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ISSUE 60 NOVEMBER-DECEMBER 2015 Philippines Indonesia Malaysia Singapore Hong Kong Thailand

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DOING GOOD Value is now more than just a subjective thing to be weighed, evaluating the intrinsic, positive impact of actions, things and people. We take a better look at 2015 and celebrate those who made a difference, made others feel better, paid it forward, or just did well.

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Per DTI-FTEB SPD No. 14289 Series of 2015 *Promo until November 30 only.

ASC Ref No. P044P101215P

I S S U E

60 N OV- D E C

2015

THE ART OF DOING GOOD

omeone once said that doing good is what life is really all about. You then realize it’s better to find your purpose and be true to it. Hence, our theme for this issue is “doing good” whether it’s making your mark, making a difference in the lives of your loved ones and colleagues--or even your fellow man. Thus, we celebrate the end of 2015 by taking note of ideas and the people who have contributed them, making life better in their own way. We polled several regional heads and creatives about what made the year memorable or a bust, and they gave their unfettered opinions about the year that was, and in some cases made fearless forecasts for 2016. And we salute the newsmakers as well as those who changed the game for many. From the brave producers of Artikulo Uno’s Heneral Luna, to the internet-rocking #AlDub phenomenon, as well as the standouts that compelled us to create our own Top Ten list of controversies or industry buzz that made the year unforgettable. For this issue, we’ve been lucky to have Rey Tiempo of Dentsu as our guest Visual Director. It

was he who brought a different dimension to our cover art by tapping Gabie Osorio of Lowe, who in turn crafted something quirky and meaningful with soft sculptures--which will soon be auctioned off to benefit a children’s charity--showing how the gears of good go to work in our lives. The value of doing good without an agenda is recognized in social marketing as a way to establish trust and loyalty, spurring the consumer to take social action, patronize a brand, or both. In short--borrowing from Erick Rosa’s presentation at the adobo Tambuli Asia Pacific Conference some months ago--doing good can actually do you good. Thanks to everyone for a wonderful 2015. We wish our readers and their families a wonderful Christmas and New Year, while looking forward to adobo’s tenth anniversary in 2016.

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

Staffb x

Management President & Editor-In-Chief ANGEL V. GUERRERO

Art Creative Director VICTOR GARCIA

Sales & Marketing Director of Sales CHRIS TAN

Finance & Admin Finance Consultant ELLEN MACANAS

Vice President and Chief Operating Officer JANELLE BARRETTO SQUIRES

Multimedia Artist DEMPSON MAYUGA

Account Managers NICOLE SONGCO CAT RAYMUNDO

Finance Officer ELSA GALAMGAM

Editorial Senior Editor IRMA MUTUC Associate Editor ANNA GAMBOA Multimedia Content Editor OLIVER BAYANI

Graphic Artist JULIAN VINZON Digital Artist IAN HANDOG

Liaison Officers MICHAEL BARCELON ALAN AGCAOILI

Events Manager ROCKIE RAQUEﾃ前 Sponsorship Sales Consultant PIE YAP Marketing and Events Coordinator JOCHE GUERRERO Business Development and Circulation Officer EMMANUEL DOMINGO

Senior Multimedia Journalist MARJ CASAL Editorial Coordinator & Writer REA GIERRAN

Telephone +63 2.845.0218 / +63 2.886.5351

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

Guest Visual Director Rey Tiempo EXECUTIVE CREATIVE DIRECTOR, DENTSU

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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. ﾂｩ 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.

ABOUT THE COVER THE GEARS OF GOOD GO ROUND AND ROUND Before joining the world of advertising, Gabie Osorio was already into crafting as a lead dollmaker in Manikako and soft sculpture artist. Currently an art director at Lowe Philippines. Osorio got crafting when she got the call from Rey Tiempo of Dentsu about making the cover art for adobo’s NovemberDecember issue. When she heard that the theme was about “doing good” --the ideas behind her piece revolved around how good is “patched together”. The gears symbolize how everyone is a part of this positive process, contributing in small or big ways, and connected in ways we can or cannot see. Using upcycled materials and soft sculptures, Osorio used stitch-work to bring out the softness of the piece in contrast to the edges made by the cogs. Belts connect the cogs, as if making the “goodness gears” running. And the name of the little antlered creature in her composition? It’s “Geer”.

Cover Art Gabie Osorio Art Director Lowe Philippines Photography Mike Fallarme

ntribut rs

Jamie Tolentino Columnist

Dan Harvey Photographer Wesley Villarica Photographer

Kai Huang Photographer

Mark Tungate Columnist Carlo Ople Columnist

Matt Sutton Columnist

Rocelle Aragon Writer Monchito Nocon Writer

Mike Palacios Writer

Amanda Lago Writer Charm Cabredo Writer

Paolo Herras Writer

Mikhail Lecaros Writer

Julius Sebastian Illustrator Jc Pe単aflorida Illustrator

Brent Sabas Illustrator Mawee Borromeo Illustrator

Ran Carmona Illustrator

Patricia Beatrix Villanueva Illustrator

Elly Ang Craft artist

TRINOMA GLORIETTA SM MEGAMALL RESORTS WORLD MANILA

FESTIVAL 2015 Opening Night November 8

Festival Proper November 9-17

ADVERTORIAL

The Comeback

Dahling Nick

Baka Siguro Yata

Miss Bulalacao

Hamog

REVELING IN DIVERSITY Why the Cinema One Originals Film Fest was a recent triumph. With nine films on show produced just for the festival, the Cinema One Originals 2015 Film Festival was successfully screened to audiences at TriNoma, Glorietta, SM Megamall, and Resorts World Manila. Asking the question “Kakaiba Ka Ba?” the diverse fare delighted cineastes desiring something different from the usual commercial fare in movie theaters. The festival kicked off by showing Erik Matti’s masterful direction in “Honor Thy Father” featuring Michiko Yamamoto’s brand of juxtaposed delicate and brutal scenery and language, eloquent and ironic production design and cinematography, as well as the acting prowess of several silver-screen personalities, headlined by John Lloyd Cruz. In Joel Ferrer’s “Baka, Siguro Yata”, love as perceived or experienced by different generations is portrayed by different sets of actors. Dino Pastrano and Bangs Garcia, and Ricky Davao and Cherie Gil pair up to be a part in this tale of the distances between generations and how love is seen from these varying lenses. Ricky Davao also stars in a different Cinema One film in the same festival--Bor Ocampo’s story of loyalty and family set in Central Luzon, “Dayang Asu”. The slightly off-kilter story “Miss Bulalacao” stars Russ Ligtas as a drag queen experiencing what might possibly be an immaculate conception. Also starring Tessie Tomas, this is Ara Chawdhury’s picturesque small-town drama set in a tiny island.

Child star Zaijan Jaranilla joins a cast of similarly gifted young actors as they flesh out the gripping story of four children trying to get by on the streets (and its terrors) in Ralston Jover’s “Hamog”. Equally thrilling, “Bukod Kang Pinagpala” by Sheron Dayoc explores what separates religious fanaticism and demonic possession, and the straining of mother-daughter relations—set in the mists of Baguio. Answering the question “is it better to be a has been than a never-was?” Kaye Abad essays a return to the big screen in Ivan Andrew Payawal’s “The Comeback” as a spoilt screen diva coming out of a fall from grace. In contrast, the dark comedy “Manang Biring” by Carl Joseph Papa, features the touching tale of a mother’s love, as told through animation. Felix Roco defies convention in Raymond Red’s “Mga Rebeldeng May Kaso,” as part of an idealistic group of youths recovering from the aftermath of the 1986 People Power Revolution. And finally, Sari Dalena ventures into the mind of literary genius Nick Joaquin in “Dahling Nick” as Raymond Bagatsing acts as the narrator while dissecting the stories of the first National Artist for Literature. Essaying various aspects of the Filipino experience, the Cinema One Originals 2015 Festival showed off Pinoy celluloid ingenuity and showed how indie sensibilities with commercial know-how can successfully combine for a good run at the theaters.

For more information on Cinema One Originals’ films and screenings, please log on to www.facebook.com/CinemaOneOriginals/

Dayang Asu

Manang Biring

Mga Rebeldeng May Kaso

Bukod Kang Pinagpala

November – December 2015 TABLE OF CONTENTS PEOPLE Profile 142 Suthisak Sucharittanonta, BBDO Bangkok 146 Gem Misa, Filipina Entrepreneur 150 Marcus Rebeschini, Y&R 154 Manny Ayala, Technopreneur Creative Corner 158 Ichay Bulaong In the bag 160 Quark Henares, iFlix Sidedish 162 Nikki Benitez, Coca-Cola Far East LTD. Getting to know 164 Peter Bithos, HOOQ

UPFRONT DIGITAL Opinion 18 Jamie Tolentino 20 Carlo Ople 22 Matt Sutton 24 Monchito Nocon Digital Gallery 26 The Boomerangs 29 YouTube Ads Leaderboard Digital Gallery 32 Buzzing with Social Media Activity 34 Ten Brilliant Social Media Campaigns from 2015 Snapshots 38 #IMMAP 2015 40 adobo Masterclass: The Best of Global Digital Marketing 42 Brand New Media THE WORK Deconstructing Creativity 44 BDO ‘Pulse’ Opinion 46 Mark Tungate Bang for the Buck 48 Travel Yourself Interesting adobo Exhibit 50 Virgin Group and AKQA Architecture 52 Butterfly Houses Trends 54 Diwata Yoga Mats 56 Filip + Inna Craft 58 PET bottles 60 Papemelroti Spotlight 62 Goodstein’s Sewing Moms 64 Seven A.D. Raw 66 Doing Good Creative Review 70 Wain Choi and Donnah Alcoseba Then and now 74 Pinoy Komiks adobo Main Course 76 Christel Quek Festival coverage 79 Spikes 2015 106 Clio 2015 108 Tinta 2015

THE FIRM Feature 166 Bullet Manila 170 EchoStore Shoptalk 175 iFlix INTELLIGENCE 178 The Algorithm of Attraction 180 Ten Industry Wide Transformations

111

THE YEAR OF DOING GOOD

112 Poll Regional Agency Heads and Creatives 120 Teachers Giving Back 124 Industry Buzz 126 Agency Hangouts 128 Top Campaigns (Local and International) 130 Media And Advertising Personalities

(Local and Regional)

CENTERFOLD

TRENDSPOTTING

138

140

Joey Tiempo, TBWA/DAN

Baddies Outside, Good Guys Inside

DOWNTIME Watering Hole 184 Goto Monster Feature 186 Prism Gallery 188 Jake de Guzman/ Green Living App Review 189 Apps for Good Event 192 adobo Campus Tour Movie Review 194 Heneral Luna Book reviews 196 Halina Filipina 198 Kwentaxi Event 200 Festival of Ideas Gadget Review 202 Samsung Note 5 Feature 203 Php 12M for Your Thoughts 204 adobo out & about

Mama, I just killed a man

UPFRONT AlDub from Eat Bulaga’s “Kalyeserye” first appeared on TV only four months ago. A story of young love set in the relatable backstreets of Manila, it became a national hit. But in that short amount of time, what was allegedly started by chance became a global multimedia perfect storm. AlDub refers to Alden Richards and Yaya Dub, whose real name is Maine Mendoza. “Dub”is actually a reference to how they communicated solely through the Dubsmash mobile app for most of the show dubbing audio samples of popular songs and movies. The BBC calls it a “social media phenomenon, for the way they captivated the audience sweeping all ages”. Indeed, the pabebe wave has turned into a tsunami.

16 JULY An accident Admits Jenny Ferre, the creative head of GMA-7’s popular noontime show Eat Bulaga.

AUGUST 2015 (AUGUST 22)

800,000 tweets (AUGUST 22)

250,000 tweets

Then the most-tweeted topic on the Philippine Twitterverse with 6 million tweets. Arguably the first hashtag that got notable press coverage for beating the 3.3 million tweets about the Papal visit, the previous record holder.

adobo magazine | September - October 2015

UPFRONT

SEPTEMBER

2015 The big three

Outdid the Super Bowl XLIX and the Video Music Awards—both of which were the US’ mosttweeted events in the past year, with 25.1 million and 21.4 million tweets, respectively.

OCTOBER 2015 (OCTOBER 3)

5 million tweets

(SEPTEMBER 26)

25.6 million tweets (SEPTEMBER 19)

12.1 million tweets

(SEPTEMBER 12)

6.4 million tweets

Commercials starring AlDub as of October 2015

artwork

JULIAN VINZON

September - October 2015 | adobo magazine

UPFRONT

Top 10 Advertisers Based on Ad Spend July 2015-September 2015

UNILEVER PHILIPPINES, INC. 19,654,693,731

PROCTER & GAMBLE PHILS., INC. 11,100,853,314

NESTLE’ PHILIPPINES, INC. 8,867,532,169

UNITED LABORATORIES, INC. 4,909,506,844

COLGATE-PALMOLIVE PHILIPPINES, INC. 3,094,295,557

adobo magazine | November - December 2015

UPFRONT 15 ACS MANUFACTURING CORP. 2,818,588,231

JOLLIBEE FOODS CORPORATION 2,435,320,767

ABS-CBN BROADCASTING CORPORATION 2,261,673,463

UNIVERSAL ROBINA CORPORATION 2,201,059,102

MONDE NISSIN CORPORATION 2,097,207,135

November - December 2015 | adobo magazine

D I G I T A L

Opinion 18 Jamie Tolentino 20 Carlo Ople 22 Matt Sutton 24 Monchito Nocon Digital Gallery 26 The Boomerangs YouTube Leaderboard 29 YouTube Ads Leaderboard

Digital Gallery 32 Buzzing with Social Media Activity 34 Ten Brilliant Social Media Campaigns from 2015 Snapshots 38 #IMMAP 2015 40 Digital Masterclass 42 Brand New Media

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.

TWITTER HASHTAGS FOR A CAUSE

ashtags are words or phrases preceded by a hash sign (#) which are used as a label or meta tag in social networks or micro blogging services to make it easy for users to find specific themes or content. Whilst hashtags are an essential marketing tool for events, brands and campaigns, they are also used for political, social and charitable themes. Lately, the Twitterverse has taken up a #JusticeFor and #PrayFor hashtag to those who have suffered some form of injustice. With the viral power of Twitter, these hashtags are trending very frequently and can inform the general public of a social cause very quickly. This can be a form of internet activism which can be coined as ‘hashtag activism’. Whilst the users retweeting or using the various hashtags might seem like they are not doing anything

adobo magazine | November - December 2015

practical to help the cause, they are still promoting the cause by attaching their identity in the form of their Twitter handle to it. Also, the sheer number of messages relating to the hashtag will give it a viral effect necessary to reach people who can actually help. Hashtag activism has been criticized as a form of ‘slactivism’, because using the hashtag and tweeting about it makes a person feel good. The person feels that they have contributed to a cause but in reality has expelled minimal personal effort. Whilst some people may think that actions speak louder than words, hashtag activism holds a platform for those who believe in the cause but cannot spare time, money or resources to express their views on the matter publicly. However, it is important to acknowledge certain limitations that this form of activism faces. Firstly,

an issue that is widely tweeted and trending won’t necessarily bring about the change that requires to address the issue. Secondly, concrete action still needs to happen about certain issues offline. Not everything is negative though, as hashtag activism also forms an outlet to disrupt the mainstream narratives about issues regarding marginalised communities and unjust legislation. Furthermore, it can also help foster a generation of understanding, empathy and acceptance. The main thing to realise about the use of hashtags for causes is that it functions alongside traditional methods of activism rather than as a replacement as it helps perpetuate awareness and change to a specific cause. Also, hashtag activism alone is not enough as concrete action is still required to make sure that change is followed through.

OPINION

DIGITAL 20

HOW ALDUB REACHED 25.6M TWEETS FOR #ALDUBEBFORLOVE

lDub, the phenomenal segment of Eat Bulaga, shattered local (and maybe even regional and global) Twitter records as they recorded over 25M tweets for the hashtag #AlDubEBforLove in less than 24 hours. This was truly an unprecedented feat in the history of social media in the Philippines. The big question now on everyone’s mind is how does AlDub keep doing it? There are four critical factors that deliver the tweets and quite possibly even the ratings for the program. #ALDUBNATION: ORGANIZED AND NOT JUST RABID FANDOM

The fans of the show have organized themselves into a massive alliance consisting of various geographies all over the world. There are specific Twitter accounts that are considered leads for cities and countries (for OFWs). These accounts have thousands of followers ranging from 20,000 to 50,000. When a final hashtag is agreed upon, all of these “lead” accounts kick-in and they all work in unison to support the show. On the part of the program, Eat Bulaga effectively harnesses and builds on the momentum by constantly featuring the fan-made content and doing a regular “Tweet Report” live during the show. The #AlDubNation is what every politician should aspire for when it comes to setting up their digital political machinery. Organized anarchy unified by one vision and boiling over with emotion and fervor. As someone who is immersed in digital, politics, and the show, this writer can’t help but call this phenomenon a thing of beauty. THE CAST AND CREW FELL IN LINE TO SUPPORT ALDUB ONLINE AND OFFLINE

During the IMMAP Summit, Jenny Ferre, SVP of TAPE Inc. (which produces Eat Bulaga), shared that more than an accident, AlDub was an experiment. The experiment definitely worked but while a lot of people just see the magic of the leading couple, Alden Richards and Maine Mendoza, it’s how the entire cast and crew of Eat Bulaga fell in line to fully support the show that made the big difference and made it sustainable. From a digital perspective, the supporting celebrities on the show act like “generals” on Twitter. They keep tweeting non-stop during the show, prodding the #AlDubNation to keep pushing and reacting adobo magazine | November - December 2015

Carlo Ople is the Managing Director and Partner of DM9 Digit, the digital advertising arm of DM9 JaymeSyfu. He is also the founder of Unbox.ph, one of the top technology and gadget websites in the country.

DIGITAL

OPINION

21 to what’s happening live on the program. Most notable is Joey De Leon who is one of the most retweeted and favorited Eat Bulaga mainstays on Twitter for AlDub. In fact, during the rise to 25M he was constantly encouraging and thanking the fans until the end of the day. THEY GO WHERE THE VIEWERS ARE

Most networks host all of their videos and materials on either their own website or exclusively on YouTube. Regardless if it was accidental or intentional, the move to upload all of the episodes on Facebook was pure genius. In the age of “Free FB”, this allowed their content to be viewed by more people. Facebook is also probably prioritizing giving more exposure to videos hosted on their site. One look at the uploaded videos on the Facebook page of Eat Bulaga is the proof of the success. The videos have millions of views and hundreds of thousands of likes and shares each. THE KILLER APP? IT’S STILL THEIR CONTENT

Ultimately what powers this engine is the content that the show provides to the viewers. The writers continue to produce episodes that put elements of love, music, humor, and authenticity into a melting pot which after reaching the right temperature, fires rainbows, unicorns, and butterflies all over causing people to #KiligPaMore and to share and tweet. IT’S A WINNING FORMULA FROM ANY ANGLE

In digital parlance, AlDub was able to build the four core pillars of virality: content, relevance, distribution, and availability. They have emotional content that’s rooted in Filipino culture and tradition. They have massive distribution and an ambassador force spread across the world. They have royalty-class digital influencers in the form of their cast and crew. Lastly, their content is masterfully repurposed for social and available on all the platforms that matter. If you are in digital marketing and advertising and haven’t made time time to watch a few episodes, you’re missing out not just on a great show, but walking away from a goldmine of lessons in story-telling in the digital age, Pinoy style. illustration

RAN CARMONA

November - December 2015 | adobo magazine

OPINION

DIGITAL

GETTING OUR FEET WET

illustration

PATRICIA BEATRIX VILLANUEVA

adobo magazine | November - December 2015

Matt Sutton is the Senior VicePresident of Adknowledge and has over 10 years of experience managing businesses across major APAC markets. A dynamic business leader with a cross-platform media background and extensive global contact book, he spent the last 8 years with C-Suite reporting lines where he managed all functions of the business, written and executed on business plans as well as holding full P&L responsibility.

DIGITAL

OPINION

hen I first crashlanded in Southeast Asia eight years ago, the concept of an ‘Ad Network’ – multiple publishers aggregated and organised into one piece of technology – was alien to the market. All inventories were procured on a single site basis, through a sales order, with fixed prices and hidden margins.

Looking down the lens in the future, I expect all inventories to be procured through programmatic technology – including programmatic TV – and impressions being procured across the digital space based on the value to that particular advertiser of that particular campaign at that particular time. So we’ve come a long way right? Well, kind of. Exchange Wire, a global provider of digital data and insights, claimed that 63% of advertisers have little understanding of programmatic advertising. It’s not that agencies and advertisers in the Philippines don’t know how they work but it’s impossible to scale a fully managed or selfserve co-operation without key support functions like account management, ad operations, tech support, strategic media planning, on-boarding, data analysis, etc. The key advantages most multi-channel technologies bring include large-scale efficiency gains, increased ROI, automated optimization, transparency, cross channel analytics, unique targeting features and sophisticated reporting. What Ad Parlor found is that advertisers in local APAC markets are chomping at the bit to buy across the social and video space through one piece of technology but there are often multiple stakeholders and it requires a high-touch point service for a solid co-operation.

Another challenge is that the technologies have caused mass confusion about where everybody sits on the supply chain. At planner/ buyer and marketer level, people often don’t quite understand who is supposed to do what and why, and how they ‘account for it’. On a more macro level, I believe over time it will cause organisations to re-think what value they can and should bring to the market. Agencies have been quick to see how technology is going to change the game for digital advertising, but often slow in understanding how they charge clients for it and whether they should own it, use it, buy it, license it or work with vendors that ‘are it’. What we know is that advertisers want it and that its deployment in campaigns makes digital advertising just work so much better. And most advertisers need to spend more on digital, as that is where their audience is. As an industry we need to focus on getting the right commercial relationship between the end advertiser and all the intermediaries that sit between them and the actual media. If we can’t do that, we fail to add value. Within a five-year period all major advertisers in APAC and the Philippines will spend the lion’s share of their budget on digital, and working with a small number of technology partners that have the publishers and tech stack to meet their needs. I’m looking forward to being part of that journey November - December 2015 | adobo magazine

FEATURE

DIGITAL 24

#RESCUEPH:

illustration

JULIUS SEBASTIAN

KEEPING BAYANIHAN ALIVE IN THE DIGITAL AGE

he unique and potent Filipino character of bayanihan â&#x20AC;&#x201C; that is, the spirit of communal unity and cooperation, the root word being bayan meaning nation

adobo magazine | November - December 2015

or town â&#x20AC;&#x201C; is very much alive and well, even in a world where cynicism and pessimism seemingly pervades our daily existence. And while indeed the times have changed, we have the advent

of technology to thank for transporting this time-honored manifestation of volunteerism to this age of social media, virality, retweets, reposts, likes, shares and hashtags.

Monchito Nocon is a Social Media Manager by profession and is one of the co-convenors of #TweetupMNL, a group of netizen volunteers who organize Social Media Day in Philippines. He is also an advocate for the preservation of our cinematic heritage through the Society of Filipino Archivists for Film or SOFIA.

DIGITAL

FEATURE

And never has this inspiring phenomenon been most heartfelt – and made manifest – than during that life altering moment in 2012 when a powerful habagat (southwest monsoon) with typhoon-like intensity struck the Philippines, and the hashtags #RescuePH, #ReliefPH, and #FloodsPH – spearheaded by an intrepid and concerned bunch of netizens— came to the fore. The date was August 2012. The presence of Typhoon Haikui caused the forming of a habagat, resulting in heavy rains, massive flooding, and millions of lives and properties lost across Regions I, III, IV-A, IV-B, XII, and Metro Manila in the Philippines, all of which were placed under a state of calamity. As the harrowing events began unfolding in real time, as the frenzied influx of reports– calls for rescue and assistance— began inundating social media, the need to effectively sort and collate all the incoming information became imperative and essential. Driven by a sense of urgency and coupled with the learnings from when Typhoon Ondoy (Ketsana) ravaged the country in 2009, a team of netizens – led by Ros Juan, Tonyo Cruz, and JP Loh—immediately swung into action. In an article that appeared in the Philippine Daily Inquirer following the aftermath, Ros recounts, “There was a need for all of us to be able to access vital and relevant information. There was so much going on Twitter, all

happening at a rapid panicky rate that we needed to make sense of it.” Immediately, Ros posted on Twitter calling for the need to compile all the info on how to help and how to get help, closing her tweet with the question, “Is there a hashtag?” Somebody had suggested #RescuePH, and no sooner, word spread and it caught on, with all media outlets and the government agencies concerned (such as the NDRRMC and the Presidential Communications Group) coming to a clear consensus in adapting it. Two other hashtags, this time #ReliefPH for those in need of relief operations and #FloodsPH for monitoring flooded areas, were also rolled out and utilized. “The three hashtags attempt to make sense out of the tweets,” shared Tonyo Cruz in the same Inquirer piece. “Look at #ReliefPH if you want to donate or volunteer. Monitor or post using #RescuePH if you need to be saved. Then #FloodsPH for updates on flooded streets.” Once all the hashtags were properly in place, bayanihan then shifted into high gear: over a dozen active netizens of different backgrounds, a number members of #TweetupMNL, stepped up to the plate and volunteered to serve as editors of all the information streaming in, working in organized shifts round the clock. From there, they then realized the need for making all the data coming in available to the public at large.

Websites were immediately launched towards this end: rescuePH.com and reliefPH.com, both of which, it’s worth noting, are still up to this day. Another group of volunteers, this time from Google, offered their programming and mapping skills to the cause. Google maps where one could easily identify the areas that were flooded or the places where calls for rescue were in dire need, the info all crowd sourced via an honesty system, proved to be of invaluable help to rescuers and most especially to distraught friends and kin. By harnessing the sheer power of social media and through the collective desire to help, the group was able to reach out and tap other netizens who had the expertise they needed, kind souls who, heretofore, had not known each other personally. And while one hopes that another disaster of large proportions will not hit us again especially after Typhoon Yolanda (Haiyan), the effects of climate change and the fact that the Philippines is perennially typhoonprone is a reality that we must contend with and face. But if and when it does happen, we can be sure that the indomitable spirit of the Filipino will shine through, and our kababayans will once again come to the aid of those in need – wholeheartedly and selflessly – technology and hashtag at hand. Without a doubt, bayanihan lives!

By harnessing the sheer power of social media and through the collective desire to help, the group was able to reach out and tap other netizens who had the expertise they needed, kind soul who, heretofore, had not known each other personally.

November - December 2015 | adobo magazine

DIGITAL GALLERY

DIGITAL

THE BOOMERANGS The Boomerangs honors local advertisers and agencies whose campaigns and programs epitomized digital marketing effectiveness.

CREATIVE EXCELLENCE (CAMPAIGN) TITLE: Jasmine AGENCY: Ace Saatchi & Saatchi CLIENT: TV5

Jasmine is a drama series produced by TV5 and Ace Saatchi & Saatchi. Local actress Jasmine Curtis portrays a fictional character of herself, while having a creepy stalker. The series ran for nine episodes.

STRATEGIC EXCELLENCE TITLE: Allergic Ako Sa AGENCY: J. Walter Thompson CLIENT: Benadryl

J. Walter Thompson localizes and uses the word, allergic ako sa to educate unaware allergy sufferers. This music video features a persona named Allergic Alice, who reveals the true causes behind all her allergies. adobo magazine | November - December 2015

DIGITAL

DIGITAL GALLERY

INNOVATIVE EXCELLENCE TITLE: Noli Me Tangere Audiobook AGENCY: BBDO Guerrero CLIENT: Chalcot Audio

BBDO Guerrero partnered with Chalcot Audio to commemorate Noli Me Tangere. An exhibit was organized in the bookshop and art museum using conductive ink to depict portraits of significant characters from the book.

BUSINESS RESULTS EXCELLENCE TITLE: Lucky Drive AGENCY: Leo Burnett CLIENT: McDonald’s

McDonald’s sure knows how to make motorists feel special by giving them a special surprise: The first 100 customers whose vehicles were the lucky color of the day got free treats at McDonald’s drive-thru. November - December 2015 | adobo magazine

DIGITAL GALLERY

DIGITAL 28

DIGITAL MARKETER OF THE YEAR AGENCY: Leo Burnett Manila

Leo Burnett Manila won the inaugural for taking home a total of eight awards – 4 bronzes, 2 silvers, and 1 gold. Aside from the top prize, the agency also won a special award for Business Results Excellence. The gold Boomerang is notably substantial, being the lone gold award in the Campaign Effectiveness category, which has been at the heart of what digital should be for IMMAP.

DIGITAL ADVERTISER OF THE YEAR AGENCY: McDonald’s Philippines

All of Leo Burnett’s Boomerangs were won with its client McDonald’s Philippines, which was consequently hailed as the Boomerangs’ first Digital Advertiser of the Year. The popular fast food chain also won a special award for Outstanding Business Results. adobo magazine | November - December 2015

YOUTUBE LEADERBOARD

YOUTUBE ADS LEADERBOARD Each month, YouTube reveals the ten branded videos released with the past 30 days that received the most views (both paid and unpaid) on the site. September was relatively uneventful, with your usual mix of celebrity driven spots and the newest gadgets. However, Google and Honda gave us a generous view of their storied histories. Also breaking the monotony are pranks, spoofs, a personal robot and arguably the world’s most popular ball game.

FIFA 16 - PLAY BEAUTIFUL OFFICIAL TV COMMERCIAL VIEWS: 13,221,508 BRAND: EA Sports CREATIVE AGENCY: Wieden

+ Kennedy Amsterdam MEDIA AGENCY:

EA Media Team A feature showing the advanced motion capture technologies of Electronic Arts with players daftly handling the ball to the tune of “Largo al factotum” (Make way for the factotum), an aria from The Barber of Seville.

GOOGLE, EVOLVED VIEWS: 9,373,812 BRAND: Google CREATIVE AGENCY: Google

Creative Lab New York Shows the ways Google’s design has evolved throughout the years and the innovations that have come out of Mountain View. It ends with a call to the future, with a Google exec saying, “This is just the tip of the iceberg.”

November - December 2015 | adobo magazine

DIGITAL

SEPTEMBER 2015 :

YOUTUBE LEADERBOARD

H&M CLOSE THE LOOP – SUSTAINABLE FASHION THROUGH RECYCLED CLOTHES

IT’S NOT A PHONE, IT’S A GALAXY: WIRELESS CHARGING

DIGITAL 30

VIEWS: BRAND: CREATIVE AGENCY: MEDIA AGENCY:

9,218,449 H&M Forsman & Bodenfors Zenith Optimedia

Proudly acknowledged the diverse groups of people in the world. The campaign also champions sustainable fashion, saying that there are no rules in fashion but one, to recycle your clothes. The piece supports the Global Recycling initiative, which to date, has recycled more than 260 billion pounds of unwanted clothing.

IPHONE 6S - THE ONLY THING THAT’S CHANGED IS…

VIEWS: BRAND: CREATIVE AGENCY: MEDIA AGENCY:

6,029,526 Apple TBWA\Media Arts Lab Los Angeles OMD

A 60-second spot saying that not much has changed with the new flagship except 3D Touch, a new feature that responds to the touch of your finger. It allows users to peek into stuff, and pop stuff open, changing how you play a song, read text, email and news.

adobo magazine | November - December 2015

VIEWS: BRAND: CREATIVE AGENCY: MEDIA AGENCY:

11,545,948 Samsung Mobile R/GA New York Starcom MediaVest

A new ad showcasing the wireless charging feature on the Galaxy Note 5 and Galaxy S6 edge+ while mocking the lack of it on the iPhone. The ad was released by Samsung just a day after Apple had unveiled the iPhone 6s and iPhone 6s Plus.

HONDA “PAPER”

VIEWS: BRAND: CREATIVE AGENCY: MEDIA AGENCY:

4,505,547 Honda RPA USA MediaVest

Honda’s Ad Leaderboard entrant is similar to Google’s. It’s a collaboration with animator PES that runs through the 66 years of the automotive brand’s history. It also ends by looking forward to the future: “You never know where a dream will lead you”.

YOUTUBE LEADERBOARD

DOOR KNOCKING IS SO LAST CENTURY. SEE HOW WE GOT RID OF THEM.

BB-8 APP -ENABLED DROID || BUILT BY SPHERO

DIGITAL

VIEWS: 4,436,338 BRAND: Energy Online CREATIVE AGENCY: Contagion, NZ

VIEWS: BRAND: MEDIA AGENCY:

A “prankvertisement” involving a living ogre and a door knocker with a bad temper. Hilarious.

If trailers are meant to generate hype for a film, a Star Wars trailer serves to tease an entire cross-media entertainment platform. Part of the merchandise and publicity blitz for the upcoming Star Wars movie is this small robot, based on the Sphero toy designed without the head.

BURN TRIALS - OUT OF THE MAZE AND ONTO THE PLAYA

VIEWS: 2,669,427 BRAND: Quiznos CREATIVE AGENCY: Windowseat USA

This three-minute parody asks the question: “What happens when you send the characters from The Maze Runner: The Scorch Trials to an overcrowded music festival in the desert?” The answer is toasty.

3,066,219 Sphero Zog Digital, Arizona

IPHONE 6S AND IPHONE 6S PLUS – REVEAL

VIEWS: BRAND: CREATIVE AGENCY: MEDIA AGENCY:

2,258,788 Apple TBWA\Media Arts Lab, Los Angeles OMD

The iPhone 6s Reveal commercial introduces the Siamese fighting fish featured in the moving wallpaper of the new phones, featuring images by Bangkok photographer Visarute Angkatavanich.

November - December 2015 | adobo magazine

DIGITAL GALLERY

DIGITAL 32

BUZZING WITH SOCIAL MEDIA ACTIVITY (66%)

A look at the brands flourishing in the top three most socially active countries online (We Are Social, active accounts on the top social network, compared to the population).

SINGAPORE

HONG KONG

(64%)

TOP 5 INDUSTRIES ON FACEBOOK TOTAL FANS 1,525,268 575,973 326,936 265,848 256,290 -

RETAIL AIRLINES ELECTRONIC TELECOM ECOMMERCE RETAIL FOOD

633,147 285,338 308,813 2,181,980 269,363

TOP 5 FACEBOOK BRANDS 368,327

520,049

MCDONALD’S

ENSOGO BEECRAZY

366,919

468,082

MCDONALD’S SINGAPORE

GROUP BUYER

326,936

426,525

SAMSUNG MOBILE

GROUPON

312,657

426,100

FLYSCOOT

GROUPON (HK)

265,848

364,759

SINGTEL

7-ELEVEN HONG KONG *SocialBakers September 2015 Regional Reports

adobo magazine | November - December 2015

DIGITAL

DIGITAL GALLERY

SINGAPORE

HONG KONG

(66%)

(64%)

TOP 5 TWITTER BRANDS BY NUMBER OF FOLLOWERS 929,879 SMRT CORPORATION 146,005 JETSTAR ASIA 63,207 TIGERAIRSG 51,808 H&M SINGAPORE 33,847 ALUMINAID

240,530 PURE FITNESS 34,763 FOUR SEASONS HK 29,014 MANDARIN ORIENTAL HK 20,343 HOLGADIRECT 18,483 CATHAY PACIFIC

TOP 5 YOUTUBE BRANDS BY UPLOADED VIDEO VIEWS 125,033,207

197,930,128

TOYS R US SINGAPORE

TOYS R US HONG KONG

19,523,191

13,763,769

SMRT CORPORATION

I WANT TO TRAVEL

12,197,389

9,011,789

JETSTAR ASIA

SONY V XPERIA HK

11,795,303

7,114,356

TIGERAIR SG

CATHAY PACIFIC

10,318,210

6,142,331

H&M SINGAPORE

SK-II HONG KONG *SocialBakers September 2015 Regional Reports

November - December 2015 | adobo magazine

DIGITAL GALLERY

DIGITAL 34

TEN BRILLIANT SOCIAL MEDIA CAMPAIGNS FROM 2015 (THAT YOU MIGHT NOT HAVE HEARD OF)

The second best thing about social media is their interactivity – plus analytics. Second, only, because the real best thing about it is that you can break conventional thinking and find new opportunities to use the platform in ways previously never thought possible for advertising or even communication. Creatives usually gravitate towards the best campaigns, eager to learn how 2015’s social media bombs like Domino’s Pizza emojis, the ALS Ice Bucket Challenge and Always #LikeAGirl campaign tick. After surfing the interwebs, adobo compiled 10 social media gems – campaigns that might not have won all the glory, but have hit the nail on the head.

1 #CAUGHTONDROPCAM

It’s not often that Google can be considered as the underdog, but against Facebook with around 1.44 monthly active users (based on April data), Google+ is against tough competition. Nest, a Google-owned startup producing smart sensors for homes, proves however that a bit of creativity can make a brand flourish regardless of the platform. It posted candid clips taken from Nest Cam (Nest’s home security camera) on Google+, often with engaging and humorous results. Seeing the Nest Cam in a real person’s home makes it easier for a potential customer to picture it in their home. And it seems to have been paying off. They have over 12 million Google+ page views and 603.8 thousand followers as of writing.

2 GROUPON’S BANANA BUNKER

Groupon posted this product -- a Banana Bunker -- to Facebook and replied to everyone who made a sex joke. Turns out that the company knew that this post was going to get trolled, so they had a team ready to transform the negative outpour into engagement and sales. So far, it got over 45k shares and 21.5k likes.

adobo magazine | November - December 2015

DIGITAL GALLERY

HP’S #BENDTHERULES CAMPAIGN ON VINE

One invaluable creative advice is to keep things sweet and short and that’s exactly what Vine is. HewlettPackard (HP) took up the challenge of creating a six-second spot with #bendtherules, a campaign to showcase the HP Pavilion x360 convertible laptop. One HP Vine video in particular, featuring Ayala (one of the most-followed “Viners”) trying to bend a competitor’s laptop with comic results, earned nearly 250k likes, more than 7k comments, and 14 million loops.

4 BURBERRY’S LIVE-STREAM FASHION SHOWS ON SNAPCHAT, PERISCOPE

Yes, social media has become a literal cat walk for fashion. Burberry used Periscope to live stream a menswear fashion show and Snapchat to provide photo updates. A month later, Burberry live streamed video and photos of its Los Angeles fashion show over Snapchat and Periscope, and created “record customer engagement” of over 100 million impressions, the company said.

5 RED BULL THE CLIFF DIVING WORLD SERIES.

Red Bull partnered with Hollier in a bid to try out another extreme sport, this time cliff diving. The brand partnered with three popular Instagram users who would not only be the ones to push the content out but also capture the 20,000 action shots to create the stop motion videos in the series. As a hook, none of the photos ever showed a completed dive, creating a teaser that drove people to the Red Bull website to watch the action in full. It lead to 80 million impressions, 7.8 million in reach and 100k visits to the UK site.

6 HOTELS.COM SILENT ADS

This clever campaign from Hotels.com and CP+B features subtitles and an ASL interpreter. Meant to be watched without sound, the ads acknowledge the default silence of Facebook’s news feed videos. The two videos in the series touts a combined total of 4.96 million views to date

November - December 2015 | adobo magazine

DIGITAL

DIGITAL GALLERY

7 DIGITAL

PIN A MEAL. GIVE A MEAL.

Agricultural cooperative Land O’Lakes and Exponent PR turned to Pinterest in this campaign, which placed inspiring content focused on fighting hunger in the United States right alongside their target audience’s mealtime inspiration. Every time a Land O’Lakes recipe is pinned, a donation is given to Feeding America and help spread the world. The campaign garnered 324,327 pins and repins in just 60 days and led to 2.7 million meals donated to Feeding America. It also garnered 61.1 million total owned and organic media impressions.

8 BUILD A GLA ON INSTAGRAM

Taking advantage of Instagram’s recently added tagging function, Razorfish hacked the platform and created over 200 linked accounts, along with thousands of images representing customisable parts for the MercedesBenz GLA. The campaign then allowed consumers to choose the colours, wheels, roof and grill of their new GLA, and gave them a quote to take to a nearby dealer.

9 HEFTY “BE SURE IT’S SECURE”

Hefty Slider Bags’ first-ever social campaign attempted to cut through the clutter of product-centric advertising with Havas Worldwide Chicago by showing off the immense seal strength of the bags through a series of scaled-down scenarios–complete with miniature props and carefully-crafted stop-motion photography. For five months, the Facebook posts of the images got an average engagement rate of over 6% and gained over 2.4 million impressions for the brand, and all on a budget that was 160 times smaller than the leading branded competitor. Big things do come in small packages.

10 MINI ANT-MAN BILLBOARDS

Ant-man billboards started appearing in Australian cities, including major hubs like Queensland, Melbourne, and Brisbane, for the publicity blitz for this Marvel superhero movie last April. And what do you do when you see something odd? Take a picture and post that business on social media. The tiny billboards had commendable media coverage and was picked up by the likes of Time and New York Magazine. adobo magazine | November - December 2015

SNAPSHOTS

DIGITAL

#IMMAP2015

adobo magazine | November - December 2015

Keeping it short and sweet is invaluable advice in covering events as it unfolds. And thanks to Twitter, it can also be blazingly fast. The three-year old microblogging site has been one of the most exciting ways to deliver and read the news. Its ever-flowing feed of real-time information has rapidly become a trusted news source. But too often, most people overlook that it can also archive events as well as it can break them to the public. During the IMMAP (Internet Mobile Marketing Association of the Philippines) Summit 2015, arguably the biggest digital marketing conference of its kind in the Philippines, adobo tweeted over 120 posts, picking out the nuggets from its speakers for the public. Demonstrating the power of tweets, we handpicked 30 of our most insightful tweets from #IMMAP 2015.

DIGITAL

SNAPSHOTS

November - December 2015 | adobo magazine

SNAPSHOTS

DIGITAL

BEST PRACTICES, DIGITAL SUCCESS adobo Masterclass: The Best of Global Digital Marketing

A good story, as it turns out, is among the most insightful ways to learn how to make one.

marketing journalist for over two decades and practically seeing thousands of presentations, Hando Sinisalu sees conferences differently. “What happens if a journalist sees a case study? The journalist starts to wonder: was it really that successful? What were the mistakes? What is the other side of the story?” Close to a 100 Filipino ad practitioners flocked to adobo Masterclass: The Best of Global Digital Marketing, this October, which was done in partnership with Best Marketing, eager to learn not just from experts but from the work itself.

adobo magazine | November - December 2015

Experience is arguably the best teacher but that also involves learning from mistakes - mistakes that companies and the ad agencies that work with them aren’t too lenient on. Look over 200 award shows, including the biggest ones like the Cannes and local tourneys, and identify campaigns offering something new for everyone to learn. They then go a step further, interviewing the agencies, clients and even competitors to fully understand how the campaign ticks. Sinisalu observes, “The problem with case studies is that they are mainly created to impress the judges. Being trained as a

journalist, I try to see the other side of the story and reveal the truth and focus in results.” “The problem with most awards is that they are all too obsessed with creativity and don’t pay much attention to the results or business part,” he continues. We don’t talk much about the technical details. What matters is the strategy, the thinking behind it which is quite universal. No matter what part of the world, you can gain something from any case study and apply the lessons learned from others who underwent similar challenges. Old as the adage is, experience is indeed the best teacher

DIGITAL

SNAPSHOTS

41 You may have the right content and insight but if you don’t have a story to tell, your content wont be shared. - MARGOT TORRES, EVP AND MANAGING DIRECTOR, MCDONALD’S PHILIPPINES

1. A well-attended adobo Masterclass, including its youngest pupil in his mom’s arms. 2. Carmen Murray 3. Margot Torres 4. Hando Sinisalu 5. Paolo Mercado November - December 2015 | adobo magazine

SNAPSHOTS

DIGITAL

BRAND NEW:

MULTI-CHANNEL NETWORK TV4ME ARRIVES IN THE PHILIPPINES

Eight months after breaking the news, digital media and content marketing company Brand New Media (BNM) launched TV4ME.ph, in partnership with media giant TV5 this October.

aunched in Australia in 2011, TV4ME is a multichannel internet TV Network featuring original lifestyle content covering food, health, fashion, tech, comedy, travel, home, entertainment, celebrity, sport, outdoor adventure and music. Available on any internetconnected device, such as a smartphone, tablet, computer or smart TV, TV4ME is powered by BNM’s ChannelPLAY, a trans-media content distribution platform. It gathers content and broadcasts it live or on-demand for targeted audiences. This includes bought and user-created content but the BNM-TV5 partnership also saw the establishment of

a dedicated digital production studio to create specialty content “4ME will take a dominant position in the emerging digital media landscape in the Philippines. Audiences are converging to digital and social media in large numbers, particularly the early adopters and opinion leaders so coveted by advertisers. The content offer on TV4ME will be the most comprehensive in the market with a mixture of new channels for audiences to discover, along with well-known and most-loved content brands. Best of all, it will be a free service with no subscription fee, bringing compelling content to all internetconnected Filipinos,” Damien Bray, global director at BNM explained. In an interview with adobo, Bray noted that the Philippines is seen as probably the biggest market opportunity for BNM in Asia. BNM, whose regional hub is in Singapore, is setting up offices in Shanghai, Hong Kong, Jakarta and Kuala Lumpur as well as

adobo magazine | November - December 2015

Samples of BNM’s content for an online audience.

Manila over the next six months. “It’s fair to say that the sun is just starting to rise [in the Philippines] on new media. But you’ve got case studies from more progressivedigital markets both in the region and globally that demonstrate clearly the roadmap of what’s about to happen in the Philippines,” he said. Mike Constantino, Managing Director for Brand New Media in the Philippines, adds, “TV4ME.ph provides an engaging environment for a dialogue with the consumers through video content that is guided by research and insight. In turn, the experience for the audience is one that finally gives them that one place on the web where they can find all the resources they need toward a better lifestyle, through quality content that we serve on a consistent basis. We are eager to create, innovate and reach new heights with our partner brands, agencies and creators. Watching online and on mobile has never been this fun, the Filipino’s viewing experience will never be the same because of what TV4ME.ph’s channels provide this market.”

T H E

Deconstructing Creativity 44 DDB’s BDO ‘Pulse’ Opinion 46 Mark Tungate Bang for the Buck 48 Ogilvy & Mather London’s Travel Yourself Interesting adobo Exhibit 50 Virgin Group and AKQA Architecture 52 Butterfly Houses

W O R K

Trends 54 Diwata Yoga Mats 56 Filip + Inna Craft 58 PET bottles 60 Papemelroti Spotlight 62 Goodstein’s Sewing Moms 64 Seven A.D. Raw 66 Doing Good

Creative Review 70 Cheil Worldwide’s Wain Choi and Ogilvy & Mather Philippines’ Donnah Alcoseba Then and now 74 Pinoy Komiks adobo Main Course 76 Christel Quek Festival coverage 79 Spikes 2015 106 Clio 2015 108 Tinta 2015

DECONSTRUCTING CREATIVITY

THE WORK

A CITY COMES ALIVE The heady mix of old and new, something borrowed, something true—a project involving several creatives and agencies (DDB, Bullet Manila, and Oriental Post) result in a visually exciting product. interview

ANNA GAMBOA

hot in high-definition, viewing ‘Pulse’ on a large HD screen in Bullet Manila’s headquarters elicits admiring unprintable expressions from adobo’s editors. The effect is like doing some kind of drug that makes you hyper aware of every leaf on a tree standing at a street corner, wondering what’s real and what’s not. Martin Arnaldo, the director, shows us an extended version that reveals the extent of planning the visuals; how the nine months needed to create the commercial included studies from Google Earth and detailed architectural plans for a fictional airport portrayed adobo magazine | November - December 2015

fleetingly in the approved version for screening. This portrayal of an idealized Philippines, throbbing with potential, alive with commerce and vitality—is charming and quaint on a small screen, but quite riveting on a larger screen that reveals the details. DDB’s Executive Creative Director, Paolo Arevalo gamely answered our questions about ‘Pulse’ and why its blend of real and fictional images makes for good communications. Please tell us how the project started? What was the Client’s brief? The project was the result of a pitch among four agencies: DDB, BBDO, Publicis JimenezBasic and

Saatchi & Saatchi. The clients wanted an upgraded, updated sequel to a previous TVC. What strategy/approach was thought to be the best approach? Who created the storyboard/narration that was the basis for the TVC? The strategy was based on all the good news coming out about the Philippine economy. Investors knew that the country was the next best place to invest in. And in the Philippines, the best partner was a bank that had local expertise and global knowledge - BDO. The storyboard was the work of the DDB team - Pat Miciano, Paolo Arevalo, Meg Badilla and Elaine de Padua.

What execution did the group agree upon? (director, production house, etc.) From the start we knew we wanted Martin Arnaldo as director. He had the world-view and perspective needed to properly helm the project. We also knew that Martin would bring equally talented members to his team. In fact, the client challenged Martin to “level up” from the previous material which he also directed. Clients also played a huge part in coming up with this material - they were receptive, supportive and they really challenged the production team and agency to come up with something never seen before. From a production aspect, how were the various shots of the city achieved? (and why do some aspects of the shots have a hyper-real look, like it was from a diorama?) I would say 95% of the shots are real and it was all done with drones and people climbing the highest point of different buildings. We got the help of Keith Loutit, who is famous for his “tilt shift” cinematography and John Patricio, an architect who has modeled buildings for Google Earth whose work has also been featured in the Guggenheim. We knew that there was no cutting corners to achieve the look we wanted. The tiny people you see on the streets are real people; the night shots are actual shots of Metro Manila. When we were doing this project, we realized that Manila looks beautiful at night.

The final ad looks like a mix of models being shot (stop motion animation), and aerial/timelapse photography that slows down or speeds up to suggest a pulse/heartbeat --how was this look achieved or agreed upon? That was the concept, after all - a pulse. We wanted to communicate that BDO was at the heart of everything economic and financial in the Philippines and the region. Martin being Martin, of course he didn’t want your typical CG work to show the city beating. He had to aim for shooting the traffic and slowing it down and speeding it up PER FRAME and adding tiny, tiny cars to fill in the traffic, when necessary. It’s not a process we would recommend for the faint of heart.

CAMPAIGN: BDO Pulse AGENCY: DDB Philippines CLIENTS: Rafael G. Besa - Senior Vice President of Marketing Communications Group Hannah Regina H. Lopez - Vice President of Marketing Services, Planning and Communications Christina Mila Z. Jimenez - Manager for Creative Services and Institutional Special Services CREDITS: Patrick Miciano - Creative Director Rap Platon - Associate Creative Director Paolo Arevalo - Executive Creative Director Elaine de Padua - Managing Director (DDB Remedy) Meg Badilla - Account Director Joanna De Castro - Account Manager Steve Vesagas and Miguel De la Pena -Producers Bullet Manila -Production House Martin Arnaldo - Director Oriental Post Bangkok - Post Production / CG

When did the campaign launch and how long did it take from brief to implementation? The campaign launched the second week of September 2015. Any insights on the campaign worth sharing? On Production - This was really made possible only because the Agency, Production AND Client shared the same vision. The Clients, from the Marketing Communications Group all the way up to the bosses, allowed us to aim for the stars. They cleared their schedules to be with us through every step of the long and tedious production.

A mix of shots using cranes and drones helped get stunning night footage

November - December 2015 | adobo magazine

THE WORK

DECONSTRUCTING CREATIVITY

OPINION

THE WORK 46

A REFUGE FOR BRANDS The refugee crisis in Europe has prompted some brands to take a stance, despite the potential risks.

o doubt you’ve seen the movie Casablanca. (If you haven’t, you really should.) The film was already timeless, but suddenly it looks timely too. Many of the characters are refugees, turfed out of their homes by war and marooned in the titular city as they seek visas that will enable them to get to neutral Lisbon – and from there to “the new world”. Although they look shabby and lost, they seem to have a rather better time of it than the Syrian (and other) refugees currently straggling across Europe. After all, the plot demands that they spend most of the movie hanging out at Rick’s Café, a glamorous dive run by Humphrey Bogart. The refugees in Casablanca interact with three different types

adobo magazine | November - December 2015

illustration

MAWEE BORROMEO

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

of people. Those who manipulate them for profit – such as the corrupt police chief Louis Renault and the shady black market dealer Signor Ugarte (an indelible Peter Lorre); those who help them and are covered in glory as a result – like the heroic but stuffy resistance leader Victor Laszlo; and those who work behind the scenes but expect nothing in return – Rick himself, who hides his true nature beneath a cynical shell. Today’s refugees must negotiate a similar emotional landscape. It’s fairly obvious who the biggest profiteers are: the people traffickers who convey the refugees across land and sea for vast sums in unsuitable and sometimes lethal forms of transport. The aid organizations and civilian volunteers are their polar opposites. But the refugee trail has also created a complex ecosystem in which brands have found their place, adopting postures that could be compared to those of Victor Laszlo and Rick. Google has been one of the most high-profile benefactors, with a donation-matching campaign that has raised US$11 million. More recently, it has launched a “crisis info hub” that will provide refugees with information on transport and lodging. The hub will be accessible through smartphones. The very fact that many of the refugees own smartphones has provoked raised eyebrows among the anti-migrant brigade, but it’s logical for two reasons; firstly, such phones have plummeted in price over the last couple of years and, secondly, many refugees come from

comfortable middle class homes. They are like the rest of us, except they got caught up in a war. Talking of homes, IKEA rather brilliantly dipped into its brand DNA to design flat-packed units that assemble into solar-powered dwellings, in association with the United Nations High Commissioner for Refugees (UNHCR). They may not be houses, but they’re not tents. In September, Uber offered to send cars free of charge to pick up donated items and transport them to distribution points. Called UberGiving, the operation covered 23 cities across Europe. TripAdvisor has set up its own donation-matching scheme – it will match donations of up to US$5000 per person – and granted staff five days of paid leave to volunteer at any nonprofit organization that is helping refugees. And these are just the Victor Laszlo brands, if you accept my tenuous metaphor. Their efforts are laudable, but also, not coincidentally, in tune with their brand values. Many other companies are no doubt helping quietly behind the scenes. It’s arguable that any brand visibly aligning itself with the refugee cause is demonstrating a level of courage. Unlike an earthquake or a hurricane, the refugee crisis is politically charged. For every European who wants to help the refugees, there is another who sees them as Muslim interlopers, poised at the very least to steal jobs and spread their religion, if not actually commit terrorist

The very fact that many of the refugees own smartphones has provoked raised eyebrows among the anti-migrant brigade.

atrocities. To help the refugees may alienate a certain number of customers. Not customers you’d invite round for a drink, maybe – but profits are profits. A number of brands recently found themselves benefiting from the refugee crisis in an ironic and backhanded way. In Catania, Sicily, refugees fresh off the boat found themselves queuing to receive free sneakers bearing the logos of Nike, Puma and Adidas, among others. The twist? The sneakers were all fakes, confiscated from sellers of counterfeit goods at the local market. Instead of destroying them, the police donated them to a local aid group. So while some brands may be ambivalent about the refugees, the sportswear giants are implicated whether they like it or not. November - December 2015 | adobo magazine

BANG FOR THE BUCK

i) BOND – influencing attitudes THE WORK

THE CASE FOR CREATIVE EFFECTIVENESS:

TRAVEL YOURSELF INTERESTING

We kicked off with 2 TV commercial13, print and OOH. The idea revolved around showing how regular people became effortlessly because of stories they had picked upsaves A daring strategic idea brought to lifeinteresting through compelling and spot-on creatives on their travels (Figures 7 & 8). Expedia from being slaughtered by a mob of aggressive rivals.

Figure 7: Stills from the two brand TVC executions, with both the UK and FR end frameExpedia CLIENT: AGENCY: Ogilvy & Mather London COUNTRY: United Kingdom RELEASED: March 2014 AWARDS:

WARC 100 – 3rd Place, World’s Best Marketing Campaigns 2015 2014 UK Marketing Society Award for Excellence, e-commerce category (beating direct competitors EasyJet, lastminute.com, IHG) D & AD 2014 - Wood Pencil/ Writing for Advertising/ Writing for TV & Cinema Advertising IPA 2014 - Bronze Cannes Lions 2014 – Creative Effectiveness Euro Effie Awards 2014 – Gold, Leisure & Entertainment

Figure 8: Brand PrintTHE andPROBLEM OOH

Expedia is the Internet’s first big travel brand. It ushered the age of online travel booking and was unrivalled for the last 20 years, until recently. Competitors sprung and threw Expedia into a battle fought on the basis of price rather than brand values. In the UK, adobo magazine | November - December 2015

Figure 1

aggressively priced and promoted brands began to eat into Expedia’s share. In France, where online travel was just emerging, Expedia was new, unsupported and buried under the existing and more established online players. Consumers who are looking for the best deals started to go to Google and price comparison sites rather than to Expedia. THE OBJECTIVE

The commercial objective was to reverse the erosion of its margins by increasing the number as well as the profitability of customers. The behavioral objectives were: to influence consumer behavior by getting more people to spend more, spend more often and book directly through Expedia’s channels. THE COMPELLING MESSAGE

Travel matters, so make the most of it. Travel on your terms with Expedia. Travel was positioned not as a cost to be minimized but as an investment to be maximized. An investment in personal growth and Expedia is the unique partner that can give the traveller the most out

of that investment. To identify one specific effect, a proprietary online research community was set up – “The Departure Lounge” where talk shifted fondly about the times they held an audience captive with their travel tales, the insight into “interestingness”. THE CREATIVE PLATFORM

Travel yourself interesting. (UK) Devenez aussi intéressant que vos voyages. (France) The campaign was launched in the UK and France with a two-part “Bond & Buy” channel strategy. High-impact channels were used to “Bond” to build brand affinity (TV, print, OOH, online activation). The campaign kicked off with TV commercials, print and OOH showing how regular people became effortlessly interesting because of stories they picked up on their travels. The first ad shows Illusionist Hugo presenting breathtaking tricks, such as removing his torso from his legs live on stage. But when he looks up from his amazing feat, he sees that Brian, the sound guy, has stolen the crews’ attention away from his tricks with his recent holiday snaps from Hawaii.The second film shows Esteban the Horse Note 13. A third TVC was developed and used in other European markets, but not in the UK

THE WORK

BANG FOR THE BUCK

Figure Figure 7: Stills 7: Stills fromfrom the two thebrand two brand TVC executions, TVC executions, with with both the bothUK the and UKFR and end FRframe end frame

Figure 2

Figure Figure 8: Brand 8: Brand PrintPrint and OOH and OOH

Whisperer performing jaw-dropping acrobatics and tricks with his horse. However he’s shocked to find that his usual audience is more interested in ranch worker Pedro’s trip to New York. The final ad shows Brad the Stuntman, risking his life and jumping from death-defying heights, only to find that Janice the Taco Lady has become the new star of the show, reeling the film crew in with her

travel tales and photos from Paris. (Refer to Figure 1) A second boost to the campaign was a “Travel Your Tweet Interesting” campaign. The most mundane status updates in Twitter were sourced, the power of travel was applied to them in real time and results sent as a response to the original person. Using the hashtag #TYI, people were

encouraged to nominate tweets for a chance to win a free holiday and be “travel interesting” as well. (Refer to Figure 2) Tactical channels were used to “Buy” to convert brand affinity into action (DRTV, digital display, tactical print, SEM, Facebook NoteNote advertising). To do this, “facts” were used which people recognized 13. A third 13. ATVC thirdwas TVCdeveloped was developed from Expedia’s brand execution. and used andin used other in European other European markets, markets, but notbut in not the in UKthe UK or France or France

RESULT

The campaign drove more people to spend more money, more often UK

France

Customer base + 13.8 YoY

Customer base +3-.3% YoY

Gross Booking Value15 + 8% (double the category growth rate)

Gross Booking Value - 33% (versus market growth of 8%)

Transactions were UK

France

Transactions directly through owned retail channels + 3%

Transactions directly through owned retail channels + 9%

The erosions in margin were halted. UK

France

Direct margin increase of 1% in Average Gross Booking Value per Transaction18

Direct margin increase of 16.4% in Average Gross Booking Value per Transaction

Above category ROI was achieved UK

France

11£ for every 1£

6£ for every 1£ spent November - December 2015 | adobo magazine

ADOBO EXHIBIT

THE WORK 50

“THE SUPEREST POWER IS PEOPLE POWER.” Thus proclaims the GLOBAL GOALS ALLIANCE campaign lead by Virgin Unite of the Virgin Group and AKQA in support of the 17 Sustainable Global Goals of the United Nations.

n support of the Global Goals for Sustainable Development launched by the United Nations in September, Virgin Unite and AKQA have come up with The Global Goals Alliance platform, an online application that can turn everyone into a superhero. But this superhero generator was not just made for fun, it is one way for citizens to show that they are taking part in the global goal to help fight poverty, injustice and climate

adobo magazine | November - December 2015

change. “The Global Goals Alliance is a superhero task force united to help spread the word of The Global Goals. The Goals are our road map and our opportunity to get the world on track to a better future. The alliance is a fantastic way to help ensure we reach as many people as possible and we must all play our part,” commented Sir Richard Branson, Virgin Group Founder. By visiting the website you may either upload an image or

take a photo of yourself using your webcam. After you’ve generated your superhero, you may share your photos on Facebook, Twitter and Instagram using the hashtag #GlobalGoals. The United Nations Global Goals for Sustainable Development is fully supported by personalities, celebrities and other big names like Bill Gates, Mark Zuckerberg, Stephen Hawking, and One Direction.

THE WORK

ADOBO EXHIBIT

Source: http://www.globalgoals.org/

November - December 2015 | adobo magazine

ARCHITECTURE

THE WORK

BUTTERFLY HOUSE:

A METAMORPHOSIS. ROGELIO ‘VONZ’ SANTOS JR., not an architect or a builder, took the initiative to provide a solution to a nagging problem. words

CHARM CABREDO

n the morning of April 18, 1906, a strong earthquake shook San Francisco awake. The rude awakening was followed by an even more catastrophic fire that left the city burning for three days, leaving a quarter of a million people homeless. It was during this time of dire need, from the rubble and ashes of nature’s destructive force, rose one of the first heavily documented case studies of post-disaster relief efforts to date, following the efforts’ focus from relief to recovery and reconstruction. 1 Disasters like the Great San Francisco Earthquake force us to rethink the issue of housing, beyond a reactive response to provide relief to a long term solution of providing one of man’s most basic needs: shelter. Shelter for people displaced by war, manmade and natural catastrophes. While the Philippines is no stranger to typhoons and earthquakes, nothing prepared the country for the onslaught of Typhoon Yolanda on November 2013. The provinces of Eastern Visayas, Tacloban in particular, felt the brunt of the storm’s impact. “The preparation of the local governments and the national government agencies was not equal to the strength of the typhoon,” admits Corazón “Dinky” Solíman, head of the Department for Social Welfare and Development (DSWD), who oversaw the nation’s disaster response. 2 And while the country and rest of the world scrambled to bring relief into the affected towns, a young entrepreneur was seized by an idea one night that kept him up assembling pieces of cardboard with tape coming up with an idea adobo magazine | November - December 2015

for a shelter that would later come to be known as the Butterfly House. Rogelio “Vonz” Santos, Jr. was neither architect nor builder and yet he saw clearly that which Yolanda had exposed, our need to have a long term solution to solve the housing problem the country will have to face, relocating and providing homes for the 1.6 million or so families displaced by the storm. “We have to take action, because a storm happened, and more than a hundred days later, people are still homeless.” This call to action led Vonz to collaborate with interior designer Budji Layug and architect Royal Pineda in order to refine his idea. Two months later, a working prototype for the Butterfly House was revealed. It was a steel framed structure with wall panel options in polycarbonate, fiber cement boards or sawali (woven strips of bamboo). 3 The module was

a creative solution meant to address key issues in disaster response shelters: speed of deployment and ease of set-up and cost-effectiveness. Named because of the manner in which it unfolds, packed away, the Butterfly House is 2.4 meters long, 0.70 meters deep and 2.6 meters high. Keeping in mind the need for ease in transport, the modules can fit in a 40-foot container van. Once at the site, these modules can easily be unfolded to form the roof and walls of the shelter. 3 people can easily unpack the module and set-it up in less than 15 minutes. Depending on the needs of a community, these modules come in a basic 11.5 sqm. configuration, 15 sqm. configuration with the addition of a bathroom, and a 26 sqm. configuration called the Monarch which takes into consideration the minimum standards for socialised housing.

THE WORK

ARCHITECTURE

We have to take action, because a storm happened, and more than a hundred days later, people are still homeless. -ROGELIO “VONZ” SANTOS, JR

The genius of the design though was also its ability to be folded and packed away in case a need to evacuate arises. This was later put to the test a year after Typhoon Yolanda when Typhoon Ruby passed through Eastern Visayas last December 2014. A community of Butterfly Houses has already been set up in Tacloban. Vonz saw this as a chance to see if the houses would be able to withstand a storm as intended. Some houses were packed away and the others left standing. They were not disappointed. While other transitional housing units were damaged by the storm, 100% of the Butterfly House units, were intact. Interestingly, the units walls were clad in boards made from recycled tetra packs which were said

to be watertight and inflammable. This year, the Butterfly House Team is working with the PDRF and USAID to provide additional housing units and to put up a Butterfly Village of 250 homes. 50 units were set up in 3 days last September. The units came in a new configuration called the J-Model which is an 18 sq. module with the “wings” at right angles with each other. In 1946, Charles Abrams wrote in “The Future of Housing”, “Housing in the twentieth century has been a continuing emergency.” The emergence of the Butterfly House brings hope. While we may not see the complete resolution of this pressing need for housing, we can be inspired by the

actions of one man who spurred the actions of many, to also take a piece of cardboard to re-imagine shelter that can transform itself from an emergency response unit to a partner in the recovery and reconstruction process of communities displaced by conflict and calamity.

1. Design Like You Give a Damn, 100 years of Humanitarian Design, Kate Stohr, p.33 2. Tacloban: A Year After Haiyan, Kate Hodal. The Guardian, October 31, 2014. 3. The Butterfly House: A Housing Solution for Yolanda Victims, Lady May Martinez. asianjournal.com, February 20, 2014, November - December 2015 | adobo magazine

TRENDS

THE WORK 54

DISCOVERING THE INNER GODDESS

KAT ALANO pushes past her pain and creates art for yoga mats that’ll inspire almost anyone to invest in some peace of mind. words

ANNA GAMBOA |

photo

DAN HARVEY

hile many people exhort the virtues of making lemonade when life gives you lemons, not many understand what it takes to grab those metaphorical citrus fruits, examine them for signs of edibility, then create the drinkable product which combines sweet and sour notes—channeling the pain without passing it on, practicing that sorcery that turns lead into gold. Katherine Anne Alano possesses the ability to practice such alchemy, an independent and outspoken young woman raised by a single mother who taught her to stand up for herself and others. When she spoke out against rape culture and celebrity serial rapists, she soon found herself out of favor with the network that found her controversial. Unsurprisingly, she shuns the limelight when it comes to sensationalized news, and is understandably cautious about granting interviews. In the year since she abruptly lost several means of earning an income, turning to art for comfort, Alano with her then-boyfriend stumbled into a serendipitous way of channeling Kat’s artistic talent into a profitable enterprise, while supporting women’s causes. Nearly stepping onto a freshly rendered artwork done on wood, Alano’s significant other observed that the

colorful work could liven up yoga mats made with microsuede, which often featured solid hues. “It’s like a giant mouse pad,” Kat grins, pointing out the different designs for Diwata Universal which she hopes to update every four months. And enthusiastic yogis lap up her work every chance they get, ordering online (diwatauniversal.com) or buying it from Aura Athletica. “Superdust” features a cosmic design referencing how everyone is made of stardust, and has a solitary figure with the big “S” emblazoned on his chest. The busy-looking “Buzzed in Sagada” shows off an intricate design of a bee amidst the colorful petals of several flowers, reminiscent of a time when Kat vacationed in the highlands of Luzon, and marveled at the many bees that thrived there. The whimsical “Keala Koala” was done in honor of a friend’s daughter born in Australia. “Leo” is part of her upcoming series featuring horoscope-inspired elements, while “Das Einhorn” brings to mind her favorite scene from the animated film The Last Unicorn, where the solitary and seemingly defenseless creature forces a monstrous red bull into the sea, and releases from enchantment /imprisonment her fellow unicorns who spring from the surf and reclaim their freedom. The symbolism of the unicorn isn’t lost

on Kat, and she purposefully chose Diwata as part of the brand name, to inspire other to tap into their inner creativity, that divine instinct for good, and the mats represent a place of peace or refuge—whether doing meditations after a long day at work or just taking deep breaths to center yourself after dealing with too many toxic events. A portion from the sales goes to the education of women/girls to deal with rape, empowering them to seek justice, telling them that yes, it wasn’t really their fault—and that rape is rape, like there is a difference between drowning and not drowning. Like many people who’ve undergone a sea of change in the course of upheavals in their lives, Kat Alano now prioritizes the causes closest to her heart, and will unhesitatingly speak out against rape culture, if only to better inform another generation of women, if only to create stronger people who can transcend their victimhood and reclaim their lives. Refusing to be defined by the act of one man, defiantly flourishing despite the adversity she initially faced after being blacklisted, Kat Alano’s Diwata yoga mats are an oasis of peace, and a reminder that beauty can still grow after one has mastered the art of transmuting the lead in one’s heart into gold.

Kat purposefully chose Diwata as part of the brand name, to inspire other to tap into their inner creativity, that divine instinct for good, and the mats represent a place of peace or refuge—whether doing meditations after a long day at work or just taking deep breaths to center yourself after dealing with too many toxic events.

adobo magazine | November - December 2015

THE WORK

TRENDS

November - December 2015 | adobo magazine

TRENDS

THE WORK 56

COMMON THREAD FILIP+INNA weaves tradition with the contemporary by creating un-common and timeless pieces of clothing showcasing Philippine artisans. photos

PACO GUERRERO & FILIP+INNA

magine the ancient techniques of weaving, embroidery and beadwork from our different indigenous groups being featured in Fifth Avenue in New York, Greenwich Avenue in Connecticut and even in the Bahamas. Never in our artisans’ wildest dreams did they even think it possible until Filip+Inna’s founder and creative designer Lenora Luisa Cabili came along. Len, as she is fondly called, grew up in Iligan City in Mindanao. Through her life she nurtured fond memories of visiting Maranao folks in their enthralling finery. Coupled with her love for our rich cultural heritage and the desire to preserve and for some, revive

adobo magazine | November - December 2015

some of our creative traditions, she embarked on a journey to create clothes which combine old custom weaving, embroidery and beadwork (T’boli, Mangyan, Tausug, Burdang Taal, Hablon, Maranao, Yakan, Pinya, Gadang, Mandaya) with cosmopolitan cuts, shapes and expressions. In her hands, tribal weaves and colors and local needlecraft find new expressions and a new life. Through Filip+Inna she offered artisans ways to improve their livelihood. At the same time, she brought appreciation, honor, and pride to their creations, which are distinctly Filipino. World, meet Fillip+Inna.

01-02. Filip + Inna showcases garments woven using ancient techniques, embroidery and bead work from different indigenous groups of the Philippines 03. T-boli embroidery 04. Hand-woven abaca by the T-boli with Lumban embroidery

THE WORK

TRENDS

November - December 2015 | adobo magazine

CRAFT

THE WORK

PERDEZ PAS Waste not. Lose not.

words

IRMA MUTUC |

photos

DAN HARVEY

Unlikely street artists, Kuya Jimmy and Kuya Bantot, have a lot of time on their hands so with found objects (discarded PET bottles) and self-taught artistry they create. Their motivation is more practical than lofty but in the humblest of ways they show us how not to let time go to waste and how to find beauty in waste.

adobo magazine | November - December 2015

THE WORK

CRAFT

Kuya Jimmy and Kuya Bantot sell made-in –China wristwatches and wristwatch battery outside a 24/7 convenience store in the Pasig Mega Market. They’re inspired by survival, the street is their gallery and they’re their own PR and curator. Their exhibit runs until they run out of PET bottles.

November - December 2015 | adobo magazine

CRAFT

THE WORK 60

INSPIRATION

COMES IN PAIRS Sustainability in a bottle words

adobo magazine | November - December 2015

ROCELLE ARAGON

THE WORK

CRAFT

ou may have seen them on the artist/designer’s Instagram account, or the retailer’s, or at their unveiling at a green business conference. Their whimsical faces are a little European, a little Chagall -- but inside they’re all Pinoy. Available in early 2016 (sorry, Christmas fans), the handpainted upcycled bottles are a brainchild of Papemelroti and Human Nature, two staples of the country’s social enterprise scene. Strikingly, the bottles are not only artful and worthy, they also solve a business problem. Like any personal care line sold in mass-priced small sizes, Human Nature generates a lot of bottles; less commonly, they take action to minimize the bottles’ environmental impact. Previously, the brand collected its own used bottles for recycling by residents of GK* villages. But with minimal monitoring, the project lost momentum; many of the returned bottles landed in junk shops. “Our problem was twofold. [We] can’t refill because our liquid products do not have

the synthetic stabilizers and antibacterials of similar products. Second, we are slowly switching to corn-based plastics, which means the usual junk shops will not accept us,” said Human Nature’s Tish Martinez-Castillo. “We were really searching for a way to close this sustainability gap. We’re a pro-environment company, from manufacturing to ingredients. We could not let those bottles go to the dump. We are grateful to have found a partner in Papemelroti. It was actually Robert who thought of painting the bottles and teaching communities how to mass-produce them.” “Robert” is Robert Alejandro, chief designer of retail chain Papemelroti, art educator and an inspirational figure for many of today’s young visual artists. Robert had upcycled Yakult bottles before, so these were not a big leap. As with most Papemelroti products, Robert creates each prototype, which then goes to a supplier for replication: in this case, the adding of a papier-mache head and the painstaking handpainting that makes them so covetable.

The supplier is an artisan who has supported his family by hand painting for Papemelroti for four years now, and is now teaching his son to do the same. This highlights a point of pride for both companies: sustainable livelihood through a fair-value-for-labor wage. Cleverly, the prototypes also reflect Human Nature’s top-selling products: baby oil, shampoo and baby wash. Once available, they will be sold at the two brands’ retail outlets. The currently planned P100 price ensures that rather than being limited to the elite, some of the bottles will return to their roots, bringing beauty to the homes of the people who first produced and used them: a different kind of recycling, but just as laudable.

* Gawad Kalinga, the livelihood program that founded and runs Human Nature Trivia: Before taking art education to TV, Alejandro was an art director at McCann, where he helped win a Clio in the early 1990s for Blue Diamond Nuts -- an even rarer achievement in those pre-internet days.

November - December 2015 | adobo magazine

SPOTLIGHT

THE WORK 62

Goodstein uses technology’s double-edged sword to revive a Chinese tradition it was slowly killing. words

MARJ CASAL

ike the black rhino, the blue whale, and the orangutan, ethnic crafts from around the world are being threatened to extinction. But instead of humans, technology is their greatest predator. In China, the 1,300-year-old practice of traditional embroidery by the Yi minority mothers in Yunnan is one such craft that is being threatened by modernization. The faster and more efficient needles of embroidery machines are starting to replace the wrinkled hands of the mothers. With these machines taking over, the mothers are losing their adobo magazine | November - December 2015

only source of income and are forced to leave their homes and the tradition behind to find a job that would feed their families’ mouths. To help them keep their jobs, and consequently, keep the tradition alive, Tencent, China’s largest Internet service portal and the China Woman’s Development Fund worked with independent agency network Goodstein to raise funds for the mothers using Tencent’s charity platform. Given such a brief, any agency would easily turn to a tearjerker ad which has been proven time and again to be the fastest way to a donor’s heart. But Goodstein had

something different in mind–for the mums to counterattack. Instead of rubbing salt into the wound, and exploiting the unfortunate situation of the Yi minority mothers and their craft, the agency thought of making the art that is as old as time, relevant again to the present generation. To do this, Goodstein paired the mothers with the most unlikely group for a session of embroidery– Beijing’s local metal heavy band Yaksa which in return, taught them how to rock and roll. “If their craft dies, a part of our culture dies with it,” said Hu Song, Yaksa’s Lead Singer, “That’s why we’ve decided to join the fight.” The adorable videos of the mums rocking it out with Yaksa and the heavy metal band punching needles into canvasses were rolled out across social media platforms. Their handmade products were also sold through a website (www. vimeo.com/138432482).

Shanghai local tattoo artist Wu Qi, who sees the mums’ craft as a form of handiwork not too different from what he does, designed t-shirts with the mothers’ handmaid embroidery. “We’ve created new patterns for the mums. Something that links their original culture with a modern lifestyle,” shared tattoo artist Wu Qi. “Our craft is similar, really. Mums use needles for embroidery, like me.” These, too, were sold in the website. Since the campaign rolled out in September, more than 1.2 million RMB or more than PhP 8 million has been raised. For the second wave of the campaign, Goodstein is inviting fashion labels and designers to join the cause. The agency is yet to find one but at least for now, the Yi minority mothers and the art of traditional embroidery live another day.

CAMPAIGN: Mum’s Counterattack AGENCY: Goodstein Georg Warga - Writer, Director Wednesday Chi - Client Service Maureen Sherrard - Creative Producer Oskar Zhang, Fuyang - Art Director Post Production by Attic Shanghai Social Media provided by Energy Source

November - December 2015 | adobo magazine

THE WORK

SPOTLIGHT

THE WORK

BOSOM BUDDIES SEVEN A.D. cheekily tackles female heart health with witty copy and caricatures.

here’s no arguing that women are wired to be tireless caregivers. But in the process of putting themselves last in line for the benefit of others, they end up neglecting themselves. Their own heart health suffers. Recent studies show that heart disease is one of the leading causes of death in women aged

adobo magazine | November - December 2015

40 onwards, though the good news is that once detected, heart disease can be managed or prevented with the help of a healthcare professional. In an effort to spread awareness, the Philippine Heart Association’s (PHA) Council on Women’s Cardiovascular Health launched an advocacy campaign called “Pansinin

Mo Naman Ang Puso Mo” Teeny Gonzales of Seven A.D., the agency that created the campaign featuring famous Pinays rendered as hearts, states: “The heart to heart campaign was actually launched around endMarch with a TVC featuring Vilma Santos’ heart. But of course voiced by the Star For All Seasons herself.”.

RAW

THE WORK 66

NEVER TOO EARLY The young do know how to have fun but thereâ&#x20AC;&#x2122;s some of them who find the time and space in their lives to lend a hand and channel their passion into giving hope to the less fortunate among us. Here are two social ventures and two advocacy campaigns spearheaded by young Filipinos and Indonesian twin sisters which we hope will inspire other young people to do the same.

Paul Orpiada KARAW CRAFTVENTURES

adobo magazine | November - December 2015

This young social and environmental venture has already won numerous start up competitions including the recent Bank of the Philippines Islands (BPI) Sinag Pitch. Karaw Craftventures is a simple school project which blossomed into a social enterprise with the aim to support and uplift the countryâ&#x20AC;&#x2122;s marginalized sectors. The moment of epiphany hit Paul when during an outreach activity in college, he got to talk to some prisoners from Naga City Jail. He

learned their heart-wrenching stories about their families and relatives who had forgotten about them so, in 2012, at 21 years old, together with two other friends Leciel Ramos and Alexis Tablante, they revived their college school project , Karaw Craftventures. Through the help of Naga City Jail inmates, they produce souvenir and fashion items like plush toys, key chains, bags, shirts, and shoes by upcycling scrap and waste materials from partner textile companies.

THE WORK

RAW

67 Tanglad and camote leaves for Bayani Brew are sourced from four farming communities which includes Bulacan and Tarlac ( Photo from Human Nature website)

Herxilia Protacio and Ron Dizon BAYANI BREW

Bayani Brew is the winner of the People’s Choice Award for getting the most number of “likes” on Facebook and one of the five finalists at the BPI Sinag Pitch. It is a social enterprise that’s hitting two birds with one stone. The all-natural drinks, launched in 2012, are concocted by the mothers of Gawad

Kalinga’s Enchanted Farm from recipes which were passed on from generation to generation. Apart from the goal to offer accessible healthy drinks to consumers, they also help farmers by using locally sourced ingredients and encouraging Filipino consumers to love and support their own.

November - December 2015 | adobo magazine

RAW

THE WORK 68

Gabriella and Giovanna Thohir BEKANTAN TWINS PROJECT

adobo magazine | November - December 2015

These sixteen-year old Indonesian twins are championing biodiversity by inspiring fellow youth and the public in Indonesia to conserve the endangered bekantans (proboscis monkeys). Gabriella and Giovanna have taken a crucial step in keeping the bekantans alive and with support from partners, colleagues, friends, communities, and the

media, their supporters say that their dream will soon become a reality. Through social media and an aggressive on ground campaign they gathered enormous support from their peers and the Indonesian media. They were recently honored as the 2014 ASEAN Champions of Biodiversity for their outstanding work.

THE WORK

RAW

Juan Portrait JUAN PORTRAIT

Juan Portrait is a Filipino organization of photographers, writers, professionals, students, and volunteers from every walk of life coming together to give back to the community through photography, workshops and other community-empowering events. It’s part of the global HelpPortrait movement and is one of the main drivers of the Help-Portrait Philippines movement. Expanding on this base, Juan Portrait aims to, not only use photography, but also the various skillsets that its

volunteers have to organize, fund, and eventually deploy communityenriching projects that either assist existing partner-projects or spur development through technology and professional expertise. Juan Portrait’s core project is the Community Frames in which members of the community are taught basic photography, after which cameras are loaned to the students for 40 days. Its culminating activity is an exhibit where the students’ photos are showcased and awarded

Cli-ann, 9 years old, was awarded Best Photographer during the Community Frames exhibit in Naguey, Atok, Benguet ( Photo by Ley Castillo)

November - December 2015 | adobo magazine

CREATIVE REVIEW

THE WORK 70

CREATIVE REVIEW

Good can be perceived in different ways. In this case, it can be perceived universally, or be off the mark for some. Our reviewers scrutinize these campaigns for social good. Donnah Alcoseba, OgilvyOne and Social@Ogilvy’s general manager, is an Ogilvy boomeranger. Outside of Ogilvy, she’s a contributing writer for international publications, teaches creative writing to high school students, and conducts language webinars.

Powerful use of technology to make part of the world a little better. I like how this extends to crowd-funding in order to sustain itself. Some brands don’t think about how the idea can live on after they’ve put out the very nice case study video.

adobo magazine | November - December 2015

Wain Choi is currently the Vice President and Global Executive Creative Director at Cheil Worldwide Inc. Wain also happens to have the distinction of being named one of Business Insider’s “50 Sexiest Advertising Executives Alive”. He isn’t sure why he got on the list but he suspects it has to do with his rigorous daily 5am fitness regime and his signature oneof-a-kind windswept hair.

‘EYE PLAY THE PIANO’ HAKUHODO KETTLE, JAPAN THE UNIVERSITY OF TSUKUBA’S SPECIAL NEEDS SCHOOLS

It’s great to see VR technology being used for more than just for gaming and entertainment. This goes beyond and enables individuals with physical disabilities to do things that they could only dream about. A touching film.

I really wanted to like this concept but something tells me the case study film is much better than the actual idea.

Taking the humor-approach for taboo topics can be risky, but it seems to have worked well for this. While I like the idea of busting myths strongly rooted in culture, it wasn’t clear how much resistance there really was to begin with.

THE WORK

CREATIVE REVIEW

‘TOUCH THE PICKLE’ BBDO INDIA P&G/WHISPER

When Matt Damon speaks we should listen. But I am afraid there’s no idea here.

The campaign intent is great, but can come off inauthentic, because of Matt Damon’s extended walking-bythe-river shots. His talking points also tends to oversimplify the issue of lack of clean drinking water.

‘BUY A LADY A DRINK’ MOTHER, LONDON STELLA ARTOIS

One of my favourite concepts this year. An idea that challenges all of us to rethink the stereotype against girls. Well done.

Significant and meaningful. I like how they demonstrated the contrast between kids’ and older people’s perception of what it means to do things “like a girl”.

#LIKEAGIRL LEO BURNETT CHICAGO, TORONTO AND LONDON OFFICES P&G/ALWAYS

November - December 2015 | adobo magazine

CREATIVE REVIEW

THE WORK

A great insight to who we listen to. It reminds all of us that loved ones are at stake when we speed. A simple visual we all look at when driving. Good thing this creative was done before the VW fiasco.

Understanding people’s motivations for safety and using technology to change that behavior is brilliant. It may be difficult to scale this.

‘REDUCE SPEED DIAL’ COLENSO BBDO, AUCKLAND VOLKSWAGEN

A great demonstration to show what these women have to go through daily just to have clean water during a marathon run. We run because we choose to but for them it’s life or death. If we are not moved by this nothing will.

A simple, yet meaningful piece of work. Developing market problems like traveling far for water seem intangible and remote until you put it in the context of a familiar situation.

‘THE MARATHON WALKER’ OGILVY & MATHER, PARIS WATER FOR AFRICA

It’s trying to squeeze out an emotion where there’s none.

I like the thought that clean clothes signifies being cared for, therefore empowering one to aspire for more. I felt that this narrative was overwhelmed by the brand mentions and functional benefit, which made this come off as an oversell rather than the powerful story that it could have been.

‘ROWENA’S 1 WASH CLEAN STORY’ ACE SAATCHI & SAATCHI PHILIPPINES P&G/ARIEL

adobo magazine | November - December 2015

I am a huge fan of Manny. This brand truly understands the needs of the people and captures their passion through their national hero. This is one way to become a loved brand.

It’s difficult to understand the brand’s role here. I wish the story-telling explained better the relevance of what was done, beyond what seemed to be a sponsored live telecast.

THE WORK

CREATIVE REVIEW

‘ISLAND’ BBDO GUERRERO, PHILIPPINES PRU LIFE UK

This is another example of using the latest technology to enhance one’s life. It exemplifies the usage of smartphones to protect one’s physical well being. This is especially relevant to women in Turkey where gender inequality still exists. With this technology, every woman has access to help when they need it. Great technology made meaningful.

There is a lost opportunity to showcase the real stories of the women saved. Work that improves lives should be measured beyond the number of times the app was activated.

‘BETWEEN US’ Y&R TEAM RED ISTANBUL VODAFONE

November - December 2015 | adobo magazine

THEN AND NOW

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CATCHING THE NEXT WAVE OF FILIPINO KOMIKS Stories, visuals and the way we see Pinoy komiks – It’s all undergone a sea change. words

PAOLO HERRAS

genius who loses brain cells when she falls in love. A senior citizen develops superhuman strength in order to carry the pressures of surviving the daily grind. A thirteen year old girl experiences her sexual awakening. These are just a few of the many stories that local comics creators are now telling as they change the landscape of Filipino comics. By now, many readers are familiar with Trese, Mythology Class, Zsazsa Zaturnah, and Kikomachine. These komiks superstars are easily available in major bookstores. But for the rest of the hundreds of indie comics creators, they have to catch the next wave of local comics events such as the KOMIKET and the Komikon in order to release their next work. Although some komiks are available on digital platforms, and a majority of the comics have their own Facebook pages and Instagram accounts, the printed form is still the best and only means for artists and authors to profit from their creations and encourage them to continue their craft. While for komiks readers, getting a printed copy is like acquiring affordable artworks and collector’s items. These limited edition copies range from Php 75 to Php 450, where readers can also get a chance to meet, greet and have their books signed and sketched by the authors. SUPERSTAR CREATORS

Now on its sixth book, Trese by Budjette Tan and Kajo Baldisimo is a guiding light for creators who are on the path of building their own adobo magazine | November - December 2015

stories. Connecting the problems of Filipino society to supernatural causes, Trese is the entry point for most komiks readers and Trese 5 is required reading by the Commission of Higher Education. After the critically acclaimed success of the musical of Kung Paano Ako Naging Leading Lady by Carlo Vergara, this comic book opened the possibilities of comics crossing to other creative platforms. Leading Lady is the tale of Mely, the maid of superhero team Fuwerza Filipinas, who inherits a ring that transforms her into a superhero after unfortunate events unfold. Despite working for Marvel Comics and pursuing a career in animation, senior creators Gerry Alanguilan and Arnold Arre instill the importance of producing local work. They leave behind a legacy to be enjoyed by all ages. Rodski Patotski: Ang Dalagang Baby is the story of a brilliant baby who grows up into a beautiful and intelligent lady with one flaw—she loses brain cells when she falls in love. The National Book Awards created the wordless category to properly categorize the work of Manix Abrera’s 14. Now, more and more creators are exploring the form and language of visual storytelling, not just in komiks, but also uplifting it into works of art as Abrera’s work was exhibited at UP Vargas Museum last August. NEW MOVEMENTS

Ian Sta. Maria and Russell Molina’s Sixty Six has changed the notion of super in the superhero genre. There are no aliens or magical items. This time, it’s the harsh circumstances of the life of a senior citizen that

makes him to be super strong. JP Palabon explores the comedic villain as hero in Ampon ni Satanas. Completely satire and full of laughout-loud humor, Palabon teaches good values through bad conduct like his previous work, Puso Negro. With the sudden popularity and thirst for local history, indie komiks La Historia by Maou Mao uses historical characters and sets them against the problems of everyday Filipino life. While Ang Subersibo by Adam David and Mervin Malonzo retells Jose Rizal’s Noli Me Tangere and El Filibusterismo. As many creators go into conceptual and plot-based stories, some creators also venture forth into the personal space of the creator’s lives. Itch is Mich Cervantes’ first comic book, shares the pivotal moment of sexual awakening, normalizing and accepting what nay seem like an unspeakable part of life. Homeycomb is the true-tolife story of Elbert and Lorra Or and their everyday challenges and triumphs as a young married couple. Extra Rice by Ardie Aquino demonstrates the difficulty of going through daily darkness, with a simple solution: eat your feelings to survive. Nothing is too dark that his favorite food and extra rice cannot solve. All of Aquino’s short short and small small komiks are full of his playful humor and imagination. Filipino Komiks and graphic novels reflect stories of this generation, documenting a current search for roots, a desire to connect to a cultural identity despite being swallowed by global influences and using the power of laughter amidst harsh realities of everyday Filipino life.

THE WORK

THEN AND NOW

Ang Panday (Then) and Sixty Six (Now).

Darna (Then) and Zsazsa Zaturnnah (Now).

Bondying (Then) and Rodski Patotski (Now).

November - December 2015 | adobo magazine

ADOBO MAINCOURSE

THE WORK

CHRISTEL CLEAR Brandwatch Southeast Asia VP CHRISTEL QUEK served up food for thought at the adobo Main Course. words

SHANI TAN

rom beginning to end, Christel Quek kept her audience engaged at the Mind Museum when she served up lessons from social media in the adobo Main Course titled “From What, To So What, To Now What?” One of the most prominent figures in the digital and social media landscape, Quek’s wholeday workshop for professionals answered the question “where’s the ROI for my investment in social media?” Providing valuable answers as she presented more adobo magazine | November - December 2015

in-depth analysis to further utilize this dynamic digital platform beyond the number of followers and the volume of retweets. Currently serving as the vicepresident of Brandwatch, a fastgrowing social media agency ranked as the leader in the social media space, Christel made the audience pay attention as she pointed out how digital savvy folk can be the meteor and not the dinosaur—by being dynamic agents of change. The energetic Quek got everyone actively engaged when she pointed out how data sets the tone of the

online brand story. “You don’t have to be part of an orchestra to play a symphony,” she said, showing how mobile lifestyles have now changed modern people, quipping at some point later in the day that 97% of people check their phones in the morning before brushing their teeth. “Mobile is not a watereddown version of the Internet,” Christel emphasized, indicating how marketers are now moving on from social breadth to social depth, and app notifications are the new way of engagement. Great campaigns are no longer enough,

THE WORK

ADOBO MAINCOURSE

An engaged audience at the Mind Museum hangs on Quek’s every word.

Quek claims, but consistent ones that sustain brand conversations as the ones that win the war. Interestingly, the fact that people aren’t talking about a particular brand 95% of the time presented a challenge and opportunity—as this so-called “whitespace content” can be a venue where brands can increase their presence. Nevertheless, Quek advises in effective social listening tools, as clients will ask for numbers—evidence and analytics—sooner or later.

The wild-maned Quek also indulged in a bit of hair-splitting as she illustrated the difference between an influencer and a brand advocate. The former, according to her, is considered a passion point or thought leader. A brand advocate, on the other hand, may not have a huge following but love the brand— and these people should be what marketers and creatives should look for. “Don’t sit around,” she counsels. “Go to where they are.” With these newfound skills, attendees may be able to realize their social media ROI through

saved money, protected assets, or new revenue streams—learning how to harness artificial intelligence, be influential, take action, and realize their ROI with the right investments by staying on the right digital pulse. As her parting advice, Quek told all the Main Course participants “don’t ever post anything on social media that you don’t want to see on the newspapers.” Giving the creative and brand marketing community fodder for their professional life, adobo magazine continues to serve fresh fare, hot off the latest trends. November - December 2015 | adobo magazine

Call for entries

in partnership with

www.adobodesignawards.com 27 FEBRUARY 2016

Deadline for submission of entries

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080 082 084 086 090 094 096 097 098 099 100 101 102 103 104

Convergence and coalescence BBDO wins Spikes Asia 2015 Network of the Year TBWA\Santiago Mangada Puno’s winning streak continues Spikes jury comments Grand Prix Winner showcase The Philippines Winner showcase There’s no stopping the red dot All eyes on Cheil Worldwide’s ‘Look at Me’ Spikes Asia – Young Creative Academy Content that Matters Creativity in the Pre-Singularity Age Best job in the world When to trend shouldn’t be the #trend DDB Group Asia Pacific’s Vincent Laforet talks about his ‘Air’ project Spikes Snapshots

adobo’s Marj Casal, Ricardo Malit and EIC Angel Guerrero’s coverage of Asia’s most significant festival of creativity in Singapore, Spikes Asia 2015

November - December 2015 | adobo magazine

SPIKES ASIA 2015

THE WORK

CONVERGENCE AND COALESCENCE Merging tradition and innovation at the biggest creative festival in Asia.

adobo magazine | November - December 2015

THE WORK

SPIKES ASIA 2015

‘Look at Me’ by Cheil Worldwide wins the Grand Prix for PR and Mobile.

t was a hazy three days in Suntec City. Singapore was currently suffering from the effects of the forest fires in the neighboring country, Indonesia. But in the gathering of creative minds at the Spikes Asia Festival of Creativity in Suntec Convention Center, one thing was clear–the world is changing faster than it ever was and there’s nothing we can do but to keep up. “Everything is changing so rapidly. The world is dealing with multi-platform problems and changes,” said Lions Festivals Chairman Terry Savage. The festival welcomed new wave ideas and artificial intelligence by having Pepper the robot over and having various speakers from Google, Twitter, Facebook, YouTube and other digital agencies and units to talk about disruptive marketing and creating engaging content in a post-digital age. David Mellor of Framestore pictures the potentials of virtual reality while Simon Gosling of Happy Finish tackled future opportunities for brands and marketers in one of the festival’s

full house Techtalks. On its second year, there was a slight drop in the number of entries for the Spikes Innovation category but with two powerful campaigns, “Life Saving Dot” that provided bindis that double as iodine patches to prevent Indian women from contracting diseases by Grey Group Singapore, and “Eye Play the Piano,” a project that created a universal piano that everyone, even those without hands and arms could play by Hakuhodo Kettle emerging as the only two winners. However, traditional advertising is clearly not planning to get left behind. From this year’s 4,351 entries, the competition has seen a particular growth in the Radio and Film Craft categories. “Spikes is the integration of all the things that is happening in the business–the traditional on one hand, and the new and changing on the other and it’s the sort of event that you should have to be at to actually keep up with what is happening in this dynamic and ever-changing world that we live in,” enthused Savage. November - December 2015 | adobo magazine

SPIKES ASIA 2015

THE WORK

BBDO WINS SPIKES ASIA 2015 NETWORK OF THE YEAR Merging tradition and innovation at the biggest creative festival in Asia

ndeed, BBDO went home big after taking home the Spikes Asia Festival of Creativity 2015 Network of the Year award during the annual AsiaPacific festival held in Singapore. This is the second year running that the network was crowned with the prestigious special award. BBDO also held the title in 2012 before McCann Worldgroup took it from them in 2013. Its New Zealand office, Colenso

adobo magazine | November - December 2015

BBDO, which was appropriately named the Agency of the Year, won the Digital Grand Prix for its campaign, ‘Reduce Speed Dial’ for Volkswagen. This safe driving campaign also won a gold under Direct. The agency also bagged a gold Spike for Mobile for their work, ‘Pedigree Found’ for Mars, and another for Direct for the campaign ‘$hred’ for Bank of New Zealand. Clemenger BBDO also contributed to the network’s metal

THE WORK

SPIKES ASIA 2015

83 1

1. Grand Prix, Volkswagen ‘Reduce Speed Dial’ by Colenso BBDO. 2. Gold, Mars ‘Pedigree Found’ by Colenso BBDO.

3. Gold, NZ Transport ‘Tinnyvision’ by Clemenger BBDO. 4. Gold, Master Kong ‘Endless Love Song’ by BBDO China.

haul after winning three gold Spikes under Branded Content and Entertainment for ‘Tinnyvision’ drug driving campaign using Snapchat for NZ Transport. BBDO China also bagged a gold for Master Kong ‘Endless Love Song’ under the same category. Meanwhile, Thai indie digital agency CJ WORX was awarded the Independent Agency of the Year after winning six metals including five silvers and 1 bronze

for their ‘Kick The Bag Project” to showcase American Tourister’s durability which landed the brand the title “The Most Kicked Bag”. The Spikes Palm award, a recognition given to the most awarded Production Company in the Film, Film Craft, and Branded and Content Entertainment categories, was given to morimori, Tokyo. Some of their works include Honda and OK GO’s music video “I Won’t Let You Down”. November - December 2015 | adobo magazine

SPIKES ASIA 2015

THE WORK

TBWA\SANTIAGO MANGADA PUNO’S WINNING STREAK CONTINUES Leo Burnett Manila, BBDO Guerrero, The Campaign Palace Manila and Ace Saatchi & Saatchi scoop silver Spikes.

t’s the tail end of the year but TBWA\Santiago Mangada Puno’s vetiver project, ‘Hana Water Billboard’ is not yet done sweeping metals locally and internationally. Leading the Philippine agencies in the Asian counterpart of Cannes Lions International Festival of Creativity, TBWA took home a total of four metals, three of which, (one silver and one bronze for Media, and another bronze for Outdoor) went to the award-winning floating billboard. The agency also nabbed a bronze Spike under Outdoor for its newcomer campaign, ‘Ramen Season’ for Tokyo! Tokyo!. Another campaign that has been scooping awards this year is Leo Burnett Group Manila’s ‘McTollbooth’, a campaign that turned an ordinary tollbooth to a McDonald’s drive thru that not only paid for toll fees but gave away coffee and breakfast muffins to early morning motorists. It was awarded with one silver Spike for the Promo and Activation category, one bronze

adobo magazine | November - December 2015

for Media and another for PR. Asia-Pacific ADFEST 2015metal winner ‘Jasmine’ by Ace Saatchi & Saatchi emerges again after winning a silver Spikes for Branded Content and Entertainment. A new campaign by BBDO Guerrero, ‘Island’, for Pru Life UK that let the residents of Bantayan Island watch the historic fight between Manny Pacquiao and Floyd Mayweather Jr., also picked up a silver for the Branded Content. Another silver winner was a billboard that car enthusiasts can test drive which was a collaboration between The Campaign Palace Manila and Y&R Singapore for Land Rover. J. Walter Thompson Manila’s ‘#AllergicAkoSa’ and Dentsu Philippines ‘5 Percent’ each got a bronze spike for Healthcare and Outdoor respectively. The Philippines may not have snatched a gold this year but with a total of 12 Spikes, team PH was able to outperform last year’s six metal haul.

THE WORK

SPIKES ASIA 2015

1. Media Silver, Media Bronze, Outdoor Bronze Shokobutsu Hana ‘Hana Water Billboard’ TBWA\Santiago Mangada Puno 2. Branded Content and Entertainment Silver Pru Life UK ‘Island’ BBDO Guerrero 3. Promo and Activation Silver, Media Bronze, PR Bronze McDonald’s ‘McTollbooth’ Leo Burnett Group Manila November - December 2015 | adobo magazine

SPIKES ASIA 2015

THE WORK

SPIKES JURY COMMENTS

DIRECT AND PROMO & ACTIVATION

DESIGN

INNOVATION

CREATIVE EFFECTIVENESS

Nils Anderson President and Chief Creative Officer TBWA\Greater China

Yoshihiro Yogi Creative Director Dentsu Inc., Japan

Ben Cooper Group Innovation Director M&C Saatchi Australia

Nick Garrett Chief Executive Officer Colenso BBDO, New Zealand

I think we were the hardestworking jury, if I can say that. 500 entries, 500 case studies–a lot to go through. It’s interesting in some ways, this is the category, that a few years ago, was among the least interesting areas but now in the advent of new media, it’s suddenly the center of everything. So, that was fascinating.

I think design is the most exciting category. The small pieces like business cards and big projects that are turning to social issues, they are all on the same table. What we looked for is how well and how beautiful the designs have embodied the brand philosophy and how it reached out to people. Design is a bigger concept than advertising, and it’s something for everyone.

It’s a privilege to meet the creatives and have that moment when they share their work with you and then we get to do a Q&A which I thought was quite daunting at the time. But the great thing was the jury was delighted in what we’re working for, and it made the process much better. So, we went through the work and enjoyed every part of it.

The fact that we were probably the smallest jury and had the least number of entries, we had to evaluate counter to the scale of importance, we actually needed a moment to link creativity with effectiveness. With that in mind, our focus went to small scale and pro-bono work. There was a huge push towards great brand thinking and huge tangible results. It’s worth acknowledging that the Grand Prix picked itself and it was actually daylight between that and anything else.

adobo magazine | November - December 2015

THE WORK

SPIKES ASIA 2015

FILM CRAFT

HEALTHCARE

BRANDED AND CONTENT ENTERTAINMENT

Peter Grasse President Curious Film, Australia

Valerie Pinto Chief Executive Officer Weber Shandwick, India

Vineet Viyayraj Thapar SVP, Creative Digital Health LifeBrands, UK

Emily Bull Founder, Executive Producer Hellofuture.tv, Australia

I was both inspired and impressed with the dedication to film craft that I saw from the filmmakers, from the agencies and from clients in this region. The craft is such an important part of the process and this region shows that probably better than most.

We really looked for storytelling with a long tail approach to it and we looked for campaigns that impacted lives more than anything else.

I think we were the most joyous jury. We had an incredible amount of really great work in front of us to go through. What’s really lovely is I’m seeing so much health work that has been done and was not actually a part of the healthcare category. It is absolutely incredible to see brands stepping up to the plate and crafting platforms that deliver great, enduring value across the five pillars that affect the human condition–food, shelter, health, hope and sex.

We had such a great time doing such fantastic work. We had such an amazing jury from such a diverse background. We really left no sticky note unturned. A particular point to mention was the amazing work in the fiction category. It was so nice to see the amazing fiction work this year.

November - December 2015 | adobo magazine

SPIKES ASIA 2015

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DIGITAL AND MOBILE

FILM, PRINT, PRINT & POSTER CRAFT AND INTEGRATED

Wain Choi Global Executive Creative Director Cheil Worldwide The quality of work is very, very high. Coming from Cannes, One Show and D&AD, you’re looking at pretty much very similar work or same entries over and over again. No real surprises, I’ve seen most of this stuff from the previous shows so I think it’s similar work but what I’ve noticed, I judged Spikes three or four years ago, it’s no longer second tier. Anything that wins here is going to have a good chance winning any other show outside of Asia.

MEDIA

OUTDOOR AND RADIO

Matt Eastwood Worldwide Chief Creative Officer J. Walter Thompson, Global

Nick Waters CEO, Denstu Aegis Network Asia Pacific

Marcus Rebeschini Chief Creative Officer Y&R Asia, Asia Pacific

It’s funny that the one trend that was huge this year was that there was a lot emotion in all the work particularly from countries like Thailand and Malaysia, the very highly emotional, tearjerking work. There are a lot of work about motherhood and parenthood, a lot of work supporting single mothers, the importance of mothers in society. I think that’s very much a cultural nuisance within Asia. The other nice thing was there was some really strong humor and you can always rely on countries like Japan to do something just so crazy.

There were two noticeable themes amongst the award entries at this year’s Spikes - one geographic and the other a craft theme. Geographically, the best quality entries were skewed to Australia and New Zealand, and Japan and Korea. China and India should both be heavyweights, but did not deliver as strong a showing as should be expected, and Southeast Asian markets have not yet found consistency in quality of offering. From a craft perspective this felt like something of a pivotal year. We have long been using new technology and devices to distribute messaging. But what was a delight to see was the ability to use new technologies to create emotion and empathy with audiences. Standing at the intersection of data, technology and creativity it is great to see the human element transcending cold functionality.

For some, radio has come to represent the traditional and boring. But the fact is, people spend an average of nearly three days straight waiting at traffic lights over a year. That’s a lot of radio time, and a lot of potential to reach your audience with a fresh voice. Radio needs to be seen and heard from a new angle, and this year’s winners demonstrate why the word innovation exists.

adobo magazine | November - December 2015

SPIKES ASIA 2015

THE WORK

GRAND PRIX WINNER SHOWCASE

BRANDED CONTENT AND ENTERTAINMENT

DIRECT

Uni President ‘House of Little Moments’ ADK Taiwan

3AW ‘It’s Your Call’ Whybin\TBWA Group Melbourne

DESIGN

DIGITAL

Sky History ‘The Unforgotten Soldier’ DDB Group New Zealand

Volkswagen ‘Reduce Speed Dial’ Colenso BBDO

adobo magazine | November - December 2015

THE WORK

SPIKES ASIA 2015

MEDIA

INNOVATION AND OUTDOOR

Tiger Air ‘Infrequent Flyers Club’ McCann Melbourne

Talwar Bindi ‘Life Saving Dot’ Grey Group Singapore

MOBILE AND PR

PROMO AND ACTIVATION

Samsung ‘Look at Me’ Cheil Worldwide

BMW ‘Reverse April Fools’ DDB Group New Zealand

November - December 2015 | adobo magazine

SPIKES ASIA 2015

THE WORK

GRAND PRIX WINNER SHOWCASE

PRINT Unilever ‘Rural/ Urban’ Lowe Indonesia

PRINT AND POSTER 3M Singapore ‘Minestrone Soup’ / ‘Olive Oil and Balsamic Vinegar’ / ‘Sangria’ Lowe Singapore

adobo magazine | November - December 2015

THE WORK

SPIKES ASIA 2015

CREATIVE EFFECTIVENESS

FILM

Hindustan Unilever India ‘From Dark to Connectivity’ Lowe Lintas

Changyou ‘Mother’ Saatchi & Saatchi Hong Kong / Del Campo Saatchi & Saatchi Madrid

FILM CRAFT

INTEGRATED

Mumbai Mirror ‘I Am Mumbai’ Taproot Dentsu / Ramesh Deo Productions

SPC Ardmona ‘#MyFamilyCan’ Leo Burnett Melbourne

November - December 2015 | adobo magazine

SPIKES ASIA 2015

THE WORK

THE PHILIPPINES WINNER SHOWCASE

MEDIA SILVER, MEDIA BRONZE, OUTDOOR BRONZE Shokobutsu Hana ‘The Vetiver Project’ TBWA\Santiago Mangada Puno

OUTDOOR BRONZE Tokyo! Tokyo! ‘Ramen Season’ TBWA\Santiago Mangada Puno

PROMO AND ACTIVATION SILVER, MEDIA BRONZE, PR BRONZE

BRANDED CONTENT AND ENTERTAINMENT SILVER

McDonald’s ‘McTollbooth’ Leo Burnett Group Manila

TV5 ‘Jasmine’ Ace Saatchi & Saatchi

adobo magazine | November - December 2015

THE WORK

SPIKES ASIA 2015

BRANDED CONTENT AND ENTERTAINMENT SILVER

Pru Life UK ‘Island’ BBDO Guerrero

Land Rover ‘The Test Drive Billboard’ Y&R Singapore / The Campaign Palace Manila

HEALTHCARE BRONZE

OUTDOOR BRONZE

Benadryl ‘#AllergicAkoSa’ J. Walter Thompson Manila

Yamaha Motors ‘5 Percent’ Dentsu Philippines

November - December 2015 | adobo magazine

SPIKES ASIA 2015

THE WORK

THERE’S NO STOPPING THE RED DOT Sharing the double grand prix coterie with Cheil Worldwide is Grey Group Singapore’s ‘Life Saving Dot’.

he iodine patches by Grey Group Singapore took home two of the biggest awards during the Spikes Asia Festival of Creativity, scooping the Grand Prix for the Outdoor and Innovation categories. The campaign aimed to provide Indian women with the sufficient iodine supplement they need to prevent them from catching diseases like breast cancer, fibrocystic breast disease and complications during pregnancy. To do this, they used a simple element that almost every woman in India wears–a bindi, an Indian forehead art. Grey for Good, Grey Group Singapore’s philanthropic arm, together with NGO Neelvasant

Medical Foundation and Research Center produced iodine patches in the form of a bindi known as the ‘Life Saving Dot’. “Iodine deficiency disorder is a major nutritional problem and the Life Saving Dot is a simple, yet innovative preventive measure to a widespread problem in rural India. This program can easily be extended to reach a larger population of women in India who need this vital mineral for a healthier life,” said Ali Shabaz, Chief Creative Officer of Grey Group Singapore. Since mid-March, the Life Saving Dot has been distributed to Badli village (near New Delhi), Niphad- rural (Maharastra), Peth-tribal (Maharastra), and Kopergaon/Sinner (Maharastra).

adobo magazine | November - December 2015

Innovation and Outdoor Talwar Bindi ‘Life Saving Dot’ Grey Group Singapore

ALL EYES ON CHEIL WORLDWIDE’S ‘LOOK AT ME’ This Samsung campaign did not only win the hearts of the families of children with autism but as well as two of the festival’s top awards.

INGAPORE – Cheil Worldwide’s campaign ‘Look at Me’ for Samsung was easily one of the biggest winners during the Spikes Asia Festival of Creativity 2015. On top of the gold, silver, and bronze Spikes across the categories, the campaign was awarded a double Grand Prix for the PR and Mobile categories. Through this campaign, the agency, together with professors, doctors and UX designers developed an application that would help children with autism make eye contact with people, especially their loved ones. This was based from studies that children with autism like to interact with digital devices. In the app, installed in a Samsung camera phone, are seven scientifically-produced missions that will help the children make eye contact, read facial expressions, and express their emotions while playing. Sixty percent of the children who tried the application showed improvement and were able to identify emotional expressions more easily while more mothers’ hearts jumped with joy that finally, what used to be impossible is now possible. This campaign also won Asia’s only Gold Lion in Cyber at the recently concluded Cannes Lions 2015, Gold Pencils at Clio and more Pencils at D&AD.

THE WORK

SPIKES ASIA 2015

Mobile and PR Samsung ‘Look at Me’ Cheil Worldwide

November - December 2015 | adobo magazine

SPIKES ASIA 2015

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SPIKES ASIA – YOUNG CREATIVE ACADEMY JEREEK ESPIRITU, De La Salle University – Manila

fter more than a thousand minutes of inspiring talks from the industry’s critically-acclaimed figures, comprehensive seminars, thorough workshops, and an exhibition of the region’s best works, individuals who became part of the most-awaited celebration of creativity in Asia Pacific, Spikes Asia, surely left the place with a tank full of ideas. Being a participant of the festival and a delegate of the Young Creative Academy, just the thought of reliving that surreal experience overwhelms me up to this day. My mind is still baffled and at the same time dumbfounded. Whatever the case is, join me as I round up three key lessons I have picked up at Spikes:

1. BE A THINKER - If the United States of America has US Dollar, and the Philippines has Philippine Peso, then in the creative communications industry, what is its currency? Thinking. In the industry, there’s nothing more valuable than the ability of the person to think creatively and differently. It widens your perspective that lets you see more things you normally wouldn’t notice. It allows you to look and analyze at different angles, providing you more understanding at the issues in hand. Being a thinker does fill the bill in the industry.

adobo magazine | November - December 2015

2. YOU ARE A WORKIN-PROGRESS - It is a sign of danger when one feels contented with his own work. Never be at ease when you try to evaluate your book. As what SP Ong, Executive Creative Director of Cheil Hong Kong, shared, persistently strive to be better than you were yesterday since it manifests on you. Without stopping, aim to work around your portfolio and build on it as it tells who you are, what you have done, and potentially where you are heading.

3. TELL AN ENGAGING AND SIMPLE STORY - What do those award-winning campaigns have in common? Most possess an idea that is simple and can captivate the hearts of the people. During the entire festival, the words “simple”, “engaging”, and “storytelling” are prevalent. This tells that people want to be engaged and told a story. Backed by powerful insights, storytelling leaves a much more impact to the audience when it draws an emotional response to them. An ad is not trying to convey a message that is like a scientific theory. Instead, it communicates a clear and direct idea that people can understand in a matter of seconds. The aim is to be succinct.

SPIKES ASIA 2015

THE WORK

CONTENT THAT MATTERS Comedy group All India Bakchod shares how they went through the digital backdoor to let their restricted content in.

99 ‘It’s Your Fault,’ a satirical video about the issue of rape in India.

n India, not many comedians have the platform where they could broadcast their shows. With India’s strict cultural and religious background, it wasn’t really possible to air satirical shows mocking the government or tackling the country’s social issues on mainstream media such as the television. So for comedian Gursimranjeet Singh Khamba and his team All India Bakchod, YouTube was the perfect platform to air their funny voices, “YouTube in India has started shaping public opinion. They get content that’s different from mainstream media.” But All India Bakchod doesn’t just create these videos to make people laugh, they also do this to bring to light certain social issues surrounding India. For one of their videos, they tackled the least talked about issue in the country– rape. According to Khamba, in India, instead of helping rape victims, the public and even the authorities blame them for the act. So, what All India Bakchod did is create a satirical video demonstrating the various blames that are being thrown to rape victims, from the kind of clothes they wear to more exaggerated factors including the very existence of women. This video that was translated to five languages quickly got viral. Not surprisingly, it garnered more views from other

‘Save the Internet,’ tackles the right of Indians to have equal Internet access.

countries than India itself. Another hot issue in India is net neutrality which calls for the Internet access to be available, with the exact same speed, to everyone. It also rallies the freedom of Internet users to access whatever content they want from the worldwide web. Since mainstream media couldn’t care less about net neutrality, Khamba and All India Bakchod, again, took the matters to their hands and made a video about it so people can help in spreading the battle cry: ‘Save the Internet’. The video tried to get the message

across to the younger segment of India who are consuming less content from the mainstream media and more from the Internet. “There is potential in using Youtube as a platform to create social engagement and to reach out to younger people who share the same sentiment and feelings about issues,” added Khamba. Since they joined in 2012, All India Bakchod’s YouTube channel already has more than 1.3 million subscribers and is still actively producing videos using comedy and tragedy. November - December 2015 | adobo magazine

SPIKES ASIA 2015

THE WORK 100

CREATIVITY IN THE PRE-SINGULARITY AGE Should we be afraid of an A.I. takeover?

ith the evolution of technology changing the landscape of advertising communications, content is now produced in real-time and information is ingested in large quantities. Technology has provided virtually infinite methods of communication. With the dawn of this new age, what seemed like an Asimov sci-fi novel is now getting closer to becoming reality. When technological singularity occurs, will creativity come to a full stop? Will humans become obsolete? ECD of Dentsu, Inc. Tokyo Yasuharu Sasaki presented at Spikes Asia three robots that prove that technology is only a tool for creativity and utility. “Technology only makes sense when it makes people happy”, said Sasaki. The first robot he presented was Pepper, an AI robot created for Japanese mobile phone operator Softbank Mobile.

Pepper doesn’t clean or cook – he is designed to be a social robot. He can converse with you, recognize and react to your emotions, move and live autonomously. Pepper is an intuitive robot that can detect emotions through facial recognition and voice. When he hears you burst into laughter, he knows you are in a good mood. He also detects your sadness when you frown. The next robot that they presented was Matsuko-Roid based on a Japanese TV host Mastuko Deluxe, designed by Dentsu and robotics expert Professor Ishiguro. Matsuko-Roid was designed to look approximate to the original in the way it looks, talks and its facial expressions. Matsuko-Roid has boosted the celebrity’s popularity. After the episode has aired, the demand for the appearance of both celebrity and celebrity-bot went up. The robot is a celebrity in its own right, and has appeared

in fashion magazine Nylon. The final robot that Sasaki presented was Motoman-MH24 in the Yasakawa Bushido Project campaign. It illustrates the possibility of what the Yasakawa Electronics’ industrial robot can do. The robot arm “learned” Kendo from master swordsman Isao Machii, a modern day samurai and the holder of 5 Guinness World Records for slicing stuff, using motion tracking and was pitted against the master in an exhibition of technique. Dentsu has developed AI that holds potential role in creativity in a technologically advanced future. “The more technology develops, the more the importance of creativity will increase,” said Sasaki. Skynet will not happen according to Sasaki. He closed the talk by saying, “As long as we continue to strengthen our creativity for a better future, we will not be taken over by AI.” We have nothing to fear.

Pepper the Robot Aldebaran Robotics and SoftBank Mobile

Matsuko-Roid Dentsu, Inc. Tokyo and Professor Ishiguro

Motoman-MH24 Yaskawa Electric Corporation

adobo magazine | November - December 2015

SPIKES ASIA 2015

THE WORK

BEST JOB IN THE WORLD Curating playlists for a living? Sounds good!

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alking the chihuahua, #WalangPasok, #Hugot, Songs to Sing in the Shower playlists–do you sometimes wonder whatever happened to the simple sorting of music into genres like jazz, rock, punk and R&B? For people who religiously use the famous music-streaming app, Spotify, you are very well familiar with these ultra specific and targeted playlists that you yourself would have come up with. We asked Spotify Managing Director Sunita Kaur and she pointed her finger to the people who they call the “music journalists” whose job role is to listen to music all day, curate them and create these sets of playlists that we now know.

But don’t get Spotify wrong, these music journalists don’t come up with playlists on a whim, these are based on the data and trends in every country’s listening habits. “We look at a specific country, for example, the Philippines. We will see what’s trending in terms of music. We will also see what’s trending based on, perhaps, the weather or special occasion,” said Kaur. According to Kaur, music fans are starting to look for music based on actual moments and no longer based on genres, be it a party, a rainy night in, a spring cleaning day, or a heartbreak. Following Apple’s mantra, “there’s an app for that”, for every moment, Spotify would like to have a playlist for that. “That’s what we’re seeing and that’s what we’re going to continue to push at,” added Kaur. November - December 2015 | adobo magazine

SPIKES ASIA 2015

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WHEN TO TREND SHOULDN’T BE THE #TREND Contrary to popular belief, becoming a Twitter trending topic is not always a measure of success.

ocial media and community managers are not at all strangers to such a request: “I want this or that to be trending topic.” But according to Twitter brand strategy lead, Steve Kalifowitz, smart brands would have known by now that that’s not just the way it works. “It makes sense that a lot of brands want to be a trending topic but the more powerful thing is when you’re speaking to the right audience and at the right time about what they’re interested in and that might not be everyone in the

country,” explained Kalifowitz. Kalifowitz gave McDonald’s Philippines’ as a perfect example of a brand who knows how to use the power of Twitter, leveraging on national events like the historic fight between Manny Pacquiao and Floyd Mayweather Jr. “They sought to capture the feeling of a nation when Manny lost but at other times they just need to go talk to a certain segment, it’s moms maybe suggesting that they get a happy meal. At times it might be young adults or out late at

adobo magazine | November - December 2015

night on a weekend, telling them to come to McDonald’s. It doesn’t need to trend.” The sooner the brands realize and understand the correct way of optimizing this social networking site, the better their performance and impact on Twitter will be. “It’s really the heart of the talk about the power of now is reaching the right person at the right time in the right way, in the right manner and that’s the thing that Twitter can really help you do,” said Kalifowitz.

Steve Kalifowitz, Brand Strategy and Advocacy Lead, Twitter APAC and MENA.

SPIKES ASIA 2015

THE WORK

DDB GROUP ASIA PACIFIC’S VINCENT LAFORET TALKS ABOUT HIS ‘AIR’ PROJECT The childhood dream that flew him to the peak of his career.

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fter taking the Inspiration Stage at the Spikes Asia Festival of Creativity, adobo sat down with DDB Group Asia Pacific Director, global filmmaker, Pulitzer prize-winner and former staff at The New York Times, Vincent Laforet to talk about his groundbreaking ‘Air’ project. “This is the most organic project I’ve worked with, it’s almost a mistake. I don’t shoot many stills at all anymore and the fact that I spent a year shooting stills is very surprising for me,” shared Laforet. Laforet’s ‘Air’ project features a series of aerial photos taken from 7,500 feet above New York and other cities around the world, the first person ever to take on this form of photography. It all started when his photographs received phenomenal feedback on Storehouse, an online platform for photos and stories, “The reaction to these photographs was so strong that it almost felt wrong not to follow the project through and the next thing you know, after about a month, I’ve decided to go and do a year-long project and eventually a book.” Laforet told us that he has always wanted to shoot photos from a high altitude since he was 15 years old. “I waited 20+ years to do this, and the technology came along and allowed me to do it. It’s very simple,” he said. “Sometimes you come up with wonderful ideas, sometimes you just have some simple concepts that lead to much bigger ideas. Life has a funny way of showing you the way.”

Vincent Laforet, Director, DDB Asia-Pacific.

November - December 2015 | adobo magazine

SPIKES ASIA 2015

THE WORK

SPIKES SNAPSHOTS

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1. (L-R) Candice Iyog, Pat Go, Ronald Barreiro, and Merlee Jayme smile for the cameras. 2. 2015 PHYoung Spikes Marielle Nones, Rod Marmol with Kulas Abrenilla, last yearâ&#x20AC;&#x2122;s Young Spikes Gold. 3. Terry Savage, executive chairman of Spikes Asia, pauses for a we-fie with Angel Guerrero 4. Taking a moment with Matt Eastwood at the Press Centre. 5. With Carol Lam (L) and Kitty Lun (R) at the Mullen Lowe hosted cocktails.

adobo magazine | November - December 2015

SPIKES ASIA 2015

THE WORK

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6. The DM9 JaymeSyfu crew having a ball. 7. Tom Doctoroff (R) and a friend. 8. (L-R) Rupen Desai, Joji Jacob, and Tay Guan Hin enjoy a break. 9. Erick Rosa and his little girl. 10. Team adobo celebrates their successful coverage of Spikes.

November - December 2015 | adobo magazine

CLIO AWARDS 2015

THE WORK 106

NO BALONEY CLIO 2015 winners were 100% creative and effective

he 56th annual CLIO Awards concluded last October in New York City, with emcee Alec Baldwin’s comedy cutting through the tense yet electric atmosphere. It is, after all, known as the “Oscars of advertising.” “In the age of Donald Trump,” joked Baldwin, “This is horseshit’s heyday.” In his opening remarks, he added. “It’s only a matter of time before marketers begin sending us branded dick pics.”

There were no branded willies in the year’s Clio, billed to be one of the most difficult according to CLIO President Nicole Purcell and it was clear with the 14 Grand awards that to be cream of the crop meant that the work has to have heart and be as nimble as the digitalsavvy audiences it serves. Cannes Titanium Lion recipients like The Optus Clever Buoy by M&C Saatchi and the Grand Prix winner Emoji Ordering from Domino’s Pizza and CP+B were among

the winners but the most notable campaigns were the ones that focused on helping people. Burger King used its Whopper Burger to help combat homophobia while German non-profit Zentrum Demokratische Kultur (ZDK) had a charity walk to fight Nazis. Some campaigns were even bold enough to take on domestic violence against women like “Between Us” by Y&R Team Red and Vodaphone. Making that emotional connection is essential in any

campaign and among the strongest and memorable ones are ideas that make people laugh. The much talked about ‘Between Two Ferns’ interview between Zach Galifianakis and President Obama was one of the night’s big winners and featured an acceptance speech worthy of the win. Funny or Die’s Brad Jenkins took to the stage to accept the award, and suggested that the CLIO team ship the statue to 1600 Pennsylvania Avenue and its rightful owner.

THE BEST OF YEAR DIGITAL: M&C Saatchi, Sydney; Clever Buoy (Optus) BRANDED ENTERTAINMENT: Funny or Die, USA; Between Two Ferns with Zach Galifianakis: President Barack Obama (healthcare.gov) OUT OF HOME: TBWA\Media Arts Lab, USA; World Gallery (Apple) ENGAGEMENT/EXPERIENTIAL: Grabarz & Partner, Hamburg and GGH Lowe, Hamburg; Nazis against Nazis – Germany’s Most Involuntary Charity Walk (EXIT-Deutschland) INNOVATIVE: Grabarz & Partner, Hamburg and GGH Lowe, Hamburg; Nazis against Nazis – Germany’s Most Involuntary Charity Walk (EXIT-Deutschland) adobo magazine | November - December 2015

DIRECT: DAVID, Miami; Proud Whopper (Burger King) Integrated Campaign: Y&R Team Red, Istanbul; Between Us (Vodaphone) PRINT: Ogilvy & Mather London; It Happens Here (28 Too Many) Public Relations: M&C Saatchi, Sydney and Fuel Communications, Sydney; Clever Buoy (Optus) SOCIAL MEDIA: CP+B, USA, Emoji Ordering (Domino’s) AUDIO: F/Nazca Saatchi & Saatchi, Brazil; SoundLab Container (Leica Gallery São Paulo)

THE WORK

CLIO AWARDS 2015

107

Several years ago, the CLIO began to get more specific by honoring remarkable work in the healthcare and music industries.

CLIO MUSIC Jennifer Breithaupt, Global Head of Entertainment Marketing for Citi, introduced the CLIO Music portion of the evening, sponsored by Citi. Melissa Etheridge went on to present the night’s Grand winners and performances. She highlighted the importance and influence advertising has had on the music business stating, “If it wasn’t for Citi, you might not have heard of LP. If it weren’t for Captain Morgan, you may not know Hanni El Khatib. And if it weren’t for Apple, you may not have become familiar with acts like Jet, Feist, the Fratellis and Brendan Benson.” Highlighting the best work in music and advertising, the 2015 Grand CLIO Music winners are: CLIO MUSIC, PARTNERSHIPS/COLLABORATION: Spotify, Stockholm and Uber, San Francisco; Your Ride. Your Music.

CLIO MUSIC, USE OF MUSIC: R/GA, London & Los Angeles; Beats By Dr. Dre: The Game Before the Game GRAND CLIO - “ Game Before the Game” also bagged this top prize, amassing more than 29 million YouTube views. CLIO HEALTHCARE Focused on solving iron deficiency in Cambodia, The Lucky Iron Fish Project won the Grand Prix and Advertiser of the Year. OTHER 2015 “HEALTHCARE OF THE YEAR” WINNERS ARE: Advertiser of the Year: Lucky Iron Fish Agency Network of the Year: Publicis Worldwide Agency of the Year: Publicis New York

THE BEST OF YEAR

15 AWARDS

AWARDS

2 Grand Clio 10 Gold 27 Silver 23 Bronze - As it did for Cannes, Ogilvy & Mather was awarded the Network of the Year for the fourth year running.

WPP brought home the Holding Company of the Year Award.

1 Grand Clio 5 Gold 6 Silver 4 Bronze - R/GA New York is also consistent by winning the Agency of the Year.

1 Grand Clio 2 Gold 12 Silver - 28 Too Many, a valuesbased charity working to end female genital mutilation, was named Advertiser of the Year.

1 Grand CLIO 2 Gold - Illusion Bangkok was crowned Production Company of the Year.

AWARDS

November - December 2015 | adobo magazine

TINTA AWARDS 2015

THE WORK

TINTA AWARDS 2015 BBDO Guerrero is the Tinta Agency of the Year, Manila Bulletin and Esquire Philippines hailed as advertisers of the year.

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TINTA TROPHY – This year’s trophy was designed by J. Walter Thompson Manila

adobo magazine | November - December 2015

he United Print Media Group once again recognized creativity in print during the 5th Tinta Awards held last October 22 at The Manila Hotel. BBDO Guerrero won the coveted Tinta Agency of the Year title after collecting a total of 12 metal nibs. Its most awarded work for Esquire Philippines, ‘John’/’Paul’/’George’/’Ringo’ won a Gold Tinta, three Silvers, one Bronze and the Tinta Print Campaign of the Year award.

“It is important to us to be competitive in print. We feel it has a powerful role to play in the communications mix. And requires unique disciplines and skills which might otherwise be lost in a headlong rush into digital media,” said David Guerrero, Chief Creative Officer, BBDO Guerrero. The print ads were ran on Esquire Philippines, which was awarded as one of the Tinta Advertisers of the Year. It talks about the ‘Ringo’ issue in relation

Y&R’s work for North Face bagged the Print Innovation of the Year

THE WORK

TINTA AWARDS 2015

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‘John’, ‘Paul’, ‘George’ and ‘Ringo’ campaign scored Tinta Print Campaign of the Year

to the controversial concert of The Beatles in Manila in 1966. Tied with Esquire Philippines as Tinta Advertiser of the Year was Manila Bulletin after scoring two of the Gold Tinta awards for ‘Independence Day’ and ‘Be Fully Informed’, a work which was also by BBDO Guerrero. Another big winner of the night was Y&R Philippines, snatching the Tinta Print Innovation of the Year and the Grand Tinta Award for ‘Water Lamp,’ a print ad you

can cut out and turn into a water-powered lamp, a work for The North Face Philippines. The Tinta Awards jury was a formidable team composed of Tinta Jury President, J. Walter Thompson Manila Executive Creative Director Dave Ferrer, Y&R Asia Pacific Chief Creative Officer Marcus Rebeschini, Lowe Philippines President & CEO Leigh Reyes, TBWA\DAN Executive Creative Director Joey Tiempo, Ace Saatchi & Saatchi Chief Creative Officer Andrew Petch, Dentsu Philippines

Executive Creative Director Gary Amante, Leo Burnett Group Manila Chief Creative Officer Raoul Panes, BBDO Guerrero Creative Chairman David Guerrero, Globe Telecom SVP for Corporate Communications Yoly Crisanto, SM Prime Holdings, Inc. VP for Advertising Grace Magno, Mediaforce Vizeum CEO Boy Pangilinan, and IPG Mediabrands President & CEO Venus Navalta. The winners went home with the new Tinta Awards nib trophy designed by J. Walter Thompson Manila. November - December 2015 | adobo magazine

TINTA AWARDS 2015

THE WORK 110

TINTA JURY COMMENTS BOY PANGILINAN This is my third year judging Tinta and I see that the print media sector has consistently been doing good work. I see specially digital components of print media advertising have grown in numbers, become more interesting and innovative. I disagree with the prognosis that print media is dead or dying, because I believe that print media has just extended itself to a natural medium which is digital.

YOLY CRISANTO The Tinta Awards actually involve students, and makes the medium relevant to the market and Tinta Awards can do more by going out there and really advocating the medium to them. Many entries are still very much creative and still have a good batch this year. MARCUS REBESCHINI Definitely one campaign had a good score for me, because it wasn’t the same thing or “cookie cutter”. You could tell they put actual thought on it, they thought about the consumer and grabbed their attention. Use your imagination, use print as medium. Fantastic work to be proud of.

VENUS NAVALTA The other ad that said “Holiday ba ngayon? (Is it a holiday today?)” It eventually explains who heroes are, and I thought that is very relevant specially for today’s generation when millennials no longer know who our heroes are.

DAVID GUERRERO It’s all about the content--the quality and nature of the content--the writing, raising it in relevance to readers. Each generation finds its voice, and somehow, that voice is more powerful in print.

GARY AMANTE Print will never go away as long as people are reading books and magazines, people appreciate the actual stuff rather than going digital. Print will always be relevant.

JOEY TIEMPO I think millennials, they read, I want to believe they read. Print or newspaper, they love vintage things if they read books, magazines shouldn’t be far behind.

adobo magazine | November - December 2015

We look back at 2015 and poll some people of influence about the good, the bad, and what we can fix or make better. paper gems

ELLY ANG

adobo magazine | November - December 2015

2015 REVIEW

LOOKING FORWARD, LOOKING BACK adobo surveyed some Asia-Pacific regional heads and this is what they had to say about 2015 in response to the following questions 1. WHAT EVENTS OR CAMPAIGNS IN 2015 SURPRISED YOU? 2. WHAT EVENTS IN 2015 WERE BELOW YOUR EXPECTATIONS? 3. WHAT TRENDS DO YOU PREDICT WILL TAKE OFF IN 2016?

NILS ANDERSON President and CCO, TBWA\Greater China

MATT GODFREY Y&R

1. I was surprised by how bad the air was in Singapore. Seriously Indonesia? 2. I am hoping it isn't Spectre, which I can't wait to see. 3. The China slowdown means all brands in the country will have to make better quality, more emotionally connecting work. Which means the slowdown is a good thing.

1. Donald Trump. I mean… really? 2. World Peace. The plight of Syria and the refugees needs world attention, not just Europe but Asia as well. 3. The end of lazy marketing. Growth is harder to find and we, as an industry, need to be sharper, smarter and more creative than ever before.

PAUL HEATH Chairman, Ogilvy & Mather Asia Pacific

NIRVIK SINGH Chairman & CEO, Grey Group Asia Pacific

1. BBH left to "Keep Walking" after a successful 15-year partnership with Johnnie Walker. 2. Our industry awarding too much NGO work, and not enough big, involving, business building work. 3. The resurgence of generalists in what has become a specialist world - we need people who can pull it all together. And the new darling of social media will be Snapchat... now you see it, now you don't.

1. It would be #thedress (is it white-and-gold, or black-and-blue?). The speed with which the debate spread over a ‘dress’ demonstrated the power of sharing information on the Internet. 2. The economies of various countries in Asia Pacific – China, Indonesia, Malaysia and India - slowed down and their performance overall was below expectation. I think we are all hoping for a global recovery and a positive outlook for the future. 3. I would say it would be the Internet of Things (IOT) – machine to machine (m2m) communication with the ability to gather, measure, evaluate and interpret data. It will become substantially bigger and I do foresee it being an engine for innovating smart products and services in order to engage consumers.

November - December 2015 | adobo magazine

adobo magazine | November - December 2015

JP BURGE CCO, BBDO Asia

TED LIM CCO, Dentsu APAC

1. It was a wonderful surprise that BBDO Asia remains the top performing network at Cannes, Spikes, AME’s and Effies for another year running. In this industry we have to check the ego and never take anything for granted. 2. Not enough purpose and emotion in the work at large out there, you can’t drive behaviour change without tapping some emotion. 3. I hope, whatever the media, more work that makes people feel something.

1. Honda Civic Type R ‘The Other Side’. Super engaging stuff I wish I had done. 2. Way much more than you’d allow me space to put in writing. 3. Fast Company predicts “Advertising Creative” to be among six jobs that won’t exist in 2016. I am waiting with bated breath.

SVEN HUBERTS Managing Director, APAC Isobar

ERICK ROSA ECD, Lowe & Partners Singapore

1. How someone built a Satellite prototype in his garage and is now using 30 of them in space to photograph parts of Earth like never before. This is now allowing us to see global changes happening in real time from space. A great example of an idea without limits and how technology is the enabler. 2. There are still a lot of sectors which ‘suffer’ from old thinking. Healthcare, education, government. They just represent a fraction of opportunities for new thinking when it comes to designing innovative digital experiences that can change people’s lives. 3. Virtual reality will be a big trend next year, as will The Internet of Things creating highly connected everyday objects that make life easier. We’ll see some good stuff happening within marketing automation – making communication with people easier and more effective.

1. There were two campaigns I saw while at the Cannes Jury that really stood out for me. One from my fellow friends at GGH Lowe in Germany, The Nazis against Nazis. Brilliant, powerful, relevant and just plain Good with capital g. And a very funny and smart idea called Hands Off from Marcel Paris for Marc Dorcell, a porn website. 2. Outside of work, I think there were a couple of events that were really below my expectations. The kid in me had been eagerly anticipating the new Avengers movie, a 200-million dollar event in itself. And I left the movie really underwhelmed. The same can be said for the new U2 album. 3. I think that the idea of people moving from being passive consumers of content(i.e.: watching TV) to a more active/interactive (i.e.: Hulu, Youtube Red and Netflix) will increasingly become the norm globally.

November - December 2015 | adobo magazine

adobo magazine | November - December 2015

JOJI JACOB Group ECD, DDB Singapore

TAY GUAN HIN Global ECD, J. Walter Thompson

1. Jim Riswoldâ&#x20AC;&#x2122;s second career as a compelling and provocative artist. http://jimriswold.com/ 2. Facebookâ&#x20AC;&#x2122;s 3-second video view standard. 3. Content producers like Buzzfeed setting up advertising agencies.

1. When Mr. Lee Yuan Yew passed away in March 2015, what surprised me was the overwhelming response by Singaporeans from all walks of life, who queued for more than nine hours to view his casket. Thousands endured heat and rain just to pay their last respects. 2. I was expecting Apple to change the face of wearable technology when they launched their watch in April. It's been a big disappointment. Perhaps I was expecting the watch to do a lot more than just another glorified iPhone stuck on my wrist. 3. As we become interconnected with our devices and the environment, tapping how data will affect the way we live is going to be increasingly important. For example, how cars are connected to our phone, an app can tell if the car needs gas even before you drive and can even locate the nearest station or how our tablets can activate the air-con before we arrive home. Seamless integration between everything, everywhere in real-time will allow consumers to experience a lifestyle like never before.

SUSANA TSUI CEO, Asia Pacific PHD

VISHNU MOHAN CEO, Havas Media APAC

1. The excellent quality of strategic thinking in gender equality campaigns leading to great success (#likeagirl, #touchthepickle) 2. The crackdown on spam. 3. Data driven marketing will take on a stronger lead to drive accountability.

1. P&G's #LIKEAGIRL 2. Apple Watch 3. Micro Storytelling

November - December 2015 | adobo magazine

adobo magazine | November - December 2015

ALI SHABAZ CCO, Grey Group Singapore

DAVID MAYO CEO, Bates Chi & Partners

1. The rise of "Causevertising" was more dramatic than I expected. 2. Overall, I expected Asia to perform better than it did. Wasn't a great year for Asia. 3. Branded content will be the new wave. Brands will create stories with content designers. Ads, as we know them, will start to decline.

1. Donald Trump emerging as the Republican frontrunner. Is American politics really out of ideas? The Indonesian Haze and the total inaction of anyone in authority anywhere to say or do anything about it. 2. • The ASEAN response to the haze from Indonesia • The Advertising Industry's response to the Haze from Indonesia • Brand involvement and celebration in Singapore's SG50 • The US response to gun law reform • Cannes content was still one step behind the real world (instead of one step ahead) 3. • Collaboration of skills rather than agencies to answer briefs • Clients owning their own optimization apps • The rise of 'video online' ads • Increases in Influencer and Celebrity endorsement to support VOL • CannesMore automated, locationbased marketing with new-style creative agencies to answer this cris de coeur

CHARLES WIGLEY Chairman Planner, BBH

1. Not much I'm afraid. 2. Our continued need to award ourselves perspex trophies for ever smaller achievements. 3. We'll actually start believing in the power of advertising again. Our industry has spent the last decade mired in doubt and self criticism broadcast is dead ! mass marketing is dead ! ideas are dead ! Nonsense. The hard evidence suggests it is all very much alive. So cheer up everyone - you still have jobs.

JIM MOFFATT EVP, R/GA

BOB HEKKELMAN Chief Executive Officer, J. Walter Thompson, South East Asia

1. The launch of iwatch. Lets hope the next generation lives up to the hype. 2. The Pacquiao fight. He should have won. 3. Mobile payment through messaging apps. Already commonplace in Kenya and China – wake up the rest of the world!

1. As a father of three daughters, I say the 'Like A Girl' campaign for Always. But also because of its insight, meaningfulness and empowerment 2. The Dutch soccer team’s failure to qualify for Euro 2016. Shockingly bad. 3. I would say the virtual reality of everything. Have a look at the promovideo for Oculus Rift which will launch in 2016. It has great potential for storytelling, shopper marketing and applications.

November - December 2015 | adobo magazine

WHO SAYS ‘THOSE WHO CAN’T DO, TEACH’? We asked industry practitioners-cum-teachers three questions and got answers which register highly in the do-good scale. We don’t know how they find the time but they do. It’s safe to say they don’t do it for the money because in this country, teachers are paid pennies. They start on it for many different reasons but they stay for a common cause – to give back and to inspire. artworks

DEMPSON MAYUGA |

photography

DAN HARVEY

WHAT'S YOUR REASON FOR BECOMING A TEACHER?

WHAT DO YOU WANT TO IMPART TO YOUR STUDENTS WITHIN AND BEYOND THE SUBJECT THAT YOU'RE TEACHING?

WHICH ONE OF YOUR STUDENTS/GROUP OF STUDENTS ARE YOU MOST PROUD OF AND WHY?

adobo magazine | November - December 2015

Ricky Gonzales creative partner, over the moon

1. A quote says, “When you teach a batch, you’re teaching a generation.” I pursued teaching, advertising to be specific, because I want this industry to live longer. So I also encourage my students to consider teaching advertising when they reach my age. 2. Advertising as a subject is absolutely exciting, totally stimulating and truly empowering but advertising as a career is absolutely cruel, totally painful and truly stressful. You have to love it that much to stay in it. 3. A number of my former students are now doing good in advertising, digital, activation, media, and production.

communications special lecturer; colegio de san juan de letran

Sockie Fernandez freelance director president of a content creation company lecturer;

st. scholastica’s college, manila

1. I teach because I enjoy sharing what I know and inspiring people to be what they want to be. I teach because I enjoy being with young people and knowing how they feel and think. I teach because I feel that in some shape and form I am doing my part in planting seeds in the heart and minds of young people who will soon be leaders in our country. By this I feel I am doing my part. 2. I am very practical in my sharing. What I try to do is to ‘inspire’ my student to love what they do. I constantly tell them that I cannot teach them everything. I would rather inspire them to seek out knowledge on their own. 3. There is no one or group that I can say I am most proud of. Whenever I go to meetings, I somehow will meet a former student. Most of them are doing very, very well. This I am proud of.

November - December 2015 | adobo magazine

Myke Celis brand marketing head, caffe bene philippines

managing director, percx advertising

(events and casting agency)

1. It's my way of paying it forward. To be able to inspire others and make a difference in their lives is such a rewarding experience. Makes me feel more "human" when not wearing my brand marketing/ advertising hat. Haha! 2. It's ok to fail, but it's not ok to give up. Just give your best always. Your passion will take you places. Go for it and don't give a damn about what others say. Never compromise your integrity. 3. I am proud of all my students. I always remind them that whatever happens, and whatever they become, I will always be their #1 fan. Love your own, right?

part-time lecturer; de la salle

university-manila

Jinggay Gallardo president,

pilot consulting, inc. (marketing consultants)

part-time lecturer; ateneo de manila university

adobo magazine | November - December 2015

1. I started teaching when my only daughter went off to college in the US. Initially, it was just to fill the time. Today, itâ&#x20AC;&#x2122;s really to give back to my alma mater. 2. What I think I bring to the classroom is a practitioner's experience, so that the textbook comes alive. I also like to impart soft skills related to professionalism, ethical behavior, and social awareness. 3. A group who won the Best Marketing Plan for the semester, and went on to represent the school and the country in later competitions. There was another group which came in second in terms of sales in the entrepreneurship program. What was impressive about them is how they were able to climb up from a low ranking, pivot around their challenges, and continue to operate their business profitably after graduation.

Third Domingo ceo/president/

creative director, ideasxmachina guest lecturer, university of asia the pacific,

Marie Anne Los Banos correspondent/ political beat reporter

tv 5 news lecturer ii; university of the

philippines, diliman

1. I wanted to supplement my salary as a copywriter back in 2003. But you quickly realize that the old saying: "Teaching is the noblest profession" is absolutely true. I was lucky enough to have been able to study at good schools with good teachers; and later in life I had good mentors in the ad industry. Becoming a teacher was my way of counting my blessings and giving back. 2. Brilliance is demanded, but hard work is mandatory. I always say this because I truly believe that you cannot be brilliant at anything if you don’t work at it first. 3. I'm most proud of the independent ones. The ones who have gone on to become leaders and teachers of the generation that follows them. I like to think that I was able to inspire them.

1. Basically paying it forward, my way of thanking UP for helping me to be where I am now. This is also among my ways of thanking God for leading me to my dream job. Also, this is my breath of fresh air. It's a nice feeling conversing with students who are full of idealism and dreams. 2. I just want my students to know the realities of the broadcast news industry, that this is not all fame and glamour. This 101% hard work and that building your credibility is not all about winging your report, it’s bringing the truth in every news report we produce. 3. I’m proud of all of them, whatever path they take whether it be broadcast news, advertising or PR. It's an honor for me to be part of their academic life.

November - December 2015 | adobo magazine

TOP 10 INDUSTRY BUZZ

In a year punctuated with Cannes red-carpet-after-hours scandals, so-called scams, and digital campaigns gone awry, here are the standouts that still have people talking (as if we really needed to remind you about them).

Publicis payroll exposĂŠ

PAYROLL L O A D I N G

When someone accidentally emailed everyone the complete payroll...and there were no more secrets about how much certain people were being paid, including the CEO.

CPHG downpayment

5 D O W N

% P A Y M E N T

Money doesn't grow on trees, and neither do profits. With a spate of bookings and cancellations, production companies are now mandating for 50% downpayment to ensure that clients don't bolt from them in search of cheaper options.

adobo magazine | November - December 2015

UP Maroons logo "fighting Maroons" or "fisting Maroons"? The improved morale of UP's UAAP basketball team is the answer.

production costs of TVCs vs video content With the rise of demand for online video content, companies are churning them out as a cheaper alternative to TVCs.

traditional agencies vs. digital transformation

labor case vs. GMA

If you can't beat 'em, join 'em, buy them out, or better yet create your own digital arm. Acknowledging that they have to get with the times, agencies already have a digital arm or division for their online/ mobile requirements.

Win some, lose someâ&#x20AC;&#x201D; in this case the court ruled (NLRC as of October 2015) in favor of several employees from TV network GMA, who were unceremoniously fired after allegations of unfair labor practices surfaced online.

women in the workforce

work-life integration

Having established more than a foothold in the workforce since the days of lunch-hour martinis and Mad Men, women are now equal contenders in the industry--or are they? With issues like disparate salaries,and work-life balance compared to their male counterparts, the ladies who inherited the mantle from women's libbers have quite a way to go.

Everyone's favorite battlecry, concerning getting a life after 6pm. After all, balance is in the eye of the beholder.

WO RK

LI FE

lucky iron fish controversy

production costs of TVCs vs video content

Not so lucky for the agency (as it was a previous campaign), but at least the client got the Cannes LION.

Once considered a quick way to digest campaigns, they've become the normâ&#x20AC;&#x201D; and often ripe for spoofing.

November - December 2015 | adobo magazine

TOP 10 AGENCY HANGOUTS

adobo's list of watering holes where we've seen creatives and suits drink up and chow down. artwork

DEMPSON MAYUGA & JULIAN VINZON

Starbucks Coffee, pastries, and pricey wifi.

Apartment 1B Eggs benedict and croque monsieur - often enjoyed with copious amounts of coffee or juice. adobo magazine | November - December 2015

Wildflour, BGC Delicious kouigu amann, croissants, and pies for impromptu meetings.

7-Eleven Cheap and cheerful chow that hits the spot anytime.

Local Edition A gem of a coffee shop for caffeine lovers.

Saguijo Sounds for the soul when you can get away from the office.

Felipe & Sons Drink and a haircut? Multitasking in your off-hours.

Ukkokei Ramen the right way.

Pablo The bistro of the Picasso Serviced Residences serves refined, belly-pleasing meals, by way of Apartment 1B.

Black Market It's so underground our current staff haven't gotten around to checking it out. November - December 2015 | adobo magazine

TOP CAMPAIGNS

adobo Magazine scanned the top winning campaigns of 2015, and below are adobo's favorites rounded up from award shows attended

LOCAL

CAMPAIGN: AGENCY: CLIENT:

Hana Water Billboard H&M Forsman & Bodenfors

CAMPAIGN: AGENCY: CLIENT:

McToll Both Leo Burnett Manila McDonald's

CAMPAIGN: AGENCY: CLIENT:

Jasmine Ace Saatchi & Saatchi TV5

CAMPAIGN: AGENCY: CLIENT:

KFC Gravy TBWA\SMP KFC

adobo magazine | November - December 2015

CAMPAIGN: AGENCY: CLIENT:

#myBreak J.Walter Thompson Nestle Kitkat

CLIENT:

Test Drive Billboard Y&R Singapore and The Campaign Palace Manila Land Rover

CAMPAIGN: AGENCY: CLIENT:

Keep The Story Alive BBDO Guerrero NUJP

CAMPAIGN: AGENCY: CLIENT:

Labels Against Women BBDO Guerrero P&G/Pantene

CAMPAIGN: AGENCY: CLIENT:

ZZZ Radio Ace Saatchi & Saatchi Pampers

CAMPAIGN: AGENCY: CLIENT:

#PHThankYou BBDO Guerrero DOT Philippines

CAMPAIGN: AGENCY:

November - December 2015 | adobo magazine

TOP CAMPAIGNS

Our roundup of winning campaigns from around the region.

INTERNATIONAL

CAMPAIGN: AGENCY: CLIENT:

Look At Me Cheil Worldwide Samsung

CAMPAIGN: AGENCY: CLIENT:

Life Saving Dot Grey Group Singapore Talwar Bindi

CAMPAIGN: AGENCY: CLIENT:

Touch the Pickle BBDO India P&G/Whisper

CAMPAIGN: AGENCY: CLIENT:

Clever Buoy M&C Saatchi Australia Optus

adobo magazine | November - December 2015

CAMPAIGN: AGENCY: CLIENT:

Eye Play the Piano Hakuhodo Kettle The University of Tsukubaâ&#x20AC;&#x2122;s Special Needs Schools

CAMPAIGN: AGENCY: CLIENT:

Kan Khajura Tesan Lowe Asia Pacific Hindustan Uniliver

CAMPAIGN: AGENCY: CLIENT:

Penny the Pirate Saatchi & Saatchi Sydney Luxottica

CAMPAIGN: AGENCY: CLIENT:

Only Gaytm in the village ANZ Whybin\TBWA Group Melbourne

CAMPAIGN: AGENCY: CLIENT:

Education in a Box Colgate Palmolive Y&R, Red Fuse Communications HK

CAMPAIGN:

3-Second Cooking: Shrimp Frying Cannon Tokyu Agency Tokyo NTT Docomo

AGENCY: CLIENT:

November - December 2015 | adobo magazine

TOP 10

ADVERTISING, MARKETING & MEDIA PERSONALITIES OF THE YEAR The industry is rapidly changing and it’s hardly digital that’s causing this pace. Behind every successful campaign, new product or multi-million dollar or peso idea are men and women who show us what is possible. They don’t predict what will happen in advertising in the next couple of years. Instead, they make lead these trends.

LOCAL

MARGOT TORRES

BEN CHAN

EXECUTIVE VICE PRESIDENT AND DEPUTY MANAGING DIRECTOR, MCDONALD’S PHILIPPINES

CHAIRMAN AND CEO BENCH

A regular in marketing and creative conferences, she has been instrumental to McDonald’s Philippines’ successful campaigns, all of which were proven not just memorable but delivers business results. Margot was SVP for Marketing for 12 years before getting promoted to EVP and Managing Director.

The always spot-on Chan first scored with Bench, won over design lovers with Dimensione, then elevated the local snack food and beverage game with Oishi --and now he's bringing in sought-after labels that trust his company to help them do well in assimilating seamlessly into the local market.

adobo magazine | November - December 2015

DAVID GUERRERO

4As AGENCY OF THE Y E A R CREATIVECHAIRMAN, BBDO GUERRERO

MANAGING PARTNER AND CHIEF CREATIVE OFFICER TBWA\SANTIAGO MANGADA PUNO

One the Philippinesâ&#x20AC;&#x2122; most recognized and awarded admen, he has run BBDO Guerrero as chairman and chief creative officer for 16 years. Under his watch, the agency won a total of five Philippine 4As Agency of the Year Awards, not to mention dozens of international awards. No wonder the Philippine Marketing Association honored him with the Outstanding Achievement in Marketing Communications award at the 36th Agora Awards.

Scoring victory after victory this year with the Hana Water Billboard, Melvin helms the agency that's consistently winning metals this year, and drawing fresh, dynamic talent to its stable on Chino Roces.

Raoul Panes

Elly Puyat

CHIEF CREATIVEOFFICER LEO BURNETT

CEO OGILVY & MATHER PH

Helming the agency that pretty much swept the Boomerangs this year with innovative approaches, Panes has the agency's talents to back him and his own chops to win campaigns and awards time and again.

With authenticity and adherence to the truth as her bywords, Puyat rose from the ranks to the top--an admirable feat for a woman and Filipino, considering that many heads in the workplace are men.

November - December 2015 | adobo magazine

NOEL LORENZANA

Michael Tuviera DIRECTOR EAT BULAGA/TAPE

CEO, TV5

Scoring a big win with #Aldub, Tuviera and his posse proved that you can teach an old dog a few digital tricks, if you know how to harness happy accidents properly.

Spearheading a multi-platform approach to inform Filipinos about the 2016 elections and how they should make better and informed choices when it comes to voting for the future leaders of the nation, Lorenzana aims to make the Philippines better for his son and those of his generation when they come of age and are ready to vote in 2022.

Nix Nolledo Joanna Mojica FORMER CEO STARCOM MEDIAVEST PHILIPPINES

CHAIRMAN AND CEO, XURPAS

Mojica left big shoes to fill when she officially retired from Starcom Mediavest last April. She elevated the agency to greatness as the player to beat in Media. Among the top awards she helped bring home are a whopping 6 Philippine 4As Media Agency of the Year awards.

Recognized as game changer in Philippine business, Nolledo was recently named by the SGV Foundation as Entrepreneur of the Year 2015 for the Philippines. He founded Xurpas in 2001 with just a total paid up capital of P 62,500 ($1,364). Now worth billions, it has gone on an investment spree buying up firms like Globe Telecom's Yondu to build muscle.

adobo magazine | November - December 2015

TOP 10

ADVERTISING, MARKETING & MEDIA PERSONALITIES OF THE YEAR REGIONAL

REI INAMOTO

NICKGARRET

FORMER AKQA WORLDWIDE CHIEF CREATIVE OFFICER

CEO, COLENSO BBDO

Off to a fresh start after breaking away from AKQA (after being its worldwide Chief Creative Officer for some time), Rei Inamoto is in the midst of starting a new collaborative venture with Rem Reynolds.

Nick is known as one of the world's most honored creative heads. His promotion to CEO of Colenso BBDO from being a Managing Director is the latest restructuring for the agency since Peter Bigg's retirement.

Kentaro Kimura

CHEUKCHIANG

CO-CEO & ECD, HAKUHODO KETTLE

CEO (ASIA PACIFIC) OMNICOM MEDIA GROUP

His work for Suntory's 'Hibiki Glass' yielded metals galore in this year's lineup of international advertising festivals--proof that creative city thinking and forest thinking can yield results.

His resume cuts a wide swath across roles, agencies, countries and campaigns that it was inevitable that someone would happily hand over the reins of an agency to Cheuk Chiang. Consistently awarded and recognized for his work, it's no exaggeration to say that this isn't just an advertising rock star --this is on the level of rock royalty.

November - December 2015 | adobo magazine

Sunita Kaur

Paul Heath CHAIR OGILVY & MATHER ASIA PACIFIC

ASIA DIRECTOR, SPOTIFY

Always believing that the best is yet to come, Health started out in Ogilvy 1987, left in 1990, and happily returned to the fold in 2003 after stints elsewhere. Believing that digital agility is key to growing their business, he didn't hesitate about wading in and getting into the medium. As he says, the future is exciting and far from traditional.

Coming from a previous gig as Facebook's Asia Director, Sunita hit the ground running and didn't waste time in getting the music platform to the number one spot in Asia--and keeping it there.

GIGI LEE

yuyafurukawa

ECD, Y&R MALAYSIA

ECD, DENTSU

Exhorting creatives to "keep exploring, keep trying," Lee is Asia's third most awarded art director, and keeps humble by educating the next generation of creatives when she isn't busy perfectly nailing a campaign for a client.

Famous for the opinion that the creative process is basically the same, no matter the profession, Yuya Furukama also believes that ad agencies can solve any problem in the world, using any means possible. We hope he has the solution for world peace tucked somewhere on his person.

ANAHEETA GOENKA + DEEPA GEETHAKRISHNAN

ANDY DILALLO

EXECUTIVE DIRECTOR & PRESIDENT, LOWE LINTAS AND PARTNERS

CCO, M&C SAATCHI AUSTRALIA

Their project for Hindustan Unilever, 'Kan Khajura Station', was marked the top marketing campaign in the world by the annual WARC 100 ranking.

Before moving to M&C Saatchi Australia, Andy was Leo Burnett's CCO for eight years. Known as one of the most awarded creative directors in the region, with career highlights that include more than a thousand local and international awards.

adobo magazine | November - December 2015

P E O P L E

Centerfold 138 Joey Tiempo, TBWA\DAN Trendspotting 140 Baddies Outside, Good Guys Inside Profile 142 Suthisak Sucharittanonta, BBDO Bangkok 146 Gem Misa, Filipina Entrepreneur 150 Marcus Rebeschini, Y&R 154 Manny Ayala, Technopreneur

Creative Corner 158 Ichay Bulaong In the bag 160 Quark Henares, iFlix Sidedish 162 Nikki Benitez, Coca-Cola Far East LTD. Getting to know 164 Peter Bithos, HOOQ

A STITCH IN TIME

TBWA\Digital Arts Network Executive Creative Director JOEY TIEMPO’s whirlwind of activities encompasses different worlds, but there’s always a method to her seeming madness.

CENTERFOLD

Those trickling seconds in a day are never enough for this wife, mother, and creative being—a woman whose many activities reflect her quirky interests and compassionate heart—among them Doc Aspin therapy dogs, Manikako dolls, and Mistula, the first Pinoy virtual band. The one constant that sews everything together here is Joey Tiempo’s passion for turning unusual images and interests into relatable creations that tug at our heartstrings or minds. words

ANNA GAMBOA |

art

TBWA\DAN |

photography

WESLEY VILLARICA, parallax studio

DEXTER LEONARDO ENRIQUEZ former director unitel imperial officer

RICO SANTOS

REGINA LAYUG ROSERO

former marketing director

freelance copywriter

tupperware ph

/editor

clone trooper

People like wearing costumes for various reasons. Some do it to wear their fandom on their sleeve, and others do it as the next best thing to getting into the skin of their favorite characters. For these fans of the Star Wars series, who suit up for events requiring movie-authentic costumes, they do it for the love of these timeless films and its universeâ&#x20AC;&#x201D;and for fellow enthusiasts who appreciate the details. words

ANNA GAMBOA |

photography

WESLEY VILLARICA, parallax studio

TRENDSPOTTING

KIT GUTIERREZ art director y&r

storm trooper

BILLY MONTINOLA sea director for licensing and business bates and tuesday licensing and entertainment clone commander cody

GLENMARC ANTONIO supervisor smart ads sith lord

SUTHISAK SUCHARITTANONTA

PEOPLE 142

You need to recruit ultimately. I’m happy for the creative team that left because they’re off to a higher position. - SUTHISAK SUCHARITTANONTA

adobo magazine | November - December 2015

THE RISE OF SUTHISAK

PEOPLE

SUTHISAK SUCHARITTANONTA

SUTHISAK SUCHARITTANONTA, CHIEF CREATIVE OFFICER of BBDO Bangkok left no stones unturned.

143

interview

ANGEL GUERRERO |

words

ne of the most awarded creative in Asia, Sucharittanonta’s works hoarded metals at renowned international award shows. His work, entitled Belly Button Face was one for the books for having carried home Thailand’s first Cannes Film Gold Lion in 2003. Under his leadership, BBDO Bangkok was constantly at the limelight for the recognitions the agency has won. It bagged GUNN Report's 8th World’s Most awarded Agency in 2004 and Adman Award’s Agency of the year in 2004 and 2005. His TV spot for Black Cat Whiskey launched Thai commercials in the global stage. A legend who saw Thai advertising start and reach its peak, Khun Suthi also saw it hit rock bottom when Thailand suffered from a political crisis. This unrest, which happened five years ago, affected their economy, creating a detrimental domino effect which even affected local tourism. And it showed: Thailand’s performance in regional and international awards festivals visibly struggled. Even the slapstick humor Thais were known for changed due to the lack of great directors and talents. And if working with cut-price projects and a shortage of talent wasn’t hard enough, Suthisak had to train new people. Two batches of creative teams left him for

REA GIERRAN

better opportunities elsewhere, but he held no grudges and in fact is proud of this. When asked how he was able to cope with the challenge, he answers “You need to recruit ultimately. I’m happy for the creative team that left because they’re off to become CCO or ECD. Some of them became TVC directors.” Suthisak was studying architecture when he took notice of the great shift Thai advertising went through. He credits Barry Owen, Bhanu Ingkawat and Thor Santisiri as its founders. “When they started working, everything looked different compared to the old days. Thai advertising before was very straightforward. It was full of hard-selling jingles. I was a student studying architecture but because of those three pioneers. Their work especially with Michael Warr, a great talented director, was phenomenal. Those spots made advertising look cool,” he says. Jureepornt Thaidumrong, Suthisak’s former deputy at Results Advertising (a small firm opened by Ogilvy & Mather to serve local businesses) reflects about Suthisak. “For me he’s the funniest boss. He inspired me a lot in many ways. Working with him at Results was so much fun,” she shares. “In Ogilvy, I was focused on the local accounts. I’ve never heard about Cannes or any other November - December 2015 | adobo magazine

SUTHISAK SUCHARITTANONTA

PEOPLE

The Belly Button Face campaign for Giffarine EQ-10 bagged Thailand's first Cannes Film Gold Lion

144

The legendary Suthisak takes great pride in his work for Black Cat Whiskey

international shows until I moved to Results Advertising,” Suthisak says. He stayed there for three years, giving him the chance to meet another advertising legend, Neil French. His stint at Results changed Sucharittanonta’s perspective. “Barry Owen gave me a lot of freedom. I learned everything from them: art direction, copywriting and way of thinking. Barry taught me what is a great work. This training brought adobo magazine | November - December 2015

me into the award shows. That’s when I started winning regionally and globally,” he claims. Jimmy Lam COO of DDB Group China shares: "The ruthless mean bastard who does everything for his/her own good, and, the passionate communication practitioner who never hesitates to go the extra mile to help and suppport fellow communication practitioner from his own agency or even competing. Khun Suthisak is the latter one.”

CREATIVE LEADERSHIP

For Suthisak, it’s important for every agency to look for the best talent to work with. “There’s a big difference between an average creative and a brilliant creative. We try to recruit the best talent to work for us. If those talented people believe in the culture of what we build, they can create the best brief that can convince the client,” he says. Right now he thinks that they’re having trouble finding great talents in the

KHUN SUTHI WHO HAS PUBLISHED HIS AUTOBIOGRAPHY 'COMMERCIAL BREAK' GETS SASSY WITH EIC ANGEL GUERRERO

PEOPLE

SUTHISAK SUCHARITTANONTA

adobo: What do you do when you’re not working? Suthisak: I study cooking. I love Italian cooking. I got curious because my wife is a great chef. She’s a selftaught chef. I thought that I should do better than her.

adobo: Do you apply the same kind of passion when you cook? Suthisak: Yes, my obsessive behavior applies. Like if I want to cook, I really take it seriously. I ask a lot of questions. What I learned in cooking is that you can make the impossible, possible if you know how to make it. I hope someday I can create a menu full of Thai dish. I’m trying to find the time to learn how to cook this year.

adobo: How important is music in your life? Suthisak: It’s important because it helps me relax. It calms me. I’m a self-taught guitarist. I can’t sing though.

community, because most graduates would rather do something else, like selling online or establishing cafés. “But the thing is, there are students who graduate every year. We just have to make sure we find a great talent to join. Once we spot a talent, we groom them to reach the top,” he points out. Suthisak is all for encouraging the youth to take a plunge at advertising. “Advertising is great because we’re no longer limited to just TV or Outdoor. They can now create whatever they want. If they like creating, then advertising will suit them well,” he philosophizes. FRESH START

His move to BBDO Bangkok was a challenge, because he had to do globally great work to keep up with BBDO Asia’s established reputation.

“We were more ambitious in BBDO. We want to be the best in the world. I worked very hard until I got sick in 2001,” he recalls. Fortunately, he recovered within six months and came back with a new attitude and a new perspective. He realized that there’s more to life than work. “I figured that you have to spend a lot of time with your family, friends and with your hobbies. You have to look at life differently and be less selfish. I was selfish before. My ultimate goal was just to win, which is bad. There are many other things in life that you should do. You have to be compassionate, do good to other people,” he reflects. Despite a strong motivation to be the best, the super driven Suthisak Sucharittanonta ultimately knows that success is all about relationships.

adobo: What were you like when you were young? Suthisak: I was obsessive. I like to create things. I also like to paint. Suthisak is a selftaught guitarist

adobo: If there’s one ad you’re very proud of what would it be? Suthisak: The Black Cat. It’s the most talked about.

adobo: Is there anything else people need to know about you? Suthisak: I like to brew coffee these days. I tweet a lot. I’m one of the 60 inspiring people in Twitter. I try to inspire others through a tweet.

November - December 2015 | adobo magazine

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GEM MISA

PEOPLE 146

It was really exciting at the time, but I think after 8 years the novelty wore off and I think you kind of know when you wanted to do something else, and I wanted to start a business on my own. - GEM MISA

illustration

DEMPSON MAYUGA

adobo magazine | November - December 2015

THE MIDAS TOUCH ON RIGHTEOUS AND CAULI RICE Businesses turn to gold in the hands of Filipina entrepreneur GEM MISA words

AMANDA LAGO

ealth is wealth, so the old cliche goes and for Gem Misa, this could not be more true. At the moment, the UK-based Filipina entrepreneur is on the verge of taking the UK food industry by storm, and she’s doing it with real food -- products that are all-natural, not loaded with preservatives, and are actually good for you. She started with Righteous, a line of all-natural salad dressings that managed to get listed in top London establishments like Harrods almost as soon as it launched in 2010, and get stocked at other big brands like Tesco, Waitrose and Sainsbury’s not long after. Five years and one successful business down the line, and Misa is on to her next project, still centered on healthy eating. Already, the new product has captured the attention of foodies, so much so that it has allowed Misa to exceed her crowdfunding targets twice. More than that, it has also been awarded a grant from no less than Virgin’s Richard Branson, one of the UK’s top entrepreneurs. Interestingly enough, this new product that’s winning over investors big and small is as simple as it is groundbreaking: Cauli Rice. Replacing rice with crumbled

cauliflower is not actually a novel idea. It has long been common practice among health-conscious foodies who wanted to replace the staple carb with a lower-calorie alternative that still satisfied. Misa herself got into the habit of making cauliflower rice, which, as it turns out, is a time-consuming procedure that is not as simple as it sounds. It was in 2012 that she, along with her husband, started to develop what would become her next breakout product: long-life, pre-packaged, ready-to-eat but still all-natural cauliflower rice. The product that is now on the market is the first of its kind, is pre-packaged, comes in four flavors, and is ready in just two minutes, all the while still offering the same health benefits of the homemade cauliflower rice that has had people breaking out their food processors and box graters to prepare: 75 percent less calories than white rice, with the same taste and satisfaction level. Coming up with a great idea is one thing, but executing it is another -- and in the case of Cauli Rice, it proved to be no mean feat. But as she had already proved with the success of Righteous, when it comes to building a brand, Misa is on point. Perfecting Cauli Rice took November - December 2015 | adobo magazine

PEOPLE

GEM MISA

147

GEM MISA

PEOPLE

Excerpts from Misa's first Righteous' TV ad, 'Salads Just Got Sexy'

148

three years. Doing so required a lot of research and back and forth consultation with food technologists. That alone already sounds challenging enough — even more when you consider that at the time, Misa still had to manage Righteous and, as a determined hands-on mom, take care of her three-year old daughter. Most people would balk at the enormity of the task of balancing all two businesses and a family, but Misa, evidently, is not most people. After all, most people do not leave their high-ranking corporate jobs to venture out on their own from scratch, but that is exactly what she did. As a global brand manager for Unilever, working at their head office and handling a 1.1B euro laundry brand, the corporate world was Misa’s playground. However, eight years into it, and Misa found herself wanting to do something else. “It was really exciting at the time, but I think after eight years the novelty wore off and I think you kind of know when you wanted to do something else, and I wanted to start a business on my own,” she said in an online video by the Female Entrepreneur Association’s Carrie Green. As if quitting her stable job to build a business from the ground up isn’t already enough of a challenge, Misa revealed in the video that she adobo magazine | November - December 2015

decided to start her business right in the middle of the recession, with people trying to talk her out of it. What kept her going? The almost single-minded belief that doing so would bring her happiness. As it turned out, building Righteous proved to be a bit difficult in the beginning. After toying with the not-so-successful idea of doing prepacked gourmet salads, Misa quickly moved on to focus on salad dressings. Without a backup source of income, she was even more motivated to make the business work. “If it really is your business that you’re counting on to be your main breadwinner you really have to think on your feet and learn really quickly from those mistakes,” she said in the video. Misa has since come a long way from the touch-and-go days of

her early days in the health food business. Righteous is now listed in over 1,000 UK stores, and continues to be a hit. At the same time, Cauli Rice has received hundreds of thousands of pounds in investment from crowdfunding and is among the winners in the 2015 Virgin StartUp Foodpreneur Festival competition. It would appear that every enterprise Misa touches becomes a commercial success. Perhaps it’s the products themselves and the fact that they are healthy. Maybe it’s Misa’s sharp business mind, her tireless entrepreneurial spirit. Most likely, it’s all of these combined. Now, we don’t know what Misa has in store next, but we’ll bet our money that whatever she has in mind is bound to be yet another smash hit. The world will just have to wait, and eat a little bit healthier in the meantime.

ADVERTORIAL

FUSION 2016: Imagining a Better Philippines Through Music The first Fusion Music Festival filled the whole MOA Concert Grounds with OPM lovers this 2015, and Carat Play hopes to up the ante, with a bigger floor area at the same venue: the SM Mall of Asia concert grounds. Uniting all Filipino music lovers on a single stage to Play as One to the greatness of OPM, the theme of Fusion 2016 is “ImagiNation”—creating a non-partisan venue to voice out the hopes of Filipinos for a better Philippines, especially that the 2016 election draws near. Imagine a showdown between Aegis and Rak of Aegis—this is the venue. If you love seeing Sarah Geronimo get her rock on and jam with other musicians you’d normally not see cross-collaborating with her, there’s only one place. Music greats from the past, present and in-the-making will have their stage time here, in a carefully orchestrated evening that shows the intense passion and talent Pinoys have for music. With Carat Play spearheading the project, utilizing its expertise in experiential marketing, and a holistic approach, the aim is to present a polished tribute to OPM featuring some of the biggest names in the industry—Parokya ni Edgar, Gary Valenciano, Bamboo, Yeng Constantino, James Reid and Nadine Lustre, and El Gamma Penumbra among others —on a platform that shows off the awesome musical talent of the Filipino. An engagement marketing arm created by media agency Carat to cater to the evolving needs of its clients, Carat Play’s strength lies in the music, lifestyle and sports segments—and Fusion 2016 will show off their expertise in creative services, social media expertise, event management, public relations, branded content with context, talent management, licensing and conceptualization to execution of brand properties. Earning a solid track record in mounting the highestquality events, with state of the art technical equipment and massive quad-media promotions, Fusion 2015 was Carat Play’s showcase event for the year, and next year’s high-caliber megaconcert can only be described as a much-anticipated event that will certainly unite Pinoy music lovers. Further upping the ante, a song will be launched during the event, using crowdsourced lyrics and materials that will underscore the collaborative nature of this festival. Supported by OPM, local recording companies, the Department of Tourism, and other organizations, expect to find thousands of music lovers on January 29, 2016 at the SM MOA Concert Grounds when the grand music festival capturing the minds and imaginations of many finally unfolds. Like Fusion on Facebook or follow on Instagram and Twitter for updates.www.facebook.com/fusionphilippines

Like Fusion on Facebook or follow on Instagram and Twitter for updates.www.facebook.com/fusionphilippines. For queries, kindly contact Jake Habitan – 09954731333; +632 750 0989

MARCUS REBISCHINI

PEOPLE 150

adobo magazine | November - December 2015

PEOPLE

MARCUS REBISCHINI

THE WOULD-BE CAR SALESMAN MARCUS REBESCHINI, Y&R’S CHIEF CREATIVE OFFICER for Asia talks about car salesmen, careers and mentoring interview

ANGEL GUERRERO & IRMA MUTUC

ight after our ‘hi and hello’ Marcus asked if I wanted coffee. He wanted some and the Y&R receptionist said she can have someone do that for him but he just shrugged so I offered to go with him. We talked about Melbourne, his father, Manila Hotel, last night’s earthquake and why the hell a career in advertising.

stressful career after stock broking but putting aside the crazy hours and stress, it's the coolest job in the world for left and right brain thinkers alike. I think that's why my father was constantly laughing. Honestly it wasn’t a hard decision to want to follow in my father’s footsteps.

What got you into advertising?

whole family was in advertising, although my sister moved onto wine making. Agency life just felt so alive to me, I loved being in the creative department in my father’s agency. I’m from the type settings and bromides era, the same era where mobile phones were the size of a brick. I think I learnt from my father the strategic side of the business—to laugh and have a good time and to lead by example. Basically, roll your sleeves up.

MARCUS: Bright fluro coloured

Porsches, Tuesday all day golf day and long lunch Fridays; growing up in the seventies, eighties and nineties —this was advertising norm for me. I can still clearly picture my father sitting behind his desk, smoking a pipe or cigar, pending the day and constantly laughing. He had the best laugh. He had fun doing what he did. I think my father understood advertising. Personally I think some of us think were doing the hardest job in the world, yet we're not putting out life-threatening fires or stopping a bank heist. It's honestly not that hard to sell great work or do great work for our clients compared to stopping a heist. Sure Time Magazine once stated that advertising was the second most

What did you pick up from your father?

MARCUS: Oddly enough, my

He smiled as he recalled hanging around his Dad’s office (JRA - John Rebeschini Advertising). It seemed like he was to be in advertising by default and his father did ask him if he wanted to take over his agency when he retired but he declined. Because he believed that if you accomplish something and it’s

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MARCUS REBISCHINI

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Snickers Halloween campaign brought home a Gold in Press category at Cannes Lions in 2007.

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because of someone else it never feels like you created your own destiny. Is that why your first advertising job wasn’t with JRA?

MARCUS: Yes, instead it was

with my Dad’s prior employee, whom, after hiring me informed me that my father had fired him at least nine times. I think he hired me just so he could fire me. Did he?

MARCUS: He did. But after that I went to Grey Melbourne. I followed my father’s footsteps. I did junk mail for a hardware store called Mitre 10. My goal was to do the best junk mail that I possibly could. In my first year, I won a Gold. I guess I won what you’d call a Gold junk mail award.

From Melbourne he joined TBWA Singapore, won a boatload of new business along the way and some recognition at some shows so people started to call up about some other network opportunities which prompted John Hunt, Global ECD to ask him and his writer at the time if they wanted to move anywhere in the world. His writer said, “New adobo magazine | November - December 2015

York”. He really didn’t think about going to New York but he thought, “We’ll if you can make it there…”. So he told his girlfriend at the time (now his wife) that he was going to New York and would be back when he accomplished something big there. Did you make it in New York?

MARCUS: It took me a while and

it's not easy; New York is a bit of a Boys' Club. I was working on Absolut Vodka and Nivea globally which was fun. But it wasn't really until my second or third year I finally got a break to work on the Mars account, which at the time was the brand that TBWA Chiat Day New York was doing all that amazing work on— Skittles, Starburst and Snickers. That one break allowed me to win a Gold Lion for Snickers and a New York effective award as we grew sales by 8%, which isn’t easy in that category. So I’d made a small mark in New York and thus I started working on the Mars business. After a while, my prior bosses Ian Reichenthal and Scott Vitrone asked me if I wanted rejoin them as a CD of Y&R New York but I really wanted to get back to Asia because of my

girlfriend and my family, as the time zones were tough. That's when talks started with Tony Granger whom I’d met prior for an ECD position for Saatchi and Saatchi New York. So I guess that one break Gerry Graf gave me lead me to meet Tony who also gave me a break which got me to where I am today. I do feel I made it, thanks to some great break. I'm very proud of what I accomplished in New York, as it’s a tough market. I guess Frank Sinatra was right. Long story short, Marcus found his way back to Asia through a regional post in Y&R. He admits the toughest part was when he thought he could change “an old set-in-their-ways network” like Y&R within eight months. They did win a lot of pitches but when reality crept in, he realized that it would take a lot more time and work. How does the partnership work between you and Matt Godfrey, Y&R Asia’s President?

MARCUS: When I first met Matt,

the one thing we both agreed on was winning Network of the Year. What Network of the Year does,

I think the creative culture has definitely changed. Not just in terms of creativity but also on the clients we now have, clients whom now demand worldclass thinking. - MARCUS REBESCHINI

it allows fame and fortune to be a mutual goal. Lift the number, lift the creativity. So our focus has been on our top five clients and I personally feel it’s taken a few years but were getting closer to being Network of the Year. Last year, we won South East Asia Network of the Year. So we’re 50% there. Partnerships are built on helping each other out and I think its showing.

win the Young Glory Global Creative Competition and another young under-30 creative/planner team won the recent Facebook Hackathon at Spikes Asia. I honestly believe it comes back to Matt's and my goal— Network of the Year which you can't win without creating a culture with your clients, staff and vendors.

Has the culture of Y&R changed? Are there more young people?

MARCUS: I call it the “vomit”

MARCUS: I think the creative culture has definitely changed. Not just in terms of creativity but also on the clients we now have, clients whom now demand worldclass thinking. We were also the Number 2 network at Cannes Lions two years ago, which is a first for us in our 41 years as a network in Asia. We've also gone from having people who have been set in their ways after being with us for more than 20 years to people who want to learn and want to change with how our industry changes. We definitely have a lot younger talent who we mentor personally. The proof’s in the pudding—this year alone we had five of our young under-30 talents

What’s your style of mentoring?

theory. When you go for a run, there’s always that point when you feel like you’re going to throw up and your body is telling you, “Stop, stop you’re going to be sick.” Yet if you keep running, sure you might throw up but most of the time, you won’t. I personally feel our minds give up too quickly. Just keep pushing and pushing until you get your best idea. Don’t give up so quickly. Mind over matter.

He’s proud that a lot of individual offices in the Y&R network are starting to do well. They’re the first in Asia to win a SXSW (South by South West) Innovation Award. He’s as proud of this as he is about the new business pitches that the network continues to win.

What do you look for when you judge awards?

MARCUS: How to set the tone for

the youth, the upcoming rock stars. What work will show them what the world’s best benchmark is. When they look at these awards shows, you want the youth to say, “Wow, this is what I should be doing!” So you still want to be a car salesman?

MARCUS: I guess in a way I’ve

been a car salesman for a number of years now doing ads for Mini, Audi, BMW and Land Rover. But looking back, my father’s advice and passing on the car salesman job was sound. For now I’ll just stick with advertising and being fascinated with classic automobile, gas and oil things.

He didn't want to tell us but he did say after all, that he's got a classic 1970's sports car that he's working on. He bought it after his parents passed away, "Strange how the smell of old leather seats can bring back fond memories."

November - December 2015 | adobo magazine

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MARCUS REBISCHINI

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MANNY AYALA

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adobo magazine | November - December 2015

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MANNY AYALA

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FORWARD THINKER Technopreneur MANNY AYALA is always spot-on when it comes to the next big thing. words

illustration

DEMPSON MAYUGA

MIKHAIL LECAROS

f all Manny Ayala had ever wanted to be was a media practitioner, there are few people who would consider his career to be lacking, with stints as a broadcast journalist and extensive regional work in cable television marketing and development for brands such as Star TV, Discovery Channel, Animal Planet, and Cartoon Network. Of course, Ayala has always dreamed big, and has made a name for himself outside media in the world of high finance, serving as the CEO of Hong Kong-based advisory group IRG, where his experience building, acquiring, and selling off companies led him to his next venture. “I was doing a lot of advisory work, helping tech media and telecom companies either acquire or dispose of companies. I was very much a fan of technology and a big believer that technology would be

something that transforms whole entire economies,” says Ayala. “So I said, let’s create the enduring digital brands for tomorrow, and that was really how Hatch got formed.” In 2010, Ayala, along with partner Nix Nolledo, whom he knew from their mutual membership in the international Entrepreneurs Organization, set up “Hatch”, a digital incubation company. Ever affable, Ayala tells adobo that he does not consider himself to be any kind of digital entrepreneur, but, rather, someone who has made it his business to nurture and support the ambitions of those whose ideas have the potential to change the way the world looks at technology. Deeply reflective, Ayala believes that his personal mission is nothing less than a vocation, and one that he is more than happy to act on. “My personal mission is to be an entrepreneur who helps other entrepreneurs be successful.

I was very much a fan of technology and a big believer that technology would be something that transforms whole entire economies. - MANNY AYALA

November - December 2015 | adobo magazine

MANNY AYALA

PEOPLE

If you’re someone who is successful, and you take, say twenty entrepreneurs under your wing, and you manage to find a handful who become just as successful, and they decide to pay it forward as well, then they repeat the cycle.

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PawnHero

Rappler

Ava.ph

PurpleClick

Zipmatch

Ayannah.com

adobo magazine | November - December 2015

Fulfillment comes when four things intersect: What you love, what you’re good at, what the world needs, and what the world is willing to pay you for it. When all four of those things converge, then chances are you’ve found fulfillment. Our philosophy (in founding Hatch) was, ‘How can we use our experience, our network, to help entrepreneurs of enduring value? How do we leverage what we know and who we know to help other entrepreneurs become successful?” Somewhere along the line, says Ayala, he was contacted by Endeavor, a non-profit group dedicated to catalyzing long-term economic growth through its support of high-impact entrepreneurs whose business ideas are both transformative and profitable. Ayala found that his goals and Endeavor’s were perfectly aligned, not only in the kind of entrepreneurs they wanted to nurture, but the results they wanted to achieve. “In Tagalog, ‘kakaiba siya’,” says Ayala, on the kinds of ideas worthy of nurturing. “It’s about disrupting something and rewriting the rules, making a big step in the industry. Another thing that makes these entrepreneurs is they like to pay it forward by reinvesting their success in other entrepreneurs through mentoring them and, in many cases, actually investing money in them. “When you do that, it creates this virtuous cycle.” Now, in the fast-paced world of international business, much lip service is paid to the notions of “paying it forward” and “giving back”, but Hatch prides itself on being the one that breaks the mold by not only living up to the

platitudes, but being built around them. Among the success stories that Hatch has “given birth to” as co-founders or investors include online news outlet Rappler, online pawn service PawnHero and search engine marketing outfit PurpleClick. Ayala explains how the virtuous cycle works: “If you’re someone who is successful, and you take, say twenty entrepreneurs under your wing, and you manage to find a handful who become just as successful, and they decide to pay it forward as well, then they repeat the cycle.” While the challenge, aside from identifying promising ideas, is to identify individuals who would be willing to give back, Ayala is confident in the virtuous cycle, sharing that it has already been proven and tested historically, citing what many consider to be the “most amazing wealth creation story in the history of business”. He is referring, of course, to the case of eight entrepreneurs who, in the late 1950s, invested their collective time and credibility into an area of California farmland now known as Silicon Valley. Through their initiative, those eight, affectionately known as the “Fairchild Mafia” effectively kickstarted, mentored, and inspired countless companies into a globallyrecognized trillion-dollar industry. Can such a success story be replicated in the Philippine context? Manny Ayala and his partners certainly seem to think so, and they’ve wholeheartedly devoted themselves towards providing the forward motion that will make it a reality.

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CREATIVE CORNER

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02 01

ICHAY BULAONG

Full-time vegetable and herb farmer Part-time consultant when farming duties allow (Founder and former managing director of Arc Worldwide Philippines Company, Inc. now called Alpha245, Inc.)

adobo magazine | November - December 2015

I've simplified my life ever since I moved to an island and become a full-time vegetable farmer. But it doesn't lessen my productivity, efficiency and creativity and in fact, has improved it significantly.

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1. Backpack. With a wooden, carved fish ornament, a memento from one of our annual family trips to a Philippine destination to remind me of my kids who now live far from us. Inside are my binoculars, which I use for bird watching. There are 25 birds endemic to Palawan â&#x20AC;&#x201C;

colorful and beautiful birds I see around me all the time. I've become some sort of a bird-watching geek. 2. Maru, my bull terrier. My constant companion, bodyguard. My baby. 3. Tablet & smart phone. The usual suspects.

4. Multipoint ball pen. With black, blue, green and red points. My notes are colorcoded according to priority and categoryâ&#x20AC;&#x201D; something I learned in a management course and it is very helpful. 5. Pencil and sketchbook. For writing down ideas, drawing sketches of

what I will paint later on when I get home, and documenting birds I see around me for later identification by expert birdwatchers. 6. Freshly-harvested farm produce. Our pride.

November - December 2015 | adobo magazine

IN THE BAG

PEOPLE

QUARK HENARES

Head of production and development iFlix 160

7 3

8 10 5

1. Nardong Tae toy My lucky charm. If you look closely you'll see a loving dedication from creator Louie Cordero for me.

3. Smell Chic hand sanitizer To ensure that my hands are clean and fragrant (and I don't ingest parasites while consuming food.)

2. Adrian Tomine notebook I've had this for some time.If you look through the pages you'll see amazing sketches artist Christina Dy made while bored on the set and some scribbles by Jason Abalos because he used this as a prop in the movie.

4. A piece of cork because everybody needs a piece of cork in their lives. 5. Uniball Energie signpen Since I was in the sixth grade I've used nothing but Uniball signpens. Pretty much every comic/drawing/idea I've ever had has been because

adobo magazine | November - December 2015

of Uniball. Please get me as an endorser. 6. Airconditioning remote That I may control the weather wherever I go. 7. Moo.com business card case This little case doubles as the case I use for business cards I get, since it has "theirs" and "mine" tabs. 8. Ninja USB For all my black ops/ blackhat stuff.

9. Blue Meth Signed by Aaron Paul, this wonderful Heisenberg blue meth is best for waking oneself up during long pre-prods or in the middle of all-day shoots. 10. Currently reading Kim Gordon's Girl in a Band, a heart-wrenching and often inspiring memoir by one of the founders of Sonic Youth.

SIDE DISH

PEOPLE

NIKKI BENITEZ Senior Content Manager - Stills Beverages Portfolio Coca-Cola Far East LTD.

162 ANY SKILL YOU FAKED TILL YOU MADE IT? Confidence. There will always be moments when you have to fake confidence – walking in, acting like you know perfectly well what you’re doing even if you don’t, and just winging it. WHY MARKETING AS A CAREER? I’ve always been interested in Marketing back when I was still studying in UP, so I didn’t think twice in pursuing this straight out of college. The industry is just so dynamic – people, environment, behavior change constantly, especially now with more and more people spending time online and on social media. More than ever, now’s an exciting and transformative time to be in this career.

changes. Being smart is important, but can also be dangerous on its own. The most underrated quality for me would be optimism. Being positive and having a great attitude translates into hard work and willingness to do whatever it takes to get the job done, whatever the circumstance. BRIEF HISTORY OF MARKETING CAREER I am a high-potential marketing professional with 11 years of experience across fast moving consumer goods industries. I have expertise in brand management and marketing communications. I started my career with Johnson & Johnson (Phils.) Inc.

WHAT TALENT WOULD YOU MOST LIKE TO HAVE? I love music, but unfortunately, my talent only goes as far as choosing playlists to go with my mood. So I guess any talent related to it would be awesome - singing, dancing, playing the guitar/drums. YOUR FAVORITE BRANDS, EXCLUDING YOUR COMPANY’S? Nike, Apple, Starbucks, Disney, Google. WHO IS YOUR FAVORITE FICTIONAL HERO? It’s a toss between Harry Potter and Sherlock Holmes, since they’re both inspirational icons. Harry is believable and relatable, but I think his greatest impact has been what he stood for in literature - his books brought kids and adults alike back to reading, and made it more fun. Sherlock’s detection analytics and wit inspired not only other characters, but also influenced how actual detectives solve cases in the real world. WHAT DO YOU CONSIDER THE MOST OVERRATED AND UNDERRATED QUALITY? I think the most-overrated quality is intelligence. There are so many smart people who lack integrity, heart or morals necessary to make correct decisions and positive

in 2004 as Management Trainee handling Carefree Pantyliners, and eventually took on the role of Associate Brand Manager for Neutrogena in 2006. The following year, I moved to a family-owned business where I led overall Marketing for the company’s noodle brand Sunrice. In 2010, I found my way back to the corporate world when I entered The CocaCola Company, where I first handled Flavors (Sprite, Royal), then Coca-Cola TM (Coca-Cola, Coke Zero, Coke Light) as Brand Manager. Within the Marketing function, I moved from Brand to IMC in 2013 handling Coca-Cola TM as Senior IMC Manager, and just recently, took on a portfolio role for Stills (Wilkins, Minute Maid, Eight O’ Clock, Viva, Powerade, Real Leaf) as Senior Content Manager.

adobo magazine | November - December 2015

GETTING TO KNOW

PEOPLE

PETER BITHOS

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CH IEF EXECUTIVE OFFICER, HOOQ

PEOPLE (Side Dish) Nikki Benitez

AS A PARENT AND MOVIE FAN, WHAT IS THE RIGHT SEQUENCE OF SHOWING THE STAR WARS FILMS IN YOUR HOUSEHOLD? Episodes 4, 5, and 6...then the first 15 min. of Episode 1...then wait for Episode 7.

NAME YOUR FIVE FAVORITE ASIAN FILMS (AND IF POSSIBLE PLEASE MENTION WHY YOU LIKE THEM) Crouching Tiger, Hidden Dragon for the beautiful cinematography. Metro Manila, while not technically Asian, it's a great Indie flick about my former home. Slumdog Millionaire for the rags to riches story Chennai Express—Modern classic. The Seven Samurai... one of the best movies ever. Anywhere. MOST PEOPLE USED TO ASK "LETTERMAN OR LENO?" --WE'D LIKE TO KNOW YOUR POSITION ON "SIMON PEGG OR PETER SELLERS?" Peter Sellers. No contest.

WHAT'S YOUR GO-TO FEEL-GOOD MOVIE? (OR THE MOVIE YOU GET SENTIMENTAL ABOUT?) Shawshank Redemption... yes, it IS a feel good movie!

NAME THE FILMMAKER (ACTOR, WRITER, DIRECTOR, OR PRODUCER) YOU MOST ADMIRE, AND HAVE A COLLECTION OF HIS/ HER FILMS. I do have to go with Spielberg for his sheer passion for story telling. Jaws and Schindler's List are both flawless.

WITH THE AVAILABILITY OF HOOQ ON MOBILE PLATFORMS, ON A WIDE VARIETY OF DEVICES, WHAT ARE YOUR PREFERRED GADGETS WHEN VIEWING A MOVIE ON THE GO? My Samsung Galaxy Note 4. Great Screen. Portable. Great phone. Perfect for those economy flights we have to fly as a start-up!

WHO ARE YOU REALLY ROOTING FOR ON GAME OF THRONES? (AND SECRETLY HOPING DOESN'T GET KILLED NEXT SEASON?) Action. I'm a pretty simple guy. NAME YOUR FAVORITE MOVIE SNACK/DRINK. Popcorn... no butter or any of the other stuff that adds a kajillion calories. WHAT UPCOMING MOVIES ARE YOU LOOKING FORWARD TO WATCHING ON HOOQ? Not really a movie, but really looking forward to season 2 of Manhattan. I'm totally HOOQ'd on it after binge-watching Season 1.

adobo magazine | November - December 2015

T H E

F I R M

Feature 166 Bullet Manila 170 EchoStore Shoptalk 175 iFlix

BULLET MANILA

THE FIRM 166

WHERE’S THE REMOTE? adobo catches up with Bullet Manila and finds out what they and Oriental Post Bangkok are up to.

e were impressed when the guard at the building reception mentioned Bullet Manila was at the top floor. The cool confines of their homey and spacious production room was but one of the many refurbished rooms in the airy rooftop unit. adobo wanted to take photos but they said photos are better taken when they’re done with renovations. Bullet started in Bangkok, a Thai company. When the two founders (film directors Martin Arnaldo and Robbie Dinglasan) met, they decided to open an office in Manila to showcase their work- a boutique shop. Not aiming to be a big company but to cater to a niche market. “We’re not beholden to anyone,“ Robbie proudly states. “We mounted Bullet on our own. We’re our own bosses,” Martin chimes in. “The first year was okay but 2014 was a bit rough when digital came up.” Robbie remembers, “And it was also when everyone was trying to undercut your pricing. Until people realized that

adobo magazine | November - December 2015

you need to tidy up your production. Somehow the industry self-corrected.” This year, the clients realized that the shabby videos were doing more harm than good to their brand so the budgets became a bit more generous. One bad year out of three isn’t bad at all for a young company that’s just beginning to grow wings. “ It’s year three and we want to make some changes, that’s why we now have (media/business maven) Apa Ongpin to help us on the business side,” Martin confides. Just recently, the two also partnered with an old work buddy, Oriental Post Bangkok for something that only Bullet Manila can offer – remote color grading. NO MORE JUNKETS?

Even before Bullet Manila started, the two founders have already established an easy working relationship with Oriental Post in Bangkok. “ We know the way they like to work and they know the way we like to work." says Matthew Szabo

THE FIRM

MANILA BULLETIN

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(L-R) Martin Arnaldo, Robbie Dinglasan, and Leslie Tan

November - December 2015 | adobo magazine

BULLET MANILA

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of Oriental Post, “We’ve known each other for years and it’s a very easy relationship.” They’ve worked on many international projects together and they all travel a lot for work. They realized how hard it is to sync schedules especially when it involves the agency and client. They took to technology to solve the problem. Both worked on making it possible to do color grading in Oriental Post Bangkok and be able to see the progress and results of each step while in Bullet Manila. Does that mean no more Bangkok trips for the advertising agency and their clients? Arnaldo quickly explains, “There will still be trips but instead of having to fly to Bangkok twice, you’d only have to go once and do the subsequent sessions remotely.” It will also reduce the number of people who will need to travel. More importantly, it will allow productions with limited budget to enjoy the quality of work that the colorists in Oriental Post Bangkok can deliver. “It gives local productions the chance to plug into a wider palette of artistry and benefit from the global experience and training of the colorists in Bangkok,“ Arnaldo adds, “It also allows our local colorists to adobo magazine | November - December 2015

work and learn from these experts.” Oriental Post has done remote color grading with their offices in Indonesia, Vietnam, and a company in London. In Manila, they only do “remoting” with Bullet who invested in a broadcast-quality monitor that’s regularly calibrated by an expert from Oriental Post Bangkok. They have tried remote color grading for some local TV commercials successfully and are pushing it for other clients. WHAT’S NEXT?

The partners are working to make the “remoting” experience more transparent and more real by installing more cameras. Do they plan to finally launch? Arnaldo laughs, "We’ve been mostly doing a lot of regional projects…but now we want to open ourselves to what’s going on in the Philippines. By waiting we’re able to establish our own brand and bring a certain way of doing things from an international perspective. That’s not something we could have done on year one. I don’t know if it’s going to be a party. We don’t invest in parties. Our marketing is through our work not in parties.”

BULLET TEAM Martin Arnaldo - Film Director Robbie Dinglasan - Film Director Angel Illumin - Executive Producer Leslie Tan - Executive Producer Don Falsario II - Film Director Apa Ongpin – Chief Finance Officer

ECHOSTORE

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A STORE THAT ECHOES Just like gardening, Echostore was originally meant to serve as a leisure activity for the three ladies, but after seven and a half years, Echostore grew and proved to be much more than a hobby. words

REA GIERRAN |

adobo magazine | November - December 2015

photos

DAN HARVEY & DEMPSON MAYUGA

THE FIRM

ECHOSTORE

A SEED THAT WAS ECHOSTORE.

Seven and a half years ago, three good-natured women planted a seed. They cultivated it with passion and made sure it was exposed to the right kind of people. As seeds take time to grow, they patiently sprinkled it everyday with motivation. After careful pruning of negativity and criticism, the seed started to branch out and the fruits it bore were given to help people live a sustainable life. Chit Juan, Jeannie Javelosa and Reena Francisco saw that there was a gap in putting community products out in the market. This opened the opportunity for them to set up a space where people can buy environmentfriendly goods. There were detractors along the way, saying the store wouldn’t thrive and eventually run out of goods to sell, but after seven and a half years, Echostore still continues to grow. Their first store opened in 2008 in Serendra Bonifacio Global City. The following year, they started to go around the country to help product development. They were passionate in tracing the roots of the products they bring to the market. They had to make sure that everything is purely organic. “During our second year we got a little confused. I said, are we selling or are we helping? That’s when we decided to take a separate direction. Ours became more structured than focused,” Jeannie recalls. THE ECHO UNIVERSE

The trio’s goal was to endorse consumers to a more healthy and sustainable lifestyle. Echostore Sustainable Lifestyle is the flagship store. As the organization evolved, the Echomarket and Echocafe were integrated to it, completing the tri-concept. Shortly after, Echosi Foundation was created to organize development programs they had been doing from 2009-2010.

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Chit recalls how the Echosi Foundation started. “One day, a friend just came up to me and said, ‘I like what you are doing. I want to give you money.’ and I was like, we can’t really accept gifts like that, but we can form a foundation, and of course a foundation costs a million. Then he said, ‘Okay, I’ll give you the million.’ He then has become our Treasurer,” she said. Echostore is all about having a product, honing the way it’s packaged and bringing it to the market. “Sometimes selling is 90% packaging. I always tell them that when you

From (L-R) Echostore trio: Jeannie Javelosa, Chit Juan and Reena Francisco

November - December 2015 | adobo magazine

SHOP TALK

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have a product, go to the grocery and place it there. If your product disappears or doesn’t stand out from the rest, your product won't sell,” Reena says. The mission-business is supported by their three philosophies: to nurture and sustain the Self, Community, and Environment. THE POWER OF THREE

Call it fate, call it serendipity, but adobo was able to get the trio together, which is a great feat as the three equally have many irons in the fire. Reena and Jeannie have known each other since fifth grade, while Chit and Jeannie met each other in college. Jeannie Javelosa is a winning visual artist-designer, museum curator and a strategic brandmarketing communicator. Chit describes her as the Culture Vulture. adobo magazine | November - December 2015

“She always has the last say when it’s a culture-related topic. When she says that it’s a patadyong (skirt), it’s a patadyong. When she says it’s Maranao, it’s Maranao. When it comes to culture and arts, Reena and I are all hands up to her,” she says. Pacita Juan, or Chit on the other hand is a multi-awarded entrepreneur, recognized by the business sector for her accolades. “She’s known for her entrepreneurial skills, of how she can see the capacity to bring people together for a business direction, but she’s also very green. She’s the farmer among the three of us. She loves to go to the grounds. She’s also our diplomat!” Jeannie giggles. Regina Francisco or Reena is a graphic designer and a businessperson with an impressive career history which includes consulting for restaurant, food and café operations. “She’s the heart of operations, a very detail-oriented person. She does the things we wouldn’t want to do like store set up, packaging and HR. All these tasks which require great details,” Chit says. Chit and Jeannie would always get invited to speak at conventions and Reena would always end up sitting at the back, observing. “She’s always in the background, you would have to push her to the front,” Jeannie adds. It is said that business partnerships, especially among friends, don’t survive. But Chit, Reena and Jeannie prove otherwise. “We already know the good and the bad side of each. Seven and a half years taught us to have a lot of tolerance and patience,” Chit says. “Being friends and being business partners are two very different things. There will always be emotional swings therefore it’s important to respect each other. We think that Echostore thrives because of the kind of spirit everybody brings,” Jeannie shares.

IFLIX

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INSIDE THE IFLIX PLAYGROUND adobo magazine takes you inside whatâ&#x20AC;&#x2122;s probably the only office where even though the boss is not away, the employees can absolutely play. words

adobo magazine | November - December 2015

MARJ CASAL |

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IAN HANDOG

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ll work and no play makes Jack a dull boy. iFlix Philippines country manager, Sherwin dela Cruz clearly took this proverb seriously while telling interior designer, Yzabel Cagalingan, about how their new office in Bonifacio Global City should be like. “[An environment that would] change customer behavior,” recalls Yza when adobo asked her what exactly did Sherwin tell her that resulted into an office mecca for those who couldn’t just settle in their designated desk and swivel chair for nine hours a day, five days a week. “Their slogan is Let’s Play! How can they transcend to their customers if they’re working in an environment that doesn’t allow them to play?” So, on top of the already fun job of curating movies and TV series for the fast growing Subscription-VideoOn-Demand service, iFlix built a headquarters that does not only make it hard for its employees to leave, but an environment that stimulates and squeezes out the most creative ideas that could have otherwise been tucked quietly away in the nooks and crannies of an idle mind. iFlix’s HQ stands out like the eccentric student that we all have during high school beside its neighboring white-washed offices laden with cubicles in the 26th floor of Trade and Financial Center. The end of the cold marble floors and the start of the faux grass carpet mark the entrance to iFlix’s playground. A rustic front desk with

a plastic bowling set underneath it right away sets the visitors’ mood. The short walkway from the reception area to the office tables is covered with a graffiti wall designed by Egg Fiasco, one of the two local artists who painted the walls of Bonifacio Global City along with other foreign designers. The graffiti wall is one part of the interior design that is uniform to all iFlix offices across Asia, and for the Philippines, Egg Fiasco has decided to use elements from the movies and TV series that are available from the application. The employees’ desks that transform into chess or beer pong tables if the need arises form only a small part of the office. “We don’t

A playful spirit pervades the work space

November - December 2015 | adobo magazine

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THE FIRM 176

Stressbusters and quiet spaces

adobo magazine | November - December 2015

really have an assigned table. Anyone can sit anywhere,” says Zaya Pono, Corporate Communications Manager of iFlix. Just like Mark Zuckerberg, the country manager doesn’t have his own separate office. He would just work in the conference room, in one of the pantry tables or one of the desks. “He just squats anywhere,” chimes in one of the employees. The larger part of the room is made up of the two conference rooms, which they playfully call “The Mordor” and “The Batcave”, and “The Central Perk” which covers the pantry and three corner tables that resemble your favorite spot in a coffee shop. Across the storage room or “The Chamber of Secrets” is the game room, the home of the Friday 'Halo'

nights, that is fully equipped with an Xbox 360 console, and other classic board games like Monopoly, Scrabble, Taboo and Jenga. For the more mobile and athletic players in the house, a dartboard, basketball ring and a plastic golf set are right outside. Everyone is welcome and even encouraged to work beyond their desks. “We would like to develop a collaborative environment for our team members,” says Sherwin. Since they moved in from their old shared office in W Building about two months ago, iFlix’s admin officer joked that the employees are clocking in more office hours than they used to. Now, that’s a win-win situation for both the company and the team. Clearly, a company that thinks about the welfare of its own people says a lot about its attitude towards business and its customers. No wonder that since iFlix was launched in May this year, it has quickly grown to be the most popular Subscription-VideoOn-Demand service in Southeast Asia, recording over 100,000 subscribers in just two months. In the Philippines, iFlix has entered partnerships with the PLDT Group, Smart Communications, and GMA Network to bring the service closer to Filipinos. By staying true to their motto, “Let’s Play!” and putting their people and customers first, iFlix will surely continue to dominate and become the biggest player in the business arena.

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Trendwatching 178 The Algorithm of Attraction 180 Ten Industry Wide Transformations

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INTELLIGENCE 178

THE ALGORITHM OF ATTRACTION The battle for consumer eyeballs is not one to be fought on price, but through the delivery of more inspiring moments, medium and messaging. artwork

adobo magazine | November - December 2015

BRENT SABAS

he e-commerce experience of the future will be data driven. Highly intelligent algorithms will provide consumers with the ability to only receive offers that are relevant and of value to them. Integrated and connected devices will inform what we buy, when we buy and who we buy from. Attention is the currency of the New Economy. This has created a new challenge for retailers: the medium that has enabled connections to be created at greater volume and velocity has also given people greater control over the type and timing of messages they are exposed to. A study by Microsoft revealed that the human attention span has decreased from 12 seconds in 2002 to only eight seconds in 2013. But the consumer is inundated with more and more marketing messages. Digital adspend in APAC is estimated to reach US$96.5 billion in 2018 and e-commerce merchants will need to get smarter and faster in making the most of their marketing dollars to capture the attention of potential shoppers. Consider the challenges already presented by the ability to make a screen disappear with a swipe of a finger, and the phenomenon of ‘screen stacking’. Add to that complex privacy laws and varied device settings that will further dictate access to the consumer. As we have witnessed with both traditional and digital media, despite changes in how we communicate, people remain open to engagement. Their requirement, however, is that companies need to offer more value and more

rewards, with less disruption. The quality of online connectivity has a gross impact on the success and growth of e-commerce in the region, as a key driver of consumer uptake is page load time. “A one-second delay in page load time equals 11% fewer page views, a 16% decrease in customer satisfaction, and 7% loss in conversions.” Internet speeds in developed countries within APAC are some of the fastest in the world, but in developing nations, the issue of speed is superceded by the subject of internet access. An e-commerce merchant that wants to take advantage of growth in countries like Indonesia, where desktop Internet access is not as prevalent as mobile Internet access will need to consider this when building their e-commerce strategy. In Indonesia, less than half of the country’s Internet users spend three or more hours online per day; a consequence of poor Internet quality. Rakuten Asia noted in 2014 that this resulted in most people conducting their online shopping during work hours as Internet connections were more reliable; which for Rakuten Indonesia peaked around 11am. Compare this to data presented by Taobao, which revealed that in China, shopping via mobile phones provides an experience 67 seconds faster than on a personal computer and shopping hours peak at 10pm. Being aware of the time when people are connected is only one facet of attracting consumers. Targeting shoppers when they

INTELLIGENCE

TRENDWATCHING

179 Companies need to offer more value and more rewards, with less disruption.

are in the most receptive frame of mind is another important factor in e-commerce marketing. With the ability to connect with people throughout their day, at any time and any place, though locationbased services via mobile devices, the imperative for merchants will be to provide offers that match the consumers’ emotional and physical needs in the moment. “With all the offers that consumers are inundated with on a daily basis – through emails, SMS, websites, banners and more – even the best offers might get missed, if they are not delivered at the right time and place,“ says Sam Ahmed,Group Head of Marketing at MasterCard Asia Pacific. MasterCard has begun to test the effectiveness of this approach through its Digital & E-Commerce Engine by producing campaigns based on consumer interest over a period of 12 hours.

The MasterCard white paper, “The 10 Industry-Wide Transformations Impacting E-Commerce in Asia Pacific and Implications for Your E-Commerce Growth Plans” is aimed at helping merchants navigate the rapidly evolving e-commerce industry and strategically plan for the future. It was developed following conversations with various e-commerce players across Asia Pacific, and examines perspectives from industry leaders on the varied state of e-commerce in these markets. © 2015 MasterCard. Proprietary and confidential. All rights reserved. All third-party product names and trademarks belong to their respective owners. November - December 2015 | adobo magazine

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TEN INDUSTRYWIDE TRANSFOR MATIONS

illustration

JC PEÑAFLORIDA

MOBILE DEVICES WILL BE THE DOOR TO HIGH STREET.

The mobile screen will be a retail destination. It will give people on-the-go access to supermarkets, marketplaces, boutiques and niche stores. Securing prime real estate on the home screen is critical, as this is where the war for the consumer will be fought. On average, smartphone users regularly access only 26.7 apps per month out of more than a million available for download.

Consumers will browse, rate and recommend products and services with friends and followers at all times. We already see an increase in partnerships between merchants and social platforms like Instagram, Facebook and Pinterest that make each shopping moment shareable with one-click. This taps into the growing dominance of influencer and peer marketing that consumers are growing accustomed to.

We will be prompted to shop for things even before we know we need them. Fridges will generate shopping lists based on consumption patterns and preferences, and your location will serve up the best deal for dinner. Shopping will be one component of a much larger digital ecosystem. Data gathered from operating systems and mobile devices will inform what we buy, when we buy and who we buy from.

YOU’LL NEVER SHOP ALONE.

SECURITY IN A HEARTBEAT.

The use of biometric data from mobile and wearable devices will ensure constant identity authentication. This is already being explored with the use of facial recognition and electrocardiogram (ECG) technology.

DATA WILL DRIVE INTENT.

THE CONSOLIDATION OF DIGITAL WALLETS.

With digital payments being progressively integrated on mobile phones, there will be less need to subscribe to a range of digital wallets (there are over 20 in India alone). Payment technology like MasterPass is enabling consumers, issuers and merchants to leapfrog to a

adobo magazine | November - December 2015

FAMILIARITY BREEDS CONSENT.

Merchants that use transaction data in a secure and intelligent way will unlock the trust of the consumer. People will be able to choose to only receive offers that are relevant and of value to them. Companies that get the equation right will be given permission to access more touchpoints in people’s lives.

MARKETING WILL BRING MAGIC TO MICROMOMENTS TO DRIVE TRANSACTIONS.

Advertising as we know it will be replaced by campaigns that respond to people’s immediate mental and emotional states. With the Digital & E-Commerce Engine, MasterCard is already seeing the effectiveness of similar targeted, real-time strategies.

Comparison shopping will make price tablestakes. The merchants who deliver on their brand promise in a personalized and emotionally engaging way will earn the dollars and loyalty of consumers. Reward systems and CRM programmes will become critical for sustainable success.

Merchants of all sizes will be able to afford the assurance of secure payment transactions. Financial data management will be democratized by integrated operating systems developed by companies like MasterCard.

SERVICE AND REWARDS WILL BE THE KILLER APPS.

secure digital payment network. This is happening through cutting edge technology in digitization, tokenization and authentication of card information. At the same time, big digital players like Apple, Samsung and Android are using existing payment networks like MasterCard, integrated into their cardon-file systems.

EVERY RETAILER WILL SET UP A DIGITAL SHOPFRONT.

FASTER CHECKOUTS, LESS FRAUD.

The consolidation within the digital payments industry, and the innovations in digitization, tokenization and authentication will mean that consumers experience a seamless check-out experience. This will also mean that merchants will not need to hold huge amounts of personal payment data which is making them a target for fraud.

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November - December 2015 | adobo magazine

INTELLIGENCE

Haute cuisine for your brain. Feed your brain with ideas and thoughts from the experts in advertising and creative communication. The perfect gift for all seasons.

182

For book orders and inquiries, please contact emman.domingo@adobomagazine.com, +63 2 845-0217 or 18, adobo magazine | November - December 2015

or visit www.adobomagazine.com/adobo-books.

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Watering Hole 184 Goto Monster Feature 186 Prism Gallery 188 Jake de Guzman/Green Living App Review 189 App for Good Event 192 adobo Campus Tour Movie Review 194 Heneral Luna

Book Reviews 196 Halina Filipina 198 Kwentaxi Event 200 adobo Festival of Ideas Gadget Review 202 Samsung Note 5 Feature 203 PhP 12M for Your Thoughts 204 adobo out & about

November - December 2015 | adobo magazine

WATERING HOLE

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The appeal of that 24-hour eatery called GOTO MONSTER. words

ANNA GAMBOA |

adobo magazine | November - December 2015

photo

DAN HARVEY |

food styling

MARJ CASAL

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onveniently located at the corner of P. Ocampo and Primero Rivera Streets in Barangay La Paz, an area roughly between the SLEX and Chino Roces Avenue, Goto Monster functions as that eatery open to all comers at all hours of the day. Serving comfort food in the form of congee jazzed up with various add-ons, diners can have their wholesome bowl of shiitake-laced carbs, or bellypleasing bagnet to quell their rumbling empty stomachs. Functioning as that reliable go-to place for foodies on a budget, Goto Monster aims to please with simple fare, prepared with care, and served consistently. Whether recovering from a night of getting smashed after a killer presentation, or requiring some fortification during an ongoing battle with a deadlineâ&#x20AC;&#x201D;this form of Pinoy soul food is a welcome addition to your empty tummy, rain or shine.

November - December 2015 | adobo magazine

FEATURE

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positive art + n e g a t i v e s p a c e The art in craft words

ROCELLE ARAGON

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n the “behind Publicis but before MCS”, ‘80s-low-rise area of Legaspi Village sits Prism Gallery. Opened just this May by onetime client and long-time artist Gold Tantoco, the space is welcoming, not only to children and young families but to forms of craft rarely shown in galleries. Ex-Pepsi and P&G, Tantoco has also painted since childhood and has a second degree in Fine Arts. But her marketing hat is very much on at Prism, where shows are themed, social media is active, and Tantoco advises artists on differentiating themselves. The current Postcard Art show will have new displays over its one month run, and will be joined by well-curated craft art from mid-November; both aim solidly at holiday gift market and the current mania for items that are limited-quantity and handmade. Why postcards? Sized for the walls and pockets of the condo/ cubicle nation, postcards allow

artists to explore styles, themes and limited series, in a way that can be prohibitive to do on canvas. “Postcards have been bubbling under. We would see them at art fairs, consign them at our shop; artists make them, people buy and, I think, swap them. So we decided to put them together, “ Tantoco says. A call went out on social media, drawing artists from as far as Bacolod, Baguio, and Bohol; from college kids, to a doctor, to current or former industry creatives. Some works contain elements of photography, fractal art or 3D. As a group, they show emotion, beauty or layers of story packed on a “4x6” piece of quality paper. You see the Pinoy’s love for meticulous handwork and ornament (“Matiyaga ang Pinoy, very detailed.”) and the allergy to “empty” space so familiar to the ad industry; in the small sizes, with their images of nature and escape, you see our jampacked, jerry-built cities that drive us inward

in search of personal space. It’s very much of a piece with Prism’s other shows, which have featured papercutting (both traditional and modern), “useful art” such as chopping boards and mirrors, and one artist’s combined photos and writing. While Tantoco will be including canvas in some of her shows next year, “it will still be Prism because it will be new, and without many restrictions.” What she looks for in artists: “I need to see technique, effort. In this age of Behance, especially with solo exhibits, we look for artists with a really unique style. Within the guidelines of quality and positivity, if that’s your expression there’s probably a market.” Positivity and paper: “There are already plenty of places to see the alternative. This is something ownable for us, like paper-based art and craft vs. fine/ studio art. We offer something different, to a different market.” On being a smaller gallery in the business district: “As a destination gallery, we know people sought us out, both artists and the public. You can walk here on your lunch break, from Greenbelt, while waiting for your derma appointment or your table at Bondi & Bourke. I’m also happy to have connected some of our artists to industry clients, who discover them here.”

Matiyaga ang Pinoy. Very detailed. We’re also very emotional. We work in secret, in our little rooms, just to let out our creativity, and hoping one day, maybe, to show our art.

Located in a former laundromat that was hiding its high ceiling, Prism also holds regular art workshops, hosts events, and has a tiny gallery shop of affordable but unusual art, gifts, stationery and craft supplies. November - December 2015 | adobo magazine

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How Jake de Guzman discovered his true calling finding the spiritual in our everyday life.

hen it’s in your nature to see the good in people, you can’t help but find it wherever you go. In the case of Tripleshot Media’s Jake de Guzman, his years with the Society of Jesus (especially under the mentorship of Fr. Johnny Go at Jesuit Communications) and Probe Productions (with Cheche Lazaro) created a pursuit of good content. Tripleshot Media, formed seven years ago with idealistic friends, was their “mini Probe Productions” project, which produced Green Living four years ago on ANC. Hosted by Paolo Abrera, the environmentallythemed show set in urban life won the Gawad Tanglaw ng Lahi award. Jake also teaches leadership at Ateneo School of Business, which is his way of helping form the next generation of leaders, and sharing his interesting mindset:

adobo magazine | November - December 2015

that of seeing the good in others and seeking the right path. Buying the rights to produce Gameplan from Probe Productions, Tripleshot Media gambled by airing episodes on the web under the aegis of Rappler—and they were in the black within one year. “The [Rappler] tie-up creates a reach bigger than cable,” de Guzman reflects with some bemusement, a newly-created digital native still getting used to the waters, but enjoying his time in it. Gameplan, he says is still about people changing for the better, grassroots sports, and the (ever so gentle) push towards responsible eco-travel, like “Waves for Water” where U.S. surfers give a water filter good for 100 people in a period of five years. They’ve done features on vetiver and plantex, and there’s still a million stories out there, waiting to be told. For the meantime, there’s

another project awaiting broadcast: EcoAdventures PH, which will highlight the wonders of the country, but ironically be broadcast in Malaysia first before airing in the Philippines. Here, Jake shrugs. After all, the objective is to get a wider audience to appreciate the Philippines, why not get a nextdoor neighbor to check it out?

APP FOR GOOD Apps have grown to be intertwined with our daily routines than ever. There’s an app that wakes us up, reminds us of our meetings, controls our living room and even tracks where we pooped, a global army of developers have covered an immense list of topics and needs. And that includes apps that boldly seek to make the world a better place.

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BUDGE

CHARITY MILES

Gone are the days of daring your friends without consequences. When you challenge your friends to Budge, the person who loses the challenge needs to donate an agreed-upon amount to a charity of the winner’s choosing.

Charity Miles lets you raise money for your favorite causes while walking, running or biking. The app’s corporate sponsors donate 25 cents for each mile you walk or run, and 10 cents for each mile you bike.

DONATE A PHOTO

FEEDIE

With every photo you share, Johnson & Johnson donates $1 to a cause of your choosing. The Donate a Photo app, available on iOS and Android, also lets you follow your friends’ photos, so you can keep up with your social life.

Great for foodies, photographers and humanitarians, this iOS app adds a great cause to your foodstagrams. When you dine and snap a food shot at one of the participating restaurants -- which, for now, are only in New York -- a meal is donated to a non-profit feeding schoolchildren in South Africa.

November - December 2015 | adobo magazine

ENTERTAINMENT REVIEW

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INSTEAD

MY LIFE AS A REFUGEE

Did you know that with the money you save cooking three of your own meals, you could fund someone’s HIV medicine for three months? Instead is an iOS app that shows you how much you can save with simple tweaks in your lifestyle. Once you make those cheaper decisions, Instead encourages you to donate to a non-profit organization out of your savings.

My Life as a Refugee is an app for iOS and Android created by the U.N. High Commissioner for Refugees (UNHCR). It lets anyone around the world experience life fleeing from conflict or persecution. Through beautiful illustrations, you’ll read the stories of the app’s many characters, who have been separated from their loved ones and have experienced hardships.

RECYCLEBANK

TANGOTAB

The Recyclebank app, available for iOS and Android, rewards you for recycling. The gamification of recycling awards points that you can redeem in stores and in the app.

Forget daily deal apps -- there are apps that give back while giving you a great deal. TangoTab, available for iOS andAndroid, donates meals to food banks every time a diner purchases one of its restaurant deals.

adobo magazine | November - December 2015

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CAUSEWORLD

MGIVE

Karma points donations are starting to show up in Twitter feeds and Facebook streams everywhere, and is a favorite of marketing guru Joe Jaffe. The free app works like any locationbased social game, but instead of earning virtual badges or winning prizes, members earn karma points donations and get to choose which charity receives their donation, and then broadcast their good work to their peers. Sponsored by brands like Kraft and Citibank, Causeworld is looking to connect shopping and buying with location-based, realtime cause marketing, turning us all into mini-philanthropists.

mGive is responsible for routing more than 90 percent of all funds raised to date through the mobile donations, and works with more than two hundred nonprofit clients, including the Red Cross, the Salvation Army, and the United Way. For a fee, nonprofits can register with mGive and ask supporters to text donations in increments of US$5 or 10.

MOBILERICE

Mobilerice tests your vocabulary skills while donating grains of rice through the World Hunger Programme. It matches words with their definitions or synonyms and helps diminish hunger worldwide. The app is connected to the website, which has collected 77 billion grains in 2 1/2 years — enough rice to feed millions.

November - December 2015 | adobo magazine

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adobo Campus Tour adobo Magazine goes back to school—to educate and learn from our future in advertising, marketing, and communications. photos

IAN HANDOG

ANILA - Close to 600 students from different universities attended the maiden launch of adobo Campus Tours, October 10 at the Multi-Purpose Hall of Henry Sy Building, De La Salle University. Cooperating with the host school’s AdCreate Society, the official organization for advertising management students, adobo magazine has started the first leg of its campus tours around the

adobo magazine | November - December 2015

metro bringing first-hand stories, testimonies and inspirations on creativity, advertising, marketing and digital from various experts in the industry. Kan-Kan Ramos, Social Media Marketing Director of Havas Media Ortega, kicked off the talks by sharing tips on how you can effectively love your current profession and balance your passion at the same time. She showed her bag of artwork in illustration and Zen tangling – all made while being

a social media marketer, online publisher, strategist, planner, and media planner. She also recounted her journey where she came from, of getting endless inspiration from her family, until where she is now today. Meanwhile, Abby Sy, who was an alumna of DLSU, told her humble beginnings in typography. The principles she has held strong from a shy and apprehensive girl to becoming a talked-about freelance designer, author, workshop instructor and creative entrepreneur were the core messages of her talk. Publicis Manila’s Account Division Head, Jenny Wieneke, also took the stage, shared secrets in account management. She identified seven superpowers (and heroes) an account manager possesses to be an effective bridge for companies. April Lim-Landicho, Group Account Director of Ace Saatchi, connected how digital has transformed account administration. The crowd got a new term, as she introduced Saatchi & Saatchi CEO Kevin Robert’s ‘Lovemarks’. She explained that the campaign shows that companies (and agencies) can incredibly transform brands and businesses, sustaining a high respect and love, as well as creating life-changing relationship between customers and products. Brandie Tan, Executive Creative Director of Publicis JimenezBasic, busted and supported claims about how fashion, food, movies and travel is correlated to advertising during the afternoon sessions. He presented works he have had under a sundry of ad gurus and agencies and told how each one of those made an impact on the world of creativity. Capping off the conference was Sid Maderazo, a renowned TV Commercial Director and Post Production of 88 Storey Films, talking about the Art of 30 Seconds. He recalled how his career as

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01. Abbey Siy 02. From (L-R): Charmaine Lopez, April Lim-Landicho, Jenny Wieneke, Janelle Barretto Squires

commercial director, specifically for Coca–Cola ‘The Beat’ commercial, changed his life and fulfilled his dreams, from a boy who just loves doodling in classes to a man of great visuals. “This event is just one of adobo magazine’s efforts in reaching out to the future pool of advertising and communication practitioners, said Rockie Raqueño, adobo magazine’s events manager. “Just like other adobo branded events, our aim is to arm them with valuable insights about the different facets of the industry and subtly guiding them as they choose their specific career paths based on their innate talents and potential,” she further quipped. Watch out as more schools will be added to the roster of tour stops in 2016 and a special publication gets launched early next year.

November - December 2015 | adobo magazine

MOVIE REVIEW

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adobo magazine | November - December 2015

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MOVIE REVIEW

JERROLD TAROG of Artikulo Uno mulls the future of indie historical films now that Heneral Luna has gone beyond the Php 240M mark. photo

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KAI HUANG

n Heneral Luna’s successful sixth week in Philippine theaters, Jerrold Tarog is recovering from a cold, relieved at the runaway hit-status of the film, but readying himself for the next projects coming his way. The film asks the question “bayan o sarili?” Country or self? Bravery or cowardice? Tarog, who took on writing, directing and film scoring tasks--answer firmly in the former— that there are ideals worth dying for. With the screenplay adapted from Whirlwinds of Dust by Henry H. Francia and E.A. Rocha, Tarog has a cast of talented actors who breathe life and bring back the humanity of our textbook historical figures. Antonio Luna (John Arcilla),Apolinario Mabini (Epy Quizon), and Emilio Aguinaldo (Mon Confiado) immediately come to mind. Slated as part of a historical trilogy by Artikulo Uno Productions, some creative liberties were taken with the film (hence the opening credits disclaimer), but it’s meant well, as the production is meant to incite further thought. Dakila, a change-oriented organization, helped Artikulo Uno in its campus tour to promote the movie ahead of its general release—with the assistance of the Filipino Youth Commission and the Film Development Council of the Philippines. Dakila president, Lourd de Veyra, addresses the Filipino youth in an open letter:

“Study the past. Ask the difficult questions. Argue and care like it is still 1896, 1899, or 1900 – because the ghosts of the past continue to haunt us.” Apt words, considering the movie’s content. At a special advance screening of the movie at Cinematheque Iloilo, Dakila’s Leni Velasco acknowledged the regional screening partners and addressed the audience of students, educators and film/ history aficionados. As the film is meant to “disturb the idea of heroism” and raise “questions on the idea of nationalism,” Velasco points out that Filipinos are still in the midst of an “unfinished revolution.” And for everyone to contribute to the winning end of that unending struggle, the idea isn’t to die for the country, but live for it instead. “Every act of selflessness counts,” she says. Working with the idea that revolutions begin in the imagination, Tarog grabbed the chance to do Heneral Luna as his contribution to doing away with romanticizing nationalism. As someone from the post-screening panel commented: “It’s really about small acts everyday. Be prepared to stand alone, be anonymous, be ridiculed.” Produced by E.A. Rocha and executive produced by Fernando Ortigas, the biopic already has a planned theatrical release in the U.S., and has inspired many audiences to care more about the future of the patron.

November - December 2015 | adobo magazine

BOOK REVIEW

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adobo magazine | November - December 2015

The Love Story of you and me words

MARJ CASAL |

t wasn’t only since ‘It’s complicated’ became one of the relationship status options on Friendster, circa 2002, but since time immemorial, romantic plots on Pinoy chick flicks and teleseryes have always been crafted to be as complex as possible. The characters are often entangled with one another in the most unfortunate ways–if they’re not secretly related by blood, they are members of two families with a long-standing rivalry, or if one of them is not secretly wilting away from leukemia, that person definitely turns into an aswang (horrifying supernatural being that eats viscera) at night–making relationships problematic, and sometimes even tragic, at least for the first half of the show. It’s really no big secret that Filipinos are fond of plot twists, tragic beginnings and happy endings. But in Halina Filipina, Arnold Arre tells a simple love story between a man and a woman, hindered by nothing but themselves and “external factors” that we are all too familiar with–a plot that could easily be the love story of you and me. Unlike Arre’s previous graphic novels, Halina Filipina didn’t have the barkada that we’ve grown used to, somewhat a reflection of how friendships start to drift away once we become adults worrying about real life problems.

title typography

“BOHEMIA” BY SHARON SID RAMOS

Halina is a balikbayan who wants to understand her self by tracing her roots, a common phenomenon among Filipinos whose families have migrated overseas in search of a better life. Cris, on the other hand, is a struggling writer living off reviewing crappy movies, a specimen of a frustrated Filipino who has had it with the country’s rotting system, heavy traffic and novelty shows. As fate would usually have it, these two polar opposites meet by chance — the kind of chance encounter that is inevitable and most of us get to experience at least once in our lifetime, the kind that changes us forever but which we would only realize once it’s over. Arre powerfully captures the serendipity by showing Halina and Cris lost in the ocean of people with their bodies as the only recognizable figures, illustrating the way our eyes could easily catch the face of someone we love. Halina was the sun that lit up Cris’ monotonous life while Cris was the moon that guided Halina in navigating her way through her homeland complete with a rattan hat, and then eventually to herself, like two different pieces of a puzzle that fit just perfectly. The way they laugh and giggle, and look into each other’s eyes, illustrated in great detail, an Arre trademark, reminds us of the time when we also found our home in

someone, even if only temporarily. But like the sun and the moon, their time together couldn’t last very long as reality slowly creeps up on them–Halina’s life and a boyfriend that she has to go back to in the U.S., and Cris’ struggle to reconcile his beliefs and his discoveries about the Halina he first knew or would like to believe he did. As perfect as it may seem, their story had to come to an end, the way most chance relationships do nowadays–abruptly and without explanation. During this part of the story, Arre lets the readers imagine the actions that Halina and Cris have taken by ending the second to the last chapter with a panel showing Halina leaving the airport. Does Cris come after her? Does she go back? Do they get in touch? Do they see each other again? While turning the next page revealing the ending, you will remember the time you yourself were caught in the same crossroads, wondering and hoping that in the next chapter you will be finding the two of you in it. There’s now other way to put it, but Halina Filipina is for people who believe in love, or more importantly, for people who want to believe in love again. It’s about giving happiness a chance, and reminding people that happiness is a choice, and that love is bigger than any of our inner ghosts and monsters. November - December 2015 | adobo magazine

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BOOK REVIEW

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his book has reportedly flown off the shelves since we featured it online in September. And it’s definitely the guaranteed runaway gift of the season for anyone who has suffered the indignities of hiring a cabbie in Manila. These taxi tales will assure you that yes, you are not alone, and yes, there are crazy cab drivers out there. But there are nice ones too, if you know where to look. Mae Paner, also known as Juana Change, has spearheaded movements or used social media to create awareness on national issues, from the pork barrel scandal that exposed Janet Napoles to erring cabbies on Uber. Ever the activist and artist, she recounts these incidents as truthfully as possible, laced with her brand of humor, evidenced in the narration and transcript. The wrongdoings chronicled here aren’t relegated to just taxi drivers, anecdotes about mischievous customers or former

bosses (one of them a politician who just filed a certificate of candidacy for President) also abound here. Paner’s book isn’t the sort you should read during a society dinner, or else you may run the risk of turning blue from the effort of holding in your laughter. Or worse, whatever beverage you’re drinking at the time may shoot out of your nose while reading a passage from Kwentaxi, possibly dampening the rest of the pages (and you’ll have to wait for them to dry before you finish the humorladen book, what a dilemma). The lovely thing about Kwentaxi: you can hide it in your bag and read it under the table during a boring blind date. Or use it as the litmus test of whether your new acquaintance is the type to love print or scoff at it (after all, these stories originally saw life in Coconuts Manila). But you’ll be hard-pressed to find someone who hasn’t got a horror story of their own involving

a cabbie—and even rarer than that, the person who encountered a saint behind the wheel. Verdict: Get a copy for your friends and family, but more importantly, get a copy for yourself, because you’ll need something to while away those moments stuck in traffic without mobile internet and a sleepy (or cranky) cab driver. We all need to laugh some time, might as well do it in a cab.

November - December 2015 | adobo magazine

EVENT

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PINOY CREATIVITY, CELEBRATED.

elebrating the power of Filipino creativity last November 7, 2015, the adobo Festival of Ideas was a whole-day affair filled with collaborative talks that inspired and engaged its audience at the Newport Performing Arts Theater of Resorts World Manila. Exploring the theme “Driving the Creative Economy”, advertising industry creatives and marketing mavens lit up minds and provided food for thought. Organized by adobo magazine, the word on creativity, the day kicked off with design guru Kenneth Cobonpue and technopreneur Manny Ayala discussing the similarities between tech and design startups--and how giving back and/or paying it forward can benefit everyone. It was a good start to a jam-packed day. Digital Arts Network’s Ed Mapa and McDonald’s EVP Margot Torres talked about how speed, accuracy, and the human element count in digital campaigns; while Publicis Singapore’s Lou Dela Peña and Nestle’s Paolo Mercado emphasized on the centuries Filipino

adobo magazine | November - December 2015

creativity has flourished, and now only needs the effort to take it to another level altogether to bring it to the world’s attention. Eric Cruz, with the help of his associate Buboy Paguio, showed how good design, passion and heart can cross language barriers, and win an audience. Resuming the talks after a break, Plus 63 Design’s Dan Matutina spoke on how good design can attract good clients, while Brand New Media’s Mike Constantino and MCCann ECD (and author of famed comics Trese) Budjette Tan talked about how well-fleshed out stories can engage readers or website visitors. Tourism secretary Ramon Jimenez, Jr’s virtual self joined BBDO Guerrero’s David Guerrero on stage to give a captivating presentation about creativity and innovation. Finally, multi-awarded sculptor, artist, designer Leeroy New spectacularly concluded the adobo Festival of Ideas with three Aliens of Manila exploring the stage after sharing his experience as someone who actively collaborated with others to evolve artistically, despite

being constrained financially. He showed that by certain situations or parameters, his creative mind and spirit remained unfettered — which he conveyed to the audience who applauded appreciatively. The Festival culminated with a roaring after-party at nearby House Manila, where DJ Lady Trinity dished out choice beats as partygoers unwound after a whole day of learning. Snacks and drinks flowed from the open bar, as attendees and speakers like Leeroy New and David Guerrero took to the floor to dance. It is the hope of its founder and participants that the resulting ideas ignited by the speakers at the Festival of Ideas bear fruit and inspire others. Indeed, a unifying message seen in many of the talks centered around the power of cross-collaboration, and how it can benefit other disciplines. But everybody has to start somewhere, and they just need to be brave enough to start somewhere and be true to themselves--wonderful qualities that distinguish Pinoy creatives.

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EVENT

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01. Lou dela Pena, Paolo Mercado, Kenneth Cobonpue and Manny Ayala chat during their panel discussion 02. The spellbound audience. 03. EIC Angel Guerrero poses with Rina Malonzo of Portfolio MNL, Dan Matutina, Buboy Paquio and Eric Cruz after a panel discussion 04. BBDO head David Guerrero and tourism secretary Mon Jimenez discuss creativity that travels 05. John Orrock from Future Now Ventures gives away a Go Pro camera and Php10,000 for attendees who gave the best ideas at the adobo FOI 06. MIke Constantino, Cynthia Dayco, Angel Guerrero, Budjette Tan, Ed Mapa and Margo Torres after their panel. 07. party time at the House Manila 08. Lunch served by Greenwich

November - December 2015 | adobo magazine

GADGET REVIEW

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It’’s Been Noted. Why SAMSUNG’S new hero handset is at the top of mind for people on the “nice” list. words

MICHAEL PALACIOS

t 171 grams and 7.6mm thickness the Galaxy Note 5 competes in terms of slim form factor with the best of Apple. The 5.7”, 1440p screen (my work screen is a mere 1080p) is a thing of beauty. Colors are bright and accurate. It’s quite usable during the day as well. Packing a 16 megapixel camera with optical image stabilization (which makes a HUGE difference), the photo output from this device puts it squarely in “best in class” territory, particularly in difficult low-light situations. It can shoot 4K video, or 1080P HD at 60 frames per second. The Note 5 is dual-SIM, dual-LTE. As someone who switched to Android to be able to carry just one phone, this is now an essential feature. The model I reviewed was a 32GB, but there is a 64GB model available in the Philippines. The lack of a MicroSD slot is something you may consider to be a deal breaker, but with judicious use of cloud storage (I’m on Dropbox), I was able to manage this. For the Note 5, 64GB is really the only way forward. Happy to report that battery life is excellent. The 3,000 mAh battery was fully charged at 100%, and took on enough heavy browsing usage to whittle it down to 15% 12 hours later. A session of XCOM: Enemy Within killed a third of its life in an hour, though. The Note 5 ships with Android Lollipop (one version back from

the absolute latest Marshmallow), with a heavy dose of its own proprietary look-and-feel called TouchWiz. I can’t say that I’m a fan of TouchWiz, but Samsung has been a lot less heavy-handed about stamping its devices than before. The beauty of Android, though, is that you can download a million-and-one different skins for your Android phone, so it’s easy to create your own custom look.

quick note using “Instant Memo”, or draw a quick diagram. As a lefthanded, zero pen skills, type of user, I was surprised at how quickly this became the new normal for me. Between the battery life, the S-Pen, and the glorious display, it does seem like the Note5 is a productivity beast.

UNIQUELY NOTE-WORTHY

What sets the Note 5 apart from nearly all other players is the integrated stylus (the S-Pen). It pops out of the lower right hand corner of the device with a simple pushdown. The device understands that you’re now in “stylus mode”, and fans out a quick menu of options that you might consider doing. For example, I could annotate and e-mail a PDF. Or jot down a

adobo magazine | November - December 2015

WRAP UP

The end result is a smartphone that competes head-to-head with Apple, shaving expandability and horsepower for thinness and design. If you’re not crazy about where Samsung is going with this, then you might think twice about the Note 5. If you like your Samsung with a little bit of applesauce, then this is the device for you.

FEATURE

DOWNTIME

12 MILLION PESOS FOR YOUR THOUGHTS A boutique venture capital firm called FUTURE NOW wants innovative ideas, fresh and fast--and is willing to pay for it.

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omposed of technology and investment practitioners and entrepreneurs, Future Now Ventures is on the lookout for the next big thing, and wants to coach a winner to the finish line. In their effort to push and highlight Philippine innovation and creativity throughout 2016, the group will be presenting cash awards monthly. “Whether it’s a solution to a real-world problem, an invention, or a concept geared to improve the quality of life, we want to hear it.” John Orrock, Future Now CEO and principal investor, said at the adobo Festival of Ideas. “In fact, we want the whole world to hear it.” Earlier, Orrock shared that they will release

the program, dubbed “Fueling Ideas 2016” by distributing Php12M cash awards throughout 2016. With a million budgeted per month starting January 2016, it can mean, Php50K for 20 winners, Php100K for 10 winners, or half a million for two winners--depending on the quality and quantity of entries--a detail which is still being firmed up. “The objective is to help promote Philippine talent globally,” Orrock explained. Promising submissions will be awarded a cash prize of up to Php100,000 --”No strings attached,” Orrock assured the audience, whose ears perked up further when an impromptu contest was held during the day to

award a cash prize of Php10,000 to three brilliant ideamakers--a total of Php30,000-- with the courage to step up with an idea or dream. In another contest hosted by the FutureNow booth at the Festival of Ideas, a GoPro was awarded to the most ingenious person in the audience who posed with the tiny camera on social media.

Three Letran student delegates to the adobo FOI win a GoPro from Future Now.

Acting in an advisory capacity, Future Now hopes to make startup culture more prevalent in the country, as the Internet dissolve differences between megacapitals and provinces-with ideas, talent and the will to make them concrete being the true currency of value. So, what’s your bright idea? Check out www.futurenow. ventures to see how you can earn from it, and make it bear fruit for good. November - December 2015 | adobo magazine

ADOBO OUT & ABOUT

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1. The Force was strong during our Trendspotting shoot with these Star Wars fans. 2. (L-R) Rocelle Aragon, Cynthia Dayco, Angel Guerrero and Irma Mutuc pose for a pic at the adobo Festival of Ideas (FOI) 3. Janelle Barretto-Squires, adobo magazineâ&#x20AC;&#x2122;s COO, and artist Leeroy New appear on Mornings @ ANC to talk about the adobo Festival of Ideas

4. Multimedia artist Dempson Mayuga gets a helping hand during our Halloween party. 5. Nicole Songco gets cozy with Brad Pitt at Madame Tussaudâ&#x20AC;&#x2122;s Wax Museum. 6. BBDO head honcho David Guerrero with Julian, Rea, and Marj at the adobo FOI after-party.

6 adobo magazine | November - December 2015