A Lullaby of Love: Downy PH Bags Silver PANAta Award Downy PH Bags Silver PANAta Award
Makati, Philippines May 25, 2015 – Campaigns and Grey and Downy Philippines bagged Silver for Brand – Single Medium – Digital and Mobile at the recently concluded PANAta Marketing Effectiveness Awards held at the Grand Ballroom of the Hotel Intercontinental Manila.
May 27, 2015
While other advertisers took to happy moms and chubby kids for their Mother’s Day campaign, Downy Philippines and their creative team from Campaigns and Grey opted to tackle a poignant reality between a mother and a child: how love comes full circle with a mother’s aging.
The 60-seconder Mother’s Day digital material entitled A Lullaby of Love: Downy says “Thank You, Mom!” was uploaded on Downy Philippines Youtube page and was able to garner nearly a million views from the first week. The material has since been adapted and aired in different parts of Asia, as well as in North America.
The PANAta Awards recognizes advertising and marketing efforts of brands that highlight Filipino values, going beyond “Truth in Advertising” and contributing to business building. Entries are judged on four criteria: business challenge and objectives for 20 points, big idea for 20 points, execution for 20 points and business results for 40 points.