The good shines in the 2010 Araw Values Awards

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PHILIPPINES, DECEMBER 10, 2010 – This year’s star-studded Araw Values Awards emphasized the good in advertising, as seen through the Seven Cornerstone Values in the two major categories, Branded Communications and Advocacy Advertising. The awards ceremony was held last night at ABS-CBN’s Dolphy Theater, featuring star entertainers and presenters.

For Advertising Advocacy, DDB and Tribal DDB took home four Silvers for SMART-PLDT’s "Ako Mismo", and the the "Vanish" TVC for DENR. Branded Communications had more Silver awardees. Publicis JimenezBasic took home four: three for Manila Bulletin print and TV campaigns and one for the Lucky Me "Makadiyos" TVC. McCann Worldgroup picked up two: "Bayanihan" for Unilab and "Dasal" for Globe. Lowe’s "Liberty Lambing Campaign" for Alaska Corporation, Home Development Mutual Fund’s radio ad "Hinaharap" and DM9 JaymeSyfu’s "Duct Tape" for Gabriela won one Silver each.

ABS-CBN swept Advocacy Advertising with three Golds–two for TV/Cinema and one for radio. The Gold award also went to Ogilvy & Mather Philippines for its WWF spot "Pawikan" and Publicis Manila for its multimedia Milo Marathon "Help Give Shoes" campaign.

In Branded Communications only DM9 JaymeSyfu got a Gold for "Voice" for Smart.

The People’s Choice Award was given to TBWA Santiago Mangada Puno’s "Education" ad for Unicef, while Colegio de San Juan de Letran’s Dani Dulay was given a Special Citation in the Student Competition.

Finally, the Platinum Awards were given to Publicis Jimenez Basic’s "Pregnant Pause" for Monde Nissin Corporation and to ABS-CBN News and Current affairs for "Boto Mo, Ipatrol Mo Instrumento".

Lola Techie introduced the show, while Donita Rose, Jericho Rosales and Megan Young hosted the ceremonies. Presenters included Julius Babao with wife Cristina Bersola-Babao, Dawn Zulueta, and Chin-chin Gutierrez. Among the performers for the evening were the Ryan Cayabyab Singers, Dulce, Nyoy Volante, Jett Pangan, Frenchie Dy, Rachel Alejandro, and Karylle.

The Seven Cornerstone Values are love of God and respect for religious beliefs; commitment to truth, honesty, and justice; love of country and respect for national customs and traditions; reverence for family unity and the inviolability of marriage; respect and care for human life and dignity, and the rights of all; respect for law and authority and the promotion of self-discipline; and concern for and preservation of environment.

The Araw Awards areheld every two years by the Advertising Foundation of the Philippines and decided on by a panel of judges, and a special jury for platinum awards.

Full list of winners follows.

Advocacy Advertising (Silver)
Values: Commitment to truth, honesty, and justice
Medium: TV/Cinema
Title: "Ako Mismo"
Entrant: DDB-Tribal Philippines
Client: PLDT-Smart Foundation

Values: Concern for and preservation of the environment
Medium: Single Entry TV
Title: "Vanish"
Entrant: DDB Philippines
Client: DENR

Values: Respect for Law and authority and the promotion of self-discipline
Medium: Radio
Title: "Hinaharap"
Entrant: Home Development Mutual Fund (Pag-ibig Fund)

Values: Respect and care for human life and dignity and the rights of all
Medium: Ambient
Title: Duct Tape
Entrant: DM9 Jayme Syfu
Client: Gabriela

Values: Love of country and respect for national customs and traditions
Medium: Multimedia Campaign (TV, Print, Website)
Title: Ako Mismo (TV, PRINT, WEBSITE)
Entrant: DDB-Tribal Philippines
Client: PLDT-Smart Foundation

Values: Love of country and respect for national customs and traditions
Medium: Single entry Digital Marketing
Title: Ako Mismo (Website)
Entrant: DDB-Tribal Philippines
Client: PLDT-Smart Foundation

Branded Communications (Silver)
Values: Commitment to truth, honesty, and justice
Medium: TVC
Title: Justice
Entrant: Publicis JimenezBasic
Client: Manila Bulletin

Values: Love for God and Respect for religious beliefs
Medium: TVC Campaign
Title: Makadiyos (Makadiyos, Mapagkumbaba, Mapagbigay)
Entrant: Publicis JimenezBasic
Client: Monde Nissin Corp.

Values: Reverence for family unity and the inviolability of marriage
Medium: TV
Title: UL Corp "Bayanihan"
Entrant: McCann Worldgroup Philippines Inc.
Client: United Laboratories Inc.

Values: Commitment to truth, honesty, and justice
Medium: Print Campaign
Title: "Mark" (Justice, Livelihood, Security)
Entrant: Publicis JimenezBasic
Client: Manila Bulletin

Values: Reverence for family unity and the inviolability of marriage
Medium: Multimedia Campaign
Title: "Liberty Lambing Campaign"
Entrant: Lowe Inc.
Client: Alaska Corp.

Values: Reverence for family unity and the inviolability of marriage
Medium: TV
Title: "Globe Dasal"
Entrant: McCann Worldgroup Philippines Inc.
Client: Globe Telecom

Advocacy Awards (Gold)
Values: Concern for and preservation of the environment
Medium: Radio
Title: Tipid Tubig
Entrant: ABS-CBN
Client: DZMM 630

Values: Love of God and respect for religious belief
Medium: TV/Cinema
Title: Bro, Ikaw ang star ng pasko (Christmas SID 2010)
Entrant and Client: ABS-CBN

Values: Respect and Care for Human life and dignity for the rights of all
Medium: Multimedia Campaign
Title: Milo Marathon, "Help Give Shoes"
Client: Nestle Philippines Inc.

Values: Concern for and preservation of the environment
Medium: TV/Cinema
Title: Pawikan
Entrant: Ogilvy & Mather Philippines
Client: World Wildlife Fund

Values: Love of Country and respect for national customs and tradition
Medium: TV/Cinema
Title: Bagong Simula Music Video
Entrant: ABS-CBN, Creative Communications Management
Client: ABS-CBN

Brand Communications (Gold)
Values: Reverence for family unity and the inviolability of marriage
Medium: TV/Cinema
Title: Voice
Entrant: DM9JaymeSyfu
Client: Smart Communications

Platinum Awards

Advocacy Communication
Values: Commitment to truth, honesty, and justice
Medium: TV/Cinema
Title: Boto Mo Ipatrol Mo Instrumento
Entrant: Creative Communication Management, ABS-CBN
Client: ABS-CBN News and Current Affairs

Branded Communication
Values: Reverence for Family Unity and the inviolability of marriage
Medium: TVC/Cinema
Title: Pregnant Pause
Entrant: Publicis JimenezBasic
Client: Monde Nissin Corp.

People’s Choice Special Awards
Advocacies
Title: Education
Client: Unicef
Agency Competition: TBWA Santiago Mangada Puno
Medium: Single Medium/TVC/Film

Special Citation
Student Competition
Advocacy Advertising
Values: Reverence for family unity and the inviolability of marriage
Medium: Print
Title: "Chopstick"
Entrant: Dani Dulay
School/College: Colegio de San Juan de Letran