Manila, Philippines, 9 December 2021 – The most creative and effective brand campaigns in the country took center stage at this year’s PANAta Awards. The 2021 awards night, held virtually on December 8, reflected this year’s theme of Hilaraya to encourage brand builders and the entire industry to move forward together with courage toward new realities.
McDonald’s Philippines’ campaign titled McClassroom was a runaway winner, bringing home gold citations for Brand Bravery, Brand Excellence CSR, Excellence in Brand Positioning, Marketing Innovation, Gawad Pandayon Authenticity and the much-coveted Grand PANAta award.
The campaign portrayed the transformation of McDonald’s party areas into a work-friendly McClassroom from October 9 to 23, 2020 for teachers to use for free as they shifted to distance learning. Done in a matter-of-fact approach with a true-to-life portrayal of the challenges that the educators faced made the campaign natural and poignant, truly deserving of a Grand PANAta Award.
Three (3) other special awards were given that night. The Best in Brand Positioning was won by Nestle for Milo energy drink campaign titled Total Milo Home Court. Jury for this award was composed of the World Federation of Advertising (WFA) members who used a criteria set that reflect the standards of the organization members.Another one was the Brand Builder of the Year which was awarded to Mariel Chavez of P&G for her campaign Downy Bye Bye Bahayrus and Downy x BTS. The last special award was PANAta together with Meta, Connecting for Good Award, won by Sun Life Philippines for their campaign Real World, Real Talk Series: Your Guide to Adulting. This award was given to the brand who maximised the use of Facebook for the betterment of the community.
The prestigious one-and-a-half-hour show was streamed over PANA’s Facebook page, YouTube channel and media partners’ social pages. Hosted by GMA broadcaster Pia Arcangel with special performances from Viva Talents, GMA and Wilbros Entertainment, the show lauded the hard work of brand builders in this time of crisis as well as collaboration with the advertising and media agencies.
The other winners at the PANAta Awards 2021 are as follows:
“On behalf of PANA, we congratulate all the winners of the PANAta Awards 2021. Kudos to all brand builders who submitted amazing campaigns, making this year’s awards challenging for our jurors,” shares Marvin Tiu-Lim, PANA president and PANAta Awards 2021 chairman.
To watch the PANAta Awards 2021, visit PANA’s Facebook page or PANA Official’s YouTube Channel and relive the exciting moments of this year’s awards night.
About PANA (Philippine Association of National Advertisers)
PANA is one of the pioneer and distinguished organizations in the country comprising close to 300 members from various multinational and local companies engaged in advertising and brand building.
In the 63 years that it has been in existence, PANA continues to provide leadership, guidance and support in the promotion of effective, truthful and responsible marketing communications in the Philippines. To date, it has remained true to its mandate of championing self-regulation, protecting consumer interests and advancing the practice of brand building to global standards.
Manila, Philippines.– The Philippine Association of National Advertisers (PANA) announces the final list of honorable jurors for the PANAta Awards 2021: Hilaraya.
Marketing experts from various industries make up the PANAta Awards 2021 roster, with Arthur Pena, Group Director for Media – Proctor & Gamble, leading the panel. The panel consists of Menlou Bibonia (San Miguel Corp.), Mick Atienza (Smart Communications), Riza Sacay (Pascual Consumer Health), Mike Villa-real (Phil. Veterans Bank), Elbert de Guzman (STI), Aileen Magdaluyo (URC), Marc San Juan (Julie’s Bakeshop), Gino Borromeo (SM Supermalls) and Mike Tandas (Vouno Trade and Marketing). Robbie Aligada (ASC), Liam Capati (Facebook), Tina Reyes (PSRC), David Guerrero (BBDO), Jos Ortega (Havas Ortega), Jeff Saez (Nuworks), Alvin Carranza (DOOH), Herman Basbaño (Bombo Radyo), Amrei Dizon (Vitalstrats Creative Solutions), Donna Abrina (Ateneo de Davao University) and Tessa Albaña (UP Visayas) also join the roster.
“As we are still reeling from the effects of the pandemic and laying the path for recovery, we, the PANAta Awards 2021 jurors, continued to look for the most ‘appropriately creative’ and effective communication campaign. This year’s theme, Hilaraya which signifies moving forward together with courage toward new realities — is a recurring message we have observed in most entries. The brand campaigns reflect a higher purpose such as giving Filipinos hope for a brighter future amid crisis,” shares Arthur Pena. Just for this, I laud brands who have unceasingly pivoted and rallied to uplift Filipino lives!
“We at PANA are honored and humbled to have this distinguished panel of jurors join us this year. The jurors will definitely have a challenging time reviewing the many exciting and creative campaigns. We are looking forward to seeing which campaign gets to snatch this year’s Grand PANAta Award,” said Mavin Tiu, PANA president and PANAta Awards 2021 chairman.
The PANAta Awards 2021 will go live on December 8, 2021 via PANA Facebook live and PANA Youtube channel and other live stream partner associations. To find out more about the event, visit https://pana.com.ph/
About Philippine Association of National Advertisers
PANA is the pioneer and distinguished organization in the country comprising close to 300 members from various multinational and local companies that are engaged in advertising and brand building.
In the 63 years that it has been in existence, PANA continues to provide leadership, guidance and support in the promotion of effective, truthful and responsible marketing communications in the Philippines. To date, it has remained true to its mandate of championing self-regulation, protecting consumer interests and advancing the practice of brand building to worldwide standards.
This press release is distributed by Ardent Communications, Inc. on behalf of PANA.
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PANAta Awards 2021 Shortlist Revealed!
PANAta Awards 2021 announces with honor and pride the list of campaigns that have made it to the shortlist showcasing the industry’s best brand campaigns ran in 2020 which have exhibited excellence in strategy, execution and effectiveness. These communication materials will now face a jury that includes industry luminaries from advertisers, advertising agencies, media and academe to decide the winners. In view of the continuing pandemic, the GAWAD PANDAYON will be conferred again to celebrate brands that have shown courage, authenticity and creative effectiveness.
Here are the campaigns that made the cut . Click link: PANAta_2021_SHORTLIST