PATTAYA – The world of advertising doesn’t often cause change beyond getting consumers to purchase certain products. It was thus very significant when a specific campaign actually affects an entire nation’s history by way of an election.
This was the reasoning behind why TBWA\Santiago Mangada Puno earned the Grande in the Lotus Roots category at ADFEST 2017 for its work on the Campaign Against The Return of the Marcoses to Malacañang (CARMMA), entitled “Correcting History.” This was submitted as Best Use of Social in the Direct Lotus category.
The Lotus Roots category represents the heart of ADFEST and is the inspiration for this year’s theme, “20 Years of Diversity.” The category recognizes and encourages great ideas inspired by local beliefs and values and by the diversity of cultures represented at ADFEST every year.
From 162 entries, there was 1 Grande and 3 Lotus Roots awards.
“Political advertising is very, very hard,” noted Ted Royer, Chief Creative Officer of Droga5 New York and Grand Jury President. “Talking about history in advertising is usually boring and very hard. Talking to millennials is really hard. (Correcting History) did all of that and more. It changed the course of a country and the whole jury was incredibly moved by this and was unanimous in this decision.”
“I love ideas that emerge from local conditions that we might see every day,” Royer added. “The Grande winner is a campaign to raise awareness of the Marcos regime among millennials and it floored some of the judges.”
The same campaign earlier won a Silver Lotus in the Media Lotus category.
