THE PHILIPPINES, DECEMBER 27, 2011: A Christmas Tree Decorating Contest by Ayala Land lighted up The Ayala Triangle park on December 8-9, 2011 along with members of the Association of Accredited Advertising Agencies (4A’s).
Agencies who joined the contest were Adformatix, BBDO Guerrero, DraftFCB, Leo Burnett, McCann Worldgroup, Publicis JimenezBasic, TBWA\ Santiago Mangada Puno, and Think Ideas.
Participants had to decorate their Christmas trees within less than 24 hours, and were only allowed to have a maximum of 5 representatives at a time to decorate their trees.
The panel of judges was composed of Ayala Corporation Chairman Emeritus Jaime Zobel de Ayala, Senior Architect and Division Manager of Ayala Land’s Innocation and Design Group, Mita Montinola, and Gigi Garcia.
Some of the decorations used by the agencies are recycled materials. Using recycled plastic bottles painted to show prominent superheroes and Christmas characters, BBDO Guerrero’s tree won the “The Most Brilliant Tree” award accompanied by a P100,000.00 prize, which the agency donated to My Shelter Foundation’s Isang Litrong Liwanag Project (One Liter of Light). “The Bottle Tree” carried the agency’s aim to highlight their association to the said foundation, BBDO also brought their client Pepsi on board as the main supporter of the initiative.
“Not only is this a great way to promote the noble work of “The Liter Of Light” initiative, but also a wonderful way to highlight what has been a great year creatively for us and how creativity is found in every corner of the Agency,” explains Tony Harris, Chief Executive of BBDO Guerrero.
McCann Worldgroup also used recycled materials such as soda cans to create The Garland of Hope. Their tree features a tin garland in the shape of human figures, hand-in-hand in hoping and working for a brighter future.
Some chose to pay tribute to the Filipino culture by using native materials and highlighting Filipino values. Adformatix’s Tree of Positivity was decorated with stars made out of native fiber while Think Ideas came up with Filipino Bayanihan as the theme for their tree. Called “Selling hope in a time of fear” Publicis JimenezBasic’s tree displayed the Filipino’s desire to let hope grow.
Draped with ornaments made out of office supplies such as compact discs, paper clips, and fasteners, “Christmas Creativity at Work” is DraftFCB Philippines tree that depicts the innovations at work during this holiday season.
TBWA \ Santiago Mangada Puno chose to pay tribute to nature by spray painting its tree entirely with white KNOxOUT, Boysen’s air cleaning paint. This is a symbolical move to show the preservation of clean and breathable air in replacement to the uprooted fir tree.
Leo Burnett chose to depict the excitement of children during Christmas with its seven-foot tree, “The Little Big Christmas Tree”, decorated as a packaged toy which aims to bring out the child in everyone during the holiday season.
The trees will be on display until December 30, 2011.
