PHILIPPINES – Despite the blackouts in the aftermath of Typhoon Basyang, the Tambuli Awards went without a hitch last July 14, 2010 at the Li Seng Giap Auditorium of the University of Asia & the Pacific. Formerly the biennial Integrated Marketing Communications Effectiveness Awards (IMCEA), the annual Tambulis are given to campaigns that promote societal values while demonstrating profitability.
There are 11 award categories this year, up three from 2009. From over a hundred entries, 38 campaigns were honored. A total of 31 bronzes, 22 silvers and 2 gold awards were handed out. No awards were given in one of the new categories, Best Fashion Brand Campaign.
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Among the biggest winners were Tribal DDB’s "Ako Mismo" campaign for PLDT-SMART Foundation, which won two silvers and a bronze; McCann Worldgroup’s "Open Happiness Multi-Serve Campaign" for Coca-Cola Export, which won two bronzes and a silver; Leo Burnett Manila’s "Earth Hour 2009" for WWF Philippines, which won a silver in Best Small Budget Service Brand Campaign and a gold in Best Innovative and Integrated Media Campaign.
The night’s top award, the Carmencita Esteban Platinum Award, went to the "Kainang Pamilya Mahalaga" campaign of Monde Nissin Corporation, for which the company also received the Effectiveness Advertiser of the Year. Publicis JimenezBasic was named Effectiveness Agency of the Year for the same campaign, as well as its seven other winning entries.
Sponsor
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Publicis JimenezBasic, Effectiveness Agency of the Year
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Monde Nissin Corporation, Effectiveness Advertiser of the Year
The day before the awards ceremony, the Tambuli Awards Conference brought local and regional speakers together to discuss social media, focusing on marketing to teens and tweens. The Tambuli Awards and the Tambuli Awards Conference are organized by the University of Asia & the Pacific School of Communication.
Full list of winners follows.
BEST ESTABLISHED PRODUCT BRAND CAMPAIGN
BRONZE
Make More Memories/Agency: Publicis JimenezBasic/Client: Unilab Nutritionals, Inc.
Laki sa Gatas Nutrition Education Advocacy/Agency: Publicis Manila/Client: Nestle Philippines, Inc.
Perfect Moments/Agency: McCann Worldgroup Philippines, Inc./Client: Nestle Philippines, Inc.
Ginang Alaska/Agency: Lowe, Inc./Client: Alaska Milk Corporation
SILVER
Check the Label/Agency: Publicis Manila/Client: Nestle Philippines, Inc.
Milo "Building Champions in Life" Campaign/Agency: Publicis Manila/Client: Nestle Philippines, Inc.
Modess Angels/Agency: BBDO Guerrero/Proximity Philippines/Client: Johnson and Johnson Philippines, Inc.
GOLD
Kainang Pamilya Mahalaga/Bisyo/Agency: Publicis JimenezBasic/Client: Monde Nissin Corporation
BEST INNOVATIVE & INTEGRATED MEDIA CAMPAIGN
BRONZE
Coca-Cola Open Happiness Multi-serve Campaign/Agency: McCann Worldgroup Philippines, Inc./Client: The Coca-Cola Export Corporation
Dare to Start Zero/Agency: Leo Burnett Manila/Client: The Coca-Cola Export Corporation
National Bookstore: Project Aklat/Agency: Touch DDB Philippines/Client: National Bookstore
Lola Techie/Agency: BBDO Guerrero/Proximity Philippines & GeiserMaclang Marketing Communications, Inc./Client: Bayan Telecommunications
Ako Mismo/Agency: Tribal DDB/Client: PLDT-SMART Foundation
Tipid-Sulit ‘Pinas! Launch/Agency: DRAFTFCB Philippines, Inc./Client: Smart Communications, Inc.
Jollitown/Agency: McCann Worldgroup Philippines, Inc./Client: Jollibee Foods Corporation
GOLD
Earth Hour 2009/Agency: Leo Burnett Manila/Client: WWF-Philippines
BEST FAMILY ORIENTED BRAND CAMPAIGN
BRONZE
Giving Tree Campaign/Agency: Publicis JimenezBasic/Client: Jollibee Foods Corporation
Kainang Pamilya Mahalaga/ Bisyo/Agency: Publicis JimenezBasic/Client: Monde Nissin Corporation
National Bookstore Project Aklat/Agency: Touch DDB Philippine/Client: National Bookstore
Reinvigorating the Landline/Agency: DM9JaymeSyfu/Client: Philippine Long Distance Telephone Company
SILVER
Bulilit/Agency: Leo Burnett Manila/Client: Vistaland & Lifescapes Inc.
Coca-Cola Open Happiness Multi-Serve Campaign/Agency: McCann Worldgroup Philippines, Inc./Client: The Coca-Cola Export Corporation
Dasal/Agency: McCann Worldgroup Philippines, Inc./Client: Globe Telecom
Ginang Alaska/Agency: Lowe, Inc./Client: Alaska Milk Corporation
Magnifico/Agency: Publicis JimenezBasic/Client: Monde Nissin Corporation
Nestle Ice Cream SORBETES- Bringing Filipino Families Closer/Agency: Publicis Manila/Client: Nestle Philippines, Inc.
Hilo/Agency: DM9JaymeSyfu/Client: Smart Communications, Inc.
Shirley/Agency: Publicis JimenezBasic/Client: NutriAsia Inc.
BEST SMALL BUDGET SERVICE BRAND CAMPAIGN
BRONZE
In the Midst of the Aftermath of Typhoons Ondoy and Pepeng, The Filipinos’ Bayanihan Spirit Continues to Thrive/Agency: DDB Philippines/Client: Golden Arches Development Corporation
SILVER
Earth Hour 2009/Agency: Leo Burnett Manila/Client: WWF-Philippines
BEST IN CREATIVE IDEA & EXECUTION
BRONZE
Home/Agency: Publicis Manila/Client: Nestle Philippines, Inc.
Lola Techie/Agency: BBDO Guerrero/Proximity Philippines & GeiserMaclang Marketing Communications, Inc./Client: Bayan Telecommunications
Modess Angels/Agency: BBDO Guerrero/Proximity Philippines/Client: Johnson and Johnson Philippines, Inc.
Tipid-Sulit ‘Pinas! Launch Campaign/Agency: DRAFTFCB Philippines, Inc./Client: Smart Communications, Inc.
BRONZE
AHON/Agency: BBDO Guerrero/Proximity Philippines/Client: Adboard
Ako Mismo/Agency: Tribal DDB/Client: PLDT-SMART Foundation
BEST TEENS BRAND CAMPAIGN
BRONZE
100% Tea. 100% On./Agency: Leo Burnett Manila/Client: The Coca Cola Export Corporation
Dare to Start Zero/Agency: Leo Burnett Manila/Client: The Coca Cola Export Corporation
Kahit Sino, Mix Mo/Agency: Publicis Manila/Client: Nestle Philippines, Inc.
Project Hit/ Teens/Agency: Publicis JimenezBasic/Client: Jollibee Foods Corporation
BEST ESTABLISHED SERVICE BRAND CAMPAIGN
SILVER
Giving Tree Campaign/Agency: Publicis JimenezBasic/Client: Jollibee Foods Corporation
BEST MEDIA INITIATED CAMPAIGN
SILVER
Boto Mo, Ipatrol Mo, Ako ang Simula/Client: ABS-CBN Broadcasting Corporation
Bro, Ikaw ang Star ng Pasko/Client: ABS-CBN Broadcasting Corporation
Toblerone’s National Thank You Day/Agency: GeiserMaclang Marketing Communications, Inc./Client: Kraft Food Philippines Inc.
BEST SMALL BUDGET PRODUCT BRAND CAMPAIGN
BRONZE
"Homeless, not Worthless" Advocacy Campaign/Agency: Publicis Manila/Client: Nestle Philippines, Inc.: Pet Care Division
SILVER
Operation Smilewich/Agency: JWT Manila/Client: Kraft Foods Philippines Inc.
BEST INSIGHTS & STRATEGIC THINKING
BRONZE
Bangon Campaign/Agency: TBWA/Santiago Mangada Puno/Client: United Laboratories Inc.
Coca-Cola Open Happiness Multi-Serve Campaign/Agency: McCann Worldgroup Philippines, Inc./Client: The Coca-Cola Export Corporation
Nestle Fruit Selection Yogurt – Empowering and Leading Consumers Towards a Healthy Lifestyle/Agency: Publicis Manila/Client: Nestle Philippines, Inc.
Think Positib/Agency: Publicis JimenezBasic/Client: United Laboratories Inc.
Sobrang Cheesy Campaign/Agency: Publicis JimenezBasic/Client: Fresh n’ Famous Foods, Inc.
Toblerone’s National Thank You Day/Agency: GeiserMaclang Marketing Communications, Inc./Client: Kraft Food Philippines
SILVER
Ako Mismo/Agency: Tribal DDB/Client: PLDT-SMART Foundation
Bulilit/Agency: Leo Burnett Manila/Client: Vistaland & Lifescapes Inc.
Magnifico/Agency: Publicis JimenezBasic/Client: Monde Nissin Corporation
CARMENCITA ESTEBAN PLATINUM AWARD
Kainang Pamilya Mahalaga/Bisyo/Agency: Publicis JimenezBasic/Advertiser: Monde Nissin Corporation
EFFECTIVENESS ADVERTISER OF THE YEAR AWARD
Monde Nissin Corporation
EFFECTIVENESS AGENCY OF THE YEAR AWARD
Publicis JimenezBasic