from a Visual Engineer Then & Now 114 Brand Centurions PEOPLE Profile 142 Nix Nolledo, Xurpas 144 Patis Tesoro, Designer adobo Exhibit 148 A Brush with Advertising 152

Creative Corner Dante Dizon, Creative Director, Leo Burnett Group Manila

154 In the Bag Yoly Crisanto, Head of Corporate Communications, Globe Telecom

Sidedish 156 Charmaine Bautista Pamintuan, Inquirer Group of Companies Getting to Know 156 Mark Patterson, GroupM Asia Pacific THE FIRM Shop Talk 158 Cutting Edge Feature 160 BBH Asia Pacific 164 Loudbox Studios 168 170

INTELLIGENCE Social Media and the Presidentiables Make Way for the Plurals

DOWNTIME 172 Mad About Awards Fashion 174 13 Lucky Monkey App Review 175 Fandroid Love TV Review 176 End of an Era Book Review 178 Rules of the New Age: Digital Playground adobo Out and About 180 Krokis

august 16, 2015 8PM

//////////////////////////////////////////////////////// Richard Gomez Gretchen Barretto Jessy Mendiola Enrique Gil and

John Lloyd Cruz

////////////////////////////////////////////////////////

digital ch 56

analog ch 37

DISCOVER WHAT FILIPINOS ARE WATCHING, READING, PLAYING, BROWSING, BUYING AND MORE. These Top Ten lists are compiled on a weekly, monthly or quarterly basis.

TOP 10

WEBSITES

APPS

List for sites browsed on smartphones

List for apps used on smartphones

UPFRONT

TOP 10

1 2 3 4 5 6 7 8 9 10

1 Google Play Store 2 Facebook app 3 Facebook Messenger app 4 googlesearch App 5 YouTube App 6 Viber app 7 Google Maps App 8 Gmail app 9 10 Camera360 Free app

Google Search Facebook Google Blogger YouTube Wikipedia SMART Twitter OLX Globe

Clash of Clans By Supercell

GMANetwork

Source: Nielsen Informate Mobile Insights – FYI, this is panel data from our strategic alliance with Informate Mobile Intelligence in SEA

TOP 10 ADVERTISERS

10 List for advertising expenditures

2,921

2,544 Flour, bakery products and bakeshops

Proprietary drugs (excluding vitamins and tonics)

8 2,969

Coffee and tea

7 3,556

Dentifrices, mouthwash and toothbrush

6 4,167

Skin care

5 4,272

Powder milk

4 5,442

Other food products (excluding biscuits and bakeshop)

3 6,025

Communication/ Telecommunication

10,151

8,757

Detergents and laundy preparations

Hair shampoos, rinses, treatments/ hairdressing products

Source: based on published ratecards and cost | values expressed in millions (000’000s) | report covers TV, Radio and Print | report includes regular thematic and promotions placements only | report generated using Nielsen’s Adquest Extreme (AQX) software.

adobo magazine | July - August 2015

Itâ&#x20AC;&#x2122;s raining men! Hallelujah!

UPFRONT 12

adobo magazine | July - August 2015

UPFRONT 14

the p hi l i p p i ne sâ&#x20AC;&#x2122; most s oci a b le b r a nd s SOCIAL BAKERS, JULY 2015

FACEBOOK PAGES STATS

TWITTER PROFILE STATS

12,118,790

1,085,090

3,772,205

1,017,028

3,304,427

1,004,645

3,183,562

655,382

3,053,654

601,964

2,673,942

582,222

2,579,688

554,081

2,564,045

415,488

2,560,930

389,675

2,503,616

317,918

How likely people will recommend the brand to others.

adobo magazine | July - August 2015

Talk2Globe

DIGITAL

D I G I T A L

C O N T E N T A N D C O N T E X T

Opinion 16 Effectivity and Emphasis Feature 18 mCommerce: Here to Stay? 20 Not One Less 22 Turning from Great to Grit: Lessons from Social Media Crises Digital Gallery 24 Hail to the Work Snapshot 28 Storytelling and the Changing Marketing Funnel 30 Touchdown! 32 ABS-CBN Cooks New Video Network July - August 2015 | adobo magazine

OPINION

DIGITAL

Jamie Tolentino works as a digital marketer at a global asset management firm. She writes for TNW (The Next Web) and blogs on the Huffington Post UK.

EFFECTIVITY AND EMPHASIS

inning an award is a testament of the blood, sweat and creative juices put towards a particular campaign or project. Sometimes, these campaigns are share-worthy too, as a source of inspiration. Here are my top three digital winners for the D&AD awards in no particular order:

I TOUCH MYSELF PROJECT Chrissy Amphlett, lead singer of the Divinyls, lost her battle with breast cancer but before she died, Amphlett wanted her song ‘I Touch Myself’ to encourage women around the world to detect the disease at an early stage. #itouchmyselfproject was then remade as an anthem for breast cancer awareness, and supported with a microsite giving users simple instructions on how to check for breast cancer. I think this is brilliant because of the genuine collaboration of artists and cause as well as a $0 media budget—a rare example of a life-saving viral campaign with a lot of celebrity endorsements.

JAMES PATTERSON’S SELF-DESTRUCTING BOOK Over the course of five days, 1,000 lucky fans had 24 hours to read an advance digital copy of Private Vegas

Watch the video of #itouchmyselfproject

until the books self-destructed in a spectacular fashion. This gave readers the additional thrill of the time-bound experience of reading the book, and the adrenaline rush needed to finish it on time. It was also a social experience as readers can keep track of where others are within the book to add to the pressure. Other features included were digital graphics like bloodstains or digital erasure as the fans went through the book online. It’s rare that an online campaign actually enhances the product, but as the book was meant to entertain, the online campaign just enhanced the reader’s entertainment value at no extra cost.

the different types of #holidayspam. All this looked fun while doubling their customer base and allowing 1 million users to use their existing plan in selected countries (me included) at no extra cost. This is an example of a creative, entertaining yet highly effective campaign that brings ROI in hard numbers. From these campaigns, we can be inspired to use ambassadors that already advocate for our cause, enhance the value of a product with an ad and add a bit of humor to emphasize the unique selling point of a brand to resonate better with the target market.

#HOLIDAYSPAM CAMPAIGN Three is a mobile phone network in the U.K. which launched their ‘Feel at Home’ campaign, which allowed users to use their existing minutes in a couple of countries. They then launched the #holidayspam campaign which features Three being ‘sorry’ for causing all the pictures of people on holiday since they don’t have to pay for extra charges. This was funny to see in print, digital and outdoor as it featured humorous #holidayspam pictures and ‘educated’ users of

Visit the website of Selfdestructing Book

Watch the video of #holidayspam illustration

adobo magazine | July - August 2015

Dempson Mayuga

In the digital age, art can now be anything dictated by the creator’s desires. Man has evolved from cave paintings to canvas, to conceptual work—and now even pixels, a screen and stylus are now part of the arsenal. The only limit left to challenge is what an artist cannot do—the frontier they constantly defy daily. Encouraging creative souls to rekindle their artistic instincts, Pixelworx by Power Mac Center, embarks on a series of free workshops a live demos—culminating in a mixed-media competition that dares participants to defy conventions. Artists who wish to submit entries should complete the statement: “With technology, I can…” Participants are dared to come up with different things that defy what is considered art now. It can be a revolutionary cause or act, a new idea that makes everyone sit up and rethink our views. We want to see your idea. Melt our minds with your creative work—because we’re looking for the best of mixed media, we’re looking for entries in a variety of categories from fiber arts to painting, graphic design to photography, animation to film and more. RULES & PROCESS:

MEDIA AND TECHNIQUES THAT WILL BE ACCEPTED:

This contest is open to artists in the Philippines. Entries must be received on or before August 9, 2015. There is no entry fee required. Take a photo or video of your artworks. All works must be submitted digitally. Entries must be submitted via CD/DVD/USB at participating Power Mac Center stores. All images must be high quality, in RGB color mode, JPEG format, and 72dpi. Must be labeled as: last name, first name, entry number (should correspond to the number on the entry form), [dot] file extension type (jpeg) with no spaces, additional punctuation or special characters. (Example: Juan.Cruz3.jpg). An Artist’s Statement that completes the sentence "With Technology I Can..." (not to exceed 50 words) must accompany the artwork. It may be included in the artwork itself, but must also accompany the entry. A field will be provided for the statement during the submission process. Power Mac Center will review all submissions who will take overall message, artist’s statement, and artwork into consideration, giving each equal weight. Artist must also agree to the reproduction of their artwork for the purpose of art advocacy. All winners will be notified by August 12, 2015. If an entry is selected as a winner, artist will be asked to attend the awarding ceremony on August 15, 2015. Artist must attest that all submitted artwork and its components are owned by the artist.

Art incorporated with painting, drawing, and printmaking media. Art incorporated with "found" objects from nature and recycled materials (see exceptions below). Art incorporated with sculptural media such as clay, plaster, papier mâché, wire, etc. Art incorporated with fabrics, fibers, and papers (see exceptions below).

/PowerMacCenter

MATERIALS AND TECHNIQUES THAT WILL NOT BE ACCEPTED: Photographs that were not taken by the artist. Any copyrighted images and writing from printed materials including but not limited to: newspapers, magazines, catalogs, books, cards, etc. Any copyrighted images and writing from digital sources (internet). Any logos or derivative works. Any images or derivative works depicting the Apple brand, Power Mac Center brand and it’s products. PRIZES: Recipients of 2 Silver Awards: 10,000 worth of PMC Gift Card each Recipients of 2 Gold Awards: 15,000 worth of PMC Gift Card each Recipient of 1 Platinum Award: 1unit iPad mini and accessories Recipient of 1 Diamond Award: 1 unit iPad Air 2 and accessories

FEATURE

MCOMMERCE: DIGITAL

HERE TO STAY? YUKO SAITO, Criteo’s Managing Director for Southeast Asia, talk about the future of mobile commerce or mCommerce. interview OLIVER BAYANI

How unique is Criteo to its counterparts? What is it offering exactly? Criteo’s performance marketing technology enables our e-commerce clients to drive more sales through personalized advertising to each consumer. Combining a data-driven understanding of consumer intent and behavior with a sophisticated algorithmled engine, we deliver the most relevant information – products the consumer has recently viewed and product recommendations based on his or her online behavior – on a banner advertisement. As the leading performance marketing technology company, Criteo’s flagship cross-device solution enables a single view of consumers’ shopping behavior across all devices, to deliver personalized ads with accuracy and scale. Criteo’s proprietary cross-device capabilities empower advertisers to engage consumers with personalized ads across any screen and device, and currently reaches more than one billion internet users monthly and serves personalized ads across all popular internet-enabled devices, including close to 100 million Apple devices. Dedicated to protecting consumer privacy, Criteo also provides industry-leading transparency and control to consumers. Since 2009, we were one of the first to offer the opt-out icon, giving access to clear, detailed and user-friendly information that describes why a user is seeing an advertisement, as well as describing our service and data management practices. Overall, we stand out from competitors because of our deep data-driven understanding of adobo magazine | July - August 2015

consumer intent and behavior, based on two types of data: consumer purchase behavior (products that a consumer has recently viewed or purchased); and our own operating data and insights, which we have accumulated after delivering more than 500 billion internet display advertisements to more than 9000 advertisers across 10,000 publishers across the world. With a lot of players within the digital space, do you consider it crowded? There may be a rising number of players in the digital space right now, but for a booming and fastgrowing region like Southeast Asia, [it’s] far from becoming overcrowded. Internet and smartphone penetration rapidly increased in 2014, representing a huge opportunity for commerce and mobile advertising growth in Southeast Asia in 2015. In the Philippines alone, Internet penetration exceeds the Asia-Pacific’s 32% average penetration at 41% penetration, with 44 million local users. With consumers increasingly swapping feature phones for smartphones, it’s clear that there is still a lot of room for growth and for more players to enter the market. Having more players can have a positive effect in terms of educating the market and accelerating the growth of the industry as a whole. It can be overwhelming though, for marketers with so many different players and tools to choose from. With ads reaching virtually reaching every device and relevant site a user comes across, what is Criteo’s stand on ad fatigue?

At Criteo, we are constantly updating our technology to only deliver personalized and the most relevant advertisements, so that our clients can effectively engage consumers. The Criteo Engine, based on the user’s previous online browsing or purchase behaviors and intent level, will adjust itself to serve just the right amount of ads to each user.

Yuko Saito,Criteo’s Managing Director for Southeast Asia

DIGITAL

FEATURE

What’s one thing that companies tend to get wrong or overlook whenever they go to mobile? Southeast Asia is currently the fastest-growing region globally, with mobile being a key driver, especially in developing markets like Indonesia and Philippines. These developing markets are ‘mobile-first’ – most consumers will own smartphones before they own desktops, with potential for further growth as smartphone penetration continues to increase. As such, businesses looking to engage the region’s growing smartphone population cannot afford to overlook mobile optimization. Due to smaller screen sizes, any user experience issues or difficulties will be amplified on mobile. Delivering engaging mobile app and mobile web experiences to connect seamlessly with consumers across multiple devices – this is key to capturing e-commerce sales in today’s evolving landscape. Clients often mention that they prefer not to run mobile campaigns because the conversion is low. However, what we found from our cross-device campaigns, is that more than 35% of conversion is happening cross device. This means that users are browsing on smartphones, then making a purchase on desktops, or vice versa. Conversion may not be happening on mobile, but the user is still converting as a result of browsing on mobile. This is why a cross-device solution is so important, because mobile plays a significant role in the consumer purchasing journey. Consumers might be browsing on mobile but converting on another device, so a marketer should look beyond conversion rates alone when considering mobile campaigns.

Mobile e-commerce is undeniably growing but are there other factors influencing this trend aside from the continuous growth of mobile device ownership? In the last three months alone, there was a 10% increase in mobile transactions in the U.S. In the past 12 months in Southeast Asia, mobile commerce has also been increasing at an unprecedented rate. Mobile commerce now accounts for 27% of all e-commerce in Southeast Asia, putting the region at a similar level to Spain and Italy, and right behind the U.S. Consumers are now increasingly comfortable purchasing on smartphones across all categories. The growth of larger screen sizes and better mobile sites, as well as investment in advanced data networks, affordable data plans, mobile payments and logistical infrastructure is only going to accelerate this trend. What technologies excite you the most? Cross device. This is what the industry has been waiting for. Criteo has spent the last two years building personalized performance display, first on mobile web and Android, then in-app, and finally on iOS as well. It hasn’t been easy. Standalone campaigns don’t capture the entire picture. We don’t just use our desktops or smartphones in isolation. Instead, we fluidly interchange between devices throughout the day. So finally having a scalable cross-device solution is truly exciting. Clients are amazed at the volume of cross-device interactions that are already happening. This is the perfect solution for Southeast Asia, which will be a very mobile-focused region.

WHAT TRENDS ARE YOU PAYING CLOSE ATTENTION TO? We believe that mobile growth in Southeast Asia is going to outpace developed markets. Consumers in this region have been leapfrogging and adopting the latest technologies, and mobile growth will accelerate fast. Based on our analysis of 1.4 billion individual e-commerce transactions totaling over US$160 billion of annual sales globally, we’ve identified a few key trends: Growth in e-commerce is unstoppable. By year-end, mobile’s share of eCommerce transactions is forecast to reach 33% in the US, and 40% globally. Mobile commerce transactions on smartphones will continue to displace that of slower-growing tablets, due to larger available screens. Apps are the next frontier: Advertisers will start to significantly invest in mobile app experiences as a way to drive more conversions and engage with loyal customers. Dealing with cross-device behavior is the biggest challenge and opportunity for marketers in 2015. With 40% of global sales already attributed to cross-device usage, marketers have to talk to users and no longer to devices. Other broad-based industry trends we expect in 2015 include: Programmatic buying will drive rapid growth in native advertising. With programmatic buying, native ad implementation will become significantly easier than it used to be. Also, publishers will be able to charge higher ‘cost-per-thousand impressions’ (CPM) as native ads perform better than IAB standard ad units, especially on mobile. Automated ad formats will offer even greater flexibility. This technological shift will allow advertisers to effortlessly access a significantly greater part of the inventory available around the world and make it a lot easier to scale campaigns internationally. For publishers, this change is synonymous with more freedom to innovate and offer new ad formats. Acquisitions and consolidation will continue to intensify in the ad-tech industry. This consolidation will make it easier for e-commerce marketers to identify marketing solutions that meet their objectives.

July - August 2015 | adobo magazine

FEATURE

DIGITAL

NOT ONE LESS With close to half of the population already online, Google unveils its ambitious plan to get everyone in the Philippines on board. words OLIVER BAYANI

ajan Anandan is wasting no time. Just five months into his expanded role as Google’s managing director for Southeast Asia, he flew in to Manila to announce a very ambitious mission - to get every single Filipino on the internet. Anandan is convinced that it can do so much more than just entertaining people or as a means of faster communication. “Once you get on the internet, you get access to information, access to things you didn’t have before whether in terms of education, healthcare services or commerce. And over time, that really transforms lives.” It’s a daunting task to get 100 million people online. In fact, no country in the world has achieved 100% internet penetration to date. adobo magazine | July - August 2015

But current figures about the Philippine’s progress in the digital space are all in favor to have this realized sooner than later. Already, 47% of the Philippine population is on the internet, based on Google data. And by year-end, it’s projected that over half (57%) of the country will be online and will continue to grow. Where to begin? The first step is literally already in the hands of close to a quarter of the populace, says Anandan. To date, 55% out of the 45 million internet users in the country are actually on smartphones, with 9 out of 10 phones running on Google Android OS. “The Philippines becoming online is essentially mobile-only. This means that every new internet user in the Philippines is accessing

the internet for the first time on a mobile device,” he explains. The key to increase ownership is to make devices more affordable, says Anandan, and Google responded to this last September with Android One in India, which he spearheaded when he was still Google India’s managing director. Android One is not exactly a cheap phone but hardware design guidelines created by Google engineers that device makers can follow to make low-cost phones faster. It was later launched in the Philippines in February, with a fairly good specced phone priced at below PhP5,000 (US$100). “It has done exceptionally well. As you know, we don’t give exact figures but I can tell you that it’s selling out. Actually, we

DIGITAL

FEATURE

You don’t get to 100% penetration without a lot of hard work, a lot of smarts. Admiring just the Philippine’s potential won’t get you there. - RAJAN ANANDAN

After transforming India, Rajan Anandan is now planning to have 100 million Filipino online.

are currently constrained on supply than on demand,” says Anandan. Part of Google’s daunting mission is to also bring every single piece of content online, whether if its in the library, museum or on the road. Google Philippines has started working on this as early as January 2014 by launching Google Street View in partnership with the Department of Tourism, which allows anyone to virtually walk around panoramic photos of the Philippines through Google Maps. Video still remains as the mostsought after form of content here and elsewhere, but hefty data costs in emerging markets like the Philippines have hampered accessibility. Google also responded to this last November by enabling offline viewing on YouTube globally, letting users

view downloaded video on their mobile devices at their leisure. It’s a move that can only pull in more users. Already, 40% of watch time in YouTube is on mobile. “Unlike many emerging markets, the Philippine is constrained on affordability and bandwidth. But despite those challenges, YouTube is exploding on mobile. I think that shows the power of online video.” Affordability is also crucial here so Google partnered with Smart Communications just last May to launch the world’s first video data plan in the country that’s up to 90% cheaper than anything on the market. With just PhP5 (11 US cents), users can get 65 megabytes (MB) of data - or almost 15 minutes of video. “So by the end of the year

you’ll have 57 million by the end of 2016 and 65 million to 70 million Filipinos on the internet. All of a sudden, you’re building user behavior that will make the internet explode,” adds Anandan. The last of Google’s threepronged strategy is getting businesses on board, specifically small and medium sized enterprises (SMEs). Anandan shares a McKinsey study that found that an SME online compared to an SME that isn’t grows 50% faster. There are 1 million SMEs in the Philippines but only a mere 1% or around 10,000 have a website. Also, only close to150,000 have any kind of web presence, whether its a Facebook page of their address on a digital map somewhere. In addition to getting 100 million Filipinos online, Google also set another equally ambitious goal of getting half of all Filipino SME’s to have a web presence by 2017. To get there, Google will be launching Google My Business this year, a service that allows businesses to build a basic website for free. Details are under wraps but Ken Lingan, Google Philippines country manager, said that they are exploring a partnership with the Department of Trade and Industry (DTI) to tap Go Negosyo centers to teach SMEs how to go online. Anandan projects that up to 80 million Filipinos will be on the internet by 2017 to make country the 6th largest online market, motivating Google and everyone else to strike while the iron’s hot. “You don’t get to 100% penetration without a lot of hard work, a lot of smarts. Admiring just the Philippine’s potential won’t get you there.” “Until we get the entire country on the internet, our mission isn’t done,” he promised. July - August 2015 | adobo magazine

FEATURE

TURNING FROM GREAT TO GRIT: DIGITAL

LESSONS FROM SOCIAL MEDIA CRISES Prevention is always better than cure - and that includes handling social media blunders that can easily spiral out of control from a hilarious joke to financial ruin. words OLIVER BAYANI

iremen and those on the police force or military prepare for various crises all the time; even the entire Metro Manila area has been scheduled for a city-wide earthquake drill by end July. But most corporations don’t, says Jonathan Yabut, Chief of Staff of AirAsia — even as the rise of social networks allows damning news to spread globally at unmatched speeds. The impact can vary from negative publicity to full-blown financial disasters. One of the worst was in 2013 when a false tweet from a hacked Associated Press Twitter account about explosions at the White House brought the Dow Jones Industrial Average down 144 points. The blue-chip index did recover minutes after but its a frightening example of how social media can spiral out of control. “How much are Philippine companies prepared when it comes to social media crisis? Especially in a country where a tweet from Vice Ganda alone can set you up burning into flames,” Yabut asks. Not that much, according to a 2011 study from Altimeter Group, and that includes the rest of the world. Only around half of the 144 companies they surveyed say they have a response plan in place. Equally revealing is that 76% of the 50 high-profile social media crises that happened as far back as 2001 could have been averted. Bad customer service is among the top reasons why social media crises happen, influencing 15 of the 50 social media crises Altimeter looked into. But Yabut explains adobo magazine | July - August 2015

that even more companies - 20 in the report - found themselves in trouble by failing to educate employees on how to conduct themselves in social media. “It’s not rocket science. We do know that If they’re not happy, they will be vocal about it. The problem is that employees of a company are

not equipped how to they should do damage control once a crisis hits.” Educating employees is the base of a 5-step pyramid of social media crisis guidelines that Yabut has been sharing in numerous talks and conference around the SEA region. Also the Founder and Managing Director

Jonathan Yabut Chief of Staff, Air Asia Founder and Managing Director, JY Ventures and Consultancy

DIGITAL

FEATURE

If you control the information, you get to dictate what people ought to know. - JONATHAN YABUT

23 of JY Ventures & Consultancy, a marketing, sales and crisis management firm, he sees it as an advocacy of sorts to help companies break bad social media habits. Internet policies and culture must be laid out and cultivated to make employees realize that they ultimately represent the company they are working for. “ Yes, they don’t wear a corporate hat. But they should be aligned on what they are allowed and not allowed to to post on the internet. If they don’t know the limits on what to post, everyone will be in trouble.” Identifying point persons, Yabut calls as “gatekeepers,” help ease this process by becoming the face of the company during a social media crisis. It lays out the rules of engagement between public relations, marketing, customer service, top management and external parties. “What I notice is that there is a often a struggle of power on who holds the keys for the password of social media accounts whenever a crisis happens. Most of the time, companies don’t know who should be the first to speak out and last person to shut up. You need to cover that.” Investing in listening tools is also essential to able to listen and respond in real time, avoiding nasty surprises. But it is also pays to have your company a deep understanding of website terms and conditions and broader regulations globally. Countries in Europe, Yabut cited as an example, is urging Google the right to be forgotten for people incited with criminal charges who want to be taken out in the first page of Google Search.

“Understand if that applies to your country of continent. When the time comes that you need to talk to the likes of Google for this and other massive changes, you’ll know how it can work in your favor.” All the tips culminates into a crisis management that should be “predictive, automatic, responsive.” “The moment a social media crisis erupts, you should be the first one to update,” Yabut adds. Within the first two hours, companies should have posted something online to be able to control the flow of information surrounding the crises and avoiding the media to dictate the unraveling story. “When they don’t find something on your website or social media properties, they will look for other ways to be informed. If you control the information, you get to dictate what people ought to know.” Yabut recommends using a hashtag strategy to help identify which people are on your side or against you. Retweeting big

influencers that happen to support you, for instance, helps establish a positive reputation among the community, while also enables brands to reach out to naysayers. Another useful tool is video content which can be used to educate the public about important details about the crisis at hand. “Nothing explains better than videos,” he says, saying that it also establishes an emotional connection faster than any medium can. More importantly, Yabut adds that Google prioritizes video content in its search engines and is 30% more likely to get shared online. Like in business, as in handling social media blunders, time is off the essence - not to mention, seizing the chance to speak out. Yabut observed that businesses has a strange habit of keeping quiet when they end up in hot water when they clearly shouldn’t, “Its better to say something than be judged as guilty, especially in a region where silence is often seen as guilt.”

Think before you click, post and tweet, says Yabut, explaining that the big social media blunders often start with simple mistakes.

July - August 2015 | adobo magazine

DIGITAL GALLERY

DIGITAL

HAIL TO THE WORK From crowning glories to tearing down kings from their thrones, take a look at what’s been getting our attention online.

WORK Game of Thrones: #bringdowntheking CLIENT Sky TV AGENCY DDB GROUP AUCKLAND The guys from Sky Cable Television and DDB Group sure know how to engage Game of Thrones (GoT) fans in coming up with this campaign. Aimed to promote the launch of the GoT’s fourth season, a 7-meter high statue was built of the most hated character in the story, King Joffrey Barratheon, in Aotea Square in Auckland, then gave the fans the chance to bring him down. The rope tied around the statue pulls Joffrey down every time a Twitter user uses the hashtag #bringdowntheking. Thousands of spectators gathered around the statue by the fifth day, waiting for it to topple down.

adobo magazine | July - August 2015

DIGITAL

DIGITAL GALLERY

WORK Optus Cleverbuoy CLIENT Optus AGENCY M&C Saatchi Australia

WORK Hair Tag Project CLIENT The Lounge Hair Salon AGENCY BBDO Thailand

This collaboration between Optus, Australia’s second largest telecommunications provider and M&C Saatchi gave birth to a device meant to protect people living in coastal areas from sharks, and vice versa. Optus’ solution to this problem: Clever Buoy, the world’s first smart ocean buoy designed to detect sharks and alert life guards on the beach. This campaign has garnered lots of attention, resulting in 475 global news stories.

The Lounge Hair Salon recognizes the importance of hair for females. After all, it’s their crowning glory. Therefore, in partnership with BBDO Thailand, they came up with the Hair Tag Project. The goal was to help cancer patients undergoing chemotherapy endure the torment of losing their hair in the process. The Lounge Hair Salon set up a hair donation campaign to show that everyone can help make a patient’s life better. They utilized Instagram’s tag people function to tag their customers and visualize wigs.

July - August 2015 | adobo magazine

DIGITAL GALLERY

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WORK Ikea bookbook ™ CLIENT Ikea AGENCY BBH Asia Pacific This kind of strategy might not be new, but BBH Asia Pacific did it incredibly well. Using humor as an approach, they’ve pitched in Ikea’s catalogue for Singapore and Malaysia, spoofing Apple’s campaigns. With its eternal battery life, zero percent lag and pre-installed content with 328 high-definition pages, the tandem of Ikea and BBH encourages people to experience the power of a bookbook ™. At present, the video has reached a total number of 17 million views.

WORK Look at Me CLIENT Samsung AGENCY Cheil Worldwide, Seoul, South Korea Contrary to popular belief, technology doesn’t always prevent effective personal communication. Cheil Worldwide, Seoul and Samsung proved this by creating a mobile app designed to help autistic children communicate simply. Using the smartphone’s camera, children can learn to remember faces and read their moods. Children who used the app showed improvement in establishing eye contact and identifying facial expressions. They based the concept of the project in a study which suggests that while autistic children are challenged to sustain eye contact, they enjoy interacting with smart devices. adobo magazine | July - August 2015

VPF

ADVERTORIAL

Doing creative marketing communications the right way—and with “tama.” In a highly creative atmosphere, there’s always a head who feels that the “my way or the highway” approach works. At VPF Creative Productions, a company a decade in existence, but with generations of experience, there’s only the right way, which means approaching work with the client in mind, but always giving it a meaningful impact that makes an audience sit up and take notice. After all, their public service announcement for the Quezon City government-- “Tama Na ‘Yan!”-- garnered them a Bronze Tambuli at the recent Tambuli Asia-Pacific Awards, no mean feat for a company on their first try. Executive Creative Producer Paolo Fernandez remembers when he was told that the VPF is one of the finalists, he was preoccupied and didn’t realize the weight of the announcement until much later. When it finally sank in, so did the validation of years of hard work apprenticing under his father, Ding, who was an industry pillar himself.

An award was the farthest thing from their minds when the team made a pitch to the office of Vice Mayor Joy Belmonte on a PSA concept anchored on a word play of “tama” and immediately got the green light. Speaking of “tama,” it’s an apt word to describe VPF’s way of doing creative work, be it a commercial, AVP or a live event. “Tamang diskarte” is how Paolo puts it, referring to concepts that are not only unusual but are driven by clearly defined objectives and targets. Spontaneous combustion of individual ideas is tempered by group think, as the team is an ideal fusion of seasoned and young minds. “Tama” also refers to the direction that Paolo wants the team to take. In short, right products and right branding for the group. To him, each production is a calling card, one that speaks for the kind of work the team does. “Always be different, no matter what,” the words of his late dad keep echoing in Paolo’s mind, and in the same breath, the caveat: “Don’t be too in love with your concept, let it evolve.” Mainly dealing with direct clients, VPF’s wealth of expertise extends into events management and production, as their roster of talents have worked in TV, film, advertising and events. Producing a series of videos for a snowboarder who wanted to safely pull off some stunts in Manila? They’ve done it. Create memorable concerts, glitzy pageants, insightful film festivals? Check! After all, with a Tambuli win, you know you’ve got people who are “tamang tama” for the job.

Suite 207, PM Building, 24 Matalino St, Barangay Central, Quezon City info@vpfcreativeproductions.com

www.vpfcreativeproductions.com

+63 2 294 4813 | +63 2 921 4501 loc. 207

SNAPSHOT

DIGITAL

STORYTELLING AND THE CHANGING MARKETING FUNNEL Starcom MediaVest’s new CEO and Ogilvy & Mather’s Head of Strategy share tips on effective communication with “Speak and Be Heard.”

Almirah Maniri

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C O N T E N T A N D C O N T E X T

ouble-teaming to talk about effective marketing communications that speak from the heart during the 3rd Special General Membership Meeting of the Philippine Marketing Association, Leah Besa-Jimenez (Starcom MediaVest’s CEO) and Agnes Acasio Martinez (Ogilvy & Mather’s Head of Strategy) spoke to a packed room as their presentations dovetailed with one another. Quickly summarized by PMA’s Germaine Reyes before their presentations, “Speak and Be Heard” meant to show how these marketing masters bridge the gap between audience and product by using heartwarming stories or ways to amplify content across platforms. adobo magazine | July - August 2015

Asking “what kind of stories resonate?” Acasio Martinez enumerated the eight basic plots that Pinoys or most audiences found most appealing, ranked from the most popular to the least: love, humor, overcoming (a monster or difficulty), rags-to-riches, quest, voyage, and rebirth. Unsurprisingly, tragedy was found the least palatable treatment, and only deemed effective for fund-raising efforts among local NGOs. These basic plots in touching individuals were accompanied by examples of campaigns that illustrated it best, such as Cornetto’s “Express Your Love” in China, or “Dumb Ways to Die” in Australia. Discussing the paradigm shift from the linear funnel to the

Don’t be scared of digital (technology). Dive in, feed it. Brands need to behave as if they’re in perpetual beta. - LEAH BESAJIMENEZ

interactive or interconnected model, Besa-Jimenez emphasized the importance of touching the audience with the right content and context, and of building communities, now that mobile screens have overtaken TV screens as the more widely-viewed medium. “Don’t be scared of digital (technology). Dive in, feed it,” she said, “Brands need to behave as if they’re in perpetual beta.” As audiences become increasingly fueled by so much access, data drives every single action as people like, share and re-post. According to Besa-Jimenez, developing one’s own content will aid in the return of online consumers, whose repeat behavior will in turn help widen or expand digital audiences. She cites Red Bull Media House, as the company strove to create its own unique content for a niche audience, practically owning their own created content thanks to nurturing their online audience and community, who have since stuck around to witness other extreme sporting events—whether it be a guy falling from the stratosphere, someone boarding off the Rice Terraces, or cliff diving from an insanely high platform in Cartegena, Colombia. In the end, content and context for these marketing-savvy women isn’t just about the push or the take—it’s about advocating something to a market—a form of evangelism if you will, borne of sincere belief.

SNAPSHOT

DIGITAL

TOUCHDOWN! Touch Media splits from DDB, making way for a new partner from Interpublic to enter the digital frontier words OLIVER BAYANI

Touch BPN & IPG executives raising a toast to their promising partnership.

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ala nang atrasan ‘to!” (There’s no turning back!), says Roy Santiago, leading a toast with his team and the who’s who in Philippine advertising to welcome Touch BPN, a rebrand of former Touch DDB. Under the spotlight, his toast may show some anxiety, which Santiago humbly admits. But the managing director of Touch BPN claims it was a proud salute to the agency’s ambition to be as nimble as the audiences it serves - now increasingly found in the digital space. For the last seven years, Touch DDB has produced remarkable work in the advertising industry. But it was around February that Gil Chua, CEO and founder of DDB Philippines, first announced a move beyond its heavy roots in traditional media, splitting Touch Media from DDB, an agency network owned by Omnicom, adobo magazine | July - August 2015

to make way for a new partner - a budding full-service media agency owned by the Interpublic Group (IPG) called BPN. “A bigger stage, a new partner, new tools to learn and trends to watch. There’s is good reason to have the jitters but its a challenge we will not run away from,” Santiago shares, recalling the feeling when he was on stage. The partnership also marks the entrance of BPN in the Philippines, joining nine sister IPG agencies: FCB, Initiative, McCann, McCann Health, Momentum, MRM, Mullen Lowe Philippines, UM and Weber Shandwick. Santiago sums up the advantage of the partnership. “Aside from knowing the consumer, agencies are also tasked to determine and respond to what clients need. And at the rate the landscape is changing, more than two heads are better than one.”

It’s a new brand (BPN). They had to develop their tools to address the needs of the changing consumer landscape. The tools were very much driven by digital, social media and what clients need. So we looked at a network that we feel has a lot of flexibility and can evolve who we are to serve our clients. - ROY SANTIAGO

SNAPSHOT

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ABS-CBN COOKS NEW VIDEO NETWORK

Local video creators unite under “Chicken Pork Adobo” to reach more audiences

ultimedia conglomerate ABS-CBN just launched a platform that’s the first of its kind in the Philippines. “Chicken Pork Adobo”, a purely Filipino multichannel network. gathers YouTube content creators to help boost and maximize their online presence. It now started with 90 creators whose channels on YouTube talk about a wide range of topics, from food, toys, fashion, comedy, music, lifestyle, entertainment and arts and crafts. According to Donald Lim, ABS-CBN Chief Digital Officer, the paradigm shift happened when he, along with his colleagues went to VidCon, a U.S. conference for online video practitioners and enthusiasts held in Southern California. “There were heavy lines of kids wanting to go to the convention center, some even camping out just to be able to say hi to YouTube stars,” said Lim. “[That’s when we realized that] the creator industry is big.” The Philippines is one of the top YouTube consumers, with a significant number of Filipino YouTube personalities penetrating the video-sharing website including ‘Kid’s Toys’ channel that features two young girls unboxing toy after toy that their father bought them. Their unboxing video of ‘Baby Alive’ has already reached a whopping 90 million views, their most watched video so far. ‘Kids’ Toys’ is just one of the “Chicken Pork Adobo” creators that was tapped by the network. Included in the pool of Youtube stars are Lloyd Cadena who is known for his hilarious parody videos about love and school, “The Soshal Network,” which features three lawyers who air their views about anything and everything under the sun, and the “Plump Pinay” to name a few. “Today, the marketing arena is adobo magazine | July - August 2015

Donald Lim, Chief Digital Officer of ABS-CBN Broadcasting Corp., shares what the media giant is now cooking online.

Local YouTube stars will now be supported by the media’s massive network.

very much prime for us to penetrate the digital market which is growing and growing,” added Lim. The network itself is also topping YouTube charts with ABS-CBN Entertainment being the most watched YouTube channel in the Philippines and ABS-CBN News ranking as the sixth most watched news channel in the world, surpassing international news outlets CNN and Al Jazeera. Using the network’s resources and marketing prowess, “Chicken Pork Adobo” will help YouTube content creators grow their audience, assist in producing videos that the creators may not afford on their own, and more importantly, monetize their YouTube presence. However, Lim assured that the content will purely come from the content creators themselves and won’t

be dictated by the network, “We will never touch on their content. We may advise regarding ideas or possible collaborations but the content is for the creator to explore.” To avoid legal issues, “Chicken Pork Adobo” will hold digital rights seminars so the creators can learn about fair use when using copyrighted materials for their content, among others. “Chicken Pork Adobo” also isn’t very strict in picking out the YouTube content creators to support, you just have to be passionate about what you’re doing and of course, capable of uploading content on a daily basis. “We won’t look at the minimum views, the creator just have to be passionate,” shared Lim.

W O R K

THE WORK

T H E

Deconstructing Creativity 34 Winning Hearts on the Hardcourt Design 38 Black Gold: The D&AD Black Pencil Showcase Opinion 42 Beauty vs. Utility Raw 44 The Future’s in the Cards Bang for the Buck 48 Khan Kajura Tesan “Centipede Station” Festival Coverage 51 Cannes Lions 2015

Spotlight 90 The Gunn Report 2014 94 Doing Good Can Do You Good 96 Where the Good Finish First 97 Inspiration, Creativity, and Passion 100 Graham Fink: Seeing Art Differenty Creative Review 104 Erick Rosa Spotlight 110 Professional Advice, Taken to Heart 112 Learning from a Visual Engineer Then & Now 114 Brand Centurions July - August 2015 | adobo magazine

DECONSTRUCTING CREATIVITY

THE WORK

WINNING HEARTS ON THE HARDCOURT DUAN EVANS, AKQA’s International ECD and the man behind the Nike Rise project, talks about the disparate elements that came together for the “House of Mamba” campaign. interview ANNA GAMBOA

Finalists ready to play on the LED court

adobo magazine | July - August 2015

oop dreams in a country populated by over a billion people possessed by basketball fever can leave any young wannabe athlete wondering if he or she has the goods to make it in the NBA as the next Yao Ming. Nike, through AKQA, found an electric way to re-energize the country’s passion for the sport—by conducting a talent search that culminated in a technological spectacle using a smart basketball court with LED screens in the floor that could be programmed to do drills and be customized according to the coach’s requirements. Rise was a docu-drama conceptualized to illustrate how

anyone with the passion and ability had a chance to be within the sphere of NBA superstars like LeBron James and Kobe Bryant, a.k.a The Black Mamba. The search for athletic talent at the grassroots level captured the imagination of the Chinese, as did the tech innovations introduced by the LED court in Shanghai that would show live video, animation, and could do motion tracking. With 30 hopefuls from 27 cities vying for the top three spots which would see them participating in the Nike World Basketball festival in Barcelona, the high-profile campaign solidified the brand and strongly

THE WORK

DECONSTRUCTING CREATIVITY

identified it with the popular sport among the mainland Chinese. Conceptualized by AKQA London and Shanghai, International ECD Duan Evans gamely answered some of adobo magazine’s questions about the campaign. Please tell us how the project started out and what the client brief stated. The great thing about this project is that it started with a great brief – which was simply to re-invent the annual Nike Basketball Athlete tour in China. With the goal being to make a deeper connection to local basketballers and help inspire them to become better players. How has the campaign encouraged the popularity of basketball (in terms of athlete development) as a sport in China? The popularity of basketball was never in doubt with hundreds of millions of people playing and/or watching basketball in China. The game is huge. What we wanted to achieve was to really give the local players belief

and an opportunity to raise their game, and inspire others to raise theirs. As well as unprecedented engagement and views - which goes some way to proving the success - we also gathered feedback that the entire campaign had resonated in a far more meaningful way and young basketballers truly felt Nike’s commitment to helping improve their game. Sports clinics by NBA superstars have become special, but why use the LED court to further heighten the excitement level? As the centerpiece of the ‘Rise’ campaign we wanted to create a training and entertainment experience that had never before been imagined. We explored many ideas on how to achieve this and the world’s first motion tracked LED court was the idea that got everybody excited. We believed that this would be an experience that Kobe Bryant, the Rise ballers and the audience would all be blown away by – and that proved to be the case.

1. Kobe Bryant and his dream team 2. Dazzling LED court 3. LeBron James in his shooting form

July - August 2015 | adobo magazine

DECONSTRUCTING CREATIVITY

THE WORK 36

A basketball player hopeful

What other applications will there be for this court for the brand (will it be used in other markets)? How did it impact the audience/players? We have already implanted a version in New York for the All Star weekend and are in development for the next version in China. We are improving the tracking accuracy, the training programs and drills, and creating a coaching iPad app to control the entire experience. We only touched the surface of what is possible and now this can be really refined to become an amazing training tool not only for basketball athletes, but athletes from many sports. I think the initial impact was – wow, what is this? Even Kobe himself was in disbelief – and when he saw the various modes the court could be set to, and the way the drills worked he understood the effectiveness and potential. We can customize the adobo magazine | July - August 2015

system to each player to really hone in on their weaknesses and serve up tailored drills to help improve these areas. It can all be measured so we have all of the data a coach would ever need to monitor and improve every player on his team. Did the “House of Mamba” court generate buzz on Chinese media (did it surpass global media attention)? Rise and House of Mamba were reported on national television in China – but what made it a real success was the traction it achieved globally. It was picked up from core basketball sites and other sport sites to tech and mainstream media. We always wanted to create something made in China that was celebrated globally and this definitely achieved that goal. Based on the success of Rise last year we are doing it for second year in China. Even more excitingly is that

we will be doing a version of Rise in the Philippines which is going to be an amazing experience. When did the campaign launch and how long did it take from brief to implementation? We were briefed in December 2013 – and the campaign launched June 2014. We had a hard deadline as the athlete’s arrival dates determined everything. How many iterations of the court were there and how did the team get to decide on which software/design would be approved for implementation? The final court was the first time that it was actually constructed as a full-sized court. Our key partners Rhizomatics from Tokyo (co-ideation and software) and WiSpark in China (hardware and build) developed the system. We had

Campaign Nike’s “House of Mamba” Agency AKQA London AKQA Shanghai Hoops, hearts, hopes

many tests of the physical build of the court in smaller sections – to make sure that it was an authentic playing surface, didn’t overheat or react to spilt water / sweat. The actual design and software components were being constantly developed, tested and refined right up until the night before the first training session and opening event. The entire system was built to the highest standards - and although the timelines were extremely tight – it was absolutely critical that Kobe Bryant, the coaches and athletes all had an elevated training experience and the live audience witnessed world-class entertainment. Any insights on the campaign worth sharing? The passion for basketball in China amongst young players is quite mind-blowing – there is so much potential

and I’m sure it’s only a matter of time before they become an international super power. Working between London, Shanghai and Tokyo requires a truly collaborative mindset and working environment. Getting government approval to post content live on Tencent was an eye-opener. Kobe Bryant really is one of the greatest players – in terms of style, attitude and mentality. There are no guidelines for creating the world’s first motion tracked LED – so be ready to learn and adapt on the fly. How many awards has it won so far? It has won over 30 awards including 15 golds or best in shows at shows including D&AD, Cannes Lions, Spikes Asia, New York Festivals and the Art Directors Club.

Awards Art Directors Club D&AD Cannes Lions New York Festivals Spikes Asia CREDITS: Duan Evans Executive Creative Director Matt Bennett Will Battersby Associate Creative Directors Meeyee Foong Art Director Jason Zhao Copywriter Carlos Matias Design Director Jianwei Wong Designer Alex Gong Web Developer Joe Cai Executive Producer Nick Townsend Associate Project Director Jenny Lam Senior Project Manager Jose Paz Ignacio Gonzalez Senior Designers Andrew Bao Technical Delivery Manager Rhizomatiks (Tokyo) WiSpark (Shanghai) Production Companies Van Wang WiSpark Senior Account Director Douglas Diaz Rhizomatiks Creative Producer Seiichi Saito Rhizomatiks Creative Director Leslie Cheng Account Director Vivian Liu Account Executive Mike Donohue Account Handler/ Client Partner Alistair Schoonmaker Group Account Director Mindshare, London Media Agency

July - August 2015 | adobo magazine

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DECONSTRUCTING CREATIVITY

DESIGN

THE WORK 38

BLACK GOLD:

THE D&AD BLACK PENCIL SHOWCASE What it takes to score a prestigious win—loads of quirkiness and a dose of truth.

D&AD Black Pencil winners are a rare lot, and it’s because the bar gets raised higher every year. After all, they are about “benchmarking and rewarding great ideas that are well executed and appropriate”. Just as rare as a double Black Pencil win is the year (2003) that no Black Pencils get handed out—yes, they’re that serious about those standards. Formerly classified as a gold award, the Black Pencil is the white whale many agencies dream of catching.

Creativity for Good / Advertising & Marketing Communications - Brand CAMPAIGN #LikeAGirl AGENCY Leo Burnett Chicago, London, Toronto, and Holler CLIENT Procter & Gamble Getting people to talk about what it means to do things #likeagirl was no easy feat, but the campaign managed to spark dialogues online and in other media, spawning a spoof campaign but ultimately prompting overwhelming positive support for young women developing their inner strength along with the joys of unfettered physical freedom.

adobo magazine | July - August 2015

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DESIGN

Branding / Channel Branding & Identity CAMPAIGN Film4 Idents AGENCY 4creative CLIENT Laura Ward With only 30 seconds to identify a channel, the campaign used different cinematographically shot teasers that used iconic images or elements from different film genres to make audiences sit up and really take notice of Film4.

Direct / Direct Integrated Campaigns CAMPAIGN Inglorious Fruits and Vegetables AGENCY Marcel Worldwide CLIENT Intermarché Misshapen fruits and vegetables are still good for you, nutritionally—and as it turns out—financially too, as they’re sold at a discounted price at certain Intermarché shops. Result: the discounted fruits and veggies outsold their perfectly proportioned counterparts, and helped reduce food waste. July - August 2015 | adobo magazine

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Radio Advertising / Radio Advertising Campaigns CAMPAIGN K9FM AGENCY Colenso BBDO CLIENT Mars The first D&AD Black Pencil given for a radio campaign in over 30 years, the campaign features dog-friendly tunes, as well as the sound of their master’s voice—allowing lonely pooches a better way to manage their time alone. As Tony Hertz says, “Everything is there to demonstrate that the brand really, really cares about dogs...”

Branding / Branding Schemes/Medium Organisation WORK G.F. Smith AGENCY Made Thought CLIENT G.F. Smith Rebranding a paper company by creating a brand book reminiscent of a paper sample booklet with the company’s new logo/typeface cleverly tied in the company’s identity with their product. adobo magazine | July - August 2015

OPINION

THE WORK

BEAUTY VS. UTILITY

A talk by designer STEFAN SAGMEISTER at a Barcelona festival inspires a debate about beauty versus utility.

few weeks ago I found myself standing in a sunny courtyard, feeling rather contented with life for three reasons. One: the courtyard was in Barcelona. Two: I was attending OFFF, the annual festival of digital art and design, possibly one of the world’s coolest events. And three: I was about to attend a speech by Stefan Sagmeister, the genius graphic designer whose talks I’d only previously seen online. Sagmeister seems to have made the search for happiness and fulfilment – indeed, the quest to create a nicer world – part of his brand identity. One of his most popular TED speeches discusses the influence of free time on workplace creativity. It’s true that we are generally encouraged to feel guilty when we’re not working – as if a vacation is merely a self-indulgent waste of time. As a writer and occasional freelancer, I know this to be false. I’ve done some of my best creative writing while on vacation; and had some of my most career-changing ideas. Your mind doesn’t turn off while you’re on the beach, or mooching around a foreign city. Quite the opposite: it freeassociates, mixing new sensations with old and using this rare period of leisure to cook up the results. This time Sagmeister addressed a wider question: namely, when did architects decide that functionality was preferable to beauty? And why, as a result, has our planet been blighted by concrete eyesores? To kick off, the designer mentioned that he once spoke at an OFFF conference in Lisbon. adobo magazine | July - August 2015

illustration

While there he visited a castle, a building “pretty much designed to shoot cannonballs at intruding armies.” Yet it was also beautiful, with symmetrical entrances and intricately decorated doorknobs. Sagmeister compared this unfavorably to his next conference venue, a Memphis convention center which was essentially a slab of 1970s concrete. “Nothing was designed with beauty in mind.”

What’s worse is that many hotels and apartment blocks – places where people are expected to relax, to live – have been designed with the same brutal functionalism. Sagmeister put the blame firmly at the door of the Modernist movement, led by the architect Adolf Loos, author of the manifesto Ornament & Crime. He felt that it was criminal to force workmen to waste their time on ornamentation – and that modern buildings should be purely functional.

Dempson Mayuga

OPINION

Mark Tungate is a British journalist based in Paris. He is editorial director of the Epica Awards, the only global creative awards judged by the specialist press. Mark is the author of six books about branding and marketing, including the recent Branded Beauty: How Marketing Changed the Way We Look .

THE WORK

A DIFFERENT ANGLE ON CREATIVITY

43 Loos was a huge influence on the Bauhaus movement, which in turn became “the leading influence on architectural and design thinking throughout the 20th century.” Sagmeister points out that one of the most famous proponents of the Bauhaus movement, Le Corbusier, wanted to tear down Paris and replace it with tower blocks – and an airport. Coincidentally, and with a certain irony, there’s a current exhibition devoted to Le Corbusier at the Pompidou Centre in Paris. It’s sponsored not by a luxury brand, as many exhibitions are, but by the concrete and cement producer Lafarge. “A house is a machine for living in,” said Le Corbusier. But tell me – do you really want to live inside a machine? Le Corbusier and his fellow travellers Mies van der Rohe and Walter Gropius were responsible for a “mass uglification of the world”, according to Sagmeister. Some of their creations were masterpieces;

but most of the buildings inspired by them weren’t. Across the planet, developers found that utilitarian buildings could be erected cheaply and quickly. In Europe, the movement was accelerated by the urgent need to rebuild after World War Two. Soviet-style blocks soon began appearing in European, U.S. and Asian cities, a trend that persists even today. As a Paris-dweller and appreciator of frivolity, I enthusiastically agreed with Sagmeister’s speech. I’ve seen first-hand (as I’m sure you have) that pure functionality doesn’t work for human beings. In the 1990s I lived near the tower blocks of Brixton, London – concrete warrens of misery and drug trafficking. In Paris, just beyond the ring road (Le Periphérique) that effectively creates a border around the city, lie the troubled suburbs, or banlieus, which contain exactly the same tower blocks, and have bred similar problems – not to

mention a small minority of young Muslim men who want to wage jihad either in Syria or at home. When people come to Paris, they don’t wander out into the suburbs to admire the Modernistinspired blocks. Instead, they make for the Marais, a low-rise mixture of lovely buildings from the 16th to the 19th centuries, alongside a number of medieval gems, and a blend of quaint boutiques and restaurants. The Marais is pretty – in fact, it is decorative. One might argue that New York is a city of functional buildings, but nothing could be further than the truth. Its best-loved neighbourhoods – Greenwich Village, SoHo – and its most revered structures – the Empire State, the Chrysler Building – are clearly picturesque. We dream of living and working in these places; nobody dreams of living in a Brixton tower block. Pure functionality, as Sagmeister argued, doesn’t function. But beauty makes life worth living.

Sagmeister & Walsh Studio, photo by Mario de Armas

July - August 2015 | adobo magazine

RAW

THE WORK

THE FUTURE’S IN THE CARDS Our next wave of top women creatives is already here, ladies known in their respective agencies for their passion, aesthetic sense, and gift for communication. A curation of some of the industry’s best and brightest – chosen by adobo and the top agencies in the Philippines.

BIA FERNANDEZ-FAMULARCANO

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Maui Reyes Maui Vera Reyes is currently the Digital Creative Team Head at Leo Burnett Manila. In the past ten years, she has helped create integrated marketing solutions and campaigns that cover all forms of media, working on brands such as Kraft Foods Group Inc., Pepsi, P&G, McDonald’s, and PLDT. Some of these campaigns were also recognized by various local and award-giving bodies (Araw, Kidlat, Boomerang, Spikes, Clio, AdFest.) Her work has also been shortlisted at Cannes. She spends whatever free time she has baking pastries and keeping up with her pre-school daughter. #2 2014 ADOBO CREATIVE RANKINGS (DIGITAL CREATIVE) adobo magazine | July - August 2015

Bia Fernandez-Famularcano Bia Fernandez-Famularcano is a certified Google-addict who loves finding out what’s good, new and exciting in the world and figuring out how she can contribute to it. Currently a creative director at Publicis JimenezBasic, she handles some of the biggest Filipino brands such as NutriAsia, Monde Nissin, Globe, and Splash Corporation. Bia has been recognized at Cannes, AdFest, Spikes, One Show , Clio, LIA, and Kidlat but has no plans to rest on her laurels. #4 2014 ADOBO CREATIVE RANKINGS (CREATIVE DIRECTOR)

CREATIVE DIRECTOR

photo by

John Ed de

ASSOC. C REATIVE DIRECTOR

Z NIKKI GOLE

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CJ DE SIL VA

THE WORK

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Vera

CJ de Silva CJ de Silva-Ong has been painting since she was five years old and held her first one-man exhibit at age 11. Currently an associate creative director at TBWA\Digital Arts Network, she immediately worked for TBWA Santiago Mangada Puno right after graduating from UP Diliman’s College of Fine Arts. Handling brands such as Oishi, Tokyo Tokyo, Unilab, Ayala, Del Monte and Smart—CJ’s work has been recognized in local and international shows such as AdFest, Spikes, One Show, D&AD and is part of the team that bagged the country’s first Webby. #17 2014 ADOBO CREATIVE RANKINGS (CREATIVE DIRECTOR)

Nikki Golez Set to write for Al Jazeera before advertising called, Nikki Golez is a graduate of the Ateneo de Manila University, and the Miami Ad School. Currently a creative director at BBDO Guerrero. Brands that Nikki has worked on include Pepsi, Johnson & Johnson, Wrigley, Manila Bulletin, The Philippine Department of Tourism, and The National Union of Journalists of the Philippines. Her work has garnered metal at D&AD, Spikes, AdFest and AdStars. In addition, she’s been shortlisted at Cannes, One Show and LIA, and received multiple Grand Prix recognition at local shows like Kidlat, Tinta and Tambuli. #20 2014 ADOBO CREATIVE RANKINGS (CREATIVE DIRECTOR) July - August 2015 | adobo magazine

RACHEL TEOT ICO

Maan Bautista A homegrown J. Walter Thompson creative, Maan Bautista started out as a creative management trainee in 2005 and is now associate creative director, handling key accounts such as Johnson & Johnson and Nestle. She has consistently brought home metals from major local award shows. Her work has also been recognized at Adfest and Cannes. In 2012, she won Gold at the inaugural Spikes Asia Agency Shootout Competition. When she’s not thinking of ideas, Maan’s probably curled up in a coffee shop couch with a book in her hands, hopping on a plane to explore the world, or learning how to swim. She hopes to publish a children’s book someday. #21 2014 ADOBO CREATIVE RANKINGS (COPYWRITER)

Rachel Teotico Rachel Teotico Yulo is a copywriter who loves vases with faces and has killed many houseplants. She is presently a creative director at BBDO Guerrero and, on occasion, a contributing writer for Mabuhay magazine. Rachel’s work has been recognized at Cannes, AdFest, Spikes, One Show, Ad Stars, Clio and LIA. She has been awarded adobo magazine’s Copywriter of the Year and has represented the Philippines at Young Lotus and Young Spikes. Outside of advertising, Rachel has been sent to France for winning Lonely Planet and KLM’s writing contest and her work has been shortlisted for Glimmer Train’s Short Story Award for New Writers. When she finds time away from taglines and banner ads, Rachel works on a novel that she hopes to finish some time before the apocalypse. #28 2014 ADOBO CREATIVE RANKINGS (COPYWRITER)

adobo magazine | July - August 2015

CREATIVE DIR ECTOR

THE WORK

UTISTA MAAN BA

ECTOR ATIVE DIR E R C . C O ASS

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A MELA ADVINCUL

DIRECTOR ASSOC. CREATIVE

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DENISE TEE

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Denise Tee Currently a creative director and head of art at Ace Saatchi & Saatchi, Denise Tee has reaped various accolades working for myriad clients. Metals from The Work, Clio, Cannes, Spikes and AdFest continue to pile up, along with Tinta, Araw, Kidlat wins. A cineaste and passionate design advocate, she continues to walk the talk in her personal and professional life. #30 2014 ADOBO CREATIVE RANKINGS (ART DIRECTOR)

Mela Advincula Mela Advincula is a Fine Arts graduate from UP Diliman, and was hired straight out from her college thesis defense into Leo Burnett Manila. She started as junior copywriter then shifted into art director, and is currently associate creative director -- the 10-year roller coaster ride all happening within the same agency. She currently handles multinational brands McDonaldâ&#x20AC;&#x2122;s, P&G, and Pfizer, among others. She joined the Cannes Young Lions Creatives Competition in 2007 and with her writer partner bagged the silver medal for Print, at that time the first for the country in the international contest. Since then, her workâ&#x20AC;&#x2122;s been featured in-book for D&AD and The Work, and has been recognized both in international and local shows. #43 2014 ADOBO CREATIVE RANKINGS (ART DIRECTOR) July - August 2015 | adobo magazine

BANG FOR THE BUCK

THE WORK

KAN KHAJURA TESAN “CENTIPEDE STATION” The case for creative effectiveness

CLIENT Hindustan Unilever Limited (HUL) AGENCY Lowe Lintas & Partners and PHD India AWARD WINS The campaign was honored the prestigious Lions Gold awards at Cannes in the use of audio, use of mobile and response/ real time activity categories. Spikes Asia gave it a Gold (Fast Moving Consumer Goods) and a Silver (Use of Digital in Media Campaign). In the same year, it also took home the Gold Medal for Creative Use of Media from the Golden Award of Montreux. Aside from metals, it also won the US$5,000 Grand Prix cash prize from Warc, the marketing intelligence service and benchmark for commercial creativity, on top of the US$1,250 Asia First Special Award for insight the rest of the world can learn from. Recently, the campaign added a Gold to its roster in the Brand Utility Category of the APAC Effie Awards. adobo magazine | July - August 2015

WHAT IS IT? Kan Khajura Tesan (KKT) or “centipede station”, is a campaign that involves the use of mobile phones and a mobile-based radio entertainment to advertise consumer products to “media dark” remote regions of Bihar, Uttar Pradesh (UP) and Jharkhand, India’s Hindi- and Bhojpuri-speaking belt where there’s no electricity but where more than 70% of residents own simple mobile phones. By giving a missed call to the designated number, a practice borrowed from the locals to preserve precious talk time, users would receive a call back with access to an entertainment stream, interspersed with Unilever India advertisements. The content was customised for each state. This opened up a window of opportunity in reaching millions of consumers with brand messages, in an engaging and relevant environment with free content. RESULTS In just four weeks, the brand got a total of 3.2 lakh (US$5,025) missed calls from 28,000 unique numbers. After three months of launching the campaign in UP and Bihar, over five million missed calls were received

from 7.7 lakh (US$10,993) unique numbers. And within a mere six months of the execution, there were over eight million subscribers in the two states – far exceeding initial aims, making KKT the single largest media channel in Bihar and Jharkhand. KKT reaches 60% of the non-TV households in these states. The consumer base is growing swiftly at an average of 35,000 users a day, with one million unique callers engaging per month. As a result, the advertisements for the three targeted brands by Unilever—Wheels, Ponds and Close Up—have been heard more than 20 million times. It also recorded an increase in spontaneous awareness for all three brands associated: Wheel – 20%; Ponds White Beauty – 56%; and Close Up – 39%. All of this at 4 cents cost per contact. HUL plans to eventually take KKT to more states, and selection will depend on a combination of factors such as level of traditional media penetration, mobile phone penetration, and awareness of HUL’s brands. HUL’s advertising agency, Lowe, hopes that in a year’s time KKT will reach more than 50 million consumers.

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Intention, Innovation and Celebrations: Cannes in a nutshell Australia Leads Apac with 40 Metals BBDO India Wins the Inaugural Glass Lions Grand Prix Asia Pacific Showcase Worst Cannes Lions Performance For PH Epic Splits, Iron Fishes and Emoji Pizzas Cannes Insights from Tay Guan Hin Jury Comments The Cannes Debate: Sir Martin Sorrell in Conversation with Al Gore Heineken’s Creative Ladder Serial: Binge-Worthy Journalism According to Cognitive Neuroscience, We’re in the Dark Ages Cannes Bits 12 Radio Lions Lessons Powerful, World-Changing Ideas How to Survive Cannes Lions: A Field Guide for Introverts Unconventional Advice from Cannes Promo and Activation: The Sharp End of Our Business Creativity= Steroids + Unicorn Dust Drive to Transform Who Wants to be a F#@%Ing Advertising Agency Cannes Grants Bob Greenberg the 2015 Lion of St. Mark Cannes Lions Special Awards Cannes Lions Photo Collage

The Philippines’ official Cannes Lions representative

FESTIVAL COVERAGE

Intention, Innovation and Celebrations

Cannes in a nutshell

adobo’s Editor-in-Chief ANGEL GUERRERO summarizes the spectacle known as the 2015 Cannes Lions festival of Creativity. 52

. Walter Thompson SEA regional creative director’s Tay Guan Hin summed this year’s the 62nd Cannes Lions International Festival of Creativity perfectly, “Cannes has become a Disneyland for the marketing communication industry. It’s grown brighter, larger and louder and this year is proof of it. Over 13,000 delegates, not counting others who didn’t register.” This is a record year at Cannes in terms of entries and delegates said Terry Savage, festival chairman. So big that information kiosks on “How to Cannes” aid in the maneuvering of the hundreds of inspirational seminars with big names, the display of the world greatest ad campaigns, the celebrated awards, the indispensable networking events, yes, the parties. Creativity in action. The Lions Health and the Cannes Lions Innovation are spawns from the original festival. What else should we expect. The festival is a barometer of where the communications industry, where it is today and where it is going. Jonathan Midenhall, CMO of Airbnb said, “Everytime I come, I leave a much bigger person in terms of my understanding of creativity.” Marketers now get why Cannes matters and has drawn in everyone else in the game from technology companies to media vendors. There is a price to pay, the stunning beach view that make this all-consuming festival priceless has now been blocked by sponsored beach huts. One of the biggest themes of the year was around gender equality. This was embodied in the introduction of the Glass

adobo magazine | July - August 2015

Lion award. And perhaps most impressively of all the organizers are donating all entry fees in the category to a “programme that promotes and enables the creation of a more gender-neutral media landscape,” committed Philip Thomas, festival president. And bravo, there were more women in the jury panels. Leo Burnett’s #Likeagirl, Droga5’s UnderArmour multi-social campaign featuring Giselle Bundchen, BBDO India’s Always “Don’t Touch The Pickle” landed top awards as they were popular favorites. This year there’s been a lot of emphasis on artificial intelligence at the festival and looking to the future. According to AKQA’s Rei Inamoto, machines will become “as smart or even smarter than human beings. The were quite a few scientists at the festival of creativity. The creator of the World Wide Web, Sir Tim Berners-Lee, was there to talk about his book ‘Sentience’ – which deals with the coming AI revolution that will change the way we live. And if you’d rather watch a movie than read a book, he recommends ‘Ex Machina’ as showing what might be coming soon – in real life. Physicist Brian Cox asked if anyone knew who Sir John Hegarty was and proceeded to challenge his assertion that ‘too much data’ was a bad thing. Google won the mobile Grand Prix for it’s ‘Oculus Thrift’ cardboard VR device which shows just how many people want to win a Lion these days. Crispin Porter and Bogusky talked about how they have expanded into product development with venture capitalists – and

after a few teething troubles have done so very profitably: Selling a premium rum brand they developed (presumably with some partners) for ‘in excess of’ $100m. Industry pioneer R/GA’s Bob Greenberg talked about redefining the agency business into digital, integrating techstars from Silicon Valley, Ultimately though the core issue came down to talent: its discovery and development. 72 and Sunny presented a revealing seminar about

Fireworks light up the night sky at the Croisette

how to grow an agency without losing its culture. While Al Molesley of 180 Amsterdam gave an amusing account of dealing with the opposite problem: losing a client that was over 80% of the agency’s revenue. As for the Cannes Lions winners there was a common thread of social responsibility, innovative technology and impactful scale. Last year we wondered if these themes had played themselves out. And the answer seems to be ‘not yet.’ The direction

may shift slightly but saving the world looks like staying in fashion as long as there’s something to save. The Lucky Iron Fish debacle saw a charity rightly get the credit after an over-enthusiastic agency somehow left their name off the entry form in the Product Design category. Ogilvy scored the Network of the Year for the fourth time, trumping BBDO yet again, with a strong haul of a Titanium Lion win

and 26 Gold Lions. Tham Khai Meng must be doing something right. But this year we see Ogilvy’s worldwide leader Miles Young step down from 1. The celebratory advertising to be an administrator spirit grips the at Oxford University, his alma Cannes crowd mater. It was wonderful to see him as they take pictures of the step up with his crew to receive his festivities. final Network of the Year Award. A tough one to dislodge: WPP, as 2. This is the predicted, took home the Holding android you’ll soon be looking Company of the Year Awards. for: the Matsuko This year’s Lion of St. Mark, Droid award that recognizes ad greats and legends, went to Bob Greenberg while 3. The charismatic Pharrell his agency R/GA landed the Agency Williams of the Year award. Droga5 deserves addresses the Independent Agency of the Year his enthralled win as did Al Gore the Lion Heart audience. award for his work on climate change. The biggest winners at Cannes were celebrated and held in awe, and you can if you work hard at it, meet these ad greats, exchange a few words and do a selfie. Cannes makes it accessible. As the red carpet rolls up at the Palais and the peak of the European summer sets in, there are hundred of empty bottles of CÔtes de Provence rosé piled high, I can only remark, it was more than worth it. Pharrell Williams, with eleven Grammy awards and an Oscar under his belt, was one of the headline celebrity names in this year’s Cannes, sharing how intention is universally powerful, tempering hard edged innovation into something relatable and human. “As an artist, you have to make sure your intention is pure. That’s how you hold people’s attention. People can hear your intention. When you do things for money, they can tell. They don’t care. If they respect you, they stick around.” July - August 2015 | adobo magazine

FESTIVAL COVERAGE

Australia leads APAC with 40 metals M&C Saatchi Sydney’s ‘Clever Buoy’ wins most Golds and the region’s lone coveted Titanium Lion at Cannes 54

ith a total of 40 metals in the haul, Australia was again the leading country among the Asia-Pacific contenders. M&C Saatchi Sydney scooped several Golds and the coveted Titanium Lion, the only APAC country to do so, for its campaign ‘Clever Buoy’ for Optus Network. The campaign featured the world’s first shark detection buoy. This device can alert beach-loving Australians if there is any threat of a shark attack by sending signals from underwater to the beach authorities using the Optus network. ‘Clever Buoy’ was awarded Gold Lions for Mobile, Cyber and PR, as well as an Innovation Lion.

adobo magazine | July - August 2015

Following Australia is Japan with 28 metals, the Dentsu Group with a total of 21 Lions brought in most of the country’s metal wins. Compared to last year’s performance, APAC saw a decline in the number of awards. Australia also led the region in 2014 with a total of 63 metal wins and was followed by Japan with 44 Lions. India’s metal haul of 27 Lions last year was also down to 13 this year while China’s 21 Lions went down to 15–two of APAC’s frontrunners. Meanwhile, the region scored the inaugural Glass Lions Grand Prix for BBDO India and Bigfoot Films’ campaign, ‘Touch the Pickle’ for Procter and Gamble’s Whisper, APAC’s sole top award.

APEC Metal Tally 1. M&C Saatchi Folks from M&C Saatchi Sydney clutching APAC’s lone Titanium Lion. 2. Dentsu Gold “Get Back Tohoku” one of Dentsu’s Gold Lion winners for Design. 3. Colenso BBDO “Breast Cream” the cream that fights cancer earned a Gold Lion for Press.

Australia

Japan

New Zealand

China

Singapore

India

South Korea

Thailand

Malaysia

Lebanon

Indonesia

Hong Kong

BBDO India wins the inaugural Glass Lions Grand Prix This year, Cannes Lions awards campaigns that break through gender bias and shatter stereotypical portrayals of men and women.

campaign that breaks one of the many myths about women’s menstruation in India was chosen as the first ever recipient of the Glass Lions Grand Prix. ‘Touch the Pickle’ by BBDO India and Bigfoot Films for Procter & Gamble brand, Whisper sheds light on these long-held taboos by highlighting probably one of the most ridiculous–women who are on their period are not supposed to touch pickle jars for fear that mere contact might spoil its contents. This view of the natural, biological process that women undergo is rooted in India’s cultural belief that menstruation is a curse and that when women have it, everything they touch will be smeared with negative energy. In the spot, a girl who is on her period is shown to be as able as when she isn’t. She is even able to play and win a strenuous game of tennis in which she receives a pickle jar as her prize and encourages other women to join the ‘Touch the Pickle’ movement. “We took the judging responsibility very seriously. We know it will make a statement. We want to shatter stereotypes and to effect true cultural change,” said Cindy Gallup, Glass Lions Jury president and founder of BBH New York. A total of seven Glass Lions were awarded including the popular ‘#LikeAGirl’ campaign, a collaboration between MSLGroup New York and Leo Burnett Toronto for another P&G brand, Always, a close contender for the inaugural top prize.

BBDO India’s Chairman and Chief Creative Officer Josy Paul proudly holding the first Glass Lion Grand Prix. July - August 2015 | adobo magazine

FESTIVAL COVERAGE

ASIA PACIFIC SHOWCASE 56

GLASS LIONS - Grand Prix Campaign: Touch the Pickle Agency: BBDO India Client: P&G / Whisper

MOBILE, CYBER, PR GOLD LIONS, TITANIUM LION, INNOVATION LION Campaign: Clever Buoy Agency: M&C Saatchi Sydney Client: Optus

adobo magazine | July - August 2015

CYBER - Gold Campaign: Look at Me Agency: Cheil Worldwide Client: Samsung

PR - Gold Campaign: Great Chinese Names for Great Britain Agency: Ogilvy Beijing Client: Visit Britain

PR - Gold Campaign: True Wetsuits Agency: TBWA\Hakuhodo Client: Quiksilver Japan

July - August 2015 | adobo magazine

FESTIVAL COVERAGE

BRANDED CONTENT & ENTERTAINMENT - Gold Campaign: Tinnyvision Agency: Clemenger BBDO Client: Snapchat 58

BRANDED CONTENT & ENTERTAINMENT - Gold Campaign: The 3-Second Cooking ‘Shrimp Frying Cannon’ and ‘Super Fried Dumpling’ Agency: Tokyu Agency Tokyo and NTT Advertising Client: NTT Docomo

MEDIA - Gold Campaign: Lebanon4Sale Agency: Leo Burnett Beirut Client: Sakker El Dekkenge (Stop the Shop)

adobo magazine | July - August 2015

MEDIA - Gold Campaign: Search for free WiFi/Search for Missing Children Agency: TBWA\Beijing Shanghai Client: Baobeihuijia 59

OUTDOOR - Gold Campaign: Keep Shouting Agency: BBDO Proximity Thailand Client: Millimed Thailand

OUTDOOR - Gold Campaign: KFC “Burger” “Chicken” “Fries” Agency: BBDO Proximity Malaysia Client: KFC

July - August 2015 | adobo magazine

FESTIVAL COVERAGE

OUTDOOR - Gold Campaign: Breathe Again Agency: Y&R Shanghai Client: Xiao Zhu

PRESS Campaign: A Cream That Gives You Wrinkles Agency: Colenso BBDO Client: Skinfoods/New Zealand Breast Cancer Foundation

PROMO & ACTIVATION LIONS - Gold Campaign: 4G4Good Agency: DDB Singapore Client: Starhub

adobo magazine | July - August 2015

Worst Cannes Lions Performance for PH

Team PH took home one Bronze Lion for Lions Health, the least number of awards earned by the country in five years. 61

s the Cannes Lions International Festival of Creativity came to a close, the Philippines went home without adding another Lion to its bag since TBWA\Santiago Mangada Puno won a Bronze Lion for ‘Hana Water Billboard’ (The Vetiver Project) in the Lions Health Awards. Four other Philippine agencies, Y&R Philippines, Dentsu Philippines, Leo Burnett Group Manila and Ace Saatchi & Saatchi Manila shortlisted for the Press, Media, Outdoor and Branded Content & Entertainment Lions while TBWA\Santiago Mangada Puno’s ‘Hana Water Billboard’ shortlisted twice in Media and Design, but failed to snatch another metal win. This has been the country’s worst performance in the biggest advertising festival in the world in five years. Back in 2011, the Philippines recorded a total of four Lions: two Silvers, one for TBWA\SMP’s Boysen Philippines’ ‘Jellyfish’ and ‘Snail’ and one for BBDO Guerrero’s ‘Persistent Headaches’ and two other Bronzes. PHL Young Lions Justin Ferrer and Angeline Go also won a Gold in the Young Marketers Competition. The following year, our metal wins climbed to six Lions when the country took home one Silver for BBDO Guerrero’s campaign, ‘Liter of Light’, and four Bronzes. For the second year, the Philippine representatives, Nolan Fabular and Abigail Capa won a bronze in the inaugural Young Lions Design competition.

In 2013, in what was considered as the Philippines’ most fruitful year in Cannes Lions history, DM9 JaymeSyfu took home the country’s first ever Grand Prix for the Smart ’TXTBKS’ campaign. Other than winning Best of Show, the Philippines scored a total of 13 Lions including a Gold Lion for J. Walter Thompson Manila’s ‘Energizer Schick Icons’ poster campaign, and two more Golds for Ace Saatchi & Saatchi’s ‘Screen-Age Love Story’ campaign for PLDT. Despite the absence of a Grand Prix or Gold Lion in 2014, the Philippines still did not disappoint because the country earned six Bronze Lions and one Silver for Lowe Philippines’ ‘SM Eco Bags’ campaign while TBWA\Santiago Mangada Puno’s campaign, ‘Biggest Air Filter’, for Boysen Philippines was awarded by ACT Responsible. In an interview with adobo magazine, Brandie Tan, Publicis JimenezBasic Executive Creative Director and Cannes Lions 2015 Radio juror shared, “Last year was a ‘rigodon’ year–several key creatives have moved agencies and some have even left the country. This means it’s taking a bit more time for the usual suspects (creatives) to hit home run in their new agencies. Moreover,

production budgets have gone down, and the quality of our work suffers with it. Having said these things now, they might seem like excuses but really, there’s no reason why we didn’t win so much this year.” TBWA\Santiago Mangada Puno’s executive creative director and Cannes Lions 2015 Outdoor jury member Joey Tiempo, meanwhile, chose not to focus on how the Philippines performed this year, “There are many reasons why we didn’t do great, but Cannes is like a lottery– sometimes it’s just luck.”

July - August 2015 | adobo magazine

FESTIVAL COVERAGE

Epic Splits, Iron Fishes and Emoji Pizzas

Celebrating different or novel approaches, the Grand Prix showcase features a diverse range of campaigns and the ways a campaign can cleverly and effectively reach an audience, or affect their feelings. 62

he top awardees at this year’s Cannes Lions turned out to be a remarkably accurate barometer of creativity, ambition and direction. Volvo hauled four Grand Prix awards this year, and in the case of Volvo, its ‘Live Test Series’ via Forsman & Bodenfors was a clear winner, nabbing a Grand Prix in Creative Effectiveness. Made viral by Jean Claude Van Damme’s ‘Epic Split’, the campaign already won a remarkable Cyber and Film Grand Prix in 2014. Grey London and their work with Volvo LifePaint , a washoff reflective paint that curbs nighttime cycling accidents in the UK, earned them another two Grand Prix awards in Promo & Activations and Design. The car maker also secured a Direct Lions Grand Prix for the social campaign ‘Interception’ with Grey New York. Mobile devices have been the heart of four Grand Prix winners, including the Titanium Grand Prix winner - the Domino’s Pizza emoji ordering system from Crispin Porter & Bogusky . The Integrated Grand Prix winner ‘ReZpect,’ was an emotional 100-second ad from Nike’s Jordan Brand and Wieden + Kennedy honoring baseball legend Derek Jeter. The outdoor and mobile Grand Prix winners, Apple’s ‘Shot on iPhone 6’ via TBWA/Media Arts Lab and Google Cardboard, shows how mobile technology has evolved. Y&R Team Red from Istanbul took home a media Grand Prix for the Vodaphone Red Light Application, an app that helped save abused women in Turkey. ‘The Berlin Wall of Sound’ by Soundcloud and Grey Germany won a Grand Prix for Radio by adobo magazine | July - August 2015

seamlessly meshing visuals to support an audio reconstruction of the landmark commemorating the 25th anniversary of its fall. It did raise some questions on what really counts as a radio ad for Cannes from radio veterans like Tony Hertz, who’s been a Cannes jury many times over. The Community from Miami won the Press Grand Prix for Buenos Aires City’s new 24/7 automatic bicycle system. Aptly named ‘Never Stop Riding’, it portrayed the wheels of a bike as characters locked in a chase. Girl power was a huge winner in Public Relations, with Always’ ‘#Likeagirl’ campaign from MSLGroup/Leo Burnett scoring the Grand Prix. Gender was also high on the agenda in the Cyber Lions, which was topped by ‘I Will What I Want’ from Under Armour and Droga5, highlighted by Gisele Bündchen’s intense workout, as she ignored real-time social comments reacting to her signing with the sports brand. What3words, a Londonbased company that mapped the entire globe with just three words, took home this year’s Innovation Lions Grand Prix. Film had a strong showing with two Grand Prix winners: F/Nazca Saatchi & Saatchi 100 for Leica is a breathtaking 2-minute spot recreating 35 historical Leica photos for the brand’s 100th anniversary, while ‘Unskippable’ from The Martin Agency is a series of silly, yet effective 20-second ads for car insurance company Geico. For Film Craft, ‘Monty’s Christmas’ for department store John Lewis won the Grand Prix.

However, the ad industry will have to wait until next year to see a campaign worthy of a Grand Prix for Creative Data, a new category, and the Branded Content and Entertainment category. A small iron fish stirred up quite the controversy in this year’s Cannes Lions, sinking the hopes of Geometry Global Dubai to take home the region’s Grand Prix in product design. Geometry won the top award for The Lucky Iron Fish, a chunk of iron thrown in while cooking to enrich iron-deficient meals in Cambodia but the agency was soon accused of taking credit for the idea from Singapore agency Arcade, with its co-founder Gary Tranter calling the entry “bullshit” in an official statement. The organizers of Cannes Lions cleared the stink with an investigation where it was agreed that the Lucky Iron Fish Company should be the sole recipient of the award. In a statement, Geometry explained that they have mistakenly filed the agency and Memac Ogilvy as the ‘entrant company’ for the a campaign when it was possible for the client to enter on its own.

Forsman & Brothers takes home a Grand Prix for the Volvo Live Test Series best known for Jean Claude Van Damme’s Epic Split.

INTEGRATED LIONS Campaign: RE2PECT Agency: Wieden + Kennedy Client: Nike

TITANIUM LIONS Campaign: Emoji Ordering Agency: CP+B Client: Dominoâ&#x20AC;&#x2122;s Pizza

DIRECT LIONS Campaign: The Greatest Interception Ever Agency: Grey New York Client: Volvo

July - August 2015 | adobo magazine

FESTIVAL COVERAGE

PRESS LIONS Campaign: Never Stop Riding Agency: The Community Client: The Buenos Aires Public Bike System MOBILE LIONS Campaign: Google Cardboard Entrant: Google

adobo magazine | July - August 2015

CREATIVE EFFECTIVENESS LIONS Campaign: The Volvo Live Test Series Agency: Forsman and Bodenfors Client: Volvo 65

OUTDOOR LIONS Campaign: Shot on iPhone 6 Agency: TBWA\Media Arts Lab Client: Apple

PR LIONS Campaign: #LikeAGirl Agency: MSLGROUP New York and Leo Burnett Toronto Client: P & G / Whisper

July - August 2015 | adobo magazine

FESTIVAL COVERAGE

MEDIA LIONS Campaign: Red Light Application Agency: Y&R Team Red Client: Vodafone

GLASS LIONS Campaign: Touch the Pickle Agency: BBDO India Client: P&G / Whisper

RADIO LIONS Campaign: The Berlin Wall of Sound Agency: Grey Germany Client: Soundcloud

adobo magazine | July - August 2015

PRODUCT DESIGN LIONS Campaign: Lucky Iron Fish Entrant: Lucky Iron Fish Company

DESIGN LIONS and PROMO & ACTIVATION LIONS Campaign: LifePaint Agency: Grey London Client: Volvo

INNOVATION LIONS Campaign: What3Words Entrant: What3Words

July - August 2015 | adobo magazine

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FILM CRAFT Campaign: Montyâ&#x20AC;&#x2122;s Christmas Agency: adam&eve DDB Client: John Lewis

FILM LIONS Campaign: Unskippable Agency: The Martin Agency Client: Geico

FILM LIONS Campaign: 100 Agency: F/Nazca Saatchi & Saatchi Client: Leica

adobo magazine | July - August 2015

Cannes Insights from Tay Guan Hin Veteran jury and J.Walter Thompson’s SEA Creative Director sums up his 2015 Cannes Lions observation

annes has become a Disneyland for the marketing communication industry. It’s grown brighter, larger and louder and this year is proof of it. Over 13,000 delegates, not counting others who didn’t register, came here to network and party. Tons of attractions like shows, seminars, tech, master classes created long queues hours before the doors opened. Even veteran delegates will need to take one of the “tours” to navigate through all this. I don’t consider it a burden being stuck in a dark room to judge the cyber category. Even though we didn’t get much sun on the beach, watching thousands of entries enlightened our minds. In fact, it’s like taking a Master Class crash course in digital. Through endless debates and discussion from 26 juries, I learned their point of view, saw how they responded to each entry and got a fresh perspective and understood how they evaluated. However, when it came to awarding conceptual thinking and craft most of our opinions were pretty similar. I’d like to share three main observations from the festival. 1 Before Obama proclaimed June 2015 as LGBT Pride Month, calling all people to eliminate prejudice and to celebrate the great diversity of Americans, there were signs in some of the winning work that strongly supported the LGBT community as part of their brand positioning.Expect to see more brands incorporate this theme in the future. 2 Gender empowerment and equality is taking a stronger stand. This year, there were more woman judges in every category, including

a record number of five women jury presidents. Even Terry Savage mentioned this in his press release: “It’s particularly exciting to see so many women numbered among that elite group. We are looking forward to a time when there is true gender balance in the industry and this will be unremarkable, but in the meantime the female representation is something that we are passionate about.” For the first Glass Lion Jury, which recognizes work that breaks through unconscious gender bias and shatters stereotypical portrayals of men and women, out of the 10 members, eight were female. As Dove celebrates 11 years for their work done for Real Beauty, other brands are following the outpouring of female empowerment-themed campaigns. From Always’ #LikeaGirl to Sports England “This girl can” and Under Armour “Will beats Noise” 3 Give credit where credit is due. What is Cannes without some controversy! After the Grand Prix for product design was awarded to Lucky Iron Fish by Geometry Dubai, Geometry was stripped of the credit. The honor belonged to Gavin Armstrong, CEO of Lucky Iron Fish and Dr. Chris Charles, the original creator of the product. As for the Ice Bucket Challenge, which won the Grand Prix for Good, the credit went to the ALS Association. There was no mention of any agency. I doubt ALS Association would have the finance to support entries to Cannes and the time to do a case study film. But I do respect Facebook, if they are indeed the ones who helped submit this, for ALS to get the recognition it deserved.

Proud Whopper- Burger King. “Be your way” is the Burger King’s current tagline and it’s about making a connection with customers that’s meaningful. Customers who ordered the “Proud Whopper” found that the burger was exactly the same, but came in a rainbow-colored wrapper that said, “We are all the same inside.” Love has no label (Gender) Ad Council set up a large X-ray screen outside in Santa Monica, California. The screen displayed two dancing skeletons hugging and kissing. As the lesbian couple stepped out from behind the screen, the message that appears after is clear. Proudly seeking Pleasure- Unilever Magnum ice cream. Everyone should indulge in his or her personal pleasure. It doesn’t matter who you are, or what you take pleasure in; Magnum inspires all to seize it. In this instance: Transvestites.

#LikeaGirl This hugely successful video seeks to redefine the phrase “like a girl,” as something strong and powerful. It’s part of the larger campaign by Always. This girl can ‘This Girl Can’ is developed by Sport England. A celebration of active women of all shapes and sizes who are doing their own thing no matter how well they do it, how they look or even how red their face gets. Will beats noise It spoke to women who don’t wait for permission or affirmation from others in order to achieve what they want. Thru the use of technology, Gisele use her will to beat society’s standards to achieve her dreams. Creating an empowering and beautiful social cause for Under Armour.

Scan QR code to watch the videos July - August 2015 | adobo magazine

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Jury Comments 70

Branded Content & Entertainment Lions

Creative Effectiveness Lions

Cyber Lions

Design Lions

David Lubars Chief Creative Officer BBDO Worldwide

Wendy Clark President Sparkling Brands & Strategic Marketing, Coca-Cola North America

Jean Lin Global CEO Isobar

Andy Payne Global Chief Creative Officer Interbrand Group

“The stuff that you gave roaring ovations to was for NGO and public service that’s not eligible for a Grand Prix. And the work you’ve seen is brilliant but not quite up to that level. This is a mature and growing category and as the industry gets better at it and it receives this kind of ovations then you’ll get your Grand Prix. Cannes is the greatest place on earth to celebrate.”

“It had to combine art and commerce effectively. That’s what we saw in this work (VolvoLine Test Series by Forsman & Bodenfors). Functional story told artfully paired with huge qualitative and quantitative results on a sustained basis. We were all jealous of the work.”

“The campaign (Under Armour-I will what by Droga5 New York). It demonstrates the power of narratives enabled by technologies. It’s social by nature and real time by design. Digital is the melting point to bring everything together.”

“We agreed that design should solve a problem…make the world a better place. The brand that is trying to do something which is important using design. Design does change things to make things better and this one winning design worked (Volvo-Lifepaint by Grey London) on multiple points. It combines innovation, created something new, design, experience, communication and digital.”

Media Lions

Mobile Lions

Direct Lions

Nick Emery Global CEO Mindshare Worldwide

Joanna Monteiro Vice President Creative Director FCB Brazil

Judy John CEO & Chief Creative Officer Leo Burnett

“This is unprecedented. An exhaustive process.There were a lot of new technologies used… The Grand Prix (Vodafone-Red Light App by Y&R Istanbul) put those things together - media, craft, idea, results. It used technology, personalization, adaptability and importantly media rigor around it. It ticked a lot of boxes.”

“Google Cardboard: cheap and unassuming but the concept impressed the jury for bringing this novel yet promising technology to the masses. “It’s a game changer. It democratizes the VR technology. In the future, will allow the brand to engage.”

“We were looking for work that was pushing the boundaries of what is direct. What is direct? On the Grand Prix, It has a social conversation. It was smart, strategic, creative and real time. Superbowl was all about big commercials. Volvo zagged by creating conversations online. We picked it (Volvo-Interception by Grey New York) because it really pushed the definition of what we consider direct.”

adobo magazine | July - August 2015

Outdoor Lions

PR Lions

Press Lion

Promo & Activation Lion

Juan Carlos Ortiz President & CEO DDB Latina

Lynne Anne Davis President & Senior Partner FleishmanHillard Asia Pacific

Pablo del Campo Worldwide Creative Director Saatchi & Saatchi

Matt Eastwood Worldwide Chief Creative Officer JWT

“Outdoor is the oldest format in the world. It is still strong. When we think about this category, everything merges here. A member of the jury said, we did not choose the Grand Prix (Apple-Shot on iPhone 6 by TBWA Media Arts Lab) chose us. It had power not just as a great idea but a game changer. Really opening a new way of doing things and changing behavior.”

“Looking at the origins of the work, I was floored. We had 20 jury members from 20 countries. One thing we agreed is that we will filter the work by high degree of creativity and ingenuity.”

“An incredible example of creativity…If you dominate in print you can do it in other media. Another discussion was to find transformational ideas in print. That’s really hard.”

“I talked to the jury about finding work that uplifted creativity. To look beyond. Something that moves the category to a new level. Make the world a safer and better place. On the Grand Prix, it (Volvo-Lifepaint by Grey London) is incredibly elegant. It is in line with Volvo’s strategic direction for safety. Evidence of Volvo as a brand with a purpose. The safety of people made the brand feel it cared about humanity. It lifted the brand to a higher level. It hit the two things that we were looking for.”

Radio Lion

Titanium & Integrated Lions

Product Design Lion

Paul Reardon ECD Whybin\TBWA Group Melbourne

Mark Fitzloff Partner and Executive Creative Director Wieden+Kennedy Portland

Dan Formosa Award-winning designer

“The technology is greatly paired with brilliant strategy. It’s an original idea with flawless execution. The sounds left a feeling of dread and sobriety. It (Soundcloud-Berlin Wall of Sound by Grey Germany) actually feels like walking through an audio museum.”

“The Integrated Grand Prix winner (Nike Re2pect) was all about raw emotion while in contrast, the Titanium Grand Prix winner (Domino’s emoji) stood out because it was very functional.”

“Many entries were submitted by advertising agencies. But in our opinion, the product is the ad. Designers are advertisers. It’s not about the object but the effect it has. It used to be just about the design, the aesthetic. But now it is about the user experience and human-centric value. This is more low-tech, (Lucky Iron Fish Project) a fish made of iron. It is an example of the power of design to make change.” July - August 2015 | adobo magazine

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THE CANNES DEBATE:

Sir Martin Sorrell in Conversation with Al Gore 72

Described as an “exhilerating hour and five minutes” WPP Founder and CEO Sir Martin Sorrell and former U.S. Vice President Al Gore traded wisecracks and wise words on a range of subjects.

What have you done subsequently after serving the Clinton administration, after your presidential bid, and beyond “An Inconvenient Truth”. Also please run us through your relationship with Apple and Steve Jobs? After I involuntarily left the White House at the beginning of 2001, I went into the digital world as I was invited to help out with Google and I became chairman of their Board of Advisors and then Steve (Jobs) asked me to join the board of Apple. Steve is one of the most remarkable people I have ever known. I still deeply grieve his loss. In the area of technology, R & D, marketing, design, communications he covered the waterfront. I co-founded Generation Management in London which is an asset management company but I also founded and still chair The Climate Reality Project and the majority of my time is spent on climate activism. In the asset management company, we look at all investments through the lens of sustainability and we give 5% of our profits to the generation foundation which focuses on sustainable capitalism and have done well in seeking to prove the business case that managing assets in terms of sustainability/ values is, should be, best practice. To us marketing is an investment, not a cost. Sadly, we think, clients, adobo magazine | July - August 2015

for understandable reasons, have become very short-term focused. Do you think there’s an inherent contradiction between what you’re trying to get from investments which are long-term and sustainable, and the current investment climate where people are asked for quarterly performance? The phrase short-termism is almost a cliché now. The typical business builds up 80% or so of its value over a business cycle of seven years or so and that used to be, 30 or 40 years ago, the typical holding period for equities—but now it’s less than six months. It becomes more, sometimes, like gambling more than investing and that does have an impact on the performance of capitalism. We should have a longer-term view and we should change the way we look at the value spectrum. If the only tool you use to measure value is a price tag or a quarterly report then what about the company’s environmental performance, how do they treat the employees, how do they deal with the communities, their partners in their supply chain. There are ways of measuring those other parts of the value spectrum. That’s what we try to do. How did “An Inconvenient Truth” develop? I began before I left the White House to give a slideshow on the climate crisis and after leaving the

Vice Presidency I devoted a lot more time to upgrading that presentation. Some people in Hollywood saw that presentation and said it ought to be made into a movie. I knew so little I thought it was a terrible idea but I’m glad they convinced me. And I’m very grateful it had some impact. I founded The Climate Reality Project with the profits from that movie and the book that accompanied that. I have spent most of my time training climate activists around the world, making speeches and engaging in a number of activities culminating in the march to Paris for the big negotiation this calendar year.

There are people who say they don’t agree with your scientific analysis, still. We featured them in the “Why-Why not” campaign if you remember. There is a very large cottage industry financed by many of the carbon polluters abetted by an ideological group that fears that any serious effort to deal with the climate crisis might involve a larger role for governments. It’s exactly what the tobacco industry did when they linked lung cancer to cigarettes when they hired actors and dressed them up as doctors to say there’s no health problem at all from smoking cigarettes. It was deeply unethical,

immoral, destructive, really evil and that is exactly what the climate denial industry is doing now. Even some major oil companies have come out in favor of your position, so what’s the problem? It seems to be moving in the right direction. But not fast enough because a lot of damage is being done every day. I’m hopeful enough… we’re going to win this. This meeting in Paris at the end of the year is going to be different from previous negotiations. We will get a treaty because the atmosphere has shifted…and the design also makes it certain that we will get an agreement. What will you think the agreement be? I think most every country in the world will agree to reduce global warming pollution and by the way, we have the Live Earth concert in Paris in September 19 and it will be focused on zero global warming pollution, zero extreme poverty. Those issues are linked as Pope Francis and others have linked them. We will see a very powerful signal to the entire global market place that we are ending the era of carbon fuels, we’re moving toward renewables very, very quickly. The U. S. and China, when they reached their agreement last November, that was a very important change in the debate. China is very important and is seen often as one of the major pollutants. It is. More than the U.S. and the E.U. combined and within the year they will be more on a per capita basis than the E.U. Tom Friedman wrote a book about this years ago and came away saying that China understood the issue through their five-year plan better than most, do you agree with that? I do. I agree with the International Energy Agency that said China should get more credit for what they have done on renewables. Their coal use dropped significantly in the first quarter of this year. July - August 2015 | adobo magazine

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Also a special advisor to Google, Al Gore stopped by to visit the Google Ventures team, the investment arm of the tech giant.

There’s this big debate about how fast China is growing and they look at power usage which in China this year is up by 2% and they usually double that and to work out the GDPs so the Chinese economy in their mind is probably growing not at the 7-7.5% like the government claims but probably around 4. I don’t agree with that. There is now a historic decoupling of energy use and GDP growth. We’re now seeing it in many places around the world and here’s why. We’ve gone through a period of 150 years of seemingly cheap carbon-based energy because we don’t measure all of the health consequences, the environmental consequences, the government subsidies. If we measure the true cost… we realize that over this last century and a half every time there was a trade off between becoming more efficient or just spending the money to burn more energy, we chose the latter. But now we have this tremendous set of opportunities to become way more efficient. Companies are finding it possible to save enormous amount of money and boost profit by cutting their wasteful use of energy and materials and this is a revolution sweeping the world. The fossil fuel lobby insists that coal is cheaper, that nuclear and solar are more expensive. Is that so? adobo magazine | July - August 2015

One of the most dramatic events in the history of energy has taken place in the last few years, the cost of electricity from solar portable cells has dropped so quickly that it is now in many geographies cheaper than electricity from burning coal. The cost down curve is stunning and it’s continuing to go down 15% per year and the more we use the cheaper it gets while the more fossil fuel we use the more expensive it gets. The age of fossil fuel is beginning to come to an end. Do you think the U.S. has always been the real problem? Since the end of World War II, the U.S. became the pre-eminent thought leader in the world but there’s no doubt that in the last two… three decades, American democracy has been hacked. It was based on the regular harvesting of the wisdom of crowds, the U.S. constitution was a brilliant piece of software for regularly collecting the wisdom of crowds but with a shift from an information ecosystem dominated by the printing press to one that’s dominated by broadcasting which is one-way with gatekeepers. That broke down. And the role of money really degraded the decisionmaking quality. It is urgent not only for the interest of the U.S. but for the future of humankind, and forgive me if this sounds like

Nobel Peace Prize Laureates Al Gore (left) and Rajendra K. Pachauri, Chairman of the Intergovernmental Panel on Climate Change (IPCC) with their Nobel Peace Prize Medals and Diplomas at the Award Ceremony in Oslo, Norway, 10 December 2007

American pride, but it’s urgent for the world that the U.S. find ways to quickly restore its ability to make decisions based on its best values and to limit the corrupting impact of the lobbying and campaigning. Do you agree that it’s morally vital for politicians in particular to address climate change and economic development issues in the world to improve human well-being, can you integrate both objectives? Of course and they are intertwined. And there is no conflict. One of the best ways to lift economic prospects is by committing fully to this renewable revolution and give power to the people.

Heineken’s Creative Ladder

With 41 Lions and a Grand Prix in the past three years, Heineken seems to be on a winning streak. But Soren Hagh, the premium beer’s Executive Director for Global Marketing and Senior Global Brand Director Gianluca di Tondo say that Heineken’s secret is pretty much the same method their founder invested in when he wanted to make a good quality beer—by studying what makes a good product connect with its audience. 75

nderstanding that in the digital age, Heineken needed to earn the respect of their audience, they paid attention to the brands and campaigns they handled over the years, and how they got their audience to engage with their campaigns.”Great marketing [still] starts at the same place, [from] the great insights of the consumer,” says Hagh, Creativity, according to him, is more efficient, and is backed by the numbers, not to mention the awards they’ve been getting. The 2015 Creative Marketer of the Year values great creativity because of a deep belief that greatness will only come to those who demand it, and to do this they collaborated on how they could make make more compelling content. “We believe we live in a world where people decide what they want to pay attention to,” reflects Hagh. “The one silver bullet is creativity—the way it gets to your heart.” Di Tondo adds: “You see the results not only in the awards…it generates an important currency: talkability. It’s critical for our brands to get the awareness you want –and sometimes [you’re] also paying less in terms of media.” To get to powerful, impactful ads, Heineken isn’t afraid to make mistakes, because they quickly learn from them and move on. To improve their chances at success, the brand developed the Creative Ladder—which measured an

ad’s effectivity. With one as the lowest or destructive, and 10 as the highest or “legendary”, Hagh says that 4’s (the clichés) are considered problems, and 5’s are considered positive territory for the brand—although their Holy Grail is a 7 (groundbreaking) and above—which is what they aim for everyday. Di Tondo comments that it has engendered some healthy competition within its ranks, pushing boundaries further. And that can only be good for Heineken. Complacency is a dangerous attitude, Hagh thinks, and claims that Heineken is vigilant about

arrogance and those who lean back—preferring those always on their toes. Di Tondo affirms Hagh’s points, and confirms that in the digital age, storytelling has become more important than ever before. High production values, design, and fine-tuning an integrated global platform are also elements in making memorable campaigns. For a brand that still leads in its category of premium beers and still has the widest geographical reach, Heineken may have the tag “open your world”—but the real secret behind their success are the open and creative minds at work for them.

L-R: Soren Hagh, Executive Director Global Marketing, Heineken, Gianluca Di Tondo, Senior Global Brand Director

July - August 2015 | adobo magazine

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SERIAL:

Binge-worthy Journalism

In the age of snackable content, is there still appetite for twelve-course dinners? words LEIGH REYES, Mullen Lowe Philippines President and Chief Creative Officer

erial is a classic example of meaningful storytelling overcoming format and exceeding expectations. Its combination of rigorous investigation, evolving story and unresolved ambiguities kept millions of listeners, including me, hooked over twelve long-format episodes. I became a fangirl of Sarah and Dana (and Mailchimp), waffled about Jay, got teary-eyed over Hae Min, screamed in my head at Asia, and refused to convict Adnan on the days I thought, maybe he isn’t an accomplished psychopath. The opening music was my sign that it was almost the weekend. New episodes came out Thursday in the U.S., so I saved Friday afternoons for my Serial dose and closed the office door. McKinney brought Serial to the Cannes stage, with chairman and CEO Brad Brinegar doing interviewer and fanboy duties. The panel, called “Binge-worthy Journalism,” featured Sarah Koenig, Julie Snyder, and Dana Chivvis, all names known to Serial fans. Sarah said, “The parts aren’t new. It was a ten-hour audio documentary. It doesn’t scream, ‘FUN’!,” Julie commented, “We thought, well, it’s just a podcast. No pressure.” “No pressure” meant they could focus on the details that mattered. Sarah read her draft

adobo magazine | July - August 2015

of the introduction to episode 1, and then showed an email from Julie that sharpened what she initially wrote into the familiar, “this search sometimes feels undignified on my part.” The search for the truth led to memorable moments, many unplanned. Dana showed probability flows. “If this happened, we would do this and this.” Sarah said, “We hoped that as we rolled out the story, people would come forward.” (In an interesting epilogue to Serial 1, the Maryland court granted Adnan an appeal in February 2015.) This openness to where the story could lead, the shared uncertainty

between reporter and audience, was crucial to Serial’s success. McKinney’s survey showed that nearly a quarter of listeners said Serial was their first podcast experience, and nine of ten wanted to try more podcasts. Julie had insightful advice for those who tell stories: “We should not be running away from details in stories that reflect how life is really lived. We don’t run away from ambiguities and contradictions. Telling stories this way - that’s artistry. It moves stories from being entertaining to being meaningful.” And with that, we all wait impatiently for Serial 2.

L-R: Dana Chivvis, Julie Snyder, Sarah Koenig, Jonathan Cude

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According to Cognitive Neuroscience, we’re in the Dark Ages In a talk called “Nailing Jelly to a Tree & Other Wild Goose Chases,” Cognitive Neuroscientist Dr. Itiel Dror and BrandOpus CEO, Nir Wegrzyn claim we are in the Dark Ages in how we try to affect our target market’s decision making process. This is because we assume rationality, when in fact a vast majority of our decisions are not at all rational. 78

words KAT LIMCHOC, Executive Creative Director, Blackpencil Manila

sing examples from the fields he works in like forensic science, medicine and military training, Dr. Dror sites examples that show that even in these highly rational and purportedly precise disciplines, human decisions are always subject to non-rational context and influences. So what do we do with this knowledge to help us in our marketing efforts? Here are the three main lessons they shared: LESSON 1 Make messages into memories First of all, don’t overload your messages. The brain is not a camera. Strive for visual distinctiveness and what they called “eachness”, which basically means that your identity must be distinctive and quirky. LESSON 2 Encode in the appropriate part of the brain The science tells us that if a message is encoded in the rational part of the brain, it will not become part of the decision-making process later on. The interesting thing that Dr Dror said was that it does not matter that people say they are affected by facts, because ultimately they do not know what actually affects their behavior. It is imperative then that we go beyond the rational. adobo magazine | July - August 2015

Which brings us to the most important lesson… LESSON 3 An emotional, relevant story works more To illustrate this point, he talks about his experience with doctors in training who would perfect procedures on very sophisticated dummies. They would always get it right when they were practicing but would make many errors in real life. Dr Dror changed the

program and made the dummies die. This made for a stronger emotional impact on the doctors, who learned that they did not want to experience that again when the patients were real and were then more likey to make less errors. So next time a client asks for a “reason-to-believe” explanation/ freight demonstration of their product, we should tell them that the consumer is in fact not looking for reasons, but will ultimately choose based on emotions.

Human decisions are always subject to non-rational context and influence, says Dr. Itiel Dror.

Cannes Bits

There’s more to Cannes than the Lions.

KEEPING KIM KARDASHIAN UP Reality star Kim Kardashian failed to keep up with the drunken, naked lady who was uncontrollably banging on the door of her hotel room in Cannes and jolted her awake at four in the morning! According to Kim, the lady, who was trying to use her American Express Card as door key, was also staying at the same hotel where she was checked in and must have confused the room numbers because of her liquid vision.

CANNES’ MOST TALKED ABOUT SESSION The Grand Prix winners weren’t the only ones who were lauded for being brave and bold during the International Festival of Creativity. An unidentified couple who may or may not be delegates of the festival decided to have their private moment right in the middle of the Cannes Lions red carpet. AdWeek editor David Griner snapped a photo of the couple doing the deed and the news just spread like a disease (No? Okay.) On the last day of the festival, a group of creatives thought of making a spoof out of the talked about scandal by putting a mattress and pillows at the red carpet with a public service announcement: “It’s your last night in Cannes. Make it comfortable.” The festival is indeed the world’s melting pot of creativity.

NO TAXI? NO PROBLEM. With over 200,000 people flocking to Cannes for the annual Lions International Festival of Creativity, traffic can get a bit heavy and commuting problematic because of the French Taxi strike. So, Uber, the famous car renting service, thought of taking their game up a notch, literally, high up in the air by introducing ‘Ubercopter’. The delegates who wanted to avoid the traffic, and had 200-800 euros (PhP10,00040,000) to spare just tapped on the Uber button app on their phone and booked a helicopter that flew them directly from Nice Airport to Cannes like it’s the most normal thing in the world.

GOLD FOR GOOD Here’s a campaign that’s truly award-winning. An initiative by the Mullen Lowe Group, #canyourlions pledged to donate the equivalent value of every Lion to feed the victims of the Nepal earthquake. The campaign was able to collect a total of $119,732 or 239,464 days of food. The amount includes the value of the metal wins of McCann Worldwide and TBWA–the only two other agencies that were up for the challenge. July - August 2015 | adobo magazine

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12 Radio Lions Lessons 80

Publicis JimenezBasic’s Executive Creative Director BRANDIE TAN talks about what he learned from being a Radio Lions jury member.

1. It’s possible to do an idea which has been done before. Make sure it’s done better–to the point that it makes the old one feel really ugly. If it isn’t done better, there’s more room for comparison. There was an ad that didn’t get a metal because later we saw that a TVC from a competitor brand was produced using the same idea years before. 2. The wrong actor for the wrong script makes bad radio. Acting is very important in radio--don’t overdo it. Don’t get a non-professional talent to act and sound like a pro. Non-pro talents are good for character voices, or if their use is part of the idea. 3. There were too many analogy scripts. It makes me feel this might be the default style of most writers for radio. 4. Our reaction to hearing bad radio ads was anger. Maybe because we felt it wasted our time. I guess this is true for any ad. We do our best not to waste the time of our listeners or viewers. We disrupted their lives with our ads and so I guess we owe it to them to make our ideas worth their time. 5. There were too many entries that used repeating words or phrases or sound effects. It would probably be ok to do this if it was just one entry then it stands out. There were too many from different countries. adobo magazine | July - August 2015

6. Some were being too clever that they became difficult to understand. Radio is a passive medium. People don’t pay as much attention to radio anymore, as they did before TV existed— it’s in the background while driving or working or cooking. 7. Some scripts were just too long to keep our attention. Imagine your audience’s thumb is just millimeters away from the change button on their car’s steering wheel. 8. It’s ok to get the brand mentioned early on in the spot. A few entries used this style. I can imagine the client asking for early branding. And it’s perfectly fine. It works with some ideas. 9. Bad work keeps getting entered every year because agencies never get to hear the losers. So when they think of an idea that’s been entered and lost in Cannes Lions they still think it’s original. 10. As a jury, we were missing radio ads which were pure dialogue

done well. Original, funny dialogue with believable acting. There were very few of these. 11. There was too much of “imagine this…”–this I feel is a cheat. Some creative directors would say radio is a visual medium, and I agree. But, to start your spot with “Imagine this…” is cheating. 12. It really comes down to this—how much do you really want to hear that radio spot over and over? Among the gold and Grand Prix winners—let’s ask ourselves, which of these do we wish were in our portfolio? Let other people in your office read the script. If they laugh out loud then it could be a good one. If they cry then it could be a good one. If they say “It’s nice.” Then keep writing. After you have produced your radio ad, let other people in the office hear it. If they laugh out loud then it’s a good one. If they were supposed to cry and they did, then it’s a good one. If they say “It’s nice,” re-produce it.

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Powerful, World-Changing Ideas JOEY TIEMPO of TBWA\SMP takes us with her to the jury room of Outdoor Lions

‘Holograms for Freedom’ a campaign that resonated with Tiempo.

e judged the Outdoor [Lions] for four days, inside a cold jury room, away from the nice beautiful beach. Traditionally outdoor is just what we call in the Philippines OOH or out of home. But it can be posters that you see in stores—it can be an app, it can be a T-shirt, it can be a toy you can bring outside, or an app you can use outside. Or something you can use on the car, like a sticker. We had to look at the largest amount of work, which is about 5,706 –we had to sift through that to find work that was created for Outdoor—not ideas that used to be press and had to be ported to posters. Or apps that worked for a certain reason but also worked outdoor. We had to look for ideas that were (really) made for outdoor

advertising. I think the most innovative work I’ve seen were ‘Holograms for Freedom’, it came from DDB Spain, I think it’s a very powerful idea, very outdoor, because you can only stage a protest outdoor. The things about it is you cannot mount protests in Spain, there was a law forbidding people to go protest, and what these people did was make virtual representations of themselves, and these holograms marched out into the streets and protested in front of the government. I think it resonated with me because I’m not a stranger to protests. And I’m thinking “less people will die or get hurt if we go out as holograms.” It’s such a great, world-changing idea.

About the Grand Prix (for Outdoor), it’s (iPhone6 winning) like the jury didn’t choose it, it was as if IT chose us. It was on a huge scale and it came from a simple product demonstration. And it’s also how advertising’s changing, and who is the photographer? It’s like the consumer is using this product. It’s like using a cellphone, a consumer can shoot a billboard mounted on Times Square. It’s like the greatest manifestation of Outdoor. Asia’s done well (in this category), especially KFC Malaysia, and I think the jury loved that work, it was a clear favorite. It was a manifestation of how a simple idea can do very well in Cannes. A simple well-crafted poster will do as well as the iPhone 6 would. July - August 2015 | adobo magazine

FESTIVAL COVERAGE

HOW TO SURVIVE CANNES LIONS:

A Field Guide for Introverts

Some festival tips from PIA ROXAS-OCAMPO of Wunderman PH.

or introverts like me, Cannes’ reputation for giant beach parties and global networking (shudder!) sound more like a nightmare than an invitation. But thankfully, I did survive, and now realize that Cannes is worth it. Here are some tips: FIND YOUR QUIET SPOT. You’ll be overwhelmed by stimuli. Cannes is a marketplace of ideas and idea companies. One cannot shush a marketplace. Find a quiet, comfortable base for when you find some extra

time, or need a breather in between sessions and network socials. The balcony sections of the Grand Audi and Debussy are roomy and you can always grab a seat with buffer seats around you to spare. BRING A SARONG. Remember that Cannes is a beach! Take in some fresh air, get your toes into the sand, or sit and look towards the horizon. The beach behind the Palais, towards the Academy zone and the yachts tends to be occupied by vacationers rather than company parties.

It’s as close to a dose of reality you can get in Cannes.

the red carpet. “Wasn’t that just crazy?! How did they even?”

YOU WILL KNOW EVERYONE’S NAME. It’s easier here because everyone’s wearing identification. Keep an eye out for people in the same agency network, or ask them about their interesting name or country. Have some stock follow-up questions in mind if you want to keep the conversation going. Something about the talks or a topical bon mot. For this year, it was that couple having sex on

WALK IN LATE TO AVOID THE LINES. Steel yourself for lines to get into the talks and the awards shows, but you can afford to come in a bit late. They let the line in minutes before the talks start so you can sneak in once the line’s dissipated. PEOPLE WATCH. Plant yourself outside the Palais — you can sit on the cement planters, (it’s just like college). There, I’d seen many a satisfied introvert watch a world of creatives go by.

Unconventional Advice from Cannes UA&P’s student TROY BAUTISTA sums up lessons he picked-up from Ogilvy UK’s Rory Sutherland at Cannes. 1. When you have a problem, don’t always go to the same people in the same order. This was a hint at how generally; we have a particular set of people to approach for certain problems. This made me think, “What if I did mix up my approach for different problems?” Right off the bat, Rory Sutherland’s point of view seemed to be different from everybody else. 2. Is a 20-30 minute improvement really worth the billions of pounds spent in infrastructure?” Sutherland believed that when you give an engineer a problem, you’d get an adobo magazine | July - August 2015

engineering problem/solution. When asked to improve train services; engineers would instinctively make the train faster. But why not pay male and female supermodels serve and entertain the passengers? Sutherland felt that if you really thought creatively, not only would you have more satisfied passengers, they’d even demand for the train to be slowed down… all with less money!

work should utilize creative, real-life solutions that could benefit real people. In fact, he believes the creative industry should be called the creative unexpected solutions industry. It’s the responsibility of the creative industry to come up with solutions that nobody else would think of. But he also admitted that these left field solutions often make people uncomfortable, which isn’t always a bad thing.

3. The creative industry has much more important role in society. To him, it’s not only coming up with creative work that matters, but this

4. Avoid intrinsicism The philosophical belief that value is a non-relational characteristic of an object,or the belief that things have independent value is a

dangerous concept to believe in according to Sutherland, because it discounts any frame of reference, which is key for marketers. In my opinion, he mentioned this to clearly point out that we should not limit ourselves in our thinking. 5. Follow your creative instincts All these points (and much more!) on creative thinking really inspired me to be bolder with my ideas. It is so easy to be comfortable with our perception of our own thinking style, but I think it would also be helpful to stop for a moment and ask yourself if you’re pushing yourself enough to think of creative solutions.

PROMO AND ACTIVATION:

The sharp end of our business

JOJI JACOB is the Group Executive Creative Director of DDB Singapore and was a member of the Cannes Lions 2015 Promo and Activations jury.

went to Cannes with a great deal of trepidation this year. I was to sit on the Promo and Activation jury. I had judged the Print and Direct categories before, but had heard that the promo and activation was the cruelest category. “It’s video hell”, I was told over and over again. Someone else said it was “Death by Case Studies”. The truth turned out to be anything but.

It’s true that we sat for days watching over 5,000 two-minute videos in little dark rooms while outside the sun, sand and rose beckoned. It’s true that my European jury friends looked as pasty as when they had just landed in Cannes from London or Sweden. They weren’t going to see any of that famous French Riviera sunshine for the next seven days. But Matt Eastwood, our Jury President, said that Promo and Activation was the ‘sharp end of our business’. And rightly so. Unlike many of the other categories, this was work that had to persuade people into taking action right away. And we would see the bulk of the work before any of the other jury. And the world would see the fruits of our labors before they were exposed to some of the same pieces in other categories. The 25 jury members from as many countries were amiable, friendly and funny. Over the next seven days we would become friends in spite, or perhaps because of, heated arguments and fights over the merits of a piece of work or the lack of it.

After four days, the weaker pieces fell by the wayside and the stronger pieces rose. Life Paint, Nazis Against Nazis, Security Moms, Hologram Protest, the ALS Ice Bucket Challenge – these are some of the pieces of work that left me inspired and jealous. As the judging progressed and we looked at the hundreds of pieces of shortlisted work, a few themes emerged. The wisest brands were moving from products to purpose. Some brands were genuinely trying to use their products to help lift societies and make genuine connections. Instead of selling, soap brands were getting up on the soapbox to air their point of view. When I judged the Direct category in 2012, the industry seemed to be tripping over itself trying to use and bring together as much disparate technology as possible. But in 2015, our tech-fervor had climbed a notch or two down. Instead, human stories and

connection had come to the forefront. Nazis Against Nazis and Security Moms were two such pieces of work. And even Samsung Trucks used old world technology in a new way to make roads a safer place. On the final day, the best work lined up neatly and, in my opinion, correctly into positions of Gold, Silver and Bronze. And then two top contenders vied against each other for the Grand Prix. Both pieces had strong fans. In the first round of voting, they emerged with equal votes. We talked and debated and argued some more. And voted again. And the fans of Life Paint had swayed enough members of the other camp to make it the Grand Prix winner. It was 2am. We drank some champagne and left for our hotels, tired but happy in the knowledge that we had had the privilege of looking at, discussing and voting on some of the best work in the world.

For the love of Cannes: the jury deliberates

July - August 2015 | adobo magazine

FESTIVAL COVERAGE

Creativity= Steroids + Unicorn Dust AMANDA CRUZ and TOBY FOURNIER share the magic of being Young Lions

TOBY : One of the most memorable talks for me was with Mark Woerde with Why you can be creative under fire too. He discussed the ‘Sweetie” campaign, which was against child cyber sex. It was very interesting because it’s about an agency solving real sensitive problems, which is beyond what we commonly do in

advertising. All these made me understand the message of this festival, that we are in an age of great change and we need to keep up the pace as creative agencies. AMANDA: The festival is a rare

glimpse of our gigantic industry’s peak: advertising in its shiniest,

Drive to Transform ADA ALMENDRAS and ASHLEY SANTILLAN give their insights on participating in Cannes as Young Marketers. ADA: Finding our briefing hall [for the competition] wasn’t easy, but it also reminded me that my competition was only a small part of a much bigger occasion. It reminded me that I wasn’t just given the opportunity to compete but also, I was given the opportunity to discover. Seeing the best of the best work from around the world was an encounter with great creative craftsmanship. It leaves you moving your head sometimes up and down in agreement and often sideward in admiration mixed with disbelief. These were simple truths realized by daring ideas paired with the drive to transform. My experience taught me that we have to constantly challenge ourselves, to be fearless in our ideas and to have the courage to

adobo magazine | July - August 2015

execute. Today, tomorrow and the day after, we compete with ourselves to solve and resolve; to be better. ASHLEY: My fear of public speaking was put to the test during the Young Lions Marketers competition, but no fear is impossible to overcome once you’ve set your mind and conditioned your heart to doing it. My attendance of the festival alone allowed me to be in the same room as Pharell Williams, Al Gore and Snapchat co-founder Evan Spiegel, to name a few. But more than these famous names, I met delegates from different parts of the globe who engaged me with their differing points of view on a wide range of topics. Be with these types of people and be open to learn as much as you can.

noisiest, most glamorous, and ambitious form. Everybody’s here to share a part of their creative selves with us wide-eyed delegates, to give their insights on having done bold and massive things that made dents in human history we aspire to make ourselves. Here they are giving us the benefit of their experience of shaping the world—through the music we play over and over in our heads, the technology we can’t live without, the culture we participate in. The steroids have left the system, the unicorn dust has settled, and I’m left with the same quotes on creativity that now feel different to me: Think big, start small. As I go back to the grind, I can’t just sweep to the back of my head all the greatness out there in the world that I saw all together in one place.

Who Wants to be a F#@%Ing Advertising Agency Words MARCUS REBISCHINI, Regional CCO of Y&R Asia Pacific 85

hose were the words on a poster at a previous agency. And that’s also what I took away from the Crispin Porter + Bogusky talk at this year’s Cannes Lions. It’s about Patents. Products. Brands. All of which the agency owns. As Andrew Keller put it, they wanted to make CP+B true equity partners in what they produced, with a seat at the decision-making table on their own brands. And the best part? All the profit came to them and their investors instead of just an agency fee. In gist, they aren’t following the agency norm.

It’s rather interesting as a few years back clients started to build their own in-house agencies. SONY was one of the first companies to do this. So it’s interesting to see agencies doing the exact opposite - building brands internally. So back to the talk itself. “Angels Envy” Bourbon, probably CP+B’s most successful venture to date, was the highlight of their talk. Here’s a brand they built from the ground up and went on to sell it for more than 100 million dollars a few years later to the drink giant, Bacardi. Chuck Porter was rather chuffed indeed about this fact.

What was also interesting about the talk is that so much of the work we see today is probably some new whiz bang technology that rules the idea or is a shortlived one-off first thought. What I loved about the whole “Angels Envy” Bourbon section of the talk was CP+B were making something profitable but at the same time a product or more so an idea that will definitely live on for more than 11 years which most ideas/campaigns couldn’t dream of doing. I hope Andrew Keller and his team will inspire you as much as they inspired me.

July - August 2015 | adobo magazine

FESTIVAL COVERAGE

Cannes grants Bob Greenberg the 2015 Lion of St. Mark Visionary founder of R/GA finally joins recipients Hegarty, Wieden, Chow and Pytka.

“

hen Dan Wieden got this award, he said ‘the longer you do this, the smaller the lion gets.’ legendary ad man Robert Greenberg recalls in his acceptance speech for the 2015 Lion of St.Mark award. Winning practically every creative award there is, including the Academy Award, D&AD, and Cannes Lions. it was really just a matter of time. It’s the fifth year the Cannes gave the special award, which recognizes an individual’s long-running contribution to the industry and exceptional creativity. BBH founder Sir John Hegarty accepted the inaugural award in 2011, followed by Wieden + Kennedy founder Dan Wieden, Chairman of TBWA\Media Arts Lab and Director of Media Arts, TWBA\ Worldwide Lee Clow and Film Director Joe Pytka. Bob, along with his brother Richard, founded R/Greenberg Associates (R/GA) in 1977, starting out as a company working on graphic, live-action film and video production. Among their best work include visual effects for movies Alien, Predator, Se7en, and Zelig. R/GA’s body of work spans 400 feature films and 4,000 television commercials. He then transitioned the company into an interactive agency in the mid-1990s after seeing that big changes are ahead as the world entered the digital age. “When I looked at what (David) Ogilvy and (William) Bernbach built, the pattern I saw was great agencies built around disruption, which was television then. When I saw the internet come in the 1990’s, I knew that it will be even a bigger disruption.” Rather than be ahead of everyone else, Bob prefers to take his time, pay attention more closely before making a move. “People may not adobo magazine | July - August 2015

realize this but we always tried to stay to be slightly behind the curve. We see what’s working and what’s not and then design our response.” Now in its fifth business model, R/GA has become one of the most successful integrated marketing services companies, creating everything from new products and digital services to social and mobile campaigns to broadcast commercials. “It would have been so easy to open a digital agency on the side, but I took the much larger risk of restructuring our Greenberg Associates… The disruption seemed to haven’t slowed down so we still take risks by design, all the time.” In 2014, he opened R/GA Ventures with Interpublic Group to invest in startups. To date, Bob shares they have launched approximately 80 new companies. “And the thread that ties them all together is technology and creativity,” he adds. One thing that remained is trust from its clients - Fortune 500 companies and worldrenowned brands including Nike,

Unilever, L’Oréal, MasterCard, Samsung, Coca-Cola, Ameriprise and Johnson & Johnson. The top-quality work he has produced for them led Bob to win most of the world’s prestigious awards in creativity. Among his most notable awards are Honorary Royal Designer for Industry (HonRDI) from the Royal Society for Arts, the ANDYs Bravery Award, the 2007 BDA Lifetime Achievement Award, Clio Lifetime Achievement Award in 2006, Cooper-Hewitt National Design Award for Communications in 2003 and the Chrysler Award for Innovation in Design. “That’s the thing about risk by design. Some pay off out of the box, some take a little time, and some take much more. But I would not have been able to do this without the support of right partners,” he said. “We’ve grown into a global agency now with 17 offices. All of our growth has been organic because I believe our culture is just too special and important to do it any other way. It’s slower and much more painful but it’s the only way to grow.”

Cannes Lions Special Awards MEDIA PERSON OF THE YEAR - SY LAU, SENIOR EXECUTIVE VICE PRESIDENT OF TENCENT, PRESIDENT OF ITS ONLINE MEDIA GROUP Joined Tencent in 2006 Led Tencent’s Online Media Group (OMG) to evolve from a single internet portal into one of the largest and most successful integrated internet media platforms in the world.

LION OF ST. MARK - BOB GREENBERG, FOUNDER, CHAIRMAN AND CEO, R/GA Won almost every industry award for creativity, including the Academy Award, D&AD, and Cannes Lions. inducted into the American Advertising Federation’s Advertising Hall of Fame and the One Club Creative Hall of Fame in 2014, won the 2007 BDA Lifetime Achievement Award, Clio Lifetime Achievement Award in 2006, CooperHewitt National Design Award for Communications in 2003, and the Chrysler Award for Innovation in Design.

HOLDING COMPANY OF THE YEAR - WPP Headed by Sir Martin Sorrell, its the company’s fifth consecutive time

NETWORK OF THE YEAR AWARD - OGILVY AND MATHER part of WPP, it’s the network’s fourth time in as many years.

INDEPENDENT AGENCY OF THE YEAR - DROGA5

CREATIVE MARKETER OF THE YEAR HEINEKEN Six of its brands have won 41 lions across seven countries including a coveted Grand Prix in Creative Effectiveness, in the last three years, the second client to have won the award twice since its introduction in 1992, having previously taken it home in 1995

CANNES LIONHEART AWARD - FORMER VICE PRESIDENT AL GORE co-recipient of the 2007 Nobel Peace Prize Best known for the Oscarwinning documentary An Inconvenient Truth

GRAND PRIX FOR GOOD - THE ALS ASSOCIATION “THE ICE BUCKET CHALLENGE” started in the summer of 2014 to raise awareness and funds to find treatments and a cure for amyotrophic lateral sclerosis (ALS). became the world’s largest global social media phenomenon. More than 17 million people uploaded their challenge videos to Facebook; these videos were watched by 440 million people a total of 10 billion times. July - August 2015 | adobo magazine

FESTIVAL COVERAGE

SNAPSHOTS 88

Publicis JimenezBasic’s Brandie Tan released from jury duty

Hakuhodo Kettle’s Kentaro Kimura and LG’S Bo Hwang

On the blue carpet to Cannes

Lowe’s Leigh Reyes and her doodles With McCann’s John Mescall creator of ‘Dumb Ways to Die’

Cannes Lions Festival’s must-haves

adobo magazine | July - August 2015

BBDO’S Danny Searle, Google Asia’s John Merrifield and legendary Bob Isherwood

Ronald Ng takes a break with his two sons

J. Walter Thompson for the empowerment of women

Dentsu’s Rey Tiempo, J. Walter Thompson’s Sheung Lo and DDB’S Joji Jacob

Feeling just like a girl at the Leo Burnett Cocktails with their worldwide creative chief Mark Tuttsel

With Lowe Asia’s Rupen Desai is Volvo client, Lars from the Grand Prixwinning Volvo campaign, and Coca Cola’s Wendy Clark, President of the Creative Effectiveness Jury

At the Omnicom beachhut with Serge Dumont

UA&P student Troy Bernardo with PH’s Young Marketers

July - August 2015 | adobo magazine

SPOTLIGHT

THE WORK 90

THE GUNN REPORT 2014 Presenting the best of the best in the world of advertising

he Gunn Report is considered as the global index for creative excellence in advertising. Every year it releases a report that showcases the top performing agencies, production companies, networks and individuals in the industry. The report is based on the results of the 45 global, regional and national creative award contests from January to December 2014. Forsman & Bodenfors, makers of Volvo Trucks’ ‘The Epic Split’, was named the most awarded agency in the world and as well as in digital. Its client, Volvo, was named the most awarded advertiser in the world. Meanwhile, BBDO came out as the most awarded network in the world followed by DDB and then Leo Burnett.

adobo magazine | July - August 2015

Most Awarded Film Commercial Most Awarded All Gunns Blazing Campaign: ‘The Epic Split’ Agency: Forsman & Bodenfors (Gothenburg) Client: Volvo Trucks

THE WORK

SPOTLIGHT

Most Awarded Print / Out-of-Home Ads and Campaigns Campaign: ‘Letters campaign Agency: Leo Burnett Tailor Made (São Paulo) Client: Fiat/Don’t Text And Drive

July - August 2015 | adobo magazine

SPOTLIGHT

THE WORK

Most Awarded Digital Ad and Most Awarded Campaign Across All Gunn Report Media Campaign: â&#x20AC;&#x2DC;Sound of Hondaâ&#x20AC;&#x2122; Ayrton Senna 1989 Agency: Dentsu (Tokyo) Client: Honda Internavi Most Awarded Agencies 1 Forsman & Bodenfors (Gothenburg) 2 Dentsu (Tokyo)

3 adam&eveDDB (London) Most Awarded Agencies in Digital 1 Forsman & Bodenfors (Gothenburg) 2 Dentsu (Tokyo) 3 Clemenger BBDO (Sydney & Melbourne) Most Awarded Networks 1 BBDO 2 DDB 3 Leo Burnett Most Awarded Countries 1 USA 2 UK 3 Brazil Most Awarded Advertisers 1 Volvo 2 Volkswagen 3 Honda Most Awarded Production Companies 1 MJZ (Los Angeles, London, New York) 2 Folke Film (Stockholm) 3 Outsider (London) Most Awarded Directors 1 Andreas Nilsson (Sweden) 2 James Rouse (UK) 3 Steve Ayson (Australia, USA, Italy)

adobo magazine | July - August 2015

SPOTLIGHT

THE WORK 94

THE FIRST ADOBO TAMBULI ASIA PACIFIC CONFERENCE ON SOCIAL GOOD MARKETING adobo magazine and UA&P team up to launch the first adobo-Tambuli Asia Pacific conference on social good marketing that delivers results

or the first time, social good marketing gets the attention it deserves by way of the adobo Tambuli Asia-Pacific conference. An impressive line up of eight creative social marketing gurus shared nuggets of practical wisdom and sample reels of social marketing case studies. They covered facets of social marketing which included ways to establish trust and loyalty, and consequently influence the consumer to either take social action, patronize brands or do both. The conference was wellattended by advertising agency people, marketers, public relations practitioners, some members of the press and special interest groups.

adobo magazine | July - August 2015

Charles Cadell, President of McCann Asia Pacific World Group, shared that consumers can’t be tricked anymore, and can be very unforgiving if a brand has disappointed them. “Trust is ultimately what marketing is all about. It’s what convinces customers to choose a certain brand over thousands of products and services available out there - not to mention, that the company represents something more than just profit.” There was also a concise and succinct discussion on maximizing the power of digital media and a very detailed take on evolving business and marketing models including a media framework

for harnessing velocity - a term introduced by Ranganathan Somanathan, Chief Operating Officer of Starcom Mediavest SEA, as the “combination of convergence, connection and pace.” “Consumers are moving faster than brands. They are also more powerful and can even change the brand they choose. And the faster and more connected consumers became, the faster the brands got disconnected. As soon as they master one platform, device or screen, consumers move on to the next.” Renowned ad man Thomas Hongtack Kim likened digital media to a playground. However,

1. adobo’s Editorin-Chief Angel Guerrero, BBDO Moscow Group’s Yaroslav Orlov, Playground Korea’s Thomas Kim and Starcom MediaVest Group’s Ranganathan Somanathan

2. Mullen Lowe Singapore’s Erick Rosa 3. J.Walter Thompson’s Tay Guan Hin 4. Dentsu Aegis Network’s Dick Van Motman and Ted Lim 5. McCann Worldgroup’s Charles Cadell

this surge of interconnectivity and information is for nothing if it isn’t used for the good of the world. A recurring theme in the talks and subsequent discussions were questions about the ability of social good marketing to deliver beyond spreading goodwill but also its capacity to draw sales. They shared strategies and warned against possible pitfalls, but also imparted social marketing values. They were one in saying that social marketing isn’t limited by consumers’ perception of whether a brand is good or bad, but is highly dependent on what the consumers’ think is the brand’s intention: whether if it’s pure or has a hidden agenda.

Tay Guan Hin, Global Executive Creative Director at J. Walter Thompson Singapore, explained why it’s no wonder why more and more consumers are being skeptical in what a brand says. “Ego, guilt, pressure from other brands, recognition, fashion and profit are what drives organizations to do social good these days.” “In creating CSRs, the organization’s intent must be sincere, which is to make the world a better place to live in through their product. To do social good, one must act towards genuine intention. It has to be authentic, consistent and truthful,” he pointed out.

Good intentions earn trust and trust earns loyalty. Goodwill begets goodwill that even when a social good marketing campaign has no intention to push a product, the goodwill it creates can actually drive sales. In essence, all eight of them agree that doing good can do you good. Talks were moderated by adobo’s Angel Guerrero and host James Deakin of CNN Philippines. The adobo Tambuli Asia-Pacific Conference was made possible with the support of Boardwalk, Globe Telecom’s social enterprise Custom Made Crafts, Raffles/Fairmont Hotel and Executive Decisions, and media partners Business Mirror and Business World. July - August 2015 | adobo magazine

THE WORK

SPOTLIGHT

THE WORK

WHERE THE GOOD FINISH FIRST Philippine entries dominate the winners of the Tambuli Awards Asia-Pacific 2015 with 45 metal wins including a Grand Prix for BBDO Guerrero’s #PHTHANKYOU

Lowe Lintas wins Grand Prix for ‘The Power of 49%” campaign of Tata Global Beverage

n June 9, 2015, Lowe Lintas + Partners India was named Agency of the Year at the Asia-Pacific Tambuli Awards. The agency with a total of 20 metal wins also scooped a Grand Prix for its campaign ‘PO49% (Power of 49%)’ for Tata Global Beverage and another Grand Prix under Regional Brand Development category for its campaign ‘Help a Child Reach 5 (#HACR5)’ for Unilever. Apart from the Grand Prix, ‘#HACR5’ also bagged 3 Golds and 2 Silvers while ‘PO49% (Power of 49%)’ has one Gold, Silver and Bronze. The campaign ‘Power of 49%’ aims to reach out to a hundred million women to inform them of the power of informed female voters to change society. Meanwhile, ‘Help a Child Reach Five’ promotes the importance of physical hygiene in a country where children die of diseases like diarrhea before the age of 5. Four more campaigns including ‘One More Year’, the winner of the Carmencita Esteban Platinum Award that supports education for women, ’#RespectForWomen’, ‘Little Farmers of Kissanpur’ and ‘From Dark to Connectivity to Joy’ added to Lowe Lintas’ bag of Gold Metals. adobo magazine | July - August 2015

Meanwhile, Philippines dominated the winners with a total of 45 metal wins. BBDO Guerrero’s ‘#PHTHANKYOU’, a campaign for the Department of Tourism took home one of the three Grand Prix awards given. The agency also bagged a Gold for Advocacy for ‘Keep the Story Alive’ for the National Union of Journalists of the Philippines. Another Gold winner for Advocacy and Family-Oriented Brand was Publicis JimenezBasic for ‘Lucky Me! Kainang Pamilya Mahalaga (Family Meals are Important) “Distance” Campaign’. The agency also took home a Silver metal for Globe ‘Project 1Phone.’ Aspac and Lowe Inc. brought home two Golds for ‘Project Rainbow’ and ‘SM Eco Bags’ respectively both under the Advocacy category. IPG/Interpublic Group was named Network of the Year while Hindustan Unilever Limited takes the Advertiser of the Year Award. Sandra Puno, SVP, Director for Communication and Marketing Services for Nestlé Philippines was awarded Chief Marketing Communications Officer of the Year. The Asia-Pacific Tambuli Awards is the first and only global award of its kind that annually honors brands that deliver results and promote social good.

Lowe Lintas scoops another Best of Show award for ‘Help a Child Reach 5’ for Lifebuoy

BBDO Guerrero took home one of the Grand Prix awards for DOT’s ‘#PHTHANKYOU’

Another Gold was stuck by BBDO Guerrero for NUJP’s ‘Keep the Story Alive’

Publicis JimenezBasic’s ‘Lucky Me! Kainang Pamilya Mahalaga’ takes a Gold

INSPIRATION, CREATIVITY, AND PASSION Brands must embed themselves in the minds and hearts of people,” says Sandra Puno, who was recently lauded as the 2015 Asia-Pacific Tambuli Chief Marketing Communications Officer of the Year.

THE WORK

SPOTLIGHT

Nestlé Philippines’ immediate past SVP - Director for Communications and Marketing , Sandra Puno

ited as inspirational force at Nestlé, where she helped the company elevate its standing above the competition, Sandra Puno joked that the last issue she went onstage for an award, it was for a beauty program. “All through my 30-plus years in the industry, I saw that every brand, every company that is able to inspire people, stays and becomes part of their lives.” Often quoted by colleagues that inspiration is an integral part of marketing and communication, Puno thanked her sources of inspiration: “Candidly, I would not be here today were it not for the brilliant men and women of Nestlé who fully embraced our mission of nurturing generations of Filipinos.” Thanking the organizers of the Asia-Pacific Tambuli 2015 Awards, Puno praised the judges, and added

that the recognition bestowed by the award “goes beyond myself and my work” –accepting the recognition on behalf of her colleagues. “I accept it in behalf of the men and women who worked with me, not only on the campaigns cited, but through all the years that I had been part of the industry -- our creative, media and digital agencies, our media network and production partners and friends, and the many the silent workforces in the background like the technical crew, the production assistants, the producers, directors, sound technicians, talents, our make-up artists and more. Many of them will never get the chance to be onstage to accept an award like this but many of us will not be up here were it not for them.” “In this business, I have met so many creative and passionate men and women from whom I

learned so much. Not only about communications and marketing, but about life… And how the realities of life can never be separated from communications and marketing.” “It was largely through them and through their work, that I had witnessed how, in a relationship built on sincerity and trust, people do welcome brands to be part of their homes and their hearts. And how, inevitably, these brands gain the power to influence peoples’ lives.” Still, she says there’s more work, pointing out: “There is so much that the world needs and there is so much that brands can take on for today’s world and the generations to come.” It’s a challenge that marketers and communicators must respond to, as she shares a nugget of wisdom: “Be not afraid because good news sells, creating shared value delivers results.” July - August 2015 | adobo magazine

TOP WINNERS CARMENCITA ESTEBAN PLATINUM AWARD ONE MORE YEAR AGENCY: LOWE LINTAS + PARTNERS INDIA CLIENT: HINDUSTAN UNILEVER INDIA

(Left to Right): Ms. Srija Chatterjee, Regional Business Director, Lowe + Partners Mr. Javier Calero, Chairman, Tambuli Awards Advisory Board Dr. Winston Padojinog, President, University of Asia & the Paciﬁc Mrs. Carmencita Esteban, Chairman and CEO, Philippine Survey and Research Center Mr. Rohit Jawa, Chairman and CEO, Unilever Philippines and Overall Jury President, Asia-Paciﬁc Tambuli Awards 2015

CREATIVE AGENCY OF THE YEAR LOWE LINTAS + PARTNERS INDIA

ADVERTISER OF THE YEAR

ASIA-PACIFIC TAMBULI CHIEF MARKETING COMMUNICATIONS OFFICER OF THE YEAR

HINDUSTAN UNILEVER INDIA. Recieved by Ms. Gina Lorenzana

MS. SANDRA PUNO

Regional Category Vice-President

Immediate Past SVP - Director for Communication

for Personal Care, Unilever Philippines

and Marketing Services, Nestlé Philippines

CREATIVE AGENCY OF THE YEAR LOWE LINTAS + PARTNERS INDIA

ORGANIZED BY

MEDIA PARTNERS

MEDIA SPONSORS

Overall Executive Jury: ((L-R Back Row) Mr. Javier Calero, Tambuli Advisory Board, Mr. Suresh Narayanan, Nestlé Philippines, Mr. Ranganathan Somanathan, Starcom MediaVest (L-R Front Row) Mr. David Guerrero, BBDO Guerrero, Mr. Fred Uytengsu, Alaska Milk Corporation, Ms. Sandy Prieto-Romualdez, Philippine Daily Inquirer, Mr. Dick van Motman, Dentsu Aegis Network, Mr. Rohit Jawa, Unilever Philippines, Mr. Charles Cadell, McCann Worldgroup

Creative Executive Jury: (L-R Back Row) Mr. Yaroslav Orlov, ECD, Instinct & More BBDO Moscow Group, Mr. Raoul Panes, CCO, Leo Burnett Manila (L-R Front Row) Mr. Thomas Kim, CCO & Founder, Playground Korea, Mr. Ted Lim, CCO, Dentsu Aegis Network Asia, Mr. Tay Guan Hin, Global

Ms. Angel Guerrero, adobo Magazine, Tambuli CMCO of the Year Ms. Sandra Puno, Ms. Merlee Jayme, DM9 JaymeSyfu, Mr. Timmy Jayme, Ripple 8, and Mr. Thomas Kim, Playground Korea

Mr. Kazumasa Akiba, President & CEO, Hakuhodo Cheil receives the award for Insight 2.0 campaign

Biggest winner of the night Lowe + Partners

Ms. Mazuin Zin, Lowe Malaysia receives the award from Mr. Thomas Kim and Mr. Ranganathan Somanathan

Mrs. Encar Ordoñez accepts the Tambuli tribute trophy from Ms. Matec Villanueva and Mr. Javier Calero

Ms. Francine Kahn-Gonzalez, BBDO Guerrero with Tambuli awards show host, Ms. Lexi Schultz

(L-R) Ms. Matec Villanueva, Publicis Manila, Ms. Margot Torres, McDonald’s Philippines, Dr. Jerry Kliatchko

(L-R) Mr. Charles Cadell, McCann Worldgroup, Mr. Paolo Mercado and Mr. Suresh Narayanan, Nestlé Philippines

(L-R) Mr. Erick Rosa, Lowe Singapore and Mr. David Guerrero, BBDO Guerrero

CORPORATE SPONSORS AND PARTNERS

Mr. Rohit Jawa, Unilever Philippines Chairman and CEO and 2015 Overall Jury President

ECD for Lux & Southeast Asia ECD, JWT, and Ms. Merlee Jayme, Chairman & CCO, DM9 JaymeSyfu

PROFILE DESIGN

THE WORK

GRAHAM FINK:

SEEING ART

DIFFERENTLY

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Heâ&#x20AC;&#x2122;s been called a dynasty builder, a visionary and everything in between, but Graham Fink thrives in the creative sphere doing what he does best: make art. interview ANGEL GUERRERO

illustration

adobo magazine | July - August 2015

Dempson Mayuga

THE WORK

PROFILE DESIGN

Eye Drawing 5

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Eye Drawing 2

rtist, photographer, raconteur and advertising man Graham Fink has lived a life characterized by interchanging hats. With over 20 years experience, he has worked across seven different agencies in the UK, before joining Ogilvy & Mather China in 2011 as chief creative officer, overseeing 20 offices. He won Ogilvy Asia’s very first Grand Prix at Cannes for Coca-Cola’s ‘#CokeHands’ in 2012.

Based in Shanghai, Graham continues to lead over 300 budding creatives, and believes in a singleminded approach to creativity and lives by his favorite David Ogilvy quote; ‘Search all the parks in all the cities in the world and you won’t find a statue of a committee.’ Starting his career by dressing up as an old man, Fink was fresh out of art school when he applied for a job at London’s then top creative

agency, Collett Dickenson Pearce, and was told they did not hire students. He returned the following day dressed up as an old man and was hired. He went on to become the youngest ever D&AD President in 1996 and was voted into the Art Direction Book, representing the world’s top 28 Art Directors. In 1997 he moved behind the lens to start directing and in his first year was nominated for a BRIT award. In 2001 he set up his own production company, thefinktank – a conceptual production company. Graham is a great believer in nurturing young talent and launched theartschool in 2005—still described as Britain’s most radical art school— holding sessions in venues as diverse as the House of Commons. A keen photographer, his work has been used in numerous campaigns including the 2012 London Olympic Games Bid and Canon. By 2014 he had his first solo art exhibition ‘Nomads’ comprising of photography, painting and animation at renowned London gallery, Riflemaker. His most recent exhibition, “Drawing with my Eyes” (2015), has propelled him into the spotlight with international coverage and recognition. For this he designed his own software in collaboration with Tobii—the world’s leaders in eye tracking—to allow him to draw portraits with his eyes. July - August 2015 | adobo magazine

PROFILE DESIGN

THE WORK 102

Graham Fink putting his retina to work

An artist once described the process of drawing as “taking a line for a walk” and now with retinal drawing you can take the line off a twodimensional surface. How many iterations or prototypes did you work with before using the current software version for your exhibit? It was Paul Klee. I talk about taking the nomadic line. My eye never rests, but constantly searches for the face. Designing the software with Tobii (the eye tracking experts) took over four months and there was a lot of trial and error, and a bit of loss in translation too as my coder was Chinese. I am still working on making it better. With the same software, people can now draw with their eyes too, but they cannot see/draw the same way you do, yes? (This is part of the point of doing these works?) There are disabled artists who are making art with their eyes. They use different software and from what I have seen are not using a free line to draw like I do. This was the whole point of

adobo magazine | July - August 2015

designing my own. I have also incorporated different sensitivities that are unique to my eyes. While exploring the theme of uniqueness/artistry harnessing technology, are there other artworks you plan to do (ex. sound like a person’s pulse/heartbeat translating to images? Are there other projects in the pipeline? I am trying to incorporate music and also light into a new performance piece. This again will be linked to my eye movements. I have also been asked by Facebook to work with them on a commissioned piece, which is exciting. But I want to do is going to take more time in research and development. For someone who just had their first one-man art show in 2014, is the effort to create these works different (more intensive) than when you do collaborations? ‘Nomads’ was a multimedia show encompassing photography, paintings, animations and etched drawings. The more recent show

involved collaboration on the tech side, which of course slowed the process down. Putting any exhibition on is pretty intensive, I think it’s more about the fact you have no excuses about the work. You can’t blame research! How do you recharge after the effort of creating something as demanding as this exhibit? The process of sitting in a gallery drawing with my eyes for four or five days was intense, but in a strange way it was also like meditating. At the end, I felt exhausted but energized. Your work combines aspects of performance, conceptual, and line art even sculpture as the lines are drawn in marble. These create layers of experiencing the finished work and witnessing its creation. Do you plan to add even more elements in future work? I have some new plans to take this into a three-dimensional world. Watch this space.

BACK TO BACK NEW SEASON PREMIERE SEASON 6

SEASON 5

axn-asia.com

CREATIVE REVIEW

THE WORK 104

ERICK ROSA

CREATIVE REVIEW Erick’s 15-year career as a creative has spanned roles in Brazil with JWT, FCB and Havas. In Portugal, He worked for five years with Leo Burnett in Lisbon and he has been with the Mullen Lowe Group in Singapore for a little over a year. His work with major brands and with humanitarian projects has been widely recognised at, among others, Cannes, The One Show, London International, Clio, El Ojo and CCSP. He loves photography, reading short stories and watching classic TV shows. He was born in Rio de Janeiro, home of his beloved soccer team, Flamengo.

SAD, SPITEFUL PEOPLE IDEAS X MACHINA SEIKO I must admit this campaign isn’t so easy to understand at first. Having said that, it makes these men relatable and does draw us into these narratives and the importance of time. I like the hand writing and close up images. It puts us right into the moment and adds the human side to something that is usually too technical. But like I said in the beginning, it is a bit hard to get the message across.

COMB NEEDLES J. WALTER THOMPSON FELIPE AND SONS Very simple and straightforward. It is not always you find a place that combines both, a barbershop and custom clothing. And this is able to present that with one simple picture.

adobo magazine | July - August 2015

LASAGNA TBWA\SANTIAGO MANGADA PUNO PEERLESS PRODUCTS MANUFACTURING CORP The idea at first looks interesting. But at a second glance I think it is missing any traces of the actual problem (the lasagna). The very thing that would bond with the plates. With a hint of the lasagna it would be easier to get the message across.

SUNRISE J.WALTER THOMPSON SHELL It is a very nicely crafted brand film. The kind of manifesto that delivers a strong brand purpose with great imagery and a clear message. The fact that it is celebrating 100 years of presence in the Philippines really comes across. You end up with the idea that more than just a big brand, Shell has a big purpose in the country. One that goes beyond just selling its products.

BEST POTATO LEO BURNETT GROUP MANILA UNIVERSAL ROBINA CORPORATION Nicely crafted and entertaining. It pulls you in from the start and the pay-off is quite nice. A nice way to advertise something so generic as potato chips.

July - August 2015 | adobo magazine

THE WORK

CREATIVE REVIEW

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CREATIVE REVIEW

THE WORK 106 FARMERS CAMPAIGN TBWA\SANTIAGO MANGADA PUNO DA-AGRICULTURAL I like the campaign message. It champions the farmers and celebrates them in a quite original way. Although it seems to me that this would look better as an activation of some sort where the audience/target saw theses faces being sculpted live. In print, as it is now, I am not 100% sure it is an image that a youngster would look and really aspire to one day, be in that place. As an activation to honour these farmers— it could work stronger.

DISTANCE PUBLICIS JIMENEZBASIC LUCKY ME The effect of the table is interesting. Yet it does feel that visually-- it could have been much less gritty and dark.

PHTHANKYOU BBDO GUERRERO DOT I saw this one in the Tambuli Awards. I think it is a very inspirational and successful way of thanking and celebrating the beauty of the country. To find that kind of (joy) after a disaster and deliver it in such a genuine manner is very nice. And it comes across as a true and authentic message— rather than traditional advertising. Which only adds to the success of this campaign. Real people with a real “thank you!”.

adobo magazine | July - August 2015

MADRID FUSION BBDO GUERRERO DOT Sometimes keeping things simple is the best thing to do. This is the perfect example of that. The craft makes the food stand out. And for the product/event being advertised here, that is the most important thing there is.

POCKET FIRE EXTINGUISHER DM9 JAYMESYFU CITY OF LAS PIÑAS I saw this in last year’s Spikes. I love it. I find it truly simple and inspiring. The kind of work that saves lives and does so in a very ingenious and cheap way.

9-MONTH DATE DM9 JAYMESYFU ANMUM I worked with a brand in this segment before. It is not easy to stand out in the marketplace. There are many restrictions with the language, formats and executions. This does the job in a nice and charming way.

July - August 2015 | adobo magazine

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CREATIVE REVIEW

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SPOTLIGHT

THE WORK

PROFESSIONAL ADVICE, TAKEN TO HEART Another successful ICON Manila conference concludes this year at DLS-CSB words & photos RIANNE RONQUILLO

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A A big ball of ‘Yahoo’ from the audience and speakers of ICON Manila

adobo magazine | July - August 2015

well-attended, two-day event at the De La Salle - College of St. Benilde (DLS-CSB) proves that there will always be an audience for ICON Manila and its speakers. The successful conference was held last June 26 and 27, and featured noted speakers who made a huge impact on the students and professionals who were in attendance. Speakers like Armand Serrano, Ben Mauro, Charles Lee, John Nevarez, and Noelle Triaureau shared tips, lessons and skills—inspiring the audience by their example engaging in their passion for a living. Anyone taking up or teaching courses like animation, game design, film or related disciplines were welcome to attend the entertainment-themed conference.

Serrano, who specializes in animation environment design and visual development, shared during the open forum: “I am still learning up until now... So don’t be scared if you haven’t mastered something. That’s why we are here, to learn.” Lee, a game cinematic concept designer, counseled: “To be a great artist you must have patience and consistency.” Nevarez, who handles the animation environment and character design, had this gem to spare: “Know the value of yourself, NEVER make an art for free, and learn to say no.” An art director and animation production designer, Triaureau, encouraged the audience to take creative risks: “The greatest thing that could happen is everything, the worst thing is if nothing happened.”

THE WORK

SPOTLIGHT

(L-R) John Nevarez, Armand Serrano, Charles Lee during the Q and A

Along with Ben Mauro, a film concept designer and digital sculptor, the speakers revealed their educational backgrounds, or how they came to be at their current job— suprising the attendees because of the seeming disconnection or disparity between the course the speakers graduated from and their current job. But like everybody in their industry, even they had to go through a lot of bumps on the road to succeed. During the talk, the students brought out their notebooks to either sketch or doodle random things that popped in their minds, or jot down notes. One CSB student gushed: “This event has been a milestone in my life, I feel like I’ve been empowered to pursue becoming a great artist like them. I will not let a year pass without attending Icon Manila.”

Students making the most of ICON Manila

July - August 2015 | adobo magazine

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SPOTLIGHT

THE WORK

LEARNING FROM A VISUAL ENGINEER Building concepts with good foundations for thinking artists with lessons from ARMAND SERRANO. words REA GIERRAN

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Armand Serrano during the speed painting session

he recent adobo Main Course held at the Mind Museum drew a full house of people coming from different disciplines, ranging from production houses, advertising agencies, students, and even independent artists who came to learn more from an animation master. A large and diverse audience turned out for speaker Armand Serrano, which included a couple of adolescents, university students, young designers, advertising professionals - and even a seasoned commercial director. But this didn’t faze the experienced teacher, who went on to share the foundations of his practice in the visual arts. Starting with his foundations for good visuals, using a three-sided pyramid to illustrate the total idea, he explained that ideas sit at the base because they’re the most important element. Nowadays, people tend to focus on the technique used adobo magazine | July - August 2015

1 1. ‘Big Hero 6’ Academy Award ® winner Armand Serrano’s most recent claim to fame 2. Now that’s what you call an autograph!

THE WORK

SPOTLIGHT

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An Oscar moment - the famous “self-we”

rather than the idea behind the art work. Design comes in second, then the technique. During execution, you will also come across three cornerstones: perspective, composition and tonal values. Serrano, who has been in the animation industry for more than two decades, shared that it’s important that you play your cards right, keep your reputation intact and remember to build good relationships. It’s a small world for animation artists, and stories take years to finish. Treating people right and knowing how to properly conduct yourself can take you places. Armand firmly stands by Walt Disney’s belief that in order to

make great work, it must have a compelling story, believable worlds and appealing characters. He fleshed this out as he discussed the Visual Development Survival Kit for the workshop participants, pointing out how to identify needs versus wants—and prioritizing the client’s wants—and investing in dynamic research using the internet, giving history and fleshing out the environment to make it believable, but not spelling everything out visually for the audience. Emphasizing that it’s still essential to think inside the box and exhaust all the available resources first before seeking what’s outside, Serrano still

believes in the simple approach, saying starting out big sometimes creates more confusion. Believing in the mustard seed approach to building a career, Serrano encouraged his audience to take calculated risks when seeking animation work, especially when it can help build experience and a network of contacts. “It doesn’t matter if you come from a big studio. Don’t minimize the project, it can bloom into something big,” he said. adobo Main Course is presented by The Mind Museum, Executive Decisions, Thirty Six-O, Wacom, Krispy Kreme, Uncle Cheffy, Philippine Daily Inquirer and The Philippine Star.

4 3. Serrano gives helpful advice to pair of aspiring artists. 4. 88storey Film’s in-house director Raffy Francisco seen among the crowd July - August 2015 | adobo magazine

THEN & NOW

THE WORK 114

BRAND CENTURIONS Getting to a hundred years is no mean feat – obviously not for people, and certainly not for brands, which are perhaps more sensitive to a world that constantly changes, and faster and more drastic each year. words AMANDA LAGO

hose few that do make it past the hundred year mark have definitely proved their mettle, getting through by reinventing and evolving, while keeping at its core that which consumers loved about them to begin with – whatever that may be. Four companies that have stood the test of time in the Philippines all share a common trait: they are distinctly Filipino, whether it’s because of branding, innovations, involvement with consumers, or the product itself.

BPI The Bank of the Philippine Islands was established in 1851, kickstarting the Philippine banking and finance industry as the first bank in the country and in Southeast Asia. Back then, it took on the functions of a Central Bank, printing and issuing currency and providing credit to the national treasury. As more and more banks entered the picture, the landscape has definitely changed, but BPI has floated on by its sheer tenure, banking on its attunement to the market – something competitors probably needed to catch up to big time – by offering products and services that answered specific banking needs of Filipinos. What also does it well is the bank’s openness to innovation marked by its tireless push for electronic banking and e-commerce. This year, the company was named the best retail bank in the Philippines for the 11th time, by known publication The Asian Banker, yet another feather in its 164-year old cap. bpiexpressonline.com

LORINS PATIS Lorenzana Food Corporation (LFC) may not ring a bell, but its flagship brand, Lorins Patis definitely will. A household name likely because it’s in every household, Lorins has become a synonym for a favorite Filipino condiment, fish sauce, not only because of the distinct taste and quality of the product, but also because the company was quick to cast its net wider than expected, and tap a market far beyond its reach, at least geographically. Established in 1908 in Tagudin, Ilocos Sur by Felipe Lorenzana, the business’ first consumers were the farmers and miners of the region. Less than three decades later, in 1936, Lorins Patis, along with the company’s bagoong brand, reached the United States as the company started exporting to Hawaii, long before globalization became mainstream. Today, much like the overseas Filipinos it appeases with its global distribution, Lorins Patis has made it to many parts of the world, though its flavor remains firmly and proudly Filipino.

IdeasXMachina adobo magazine | July - August 2015

Held in

Partners

Supported by

THEN & NOW

THE WORK

shell.com.ph

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SHELL Established in 1914, Pilipinas Shell Petroleum’s success in a country as inundated with cars as the Philippines may seem like a given at first, and the cheery, motivational tone of its advertising certainly indicated only clear skies ahead, but the company has had to weather its fair share of catastrophes, including several oil crises, a world war, fluctuating prices, and controversy. Perhaps its widely-known involvement in social projects – trumpeted loudest by the company itself – has had a part to play in its survival. Whether its social efforts are for philanthropy or profit is constantly debated by pundits, but they at the very least give the brand a story beyond the commercial. Presently, the company faces another challenge as its operation in Malampaya Sound in Palawan, the Malampaya Gas Project, is mired in controversy after alleged misuse of funds – but this is all matter of course for a company that has probably endured far worse.

vintageadbrowser.com

San Miguel International

SAN MIGUEL If there is anything that can prove how much good can come from a bottle of beer, it’s San Miguel. Now a powerful conglomerate, San Miguel started out in 1890 as a single brewery – Southeast Asia’s first – that eventually created what would turn out to be the favorite local beer brand of most Filipinos, the go-to Asian brew for many foreigners, and a mainstay at pretty much every restaurant or bar across the country. With a classic among its roster, the company went on to diversify its portfolio, so that it now includes not just beverage products, but food, packaging, fuel, power, and infrastructure. The company has reportedly funneled some Php450 billion into new and existing ventures, and shows no signs of stopping or slowing, even after a reported dip in income last year: it recently announced huge sale of shares – the biggest this year – and is bidding aggressively on infrastructure projects.

adobo magazine | July - August 2015

AMONGST STARS adobo pays tribute to local and international advertising legends. words

Irma Mutuc |

illustrations

Dempson Mayuga & Jeff Oliva |

researchers

Rea Gierran & Rianne Ronquillo

When their names are said, itâ&#x20AC;&#x2122;s either with reverence or a tinge of envy. Much has been said about them and their genius but adobo hopes that these legendsâ&#x20AC;&#x2122; contribution to the industry will not be buried in time or be quickly set aside as history. With pride, adobo presents advertising legends not by order of stardom but in alphabetical order of their first names.

OUR OWN The best and brightest of the Philippines.

Emily Abrera

Former Chairman Emeritus McCann Erickson Philippines

One of the most exciting time Emily and I had was a pitch for Johnson’s Baby Powder. Her campaign Ikaw lamang, wala nang iba (No one else but you) was key in winning the account! Emily is a great strategic thinker, a brilliant writer, a voracious reader, an excellent cook and a doting mother confessor. Pero kung anong pagka-astig n'ya sa presentations, siyang lambot n’ya sa mga officemates n’ya na kailangan ng pang-unawa (at cash). (She’s tough during presentations but a softie to her officemates who need sympathy, and even cash). She will give her last peso to someone in need. Tessie Tomas-Pullin Multi-awarded Entertainment Personality Former Creative Director McCann Erickson Philippines

Erwin Castillo Former Creative Director San Miguel Group McCann Erickson Philippines

For five years he was my Creative Director. I had the privilege to be one of the two copywriters he hired to work on his brainchildthe Iba ang may pinagsamahan (Brotherhood makes a difference) ad campaign for San Miguel Beer. The most memorable and successful advertising ever created for this brand. He would require us to take on cameo roles in the TVCs we produce. He said it was his way of instilling pride and a sense of ownership on the work we do and at the same time save client money on production cost, as we were all free talent, hahaha. Bonnie Melocoton Partner, The MacKenzie Group Former Associate Creative Director McCann Erickson Philippines

Greg Garcia Former Chairman Hemisphere-Leo Burnett

Greg genuinely loves brands, and ideas that clearly differentiate it in positioning and execution. Newtex Pagkat dalaga ka na (Because you’re now a young woman) and Banco Filipino Subok na matibay. Subok na matatag. (Proven sound. Proven reliable.) are my favorites. Greg denounced scam ads–even more, scam ads that won awards–because true recognition was success in the marketplace. He challenged us, at each meeting, to persuade the client to take one idea–one that could benefit the brand. So we learned to love our client's brands, knowing their success meant our success. March Ventosa Line of Business Head for Narrowcast OIC for Access ABS-CBN Corporation Former Managing Director Hemisphere-Leo Burnett

Jay Jay Calero Former Chairman J. Walter Thompson Philippines

He embodies the height of professionalism, discipline, loyalty, openness to new ideas, inspiring leadership. Although an apparent workaholic, Jayjay’s immovable priorities were God, family, and work. Jayjay led JWT all those years, hand-holding topdogs of every client-company, manifested, for example, in what he labeled as our "sixth week meeting". Every month and a half, he and the account 's top person would dine with the company's top official. It would be an interesting and productive two hours! Palpable unflinching commitment. Unquestionable integrity, great sensitivity, purest of heart. I value the way he would look after the personal and moral lives of his people. A rarity in the fast-paced world of advertising. Nanette Franco-Diyco Faculty Member, Ateneo de Manila University Columnist, Business World Former Vice President J. Walter Thompson Philippines

Mon & Abby Jimenez Former Joint Chairpersons Publicis JimenezBasic

“Come into my office!” That command from a boss can bring shudders to any employee, but not when your bosses are Mon and Abby. Those invitations were occasions not just to talk business, but to ask to how you are—a genuine interest in people! Once, after a nightmare client meeting , I just plopped on a chair, heaved a deep sigh. “Alex, can you come into my office?”, it was Abby. She had heard me! After listening to my account, she decided—“ You don’t deserve that treatment. We’re done with this client.” That’s how the Jimenezes have always been—peoplepersons, putting your well-being above bottom lines. Alex Castro Museum Curator Part-time Consultant for Corporate Communications (Holy Angel University) Former Senior Executive Officer and Group Creative Director Publicis JimenezBasic

Yoly Ong

Founder & Group Chairperson Campaigns & Grey Philippines

I'll Do It Like Yo I'll Â do it like Yo and do it with prudence I'll do it like Yo and do it with patience I'll do it like Yo and do it with a big heart I'll do it like Yo and have a fresh start I'll do it like Yo and do it without fear I'll do it like Yo with healthy, honest cheer I'll do it like Yo and do it with the utmost grace I'll do it like Yo and ever make happy days I'll do it like Yo and to myself stay true That's why I'm doing it like Yo doing what I really want to do. Ompong Remigio Chief Creative Officer Fatfree Former Executive Creative Director Campaigns & Grey Philippines

Minyong Ordoñez Former Chairman Publicis Groupe Philippines

Before Minyong, no one had used the word hiyang in the beauty category. It was hard to translate and near-impossible to own. He argued that it fit Palmolive Naturals; it was the right word to capture the benefit of natural ingredients in a way Filipinas would quickly understand. Eventually, he won over the client – and many, many women. Hiyang sa buhok (Suits your hair) entered Philippine advertising history. Beyond the history lesson lies another one: Minyong had deep insight into women, and believed in women. He supported women, promoted them, and never pulled his punches just because they were women. He wasn’t politically correct, but he knew talent when he saw it – and he didn’t care which restroom it used. Leigh Reyes President & Chief Creative Officer Mullen Lowe Philippines Former Copywriter Basic Advertising

ASIA'S OWN The region's inspiration.

Akira Kagami

Piyush Pandey

He started as a strategist when he joined Dentsu fresh out of college. Within a few years he embraced copywriting and built his reputation as a unique creative professional whose forte is TV commercials. He is best known for an award-winning spot he created for the Japan Ad Council, Imagination/Whale. His advertising career now spans 40 years. When he can, he shares his wisdom by speaking about Asian advertising at international award shows and seminars aiming to attract global attention to its diversity and dynamism. He wants to go beyond his role as a creative specialist to create a catalytic scheme for global communication design. Spoken like a true strategist.

This former tea tester inched his way into legendary ad man status slowly but surely. He was born in Jaipur, India and attended its famous St. Xavier School. He is best known in Asia for his huge laugh, signature moustache and his award-winning TV spots for Fevicol glue, Cadbury and Vodafone. Pandey started in advertising as a trainee account executive but shifted to creative after a few years. He built a body of work that’s brilliant in its simplicity and celebrated globally. He is revered as the “godfather of Indian advertising” which we bet he didn’t even imagine back in the days when he was testing tea.

Yasmin Ahmad Oddly enough, Yasmin’s career started as a trainee banker then as a marketing representative while moonlighting as a pianist and blues singer at night. She began her career in advertising as a copywriter in Ogilvy & Mather. Then she moved to Leo Burnett and rose to become its executive director in Kuala Lumpur. True to form, she straddled her advertising duties with her passion for film directing and scriptwriting. Her television commercials and film are famous for their humor and heart. People single out her ads for Petronas, the national oil and gas company. Her work has earned her metals locally and internationally but in Malaysia, some of her films are highly controversial because they dare to discuss issues deemed forbidden by social conservatives. And no one is at all surprised. Yasmin passed away in July 2009.

Suthisak Sucharittanonta This man’s metal collection is outstanding and his creative reputation solid. As chief creative officer of BBDO Bangkok, he has hugged Campaign Brief Asia’s No.1 Thai creative slot since 2001. His unique blend of presenting reality with inspired comedy made him Asia’s most awarded creative director. He made a name for himself through his comedy horror TV spot for Black Cat Whisky and The Painted Smile for Operation Smile of Thailand which was dedicated to help children born with cleft lips. He loves to write (he wrote a book about the Thai advertising industry), and play the guitar. He’s a man of few words but his metals speak volumes, as does his hushed hands-on work with his favorite charities in Thailand.

THE WORLD Our planet's shining stars.

Alex Bogusky Alex is a designer, marketer, author, and consumer advocate aside from having been an advertising executive and principal of the firm Crispin Porter + Bogusky. Under his direction, the agency became the only agency to have won the Cannes Advertising Grand Prix in all five categories: Promo, Media, Cyber, Titanium, and Film. Alex was inducted into the Art Director’s Club Hall of Fame and in 2010 received the rare honor of being Creative Director of the Decade by Adweek magazine. Soon after, he retired from advertising to being the lead "insurgent in the new consumer revolution" at FearLess Cottage. He now indulges his passion in consumer and social advocacy by exploring a new relatiosnhip between people, brands and culture with more transparency and more collaboration. As a way to help rebrand Al Gore’s Climate Reality Project he recently launched 24 Hours of Reality which became the highest viewed streaming web event to date with 8 million views in for an average of 58 minutes. It seems whatever Alex touches turns to metal.

Bob Isherwood Bob is an Australian businessman and advertising global creative leader. He was responsible for Australia’s first Gold Lion award for Cinema at Cannes International Advertising Festival. He has won a British Design and Art Direction gold award (Black Pencil) for Advertising, was named Australia’s Leading Creative Director, has been awarded a Clio Lifetime Achievement Award and inducted into the Clio Hall of Fame. He is also a member of the Royal Melbourne Institute of Technology Acclaimed Alumni and received the first ever Honorary Doctorate in Communications in 2007. He was inducted into the Australian Writers and Art Directors Hall of Fame in August 2009. He is currently a founding partner of Dialog Health, Chairman of the Global Creative Council for Innocean, Dean of the Cannes Young Creative Academy, and an Adjunct Professor of Managerial Studies at Vanderbilt University. Not bad for a guy who grew up in a tough suburb in Melbourne and quit school at 13.

David Abbott His colleagues describe him as a true gentleman soft-spoken, generous, polite, witty and principled. He co-founded Abbott Mead Vickers which later became AMV BBDO. He created iconic campaigns for The Economist, Sainsbury, Volvo, Yellow Pages, Chivas Regal, RSPCA and more. It’s been written that he refused to work on campaigns for toy and tobacco companies. He writes copy with his feet on his desk with an A3 pad and a blue Artline pen. He’s been known to rework a headline 50 to 60 times “ to get the thought and balance exactly right”. He was a lifelong copywriter, widely regarded as the greatest of his generation, and former chairman and creative director of AMV. He helped build AMV BBDO to become the biggest in the U.K. but did not let its size get in the way of its creativity. David’s copywriting prowess was recognized and celebrated by his peers. In 2001 he was inducted into the One Club’s Hall of Fame and years after, into the American Advertising Federation’s Advertising Hall of Fame. Truly, a gentleman of the Mad Men variety.

Dan Wieden Dan coined what one industry publication says is “arguably the best tagline of the 20th century” – Nike’s Just Do It. He worked briefly in public relations before he discovered his talent in copywriting. With his partner David Kennedy , they opened their own shop with USD500. They had five employees and a shared pay phone but three decades later Wieden+Kennedy became a global brand with projects that include branding, an experiemental advertising school, documentaries and television series,and incubating technology start-ups. Dan and David were number 22 on the Advertising Age rating of 100 ad people of the 20th century. In 2012, their agency was named both Independent Agency and Agency of the Year at Cannes and Dan was awarded the Cannes Lion of St. Martin. Which only goes to show that they do as they preach and just do it.

David Droga David started his advertising career in Grey Sydney before he enrolled in the Australian Writers & Art Directors School where he promptly won top honors. During his tenure as worldwide creative director of Saatchi & Saatchi, Advertising Age and Adweek named its Singapore office as International Agency of the Year and the Cannes Lions International Festival of Creativity named the London office the Global Agency of the Year. He would move to Publicis after but only to leave again to start his own agency, Droga 5. Droga5 has been named US Agency of the Year five times (2007, 2011, 2012 and 2014) and made Advertising Age’s Agency A-List in 2010, 2011, 2012, 2013 and 2014 aside from being named one of Fast Company’s World’s 50 Most Innovative Companies in 2013. David is the single-most awarded creative at the Cannes International Advertising Festival. He was also inducted into the American Advertising Federation’s Hall of Achievement. While in London, he was named World’s Best Creative Director by Advertising Age. While in Asia, he was included in Media Marketing’s Hall of Fame and was honored with a Lifetime Achievement Award by Campaign Brief Asia. In Australia, Creative Magazine named him Australian Creative Person of the Decade. In 2012, the American Australian Association and G’Day USA honored him for his business success. He was also honored by the Australian Advance committee and named their Global Australian of The Year. David is also the youngest person ever inducted into the New York Art Directors Club Hall of Fame. There isn’t enough space in here for all of David’s awards.

Jeff Goodby Jeff was a Harvard graduate who couldn’t find work in publishing so he ended up in advertising. His first job was in J. Walter Thompson where he met Hal Riney whom he considers his mentor. He credits Hal for teaching him reverence of surprise, humor, craft and restraint. Later, he met Rich Silverstein with whom he founded Goodby, Silverstein & Partners. Their agency will then go on to win every advertising award imaginable. In addition, the Museum of Modern Art has exhibited several of their ads which includes Got milk? and the Budweiser lizards. Jeff was the guy who wrote Got milk? on a napkin (or poster board as others stories say) during a focus group discussion. A line often regarded as the most remembered tagline in beverage history. Jeff has served as President of the Cannes Advertising Festival, head of the Titanium jury and jury chairman of the ANDYS. He has also been inducted into the Advertising Hall of Fame. Got bling?

Sir John Hegarty Sir John started in advertising as a junior art director, but was fired 18 months later. That didn’t stop him from becoming one of the world’s most awarded and respected admen. He founded Bartle Bogle Hegarty (BBH) with John Bartle and Nigel Bogle. BBH has won every Agency of the Year accolade and every creative award possible. Sir John has won golds at various industry awards: D&AD ,Cannes, British Television. He was honored with the D&AD President’s Award for Outstanding Achievement and was inducted to the U.S. One Show Advertising Hall of Fame. Aside from creative awards he is also a proud recipient of honorary doctorates from Buckinghamshire Chilterns University College and Middlesex University. He also sits on the Board of Trustees of the Design Museum. He is credited for commercials such as Levi's 'Laundrette', Levi's 'Flatbeat', 'Vorsprung durch Technik ' for Audi, 'The Lynx Effect' for Unilever and 'Keep Walking' for Johnnie Walker. He has also written books on creativity: Hegarty on Advertising: Turning Intelligence into Magic (2011) and Hegarty on Creativity: There are no rules (2014). Sir John was knighted in 2007 for his services to the advertising and creative industries. Woe to whomever fired him from his first job.

John Hunt John is a Zambian native who became the Creative Founding Partner of TBWA\Hunt\Lascaris which grew to be South Africa’s premier advertising company. It’s been named Agency of the Year six times in the last seven years: in 1993 the agency was International Agency of the Year; in 1994, Marketing Organization of the Year and in 2000, Advertising Age's Agency of the Year for Europe, Middle East and Africa.Their work for the Zimbabwean newspaper became the most awarded campaign of all time after it swept an impressive number of awards at Cannes, One Show, Clio, ADC, and D & AD. John was intimately involved in Nelson Mandela’s first ANC election campaign in 1993. Three years later, he joined the South African Advertising Hall of Fame - the first working creative to be so honored, and in 1997 he received the Financial Mail's Long Term Achievement Award. His other talents have also been honored with accolades and he was named South African Playwright of the Year for Vid Alex which deals with the condemnation of censorship during the apartheid years. Who says admen are only after metals and bottomlines?

Keith Reinhard Keith is the Chairman Emeritus of DDB Worldwide, an agency that has won more Grand Prix awards in the 50-year history of the International Advertising Festival in Cannes than any other agency, and over the last 16 years has won more awards in Cannes than any other agency network. The Gunn Report named DDB the Most Awarded Agency network in 2004 and for the next two years Adweek honored it as its Global Agency of the Year. He is one of the architects of the advertising industry’s first and only three-way union: Omnicom, one of the world's largest advertising and marketing services holding companies. Colleagues refer to him as a “soft-spoken visionary” and he is equally well-known for his Any Wednesday internal DDB memos, a collection of which has been turned into book by the same name. From 1980-2003, every Wednesday he sent his employees around the world a single piece of advice about advertising, business or life. In one he said, “Sometimes the smartest thing we can say is, ‘I don’t know.’, especially if, in saying it, we set off in search of an answer.”

Neil French Neil got expelled from school at the age of sixteen and tried all sorts of odd jobs: bullfighter, debt collector, and sales (encyclopedia). At eighteen he landed his first job in advertising, in accounts. Of course, he didn’t stay long and found his way into creative. He is regarded by some as a copywriter’s copywriter and is famous for his minimalist visual approach. He is well-regarded for his elegant print ads with long but literate, sophisticated and impertinent copy. He was notorious for creating controversial ad campaigns like the fictitious brand XO beer for which he created a series of humorous ads extolling its high alcohol content. The buzz drove hordes to look for the beer in Singapore bars only to find out that it did not exist. Among his award-winning works are ads for Borders, Beck’s Beer, Chivas Regal and Parker pens. Niel is widely credited with bringing the creative revolution to Asia during his stint with The Ball Parnership in Singapore. He is the founder of The World Press Awards which honors outstanding advertising work in print. He is also famous (infamous!) for speaking his mind which, more often than not, got him in hot water.

Lee Clow Lee credits his first grade teacher, Mrs. Rice, with recognizing his artistic potential. He started as a paste-up artist at a small design studio where his frustration drove him to look for an agency that would satiate his thirst for creating outstanding work, and Chiat/Day met his need by hiring him. His formal training was in art and design and he literally taught himself advertising with the help of Jay Chiat and his collection of New York Art Directors Club and Communication Arts Annuals from the 1960s. He climbed up the ladder but he consistently shunned titles and the limelight. There’s no better example of Lee’s impact in the industry than his 30+year partnership and friendship with Steve Jobs. They created the now famous work for the rebirth of Apple in 1997. Along with Steve Hayden, he created Apple’s 1984 spot and its 'Think Different' slogan. Lee is also known for his irreverent lifestyle spots for California Cooler and his 'I Love L.A.' for Nike. Lee is the chairman of TBWA\Media Arts Lab and Director of Media Arts, TBWA\Worldwide and is reverently called “advertising’s art director guru”. Mrs. Rice must be proud.

Paul Arden Those who knew Paul well know of his generosity, enthusiasm and his sense of what might be fun to do but for some he has been described as an unapologetically difficult advertising director who created memorable campaigns for Silk Cut, British Airways and The Independent. Prior to this, he was executive creative director of Saatchi and Saatchi for 14 years. It’s been written that when he resigned, the ones who did average work jumped for joy while those who were hungry for excellence mourned. He set up a film production company, specializing in commercials, called Arden, Sutherland-Dodd and began his career as a television commercial director. They won a Palme D’Or at Cannes in 1998. Later, he decided to become a writer and published several books on advertising and motivation, including Whatever You Think, Think The Opposite and It's Not How Good You Are, It's How Good You Want To Be. From one of his book’s pages is a quote, “ It’s fashionable for so-called thinking people to try to lose their ego. [..] Presumably we were given egos for a reason. Great people have great egos; maybe that’s what makes them great.” That might pretty much sum up Paul.

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Centerfold 139 Jun Urbano Trendspotting 140 Flow Arts: Beauty that Morphs Profile 142 Nix Nolledo, Xurpas 144 Patis Tesoro, Designer adobo Exhibit 148 A Brush With Advertising

Creative Corner 152 Dante Dizon, Leo Burnett Group Manila In the Bag 154 Yoly Crisanto, Globe Telecom Sidedish 156 Charmaine Bautista Pamintuan, Inquirer Group of Companies Getting to Know 156 Mark Patterson, GroupM

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words IRMA

M. MUTUC |

photo

RICARDO MALIT |

Jun Urbano is also known as the son of Manuel Conde –the producer, director and star of Genghis Khan, the first Filipino movie entered in an international film festival (1952’s Venice Film Festival). At a young age, he was exposed to his father’s world and work, and even before he graduated from Ateneo, he was writing scripts for his dad’s TV show Under the Guava Tree with Juan Tamad. He could very well have rested on his father’s laurels, but he resisted. He got a break in the 70s directing a

art direction VICTOR

GARCIA |

15-second spot for Nescafé, by aiming the camera on a painting of the product and zooming out. This paved the way to his becoming one of the most respected television commercial directors of the 80s and 90s. Eschewing retirement at age 50, he decided to focus on being Mr. Shooli, the fictional character of his television show, Mongolian Barbecue, becoming a vehicle for social and political change through entertainment. At 76, he could very well just take it easy but at the time

makeup artist JAYPEE

PERALTA

of the adobo shoot, like a young boy with a new toy, he was telling us about a number of movie scripts he recently wrote and showed us the digital print of a hardbound book he wrote on the history of the Philippines prior to the coming of the Spanish conquistadors. The man is indefatigable. And if Juan Tamad—the embodiment of the indolent Filipino—mocks him for being so earnest, chances are, Direk Jun will climb up the tree and pelt him with guavas.

Shiela Tiongco Freelance Digital Producer

PEOPLE Paulino Servando III CEO, PlanetZips

Thonx Kwek Web Designer, Ace Saatchi & Saatchi

Flow Arts

TRENDSPOTTING

Patti Lee Associate Digital Media Director, Ace Saatchi & Saatchi

Cil del Mundo Business Unit Director, Seven A.D.

Nathan Cabigao Activations Director, david IMC

It’s easy to see what lured these artists into this enchanting art. Using fluid movements, partnered with colorful props - hula hoops, poi, clear ball for contact juggling, and light staff, these performers can mesmerize an audience. But for these Flow Arts practitioners, it’s not just about the vibrant façade, but its core meditative nature that calms their frazzled minds - fusing movement and power to de-stress hectic lives.

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SURPASS

An odd man out in a family of achievers, NIX NOLLEDO shares how he carved his own path. words OLIVER BAYANI | photos RICARDO MALIT

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oming from an accomplished family with bar top notchers for parents and a high school valedictorian for a brother - Nico Jose “Nix” Nolledo was the outlier. While he never failed a subject, Nolledo candidly admits his grades could’ve been better. Admitted to Ateneo de Manila’s Business Management Honors program, Nolledo was later kicked out. He shrugs: “I would score a 33/100 in a Math exam. Another

adobo magazine | July - August 2015

guy would score 100. We read the same books and went to the the same lectures. I was never a party kid. I was never a bad boy. I just couldn’t absorb it the way they did.” What Nolledo did excel in was starting businesses. In his junior year in college, he opened five small businesses with around PhP10,000 to PhP20,000 in capital, selling bottled iced tea at U.P. Diliman near the Ateneo, a cafeteria in Elizabeth Seton School,

to ambitious ventures like setting up a small computer shop at BF Homes, Parañaque where he lived. Before founding the most successful home grown billion-peso tech company in the Philippines to date, Nolledo initially planned to have a restaurant chain of his own. To learn the ropes, he applied for a job in fast-food companies right out of college. After being rejected a couple dozen times, he landed a job at KFC and

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started working as an assistant manager at SM North EDSA. “I learned a lot in KFC because every working part of a corporation is in a store. Your sales or your cashiers when they talk that’s your direct relationship to your customer. Your operations from assembling in the kitchen, cooking in the kitchen, assembling the food in the prep station, that’s all there. It felt like its a microcosm of how potentially a much larger organization can

run, and I saw all of that.” It was the education he was looking for. It was his brother Michael, who was already living in the U.S., who gave Nix the idea to put up PinoyExchange.com, an Internet-based message board where people of common interests can meet and talk. Nolledo was no programmer and had friends set up the initial website and logos, following a crude template he created using Microsoft PowerPoint. “We launched it anyway, but you know the lesson learned there is had we tried to perfect that experience and not launched, we would have missed a very large window of opportunity.” He was referring to the UAAP collegiate basketball season where PinoyExchange got its big break. He asked his cousin Jude Turcuato, — then a courtside reporter who would later become Fox Philippines CEO - to announce during the games’ halftime breaks that PinoyExchange. com was open for the audience’s comments and thoughts. “‘Speak your mind, let us know what you think of this game. Log-on to PinoyExchange. com’ That’s what Jude said. That’s when the traffic exploded within a few months, turning PinoyExchange into the largest online community in that time. “I remember two instances that really opened my eyes to the potential of the Internet. One was: I was sitting in an Internet cafe and the person beside me was surfing PinoyExchange. If I had a camera then, I would definitely have taken a selfie. ” Nolledo says. “The second thing that blew my mind was when I saw that we hit 20,000 unique visitors per month. That’s Araneta Coliseum full of

people visiting something I created.” “That’s when I got addicted. The future is the Internet. The next Makati is a website.” When he sold PinoyExchange.com to iAyala, an investment arm of the Ayala Group, in 1999 that his vision broadened further. With access to top research, he saw one telling statistic - There were 6 million cellphones and 2 million PCs. Knowing that the cost per unit of a cellphone is cheaper than a PC, and in 2000 Nolledo was convinced that the future of the internet would be in mobile communications. “I left Ayala in 2001. Xurpas was incorporated in the same year in November.” He calls Xurpas “e-commerce for digital goods,” specializing in developing an assortment of digital products. Casual games and other consumer products has helped fuel the growth of the company, now accounting for 79% of its revenues. The rest (21%) is from its enterprise deals building platforms for telcos and brands. Starting with a paid capital of just PhP62,500 with no venture funding or even loans from relatives, Xurpas has became the first tech company to list its shares in the Philippine Stock Exchange now with a market cap of PhP20.1 billion. The company has already bought a software consultancy firm Seer Technologies and opened a new subsidiary called Xeleb. Nolledo considers himself as a builder. “That’s also the reason why we never sold our company even though a lot of our competitors over the years have sold their businesses. As we said, by 2020, everyone in the world will conduct their lives through this. Why will we sell now?”

143 The future is the internet. The next Makati is a website. - NIX NOLEDO

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TRANSITIONING TO HER THIRD ACT PATIS TESORO talks about her enduring passion for local textiles and her evolving fashions.

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words ANNA GAMBOA | photos DAN HARVEY

fter travelling out of the city and into the village that straddles San Pablo (Laguna) and Tiaong (Quezon), there is a sense of relief when one stops to admire the Patis Tito Garden Café, the creative sanctuary of Patis Tesoro, considered by many as the grande dame of Philippine fashion. It’s an out-of-town destination for city folk seeking a place to recharge and renew themselves in the middle of Tesoro’s well-kept gardens, as they enjoy well-prepared meals using local organic ingredients. “Simple food, but with good taste,” is how the lady of this domain describes it. “I love upcycling,” she declares, smiling, as a guest admires a house being built out of elements saved from older homes—“It’s all from different houses,” Tesoro points out—a banister here, a set of windows there, and the callados or cut-out vents set above them to ensure that warmer air escapes easily in hotter months. The structure will partly house Patis’ studio, as well as her workshop, where she will train more people interested in preserving artisanal crafts, such as Lumban’s intricate embroidery on piña — a delicate fabric made of pineapple fiber often associated with the wealthy upper class in 19th century Philippine fashion. MAKER’S MANIFESTO Indeed, even her current collection of little blouses displays a playful and masterful combination of colors, patterns, embellishments

and fabric—cotton here, piña there— beautiful to look at, comfortable to wear. The old and new elements result in something that’s fresh to behold, while retaining familiar lines that please the eye. While these garments don’t command the astronomical sums Patis’ wedding gowns would fetch, they’re still very much out of reach for anyone earning a fresh grad’s paycheck. “Piña is a cloth of stature, it cannot be otherwise,” Tesoro states firmly, but gently. “It is iconic to the Philippines.” “If you think the world is changing fast, try fashion,” she says wryly, her humor expressed in the twinkling of her eyes. Having gotten her start in fashion through the DIY route when she made her own keyhole peasant blouse (being unable to find one in local shops), after admiring one in a Marlboro ad, she always believes that “if you can’t find it, make it.” A graduate of Assumption Iloilo, Patis is the product of an age when hand-embroidery and sewing were required courses taught in school. “Yes, you’re wearing a story,” she agrees, after a guest comments on how the provenance of the materials reflect their rich heritage or history. It is with some pride that artisans tapped by Tesoro boast of not needing to work abroad because of the steady steam of work sent their way. With centuries of local traditions—hand embroidery, embellishment, textile processing and weaving—Patis adeptly employs the fine work of artisans in her

own creations. “I had an ASEAN show recently, and [all the other countries] were always looking at our stuff, saying ‘we wish we had embroiderers just like yours, and we wish we could do piña (this way).’” With her only retail outlet now based in Laguna, only Rustan’s carries her designs in Manila. “At first they wouldn’t believe me. ‘How can you sell dusters (housedresses)’ they asked me. Because the richer the woman, the more she wants to wear jewelry, but she can’t wear under-the-bridge Thailand dusters. Fifty-eight thousand, one hundred thousand, they buy it. And I [design] for the big woman, my focus is for the big woman.” And she further explains about the practicality of design for women of a certain age and shape, creating beautiful things that they can still wear.

Embellishment at its finest

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Tesoro understands that people have to make a living, especially when Filipinos rarely invest in finely made local clothing, thinking it too expensive for their tastes, preferring Western garb instead. With a dearth of customers, even Lumban’s embroiderers are beginning to encourage the next generation to turn to call centers. “That’s why I want to open a school,” she states, determined to not let traditions die while she can do something to keep it going. Tesoro is also part of a movement to revive the production of organic Philippine cotton—and having harvested a two-kilo yield of raw cotton is a beginner’s triumph, after an initial planting to test the various conditions which would be ideal for organic farming in Quezon Province. There is no distance too far or mountain too high for her to explore, all for the sake of preserving the country’s textile-based traditions.

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The gift shop at Patis Tito Garden Cafe.

The tablecloths and coasters for drinking glasses exhibit the same playful aesthetic mix of color, line and materials. In fact, the tablecloths can even double as travelling blankets. CHAMPION FOR LOCAL TEXTILES Piña is by its very nature a fabric that can last centuries if well cared for. But its making entails blood and sweat on the part of the artisans who painstakingly process the plants into fiber, separate the rough from the fine fibers, weave them into cloth, and sew it and/or embroider it with intricate patterns. “If we lose it, we lose our identity,” she emphasizes. Filipinos have to grow more piña to prevent traditions from going extinct, says Patis, who has helped document the exact step-by-step process with the help of photographers and writers—and will be talking in Madrid, Milan, and Washington about preserving this fragile part of Filipino heritage. While there are foreign buyers for piña, it’s often the cheaper or blended variety that sells quickly.

adobo magazine | July - August 2015

THE SECRET GARDEN In the midst of the soothing birdcalls, slow songs, inspiring beauty found in the artworks on the walls and Nature’s own artistry, is a sign declaring the entrance to “Ang nakatagong hardin ni Patis” (The

hidden garden of Patis). Motioning at all the landscaped beauty, she says simply “a garden is a constant thing,” appreciative of the fact that a team of gardeners is on hand to keep everything growing, including a crop of organic cotton sourced from seedlings in Abra and Iloilo, and a thicket of indigenous black bamboo she intends to propagate (and prevent its extinction). It takes a lot of hard work to get to where she is now, “but it comes true,” she affirms, quickly creating a verbal sketch of her career—from that peasant blouse selling like hotcakes, to designing for a local brand, then striking out on her own doing wedding fashions—and now this, the next step in her passion-filled life. She may have transplanted herself from San Juan City to San Pablo, but Patis Tesoro is still very much a creative force to reckon with. “My eyes are always inquisitive,” she says, smiling behind her black round-rimmed glasses. Her life’s work for the next couple of years will certainly see her busily keeping piña and other textiles relevant in local fashion. It’s her way of paying things back, and forward too, as befits someone with a rich intellectual and artistic legacy to share.

Embroidered and beaded slippers.

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A BRUSH WITH ADVERTISING Four Filipino advertising practitioners, namely Fernando Amorsolo (1892-1972), Hernando R. Ocampo (1911-1978), Cesar Legaspi (1917-1994), and J. Elizalde Navarro (1924-1999) were proclaimed by the state as National Artists. While the four were recognized not for their advertising work, but for their artistic masterpieces, it illustrates that many of our distinguished artists have emerged from the advertising field. words CID REYES | photos courtesy of LEON GALLERY

"Soldiers" by Cesar Legaspi

he first declared National Artist was Fernando Amorsolo, whose passing in 1972 inspired the First Lady Imelda Marcos to bequeath the title posthumously to Amorsolo, already considered “The Grand Old Man adobo magazine | July - August 2015

of Philippine Art.” Unbeknownst to many, it was Amorsolo, while still a Fine Arts student moonlighting as a commercial illustrator, who had designed the iconic logo for Ginebra San Miguel. It showed the sword-wielding archangel

Michael trampling underfoot the devil Lucifer—thus the product was also known as “Marca Demonio.” The label is an example of an excellent logo design that captured, literally, the spirit of the product. Pleased with the work of the young Amorsolo, Don Enrique Zobel de Ayala, whose family was part owner of the distillery, offered the young Amorsolo the opportunity to study at the Academy of Fine Arts in San Fernando, Madrid. Amorsolo proceeded to Madrid where he was exposed to the works of the Spanish master Joaquin Sorolla, which was to be a great influence on his sun-and-shadow style of painting. None of these artists, of course, could make a living out of their artworks then, which are now being snapped up by collectors, despite their prices escalating in the millions. No surprise then that they all had to do commercial and advertising art. But talent is truly a gift that early manifests itself. In the case, for instance of Cesar Legaspi, superb draftsmanship characterized his advertising work, done in the late 1930s, prior to the outbreak of the war. Samples of his advertising works are extant. In one interview, Legaspi narrated: “My job was staff artist of Elizalde’s advertising department under Pete Teodoro. Elizalde & Company carried diverse products: from wine to rope, from life insurance to a steamship company. I was the only artist there, so I had to do all the illustrations for all these various products.”

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149 Abstraction 122 by H.R. Ocampo

In time, Pete Teodoro would put up his own advertising agency which he would name Philprom (for Philippine Promotions), thereby making it the first Filipino ad agency, at a time when the field was dominated by multinationals

such as J. Walter Thompson, McCann Erickson, and Ace Compton (now Saatchi & Saatchi). Working together with Legaspi at Philprom was Hernando R. Ocampo. With his experience as a soap opera writer and director,

Ocampo headed the agency’s production department. By 1968, Hernando Ocampo and Cesar Legaspi would leave advertising work and fully devote their time to painting. It was a risk and a gamble for them, but so passionate were they for painting that there was no stopping them. Many years later, I would work at Ace Compton with another future National Artist by the name of J. Elizalde Navarro, who was, as we used to say then, “BalikAce.” He was given the title of Executive Art Director. Navarro had previously worked at Ace in the late fifties and had moved to Philippine Advertising Counselors (PAC). As a painter, Navarro’s works were then not given their due recognition. Inevitably, his advertising work influenced his art. The 60's were the heyday of Pop Art, when images from mass media, movies, advertising, and comic books dominated

A Sonata for September by H.R. Ocampo

July - August 2015 | adobo magazine

ADOBO EXHIBIT

PEOPLE Female Nude 1 (1920) by Fernando Amorsolo

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The Kecak Dancer, Bali by J. Elizalde Navarro

the scene. After Navarro’s death in 1999, he was posthumously declared a National Artist. From PAC came a trio of art directors, from succeeding generations, who have made their names in the world of Philippine art: Romulo Olazo, Edwin Wilwayco, and Rico Lascano. Olazo’s name has become synonymous with the word “diaphanous” which was his long-running, lifetime series of works. Anyone who has been attending the auctions are well aware that Olazo’s works now fetch in the millions, so sought-after are they by avid collectors. (As I keep advising my overpaid advertising cronies: invest your disposable cash in art. You won’t regret it.) Making waves in the Asian art circuit are the abstract works of Edwin Wilwayco whose large works are visibly present in the grand lobbies of local hotels. Now working full-time on his art, Wilwayco divides his time between his Providence, Rhode Island studio adobo magazine | July - August 2015

in the U.S., and his Parañaque home, where currently a spacious three-storey studio is rising. Undoubtedly, there are several more advertising people doing serious painting than can be accommodated in this brief overview: Romy Singson, Lydia Velasco, and Raul Jorolan. So: is

the phrase “starving artist” still current in this day and age? To be sure, every generation will have its share of starving artists. Some of them may, in fact, be working in your agency now. As the lessons of history have shown us: treat them kindly. They may well be our future National Artists.

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CREATIVE CORNER

PEOPLE 152

DANTE DIZON

Creative Director and motorcyclist Leo Burnett Group Manila

adobo magazine | July - August 2015

A biker with a passion for design, this artist is always doodling the next concept.

CREATIVE CORNER

PEOPLE

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1. Lucky horseshoe given to me by a friend. The dirt from the racetrack should never be cleaned and should always face up to catch all the luck. 2. Elvis shades never leave home without it.

3. Thinking monkey by Neighborhood. Because we all need to evolve sometime.

5. Switchblade comb You should always be prepared in the darkest of alleys.

4. Old briefcase Makes it easier to type and serves as a stash kit for all your extra pens.

6. #2 Pencils still the best tool for any creative.

7. Notebooks You can never have too many little black notebooks.

9. Camera Perfect tool if you need to do a quick compre.

8. Raijin , Fudo Myo and Kongo Rikishi Agyo action figures All there to remove all obstacles and ward off evil. July - August 2015 | adobo magazine

IN THE BAG

PEOPLE

YOLY CRISANTO

Head of Corporate Communications Globe Telecom 154

2 3

6 10

7 5 11

1 Apple Earphones to privately listen to my favorite music and YouTube videos. 2 Notepad for those quick notes that need to be jotted down. 3 GCash Rewards MastercardÂ and business cards I never leave my home or office without them. 4 Janeke Brush to keep myself neatly groomed. 5 Globe Samsung Galaxy S5

adobo magazine | July - August 2015

6 Globe iPhone 5s 7 Globe Huawei Ascend P6 8 Montblanc Pen a trusted writing implement. 9 Les Petits Cols Eu de Parfum a pick-me-up scent that lifts my spirits. 10 Clinique concealer because hard work shouldnâ&#x20AC;&#x2122;t show. 11 it! Works Deep Sleep Stress Less Rollerball 12 Loreal Lipstick in Flirty Berry my go-to color for most days.

13 Clarins Lipstick 705 a shade more appropriate for functions. 14 PabDer Cardholder a well-designed functional accessory. 15 Coach Purse holds the things I require when stepping out of the office for air. 16 Mac Studio Fix Powder for quick touch ups.

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SIDE DISH

PEOPLE 156

CHARMAINE BAUTISTA PAMINTUAN Charmaine Bautista Pamintuan is the Chief Marketing Officer of the Inquirer Group of Companies. Known for her bubbly personality, she dishes out a few personal and professional tidbits for adobo’s readers. ANY SKILL YOU FAKED UNTIL YOU MADE IT? I think baking would be the skill I faked. I took some baking classes, did step-by-step lessons online, bought baking paraphernalia, but I never got it right. I would have my family critique my creations, and am proud to have finally pinned down my empanada and brought all those lessons to fruition. WHY MARKETING AS A CAREER? Marketing is a career that best exposes one to the different facets of business. In an organization, marketing is at the forefront of understanding the consumer – some may even say championing the consumer. The task of immersing one’s self into the lives, desires, and needs of consumers is an exhilarating experience especially when you derive consumer insight. You get to unravel things that induce a consumer to behave in a specific manner and make sure that the brand being marketed will appeal to that desire or need. The development of products or services that addresses that pain point is a very fulfilling endeavor. Once marketing puts the consumer at the center of everything they do, they are able to trigger a behavioral action. This exercise amazes me and this is what makes marketing such a thrilling career. But of course it isn’t without its challenges. WHAT TALENT WOULD YOU MOST LIKE TO HAVE? I’ve always wished to have a serious singing

voice. I can carry a tune, but I’d love to have the ability to belt out songs and reach high notes. YOUR FAVORITE BRAND (EXCEPT YOUR OWN COMPANY)? Virgin – headed by Richard Branson, who is a brand himself. At Virgin, they might not churn out award-winning creative materials, but the positioning that they have chosen for their brand is amazing. They’re a brand that loves and embraces life, a brand that has hits and misses in the past but still remains hungry and always has a gung-ho attitude. WHO IS YOUR FAVORITE FICTIONAL HERO? Olivia Pope of Scandal is one of my favorite fictional characters. I love her measured and insightful problem-solving skills. She always sees the bigger picture and goes for the win-win situation. She is a strong female character which is rare on television. WHAT DO YOU CONSIDER THE MOST OVER-RATED AND UNDER-RATED QUALITY? Overrated: Innovative Underrated: Sustainable

GETTING TO KNOW

MARK PATTERSON DESCRIBE YOUR ROLE Overall responsibility for the strategic and operational leadership of the GroupM Asia Pacific business and consolidated P&L delivery in the region. A business with 8000 people 36% market share and $25 billion of billings. Represent Asia Pacific on the worldwide management group.

adobo magazine | July - August 2015

Chief Executive Officer, GroupM Asia Pacific

WHICH OF THE CHANGES IN MEDIA ARE YOU MOST EXCITED ABOUT?

WHAT TALENT WOULD YOU MOST LIKE TO HAVE?

The speed , nature and sheer volume of change in our industry. There has never been a better time or place to be in a media agency.

Professionally …A second language, any one will do! Personally …to be able to play golf properly.

WHAT PEOPLE DON'T KNOW ABOUT YOU? I cook.

T H E

F I R M

Shop Talk 158 Cutting Edge Productions Feature 160 BBH Asia Pacific 164 Loudbox

SHOP TALK

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A WORLD-CLASS SLICE Cutting Edge Productions gives adobo a tour of the world-class home that cradles the company’s technologically-advanced audio and video production services.

words MARJ CASAL

photos RIANNE RONQUILLO

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or an office space housed in a busy corporate building along Aguirre St. in Makati, the headquarters of Cutting Edge Productions isn’t exactly what you’d expect to find. As soon as the elevator opens at the top floor of the Ricogen Building, you’ll be welcomed by the sight of the bright and huge lobby surrounded by wooden walls and adorned by faux saplings, not to mention the fully-stocked bar. adobo’s welcoming committee included the company’s Business Development Officer and Partner, Alan Magtoto, Head of Sound, Whannie Dellosa, and Head of Music, Tris Suguitan who all embodied the same warm and friendly aura of their turf.

adobo magazine | July - August 2015

“It’s the dream office,” shares Whannie during the tour. The concept of the design and structure of the office–from floor to the high ceiling–came from the team. The company boasts of world-class editing suites, eschewing numbering rooms in favor of color-coding to shrug off the notion that some rooms are superior than the others, “Whatever the big rooms can do, the smaller rooms can, too.” Since the rooms are interconnected and have the same functions, the suites are assigned based on the task at hand– interlocks, major presentations joined by the agency and the client can be performed in bigger rooms, while minor revisions

L-R: Alan Magtoto, Whannie Dellosa, Tris Suguitan, Sernil Peñasales, Jessie Lasaten and Ramil Amparo

Conference room/ occasional dining area

that require the presence of a smaller group may easily be accomplished in one of the cozier but equally world-class suites. “We had similar-sized rooms before, but it was counter productive,” shares Tris. It’s safe to say that everything in the office, down to the furniture, is planned to the last inch. The editing suites, naturally, are built to be soundproof, “the trick to make rooms soundproof is not to have parallel walls,” says Whannie so the couches in the rooms were customized to fit the wall with breaks. Apart from the double doors and strategically structured soundproof rooms so that “what you hear is what you get,” the suites that double as studios are also equipped with customized sound diffusers and flat speakers. The company takes pride in a lot of its top-notch facilities

The bar and the reception area that welcome Cutting Edge’s clients and visitors

The ‘Gold Room’ is the biggest editing suite/theater room for presentations

The ‘Yellow Room’ – one of the editing suites that doubles as a studio

including a super fast internet connection that makes it possible for them to service clients from outside the country like Guam and Canada without the hassle, “[Gigabytes] upon gigs of audio and video files are easily transferred,” explains Tris. The physical office of Cutting Edge may have grown more spacious and dainty than its former counterpart but their blue-chip services, shares Whannie, have always been there since company President Jessie Lasaten, his wife and another industry executive that served as witness made a spit handshake over beers to mark the birth of Cutting Edge, the number two sound production house in the 2014 adobo Creative Rankings. They have moved from a gritty one-bedroom condominium to a more respectable office space, and now to their dream home but as Whannie said, the core qualities that took Cutting Edge where it is now will never change. Their office parking lot, encompassing the whole basement, is now bigger than ever but the menial task of having to drive and park a client’s ride is something that even the top management undertakes themselves. The pantry is now a whole separate room, but making coffee for visitors is still part of their customer service. These humble qualities, according to Whannie, are what you bring with you when you start right in the production industry–as a production assistant making coffee for the directors and producers, running errands, or simply running to meet tight and sometimes ungodly deadlines. If you are tough enough to do all these, plus the merciless working hours and sleepless nights that you have to endure, then maybe, just maybe you can enter, and more importantly, last long in this industry because indeed, this job isn’t for the arrogant and the weak. July - August 2015 | adobo magazine

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STILL ZAGGING AFTER ALL THESE YEARS “BBH ASIA PACIFIC” Advancement through Creativity words MIKHAIL LECAROS

rom a narrative standpoint, one couldn’t make up a better story: Mere months after being launched by partners - British ad men John Bartle, Nigel Bogle, and John Hegarty in 1982 - the agency bearing their names hit upon the slogan that, coincidentally, would come to define all the work that was to follow. The campaign? An effort to restore former apparel leader Levi’s to its former glory. The visual? A black sheep surrounded by countless numbers of its woolly white brethren. The tagline? “When the world zigs, zag.” We couldn’t have said it better ourselves. Emphasizing creative irreverence, relevance, innovation, and effectivity above all, Bartle Bogle Hegarty (BBH) would lose none of its verve over the next four decades, crafting some of the most iconic and recognizable campaigns in the world. Indeed, their client list almost speaks for itself, including the likes of Levi’s, Playstation, Axe, Chupa Chups, Johnnie Walker, Häagen-Dazs, and, of course, Audi. While the agency had dabbled in selling off minority shares (as it did

in 1997 with Leo Burnett), it was not until 2012 that it was announced that BBH would be sold to the Publicis Groupe for somewhere in the neighborhood of £200 million. On the sale, Bogle was quoted as saying that the partners had felt “it was the right time…It’s always good to do this when you’re in a very strong position creatively.” While the founding partners are no longer necessarily directly involved in the operations of the company, their legacy is still very much alive and well in the offices across the planet that bear their names, easily identified by (what else?) the stylized black sheep that adorns the walls. In this part of the world, BBH Asia Pacific (BBH AP) is the “zagging” flag bearer. Headquartered in Singapore since 1996, BBH AP is under the stewardship of CEO John Hadfield, who rose to the position in 2010 following a four-year stint as the office’s managing director. With an office of 100 people from 17 countries, Hadfield’s approach to maintaining standards is straightforward as they come: “Set the bar very high, find the

best people, work hard and hope for some luck. Sounds simple. As we know, doing it isn’t quite as. However, it does feel that right now we’re in the sweet spot of our current capabilities matching our future plans…so we’re progressing as a business.” And just what sort of backgrounds do these “best people” hail from? “We look for interesting people, people who can bring something different to our family, to bring in different skills and ways of looking at problems. All these people add to the richness that we need to do work that is a little different from what others are doing.” Now, admittedly, the introduction of various professions to the modern advertising office is something that we are seeing a lot more of these days, and Hadfield shared his thoughts on what this meant for the traditional art-copy tandem, saying, “We’ve evolved a lot in the last few years as has business and the media landscape has changed,” says Hadfield. “We need to work quicker and in more channels. We do a lot of work on social and in content and that requires different skillsets

“One of the great things about the BBH network is that we put ourselves under huge creative pressure,” - MCCLELLAND

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CAMPAIGN: ‘BOOKBOOK’ CLIENT: IKEA A home run with critics, audiences, and juries worldwide, the ‘BookBook’ campaign presented the humble IKEA catalogue with the sort of hipster minimalist hype one associates with the latest iPhone. BBH AP ECD Scott McClelland credits the agency’s “great relationship” with client IKEA for the trust in going forward with a concept that is well and truly left field.

but we don’t let that get cloud the importance of the idea. We still often have a writer and art director at the core of the idea conception but that doesn’t give enough credit to the people who help with a great brief that gives them the ammunition and the bigger team effort to make it happen. We need to surround them with great, talented people who really, truly care about making great work. We work quite collaboratively but with smallish teams empowered to make magic happen. I’m still a believer in a core team but what defines that has become looser. We recently did a film for Nike written by an art director, an engagement planner and the business director and was all the better for bringing those skills together. It was social at its core and that helped it become as popular as it did.” “Funnily enough, we describe ourselves as a 100 person startup,” laughs Hadfield. Speaking on his shop’s culture, he emphasizes the roles that adaptability and proper mindsets play in staving off complacency. “Opportunity is the lifeblood of any agency business, both creatively and commercially. We’ve got to get back on the front foot. To stay on the front foot

adobo magazine | July - August 2015

you need a different skill set, you need to stretch clients, and you need a different attitude – after all, anything is possible.” At Hadfield’s side is executive creative director Scott McClelland. An industry veteran who’s worked everywhere from Australia to Germany, McLelland is no stranger to BBH, having served as senior art director in the Singapore office and creative director at BBH Tokyo. With Hadfield and McClelland at the helm, BBH AP saw one of its best-ever years in 2014, posting a 25% increase in revenue (compared to 2013), in addition to scoring big on the awards front, with their IKEA ‘BookBook’ and Chupa Chups ‘Get Lolli’ campaigns powering the agency to 23 metals at the Singapore Gong Awards, including Campaign of the Year and Digital Agency of the Year, as well

as Ad Age magazine’s runner-up International Agency of the Year. “Awards are lovely,” says McClelland, with a hint of pragmatism on the fleeting nature of chasing metal. “They are nice and shiny and we all like to win them. In principle, they can be a good thing, to reward people doing great work and to encourage people to do better. I do think there are way too many of them though...What I love is that our people get excited by more than just awards. We’re very result focused. We get massive satisfaction by our clients business performance and comments from real people, not just award judges. We appreciate the awards but we have to stay focused on effective results for our clients.” Hadfield echoes the sentiment, stating, “To be honest, I don’t really follow what’s happening in the award world very closely. We go

CAMPAIGN: ‘GET LOLLI’ CLIENT: CHUPA CHUPS Launched just in time for Halloween last year and subtitled, “The Instagram Horror”, ‘Get Lolli’ was the first of its kind, a game that utilized the Instagram platform by inviting users to navigate a haunted house to help save the title character from a grisly (yet family friendly) fate. Great fun, with loads of pop culture references, the game was a hit with kids and adults alike.

CAMPAIGN: ‘Laundrette’ CLIENT: LEVI’S Then seen as old and stodgy (“Dad jeans”), Levi’s sought the newly-opened BBH’s help in 1982 to make it relevant to its target audience. BBH’s solution: heaping helpings of SEX, starting with the instantly-classic ‘Laundrette’ TV spot starring model Nick Kamen. That year Levi’s sales increased 800%, giving the brand a boost in status that continues to this day. The spot also pioneered ‘integrated marketing’ through its use of a wellchosen song with memorable visuals to generate positive brand association in consumers.

to Cannes, which I find incredibly stimulating; the talks, the seminars, the innovation, the conversations and seeing lots and lots of work from all over. I like what I like and sometimes that’s the work that wins awards and sometimes it’s the work that doesn’t.” One piece of work that the duo certainly agree on is the much-lauded campaign for the 2015 IKEA Catalog. Cheekily dubbed ‘BookBook’, the multiplatform initiative was anchored by an online film that hyped up the ubiquitous print catalogue as though it were the latest piece of Apple consumer technology, to hilarious effect, going viral almost instantly. Giving acknowledgement where it’s due, McClelland says the success of the effort was a credit to BBH having “a great relationship with a great client.” “I remember a year after we started to work with IKEA, we sat down with their big boss and he said, ‘We’ve done some nice stuff but I think we should push harder’,” says McClelland. “That’s music to any creative agency’s ears. Agencies can push as hard as we can, and we certainly do, but we can only get so far. Clients only get the work they deserve and when they allow agencies to do what we do best, you’ll get something amazing.” Fortunately, “amazing” is something everyone at BBH AP is committed to producing, 24/7. “One of the great things about the BBH network is that we put

ourselves under huge creative pressure,” says McClelland. “That’s part of our DNA, but we don’t judge it necessarily by awards won. We regularly share the work amongst office, when it’s being done, not after it’s won an award. We judge it by whether we get excited over the work. Clients are more aware of awards but we find that they come to us because of the work, not just because it won something.

‘BookBook’ is a great example; The 16 million people who watched it, liked it, shared it. People talk about it and share it because they dig it, not because some old guys like me in a room deemed it worthy of something shiny.” Equally (and justifiably) proud of his teams’ amazing works, Hadfield, on being asked, dispels the notion that his agency’s freedom to experiment stems from the Singapore market being not only smaller, but more sophisticated than the majority of its Asian neighbours. “As in all markets,” he tells adobo, “Some clients are more sophisticated, some lag. We’re lucky that we attract those that want something different, something that has the chance of being better, not something that has the best chance at being the same as before.” Spoken like a true black sheep.

CAMPAIGN: ‘Vorsprung durch Technik’ CLIENT: AUDI The legendary Audi tagline (which translates to ‘advancement through technology’) was instituted worldwide by BBH founding partner Sir John Hegarty following a 1982 visit to an Audi manufacturing plant. Seeing the words on a poster in the factory, it hit upon the ad man to embrace his client’s inherent “Germanness” in order to sell it to the world. Thus, a tagline and, by extension, a corporate identity (to say nothing of this ad’s impenetrable German copy) was born.

July - August 2015 | adobo magazine

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THE SPEED OF LOUD

A tale of how Loudbox Studios became more popular than its founders faster than the speed of sound.

words IRMA MUTUC | interview ANGEL GUERRERO | photos RICARDO MALIT and TABITHA FERNAN

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e take creative license referring to the speed of sound, but Loudbox Studios’ popularity with clients and award-giving bodies has empirical evidence in terms of spreadsheets and metal hardware. A quick and dirty poll will also prove that its founders may indeed have their own fandom. Let’s start with Allan Feliciano (a.k.a. The Gifted Child) who could possibly be the most prolific composer/ arranger in the advertising industry in the last 15 years, having created 5,500 jingles and musical scores, and still counting. Manuel Legarda is a guitarist and founder of Manila’s longest-running hard rock band, Wolfgang. Sach Castillo is also a adobo magazine | July - August 2015

composer and guitarist for Sound, an alternative music cult group. Edsel Tolentino, who, unknown to most of his colleagues is trained in classical guitar and was a student in the U.P. College of Music before he metamorphosed into an award-winning advertising creative director. And of course, enduring rock star Rico Blanco of Rivermaya. Loudbox claims music is their DNA. Who can argue? Lift your head. Baby, don’t be scared of the things that could go wrong along the way. You’ll get by with a smile. You can’t win at everything but you can try. Too doo doo doo. Too doo doo wooooh.

The studio wasn’t so lucky in their first year. It was 2010, they had nine people and barely an inch over 200 square meters of studio and office space and they operated at a loss. Instead of hanging their heads in shame, they brushed their disappointments aside and worked hard to turn the business around in their second year. Partners Edsel and Manuel admit, “We’ve gone through growing pains. We did have our differences but we managed to get over it and align.” Both of them also credit Allan for truly being gifted, as Manuel admits, “He is really the brains and driving force behind the vision of Loudbox. He has a way of seeing things beyond the horizon. I think that’s a big factor for our

Loudbox Partners (L-R) Allan Feliciano, Manuel Legarda, Edsel Tolentino and Sach Castillo (not in photo, Rico Blanco)

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LOUDBOX STUDIOS

Loudbox’s lounge is big enough to work in or have meetings

Inside a glass table

success.” Edsel chimes in, “He’s a force. I can’t give him enough credit for what he’s done to steer this business. Producers naturally gravitated to Allan because like what we said, he’s a ‘gifted child’.” Like yin and yang, day and night, fish and water, we can’t be without each other. Air and life, man and wife, foot and step, near and far, where I am, you are. Edsel however, also credits the team’s ability to collaborate as a huge factor in their success, “There’s a level of trust that we try to foster in our culture so that it helps the people who work here. So we don’t work in silence. We’re

very free to pick each other’s brains. Musicians, engineers, it’s that kind of culture. Also related to that, we try to manage each other’s egos… because if you need to collaborate you have to be ego-less about it.” Manuel points out that they take care of their people, “We try to give them the right tools to work with. We try to get the latest software, the latest samples. We’re pretty up to date with the technology and that gives everyone all the tools that they could possibly need. The only thing that would limit them was the utility. So sky is the limit. I think we’re at the forefront of what’s available technologically and everybody’s constantly learning how to use tools. I won’t name any

names. I think there are places that are still a little behind.” Edsel is quick to add that they also believe that it’s the musicians and engineers behind the computers that matter, “We seek, attract and hire the most accomplished talents.” Allan agrees, “We try to invite people who are more talented than us but couldn’t get their break in the industry.” In addition, the partners are also proud of the support of their GM, Neneng Arceo, and their staff’s exceptional service including Ate Rose, whom they claim, “serves the best brewed coffee this side of Manila’s audio row.” To learn best-in-class technical courses on Pro Tools and Logic, Loudbox engineers and musicians

Lyrics from Nescafé Cappuccino TVC jingle arranged by IJ Garcia and Allan Feliciano of Loudbox Lyrics from Sky TVC jingle arranged by IJ Garcia and Allan Feliciano

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The newest composers of Loudbox Studios, Lougee Basabas and Justin Garcia collaborating on a new jingle

take tuition from no less than New York University. Engineers even get supplemental tuition for audio production from Oxford’s School of Audio Engineering to stay updated. Thank you for the break of day, my favorite song, for lighting my way, the world I belong. But most of all, thank you for the gift of today. I’ve got a brand new day. And to that I say, hooray for today. Six years in operation, and Loudbox Studios’ roster has grown to 38 employees, almost 500 square meters of studio and office space, with seven postproduction rooms. They have seven composers, seven arrangers and seven audio engineers. They have gone from zero to the top three list of advertising agencies’ most-favored audio production studios. Their client list includes the country’s top agencies with very discriminating and competitive creative audiophiles. Their metal list includes Cannes Lions, Spikes Asia, Philippine Ad Congress, Creative Guild, and Kidlat Awards where this year, they were the adobo magazine | July - August 2015

The musicians’ tools of the trade.

most awarded audio production house. That’s not counting the recognition that Loudbox’s composers get from the PhilPop, the annual nationwide songwriting contest where they almost always are finalists or big winners. We go together like lamalama a ding i da ding a dang. Together forever like shuwap shuwariwari ippity boom je boom, sheng sheng shengini sheng sheba. That’s the way it should beeeeeeeh.

Edsel offers a clue to their success, “The team is young and driven and true to Loudbox’s music DNA, we all strive to work in harmony. Invariably, clients comment that apart from the value we add and the superior end-to-end customer experience, they love the fun atmosphere that permeates our studios.” The partners sum up their secret in two words, “Magaling kami (we’re good).” Amen, amen, amen.

Lyrics from the McDonald’s “Hooray for Today” TVC jingle which won a 2015 Kidlat Silver Craft Award for Best Use of Music in Film for Loudbox.

Lyrics from McDonald’s “All Star’ TVC Jingle

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Trendwatching 168 Social media and the presidentiables 170 Make way for the plurals

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THE ROAD to malacanan is paved with data WORDS

CYNTHIA DAYCO, Head of MEC Interaction

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Sentiment

Engagement

Reach

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Binay

Duterte

Poe

Roxas

Santiago

T H E P R E S I D E N T I A B L E S â&#x20AC;&#x2122; S T R E N G T H S A N D W E A K N E S S E S AT A G L A N C E ( M AY 2 0 1 5 ) HIVE is a scorecard system proprietary to GroupM that highlights the strengths and weaknesses of brands, GroupM clients, here, it presents a singular point of view on five presidentiables.

adobo magazine | July - August 2015

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The head of the controversial Binay family dominates online conversation and the airwaves. However he needs to engage his supporters on Facebook and regain positive sentiment, otherwise he may slip in the presidential polls.

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The Man from Davaoâ&#x20AC;&#x2122;s tough stance on crime wins him the love of his Facebook followers and a high share of online conversation. If he can do the same in traditional media, he can be a solid contender.

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Because she has the respect of Filipinos on social media, she is now the frontrunner in the opinion polls. But until she decides to run, she doesnâ&#x20AC;&#x2122;t have much else going for her.

The senator may have had the attention of online Filipinos, but by May, his gains eroded in almost all fronts. If he plans to run, he has his work cut out.

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The feisty and funny senator does not feature much in online conversation and during commercial breaks, but when Filipinos talk about her online, they hold her in the highest esteem. R

INTELLIGENCE

July - August 2015 | adobo magazine

TRENDWATCHING

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MAKE WAY FOR THE PLURALS The power of children connected on multiple platforms. Courtesy of TURNER BROADCASTING SYSTEM

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obile and internet usage may be increasingly pervasive among Filipino kids, but a recent study shows that TV continues to be a dominant and influential platform, even bringing families closer together through co-viewing. Turner Broadcasting System, the company behind kids’ channels such as Cartoon Network, Toonami and Boomerang recently released the findings of New Generations 2015, a study that analyzes the habits and preferences of today’s connected Filipino kids. Surveying over 500 child-parent pairs from affluent households in the Mega Manila area, the research illustrates a highly connected set. Of those surveyed, 1 out of 2 kids, ages 4-14 years old, own a mobile phone, with 91% of households owning a smart phone. The results also exhibit high social media usage among kids (86%). Of regular social media users, 92% have their own personal account. Even with the digital uptrend, TV remains to be the most frequented platform, with 94% of respondents having tuned in on the month surveyed. Online usage follows closely behind at 93%. While kids turned to their friends first to find out about trends and current events (45%), TV is the top media choice for information (44%). Trailing closely behind are digital sources (43%) and their parents (34%). Family co-viewing and time spent bonding in front of the TV is also on the rise as 7 out of 10

kids watched TV with their mom and/or dad in the last week. A majority of the kids (75%) reported to have watched cartoons with their parents. Also prevalent were movies (64%) and comedies (61%). The study also indicated that TV has a key presence in the kids’ digital lifestyle. Consuming an average of 30 minutes of online video a day, respondents watched episodes of their favorite TV series and music videos. TV shows and music are also the two most shared types of content among kids. Apps are also increasingly popular, with kids accessing as much as 5 apps per month. Sixty percent of parents admitted to downloading apps specifically for their kids. Chief among these apps are Facebook, YouTube and popular game Candy Crush. “Filipino kids are finding new ways to enjoy and share their favorite shows with others. Interestingly, these devices are used to complement the TV viewing experience,” says David Webb, Director of Research and Planning at Turner International Asia Pacific.

Aside from apps, children are also into sequel movies and trends like loom bands, K-Pop and One Direction. The study also shows that boys’ favor local celebrity Daniel Padilla while the girls love Marian Rivera. adobo magazine | July - August 2015

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Mad About Awards 172 A salute to creative rockstars Fashion 174 13 Lucky Monkey APP Review 175 Aids Tecson shares his favorite apps TV Review 176 Mad Men Book Review 178 Rules of the New Age: Digital Playground 180 adobo out & about 180 krokis

July - August 2015 | adobo magazine

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WORK HARD, PARTY HARDER The industry celebrates a year of hardwork as adobo magazine reveals the adobo creative rankings 2014

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a ckst o R tive a e r to C e t u l A Sa

adobo magazine | July - August 2015

t was a rare sight on a Wednesday night. Creatives, marketers, and advertisers clad in their “rockstar” outfits chatting over beer and pizza instead of pulling an all-nighter to finish (or in the case of clients, review) a pitch. But it was, indeed, their night as adobo magazine revealed the names of the creative rockstars that made their way to the adobo Creative Rankings 2014. Every year, adobo measures the creative firepower of advertising agencies, their talent and key supplier categories in the Philippines. adobo worked closely with Isla Lipana & Co./PwC Philippines (PwC) for the auditing and tabulation to ensure that the process of compiling an index of creative talent behind the country’s

best marketing communications work is both fair and transparent. The rankings were solely performance-based, tracking the achievements of advertising agencies, creatives, directors and production houses across 11 of the most important local, regional and global advertising awards shows in 2014: Cannes Lions, D&AD, Clio, One Show, London International Awards, New York Festival, AdFest, Spikes Asia, Kidlat Awards, Araw Values Awards and Boomerang Awards. With Lion wins, LIA, Clio Awards (and a lot more) in tow for the number one campaign, ‘SM Eco Bags’, Lowe Philippines easily secured several top spots in the adobo Creative Rankings including the number one agency

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spot and the number one Executive Creative Director, Leigh Reyes (Lowe PH’s President and Chief Creative Officer) respectively. Team Lowe also dominated the top spots for the creative director, art director, account manager, print producer, and digital creative/ digital imaging categories. Coming in close, second-placer TBWA\Santiago Mangada Puno was awarded the following categories: Chief Creative Officer Melvin Mangada was given the number two executive creative director spot. Notable among TBWA\SMP’s campaigns was the ‘Koi Fish Feed’ for Ayala Land Inc., which won in various international awards shows such as New York Festivals, Clio, One Show, and AdFest. Not far behind was last year’s

topnotcher: Ace Saatchi & Saatchi Manila taking the number three spot along with Executive Creative Director Andrew Petch. The points mostly came from the agency’s award-winning campaigns: Pampers ‘ZZZ Radio’ and Cebuana Lhuillier’s ‘Family Remeet’. Meanwhile, Filmex, Hit Productions, Inc. and Optima Digital Inc. scooped the number one spots for Production House, Sound Production House and Post-Production House categories respectively. Mad About Awards was presented by adobo magazine in cooperation with PLDT, Power Mac Center, CineFilipino 2015, Palladium,Executive Decisions, Yellow Cab Pizza and Don Papa Rum.

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The combined teams of Lowe and SM celebrate the big wins of the night Creative Rankings trophies Palladium Club - Home of Mad About Awards for the second year 4. Thrilled to be the first recipients of adobo magazine’s Design issue 5. Last year’s list toppers for Marketer and ECD - PLDT’s Gary Dujali and Ace Saatchi’s Andrew Petch present the award to SM Prime Holdings represented by Lowe’s Mylene Rayala 6. (L-R) Ogilvy’s Randy Aquino, BBDO’s Fran Gonzales, Ace Saatchi’s Edg Samson, and BBDO’s Ombet Traspe 7. Revolver’s Luis Morelos (third from right) with Team Revolver, joined by 88storey’s Sid Maderazo (far left) 8. Cinefilipino’s lead organizers- TV5’s Melvin Nubla and Unitel’s Madonna Tarrayo with adobo’s Janelle Squires 9. (L-R) McCann’s Joe Dy, Dentsu’s Rachel Villanueva and Gary Amante 10. Nestlé’s Paolo Mercado with adobo’s Angel Guerrero and Ogilvy’s Randy Aquino 11. Industry band Halik ni Gringo performs at the awards. July - August 2015 | adobo magazine

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FASHION

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LUCK OF THE MONKEY In his spare time, a creative director at Leo Burnett designs unique jewelry that has beauty within its supposed imperfections. words ANNA GAMBOA | photos DANTE DIZON and BLACKSHEEP MANILA

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hey’re not run-of-the-mill skull rings you can pick up at a flea market. “We want our clients to wear them forever, we want their grandkids to fight over the rings when they pass,” says Dante Dizon, a creative director at Leo Burnett who with Noli Coronado are the forces behind 13 Lucky Monkey, an enterprise born from the duo’s love for one-of-a kind biker jewelry. Dizon, who has worn skull rings since his teens, even used one at his wedding when someone forgot the rings for the bride and groom. Coronado, a sculptor and fellow motorcycle aficionado, would critique the jewelry Dante bought, pointing out aspects which could be improved. Whenever possible, they’d sketch out designs, sculpt them in jeweler’s wax, and then have a silversmith cast the piece before they work out its final look—and imperfections are part of the 13 Lucky Monkey aesthetic. Dizon professes: “I’m a fan of the wabi-sabi aesthetic, there is beauty in imperfection. There are fortunate accidents. They give character, they give the piece life.” It takes a little over a month to complete a piece from the initial sketch to the final item, although some wearing or testing takes place—and some pieces can take

adobo magazine | July - August 2015

months to a year to complete. “The true test is when it is cast, the ring has to weigh well so the owner wears it often. There is a balance the right heft and feel to it.” Among Dizon’s favorite creations, there is ‘Catherine’ named after his wife, and is the duo’s first skull ring. “The raw aesthetic is there, it spawned our whole line of rings,” he explains. Another favorite: the Cathedral ring—also called ‘Esmeralda’—which marries architecture with 13 Lucky Monkey’s raw aesthetic, featuring cathedral windows, steps, two saints, two angels and a gargoyle in the back for balance. Taking a year to finish, ‘Luna’ is a wolf-inspired ring that reminds Dante of the song Of Wolf and Man. Eighteen snakes are featured in ‘Medusa’—a ring made for New York DJ Diesel Boy, while a Jason Montinola painting inspired a ring featuring flowers in the skull’s mouth— which in turn inspired another Montinola painting about the ring. “Most of the custom [orders] really fly, because our clients really want something that is just for them,” Dizon explains, adding that the best compliment the duo ever received about their work was: “Hey guys, we have nine more fingers to fill.”

APP REVIEW

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FANDROID LOVE Underground Logic’s AIDS TECSON talks about the apps that keep him busy and moving.

What Android device do you currently use? Samsung Galaxy S5 with wireless charging option. Currently happy with this model, no itch to get the Galaxy S6 yet. You’ve mentioned that the appeal of an Android device is its access to free content. Does it still hold true today? It’s not so much as free content, but the freedom to do whatever you want with your content. And yes it still holds true today. Transferring music, videos, data, and sharing them is so much easier. Which three social media apps do you use most often now? The usual: Facebook, Instagram, and Twitter. What five games on your device are your current favorites? I used to play Words with Friends a lot, but I’ve stopped playing games on my phone. Social media is enough of a time waster. Haha.

your required calories per day, depending on your weight loss/ gain goal. You may also input your exercise regimen and it syncs with other popular fitness apps such as Runtastic, Endomondo, etc. This app has helped me lose and keep my weight in check. MyWOD is an app that is designed for Crossfit athletes. It’s basically a diary for your WODs(Workout of the Day) and lifting scores. Samsung’s S Health I use mostly as a pedometer and heart rate monitor. It syncs with my Samsung Galaxy Gear 2, and alerts me when I have reached the 10,000 step per day goal. I love to cook, so for recipes, I like using the Pepperplate app. It’s a cloud based app that syncs your favorite recipes between all your devices. It supports many of the top foodie sites such as Food Network, New York Times, Epicurious, etc, and allows you to automatically import their recipes just by adding the link.

What are your favorite Android photography apps? I use several post processing apps, mainly Snapseed, Perfectly Clear (for portraits), and Adobe Photoshop Express. They have different purposes depending on what kind of post processing I need to do

illustration

Any other apps you care to recommend? For sports and health, there are three main apps that I use: MyFitnessPal calculates

It’s such a hassle to scan documents with a traditional scanner, so the Camscanner app really is handy. You can take a photo of the document that you need scanned and it automatically adjusts parameters such as brightness, sharpness, color temperature, and converts your photo to a PDF or JPEG, ready to email as a digital document. Genius! Spotify for music, of course. Every so often, I like to empty my text messages, so I rely on SMS Backup+. What this app does is it backs up all your SMS to a gmail account of your choice. You can then search and review old SMS via your gmail. Waze and Google Maps for GPS and directions.

Jeff Oliva

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TV REVIEW

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END OF AN ERA

Jason Inocencio is a geek who can be found hosting or playing at various trivia/quiz nights around the city.

Fans bid goodbye to Mad Men and its flawed but relatable characters. words JASON INOCENCIO

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hen Don Draper closed his eyes to meditate and it transitioned into the iconic “Hilltop” ad of Coca-Cola from 1971, it closed the door to arguably one of the greatest television shows of all time. This was how executive producer Matthew Weiner’s Mad Men chose to end after seven seasons, featuring an ad that remains popular in the age of YouTube as when it first aired. Mad Men made stars out of Jon Hamm as Draper, Elisabeth Moss (as secretary turned copywriter Peggy Olson), January Jones (as Don’s perfect Stepford wife Betty), Jon Slattery (as smarmy yet endearing veteran ad man Roger Sterling), Christina Hendricks (as sassy office manager Joan Holloway), and Vincent Kartheiser (as ambitious account executive Pete Campbell). It also allowed audiences to look back with fondness at a bygone age. For many who were yet to be born in the 1960s, we were able to witness such things as the moon landing, the Kennedy assassination, adobo magazine | July - August 2015

the Beatnik movement, etc. through the eyes of well-dressed men and women on Madison Avenue where the show got its name. Draper was a hero with many flaws: his very shady childhood, his cowardice in the Korean War, and his perpetual need to cheat on any woman he was with. Along with Tony Soprano and Walter White, Draper represented the difficult man we couldn’t help but cheer even as he self-destructed and left his responsibilities behind in New York. It’s been argued that the real star of the show was Moss, as the show began with her first day as Draper’s new secretary in the fictional Sterling-Cooper offices. In the course of the show’s run, Peggy would go through several relationships while also asserting her personality and becoming a sought-after creative director. Though she never had an affair with Don, their interactions often proved to be the most engaging as she became a sounding board for the insecure Draper. Peggy’s surprising

happy ending could be viewed as fan service but also deserving of someone who had been through so much. The last few episodes of Mad Men often felt like a farewell tour for characters fans had become attached to. Roger, Joan, Pete, Betty, and Peggy each had their turn in the spotlight in individual episodes as their stories wound down, yet they all still appeared in the series finale. Betty’s ending was clearly the saddest as she faced the specter of death, but with daughter Sally and second husband Henry supporting her, she finds the courage to meet the challenge. Returning to that ending though, as Don had fled the chaos of city life to drive all the way to the West Coast, there was hope that he would finally find peace. In the midst of a retreat and meditation, the half-smile that flashes across his face could only be interpreted as the spark of inspiration. For Mad Men to end with that Coke ad only cements Don’s need to be creative and to return to the advertising world where he was truly home.

It isn’t easy saying goodbye: Mad Men ends its final season by tying loose ends and hinting at a future.

BOOK REVIEW

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RULES OF THE NEW AGE:

Carmela Lapeña is the former digital editor of adobomagazine.com. She’s pursuing her vocation as a teacher and is a baking whiz in her spare time.

DIGITAL PLAYGROUND In his guide to the new age, digital marketing guru THOMAS HONGTACK KIM says the challenge for marketers is to create a playground – and not just any playground, but one that will make consumers like “children eagerly waiting for recess.” words CARMELA LAPEŇA

igital Playground is all about navigating through the clutter of content in order to win the hearts of consumers. While the goal isn’t new, the rules have certainly changed for marketers. Kim repeats this message often: The old days of advertising are over. While some may say that it’s too early for a guide to an age that is continuously evolving, Kim looks at the formative years for answers. The book covers milestones in digital marketing, from 2003 to 2013 – what Kim refers to as the “Digital Decade”. Divided in two parts, the first half of the book focuses on ten key concepts that Kim believes define the new ecosystem of digital communication, while the second features ten noteworthy campaigns. While this guide doesn’t need to be read from cover to cover, it’s not difficult to do so. Even those outside the marketing or creative industry can easily appreciate the book, which is rich with examples and insight. Despite its digital topic, the book’s design also contributes to a pleasant reading experience. It’s quite lovely to leaf through, with smooth paper and cleanly laid out pages, making it easy to read, whether it’s one of the many case studies that are included in the book, or one of the concept summaries which contains practical applications for the reader to try.

viral While the old days are over, not all rules have been replaced, and Kim shows how these still apply in digital marketing, explaining terms such as ambient, stealth, and co-creation. Digital Playground takes the reader through stories from around the world to show how much has been done – and how much can still be done. More than just a map of what’s been discovered in the digital age, it provokes thought about what else is out there. The book is a valuable guide for those in the business, and for readers who may have just stumbled upon it, it’s also a story of people and how this new age has (or hasn’t) changed us. Connection and authenticity are recurring themes, and it’s reassuring to see how the increasing dependence on technology doesn’t necessarily point toward isolation. To end, Kim lists his ten hottest campaigns in the digital decade, beginning with BMW Films and ending with ‘Dumb Ways to Die.’ Kim then encourages the reader to come up with their own top ten – an exercise that would probably be more rewarding after getting acquainted with the ten key concepts. Digital Playground is an informative read, but more importantly, it’s fun, and not just for marketers.

Playgroun Since innovation is not any change but a revolutionary one, the word carries more weight and should thus not be bandied about excessively, just used reservedly. - THOMAS HONGTACK KIM

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collaboration

Ambie

nt Med

innovation

adobo magazine | July - August 2015

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2 1. adoboâ&#x20AC;&#x2122;s Editor-in-Chief Angel Guerrero with Josy Paul at Cannes Lions 2015. 2. Our associate editor discovers a long-lost relative 3. Ricardo Malit discovering heâ&#x20AC;&#x2122;s shooting a living legend 4. Editorial coordinator Rea Gierran and family pose with Fighter the friendly eagle from the Philippine Eagle Center at Davao City 5. Senior Editor, Irma Mutuc, doing her advanced anti-gravity yoga pose

adobo magazine | July - August 2015

6. Account Manager Nicole Songco enjoys the beach with her niece at Honda Bay, Palawan