SINGAPORE – Every year, the Festival of Media Asia Pacific Awards honors the region’s best in media thinking and communications. For its 2017 edition, the Philippines earned three FOMA awards, and these were all from Unilever Philippines.
Cornetto was handed gold for Best Branded Content Creation for ‘That One Summer’ from Mindshare Philippines, Vaseline earned silver for Best Use of Traditional Media for ‘Live Billboard’ from creative agency Ogilvy Philippines and media agency Mindshare Philippines, while Breeze took home bronze for Best Use of Video for ‘The Good Experiment’ from creative agency Dentsu Jayme Syfu and media agency Mindshare Philippines.
Asked why they felt these particular campaigns were rewarded with these honors, Dennis Perez, Head of Media of Unilever Philippines, states that they believe that these campaigns were awarded because they demonstrated a good mix of insight, channel and creativity.
“For Cornetto, Unilever, and Mindshare crafted a campaign rooted on an insight about discovering romance,” Perez notes of the gold-winning campaign. The FOMA only awards one gold per category, which means this campaign is truly the best in its class. “We discovered that teenagers are hooked on a digital media platform called Wattpad in finding their ideal romance stories. Through good partnership, Cornetto was able to tap Wattpad’s #1 online author and crowdsourced amongst teens to write their perfect summer romance story. The story was so successful that Viva Films transformed it into a full-length JaDine movie, which was a blockbuster success,” adds Perez.
“For Vaseline, the challenge was how to demonstrate the healing power of the brand through a very traditional medium: billboard,” Perez points out. “Ogilvy was able to conceptualize the largest product demonstration by showing the effect of Vaseline on leaves exposed during the hottest day of the year.”
“For Breeze,” Perez says, “in a very functional laundry category, Denstu Jayme Syfu saw a space in communicating an emotional message to mothers. Using the global brand positioning of ‘Dirt is Good,’ Breeze produced an engaging social-experiment video that communicates the brand values by showing kids going out their way (and getting dirty) to give help to those who need it.”
With all of these in mind, Perez is proud to represent both Unilever and the Philippines at the Festival of Media Asia Pacific Awards. “Unilever has always been pioneering in its approach to marketing,” he shares. “We do this by putting people first in unlocking the magic of channels and media. Through strong partnerships with our agencies, Unilever will continue to ensure that we use creativity and innovation to deliver business results.”