McCann Worldgroup Philippines won top prizes for its values-centric campaigns at the 2014 Araw Values Awards, both in the category Love of Country & Respect for National Customs & Traditions. Jollibee’s “Foreignoy” video won a Gold Araw trophy, and Philippine Airlines’ “Bisita sa Bayani” video won a Silver Araw trophy.
Jollibee’s “Foreignoy” video, launched in time for the Philippine Independence Day, offered a fresh take on stoking national pride by relaying the stories of four foreigners who have embraced being Filipino and have proudly called the Philippines their home. The viral video rekindled “Pinoy Pride” and encouraged Filipinos to share their own thoughts on why it was good to be a Filipino.
Philippine Airlines’ “Bisita sa Bayani” video was a tribute to the OFW, dubbed as the modern Filipino hero. The video, launched in time for the National Heroes’ Day, featured an OFW family reuniting in Singapore. The video also won a bronze under the Reverence for Family Unit or Marriage or Responsible Parenthood category.
The agency also won metals for the DSWD/Inter-country Adoption Board’s “I Love You Anak” campaign (Silver, Reverence or Family Unit or Marriage or Responsible Parenthood), Jollibee’s “The Jollitown Kids’ Show” (Silver, Concern for & Preservation of the Environment), and Coca-Cola’s “Rebuild” (Bronze, Love of Country & Respect for National Customs & Traditions).
Raul Castro, Chairman & CEO of McCann Worldgroup Philippines says, “Our work for Jollibee and Philippine Airlines, two of the country’s most iconic local brands, as well as for the DSWD/Inter-Country Adoption Board, and Coca-Cola were among our most important works this year. The Araw Values Awards inspire us that for as long as we remain committed to creating work that is founded on truth, we can—in our little ways—contribute to Filipino pride and optimism.”
The Araw Values Awards is a biennial awards program, organized by the Advertising Foundation of the Philippines, which recognizes outstanding campaigns that promote positive Filipino values.