Gabriela ad campaign wins bronze at Cannes
Philippine Daily Inquirer
First Posted 02:34:00 06/20/2008
Filed Under: Awards and Prizes, Advertising, Women, Media
CANNES, FRANCE—DM9 JaymeSyfu, a Manila ad agency affiliated with the DDB network of communications companies, was awarded on Tuesday the Bronze Media Lion at the Cannes International Advertising Festival.
The first Cannes Media Lion won by a Philippine ad agency at the weeklong festival was for DM9 JaymeSyfu’s “Duct Tape” campaign for Gabriela Philippines, a women’s group opposing women abuse.
To dramatize the maltreatment of women, the campaign used duct tape to hold up posters of women which made it appear that the women in the posters were either gagged or blindfolded. The ad calls on abused women to speak up.
The “Duct Tape” campaign was one of the 2,000 entries from 76 countries in the media competition presided over by Dominic Proctor, worldwide CEO of MindShare. Ten of the entries in the category came from various advertising and media agencies in the Philippines.
“A first for our country . . . This is certainly something that our agency has been dreaming of,” said Merlee Jayme, chief creative officer of DM9 JaymeSyfu, which was set up less than three years ago.
“It’s a very Pinoy campaign. It’s a victory, not just for us and our client Gabriela, but for all Pinoys who are working to eradicate spousal abuse,” said Alex Syfu, managing director of the ad agency that also services clients like Smart Communications Inc., Schering-Plough, Department of Tourism, Max’s, Discovery Suites and Greenfield Development.
The Cannes Media Lions, one of 11 categories at the festival, recognizes media efforts that generate access to consumers in ways that are innovative, engaging, encompassing and effective. The festival ends on June 21, with the TV/Film Lions, Titanium and Integrated Campaign Lions awards.
A total of 12 entries from Philippine ad agencies made it to shortlists in various categories in the ad festival attended by over 10,000 delegates from all over the world.
Four entries of DM9 JaymeSyfu made it to shortlists—two for its Vandol “Siren” and Pro Life “Regret” radio commercials; one in media for the Gabriella “Duct Tape” campaign; and another in outdoor ad for the Tinactin “Fish” poster.
BBDO Guerrero, which has several Cannes Lions under its belt in previous years, also had four entries—all for their client NU 107 radio station—in the shortlists for radio and print.
Also making it to shortlists in the print and outdoor ad categories were two entries for the DHL “Lost” campaign of Ogilvy & Mather, a bronze winner last year.
JWT, last year’s first Cannes Gold Lion winner for radio, again landed in the shortlist for the Shell “Are We There Yet” radio commercial.
Campaigns & Grey had an entry—the Pantene Shampoo “Hold” outdoor ad—that made it to the shortlist.
Philippine ad agencies are facing stiff competition from their counterparts in Asia like Singapore, Malaysia, India, Japan, China and Vietnam.
“The competition is tough and the benchmark in Cannes is very high,” said Leigh Reyes, executive creative director of Y&R Philippines and member of the Cannes Lions jury at this year’s radio competition.
A record 26,000 entries from 85 countries are competing for the coveted Lions at the festival, which is being held at the red-carpeted Palais des Festivals.
The Philippine Daily Inquirer (parent company of INQUIRER.net), the country’s official representative at the Cannes ad festival, is represented by Felipe Olarte, vice president for advertising, and Rene Reinoso, senior vice president for sales and marketing. The Inquirer is giving its full support to Philippine ad agencies at Cannes. Angel Guerrero
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