December 15, 2022

The most effective Filipino brand campaigns recognized at the

PANAtaAwards 2022

Brands who have truly championed the PANA’s sublime value of responsible brand building in an effective and creative way emerged victorious in #PANAtaAwards2022 recognition night.

McDonald’s Philippines’ campaign “Classroom” once again bagged the  most coveted Grand PANAta Brand of the Year Award, dominating the category as the most game-changing and  innovative brand building effort that showed outstanding results, twice in a row.  This campaign was also cited as the most effective for Corporate Sustainability and Social Responsibility (CSSR) while its “Ride Thru Light Show” campaign also won gold for Customer Experience. A bronze medal for Brand Effectiveness through Business Growth – Large Enterprise was given for its campaign “M Safe : AHEAD”

This year’s two (2) other gold medalists include Unilever’s “Knorr Their Future” for the most effective use of marketing communication channels- single medium and Avon Philippines’ “#ComeAsYouArewithFirstGender-FreeUnderwear” for product innovation.

Silver medalists include Save the Children Philippines’ “QR for Hunger” for effectiveness in CSSR, Pepsico for “Pepsi Blackpink” for effectiveness through customer experience and Unilever Philippines’ “Knorr’s Nutri-Delicious Purpose” for effective use of Integrated marketing communication channels.

Bronze awardees are Ayala Land, Inc.’s “Alagang Ayala Land Social Enterprises digital marketing campaign” for effectiveness in CSSR, Sting Philippines/Pepsico’s “Sting – Energy Sarap na Humahataw” for effectiveness in creative content innovation and from the same company “Pepsi Blockbuster” for effectiveness through product shoot innovation.

Way ahead of the awards night, PANA followers have also voted for the People’s Choice which was won by Nutri-Asia’s “Silver Swan DoblengDishkarte”.

Innovative Execution through Mobile Award was won by Universal Robina Corporation’s   ​”Piattos Fun Way Gamification”.

Michael Sena, Raymond Hernandez and Richard Villaseran of PJ Lhuillier, Inc. comprise the Brand Team of the Year. This is the first time that PANAta Awards has given recognition to the brand team who has been commended by their industry partners i.e. media, suppliers and agency for their strategic partnership with clarity and consistency in vision and leadership.

Congratulations to all the #PANAtaAwards2022 winners for truly creating a fine representation of the Filipino brand builder. To prove effectiveness requires a business acumen with ears constantly on the ground. It takes an acute marketing sense to build on a human truth that can change behavior. Each of this year’s winners has not only done so successfully but their impact will be felt for years to come.

The prestigious event was streamed via PANA FB page and official YouTube channel.  Hosted by Cignal TV’s news anchor Julius Babao, with special performances from Kapuso star Ruru Madrid and next gen P-pop star Ver5us, it brought together the marketing and brand building industry as it progresses to new beginnings.

#PANAtaAwards2022 was made possible through the generous support  of its event & media agency partner, PraXis and creative agency partner Vitalstrats Creative Solution.

Special mention also goes to its media partners – Cignal TV5, GMA7, Monster RX, Manila Broadcasting Company, Wish FM, Win Radio, Meta and the Inquirer Group of Companies; its online magazine partner Adobo Magazine and chatbot partner Megamobile. The professional management of P&A Grant Thornton as the auditing firm and Ryan Alvin Torrejos, the psychometrician,  provided an objective and unbiased perspective on the evaluation and measure of the results.

The World Federation of Advertisers and the Ad Standards Council, 2 industry icons, have been consistent in encouraging a healthy and progressive competition to bring out the best in advertising practice and quality. For this, #PANAtaAwards is also very grateful.

PANATA Awards 2023 will be held in the 2nd quarter, earlier than this year’s competition and so we are giving a shout out to brands to be ready once again with their entries.


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