CANNES, FRANCE — The Philippines continues its Lions streak as it secures three more shortlists in two Lions categories, thanks to Ogilvy Manila, OMD Philippines, and MullenLowe TREYNA. This brings the country’s running total to seven shortlists as of Day Two of the 2024 Cannes Lions International Festival of Creativity.
In this wave of shortlists release, 11 Lions categories were announced: Design Lions, Digital Craft Lions, Direct Lions, Entertainment Lions, Entertainment Lions for Gaming, Entertainment Lions of Music, Entertainment Lions for Sport, Industry Craft Lions, Media Lions, PR Lions, and Social & Influencer Lions.
Ogilvy Manila increased its shortlist tally to three, bringing in two more from the Media Lions category for its “This is an IKEA store” campaign, after scoring an Outdoor Lions shortlist yesterday. MullenLowe TREYNA also secured its first Lions shortlist of the festival – in the PR Lions category – for its work “Right To Care” for the Quezon City Gender and Development Council.
“This is an IKEA Store”
Agency: Ogilvy Manila
Media: OMD Philippines
Client: IKEA
- Shortlist | Media Lions > Channels > Large-Scale Media
- Shortlist | Media Lions > Culture & Context > Single-Market Campaign
Ogilvy Manila’s campaign for Swedish furniture giant IKEA, “This is an IKEA store,” extends its shortlist streak at Cannes Lions after getting two additional shortlists from the Media Lions category.
The work, which aimed to bridge IKEA’s physical availability gap in the Philippines given the country’s archipelagic nature, recognized the crucial role of media channels in Filipinos’ purchasing behavior.
Ogilvy Manila, together with OMD Philippines, created almost 1,000 retail “sampling” locations all over the country that led Filipino shoppers to IKEA.ph. Within three months, 927 new “IKEA stores” were created across online and offline touchpoints. The campaign brought IKEA to Filipinos by taking over salons, gyms, clinics, beaches, resorts, camping sites, and even Grab cars – turning them into IKEA stores through a QR code that led shoppers to purchase via IKEA.ph.
“Right to Care”
Agency: MullenLowe TREYNA
Client: Quezon City Gender and Development Council, Quezon City Government
- Shortlist | PR Lions > PR Techniques > Launch & Relaunch
MullenLowe TREYNA continues its winning streak in the awards circuit as it secures a PR Lions shortlist for its “Right To Care” campaign. This nod comes after big wins like a Grand Prix at Spikes Asia in the Glass: The Award for Change category and a Silver Sustainable Lotus at ADFEST.
Given the absence of a national-level law protecting LGBTQ Filipinos from discrimination, especially in healthcare matters, the MullenLowe TREYNA team developed the Right to Care Card in partnership with the Quezon City Gender and Development Council.
This seemingly simple card ingeniously repurposes an already existing legal document – the Special Power of Attorney, which grants the bearer authority to perform specific actions on behalf of the principal and is primarily used for financial transactions and property – into a card that can grant medical decision-making rights to queer couples.
As a result, when launched by the Quezon City Government, the card allowed their LGBTQ constituents to legally allow same-sex partners to make medical decisions for each other – a first in the Philippines.
After the campaign’s launch, 890 couples registered immediately, which led Quezon City lawmakers to create and enact Ordinance 3221, known as the “Right to Care Ordinance.” Now, ALL 423 healthcare providers in Quezon City must honor the Right to Care Card.
Winners in the Industry Craft Lions, Digital Craft Lions, Film Craft Lions, Design Lions, Entertainment Lions, Entertainment Lions for Gaming, Entertainment Lions for Music and Entertainment Lions for Sport categories will be announced June 18, Tuesday, 19:00-21:00 in France (GMT+2) or 1:00 am – 3:00 am Wednesday in the Philippines (GMT+8).
On the other hand, winners from the rest of the shortlists across Social & Influencer Lions, Direct Lions, Media Lions, and PR Lions will be announced Wednesday, June 19, 19:00-21:00 in France (GMT+2) or 1:00 am – 3:00 am Thursday in the Philippines (GMT+8).
adobo Magazine is an official media partner of Cannes Lions 2024.
