MANILA – As the Cannes Lions International Festival of Creativity came to a close on Sunday, the Philippines went home without adding another Lion to its bag since TBWA\Santiago Mangada Puno won a Bronze Lion for ‘Hana Water Billboard’ (The Vetiver Project) in the Lions Health Awards.
Four other Philippine agencies, Y&R Philippines, Dentsu Philippines, Leo Burnett Group Manila and Ace Saatchi & Saatchi Manila shortlisted for the Press, Media, Outdoor and Branded Content & Entertainment Lions while TBWA\Santiago Mangada Puno’s ‘Hana Water Billboard’ shortlisted twice in Media and Design but failed to snatch another metal win.
This has been the country’s worst performance in the biggest advertising festival in the world in five years.
Back in 2011, the Philippines recorded a total of four Lions: two Silvers, one for TBWA\SMP's Boysen Philippines' 'Jellyfish' and 'Snail' and one for BBDO Guerrero's 'Persistent Headaches' and two Bronzes. Our Young Lions Justin Ferrer and Angeline Go also won a Gold in the Young Marketers Competition.
The following year, our metal wins climbed to six Lions when the country took home one Silver for BBDO Guerrero's campaign, 'Liter of Light', four Bronzes. For the second year, the Philippine representatives, Nolan Fabular and Abigail Capa won a bronze in the inaugural Young Lions Design competition.
In 2013, in what was considered as the Philippines’ most fruitful year in Cannes Lions history, DM9 JaymeSyfu took home the country’s first ever Grand Prix for the Smart ’TXTBKS’ campaign. Other than winning Best of Show, the Philippines scored a total of 8 Lions including a Gold Lion for J. Walter Thompson Manila’s ‘Energizer Schick Icons’ poster campaign.
Despite the absence of a Grand Prix or Gold Lion in 2014, the Philippines still did not disappoint because the country earned six Bronze Lions and one Silver for Lowe Philippines' 'SM Eco Bags' campaign. TBWA\Santiago Mangada Puno’s campaign ‘Biggest Air Filter’ for Boysen Philippines was also awarded by ACT Responsible.
Photo courtesy: Cannes Lions