THE PHILIPPINES, MARCH 2, 2012: After six years of creative work in DDB DM9 JaymeSyfu, Herbert Hernandez uproots and settles in as creative director for Y&R Philippines. Hernandez officially ended his stay at DM9 on February 28, coinciding with the second anniversary of his project “Lakihan Mo Logo Nights”, a monthly gig night for the local ad industry. He takes on the position at Y&R beginning March 12.
“I wanted a chance to work with some of the superstars I’ve always admired: Tony Granger, Marcus Rebeschini, and Badong Abesamis,” said Hernandez of his decision. He calls his move “another blank paper” and an opportunity to restart. “I’m excited for new challenges,” he adds.
Hernandez won several awards for his work at DM9, including a silver for Outdoor at the 2010 Cannes Lions Festival for Mini Cooper’s "Roller Coaster" poster; and a bronze for Outdoor at the 2011 Cannes Lions Festival plus a Gold Araw for Excellence in Idea, Strategy, and Performance in the 22nd Philippine Advertising Congress for the Department of Tourism’s “Limestone”. He also cites the Department of Health’s “SFX: The Safest Firecracker Xperience” (a CD containing sound effects of firecrackers), and the Tanduay Ice series of ads (“Bakit Masarap ang Bawal?” campaign, “Bench Spoof” billboard, and TVCs) as his personal favorites.
Prior to Hernandez’s six-year stay with DM9 JaymeSyfu, he worked as art director in JWT Manila, producing materials for clients Red Horse Beer, Ford, Knorr, Kitkat, Milo Wafer, Visine, Bactidol, Close Up, Shell, and Lipton, among others. The creative director is also well-known in the Philippine music scene as the guitarist and composer for the bands Moonstar 88 and 6CycleMind.
