The agency’s KFC “Gravy Campaign” wins top plum at adobo magazine’s first event for 2016.
MANILA – It’s all gravy for KFC as its image of a sauce-drenched drumstick created by TBWA\Santiago Mangada Puno won over other campaigns, beating out runners-up “Princess Dad” and “McTollbooth”—both by Leo Burnett Group Manila for McDonald’s. Held at Privé Luxury Club last February 10, 2016, the event also served to kick off adobo Nights, the magazine’s regular pocket event often launching a new issue of adobo.
Various campaigns and activations were shortlisted for the word on creativity’s Ad of the Year, selected from its 2015 roster of features. “I can tell you that shortlisting the 12 candidates from over 30 to 40 entries, which were featured over the course of the year in our magazine, was no easy task,” said adobo’s CEO, Publisher, and Editor-in-Chief Angel Guerrero.
Tapping several ECDs to judge the finalists, which also received online support from industry members, the three top winners bested other campaigns such as: Google’s “Google Mo Lang” digital campaign by Dentsu JaymeSyfu; TV5’s “Jasmine” branded content by Ace Saatchi & Saatchi; PLDT’s “I am Everywhere” TVC by Dentsu JaymeSyfu; NUJP’s “Keep the Story Alive” OOH by BBDO Guerrero; Hana’s “Water Billboard” OOH by TBWA\Santiago Mangada Puno; Land Rover’s “The Test Drive Billboard” OOH by Campaign Palace Manila; Yamaha’s “5 Percent” Outdoor by Dentsu Philippines; Benadryl’s “Allergic Alice” digital campaign by J. Walter Thompson Manila; and Coca Cola’s “Pasarapin ang Moment Ngayong Pasko” TVC by McCann Worldgroup.
Trends issue
The event also served to launch the January-February 2016 issue of adobo, which looks ahead at the trends that will shape our industry and the future of consumers for months ahead.
Issue #61’s cover story also talks about the various trends to expect in 2016 in design, architecture, fashion, and mobile technology. Some of the industry’s sneakerheads are featured in the Trendspotting section, while profiles on creatives like Josy Paul, Gigi Lee, and Andy Sandoz may be found in different sections. A new section, the Round Table, discusses production woes from the standpoint of various industry players.
Exploring excellence, championing creativity and the enduring quality of talent, adobo will be at the forefront to chronicle “the changes in seasons as the tides of trends ebb and flow” as stated by Angel Guerrero in her editor’s note.
