ARC WORLDWIDE Manila, the marketing services agency aligned with advertising giant Leo Burnett, won the Silver Award out of 1,124 entries worldwide at the 78th DMA International Echo Awards in New York for its “Book of Revelations” direct mailer campaign for Procter & Gamble Philippines’ Beauty Exchange Program.
The only entry from the Philippines that made it to round three of judging and the first Philippine entry featured in the British direct marketing publication Directory, the “Book of Revelations” is a workbook that featured a simple working mom named Nancy.
Arc Worldwide Manila tapped some of the country’s top beauty and wellness experts to give Nancy a makeover. Nancy’s natural beauty was hidden under rough skin, bad hair, and outfits that were far from flattering. The involvement piece that came with colored pencils simply requested beauty/fashion experts and columnists to suggest a new look for her. Since they encounter women like Nancy in their salons, spas, or through their editorial columns, these experts were more than willing to help her out.
The mailer became an astounding success, eliciting engaging makeover recommendations from well-known media personalities and beauty experts.
Known as the most prestigious honor awarded in direct marketing, the Echo pays tribute to campaigns that showcase outstanding strategy, innovative creative, database techniques, and exceptional results. The awards ceremony was held on October 16, 2007 at McCormick Place West in Chicago during the DMA 2007 Conference and Exhibition.
The “Book of Revelations” is a collaborative effort of Arc’s creative team composed of creative director Aina Remalante, senior art director Joan Mateo, and senior graphic artist/producer Robert Perez, supported by Arc’s general manager Stel Angeles, associate account director Ines Artadi, Vina Cruz and Angie Reyes, photographer Jeanne Young, and P&G Beauty Exchange clients Jamie Endaya and Ana Legarda.
