The Asia Pacific Tambuli Awards is the pioneer award show globally on effective advertising for good. It is not an award on charity, advocacy, pro bono, or CSR advertising, even if those campaigns are welcome to enter. The award focuses on mainstream brand campaigns that celebrate humanity, inspire purpose, and deliver results. It honors brands that do good and do well – showing the seamless integration of creativity + human good + results. Case study entries must demonstrate how brands uplift society, create positive change, and correlate purpose with purchase.
Last year’s APAC Tambuli jury chairman Charles Cadell, APAC CEO McCann Worldgroup, has been in the Tambuli jury for the past five years. Speaking about the Tambuli Awards he said, “this was long before other shows and even before those in the profession itself really understood its significance to the networked generation. As a not for profit organization, with its roots firmly entrenched in Filipino culture and seeking to promote Asian values, its purpose is a noble one and deserves everyone’s support.”
Cadell added, “judging creativity and business effectiveness is a challenge. Adding a third leg of social effectiveness makes judging that much harder – especially since one must seek to retain a subjectivity around what are usually highly emotive subjects.”
2017 overall jury chairman Matt Eastwood, Worldwide Chief Creative Officer for J. Walter Thompson, comments, “Bill Bernbach once said, “All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level.” By celebrating work that not only does well but does good, the Tambuli Awards lift creativity and, indeed, society to a higher plane. That is a good thing for our industry. And, more importantly, a good thing for our planet.”
The jury president for this year’s Creative Executive Jury Merlee Cruz-Jayme, “Chairmom” and Chief Creative Officer of Dentsu Jayme Syfu, affirms that “we live in a crazy world today. There’s a lot of hate around us. As responsible influencers in our industry, it is our duty to help inspire a love for humanity with our ideas. That’s why I’m happy that Tambuli Awards push this with their purpose of celebrating goodness in our brands. Our everyday communications should create powerful, meaningful stories that inspire diversity, equality, and peace. After all, we’re not here just to solve brand problems. We’re here to change the world.”
Thierry Halbroth, Managing Partner and Executive Creative Director of Publicis Worldwide Hong Kong, and a member of this year’s creative executive jury, believes that “in a world made of wallpaper and disposable ads where four-second attention-span is the new measure, the APAC Tambuli Awards assess the real impact of brands (smartly) putting creative firepower to work for a greater purpose. Awarding creativity and effectiveness in the area of “good” is the only way to reward the collective efforts of our industry in a legitimate manner.”
Finally, this year’s jury president for the media executive jury Cheuk Chiang, Chief Executive Officer Asia Pacific, Omnicom Media Group opines that “we live in a world where the strongest, most salient and most compelling brands are those with a strong sense of purpose. We also live in a world where today’s consumers are seeking fulfillment of higher order needs like self-actualization. This is why the Asia-Pacific Tambuli awards is so relevant because it recognizes and rewards creative with a conscience. Great work that truly makes a difference to society. Great work that epitomizes the heart and soul of what we do. Great work for good.”
The Asia-Pacific Tambuli Awards has extended its deadline to April 10, 2017. Late fees apply for all late entries submitted between March 31 and April 10. Conference and Awards night will be held on June 6, 2017 in Manila. Entry forms may be downloaded at www.tambuliawards.asia.
The award is organized by the School of Communication of the University of Asia and the Pacific (UA&P) based in Manila. For inquiries, contact bernadette.zulueta@uap.asia.
