MANILA – The Creative Guild of the Philippines has named creative legend Robert Labayen as this year’s Lifetime Achievement Awardee.
“I did not expect this because I’m no longer in advertising… it’s the greatest award one can get after giving your lifetime to a career,” Labayen said after he was told he would receive the award. His selection was unanimous, according to Bryan Siy, chairman of the Creative Guild.
Previous awardees include Raul Castro, Emily Abrera, Mon Jimenez, Abby Jimenez, Minyong Ordoñez and Jimmy Santiago.
“He is a great mentor, a motivating force in the lives of his young creatives who would later become some of the most admired creative leaders in the industry,” Siy said.
Labayen joked that he was told he might get angry because it’s a lifetime achievement award. “I might say, ‘I’m getting old.’ But I said it’s better to get old and receive an award than to get old and receive nothing,” he said in a video by the Creative Guild.
Labayen spent 22 years in advertising prior to joining ABS-CBN Corporation in 2004. He wasECD/Vice President of Ace Saatchi and EVP/ECD of JWT. He is currently the Head of Creative Communications Management at ABS-CBN. Labayen was also president of the Creative Guild, where he conceived DIWA awards with Dedes Zobel to honor excellence in advertising that supports social good.
“His distinguished work built brands and became part of popular culture. They will be remembered for many years,” Siy said, citing the unforgettable ‘I love you Sabado’ Jollibee ad.
Under Labayen’s leadership, ABS-CBN won three Platinum awards in the Araw Values Awards, including the Platinum award in the advocacy institutional advertising division for the Philippine tourism music video “Piliin Mo ang Pilipinas” in 2012.
The music video was created for ABS-CBN RNG’s “ChoosePhilippines” website and was interpreted by shadow theater group and “Pilipinas Got Talent 3” grand finalist El Gamma Penumbra.
Labayen is also the man behind several memorable station IDs, such as the special version of the 2013 ABS-CBN Christmas Station ID. The Pagbangon version of “Magkasama Tayo sa Kwento ng Pasko” was produced to pay tribute to the Filipino’s unwavering spirit.
Labayen’s work is inspired by his personal advocacy to pay tribute to the Filipino. Apart from creating music videos and TV spots, Labayen is also behind ABS-CBN Pintados, a line of shirts that promote Filipino pride with bright, festive artwork that celebrates Filipino icons.
The Creative Guild will be presenting the award during the Kidlat Awards Night on May 10, at the end of Ad Summit Pilipinas in Subic Bay Convention Center, at Subic Bay Freeport.
