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‘It’s more fun in the Philippines’ wins Warc strategy prize

‘It’s More Fun in The Philippines’ by BBDO Guerrero for the Philippines Department of Tourism has been named the best example of strategic thinking in Asia.

The campaign, which helped drive visitor numbers to a record high, won the Warc Prize for Strategy.

Five special prizes went to:

‘SMART TXTBKS’, an initiative to load school textbooks onto phone SIM cards, from DDB DM9 JaymeSyfu in the Philippines, won the Market Pioneer award for the best paper targeting an underserved market segment. (Authors: Diday Alcudia and Asterio Gutierrez)

The Chinese reworking of Nike’s ‘Greatness’ campaign, by Wieden & Kennedy, Mindshare, Razorfish and AKQA, won the Cultural Connection award. (Author: Rodion Yudasin)

‘The Tagging Drive’, a Facebook campaign by Ogilvy & Mather for Indian not-for-profit Once Again, won the Channel Insight award. (Authors: Manasi Trivedi, R S Siju and Venkataraghavan Srinivasan)

‘All Weather AC’, a campaign by Ogilvy and Mather to revive Indian air-conditioning brand Voltas, won the Local Hero award for Asian challenger brands. (Author: Neha Chopra)

‘THPF Smoking Kid’, a digital anti-smoking campaign from Ogilvy & Mather in Thailand, won the Asia First award for insight or innovation that the rest of the world can learn from. (Authors: Sutatip Chadavadh and Kusuma Kusoltawee)

The winners came from six different markets – eight from India, four from China, three from the Philippines, and one each from Singapore, Thailand and Malaysia.

The winners list in full:

Gold

It’s More Fun In The Philippines
(BBDO Guerrero / The Philippines Department of Tourism / Regional)
Also winner of the Grand Prix

THPF Smoking Kid: A Personal Message to the Smokers
(Ogilvy & Mather Thailand / Thai Health Promotion Foundation / Thailand)
Also winner of the Asia First Special Award

Voltas All Weather AC – how a pure play Indian brand turned a giant killer
(Ogilvy & Mather / Tata / India)

Also winner of the Local Hero Special Award

Milo Cans: Twisted Football
(Ogilvy & Mather Kuala Lumpur / Nestlé / Malaysia)

Gillette: Shave Sexy
(BBDO China, @PR / Procter & Gamble / China)

Silver

Nike China: Greatness Campaign
(Wieden+Kennedy, Mindshare, AKQA, Razorfish / Nike / China)
Also winner of the Cultural Connection Special Award

Once Again: The Tagging Drive
(Ogilvy & Mather Bangalore / Once Again / India)
Also winner of the Channel Insight Special Award

SMART TXTBKS
(DDB DM9 JaymeSyfu / Smart Communications / Philippines)
Also winner of the Market Pioneer Special Award

Baileys: Cream With Spirit
(BBH Shanghai / Diageo / China)

Corona: Let the World Wait
(TBWA\ Singapore, Digital Arts Network (DAN), INTO-DIGITAL OY, Wicked Digital Media / Grupo Modelo / Regional)

Lifebuoy: Help A Child Reach 5(Lowe Lintas & Partners, PHD / Unilever / India, Indonesia)

Realtime Olympics
(NIM Digital / McDonald’s / China)

Taking On A Religion Called Cricket
(JWT India / PepsiCo / India)

Women For Women
(McCann WorldGroup / Stayfree / India)

Bronze

Ariel Shirt Flag: How a detergent not only lifted stains, but the spirit of an entire nation
(Ace Saatchi & Saatchi Advertising / Procter & Gamble / Philippines)

Mediker Anti-Lice Treatment: The Journey from Lice Negative to Life Positive in Rural India
(BBH Communications India, Madison Media Group, Radiowani, Perfect

Relations, School / Marico / India)
Mission Kerala: Times Of India’s Final Frontier
(JWT India / Bennett Coleman / India)

Vat Man
(BBH Communications India / Diageo / India)

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