ABS-CBN reaped six recognitions in the recently held 2012 Araw Values Awards including the Platinum award in the advocacy institutional advertising division for the Philippine tourism music video “Piliin Mo ang Pilipinas” produced by the ABS-CBN Regional Network Group.
ABS-CBN was again the most awarded TV network. The winning music video was created for ABS-CBN RNG’s “ChoosePhilippines” website and was interpreted by shadow theater group and “Pilipinas Got Talent 3” grand finalist El Gamma Penumbra.
“It has always been an honor to win in the Araw Values Awards because it is not just about brand building but it is also nation building,” said Robert Labayen, head of ABS-CBN Creative Communications Management that is behind the award-winning music video.
Since Labayen assumed his post in 2004, ABS-CBN has already won three Platinum awards in the Araw Values Awards. When asked what set ABS-CBN’s works apart, Labayen credited it to the genuine hearts of the people working for each and every campaign they launch.
“It is not the skills of the creative person that matters but his or her heart. I want them to genuinely care for the country and for the family so that they can also be able to genuinely touch the emotions of our audience,” explained Labayen. “When we create a campaign, we pay tribute to the Filipino people. It’s not how good we are as a network. It’s more of how good the Filipino people are.”
The “Piliin Mo Ang Pilipinas” music video, sung by Angeline Quinto and Vincent Bueno, successfully promoted the Araw values of Love of Country and Respect for National Customs and Tradition for showcasing thePhilippines’ beautiful tourist destinations, friendly people and unique culture. The campaign was widely recognized by Filipino worldwide that they created their own versions of the music video and uploaded it online. Even Tourism Secretary Mon Jimenez asked ChoosePhilippinesto help the DOT in its new “It’s More Fun in thePhilippines” tourism campaign.
Apart from the Platinum award, ABS-CBN also won two Silver and three Bronze awards in the Advocacy Institutional Advertising Division. “BMPM Tayo Na” won silver in the Commitment to Truth, Honesty, and Integrity category, while “Pagbangon: Traffic Enforcer” won in the Respect for Law and Authority and the Promotion of Self-Discipline category.
Meanwhile, “Pinoy Summer Da Best Forever” took home the Bronze award for the Love of Country and Respect for National Customs and Traditions category; “Pagbangon: Kapatid” for the Respect and Care for Human Life and Dignity and the Rights of All; and “Mural” for the Concern for and Preservation of Environment.
The Araw Values Awards is a prestigious award that not only recognizes the craftmanship and production values among advertising materials, but also the values it reflects particularly the seven Araw Cornerstone Values. Winners were selected by a panel of jurors composed of members of the Advertising Board, ASC, and Ad Foundation; respected foundations and non-profit organizations; the academe; and select government and international agencies and institutions.
