Raining Metals, Roaring Proud at Cannes Lions 2012
The Philippines has made a mark in many prestigious international events in the last few decades. In the integrated communications practice, the Cannes Lions International Festival of Creativity is one of those events. The Philippines is a creative lot. In less than ten years, the country’s Creatives hold their heads high in Cannes Lions.
Held in the glitzy, glittery South of France, droves of the world’s best Creatives pit their precious publicities in the hopes of a stamp of approval, the Philippines included. Having a trophy from the Cannes Lions International Festival of Creativity is a trademark of recognition from a global community of a host of renowned names of the trade.
In Cannes Lions, Filipinos have taken part as jury heads and members, including the likes of Emily Abrera of McCann, David Guerrero of BBDO Guerero, Melvin Mangada of TBWA/Santiago Mangada Puno, Leigh Reyes of Lowe Inc., and Raoul Panes of Leo Burnett Manila. As well, creative works have reaped a bounty of trophies. This year, Pinoy Pride waved triumphantly as the coveted Cannes Lions Grand Prix finally landed on local soil.
PANA member Smart Communications/Smart Public Affairs brought home honors for ‘Textbks’ under the Mobile category. Agency DM9 JaymeSyfu used technology to put textbook materials and lessons on used SIMs students from public schools—that could not afford textbooks—could access schoolwork through analog mobile phones. The project showed a marked increase in students’ scholastic aptitude, making the project very sustainable. Its simplicity is ingenious, and the Cannes Lions jury gave the work the country’s first-ever Grand Prix.
According to Alex Syfu, Chief Adviser and Chief Relations Officer of DM9 JaymeSyfu, “The DM9 win is for the country. Add to this the outstanding showing of the other Philippine agencies. This is the country’s best showing in the 60 years of Cannes Lions.”
From agency JWT Manila, Energizer/Schick Exacta 2 bagged Gold under Outdoor for its ‘Razor’ billboard series featuring a crafty use of iconic faces. Another Gold-bagger is PLDT/MyDSL for ‘Screen-Age Love Story’ under Branded Content & Entertainment. This same work from Ace Saatchi & Saatchi also pocketed Silver under Media.
Rounding off the haul of metals, the intricately designed ‘Koi Fish Feed Invite’ from Ayala Land/Nuvali brought home Bronze for the creation of TBWA/Santiago Mangada Puno.