MANILA, PHILIPPINES — Learning history is crucial for building a better future. Students can watch documentaries and films, and read books and articles, but what if there is a more immersive and personalized approach to learning history through advanced technology?
With the power of generative AI, you can now learn from the heroes and speak as though they were still here. Gen AI and its capabilities can take on the perspective of well-known people, such as historical figures, and simulate what it would be like to talk to them.
This National Heroes’ Day, National Language Month, or for any schoolwork or research, consider using Google‘s Gemini to delve deeper into Philippine history. Interacting with historical figures through AI-powered conversations can bring lessons to life, providing learners with insights from the heroes themselves.
It’s simple: you can ask Gemini to speak and reply as though they were a historical figure such as Jose Rizal, Andres Bonifacio, Gabriela Silang, and more. You can ask them about their lives, the events they’ve lived through, and what things were like when they were alive, and they’ll respond based on available historical data and accounts. You could even get their opinion on what things are like now, based on their public beliefs and ideals. (Try out prompts like “Can you answer like you were Jose Rizal?” and “Why did you fight for the Philippines?”)
Of course, this exercise is fun, but it’s also good to remember that there are some limitations. Gemini is only “speaking” based on available information in the world, and if you’re asking them for school or other research work, it’s always best to double-check any facts you’ve gotten on Google Search.
Still, it’s a great way to learn more about history and important people, as well as what Gemini is capable of. Try it out now by heading over to Gemini at https://gemini.google.com/app.
UPDATE: The agency responsible for the “Gil Tulog” campaign issued a public apology via their Facebook account on July 30, 2024 at 9:08 a.m. The article below appears as it was originally published on July 29, 2024.
MANILA, PHILIPPINES — A recent marketing stunt for a local melatonin product made the headlines last week for all the wrong reasons. Gil Puyat, a main thoroughfare in Makati City’s bustling business district, had its name changed to “Gil Tulog” in several street signs around the city, a cheeky nod to the product’s brand promise. This prompted a call-out from the family of former senator Gil Puyat himself, who believed it was disrespectful to his legacy.
This isn’t simply a case of an ad offending a family, however. The greater issue here is that street signs serve a public utility, and to change one’s label for the sake of stunt marketing not only creates confusion for motorists, commuters, and pedestrians, but it also indicates an overreach of advertising itself. It was an unethical idea, full stop; that it made it to execution implies that the public good of any structure can be overridden for commerce.
The incident immediately sparked speculation on who was ultimately responsible for the “Gil Tulog” stunt, and who should therefore be held accountable. Some arguments call for command responsibility on the client themselves for pushing through with the ad. It’s true that clients have the final say in every decision — no ad goes out without their approval, after all.
But approving an ad is never a unilateral process; agencies conceptualize the ad, pitch it, convince the client that it’s a good idea, and then execute it. A controversial ad sees the light of day because of the client and the agency working in concert. An approved concept is the product of both sides coming to an agreement, making the agency just as accountable as the client.
At the same time, there’s also the issue of the Ad Standards Council (ASC), a self-policing body within the advertising industry that aims to ensure all ads are done legally, ethically, and within Filipino society’s moral boundaries. Something like “Gil Tulog” must have undergone an approval process with the ASC before going public, unless someone was either asleep at the wheel, convinced to look the other way, or — as in this particular case — there was a loophole that clears the ASC of any accountability. In a statement dated July 27, 2024, the regulatory body said that the ad was not cleared with them as street signs without a brand name do not fall within their jurisdiction.
But what about the LGU under whose jurisdiction the Gil Puyat street signs fall? Stunts like these can’t be done without the proper permits from the city. By all accounts, the ad was, in fact, approved, putting some of the accountability on Makati City as well.
The fact of the matter is that all parties in this case are responsible for the incident. “Gil Tulog” could not have happened without an agency to come up with the idea, convince the client to go with it, and execute it. It couldn’t have happened without a client approving said concept and execution. It wouldn’t have made it out to the public if regulatory bodies in both the ASC and LGU had blocked it.
The City of Makati, through Mayor Abi Binay, has already held themselves accountable for their part. In her public apology, the mayor stated that she’d have outright rejected the ad if brought to her for approval, and that the officials responsible for issuing the permits have been reprimanded. She had also ordered the ad to be taken down.
The ASC has clarified in their own statement that the case was out of their hands, but has also assured the public that they are in contact with organizations the agency is affiliated with in order to discuss their next course of action.
The client has also issued a public apology, admitting that the campaign was a “misstep”, and has committed to practicing better sensitivity in their future efforts.
As of this writing, the only party not to have issued a statement is the agency itself. This is troubling, as matters of accountability are only ever fully accepted by the public these days if all responsible parties make their statements. An incident like this invites scrutiny at every level, and the longer one party remains silent, the greater the public scrutiny for all.
This isn’t the kind of scrutiny the advertising industry wants to invite, either. There is a serious risk of overcorrection when it comes to matters of public concern; remember when hammers were banned from malls simply because a gang had used them for a robbery? Or when a convoluted, sexist ban on riding in tandem on motorcycles was enacted as a response to crimes committed in said fashion?
Outrage the public enough, and there could be similar overcorrections impacting the ad industry — and perhaps any public display of creativity — in the future. And that’s something no one wants.
This is a developing story, and will be updated as more facts come forward.
MANILA, PHILIPPINES — In celebration of Pride Month, the Philippine Information Agency, together with partner brands and organizations, rolled out the Rainbow Care Caravan: Ang Araw na Itech ay Para Sayis in Intramuros Manila last June 20. Through the event, the primary beneficiary communities of Golden Gays and Golden Beks, and the public, were able to access government services and partake in the festivities such as performances, free merchandise, and bazaar.
Among the services offered were legal consultation, police clearance application, HIV testing, medical and dental check-ups — addressing the challenge for healthcare and inclusion especially for members of the LGBTQIA+ community. While there are efforts from local government units (LGUs) and insurance brands to enable same-sex couples to make medical decisions on behalf of their partners, elderly in the community are still faced with scarce resources and declining societal involvement.
From the private sector, Globe, Lalamove Philippines, and Yamang Bukid supported the event with activations and assistance in logistics. Lalamove Philippines also supplied 20 wheelchairs to raffle off to the beneficiary organizations: Golden Bekis, an organization for gay men above 55 and Golden Gays, a non-profit organization providing care and support for LGBTQIA+ individuals. Furthering its aim to empower the community, the company also sponsored PHP 60,000 worth of the organizations’ merchandise given to Butterboy and Sebastian’s Ice Cream for their Pride Month promos and event.
“Malaking pasasalamat sa tulong at tiwala na binigay ng partners, tulad ng Lalamove sa selebrasyon ng Pride Month. Proud din kami na ma-share ang Golden Bekis merchandise sa iba ring LGBT-owned businesses. Sana magkaroon pa ng mas malaki ang mas impactful na partnership na makakatulong para sa kabuuan ng ating komunidad,” said Kyle Mendrez, a representative from the Golden Bekis. (We are grateful for the support and trust of our partners such as Lalamove. We are proud to share Golden Bekis merchandise to LGBT-owned businesses and we hope for a bigger and more impactful partnership that can benefit our entire community.)
Calling for its expedition, Transman actor and musician Ice Seguerra said, “Habang isinusulong pa rin ‘to, sana tayo mismo, kaya nating magkapwa-tao, kaya nating maging mabait sa bawat isa.” (While we are pushing for the [SOGIE Bill], I hope we can treat each other with humanity. I hope we can be kind by ourselves.)
He further encouraged decency as a basic human right needless of a special law, posing the question “Kailangan ba natin ng batas para i-respeto ‘yung mga kagaya naming iba sa inyo?” (Do we need a law in order to respect those who are different?)
Intramuros Administrator Atty. Joan Padilla said, “We believe in inclusivity and equal rights for all. It’s evident that everyone deserves equal opportunities and respect regardless of sexual orientation or gender identity.”
“I hope it doesn’t stop at Pride month kasi sana sa araw-araw ng buong taon, maramdaman nating lahat that we are safe.” (I hope it doesn’t stop at Pride month because we should feel safe every day for the rest of the year.)
MANILA, PHILIPPINES — Online shopping has established itself among Filipino consumers, with NielsenIQ revealing that 67% of those who turned to ecommerce during the pandemic plan to keep shopping online. For small and medium businesses (SMBs), the key to unlocking business growth could be in enhancing SMB digital marketing strategies.
As we move further into 2024, digital marketing trends have changed to match new consumer behaviors and tech advancements. This shift is a great chance for SMBs to adjust and succeed. In this article, we explore the trends shaping the digital marketing playbook for SMBs this year.
5 Digital marketing trends for SMBs this 2024
1. Influencer marketing will continue to rise
In 2021, social media platforms in the Philippines saw an increase in the number of influencers led by Facebook (67.06%), Instagram (37.42%), and YouTube (35.96%). TikTok has become a significant player locally, with flourishing content creators driving its rise from sixth to the third most-used social media platform from 2020 to 2021.
Arthur Fernandez, Chief Growth Officer of JCurve Solutions
Arthur Fernandez, Chief Growth Officer of JCurve Solutions, shared that influencer marketing is very popular because of content creators’ ability to attract people and impact their followers’ purchase decisions. “By collaborating with the right influencer or content creator, you can technically target specific demographics based on their content,” Fernandez said.
In 2024, influencer marketing will be vital for SMB online marketing. Many consumers trust influencers for product insights, making influencer campaigns valuable. Notably, the preference for micro-influencers (those with 10,000 to 100,000 followers) underscores a shift towards authenticity and relatability, offering businesses a cost-effective yet impactful way to boost their brand visibility.
2. Video marketing has become more potent than ever before
Content creators on YouTube have dominated during the “COVID era,” with their reaction videos, explainers, and compilations of every topic. According to Hubspot, explainer videos, for instance, have been watched by as much as 94% of the video-consuming public, with 84% influenced to make a purchase. TikTok has taken the world over in recent years, so other social media platforms, notably Instagram, have enhanced their apps to include better live streaming control and features like Reels.
With the rise of home-based small businesses across the globe, more SMBs are using video to influence their audience. “When it comes to (video) marketing trends, brands and businesses should always consider data and analytics,” Fernandez noted. “There’s a lot of data available internally and externally through different marketing platforms. What’s important is to identify how or what data should guide your campaign and monitor it correctly.”
Given the state of digital marketing in the Philippines, video marketing proves more powerful than ever as small businesses embrace visual storytelling. The surge in short-form video content stands out, meeting the short attention spans of modern consumers. This SMB digital marketing trend highlights the need for easily shareable content, ideal for small businesses engaging with Gen Z and Millennial audiences.
3. Google Search will have a significant impact on your conversions
According to ecommerce agency Transaction, 81% of shoppers research products online before purchasing. However, Fernandez noted that local SMBs often overlook providing vital information online. “Whether through their social media pages or Google Business Profile listing, they should provide contact details, opening hours, and other relevant information online. People now start their research through search engines or social platforms. If you don’t have the right or basic information in the first place, you won’t even get considered.”
Online marketing for SMBs should consider exploring Featured Snippets by Google, as per Fernandez. “Notice how when you type in a query on Google, it shows different types of results now? You get maps, you get a list of questions that drops down to show answers, and sometimes it even highlights parts of the text that answers your query at the top. It is called featured snippets, which Google designs to assist the user in finding the answer they are looking for quickly. While businesses can’t dictate to be part of the featured snippets, there are optimization techniques to influence it.”
Another digital marketing trend this 2024involves optimizing for voice search, essential for small businesses looking to boost their online visibility and conversions. According to studies, 31% of mobile users now use voice search at least once a week. The increasing popularity of virtual assistants such as Siri and Alexa highlights a shift in how businesses should approach their digital content.
By using conversational keywords and phrases that mirror natural speech, small businesses can ensure they are discovered by users utilizing voice search. This SMB digital marketing strategy is key to meeting the changing search habits of consumers and tapping into new audiences, making voice search optimization a vital part of digital marketing for small businesses in 2024.
4. Enhanced ecommerce sites will engage more potential customers
Ecommerce sites are continuing to use new technologies such as augmented reality to feature their products. For example, an online store selling sunglasses can show how products look on you. The user uploads their photo onto the site and chooses sunglasses to “try on” virtually.
In 2024, ecommerce platforms providing enhanced and highly personalized experiences are attracting a larger customer base. With over 70% of consumers desiring personalized shopping encounters, businesses are turning to data analytics and AI tools such as chatbots for tailored interactions.
Chatbots, in particular, are becoming a staple in digital marketing strategies, automating conversations and providing immediate, personalized service to customers. This trend meets consumer expectations for customized shopping experiences, establishing personalized engagement as a crucial factor for ecommerce success in 2024.
5. Artificial intelligence will continue to make SMB online marketing more efficient
With artificial intelligence (AI) and machine learning, small businesses are streamlining operations, personalizing customer experiences, and enhancing engagement like never before. The global AI marketing market is projected to reach $40.09 billion by 2025, highlighting the expanding role of AI in transforming marketing and customer engagement strategies.
While some consumers prefer human interaction, AI technologies, like chatbots, meet the demand for real-time engagement, especially in customer service. These tools provide personalized communication 24/7, meeting a crucial consumer expectation.
AI in digital marketing goes beyond customer service. It includes content creation, ad testing, and data analysis. This allows small businesses to offer tailored services and compete on a level previously dominated by larger corporations. For instance, a small ecommerce platform can use AI to analyze customer behavior and customize marketing communications, significantly boosting engagement and conversion rates.
As AI continues to shape the future of digital marketing, emphasis on responsible AI, legal compliance, and data ethics is crucial. These considerations ensure that AI applications in marketing not only drive business success but also maintain trust and transparency with consumers.
Charting the course for SMB digital marketing in the Philippines
The growth of influencer marketing, video content impact, SEO, AI integration, and enhanced ecommerce experiences are molding the future of digital marketing for small and medium businesses in the Philippines. These trends pave the way for success while highlighting a shift towards personalized and efficient marketing strategies.
By adopting these strategies in 2024, SMBs have significant opportunities to connect with their audiences in innovative ways, driving growth and enhancing customer satisfaction. The key to success lies in continuous adaptation, learning, and innovation, pointing to a promising future for SMB digital marketing in the country.
JCurve Solutions is the parent company of Dygiq, which offers full-service marketing capabilities for any business looking to improve its current market position or enter new markets.
MANILA, PHILIPPINES — How does one stand up to an oppressor, especially when it’s oppression created by structural and societal imposition? Dulaang UP‘sKung Paano Nanalo sa Karera si Rosang Tabashows that and more.
In what is essentially a battle of classes, sizes, and scale, Rosang Taba (Kiki Baento), a servant at the household of Governor-General, stands up to Spanish Commandant Jaime Alonzo Pietrado y Villareal’s (Victor Sy) insults of Filipinos being lazy, uneducated, uncivilized pagans. That Filipinos are “animal-like” is not something Rosa could let pass; she audaciously tells the komandante that she can beat him in a race. What is merely a dismissible challenge for the komandante has high stakes for Rosa because of their standing in society, the honor of her people, and their identity.
Part of the production’s theme is how far does one go in defending something of great importance. Adapted from the Palanca-winning short story for children of Dean Francis Alfar, Kung Paano Nanalo sa Karera si Rosang Taba is fleshed out to contextualize oppression in current times as told through the myth of Lakambini and Matsing: to whom belongs the resources when one is native and another comes to exploit?
The staging is faithful to the source material, yet richly developed each character to suit a new audience; Rosa summons her courage from lessons in her upbringing, support from her peers, and strong belief in herself.
Kiki lends so much of herself to the character of Rosa and it’s no surprise that she was awarded by Leaf Awards as an Outstanding Performer. She encompasses the presence required of her role, notable in her soliloquy when confronted by her parents in the after-scene of the dare. Her nuanced portrayal of an unwavering heroine deserves much credit not just for the exhaustive physicality of the production, but also in substantiating what it meant to be a native muchacha at the setting of the story.
Playing opposite Kiki is Victor, who gives much dynamic to the promise of the race. His ability to play an arrogant Spanish supremacist komandante and be a charismatic character who grips the audience is truly the result of a studied discipline. Rosa’s size is something that he hangs over her head every chance he gets. Despite her human qualities and attributes, he blindly decides that all the colonized are beneath him; thus, underestimating Rosa.
Mark Daniel Dalacat‘s stage design is suited to the Tanghalang Ignacio Gimenez Blackbox Theater, and the ampitheater style of the production leaves not much room for holes, whether in the characterization by the actors or the choices made by technical director Maria Loren Rivera. Functional as it is visually enticing, the production design also captures the contrast in sizes with miniatures moving on an intricate street map that is instrumental to the plot beyond being just the space where the play happens.
Worth mentioning in this production is the influence of TikTok in its comedic approach, with sound queues punctuating every five lines or so, at times to the detriment of driving home the dialogue’s point. The abrupt changes in tone, and line delivery with unnatural and almost absurd choreography, elicit more than it would without these elements. To this effect, the production maximized the presence of the live band: Rosang Tabanda, more than just accompanists but characters in their own right as well.
Consistently referred to as dehado (at a disadvantage) throughout the story, Rosa uses this to ask for two conditions for the race: that she chooses the route, and she gets fifteen steps ahead of her opponent. So how does Rosa defeat the haughty komandante? The answer: through sheer bravery, strategic thinking, and embracing her larger-than-life self.
With applause well-deserved, Dulaang UP’sKung Paano Nanalo sa Karera si Rosang Taba delivers equal parts entertainment, effective storytelling, and thought-provocation. The production’s strength resides in sharpening the unyielding parts of oneself to be the catalyst in overcoming maltreatment.
Kung Paano Nanalo sa Karera si Rosang Taba is running until May 05 at the IBG-KAL Theater, UP Diliman.
MANILA, PHILIPPINES — A perfectly manicured and barely full plate is far from the usual look of quintessential Filipino cuisine. Yet, this was the set-up for the National Commission for the Culture and the Arts’ celebration of Filipino Food, Higara, held at the Sheraton Hotel on April 24. Higara, a term for Filipinos’ love for communal dining, featured six courses prepared by three Filipina chefs.
Kicking the dinner off was a Cordilleran dish, the Pinikpikan Rillete, which Chef Waya Araos-Wijangco described as traditionally macho, and cooked with brashness.
“I always say one of the ingredients of Cordilleran cuisine is testosterone so I wanted a more feminine touch,” said Chef Waya.
There was a vivid flavor to her interpretation of the dish which gelatinized the soup with the meat, forming into a moist loaf accentuated by tomatoes, greens, and edible flowers.
Chef Gel Salonga-Datu’s Kulawu Salad is representative of the vegetables Southern Tagalog provinces have to offer: Laguna’s seasonal leaves and roasted eggplant dressed in generous coconut dressing. While it can be compared to ensalada, what it does different is rely on each ingredient’s textures, crumbs, and crunch, even integrating the notorious alugbati into the salad.
On the varied menu, the Banguingui-Sulu Marlin by Chef Waya best captures that balance of savory and sourness common in most Filipino dishes. Its tamarind-based broth packs a punch in every slurp and enhances the fish’s light flavor, while the use of sakurab gives a hint of bitterness that is just enough to provide another layer to the already addictive dish.
Kalderetang Pato by Chef Rhea Castro-Sycip takes on the form of seared duck breast with a generous serving of the kaldereta sauce which reduced the gamey taste of the meat. The traditional chicken or pork liver (in this case, both) which lends richness to any dish is integrated into the sauce and the carrot adds decorative flair to the plate.
The first of the desserts, Bibingka Cheesecake by Chef Gel, has a mellow sweetness and creamy texture that is characteristic of a cheesecake, but relies on the topping of the salted egg as the decisive factor for being a bibingka. The shredded coconut does not compensate for the lack of the banana leaf and smokey flavors which seeps into traditional bibingka during its cooking process. Still, it does its job of cleansing the palate coming from strong savory courses that preceded it.
The most memorable dish of the night was served last: Chef Rhea’s Binaki. Her take on the sweet tamales, elevated by toast meringue and popcorn-infused mousse stands out in every bite. She shared how to build a bite: you scrape the meringue off the plate, scoop the binaki, and get a helping of the mousse.
When it comes to representing the rich flavor profiles of the Filipino cuisine and the ingredients, Higara definitely achieved its objective. The dishes served were not exactly raging against tradition yet some felt forced, but it did not discount the strong culinary talents and extensive dishes Filipinos enjoy.
Under the steady hands of the three Filipina chefs, Higara showed that there are things to be discovered about Filipino food that go beyond the table during fiestas and gatherings and relies on what is ours as the main component of each dish. The diverse flavors on the plates were satisfactory in a way that makes you want to keep exploring and find the zest for what is not commonly served in the everyday household.
SINGAPORE — Spikes Asia 2024 officially comes to a close with the awards ceremony on March 14, putting the spotlight on the biggest advertising and creative work in the region. From 36 finalists, the Philippines has brought home eight metals, thanks to agencies MullenLowe TREYNA, Leo Burnett Manila, and VML Philippines.
On top of these wins, history was also made with “Unbranded Menu” by Leo Burnett Manila and McDonald’s Philippines winning the Grand Prix for the show’s inaugural Gaming category, and “Right to Care” by MullenLowe TREYNA nabbing the country’s first-ever Glass: The Award for Change Grand Prix.
Here’s the breakdown of wins for each Philippine-based agency:
Leo Burnett Manila – one Grand Prix, two Silvers, and two Bronze
MullenLowe TREYNA – one Grand Prix and one Bronze
VML Philippines – one Silver
The Philippines’ first Glass: The Award for Change Grand Prix
MullenLowe TREYNA has earned its spot with one of the evening’s biggest wins, a Grand Prix for the Glass: The Award for Changehonor with the “Right to Care” Card. The campaign also received a Bronze under the PR category for Launch / Re-launch, on top of being shortlisted under Healthcare – Brand-led Education & Awareness. This is the Philippines’ first-ever Glass Grand Prix, and with such a socially-important campaign at that.
Inaugural Gaming Spikes Grand Prix
Another historic moment at Spikes Asia 2024’s ceremony is Leo Burnett Manila nabbing the first-ever Grand Prix on the Gaming category‘s first year. This is added to the long list of wins the campaign for McDonald’s Philippines has enjoyed since launch, and adds to the work’s three other metals of the night, with a Silver for Influencer & Co-creation and a Bronze for Community Management / Social Engagement under the Gaming category, and a Silver for Use of Social and Digital Platforms under the Creative Strategy category.
The client-agency partnership also won a Bronze for “Ride the Arches” in the Brand Experience & Activation category under Travel, Leisure, Retail, Restaurants & Fast Food Chains.
One Silver for a KitKat
VML Philippines‘ (formerly Wunderman Thompson Philippines and VMLY&R Manila) “Punctuation Marks” campaign for KitKat won a Silver for Print & Publishing – Consumer Goods, specifically for “Comma,” “Em Dash,” and “Ellipsis.”
adobo Magazine is an official media partner of Spikes Asia 2024.
SINGAPORE — Awards season for the advertising industry has officially begun with Spikes Asia starting off the celebrations. As the festival opens in Singapore today, March 13, brands and agencies are also eagerly awaiting the results for the coveted Spikes Asia metals. This morning, the shortlists have been announced, honoring the best of creativity from across the Asia Pacific region. The Philippines boasts 36 finalists this year, with McDonald’s Philippines and Leo Burnett Manila, as well as KitKat and VML Manila‘s, works raking in the most finalist spots.
The country’s top three categories are Radio & Audio and Print & Publishing with seven nominations each, and Brand Experience & Activation with five.
For Radio & Audio, KitKat’s “Punctuation Marks” campaigns by VML Philippines were the sole nominees for Consumer Goods and Script, while Bantayog Street Memorials by Dentsu Creative was the sole nominee for Not-for-Profit/Charity/Government. The Unbranded Menu by Leo Burnett Manila leads all nominees in the Gaming category with four shortlists.
Here’s the breakdown of finalist spots for each Philippine-based agency:
Leo Burnett Manila – nine nominations
VML Philippines – eight nominations
GIGIL – four nominations
Dentsu Creative – four nominations
TBWA\ Santiago Mangada Puno – three nominations
Ogilvy Philippines – three nominations
BBDO Guerrero – two nominations
MullenLowe Treyna – two nominations
Ace Saatchi & Saatchi – one nomination
Leo Burnett Manila x McDonald’s Philippines
The biggest contender form the Philippines this year is “Unbranded Menu” as it continues to receive recognition. At this year’s Spikes, Leo Burnett Manila and McDonald’s Philippines grabs a total of nine nominations: seven for “Unbranded Menu” and two for “Ride the Arches.”
Four slots were won in the Gaming shortlists as it earned nominations for sub-categories Brand Integration for Games, Use of Gaming / Streaming Platforms, Influencer & Co-Creation, and Community Management / Social Engagement.
Under Creative Strategy, the campaign also received nods under the following sub-categories: Breakthrough on a Budget, Brave Brands and Use of Social & Digital Platforms.
“Ride the Arches,” meanwhile, also boasts two nods under the Brand Experience & Activation category.
VML Philippines x KitKat
VML Philippines (formerly Wunderman Thompson Philippines and VMLY&R Manila) is also a big finalist this year with its KitKatcampaign “Punctuation Marks,” specifically the iterations for “Comma,” “Em Dash,” and “Ellipsis,” which have received eight finalist spots in total.
Under Print & Publishing, all three works are nominated for sub-category Consumer Goods, while for Radio & Audio, all three campaigns were the only nominees from the Philippines under sub-category Consumer Goods, while “Comma” and “Em Dash” were the only local representatives for the Script classification.
GIGIL
GIGIL has also earned four shortlist spots this year at Spikes Asia, with two under Film for its work with Grab Philippines, and two for Netflix Philippines.
Its Mother’s Day film with production house Arcade Film Factory earned a nomination under the Consumer Services / Business to Business sub-category, while Niel received a nod under the Cultural Insight classification.
On top of these two nominations, GIGIL’s work with Netflix Philippines also is in the running under the Outdoor category, specifically for Interactive & Immersive Experiences with the “4Dish Pot” in promotion of Netflix’s original series Replacing Chef Chico, and Brand Experience & Activation.
Dentsu Creative Manila
Earning four finalist spots is also Dentsu Creative, for its works with Greenpeace Philippines and the Bantayog ng Mga Bayani Foundation (Monument of Heroes)
Under Industry Craft, the agency was included in the shortlists for sub-categories Photography: Outdoor and Photography: Print & Publishing for the “Black and White” campaign for Greenpeace Southeast Asia – Philippines.
Dentsu Creative was also the only Philippine nominee for the Not-for-profit / Charity / Government sub-category under Radio & Audio for the “Bantayog Street Memorials” as a tribute to Martial Law heroes, on top of being a finalist for the Brand Experience & Activation category.
Boysen x TBWA\ Santiago Mangada Puno
TBWA\ Santiago Mangada Puno also enters the list of Philippine finalists with three nominations for Pacific Paint (Boysen Philippines) with the “Boysen Plants” campaign. Under Design, it earned a spot in the Posters sub-category, while Print & Publishing jurors favored the “Venus Flytrap” and “Pitcher Plants” iterations for its Consumer Goods sub-category, earning a spot each.
Ogilvy x IKEA
Ogilvy‘s work for IKEA Philippines is also a star contender this year, with three nominations for “This is An IKEA Store.” It earned spots under Brand Experience & Activation, Creative Commerce, and Media under the Large Scale Media sub-category.
BBDO Guerrero x Mitsubishi
BBDO Guerrero joins the list of Philippine contenders this year for its work with Mitsubishi in the Print & Publishing category, under Consumer Goods. Two of its works, specifically “Samuel” and “Astrid” with production house Illusion CGI Studio, Bangkok, earned nods from the jurors.
MullenLowe Treyna x Right to Care Card
Joining the list of Spikes Asia finalists is MullenLowe Treyna, which has earned two spots, specifically in the Healthcare category under Brand-led Education & Awareness, and PR for the Launch / Re-launch sub-category with the “Right to Care Card” initiative. This campaigns aimed to empower LGBTQ+ couples in Quezon City, one of the biggest city populations in the country.
Ace Saatchi & Saatchi x National Union of Journalists in the Philippines
Ace Saatchi & Saatchi completes the list of Spikes Asia finalists from the Philippines this year with its work forthe National Union of Journalists in the Philippines (NUJP). The nomination is for the campaign “NUJP Report from the Grave,” which earned a Radio & Audio spot under the sub-category Use of Audio Technology / Voice Activation.
Winners for Spikes Asia 2024 will be announced tomorrow, March 14, 2024.
adobo Magazine is an official media partner of Spikes Asia 2024.
MANILA, PHILIPPINES — The ASEAN Tourism Forum (ATF) 2024 concluded on a high note for the Philippines, yielding over 400 million Philippine pesos in negotiated sales leads during its three-day business-to-business sessions from January 24 to 26 in Vientiane, Laos.
The Philippine delegation, led by the Department of Tourism (DOT) and the Tourism Promotions Board (TPB) Philippines, was represented by 15 local exhibitors from the airline industry, hotels and resorts, tour operators/ destination management companies, and convention center to network and engage with 79 international buyers.
“The impressive turnout of the Philippine delegation at the business-to-business sessions exceeded our expectations and reflects the strong interest in the Philippines’ diverse tourism offerings. The fruitful interactions between our local stakeholders and international buyers have strengthened existing partnerships and paved the way for new collaborations. We look forward to bearing its remarkable fruits this year,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.
The Philippine pavilion showcased the country’s award-winning destinations, including Intramuros, Palawan, and Cebu, alongside a captivating display of the T’boli people’s rich cultural heritage through traditional patterns from the t’nalak weave. Booth visitors also enjoyed a cup of Antipolo, Rizal’s famed Kaulayaw Coffee.
TPB and DOT also hosted a special function at the Grand Ballroom of Landmark Mekong Riverside Hotel to introduce Philippine cuisine and culture to the global stage and to announce the country’s hosting of the 36th Joint Meeting of the United Nations (UN) Tourism Commission for East Asia and the Pacific, and the UN Tourism Commission for South Asia (36th CAP-CSA) and 1st UN Tourism Regional Forum on Gastronomy Tourism for Asia and the Pacific in Cebu in June.
Philippine-hosted late-night function
The event brought together delegates from different National Tourism Organizations, Philippine tourism stakeholders, international buyers, and media for a taste of curated flavors of Filipino cuisine by Chef Don Baldosano of Linamnam restaurant and to enjoy a variety of cultural performances by homegrown talents.
Destileria Limtuaco & Co., the Philippines’ oldest distillery, proudly sponsored the late-night function, delighting attendees with a selection of signature beverages such as Paradise Mango Rum, Manille Liqueur De Dalandan, Manille Liqueur De Calamansi, Intramuros Liqueur De Cacao, and Amadeo Coffee Liqueur.
Meanwhile, the Philippines earned distinction at the ASEAN Tourism Awards, a prestigious recognition program that honors excellence in tourism businesses and destinations within the ASEAN region.
Tourism Secretary Christina Garcia Frasco acknowledged the winners during the Philippine-hosted function, noting that they have championed not just the Department’s set of standards for the local tourism industry but the whole region as well, “I extend my congratulations to all the winners of the ASEAN Tourism Awards, and I extend, especially my heartfelt congratulations, to my fellow Filipinos—our Filipino tourism establishments—who managed to clinch these most prestigious awards this evening. Truly, you are the pride of the Philippines.”
Palawan-based property Daluyon Beach and Mountain Resort was named lead partner for “Enchanting Gastronomical Sabang Delights, Beach Forest and Caves” under the ASEAN Sustainable Tourism Awards.
Awardees for ASEAN Clean Tourist City include the cities of Baguio in Benguet, Ilagan in Isabela, and Tabuk in Kalinga.
Prime properties Pearl Farm Beach Resort, Club Paradise Palawan, Bohol Beach Club, Seda Nuvali, and The Forest Lodge at Camp John Hay were recognized as among the best in the ASEAN Green Hotel Award.
The ASEAN Meeting, Incentive, Convention and Exhibition (MICE) Venue Awards also recognized 15 Philippine venues for their high-quality facilities and outstanding performance. The awards were divided into three categories: meeting room, exhibition hall venue, and event venue category.
Bai Hotel Cebu, Clark Marriott Hotel, Hilton Clark Sun Valley Resort, Princesa Garden Island Resort & Spa, and Seda Hotel Nuvali won the ASEAN MICE Venue Award for the meeting room category.
World Trade Center Metro Manila (Manila Exposition Complex), SMX Convention Center Manila, Cordillera Convention Hall by Baguio Country Club, Isabela Convention Center (ICON), and Iloilo Convention Center bagged the ASEAN MICE Venue Award for the exhibition hall category.
Rounding up the list of awardees for the ASEAN Mice Venue Award for the event venue category were Palacio del Sur by Marcian Group, Jpark Island Resort & Waterpark Cebu, Infinity Garden by Baguio Country Club, CAP-John Hay Trade and Cultural Center, and Princesa Garden Island Resort and Spa by Modern Asia.
The TPB and DOT are poised to leverage the momentum gained from this event to elevate the Philippines’ position as a premier tourist destination in the ASEAN region.
