Philippines wins silver, bronze medals in Cannes Lions 2012

CANNES - A Philippine advertising agency has won two awards during the first three days of competitions in the 59th Cannes Lions International Festival of Creativity here, raising recognition of Filipino creativity to the global level.

BBDO Guerrero|Proximity Philippines' "Bottle Light" campaign for Pepsi won the bronze medal in the promo and activation and media categories, and the silver medal in the direct category.

The Philippines is competing against 86 other countries in Cannes Lions 2012, to which the world's leading advertising agencies have submitted 34,000 entries in 15 categories.

This year's Lions have drawn 10,000 delegates from all over the world.

BBDO Guerrero|Proximity Philippines created the Bottle Light campaign for Pepsico Philippines and MyShelter Foundation.

The agency and Pepsico Philippines celebrated the honors.

"On behalf of MyShelter's Liter of Light and Pepsi, we are very proud to see Filipino ingenuity recognized at the highest level," said David Guerrero, BBDO Guerrero|Proximity Philippines' chief creative officer.

"We will continue to support the Liter of Light program as part of our aim to deliver performance with purpose," said Steve Romasanta, Pepsico marketing director. "We are honored that our efforts in partnership with BBDO Guerrero to support MyShelter Foundation has been recognized on such a global level."

"Most of the juries love it," said DDB Group Singapore's executive creative director Thomas Yang, a juror in the direct category.

"It changed the behavior of the society, especially the whole country. This is the simplest implementation. Pepsi being commercialized in the whole campaign to publicize the innovation, I think that's fantastic."

Short-listed entries

The Philippines has 11 short-listed entries across press, media, outdoor, and radio categories from Ace Saatchi & Saatchi, BBDO Guerrero, DM9 JaymeSyfu, Lowe Philippines, and Ogilvy & Mather Philippines.

Out of 281 entries, Ace Saatchi & Saatchi's "Tiger Energy Playground" and BBDO Guerrero's "Bottle Lights" received short-list status in the media category.

The same entries are also competing in the outdoor category, where the shortlist includes DM9 JaymeSyfu's "Volcano" for the Department of Tourism and Smart Communications.

Ogilvy & Mather Philippines' entries titled "Dave," "Marc," and "Joseph" for Vaseline Men took three short-listed spots for the Philippines in the Press Lions category while DM9 JaymeSyfu took two spots for its entries "Mouse Deer" and "Dugong," both for Bantay Kalikasan (ABS-CBN Foundation).

The press category has a total of 501 shortlisted entries.

Lowe Philippines' "Lorem Ipsum" is the sole Philippine entry in the Radio category, where there are 185 entries.

The Philippines failed to gather short-list spots in the PR, creative effectiveness, mobile, cyber, and design categories.

The competitions run until Saturday. Results have yet to be announced in the film, titanium and integrated, film craft, branded content and entertainment, and grand prix for good categories.

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