Three campaigns from the Philippines have made it to the WARC Prize for Asian Strategy shortlist. “Valentine’s joy for the heartbroken” by McCann Worldgroup Philippines for Jollibee, “Dead Whale” by Dentsu Jayme Syfu for Greenpeace Philippines, and “Overnight Oats” by BBDO Guerrero for Quaker Oats will be in contention for the awards against 28 other entries.
McCann Worldgroup Philippines’ “Valentine’s joy for the heartbroken” for homegrown fast food brand Jollibee hit many Filipinos’ feelings during Valentine’s Day with a video series tackling different stories of heartbreak. As a result, the brand reported increased sales when the campaign was launched.
Meanwhile, Dentsu Jayme Syfu perfectly timed the appearance of its “Dead Whale” on a beach in Cavite, Philippines during the height of the ASEAN Summit to call on state leaders to tackle plastic pollution in the oceans.
Another shortlister is “Overnight Oats” by BBDO Guerrero for Quaker. The campaign used radio and social media to update its image for millennials in the Philippines with the “Quaker Overnight Oats Starter Pack”.
The winners for this year's WARC Prize for Asian Strategy will be announced in early November 2018.
The WARC Prize for Asian Strategy is being judged by a panel of 23 industry leaders from both client- and agency-sides and is chaired by Shekar Khosla, Chief Commercial Officer of Kellogg’s. The jury further includes Eileen Borromeo, Planning Director of McCann Worldgroup Philippines; Michael Chadwick, Chief Strategy Officer of Dentsu Asia Pacific; Vincent Digonnet, CEO of MullenLowe Group APAC; Andy Wilson, Head of Strategy of BBDO Asia, and more top strategic planners.