SUBIC – Ace Saatchi & Saatchi emerged as the top-winning agency at the 2014 Kidlat Awards, which saw DM9 JaymeSyfu winning Best of Show. The winners were announced at the awards show, the culminating event of Ad Summit Pilipinas, held in Subic on May 10.
Saatchi brought home three of the ten Gold awards given, on top of eight Silvers, one Bronze, and four Finalists.
The agency’s Pampers ‘ZZZ Radio’ campaign for Procter & Gamble won Gold in the Radio and Media categories, while its MyDSL ‘Screen Age Love Story’ for PLDT won Gold in Digital & Mobile.
“I really like this thing from Pampers, which I thought was really clever, they had actually found something very unique and interesting,” Marcus Rebeschini, jury president for film, integration, innovation, and radio told adobo.”I thought that was a really nice connection back to the brand for Pampers.”
Rebeschini pointed out that all of the Gold winners were campaigns for big brands. “I think what was really interesting is that most of them came at a very fresh angle,” he said.
‘ZZZ Radio’ and ‘Screen Age Love Story’ also won several Silver awards, along with Saatchi’s Cebuana Remittance ‘Remeet’ for PJ Lhuillier, Inc.
Meanwhile, Best of Show winner DM9 JaymeSyfu also picked up three Golds in Digital & Mobile, Media, and Innovation for its Smart ‘TXTBKS’ campaign for Smart Telecommunications. The same campaign also earned the agency two Bronze awards.
Rebeschini shared that he initially thought the ‘TXTBKS’ case study video was ‘glossy,’ but the jury was won over when they got to try the product themselves.
“It was sort of covering a lot of mistakes, there were a lot of mistakes in the video, it was a little confusing what the message was. What’s interesting is that they didnt actually send in the piece, so whether it actually worked or not or it’s just a video making us all believe that this idea was a great idea,” he told adobo.
“We tried it out for ourselves, it does work, it’s actually a very smart idea, it’s very simple how they’ve done it…I think it’s clever what they’ve done, and I can see a lot of kids going away and actually using it so for those of you who havent actually tried it, it does work. dont think it’s just a glossy video, it actually does work,” he added.
Boysen – “Tree Lungs” from Greenroom on Vimeo.
TBWA\ SMP came out as the top third agency, took home two Gold awards for Boysen ‘Tree Lungs’ for Pacific Paints in the Outdoor category, and Nuvali ‘Koi Fish Feed’ for Ayala Land in the Design category. The agency also won six Silvers, 15 Bronzes, and 19 Finalists.
BBDO Guerrero won a Gold for Pantene’s ‘Daenerys’for Procter & Gamble, adding to its haul of awards which includes three Silvers, ten Bronzes, and four Finalists.
Y&R Philippines rounded out the top five agencies winning one Gold for Maynilad’s ‘Maynilad Kit’, eight Bronze awards, and four Finalists.
This year’s Kidlat Awards received a total of 633 entries. There were 276 entries for Film, Radio, Integrated and Innovation (Jury A), 233 entries for Print, Outdoor, Direct & Design (Jury B), and 125 entries for Digital, Mobile, Promo, Activation, PR and Media (Jury C). In 2013, there were 563 entries, nine of which were awarded Gold.
