MANILA - McDonald’s widely recognized marketing campaigns in 2016 scored several wins at recently concluded industry and advertising awarding events. The brand first swept a total of 13 awards at the PANAta Marketing Effectiveness Awards, held last June 2. Most notably, it won the Grand PANAta for the Holiday McShare Box campaign entitled “The Boy Who Loved to Study,” earning them the Hall of Fame Award for winning the Grand PANAta for 3 years in a row—a historic first for PANATA Awards.
Overseen by the Philippine Association of National Advertisers, the PANAta Awards honor brands and organizations whose innovative campaigns positively impacted business and achieved brand objectives.
In addition to the Grand PANAta, McDonald’s and Leo Burnett Manila won Gold trophies for the following campaigns: “Chicken Ni Joy,” a Chicken McDo taste campaign, and McShare Box’s “The Boy Who Loved to Study” about Daniel Cabrera who received worldwide attention after being photographed studying by the lone light of a McDonald’s store. Other buzzed-about campaigns also garnered accolades, such as Silver awards for Burger McDo’s “Welcome Change” and McSaver Meals “Floating Fork” featuring the AlDub tandem; and a Bronze for the National Breakfast Day campaign honoring early risers entitled, “The Boat.” Other recognized campaigns included the heart-warming family thematic campaign “Handog,” the Eyes on Your Fries out-of-home installation “Teamwork,” and the Valentine’s Desserts social media campaign called “Love Desserts.”
McDonald’s Philippines and Leo Burnett Manila also won four awards at the 12th Asia-Pacific Tambuli Awards held last June 6. Featuring entries from all over the Asia Pacific region, the award recognizes brand campaigns that celebrate humanity, inspire purpose, and deliver results.
McDonald’s won two Gold awards for Daniel Cabrera and McShare Box’s “The Boy Who Loves To Study" in the Video Screen and Social Media categories. The National Breakfast Day 2017 campaign “Breakfast Surprise” which paid tribute to early risers, earned a Silver for Brand Activation category and a Bronze for the Video Screen category.