MANILA, PHILIPPINES – Wunderman Thompson Philippines won an elusive Lotus Roots award at yesterday’s Adfest Awards in Thailand for their “Right the Ride” campaign with The Commission on Human Rights Philippines. Touted as the most celebrated regional creative festival, Adfest not only raises the standard of creative excellence for Asia, Australia and New Zealand, but also puts the uniqueness of local culture in the spotlight. Unique to Adfest, the Lotus Roots trophy recognizes ideas that embody local values in terms of culture, religion, beliefs, traditions or language. Only four Lotus Roots were handed out at this year’s ceremony. The campaign also garnered a Bronze in Brand Experience.
“Right the Ride” was launched November 2021 with the aim of providing more safe spaces for women of every age—starting with the country’s most iconic mode of transportation.
The Philippine jeepney is the undisputed King of the Road, donned in bright colors and vibrant décor. But behind the lively exterior that make it iconic lies a pressing problem that has been overlooked for decades: misogyny and sexism. Step inside and you’ll find offensive signages and stickers which are deemed funny, entertaining and witty. The jeepney is rife with disrespect, and this cannot be the norm. Cristina Tin Sanchez, Deputy Executive Creative Director of Wunderman Thompson, says: “Misogyny must definitely not have a place in modern society, and particularly not in a beloved cultural symbol.”
“Right the Ride” jumpstarted a much-needed conversation and is continuously gaining support beginning with the country’s biggest transportation authorities, transportation unions and women’s groups. Brandie Tan, Executive Creative Director, stresses the importance of a strong partnership in making the campaign happen: “Big problems need brave solutions. I want to thank the clients who approved and trusted us with this solution to a systemic problem in the country.”
CREDITS
Executive Creative Director: Cristina Tin Sanchez, Brandie Tan
Creative Director: Niño Gupana, Maan Bautista
Copywriter: Irish Bautista, Jillian Librodo, Jonel Revistual, Yanna Gemora, Poi Cabactulan
Art Director: Elaine Catindig, Macky Sanchez, Gabrielle Balanon
Editor: Bino Samson
Account Director: Carla Dado, Abby Espiritu
Account Manager: Pam Bama
Marketing Communication Director: Honorable Karen Gomez-Dumpit
Marketing Communication Manager: Atty. Twyla Rubin
Executive Strategic Planning Director: Pam Garcia
Strategic Planning Director: Sam Zetha
Senior Strategic Planner: Rachelle Valera
Chief Executive Officer: Golda Roldan
Agency Producer: Jem Lim, Toffee De Guzman, Carol Pe Benito
Film Production Company: Film Pabrika, Ala Carte Digilab
Director: Cheska Ramos, Gilbert Buen
Production Designer: Adelina Leung
Executive Producer: Marivic San Juan
Film Producer: Regina Inocencio
Other Film Production Credits: Liza Apuyan, Neil Jara, Randy Mendoza & Team, Kevin Rutia, Ikoy Manzano, Voodoo Inc., Gerick Buen, Gee Macale, Prince Paguirigan, Michael Guinto
Post-Production Company: Film Pabrika
Editor: Gino Delos Reyes
Colorist: Barebones Inc., Lester Brutas, Audrey Velasco, Is Cartegena
Sound Production Company: Hit Productions
Sound Designer: Tara Lim, Eddie Boy Vargas
Sound Studio Producer: Sharon Ambas
Music Composer: Joaquin Santos, Mike Villegas
Other Sound Production Credits: Vic Icasas, Letty Sarmiento, Japs Concpecion, Lea Lardizabal
Retoucher: Chris Cristobal, Ferdie Ortiz
Illustrator: Geoff Estevez
