ARAW Values Awards 2014 by Vitalstrats Creative Solutions

TABLE OF CONTENTS Message: Ad Foundation Chairman, Jun Nicdao

Message: 9th ARAW Values Overall Chairman, Ed Sunico

Wanted: “Good Old Fashioned Values” by Ivy Ong

The ARAW 7 Cornerstone Values 5 AD Foundation & ABS-CBN Renew Partnership

The ARAW Values Awards 8 Review of Entries Beta Testing / Online Judging Preliminary / Finalists Round of Judges

Special Jury

Punongbayan & Araullo 19 9th ARAW Values Awards Night Program Flow

List of Industry Winners 22 Special Awards: Tanglaw ng ARAW Values Awards Impressions & Quotes on the ARAW Values Awards

Araw Values Brief History & Highlights

9th ARAW Values Awards Executive Committee

9th ARAW Values Awards Organizing Committee Members

9th ARAW Values Awards Working Committees

Media Partners 45 Special Acknowledgement / Publication Credits 64

Message of the

CHAIRMAN Advertising, in all its form, is pervasive and persuasive. And thus, it is a very powerful tool in influencing personal value and social behavior . Often times, advertising has been criticized for creating aspirational stereotypes and promoting materialism among consumers. While the main objective of advertisers is to sell their products or ideas associated with their brands, more and more of them realize that promoting positive values would create more acceptance and perhaps, excitement among the consumers. The ARAW Values Advertising Awards, as a unique program of our multisector industry, aims to promote the incorporation of positive values in the way advertisers communicate to their target consumers. The record number of entries participating in this year’s competition is indeed an indication that more advertisers believe in the positive impact of values laden advertising. It is noteworthy also that more entrants from other industry sectors and inter-collegiate students in marketing communications joined in this year’s competition, evident of the persuasive character of advertising. As the advocacy body of the Philippine advertising and marketing communications industry, the Advertising Foundation of the Philippines is proud that through the ARAW Values Awards, it is able to fulfill its mission of promoting Filipino values for positive social change and assisting in nation-building. And as equally important, the ARAW Values Awards program has re-enforced our thrust in forging unity within our highly competitive and multi-sector industry. To the advertisers, agencies, broadcast and print media, suppliers, nongovernment organizations, students and some government agencies who submitted entries in this year’s competition, our profound gratitude for helping our foundation in this worthy project. May you imbue your advertising with values promotion to help our countrymen become better citizens and help build a better Philippines. To all the 9th ARAW Values Awards winners, congratulations!

Ruperto “Jun” S. Nicdao, Jr. Chariman of the Board Advertising Foundation of the Philippines

Message of the

ARAW VALUES AWARDS OVERALL CHAIRMAN This year, the 9th season of our industry’s biennial values advertising awards, highlights once more the ARAW 7 Cornerstone Values as embodied in the competition entries for Branded and Advocacy Communications of our industry colleagues as well as from the academe. Our 9th ARAW Values Advertising Awards Organizing Committee, composed of a corps of select volunteers from the multi-sector industry and Ad Foundation members, envisioned a bigger values awards program, guided by these key objectives: • • • • •

Enhance ARAW Values Awards stature within the industry Promote values advertising Inculcate positive Filipino values for social change and nation-building Promote industry social responsibility Sustain the Ad Foundation and its programs

The 9th ARAW Values Awards Organizing Committee had been tediously working since February of this year. Melding together time, talent, expertise, and other resources, all are focused to ensure a successful competition with a target goal of more entries from industry and students as well as from other sectors, a values laden and star studded Awards Night on November 20 and a delayed nationwide telecast special on December 7, 2014. We are pleased on the outcome of our initiatives such as a total of 387 entries, the highest since 1998, within the relatively short competition period of 1-1/2 months; pilot of online judging for the first time, in the preliminary-finalists round composed of 72 judges; and positive comments from some judges like “great, inspiring entries” and “awesome examples of social responsibility”. To the challenge we posed, “Where did our values go?”, the response is “FOUND. Makikita sa #ArawNgPagsikat”. My warmest felicitations to all the winners!

Ed G. Sunico Over-all Chairman 2014 ARAW Values Advertising Awards

“

WANTED:

GOOD O L D - FA S H I O N E D

VA LU E S

“

by Ivy Ong

WHERE DID OUR VALUES GO? This is the theme of the Araw Values Advertising (AVA) Awards 2014. This is the theme of the Araw Values Advertising (AVA) Awards 2014. Organized by the Ad Foundation of the Philippines, the AVA Awards is a biennial advertising awards established in the 90s to uphold traditional Filipino values in the industry and promote responsible advertising. The criteria is based on the Ad Foundation’s 7 Cornerstone Values: (1) love of God and respect for all religious beliefs, (2) commitment to truth, honesty and justice, (3) love of country and respect for national customs and traditions, (4) reverence for family unit or marriage or responsible parenthood, (5) respect and care for human life and dignity and the rights of all, (6) respect for law and authority and the promotion of self-discipline and (7) concern for and preservation of environment. “This is where the Araw Values Advertising Awards stands unique versus other award- or recognition-giving events in the industry,” says 2014 AVA Awards chairman Ed Sunico. “It’s the only industry event that has industry values formation and advocacy as its main essence and we judge based on this above all the other criteria.” The AVA Awards is so far the only one of its kind in advertising in the world. It is on its ninth run this 2014. The question of where values are heading is almost imperative today, some 20 years after AVA Awards was first created. In the Philippines, the middle class is rising. Filipinos are earning more and spending more. They are also consuming more information over multiple media and devices.

“As an industry, we constantly need to ask ourselves whether we are contributing to the promotion of positive values through our brand and corporate communication,” Mr. Sunico says. “The true test of the ad industry’s character as represented by the Seven Cornerstone Values is more critical when we are confronted by big environmental, political and social issues. We believe that the promotion and inculcation of positive values is vital to nation-building. Doing our share through the Araw Values Advertising Awards and other similar endeavors will assure us of a values-oriented citizenry in the many years ahead.” The theme examines present-day advertising in the current state of Philippine society, wherein progress and economic development struggle to rise above politics, social and security issues and other challenges the country faces. “The Philippines is developing. We’re progressing – we’re getting more affluent,” observes 2014 AVA Awards deputy chairman Randy Aquino. “The thing is, if our values are not well entrenched, sayang eh. It’s best if together with our progress and our economic affluence is the promotion of the values so that our nation building continues to be strong.” Through the AVA Awards, the industry could give voice to the importance of holding steadfast to values not only in the face of trials, but more so in the beginnings of prosperity. “It is very scary for a person without strong values to be given more money,” Mr. Aquino says. “That’s why I like Araw Values Advertising, because it expounds the values. If you have good values, even when you get affluent, you’ll be a decent and good person.” The AVA Awards aims to recognize good advertising – a creative and powerful expression of brands that at the same time advocates values, social change and nation building.

The ARAW CORNERSTONE

VALUES

• Love of God and respect for all religious beliefs Communications that uphold the importance of worship or living by the teachings of a religion or a superior being.

• Commitment to truth, honesty and justice Communications that champion the value of truthfulness, the practice of fairness, and adherence to ethical principles.

• Love of country and respect for national customs and traditions C ommunications that promote our national pride and identity. This may include our good cultural traits,

history, achievements and the beauty of our country. The category also includes communications that encourage people to protect our democracy, contribute to progress or get involved in community services and nation-building.

• Reverence for family unit or marriage or responsible parenthood Communications that a) promote family togetherness, or b) value the institution of marriage, or c) help people achieve a better, more responsible approach to parenthood.

• Respect and care for human life and dignity and the rights of all Communications that promote the basic rights of people like the right to safety, education, equal protection by the law, freedom of speech, freedom of religion; and the promotion of the rights of children. This category includes communications about the promotion of physical, emotional and psychological well-being.

• Respect for law and authority and the promotion of self-discipline Communications that encourage good citizenship and good governance as demonstrated in following rules, paying taxes, etc.

• Concern for and preservation of environment Communications that endorse the protection, proper management, or enrichment of our natural resources, including animals and plants, for their sustainability.

AD Foundation & ABS-CBN Renew Partnership ABS-CBN and the Advertising Foundation of the Philippines, the organizer of the Araw Values Advertising Awards, sign an exclusive media partnership anew to formalize the collaboration between the Philippines’ leading network and the Araw Values Awards 2014. From left: Robert Labayen (Head, Creative Group, ABS-CBN Corporation), Chit V. Guerrero (Head, Special Projects Group, ABS-CBN Corporation), Jose Agustin C. Benitez, Jr. (Head, Integrated Sales, ABS-CBN Corporation), Ma. Socorro V. Vidanes (Head, Broadcast, ABS-CBN Corporation), Ma. Rosario N. Santos-Concio (President and CEO, ABSCBN Corporation), Eugenio Lopez III (Chairman, ABS-CBN Corporation), Ruperto S. Nicdao (Chariman, Ad Foundation), Ed G. Sunico (9th Araw Values Awards Chairman), Randy Aquino (9th Araw Values Awards Deputy Chairman), Vince Reyes (Ad Foundation Comptroller, who is representing Lorenzo I. Barros, Ad Foundation Vice-Chairman and 9th Araw Values Awards Deputy Chairman), Linda C. Gamboa (Assistant Board Secretary and Executive Director, Ad Foundation), Hermie de Leon (9th Araw Values Awards Ways and Means Committee Chairperson) and Jay Sarmiento (9th Araw Values Awards PR, Information and Promotions Committee Co-chairperson).

The TV network partnership with Araw Values Awards

The Araw Values Awards is one of the most significant award

started in 2002. ABS-CBN remains the media partner of the

shows in the advertising industry. It inspires self-reflection

biennial Araw Values Awards on this, its 9th season. “I think

among its practitioners, promoting positive values anchored

it’s a very important partnership,” says Mr. Lopez. “We share

on Araw’s 7 Cornerstone Values, as well as advocacy for

the same values as the Ad Foundation and all its subsidiary

social change and nation building. This year, the awards

organizations. We’re very proud to be a partner in promoting

night will be held on November 20, 2014 at the Dolphy

and showcasing the Araw Values. This relationship is a

Theater of ABS-CBN, which the network will air in a two-hour

relationship that we will have together for many, many years.”

nationwide TV special on December 7, 2014

ARAW

The Values Awards

The ARAW Values Adver tising Awards recognizes outstanding and excellent advertising and marketing messages and/or materials for Branded Communications and Advocacy Communications that promote the ARAW 7 Cornerstone Values, a cluster of select and well-defined values for positive social changes.

The above industry biennial program, now on its 9th season, is organized by the Advertising Foundation of the Philippines (Ad Foundation), the social development institution and advocacy body of the multi-sector Philippine advertising and marketing communications industry.

VISION AND KEY OBJECTIVES OF THE ARAW VALUES ADVERTISING AWARDS ARE: • Encourage values advertising within the industry • Promote and inculcate positive Filipino values to the youth and general public for social changes and nation-building • Enhance ARAW Values Advertising Awards stature • Promote industry social responsibility • Generate revenue for the sustainability of the foundation and its social marketing endeavors

ARAW Values Advertising Awards was envisioned in early 1998 by renowned industry leader Javier “JJ” Calero, then the Chairman of the Advertising Board of the Philippines (AdBoard), to encourage values adver tising

within the industr y.

The awards program was to be organized once-in-every-two-years by AdBoard association-members on a rotation basis. It was implemented for the first time in December 1998. Thereafter, the biennial ARAW Values Awards and its Awards Night were held in early December of 2000, 2002 and 2004.

MAIN OBJECTIVES OF THE ARAW VALUES AWARDS THEN WERE: • Encourage values advertising within the industry • Promote positive Filipino values • Promote the industry’s social responsibility

Review of Entries

Beta Testing Online Judging

Preliminary/ Finalists Round of Judges The Preliminary/Finalists’ Round of Judges consist of select leaders and management staff from the multisector industry and Ad Foundation membership, together with some educators in marketing communications renowned for their integrity and with honed skills on judging various industry and other awards programs over the years. The 72 select individuals were grouped accordingly into eight (8) distinct panels of 9, with the various panels divided according to the ARAW 7 Cornerstone Values. Panels were designated to judge entries of various media categories for these competition divisions: Branded and Advocacy Communications, and Students’ division. The different panels of judges provided the ratings for all the competition entries, abstaining from judging based on conflict of interests.

PANEL 1

RESPECT & CARE FOR HUMAN LIFE & DIGNITY & THE RIGHTS OF ALL

JUDGES

COMPANY

Bunny Aguilar

Globe Telecom

Mio Chongson

Ace Saatchi & Saatchi

Joanna Mojica

Starcom Mediavest

Herman Basbaño

NewSounds

Ricky Alegre

BusinessMirror

Rod Guevarra

Guevarra & Assoc.

Hans Roxas Chua

E-Learning

Eleanor Agulto

CSJL

Director Jun Reyes

Media Productions

PANEL 2

RESPECT & CARE FOR HUMAN LIFE & DIGNITY & THE RIGHTS OF ALL

JUDGES

COMPANY

Gilbert Simpao

Globe Telecom

Nonna Nañagas

Dentsu Phils.

Nic Gabunada

Phd Media

Atty. Redj Jularbal

Manila Broadcasting Company

Barbie Atienza

Manila Bulletin

Darmo Castillo

HDI Adventures

TJ Parpan

HotAir Balloon

Angie Ong

MORES; U.P.

Gerry De Guia

Filmex

PANEL 3

LOVE OF COUNTRY & RESPECT FOR NATIONAL CUSTOMS & TRADITIONS

JUDGES

COMPANY

Alden Castañeda

San Miguel Foods

Boboy Consunji

Campaigns & Grey

Ariel Comia

PC & V

Lito Yabut

Primax Broadcasting

Pepito Olarte

Philippine Daily Inquirer

Alpha Allanique

United Neon

Prof. Elizabeth Diaz, ret.

University of the Philippines

Madonna Tarrayo

Unitel Productions

Cookie Bartolome

ABS-CBN

PANEL 4

LOVE OF COUNTRY & RESPECT FOR NATIONAL CUSTOMS & TRADITIONS

JUDGES

COMPANY

Margot Torres

McDonald’s

John Lucas

DDB Phils.

Alex Syfu

DM9 JaymeSyfu

Lizelle Maralag

GMA Network

Arnel Patawaran

Manila Bulletin

Atty. Troy Bañez

OMAG

Rick Hawthorne

Central Digital Lab

Nonoy Niles

Boomerang Advisory

Salito Malca

Hit Productions

PANEL 5

REVERENCE FOR FAMILY UNIT OR MARRIAGE OR RESPONSIBLE PARENTHOOD

JUDGES 1

Antonio Mapa

UNILAB

Norman Agatep

Havas Worldwide

Susan Dimacali

Aspac Advertising

Noel Lorenzana

TV5

Badette Cunanan

Manila Bulletin

Raul Blay

Sound Design

Ernie Hernandez

IBC-13

Manny Fernando

MRM-McCann

Q. Pastrana

George Advertising

PANEL 6

REVERENCE FOR FAMILY UNIT OR MARRIAGE OR RESPONSIBLE PARENTHOOD

JUDGES

COMPANY

Benjie Yap

Unilever Phils.

Cecile Velez

McCann Worldgroup

Ed Estrada

Image Dimensions

Manny Luzon

Progressive Broadcasting Corp.

Daryl Abueva

Advertising Assoc.

Joemai Parroco

MBC

Amrei Dizon

VitalStrats Creative Solutions

Portia Catuira

TBWA\SantiagoMangadaPuno

Carole Ann Sarthou

AC Nielsen

PANEL 7

CONCERN FOR & PRESERVATION OF THE ENVIRONMENT

JUDGES

LOVE OF GOD & RESPECT FOR RELIGIOUS BELIEFS

COMPANY

Blen Fernando

Alaska Milk Corp.

Jenny Wieneke

Publicis Manila

March Ventosa

ABS-CBN

Director Nelson Cruz

Roll!

Bong Osorio

UST/The Philippine Star

Mitch Amurao

ASAP

Jeff Sulit

JWT Manila

Boy Pangilinan

Aegis Carat Phils.

Cherry Salazar

GA Printing

PANEL 8

COMMITMENT TO TRUTH, HONESTY & INTEGRITY

JUDGES

RESPECT FOR LAW & AUTHORITY and PROMOTION OF SELF-DISCIPLINE

COMPANY

Digna Santos

PANA

Alvin Trono

Stages Productions

Jimmy Alanis

IBC-13

Jev Ramos

Campaigns & Grey

Prof. Marco Polo

PACE;DLSU

Jos Ortega

Havas Media Ortega

Donald Lim

ABS-CBN

Angel Guerrero

Adobo Magazine

Angel Bu単ag

Ad Systems

SPECIAL JURY WITH ORGANIZING COMMITTEE The Special Jury is composed of highly respected and eminent personalities from the industry and from various sectors of civil society such as the academic community or education, culture and the arts, non-government organizations, and government. The members of the Special Jury are selected for their track record in their own fields of expertise, integrity and credibility. The Special Jury selects the Platinum Awards for Branded and Advocacy Communications from among the Gold winners, representing the ”best of the best” among the entries. Presiding officer of the Special Jury is the incumbent Ad Foundation Chairman of the Board.

For the 9th ARAW Values Advertising Awards, the Special Jury consisted of:

Ruperto “Jun” S. Nicdao, Jr.

Luis “Louie” J. Morales

• Ad Foundation Chairman, Chairman of Kapisanan ng mga Brodkaster sa Pilipinas (KBP) • Ad Standards Council (ASC) Board member • Member of UNESCO - Phils. National Commission Committee for Communications • President of Manila Broadcasting Company (MBC • Member of StarCity Management Committee (ManCom)

• Multi-awarded

industry pioneer and former leader Chairman of Ad Foundation • Chairman Emeritus of Philippine Christian Brotherhood National Association • Founding member of Philippine Centennial Foundation • Chairman of Image Dimensions, Inc. CID • Ex-officio board member of Ad Foundation • Founding

Javier “JJ” Calero

Alfredo C. Pascual

Prof. Prospero “Popoy” J. de Vera, Ph.D

The Honorable Roman T. Romulo

• An

industry guru renowned for his visionary leadership and management acumen as well as for industry development and values advocacy in the country and in the ASEAN region • Retired Chairman of J. Walter Thompson Philippines • Consultant for Marketing Communications of University of Asia & the Pacific (UA&P) • Envisioned the ARAW Values Advertising Awards and the ARAW 7 Cornerstone Values in 1998

• Renowned

for his financial investment portfolio and management expertise having served the Asian Development Bank (ADB) in the country, in Thailand and other Asian countries as an expatriate over the years • Incumbent President of the University of the Philippines (U.P.) and its entire University System; and Chairman of the U.P. Board of Regents

• •

U.P. Vice-President for Public Affairs Official representative of President A. Pascual in the Special Jury

• Incumbent

Congressman, representing Pasig City’s 1st District in the Philippine Congress - House of Representatives • Chairman of Committee on Education - House of Representatives, lawyer (pro bono) of Ad Foundation during his term as an associate member of Sycip, Hernandez & Salazar Law Office in the mid-90’s • Member - U.P. Board of Regents

Felice Prudente Sta. Maria

Dr. Virginia Alvarez Miralao, Ph.D.

Director Marichu G. Tellano

• Renowned

and multi-awarded expert on multiculturalism and cultural heritage, multiawarded ASEAN writer and book author, former columnist of The Philippine Star • Former President of Metropolitan Museum, former member of National Commission for Culture & the Arts and Philippine Centennial Commission • Incumbent consultant of Metropolitan Museum and Ayala Museum

• Multi-awarded

social scientist in the country and in the Asian region, renowned for her social research works on economic and community demography, gender equality and sensitivity studies and other national and regional issues, with data used as reference for national and regional development programs • Former executive director of the Philippine Council for Social Science • Incumbent Director-General of UNESCO-Philippines National Commission

• Renowned

expert on Philippine culture and cultural projects’ management in the country and in the ASEAN community • Civil service professional with CESO rank and the incumbent Head of Planning & Policies Formulation & Processing Division (PPFPD) of the National Commission for Culture & the Arts (NCCA)

Punongbayan & Araullo -

A Partner of ARAW Values Advertising Awards

Punongbayan & Araullo is the Official Tabulator of the 9th

was further strengthened when the 6th and 7th ARAW

ARAW Values Advertising Awards competition. As such its

Values Awards Organizing Committee Chairmen, Johnip

auditing team headed by Auditor Sonny Lalunio checked

Cua and subsequently, Manuel â&#x20AC;&#x153;Meckoyâ&#x20AC;? Quiogue, decided

all the entries last Oct. 7, together with the 9th ARAW

to entrust to the independent auditing firm the preparation

Values Awards Rules Committee, to ensure the complete

of all the judges rating sheets as well as the entire collation

submission of all the required supporting documents,

and tabulation of results, certification of the results on all

tallied

preparation-

the multi-level judging process and jury system, and official

submission of the official results. Punongbayan & Araullo

announcement of the results in 2008 and 2010. This move

also administered the Special Jury session ranging

definitely enhanced the integrity and credibility of the ARAW

from preparation of the rating sheets, orientation to the

Values Advertising Awards, best translated into the number

members of the Special Jury on the judging and rating

of increased entries from 294 in 2006, to 310 in 2008, to 320

guidelines, collation of all the rate sheets and tabulation

in 2010, and finally, to 365 in 2012.

the

online

judging

results,

and

of all its results, deliberation of the Special Jury and announcement of the results.

This year, the 9th ARAW Values Advertising Awards received a total of 387 entries from industry, government

Punongbayan

& Araullo

has

been

the

independent

and students. The partnership of Punongbayan & Araullo

auditing firm of the industry biennial ARAW Values

and Ad Foundation is expected to be strengthened and

Advertising Awards since 1998. The partnership was

sustained through the many more seasons of the biennial

sustained by Ad Foundation when the awards program

ARAW Values Advertising Awards in the years ahead.

was formally turned over by the AdBoard, with Matec D. Villanueva at its helm, to the foundation in April 2006. The Ad Foundation partnership with Punongbayan & Araullo

9TH ARAW VALUES AWARDS NIGHT THURSDAY, 20TH OF NOVEMBER 2014

ABS-CBN’S DOLPHY THEATHER, ELJ AVE. COR. SGT. ESGUERRA, QUEZON CITY

5:00 PM

Reception of Guests & Cocktails

Dolphy Plaza

6:00 - 7:00 PM

Presentation of Bronze Awards

Dolphy Theather

Welcome Remarks

Randy D. Aquino

Presentation of Bronze Awards

Golda A. Roldan

Deputy Chairman; 9th ARAW Values Awards Organizing Committee

Chairperson; 9th ARAW Values Awards - Rules Committee

Vince S. Reyes

Comptroller; Ad Foundation Co-Chairman; ARAW Values Awards Creative-Production Committee

7:30 - 9:00 PM

9th ARAW Values Awards Showcase

Dolphy Theather

Opening Number Opening Spiels

Xian Lim & Iza Calzado

Welcome Remarks

Ms. Charo Santos Concio

Opening Address

Ed G. Sunico

Hosts; Awards Night

President & CEO; ABS-CBN Corporation

Overall Chairman; 9th ARAW Values Awards Organizing Committee

ARAW 7 Cornerstone Values Segments & Production Numbers Presentation of Silver Awards Presentation of Gold Awards Presentation of Awards to Students’ Competition Winners 1st Runner-up Grand Prize

Print; “Writer’s Blocked” Print; “Don’t Just Give a Like”

Presentation of “Tanglaw ng ARAW Values Advertising Awards” Brief Remarks & Citation

Ruperto S. Nicdao, Jr.

Acceptance Response

Eugenio L. Lopez III

Chairman; Ad Foundation

Chairman; ABS-CBN Corporation

Production Number: Kaleidoscope Presentation of Platinum Awards Branded Communications Acceptance Response Advocacy Communications Acceptance Response

GMA Network, Inc. TVC; “Gustin” BBDO Guerrero Multimedia; “PH Thank You”

Reprise: Kaleidoscope Closing Spiels

PRESENTORS: Kim Atienza, Robi Domingo, Atom Araullo, Karylle & Yael Yuzon, Jopet Sison, Ms. Coney Reyes, Gus Abelgas, Ms. Maris Racal & Big Brother, Ms. Shamcey Supsup, and Ms. Kris Aquino STAGING & TV SPECIAL COMMITTEE CHAIRPERSON: Chit Guerrero; Head Special Projects OVERALL DIRECTION: DIRECTOR Alco Guerrero; ABS-CBN Special Projects Group

Xian Lim & Iza Calzado Hosts; Awards Night

EXECUTIVE PRODUCER: Itchi Flores ASSOCIATE PRODUCER : Cecilia Guevarra CONTINUITY WRITER : Joseph Penamor MUSICAL DIRECTOR : Ira Cruz

9TH ARAW VALUES AWARDS CREATIVE-PRODUCTION COMMITTEE & CONSULTANTS: Eugene Demata; Executive Creative Director - DM9 JaymeSyfu/ President - Di9it-DM9 Vince S. Reyes; Managing Director - Executive Decisions IMCF Atty. Erwin Genuino; President - Worldstage Productions, Inc. PROJECT COORDINATOR & 9TH ARAW VALUES AWARDS LIAISON OFFICERS: Linda C. Gamboa; Ad Foundation Asst. Board Secretary & Executive Director Chairperson: ARAW Values Awards Admin/Logistics Eilyn Tolentino; Ad Foundation Staff Assistant on 9th ARAW Values Awards

2014 ARAW VALUES ADVERTISING AWARDS

LIST OF INDUSTRY WINNERS

STUDENTS’ COMPETITION DIVISION

COMPETITION DIVISION

ENTRANT

GRAND PRIZE

343

Student Competition Division

326

MEDIA C AT E G O RY

TITLE

RESPECT & CARE FOR HUMAN LIFE & DIGNITY & THE RIGHTS OF ALL

Colegio de San Juan de Letran

1ST RUNNER UP

Student Competition Division

F O R M AT

Nico Lew R. Mauricio Krizzia Faye C. Balaba Clarence Jophiel M. Sampang Christian John T. Inopia

CA15

Dont Just Give a like

COMMITMENT TO TRUTH, HONESTY & INTEGRITY

Colegio de San Juan de Letran

Juno Amiko B. Correa Jose Miguel R. De Jesus Katrina Inez L. Duco I Terence T. Repelente Patrick Riel S. Reyes

CA32

Writers Blocked

BRONZE

ADVOCACY COMMUNICATIONS COMMITMENT TO TRUTH, HONESTY & INTEGRITY ABS-CBN Corp.

TVC

Buong Pwersa, Buong Bayan

Rad Manila Communications, Inc.

TVC

Pili-pinas "Isda"

Straight Shooters Media, Inc.

TVC

Isda

CONCERN FOR & PRESERVATION OF THE ENVIRONMENT DDB Phils.

Ambient/OOH

I am Home

REVERENCE FOR FAMILY UNIT OR MARRIAGE OR RESPONSIBLE PARENTHOOD BBDO Guerrero

TVC, Print, Ambient, Direct

Di lang laro ang laro

GMA Mktg. & Productions, Inc.

TVC

GMA Christmas Short Films: Love is Blind

GMA Mktg. & Productions, Inc.

TVC

GMA Christmas Short Films: Memory Lane

Johnson & Johnson Phils.

Direct/Activation

J & J Brighter Future - Gabay sa paglaki ni baby

Lowe, Inc.

Direct/Activation

Save the Children Softhands Promo and Activation

Pag Ibig Fund

Direct/Activation

I do. I do Araw ng Pag Ibig

RESPECT FOR LAW & AUTHORITY AND PROMOTION OF SELF-DISCIPLINE JWT Manila

TVC

RFP

JWT Manila

Radio

Picnic

JWT Manila

TV5 Network Inc

Radio

Direct/Activation

RFP

Radyo5 Taxi Squad Campaign

RESPECT & CARE FOR HUMAN LIFE & DIGNITY & THE RIGHTS OF ALL DDB Phils.

Digital

The Prayer

DM9 JaymeSyfu

Direct /Activation

Caritas D - Date

LOVE OF COUNTRY & RESPECT FOR NATIONAL CUSTOMS & TRADITIONS DDB Phils.

Digital

GMA Mktg. & Prod.

TVC

The Prayer Filipiknow

IdeasXMachina (IXM)

Flappy Bird/Luksong Baka

IdeasXMachina (IXM)

Cut the Rope/Gagamboxing

IdeasXMachina (IXM)

Digital

Angry Birds/Tumbang Preso

IdeasXMachina (IXM)

Digital

Candy Crush/ Jolens

IdeasXMachina (IXM)

Digital

Cut The Rope /Gagamboxing

IdeasXMachina (IXM)

Digital

Flappy Bird / Luksong Baka

IdeasXMachina (IXM)

Digital

Need for Speed / Gulong gulungan

McCann Worldgroup

TVC, Print,Direct

Rebuild

The Philipine Star

Print, Direct, Digital

#28StoriesofGiving

BRONZE BRANDED COMMUNICATIONS

COMMITMENT TO TRUTH, HONESTY & INTEGRITY BBDO Guerrero

TVC

BBDO Guerrero

Digital

GMA Mktg. & Productions, Inc.

TVC

Tropang Potchi

REVERENCE FOR FAMILY UNIT OR MARRIAGE OR RESPONSIBLE PARENTHOOD GMA Mktg. & Productions, Inc.

TVC

GMA Christmas Short Film: Memory Lane

GMA Mktg. & Productions, Inc.

TVC

GMA Christmas Short Films: Love is Blind

Havas Media Ortega

Digital

Ceelin Mothers Day Surprise

Leo Burnett Manila

TVC

Kuya "Big Brother"

Ace Saatchi & Saatchi

TVC

Family Advice

DDB Phils

TVC

Tula

DDB Phils

TVC

Sa Bahay Namin

Film Experts, Inc. (Filmex)

TVC

Jade

Film Experts, Inc. (Filmex)

TVC

Itlog

Ace Saatchi & Saatchi

TVC, Direct, Digital

Re meet

Lowe, Inc.

TVC

Alaska Love Ina Can

MRM - McCann Worldgroup

Digital

Bisita sa Bayani

BRONZE BRANDED COMMUNICATIONS

LOVE OF COUNTRY & RESPECT FOR NATIONAL CUSTOMS & TRADITIONS IdeasXMachina (IXM)

Digital

Telegram Ulam-Sending not just food, But hope to Tacloban

Lowe, Inc.

OOH

Alaska Banig Poster

Solar Television Network, Inc.

TVC

Revisited : Rizal Day

Havas Media Ortega

Direct/Activation

Move it for Manny

Havas Media Ortega

Digital

Project Wonderful

Havas Media Ortega

Digital

Move it for Manny

ABS CBN Corp.

TVC

Tumayo para sa Bayan

TV5 Network, Inc.

TVC, Digital, Print

Fiba Asia Campaign

RESPECT FOR LAW & AUTHORITY AND THE PROMOTION OF SELF-DISCIPLINE Solar Television Network

TVC

Law at Work: Annulment

Solar Television Network

TVC

Law at Work: VAWC

Solar Television Network

TVC

Law at Work: Adoption

RESPECT & CARE FOR HUMAN LIFE, DIGNITY & THE RIGHTS OF ALL DM9 JaymeSyfu

Direct/Activation

City of Las Pinas: Pocket Fire Extinguisher

Film Experts, Inc. (Filmex)

TVC

Flip Flop 3

Film Experts, Inc. (Filmex)

TVC

Kuya

Film Experts, Inc. (Filmex)

TVC

Telstar

GMA Mktg. & Productions, Inc.

TVC

GMA Christmas Short Film: Munting Sakripisyo

Leo Burnett Manila

Direct/Activation

Analog Store

Bridges @ Com

Digital

Dove #Iam Beautiful Movement

Ogilvy & Mather

TVC, Ambient, Direct, Digital

Project Recyclass

SILVER

ADVOCACY COMMUNICATIONS

RESPECT FOR LAW & AUTHORITY & THE PROMOTION OF SELF-DISCIPLINE GMA Network

TVC

Think before you click

IdeasXMachina (IXM)

Ambient/OOH

Not do Pedestrian Lanes:Crossing the Street Properly should be Positively Reinforced

JWT Manila

Bayanihan

ABS CBN Corp.

TVC

Tumayo para sa bayan

LOVE OF COUNTRY & RESPECT FOR NATIONAL CUSTOMS & TRADITIONS

IdeasXMachina (IXM)

Digital

Macario

IdeasXMachina (IXM)

Digital

Marcelo

IdeasXMachina (IXM)

Digital

Melchora

IdeasXMachina (IXM)

Digital

Apolinario

IdeasXMachina (IXM)

Digital

Gregoria

ABS-CBN Corp.

TVC, Direct, Digital

Tulog Na, Tabang na, Tayo na Campaign

RESPECT & CARE FOR HUMAN LIFE & DIGNITY & THE RIGHTS OF ALL

Leo Burnett/ Black Pencil Manila

Direct/Activation

Mammome

SILVER

ADVOCACY COMMUNICATIONS

REVERENCE FOR FAMILY UNIT OR MARRIAGE OR RESPONSIBLE PARENTHOOD BBDO Guerrero

Direct/Activation

Di lang laro ang laro - shadow playground and Tacloban playground

BBDO Guerrero

Digital

Playtime is not just playtime for the kids of Tacloban

Campaigns and Grey

TVC

Inakup

Lowe, Inc.

TVC

Save the Children - Makahiya-

MRM McCann Worldgroup

Digital,TVC, Print

Adoption Advocacy E-Book Campaign

COMMITMENT TO TRUTH, HONESTY & INTEGRITY Straight Shooters Media, Inc.

TVC

Bulag

DDB Phils.

Digital

#Votesmart

CONCERN FOR & PRESERVATION OF THE ENVIRONMENT DDB Phils

Digital

I am Home

IdeasXMachina (IXM)

Ambient/OOH

TurQa

IdeasXMachina (IXM)

Ambient/OOH

Verdraak

IdeasXMachina (IXM)

Ambient/OOH

Trashemons Teach Children Fun Throwing of Trash

SILVER

BRANDED COMMUNICATIONS

COMMITMENT TO TRUTH, HONESTY & INTEGRITY ABS-CBN Corp.

TVC

Film Experts, Inc. (Filmex)

TVC

Kuya

Film Experts, Inc. (Filmex)

TVC

Daenerys

Film Experts, Inc. (Filmex)

TVC

BFF Champion

Film Experts, Inc. (Filmex)

Digital

Coach Narciso

REVERENCE FOR FAMILY UNIT OR MARRIAGE OR RESPONSIBLE PARENTHOOD

FCB Manila

TVC

Evolution

Film Experts, Inc. (Filmex)

TVC

Remeet Leyte

Film Experts, Inc. (Filmex)

TVC

Remeet Sultan Kudarat

Film Experts, Inc. (Filmex)

TVC

Kuya

Film Experts, Inc. (Filmex)

TVC

Noel

Film Experts, Inc. (Filmex)

TVC

Miss U Nay

JWT Manila

TVC

Unsilent Night 60s

JWT Manila

Digital

Unsilent Night

Leo Burnett / Black Pencil

TVC, Print, Digital

Vow

Ace Saatchi & Saatchi

TVC

Re meet

Salamin

RESPECT FOR LAW & AUTHORITY AND PROMOTION OF SELF-DISCIPLINE Film Experts, Inc. (Filmex)

TVC

Sultan 2

LOVE OF GOD & RESPECT FOR RELIGIOUS BELIEFS AMP Amon Maneze

Stations

SILVER

BRANDED COMMUNICATIONS LOVE OF COUNTRY & RESPECT FOR NATIONAL CUSTOMS & TRADITIONS Solar Television Network, Inc.

TVC

The Story of Filipino - Hernando Guanlao

Solar Television Network, Inc.

TVC

The Story of Filipino - Jaime Mayor

Dentsu Phils.

Direct/Activation

The Barong Invite

MRM -McCann Worldgroup

Digital

Bisita sa Bayani

RESPECT & CARE FOR HUMAN LIFE, DIGNITY & THE RIGHTS OF ALL DM9 JaymeSyfu

Digital

Smart Txtbks

Film Experts, Inc. (Filmex)

TVC

Mang Felix

Film Experts, Inc. (Filmex)

TVC

Daenerys

Publicis JimenezBasic

Digital

The Surprising Menu/ Noel Online Video

CONCERN FOR & PRESERVATION OF THE ENVIRONMENT Lowe, Inc.

SM Plastic Kids Print Ad

Lowe, Inc.

SM Plastic Grandma Print Ad

Lowe, Inc.

Ambient, Direct, Print

SM Plastic Bags Cause Floods Campaign

McCann Worldgroup

TVC

The Jollitown Kids Show

GOLD

ADVOCACY COMMUNICATIONS

COMMITMENT TO TRUTH, HONESTY & INTEGRITY GMA Mktg. & Productions, Inc.

TVC

RESPECT FOR LAW & AUTHORITY and PROMOTION OF SELF-DISCIPLINE

Kapuso Mini Sine: Gustin

JWT Manila

CONCERN FOR & PRESERVATION OF THE ENVIRONMENT JWT Manila

TVC

Digital

LOVE OF COUNTRY & RESPECT FOR NATIONAL CUSTOMS & TRADITIONS

Future 60s MRM Manila

Digital

Foreignoy

REVERENCE FOR FAMILY UNIT OR MARRIAGE OR RESPONSIBLE PARENTHOOD

Publicis Jimenez Basic

Monde Nissin Corp.

The Most Disturbing Dinner: Distance Online Video 60

Publicis JimenezBasic

Monde Nissin Corp.

The Most Disturbing Dinner "Distance"

Publicis JimenezBasic

Monde Nissin Corp.

Hapag Usapan

RFP

GOLD

BRANDED COMMUNICATIONS

CONCERN FOR & PRESERVATION OF THE ENVIRONMENT

Lowe, Inc.

SM Plastic Dudes Print Ad

Lowe, Inc.

Ambient/OOH

SM Plastic Dudes Poster

Lowe, Inc.

Ambient/OOH

SM Plastic Grandma Poster

Lowe, Inc.

Ambient/OOH

SM Plastic Kids Poster

Ogilvy & Mather

TVC, Ambient, Direct, Digital

Project Recyclass

PLATINUM ADVOCACY COMMUNICATIONS LOVE OF COUNTRY & RESPECT FOR NATIONAL CUSTOMS & TRADITIONS

BBDO Guerrero

TVC, Print, Ambient

PH Thank You

BRANDED COMMUNICATIONS COMMITMENT TO TRUTH, HONESTY & INTEGRITY

GMA Mktg. & Productions, Inc.

TVC

Kapuso Mini Sine : Gustin

SPECIAL AWARDS Tanglaw ng ARAW Values Awards

The

industry biennial ARAW Values Advertising Awards presented Special Awards to honor select and deserving individuals and industry leaders as well as entities over the years in recognition of pioneering initiatives and sustained dedication on the promotion of values advertising and positive values for social change and nation-building. The endowment of Special Awards, as an award of distinction, require the unanimous decision of the ARAW Values Advertising Awards Organizing Committee, and upon the turnover of the above awards program to the Advertising Foundation of the Philippines, by the ARAW Values Awards Executive Committee, in consultation with the Ad Foundation executive officers. Special Awards are not regularly presented for every season of the once-everytwo-years’ ARAW Values Awards. There are few recipients of the ARAW Values Advertising Special Awards since 1998. Facts and data on the proposed recipient(s) of the abovementioned are carefully evaluated with the invaluable contributions to the enhancement, growth and sustainable development of values advertising and the ARAW Values Advertising Awards as a distinct and unique awards program. The 2000 ARAW Values Advertising Awards, jointly chaired by ASAP and MORES, with Arnedo “Dodie” Lucas at its helm, presented Special Awards to three (3) industry leaders, for pioneering values advertising in post-Martial Law years. Recipients were Jose “Totoy” Avellana, Herminio “Minyong” Ordonez and Antonio “Tony” R. Samson. The 2006 ARAW Values Advertising Awards, co-chaired by Raul S. Alvarez and Antonio R. Samson, presented Special Awards to twelve (12) business organizations as “the Forerunners of Values Advertising”. These were: (1) Development Bank of the Philippines (DBP) for “Pamilyang Uliran” TVC: (2) Philippine Long Distance Telephone Company for “Let Freedom Ring” campaign, “Bayan Ko” TVC, “EDSA 80’s” TVC and “Feel” TVC; (3) Philippine Airlines for “Shining Through” campaign and “Philippine National Anthem”; (4) Jollibee Foods Corp. for “Lola” TVC; (5) Johnson & Johnson Philippines for “Pamana” TVC; (6) RFM Corporation for Sarsi’s “Angat sa Iba” TVC and Pop Cola “Bilib” TVC; (7) Nestle Philippines, for “Sa Mata

ng Bata” campaign; (8) Philusa Corporation for Mediplast series of radio campaign; (9) Radio Veritas Broadcasting Corp. for “Housewife” |RC and “Sacrament” radio campaign; Bangko Sentral ng Pilipinas for “Rhodora”, “Paco” and “Santiago” multimedia campaign; San Miguel Corporation for “Tanaw”, “Rebulto” and “Medalya” multimedia campaign; and (12) Citibank N.A. for “Tulungan sa Kinabukasan” Direct Marketing campaign. The 2008 ARAW Values Advertising Awards, with Johnip G. Cua as the overall chairman, presented Special Awards to three (3) industry leaders for their visions and pioneering and sustained work as values advocates. These were Javier “JJ” Calero, for envisioning the ARAW Values Advertising Awards and the ARAW 7 Cornerstone Values; Luis “Louie” J. Morales, for envisioning the creation and organization of an advertising foundation as the industry’s development and advocacy body in 1983 and seeing its realization in 1989; and Jaime “Jimmy” Santiago, for initiating the Creative Guild of the Philippines’ DIWA Awards. Special Awards were not presented in the years 2010 and 2012 as the ARAW Values Awards marked its 7th and 8th biennial seasons. The ARAW Values Advertising Awards Overall Organizing Chairman prioritized addressing the needs for the awards program on the following: (1) adopt a more structured organizational set up of the biennial awards program; (2) expand the awards program’s coverage to include industry, government, NGO’s and students in marketing communications as competition participants; (3) review the Competition Rules and Jury Process, to make the awards program more embracing and responsive as well to trends and developments in marketing communications; and (4) review the ARAW 7 Cornerstone Values, its relevance to the times and its clearer understanding and appreciation by the general public. This year, which marks the 9th ARAW Values Advertising Awards, the 2014 Values Awards Executive Committee with Ed G. Sunico as Overall Chairman, in close consultation with the Ad Foundation executive officers, revived the presentation of the Values Awards’ Special Awards. Ad Foundation Executive Director Linda Gamboa and ARAW Values Awards Creative-Production Committee Chairman Eugene Demata developed the “Tanglaw ng ARAW Values Advertising Awards” to serve as the Special Awards of Honor and Recognition of the ARAW Values Advertising Awards for 2014.

Eugenio “Gabby” Lopez III is one of the most influential and pioneering leaders in the country by revolutionizing the media and communications industry. Currently the Chairman of the board of ABS-CBN Corporation, he is known for steadily transforming ABSCBN from being the Philippines’ widest radio and TV network to being the largest and leading multimedia conglomerate. Lopez was elected Chairman in 1997. A visionary, he aggressively pursued ABS-CBN’s diversification into various successful ventures that include interactive media, sound recording, post-production, international cable and digital TV, education and entertainment theme park, and telecommunications. Very early on, Lopez saw the need to explore technologies to best serve its Filipino audiences worldwide, and led ABS-CBN in the adoption of new media platforms to deliver information and entertainment. In 2010, ABS-CBN dropped the “broadcasting” from its corporate name to respond to the changes in the media landscape brought about by technology. For Lopez, the media business has gone beyond merely broadcasting to encompass other platforms. ABS-CBN led the forefront of the cable TV industry by launching SkyCable and exporting content to Filipinos globally through The Filipino Channel. It is also under Lopez’ game-changing vision of media convergence that ABS-CBN launched TFC.tv, the first Filipino video-streaming site for global Filipinos; iWanTV, which allows Filipinos in the country to watch ABS-CBN programs on demand; and the Metro magazine app, the first Philippine magazine app for the iPad.

While he believes that the key shift is in the merging of traditional and new media, Lopez is known to highlight content as the backbone that will sustain ABS-CBN’s success, relevance, and relationship with its publics. Anticipating the importance of mobile Internet for Filipinos, Lopez fronted the creation of ABS-CBN Convergence Inc. and its mobile phone service ABS-CBNmobile to give audiences more choices in how and when to watch programs, as well as exclusive updates from its biggest stars, as a response to Filipinos’ changing lifestyle and media habits. ABS-CBN is also ahead of its competitors in preparing for the Philippines’ switch to Digital Terrestrial Television and is now ready to roll out its portfolio of free DTT-exclusive channels. Despite Lopez’ passion for innovation, he has continued to put public service at the core of the ABS-CBN – its content, diverse operations, and interests shaped to serve the needs of the Filipino. Aside from leading ABS-CBN, Lopez currently sits as Vice Chairman and Director of Lopez Holdings Corporation, the flagship company of the Lopez Group. He is also the Chairman of Bayan Telecommunications, President of Sky Vision Corporation, and Director of First Gen Corporation. In 2012, Lopez retired as CEO of ABS-CBN, while remaining as Chairman of its Board of Directors. He earned a Bachelor of Arts degree in Political Science from Bowdoin College in 1974 in Brunswick, Maine and a Master’s degree in Business Administration from the Harvard Business School in 1980 in Boston, Massachusetts.

SPECIAL AWARDS Tanglaw ng ARAW Values Awards

AVA BLEN FERNANDO

MERLEE JAYME

Vice-president for Marketing Alaska Milk Corporation

Chairmom and Chief Creative Officer DM9 JaymeSyfu

JAY SARMIENTO

NONNA NAÑAGAS

Corporate Communications Manager The Philippine Star

President Dentsu Philippines

MIO CHONGSON

DIGNA SANTOS

Chief Operating Officer Ace Saatchi & Saatchi

Executive Director Philippine Association of National Advertisers

GOLDA ROLDAN

RAUL ALVAREZ

Client Service Director JWT Philippines

VP and Head HOME Marketing Support, PLDT Co.

ELEANOR L. AGULTO

Partner/Creative Director 5BC Integrated Communications Corp. Special Lecturer, Colegio de San Juan de Letran; Sr. Lecturer, University of the Philippines

MARCH VENTOSA

Business Head Narrowcast Group-ABS-CBN

WHY DO I BELIEVE IN THE ARAW? Putting importance on values should be the mission of all companies and advertising practitioners and should be reflected in our campaigns and other communication materials and programs. The promotion of Filipino universal and cornerstone values is vital in nation-building. BLEN FERNANDO

In the speed of life, with social media, selfie and gadgets, keeping your values intact to share with the next generation is very important to me, from love of God to having a firm commitment to honesty and integrity. MERLEE JAYME

Our support is one way that The Philippine Star can work with the industry. It promotes the same values as the thrust and advocacy of Philippine Star. We are helping in the information dissemination, and making people aware of the different values of the Ad Foundation. JAY SARMIENTO

The Ad Foundation will always be seen as the proponent of values-driven advertising. I believe and support the mission and vision of the Ad Foundation and commend it for its tireless efforts in strengthening values through communication. NONNA NAÑAGAS

It brings you back to the ground, pulls you back to the simple ideals that you once chased after. It makes us more conscious that our industry has the power to be a positive influence to many people, and can in fact help make a change. MIO CHONGSON

The AVA has proven that promoting values in advertising is not a lofty mission and can be achieved. In its pursuit for driving values in advertising, the Ad Foundation has awakened the industry to being responsible communicators, not just hawkers of products. MARCH VENTOSA

PANA is encouraging all its member advertisers to pursue responsible communications. Ad Foundation’s thrust of recognizing positive Filipino values will expose viewers to positive traits and will encourage them to emulate these. DIGNA SANTOS

I feel that it really should not be just creative for creative’s sake. Values must be integrated into the creative to be developed. GOLDA ROLDAN

The Ad Foundation is a “kindred spirit.” Both Colegio de San Juan de Letran and the Ad Foundation are advocates of values promotion in advertising. They also share the same goal: to encourage future communicators to come up with socially responsible advertising messages. ELEANOR L. AGULTO

Advertising practitioners may get lost in pursuing the business side of communication that is to sell a product/service, or forget that they can even be more effective by promoting values. More so should advertisers be more sensitive in developing their messages to the youth. Ad Foundation should therefore pursue such drive relentlessly. RAUL ALVAREZ

A DECADE HENCE I would also like the Ad Foundation to house the industry’s collection of advertising materials, re-mastered and preserved, if need be. It should have an excellent archive where students and practitioners can research on our industry’s history. It should use technology to make its operations more efficient. BLEN FERNANDO

A nation without values is nothing. It’s really important to help inculcate to the public the values of honesty and truth. Today, corruption is our No.1 problem. This will help our future leaders be influenced by ads with values. JAY SARMIENTO

I hope that the younger generation of practitioners will see the significance of the Ad Foundation and continue to support it so that it may thrive as a pillar of the industry. NONNA NAÑAGAS

The Ad Foundation should not limit itself to this biennial event. They should develop a program and aggressively run such campaign with the academe so that the young are exposed to the concept of values in advertising. I’m willing to help in any way I can. RAUL ALVAREZ

GY ARAW AND TECHNOLO Industry leaders should continue to give their time and talent to Ad Foundation. The use of technology must make its operations more efficient, and have better ways of funding and obtaining more resources. BLEN FERNANDO

Values don’t change. But the way of showing and practicing these are quite different nowadays. Example: We’ve developed a lot of innovative ways in showing love for our parents. We send them funny jokes, share photos, and skype with them any time and anywhere. MERLEE JAYME

How we enforce love for family, for country in this digital age is what makes this pursuit meaningful. Today, children and even the parents are glued to their gadgets. Nag-uusap pa ba ang mga pamilya? But there is in fact an opportunity for parents to use technology to bond with their children. The industry should continually find ways to bridge these two forces. MIO CHONGSON

The core values that grow a people and a nation are the constants, and should be upheld no matter what changes come in technology, environment and media. NONNA NAÑAGAS

Technology will change at a dizzying pace. But values will remain constant and timeless, lending heart and soul to future generations. ELEANOR L. AGULTO

The communication message remains the same no matter what medium is used. And again, the repercussions are still the same and may even be worse as the digital age makes access to information and campaigns much easier and cheaper. RAUL ALVAREZ

AGENT OF CHANGE I ensure that my company develops and implements marketing communication materials and programs that espouse only truthfulness and positive things. Ad Foundation has also opened doors for me to work with our iconic practitioners and industry leaders, being their friends and being inspired by them. BLEN FERNANDO

Every time there’s an Araw, it really touches my heart. It makes me want to do my share, in whatever little way. It reminds me that goodness must be the focus and not the negative. JAY SARMIENTO

I am already in the advocacy stage in my life where I want to help the younger generation. The Ad Foundation’s mission is aligned with mine. DIGNA SANTOS

Yes it has changed me. It has made me conscious to always lead by example. MERLEE JAYME

It is very important for me, and as a mom, to inculcate values in the way I bring up my children. Being honest and transparent has always worked best with the client. GOLDA ROLDAN

Yes. I have become more determined to create ads that make a positive difference, and to rally my students to do the same when they enter the world of advertising. ELEANOR L. AGULTO

RUPERTO S. NICDAO, JR.

RANDY D. AQUINO

EUGENE DEMATA

Chairman of the Board; Advertising Foundation of the Philippines

Deputy Chairman; 9th Araw Values Awards

Chairman; Creative-Production

Chairman; Kapisanan ng mga Brodkaster ng (KBP)

Director - Market Development for Asia Pacific;

Executive Creative Director; DM9JaymeSyfu

Commissioner; UNESCO Phils. National Comm.

Monde Nissin Corporation

Head – Di9it-DM9

President; Manila Broadcasting Company (MBC)

IN FOR THE LONG HA

Jun Nicdao

Back in 2006, Jun Nicdao found himself in the arms of the Ad Foundation. Then the official representative of the KBP, one of the founding pillars of the Foundation, it was only natural that Nicdao joined. Forward to four years, and Nicdao was the Ad Foundation Chairman. “Only because I came late during the elections,” he adds. Don’t let that fool you. Shortly after, his election, the Manila Broadcasting Company, that he heads became a member and one of the institutions avidly supporting the institution and its program of activities. It is the lofty mission that Ad Foundation radiates that makes the good men, and women, stay. And stay on. There are financial constraints as foundations are prone to, but that has not hindered its stalwart fans. In fact, as Nicdao points out, “In spite of its financial constraints, it has continued to pursue several programs that promote corporate social responsibility and incorporation of values in marketing communications. The foundation has developed and nurtured partnerships and linkages with government and non-government institutions that concern the preservation of cultural mores which could translate into a generation Filipinos that puts emphasis on our culture and values as a nation. So in the name of the Ad Foundation, indeed the industry, the likes of Nicdao, set aside corporate competitions in the pursuit of higher values. “Advertising is one of the key influencers in shaping people’s minds, especially the young. As such, advertising should inculcate values that would lead to positive social change and we can encourage the production of such communication materials through a prestigious award like the Araw Values Award,” he explains.

THE INDUSTRY, E THE FILIPINO: POSITIV

Randy Aquino

It was in 2007 when Randy Aquino first joined the Ad Foundation to work on the Araw Values Awards. Then the 4As president, and Country Head of Ogilvy & Mather, Aquino was a good choice as Vice-chair and Committee Head for Rules. Now the Head of Regional Market Development - Asia Pacific at Monde Nissin Corporation, Aquino has consistently participated in each Araw since.

Cut from the same cord as his fellows, it seems unimaginable for the Foundation with Nicdao. The man seems in it for the long-term, enough to have concrete visions of where to lead it. “I would like the Foundation to take on more meaningful projects that can help in nation building. We have started some projects towards this end but we need more time and resources to really make a big impact. Also, I wish that the government would share our objectives and see the importance of promoting positive values and hopefully work with the Foundation in achieving such objectives,” he shares. Future plans include getting more schools offering degrees in advertising and communications to submit more entries, with an early start in 2016 to initiate more participation. With its steady growth in terms of expanding categories, acknowledging and including new players and practitioners, a healthy increase in entries, and more importantly the introduction of online judging for the ease and convenience of the carefully chosen judges, Nicdao is undoubtedly very optimistic of the days ahead for the Ad Foundation and the Araw Values. New media and the technology it nests in have changed communications, business, and human interaction. And while the Ad Foundation strongly advocates embracing transformation, the wise know where they should tread. “The cornerstone values must remain constant because these are the guiding principles we must adhere to if we were to have appositive influence on our audiences. The platforms of communication would change and evolve as technology evolves. The way we consume and measure impact on our audiences would also evolve,” stresses Nicdao.

Surely, he believes the values formation mandate of the Ad Foundation is extremely important. Beyond that, Aquino extols the wisdom and vision of an industry veteran. According to Aquino, similarities exist between the industry and the Filipino: Young, fun-loving, loyal to family and friends, and forward-looking. Both are excited and challenged by the many changes around, trying to make the most of his time, skills and opportunities. Both are aware that there is a lot to discover. Technology, media and experience bring on the opportunities. On the cusp of a dramatic and positive change, with opportunities for affluence and influence opening all around, the fear of missing out is always present.

“The rise of the middle class here and in Asia is a foregone conclusion. The key insight that we need to keep in mind is that “with growing affluence comes choice.” When one has limited resources, he does not have much choice, but an increase in resources changes that. When one becomes more affluent and more influential, that is when his true character, driven primarily by his values, manifests itself,” shares Aquino.

You can already see that, in other countries, consumers are starting to form stronger affinity with brands that espouse more positive values, with those that advocate protecting the environment, upholding better processes to ensure better products and the like. I believe this will continue and it is my hope that awards like the Araw will become more mainstream.”

Nowhere is the importance of the Araw more significant than in the study of history. Once an economic powerhouse second only to Japan, “the Philippines has seen how greed, materialism, selfishness and corruption of people with affluence and influence squandered what we had,” he stresses. “In the next several decades, we will see the Philippines emerge once again as an economic powerhouse. And our character and our values will once again be put to a test. Will our values lead us once again to a path of destruction or will our positive values this time around be strong enough to make our dream of a better Philippines finally come to fruition?” asks Aquino.

In the nature of things, the digital age has rapidly advanced globalization and drastically transformed communications. Industry practitioners have begun to cope, but may need a hand in remolding minds. The presence of strong and sustainable industry events like the Araw will prove instrumental in preserving positive values and retaining relevant influence in pursuit of a much better world.

It is apparent that Aquino will ensure being instrumental to the Ad Foundation and what it stands for, saying, “If as an institution we can help shape and influence the values formation of our citizenry, then we should.

PAYING IT FORWARD WITH ‘MISSING’

Eugene Demata

It’s refreshing how one of the country’s most renowned agencies, DM9 JaymeSyfu, and its Executive Creative Director Eugene Demata, were extremely hands-on as Creative Committee Chair for the Ad Foundation’s biennial Araw Values Awards. The product of such intent and commitment is the outstanding ‘Missing’, a catchy design in the manner of public service announcements. The copy is simple: ‘Fear of God’, ‘Peace and Order’ and ‘Filipino Values’ are ‘Missing’. Where have they gone? More importantly, are they gone for good? Created by Demata’s creative team, Alex Cruz and Rogin Jumanday, the series shows how values have taken to the sidelines. In today’s creative advertising and marketing communications, values seem out of vogue. “We’ve gone through different approaches and we thought that “Missing” campaign is the simplest and the most compelling one. It is only now that people are paying more attention to our slowly dying Filipino values especially in the internet,” explains Demata. “Social networking sites are proofs that good values are missing now. So why not create a campaign about missing values since people pay more attention when they see the word missing than found,” he adds.

Aquino knows too well how media can influence. Striking a positive chord can move wonders, and how! “The Araw has made me more optimistic about our future. I have seen the increase in values-oriented advertising and I have seen how social media has made us more vigilant and active in calling out things that are not right, to criminality, improper behavior, etc. and in sharing our views about how things could be better. It’s very exciting times,” he shares.

Wider perspectives and creative breadth allow Demata and his team to produce globally recognized bodies of work. Having had a magnificent run with the judges of prestigious international awards that include the Cannes Lions, The One Show, CLIO and Spikes Asia, to name a few, DM9 JaymeSyfu’s creative commitment and partnership with the Ad Foundation is from the heart. Making a name for itself for CSR and social conscious initiatives, the agency is paying it forward to the benefit of the Araw Values Awards. “DM9JaymeSyfu Digit has received so many blessings this year and we’ve been doing pro-bono works for worthy causes outside of our usual agency works and this is one of those. We always tailor fit the solution based on the problem of our clients and CSR program is just one of the solutions. It will always be about the big idea and how that idea can transform the brand and influence people,” shares Demata. For its unique proposition, the Ad Foundation and its flagship Araw are worthy causes. Pushing values in integrated communications is an attractive and worthwhile prospect. No wonder agencies, creatives, broadcasters and educators continue to rally behind it. “We will always be one with the Ad Foundation thru AVA in promoting and incorporating Filipino values in advertising. Pushing or infusing your advertising with good values is very challenging and the pay off is priceless, knowing that you’ve done a good job influencing people in a positive way,” says Demata.

9th ARAW VALUES AWARDS

EXECUTIVE COMMITTEE

ED G. SUNICO

Overall Organizing Chairman; 9th Araw Values Awards International Relations Officer; Advertising Foundation of the Philippines Member; Philippine Association of National Advertisers (PANA) Customer Development Director; Unilever Philippines, Inc.

LORENZO L. BARROS

Deputy Chairman; 9th Araw Values Awards Vice Chairman; Advertising Foundation of the Philippines SVP & Head, International Marketing Division; United Laboratories, Inc.

VINCE S. REYES

Comptroller; Advertising Foundation of the Philippines Co-Chairman Creative Production Committee; 9th Araw Values Awards Immediate Past Chairman; Advertising Suppliers Association of the Philippines (ASAP) Managing Director; Executive Decisions IMCF

RUPERTO S. NICDAO, JR.

Chairman of the Board; Advertising Foundation of the Philippines Chairman; Kapisanan ng mga Brodkaster ng (KBP) Commissioner; UNESCO Phils. National Comm. President; Manila Broadcasting Company (MBC)

RANDY D. AQUINO

Deputy Chairman; 9th Araw Values Awards Director - Market Development for Asia Pacific; Monde Nissin Corporation

LINDA C. GAMBOA

Asst. Board Secretary & Executive Director; Advertising Foundation of the Philippines Chairperson, Admin Logistics & Over-all Project Coordinator 9th Araw Values Awards

9th ARAW VALUES AWARDS ORGANIZING COMMITTEE MEMBERS RULES

GOLDA ROLDAN Chairperson Board Member; Association of Accredited Advertising Agencies (4As) Director – Clients Services; JWT/WPP

WAYS & MEANS

MIKE PALACIOS Co-Chairman President; Internet Mobile Marketing Association of the Philippines (IMMAP) Managing Director; Havoc Digital

CREATIVE-PRODUCTION

EUGENE DEMATA Chairman Executive Creative Director; DM9JaymeSyfu Head – Di9it-DM9

HERMIE DE LEON Chairperson President; HavasMediaOrtega

JOSE AGUSTIN C. BENITEZ Co-Chairman VP & Head – Integrated Sales; ABS-CBN

PR, INFORMATION & PROMOTIONS

VINCE S. REYES Co-Chairman Managing Director; Executive Decisions IMCF

LUCIEN DY TIOCO Chairman Vice President, United Print Media Group (UPMG) VP-Sales, Marketing & Advertising; The Philippine Star

JAY SARMIENTO Co-Chairperson Past Board Secretary; United Print Media Group (UPMG) Corp. Comm. Manager; The Philippine Star

SPECIAL PROJECTS

STAGING AND TV SPECIAL

ADMIN LOGISTICS

ROBERT LABAYEN Chairman VP & Head-Creative Group; ABS-CBN

CARMENCITA V. GUERRERO Chairperson VP &Head-Special Projects Group, ABS-CBN

LINDA C. GAMBOA Chairperson Asst. Board Secretary & Executive Director; AdFoundation

9th ARAW VALUES AWARDS WORKING COMMITTEES RULES GIGI GARCIA VP - Accounts Services; Ace Saatchi & Saatchi MITOS BORROMEO COO; Solar TV- Entertainment BUTCH S. CANOY Board Member; Radio Mindanao Network (RMN) Chairman; Ad Standards Council (ASC) Vice-Chairman; Kapisanan ng mga Brodkaster ng Pilipinas (KBP) ONEL QUERIJERO Media Director; StarCom Media Vest Group ROY VINCENT DEL VALLE President; Noisy Neighbors, Inc. Chairman; Advertising Suppliers Association of the Philippines (ASAP)

PR, INFORMATION & PROMOTIONS

CREATIVE-PRODUCTION DM9JAYMESYFU CREATIVE TEAM

DOME PILI Website Designer-Manager; 9th Araw Values Awards Advertising & Events Manager; Manila Broadcasting Company (MBC) JANELLE BARRETTO SQUIRES CEO & VP-Finance; Adobo Magazine

VARICK ONG Managing Director; Clear Channels. Inc. Treasurer; Advertising Suppliers Association of the Philippines (ASAP)

FORTUNATO AGBAYANI CEO; Globaltronics MENCHIE VIDUYA-DIZON Digital Manager; Ayala Land, Inc. JOEMAI PAROCCO VP- Marketing & Sales; Manila Broadcasting Company (MBC) RAMON “BONG” OSORIO Head - CorCom; ABS-CBN, President; PRSP, Board Member; AdFoundation IVY ONG Freelance writer

ADMIN/LOGISTICS COMMITTEE LINDA C. GAMBOA Executive Director & Overall Coordinator AYE UBALDO Souvenir Brochure & Documentation Documentation & Features, Executive Director; Internet Mobile Marketing Association of the Philippines (IMMAP) Editor; PANA AdEdge Magazine DIGNA SANTOS Executive Director; PANA IAN “ DANCY” SALITA PANA & Ad Foundation IT Consultant EILYN TOLENTINO Staff Assistant; Ad Foundation Secretariat EDUARDO IBANEZ Admin. & Finance Staff Assistant VICENTE MENDOZA Admin Assistant JUN TAPAN Photo Documentation

ERWIN GENUINO President; World Stages Productions, Inc. Member; Advertising Suppliers Association of the Philippines (ASAP) ROY VINCENT DEL VALLE President; Noisy Neighbors, Inc. Chairman; Advertising Suppliers Association of the Philippines (ASAP) RAUL MONTIFAR President; Raul Montifar Photography, Member; Advertising Suppliers Association of the Philippines (ASAP)

AD FOUNDATION AUDITOR

ABS-CBN Corporation

MARIO ESTANISLAO

CHIT GUERRERO Head; Special Projects

COMPETITION OFFICIAL TABULATOR

ALCO GUERRERO Director/ Creative Head

PUNONGBAYAN & ARAULLO

ITCHI FLORES Executive Producer CECILIA GUEVARRA Associate Producer

EXECUTIVE DECISIONS IMCF VINCE S. REYES Managing Director & Overall Head JHEN HIPOLITO Project Coordinator

JOSEPH PENAMORA Continuity Writer FRANCE ANGELA PAREJA Writer IRA CRUZ Musical Director MHARK LESTER IRAL MARY JANE MEDINA Production Assistant ALEX MAGBANUA ERNESTO BURAC II Floor Director NESTOR OLASO VIVIAN LOURDS GALLEGOS Floor Director CELSO ANRES Segment Producer MARIE BERNADETTE SANIDAD IGNACIO QUILANG, JR. Segment Producer MA. BEVERLY FAUSTINO JONATHAN BACALA Researcher

AMREI DIZON Vice-Chairperson; 9th Araw Values Awards General Manager & Creative Director; Vitalstrats Creative Solutions VP - Internal; Advertising Suppliers Association of the Philippines (ASAP)

MARIA LUZ ESGUERRA KATHLEEN GERONIMO Casting Coordinator RONALDO CRISTOBAL Wardrobe Consultant KYVEN ARTH NUGUID Asst. Wardrobe JOHN SANTOS Music Researcher GREGORIO BAUTISTA Musical Scorer RYAN MADRIGALEJO Prompter Operator DIVINE AQUINO Property Mgt. Office NEPTHALIE DE BORJA Security SERGE SARNO Head; Security JAIRUS ABRASALDO Safety & Event Management EDGARDO WENCESLAO Corporate Communication JAIME BALETE Executive Assistant of Ms. Chit Guerrero NELSON RESUELO Messenger LLORENTE MACAPAGAL, JR. Utility

PROJECT PARTNERS TV NETWORK PARTNER ABS-CBN Corporation

CREATIVE-PRODUCTION PARTNERS

MEDIA PARTNERS

THE CREATIVE PARTNER DM9JaymeSyfu

THE BROADCAST MEDIA PARTNER Kapisanan ng mga Brodkaster ng Pilipinas (KBP)

PRODUCTION PARTNERS Executive Decisions (Events Management)

Manila Broadcasting Company (Radio and Television)

Vitalstrats Creative Solutions (Graphic Design and Layout)

WorldStage Productions

PRINT MEDIA PARTNERS The Philippine Star Manila Bulletin BusinessMirror Business World Philippine Daily Inquirer Adobo THE DIGITAL PARTNER

(Events Coordination and Production)

Inquirer.net

G.A. Printing

THE OUTDOOR PARTNER

(Printing)

HDI

THE MARKETING / WAYS & MEANS

PATRONS & DONORS

HavasMediaOrtega ABS-CBN Intergrated Sales Group

Raul Montifar Ayala Foundation Titania Wine Cellar, Inc. Bistro 109 45

GA Printing

SPECIAL ACKNOWLEDGEMENT THE ADVERTISING FOUNDATION OF THE PHILIPPINES (AD FOUNDATION) AND ITS 9TH ARAW VALUES ADVERTISING AWARDS ORGANIZING COMMITTEE ARE WHOLEHEARTEDLY GRATEFUL TO THE FOLLOWING: 1. The corps of select volunteers, constituting the different ARAW Values Advertising Awards working committees, for their executive time, management expertise, talents, services, facilities and other resources. 2.The entrants from our multi-sector industry, non-government organizations, students in marketing communications and a few government agencies for participating in the 9th ARAW Values Advertising Awards competition despite its relatively short competition period. 3. The members of the Preliminary/Finalists round of judges from our multi-sector industry and educators in marketing communications for their time, patience, wisdom and insights judging all the 387 entries for Branded and Advocacy Communications and the Students’ competition divisions. 4. The members of the Special Jury for their inter-disciplinary skills and expertise, their wisdom, insights, and executive time to select the best of the best deserving the Platinum Awards. 5. Punongbayan & Araullo, most specially Auditors Sonny Lalunio, Jerome Ona and Yusoph Maute, for their auditing expertise, patience, time, facilities, services and other resources. 6. Eugene Demata and his entire team of artists and support staff at DM9 JaymeSyfu and DM9 Di9it, for the thematic creative concepts, designs, lay-outs and FA’s, CD materials, creative and art supervision and direction, time, facilities and creative prowess. 7. Havas Media Ortega and Ms. Hermie de Leon, for staff Mon and Amber, for sponsorship packaging and expertise, for preparation and printing of the sponsorship packages and flyers, and sponsorship solicitation, marketing and merchandizing work. 8. ABS-CBN’s Integrated Sales and Mr. August Benitez, for staff Missy Calma and her team and Elaine Urbano, for marketing - merchandizing of ARAW Values Awards TV special and other assistance services to ARAW Values Awards Ways & Means Committee. 9. ABS-CBN’s Special Projects Group and Ms. Chit Guerrero, for staff Itchi Flores, Jeff Penamora, Cecille Guevarra, James Balete and Overall Director Alco Guerrero, for their tenacity on the concept-development, organization, implementation and staging of a truly values laden 9th ARAW Values Awards Night and its delayed, nationwide telecast special. 10. ABS-CBN’s Robert Labayen and his Creative Group, for the kind assistance on the production of the TV promo plugs and various special projects of 9th ARAW Values Awards. 11. Executive Decisions IMCF, VitalStrats Creative Solutions, Raul Montifar Photography, Worldstage Productions and G.A. Printing for their production-execution prowess and technical expertise, their staff and technical manpower, time, talents, equipment, facilities and other resources.

14. Kapisanan ng mga Brodkaster sa Pilipinas (KBP) and its entire board of directors and executive officers with Jun Nicdao, Butch Canoy, and Herman Basbano at its helm, for the airtime donations on the 9th ARAW Values Awards broadcast promotion and plugs on TV and over radio stations, that enhanced the reach of and awareness on 9th ARAW Values Awards and its competition message. 15. GMA Network, Inc., specially Atty. Felipe Gozon and Ms. Lizelle Maralag for airing of the 9th ARAW Values Awards TVC and radio plugs, based on airtime donation. 16. Manila Bulletin, The Philippine Star, BusinessMirror, Philippine Daily Inquirer, Business World and Adobo magazine as print media partners, and HDI Global as digital billboard partner, of the 9th ARAW Values Advertising Awards. 17. Ad Foundation association-members PANA, AAAA-P, KBP, UPMG, ASAP, OAAP, PPI, MORES and MSAP for their unwavering and sustained support to 9th ARAW Values Awards. 18. Ad Foundation Life Benefactors and Founding Pillars, most specially ABS-CBN Corporation, Unilever Phils., United Laboratories, Inc., GMA Network, Alaska Milk Corp., Manila Broadcasting Company, Manila Bulletin, Radio Mindanao Network, The Philippine Star and A. Yabut Mgt. & Dev’t. Corp./Primax Broadcasting for their continuing support to the ARAW Values Advertising Awards and its values advocacy thrusts. 19. Mike Palacios of HavocDigital and IMMAP for IT expertise, time and other resources that enabled the 9th ARAW Values Awards to pilot its online judging on the Preliminary/Finalists’ round. 20. Aye Ubaldo and Ivy Ong, for their writing craftsmanship and skills, time and wholehearted support to 9th ARAW Values Awards. 21. Ayala Foundation for its special cash donation of Php 30,000 to the 9th ARAW Values Advertising Awards. 22. Friends of Ad Foundation, most specially Digna Santos and Ian Darcy Salita of PANA, Vanne Tomada and Liza Tan of AAAA-P, Mila Marquez of Ad Standards Council (ASC), Nezy Frando of the KBP, Lolit Diezmo of ASAP and Wheng Reyes of the OAAP for their kind support on the ARAW Values Awards information cascade and promotions to their members and for the morale boost and special support to the “lean and mean” Ad Foundation secretariat. 23. Ad Foundation secretariat Linda Gamboa, Eduardo Ibanez, Vicente Mendoza and Eilyn Tolentino, ‘beefed up’ by project hire Vee Sese for the Rupert Jacinto project, moving simultaneously on four (4) project commitments of the foundation and other foundation administration needs, untiringly working beyond office hours and on Saturdays and Sundays, in order to meet the schedules of the various projects and miscellaneous coordination tasks within the foundation’s quality standards.

12. Manila Broadcasting Company for Dome Pili as our arawvaluesawards2014 webmaster and manager, for studio facilities and talents, for airtime donation, for sponsorship of the ARAW Values Awards photographic posters, for printing the Awards Night tickets and car passes.

24. The 9th ARAW Values Advertising Awards Executive Committee (ExCom), with Overall Chairman Ed Sunico and Ad Foundation Chairman Jun Nicdao at its helm, and as members, ARAW Values Awards Deputy Chairmen Randy Aquino and Chichi Barros, Vince Reyes and Linda Gamboa, for “walking the talk” and “the extra mile” to ensure a successful ARAW Values Awards in 2014.

13. The Philippine Star for Lucien Dy-tioco and Jay Sarmiento for their media planning skills and people-oriented approach to all UPMG members and for their consistent follow up for a costefficient and - effective multimedia PR - promotions of the 9th ARAW Values Awards.

25. And last, but never the least, ABS-CBN and its entire management, led by Mr. Gabby Lopez and Ms. Charo Santos Concio, for the generous, sterling and sustained support to ARAW Values Awards and Ad Foundation through the years.

PUBLICATION CREDITS COVER DESIGN:

Contributors:

JUN S. NICDAO ED G. SUNICO IVY ONG

Lay-out & Art Direction:

LOUIE BUÑAG

Graphic Designers & Photo Editors

ERIKA ARCEO JOSEPH REY VELASQUEZ DANIEL PATRICK ZAMORA

SOUVENIR BROCHURE:

Research Assistants:

AMREI DIZON General Manager & Creative Director Vitalstrats Creative Solutions Vice-Chairperson 9th ARAW Values Awards Creative-Production Committee

EILYN TOLENTINO EDUARDO IBANEZ JHEN HIPOLITO VICENTE MENDOZA

Coordination & Liaison:

CAIEL PAJARILLO

Editorial Assistant:

MARIA TERESA JOSON

CONCEPT PRESENTATION & DESIGN:

Photographers:

LINDA C. GAMBOA Executive Director; Ad Foundation Chairperson; 9th ARAW Values Awards Admin/Logistics Committee Member; 9th ARAW Values Awards Executive Committee

RAUL MONTIFAR JUN TAPAN ANABELLE DIZON

Documentation Photography:

JUN TAPAN EXECUTIVE DECISIONS IMCF

Printer:

G. A. PRINTING

EUGENE DEMATA Executive Creative Director; DM9 JaymeSyfu President; Di9it-DM9 Chairman; Creative-Production Committee 9th ARAW Values Advertising Awards

Overall Creative Direction

AYE UBALDO Managing Editor; PANA Adedge Executive Director; IMMAP Executive Editor; 9th ARAW Values Awards Souvenir Brochure

ADVERTISING FOUNDATION OF THE PHILIPPINES & 9TH ARAW VALUES AWARDS ORGANIZING COMMITTEE