August 13, 2013

Young at just three years, the adobo design awards 2012 already looks like an industry veteran. And why not? Created by local publication adobo magazine, the competition has the support of Philippine advertising’s best creatives on jury duty, so to speak.

On April 20, four works from PANA members companies won big at the adobo design awards. Unilever’s Olay “Reverse Ageing” won Best Design for Poster Category, while Kraft Philippines’ “Tiger Biscuit Energy Playground” won Best Design for 3-D Product. Procter & Gamble’s Ariel Detergent Powder “Fashion Laundry” got the nod for Environmental Design (Temporary Retail Space) Category, and Energizer Philippines’ “Manikako, Gift of Life” got the win for Music Video.

Melvin Mangada, Managing Partner and Chief Creative Officer of TBWA/Santiago Mangada Puno created “Manikako, Gift of Life”. Mangada is an active supporter of PANA Brand Camp.

New York-based Brian Tenorio of Designers for Development Network led this year’s judges. Joining him were designer Robert Alejandro, Team Manila President Jowee Alviar, freelance graphic designer AJ Dimarucot, BBDO Guerrero Chairman and Chief Creative Officer David Guerrero, DM9 JaymeSyfu Chief Creative Officer Merlee Jayme, Twisted Fork designer and illustrator Dan Matutina, designer Yodel Pe, Ace Saatchi & Saatchi Executive Creative Director Andrew Petch, Team Manila Managing Director Mon Punzalan, JWT Manila Associate Creative Director Apol Sta. Maria, and TBWA/Santiago Mangada Puno Creative Director Manuel Villafania.

Judges based ratings on Creativity=40%, Originality=20%, Execution=20% and Relevance/Consumer Engagement=20%, following high standards of international competitions.

Aside from scoring a few wins, PANA members supported the industry event with Ayala Museum providing the venue, and The Primer Group of Companies, engaged in retail and distribution of top global consumer brands, as major sponsor. Its Bratpack brand awarded special trophies, namely Bratpack Theme Category for professional and student, and Bratpack Choice Award.

In this 3rd rendition of the adobo design awards, entries from practitioners of allied fields, as well as from freelancers and students emphasized how fast, and wide, the competition has grown since its launch in 2007.


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