MANILA – BBDO Guerrero’s and GMA Marketing & Productions bagged the top award at the Araw Values Awards, held at the ABS-CBN Dolphy Theater on November 20.
BBDO Guerrero’s ‘PH Thank You,’ won a Platinum in Advocacy Communications.
The campaign, supported by the Department of Tourism, was launched globally in February. The campaign thanked foreign nations for their support in the aftermath of Typhoon Haiyan by placing Thank You signs on billboards across the world, such as Shibuya Crossing in Tokyo, Times Square in New York, and Picadilly Circus in London. A film was also launched online and shared on social media with the hashtag #PHThankYou.
Meanwhile, GMA Marketing & Production’s ‘Kapuso Mini Sine: Gustin’ bagged a Platinum in Branded Communications.
The four-part short film was based on a true story. It follows the story of two young trash pickers who find a bag full of money and must decide what to do with it. Directed by Dragon Pineda and produced by GMA Marketing & Productions for Champion Detergent, the series aired on GMA and GMA News TV from September 24 to October 21.
A total of 12 Gold awards, 51 Silver awards, and 61 Bronze awards were given.
Production house Filmex and indie agency IdeasXMachina emerged with the biggest hauls, winning 17 trophies each.
Filmex counted five Bronze awards and twelve Silver awards, while IXM had eight Bronzes and nine Silvers.
Lowe Inc. had the second highest trophy count taking home 11 in total. The agency won the most number of Golds at four, in addition to 4 Silvers, and 4 Bronzes.
GMA Marketing bagged nine awards in total, with seven Bronzes and one Gold in addition to its Platinum.
JWT Manila had a total of eight awards: three Bronzes, three Silvers, and two Golds.
DDB Philippines brought home seven awards: five Bronze, and two Silvers.
BBDO Guerrero and Solar Television Network had six awards each, with the former winning three Bronzes and two Silvers in addition to its Platinum; and the latte winning four Bronzes and two Silvers.
ABS-CBN Corporation won five awards: two Bronzes and three Silvers.
Below is a tally of the Araw Values Awards winners for 2014:
At the same time, a special award, the Tanglaw ng Araw Value Award was given to ABS-CBN Corporation chairman of the board Eugenio “Gabby” Lopez III.
The award honors individuals and entities who have pioneered the promotion of positive values for social change. The endowment of the special award requires the unanimous decision of the awards organizing committee.
Held by the Advertising Foundation of the Philippines in partnership with ABS-CBN, the ninth season of the biennial awards for values advertising saw a total of 387 entries – the highest since 1998. The competition was judged by 72 leaders and educators from the marketing communications industry.
The awards promote seven Araw cornerstone values:
– Love of God and respect for all religious beliefs
– Commitment to truth, honesty, and justice
– Love of country and respect for national customs and traditions
– Reverence for family unit or marriage or responsible parenthood
– Respect and care for human life and dignity and the rights of all
– Respect for law and authority and the promotion of self-discipline
– Concern for and preservation of environment
The Awards Night will be aired in a nationwide telecast on December 7, 2014.
