MANILA, PHILIPPINES — Kantar, the world’s leading data, insights and consulting company, recently conducted its Kantar Creative Effectiveness Awards Pilipinas 2021.
Kantar Creative Effectiveness Awards (KCEA) is a recognition of the top-performing ads as judged by Filipino consumers out of the hundreds of ads in the Kantar Philippines creative optimization database. Last May 19, 2021, a virtual event was conducted attended by top marketers, creative agencies, and advertising industry professionals to award the winners and share learnings about creative effectiveness in the Philippines at this time of crisis.
Marian Villanueva, Head of the Media and Creative Domain at Kantar Philippines led the announcement of the Grand Winners and the Top 16 Finalists of this year’s KCEA PH 2021 which consists of the ads ranking the highest in the Kantar creative optimization database and embodies in-market effectiveness and advertising excellence in 2020. The winners were led by — Ginebra San Miguel ‘Bagong Tapang 60s’ as Grand winner and back-to-back winner in the Adults category, and Nestlé Chuckie ‘Signs 30s’ as Grand winner in the Moms category.
Adults Category Grand Winner: Ginebra San Miguel ‘Bagong Tapang 60s’
Ginebra San Miguel ‘Bagong Tapang 60s’ is an inspiring take on the Filipino resilience. GSMI used its winning, catchy beat that is made for the brand and repurposed it to be the new anthem in today’s time. The ad provides much needed hope and inspiration to Filipinos while seamlessly integrating the brand through the GSMI glass device throughout the story. The effect is an iconic ad that is unmistakably GSMI, which translated to impressive sales and brand growth for GSMI.
Paolo Tupaz, Brand Manager of Ginebra San Miguel, accepted the award. “More than just a liquor brand, we wanted to be able to highlight this innate characteristic of Filipinos which is Bagong Tapang. This characteristic of Bagong Tapang is not just showing passion to succeed but also the willingness to veer away from what we were accustomed to and the humbleness to start anew.” According to him, the stories included in this award-winning campaign are based on actual stories of real people with the aim to inspire the rest of the Filipinos to make it through the pandemic together. Paolo ended his speech with the statement, “We want to be able to share this message and be one with our consumers to succeed in this new life and new normal, and to strengthen Filipino spirit which is Never Say Die and Ganado sa Buhay.”
Moms Category Grand Winner: Nestle Philippines, Chuckie ‘Signs 30s’
Chuckie has been a staunch advocate of parent-child bonding. It promotes the importance of creating moments during childhood and how this can be achieved during this pandemic is exceptionally embodied in ‘Signs 30s’ which, despite the new household dynamics, is able to clearly send across the brand message in a relevant and distinct way. The execution warmly tugs the heart of Filipino moms who relate to the ad’s premise and translated to phenomenal growth and highest ever market shares and brand equity improvements for Chuckie.
Joey Uy III, Business Executive Officer at Nestlé accepted the award. “This will encourage us to continue to partner with mothers in promoting a healthy and happy childhood through fun nutrition.” He added, “We are really staying true to what the mothers are experiencing,” as the award-winning ad depicts the new reality and struggles of working moms in finding time to bond and create memories with their kids because of their busy schedule despite staying at home with them all day. “This ad serves as a reminder to everyone that we [as parents] have to take advantage given that childhood is fleeting,” Joey stated as parting words, “We’d like to capture that moment.”
To recap Top 16 Finalists of Kantar Creative Effectiveness Awards Pilipinas 2021 Top 16 Finalists, watch this:
Here are this year’s #KCEAPH Top 16 Finalists in no particular order:
| ‘BAGONG TAPANG 60s’ Ginebra San Miguel Ginebra San Miguel Inc. dentsu one manila | ‘NOEL 30s’ Nestlé All Purpose Cream Nestlé Philippines Over the Moon Communications, Inc. |
| ‘PUTIK 15s’ Bear Brand Powdered Milk Drink Nestlé Philippines Publicis Manila, Inc. | ‘ZEN 15s’ Diatabs Unilab Publicis JimenezBasic |
| ‘SPORTS CAR 15s’ Fita Monde Nissin Corporation Publicis JimenezBasic | ‘LEBRON 15s’ Red Ribbon Savers Red Ribbon Bakeshop Inc. BBDO Guerrero |
| ‘RAINTREE Y2 30s’ Cream Silk Hairfall Defense Unilever Philippines Wunderman Thompson | ‘NALA 30s’ Promil Four Wyeth Ogilvy Philippines |
| ‘EVERYDAY STRENGTH 30s’ Ensure Gold Abbott Laboratories DNA | ‘NAMNAM 30s’ Idol Cheesedog CDO Foodsphere Inc. dentsu one manila |
| ‘RELIEF SEEKER 15S’ Kremil-S Advance Unilab Publicis JimenezBasic | ‘SIGNS 30s’ Chuckie Nestlé Philippines McCann |
| ‘CARRERA 15s’ Jollibee Chickenjoy Jollibee Food Corporation Publicis JimenezBasic | ‘SIGURADO 30s’ Bonakid Pre-School 3+ Wyeth Ogilvy Philippines/Bates 141 |
| ‘APOY 30s’ Nescafe Original Nestlé Philippines Dentsu Jayme Syfu | ‘INSIDE A CHAMPION 30s’ Milo Nestlé Philippines Publicis Manila Inc. |
Kantar Philippines continues to echo its commitment to support its client brands and advertisers to grow brands that will be meaningful, differentiated, and salient amongst Filipinos via best-in-class creative and media optimization solutions and expertise amidst the changing contexts.
For more information about the Kantar Creative Effectiveness Awards or other Kantar services, you may reach out to https://www.kantar.com/contact/hq-general-contact and use #KMPAdobomag for a 5% discount for first time clients availing of any Kantar Creative solution within the whole month of June 2021.
