Ace Saatchi brought home three metals on AdFest 2014’s first award night, claiming a Gold in Direct for ‘ZZZ Radio’ for client Pampers Diapers, wherein a radio station played white noise that was proven to help babies (and, by extension, their parents) enjoy uninterrupted sleep. The campaign also picked up a Silver in Promo, while Saatchi’s heartfelt ‘Remeet’ campaign for Cebuana Lhuillier’s remittance services won a Direct Silver.
Of ‘Remeet’, Jury President Tor Myhren (President & Worldwide Chief Creative Officer, Grey New York, said, “The thing I loved about those films and that idea, it’s very hard in our business to really be real. You watch something and there is no question in your mind that that was real. You can’t have actors act that way. It was just beautiful stuff.”
BBDO Guerrero won two metals in Direct for their initiatives designed to help the victims of Typhoon Yolanda (Haiyan)-stricken Tacloban. The first was a Gold for ‘Unselfie’ – wherein participants wishing to contribute uploaded a photo of themselves and their donation call to action – and a Bronze for “Night Light”, which brought Illac Diaz’s ‘Bottle Light’ concept to the affected areas.
Leo Burnett Manila was awarded a Silver in Promo for “Aid Couture” (for client Ariel + Downy Parfum), an initiative that saw stylists design fashionable looks out of impractical garment donations to in order to generate cash for Typhoon Yolanda (Haiyan) relief goods.
TBWA\Santiago Mangada Puno’s metal-winning ‘Nuvali Koi Fish Invite’ for client Ayala Land added to its awards with a Silver in Design for the innovative invitations that could be fed to the titular koi.
Finally, DM9JaymeSyfu won a Design Bronze for their Tanduay Ice ‘Mixhibit’, which combined the popular party beverage with installation art for a number of imaginative executions.
The biggest Filipino winners of the night were Lowe Bangkok’s Katrina Encanto and EJ Galang, who bagged a Grande Lotus for their work on “Pig/Lamb/Cow” for Sunlight dishwashing liquid. The campaign also scored in the Print Craft category, finishing with three Golds for its depictions of the product’s ability to deal with tough stains.
