Boracay – The Creative Guild of the Philippines presented its first Kidlat Ads of the Decade at the 2010 Kidlat Awatds: McDonald’s "Karen" TV by Leo Burnett, Philippine Daily Inquirer "Volcanic Ash" print ad by Ogilvy & Mather and Lotus Spa "Traffic Therapy" radio ad by JWT.
The ads were chosen from the Ads of the Year, from 1999 to 2009, as well as additional entries, submitted for reconsideration. Aside from creativity, the winners had to be representative of the spirit of the past decade.
Not surprisingly, the three had won more than just accolades in the Philippines when they first came out. "Karen" was the first Philippine ad to win a Gold Lotus in ADFEST. "Volcanic Ash" won a Bronze Lion in 2006 and a Bronze Clio in 2007. Lotus Spa "Traffic Therapy" won the country its first Gold Lion in 2007.
Receiving the Ads of the Decade trophies were the creators of the ads: Mike and Sheila dela Cuesta of Leo Burnett; Manny del Rosario, formerly of O&M, now Rocket Science, and Dave Ferrer of JWT, along with former colleagues Brandie Tan and Tin Sanchez, now with BBDO Guerrero/Proximity.
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