MANILA, PHILIPPINES — Brands that have truly championed the Philippine Association of National Advertisers (PANA)’s value of responsible brand building emerged victorious at the PANAta Awards 2022 recognition night.
The event was streamed via the PANA Facebook page and official YouTube channel. Hosted by Cignal TV’s news anchor Julius Babao, with special performances from Kapuso star Ruru Madrid and next-gen P-pop star Ver5us, the event brought together the marketing and brand-building industry as it progresses to new beginnings.
HAPPENING NOW: The #PANAtaAwards2022 is now live–tune in as the program honors the most effective and creative campaigns and the people behind them.
SponsorHosted by Julius Babao (@juLiusbabao.)@panaadedge pic.twitter.com/FkqUNLA6gX
— adobo magazine (@adobomagazine) December 14, 2022
McDonald’s Philippines’ campaign “Classroom,” conceptualized by creative agency Leo Burnett Manila, once again bagged the most coveted Grand PANAta Brand of the Year award, dominating the category as the most game-changing and innovative brand-building effort that showed outstanding results, twice in a row. This campaign was also cited as the most effective for Corporate Sustainability and Social Responsibility (CSSR) while its “Ride Thru Light Show” campaign also won gold for Customer Experience. A bronze medal for Brand Effectiveness through Business Growth – Large Enterprise was given for its campaign “M Safe: AHEAD.”
Other gold medalists this year include Unilever’s “Knorr Their Future”, awarded for the most effective use of marketing communication channels (for single medium), and Avon Philippines’ “#ComeAsYouAre with First Gender-Free Underwear” for product innovation.
Silver medalists include Save the Children Philippines’ “QR for Hunger” for effectiveness in CSSR, Pepsico for “Pepsi Blackpink” for effectiveness through customer experience, and Unilever Philippines’ “Knorr’s Nutri-Delicious Purpose” for effective use of Integrated marketing communication channels.
Bronze awardees are Ayala Land, Inc.’s “Alagang Ayala Land Social Enterprises digital marketing campaign” for effectiveness in CSSR, Sting Philippines/Pepsico’s “Sting – Energy Sarap na Humahataw” for effectiveness in creative content innovation, and from the same company “Pepsi Blockbuster” for effectiveness through product shoot innovation.
Way ahead of the awards night, PANA followers have also voted for the People’s Choice award which was won by Nutri-Asia’s “Silver Swan Dobleng Dishkarte.”
The Innovative Execution through Mobile award was won by Universal Robina Corporation’s ”Piattos Fun Way Gamification.”
Michael Sena, Raymond Hernandez, and Richard Villaseran of P.J. Lhuillier, Inc. were awarded the Brand Team of the Year. This is the first time that PANAta Awards has given recognition to the brand team who has been commended by their industry partners i.e. media, suppliers, and agency for their strategic partnership with clarity and consistency in vision and leadership.
PANAta Awards 2023 will be held in the second quarter of 2023.
adobo Magazine is an official media partner of this event.
