APRIL 2015 SECOND SEMESTER AY 2014-2015
THE OFFICIAL PUBLICATION OF UP ADVERTISING CORE
ROMEO REMALANTE: A Steadfast Appetite for Art How an art director feeds his passion.
ADTIPS: How to Package Yourself Prepare for the journey out of college.
ONE SMART COOKIE: Social Media Marketing Through the Eyes of Oreo Celebrating Oreoâ€™s historic ads.
PA C K A G I N G P O W E R
juice box letter from the editor | staffbox
Packaging is powerful. Imagine going to a store to buy some snacks. Like always, you head directly to your favorite crackers but, upon reaching the shelves, another product catches your eye. You find yourself staring at its packaging design: its vibrant color, large text, and its picture of biscuits in dripping chocolate. All of a sudden, your plans change and you decide to try out the new product. Does this happen to you often? But catching attention is not only what packaging does. As the gateway to a product, a person, or an idea, it is also the basis of your first impression. It can make or break what it represents. Packaging influences people’s decisions, too. It can make us choose one thing over the other or ask us to consider new options. In this issue, you’ll witness a variety of creative packaging gimmicks brands use to advertise their products. Some of them give a twist to your normal billboard, some play with lights, sounds and colors, while others use technology to introduce new types of product packaging. If you’re planning your career at this point, you can also get tips on how you can package yourself to your future employers. Excellent packaging can definitely win supporters and earn honors. Remember, packaging is crucial. So whether you’re promoting a product, yourself, or an idea, make sure you package it right.
Maisie Joven editor-in-chief
THE UP ADVERTISING CORE (ADCORE) IS THE ONLY STUDENT-RUN, NOT-FOR-PROFIT ORGANIZATION AND STUDENT ADVERTISING AGENCY BASED IN THE COLLEGE OF BUSINESS ADMINISTRATION OF THE UNIVERSITY OF THE PHILIPPINES, DILIMAN. THE JUICELETTER IS THE OFFICIAL PUBLICATION OF THE ORGANIZATION. EXECUTIVE CORE PRESIDENT ELLA ADRIANO VP FOR CREATIVES CARLOS QUIMPO VP FOR FINANCE AND CORPORATE AFFAIRS BEVERLY CHING VP FOR HUMAN RESOURCES SAB DE OCAMPO VP FOR PUBLIC RELATIONS AND PROMOTIONS HILLARY JOVEN VP FOR SPECIAL EVENTS AND LOGISTICS SYLVIE REYES
EDITOR-IN-CHIEF MAISIE JOVEN FEATURES EDITORS BINGBONG AUSTRIA SAM TAMAYO LAYOUT EDITORS NIKKI CANLAS EDWARD SANTIAGO CREATIVES PAUL DOMALAON ROCKY NACPIL FINANCE AND CORPORATE AFFAIRS SHARA SANTIAGO HUMAN RESOURCES MEDJ DALAN PUBLIC RELATIONS AND PROMOTIONS NICA CRUZ CONTRIBUTORS THERESE ASEOCHE KRISTEN ANGEL GANZON BRYAN GONZALES MONICA MABUTI JANELLE SENTINA
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contents AdCore updates 01 Made in AdCore AdVenture PANA-FAO Roadshow 02 UP Fair AdVance AdSchool ACLE
02 UP Fair
03 Fatima Gaw
Fatima Gaw Fatima Gaw’s advertising experience 07 admark
14 Going Green
How an art director feeds his passion
19 Not so Gaga ...
7 Awesome Outdoor Ads Innovative and out-of-the-box executions 14 adlist
07 Meo Remalante
23 One Smart Cookie
Going Green Less waste, more eco-friendly packaging 16 adlist
Outdoors and Viral
One Smart Cookie Celebrating Oreo’s historic ads
Pulpy Goodness Artworks
Viral ads that hit the bigtime 19 acritique
Not So Gaga Over This Ad A closer look at the GaBo infomercial’s effectiveness 21 features
AdTips: How to Package Yourself Prepare for the journey out of college
A d Q uery
Welcome to Juiceletter’s first AdQuery where we ask any advertising-related question and you answer! This issue’s question is:
What brand would most likely represent you as a person and why?
Send your answers to upadcore.teamjuiceletter@ gmail.com or tweet them to @UPAdCore with the hashtag #AdQuery. The most creative entry will win a special prize from AdCore and will also be featured in the next issue of Juiceletter. Good luck!
A DCOR E UPDATES
A D C O R E
UPDATE S MADE IN ADCORE Former UP Advertising Core Vice President for Creatives Danne Lim talks about the organization’s legacy to members and future members on Feb. 21. Made in AdCore 9.2 gathered some of AdCore’s most esteemed alumni to give insights on the thrust and workings of the organization. Former AdCore President Farrah Rodriguez and former Creatives Manager Maereen Olayta also spoke at the event.
PHOTO BY KRISTIAN TAYO
ADVENTURE Ms. Berlina Yu speaks to UP Advertising Core members and future members on Feb. 22 about the various career opportunities offered at Social@Ogilvy, the largest global network of social media strategists, at the Ogilvy and Mather Philippines office in Bonifacio Global City, Taguig. This was part of AdVenture, AdCore’s exposure trip to the country’s top advertising agencies and institutions with the aim of exposing members and future members to an adperson’s workplace and lifestyle.
PHOTO BY VIEL VIDAL
PANA-FAO ROADSHOW HOIST Creative Director Nathan Javier delivers a talk to participants of UNWRAP: Discover Your Creative Genius, the final leg of the Philippine Association of National Advertisers-Federation of Advertising Organizations (PANA-FAO) Roadshow, on Mar. 21 at the UP School of Economics Auditorium. Having made its last stop at UP Diliman, the PANA-FAO Roadshow brought together a number of seasoned professionals from the advertising industry to discuss the importance of consumer insight, branding, and the intricacies between the two in the advertising process.
PHOTO BY JOSH TOLENTINO
ADCOR E UPDATES
UP FAIR Dubbed as a “blacksmith of words and letters” by the Rap King Francis Magalona, hip-hop artist Gloc9 sends the crowd screaming with his sharpest verses during Backtrack, UP Fair’s final event on Feb. 14. Every year, UP Fair gathers some of the most popular bands and artists in the industry and a number of emerging artists on campus for five nights of music, food and fun. UP Advertising Core is UP Fair’s promotional arm.
PHOTO BY UP IRIS
ADVANCE Posing with speaker Professor Agnes Tayao at AdVance’s second session are Vice President for Finance and Corporate Affairs Bev Ching and Assistant Vice President Kevin Elmido. Professor Tayao spoke about advertising research to UP Advertising Core’s members and future members in Advertising Research: Surveying the Worlds on Mar. 18 at the UP College of Business Administration. AdVance is AdCore’s series on responsible advertising, marketing and corporate work.
PHOTO BY KIM SANTIAGO
ADSCHOOL Members and future members of UP Advertising Core pose for a group photo with Ms. Merphi Panaguitan after her talk in AdSchool 9.2 Main Series: Life Photography On-the-Go at the UP College of Business Administration on Mar. 25. The series is AdCore’s take on creative design with this semester’s curriculum focused on photography. PHOTO BY NICK CORTEZ
ACLE Actress and businesswoman Glaiza de Castro poses with UP Advertising Core’s Alternative Classroom Learning Experience (ACLE) head Viel Vidal and Vice President for Creatives Carlos Quimpo. AdCore’s ACLE teaches how to make a name for your business in Buzz for Biz: Creating Noise for Your Brand with speakers such as de Castro of Galura Talent Center, Kriska Kalingking of Happy Diet Delivery, and Aaron Ngui of Mad Mark’s Creamery & Good Eats. More than a hundred people attended the event at the Benitez Theater on Mar. 26. Nica Cruz
PHOTO BY ROCKY NACPIL
Ad career F ATIMA GAW
Fatima Gaw The advertising world relies on communication. Without an effective campaign strategy, the audience will not understand a brand’s message. This is why this industry attracts the best talents who are up to the challenge – and one of these people is Fatima Gaw. Sam Tamayo
“Because of my fascination [with] the internet, social media and its influence on society and the self, I decided to do my thesis about how digital natives – people born into the digital age – and their relationship with a traditional medium, the television, has changed over time,” she said.
Back in college, Gaw was active in student organizations where she incorporated her love for technological platforms with her positions. As Secretary-General of the UP College of Mass Communication Student Council, she pioneered the development of “Tweet EnRoll”, an initiative that capitalized on the existence of social media to address enrollment issues within the college. She was also appointed as an Assistant Vice President for Public Relations and Promotions in UP Advertising Core, the org she believed would best hone her advertising-related skills. She was involved in projects such as University Job Fair, Federation of Advertising Organizations and AdVocate where she used social media as the primary platform to promote campaigns under the said events.
PHOTO FROM FACEBOOK.COM
A Broadcast Communication major from the University of the Philippines Diliman in 2013, Gaw has always been fascinated by digital media. In fact, she dedicated her thesis entitled “Outgrowing Television: A Study on the Relationship of Filipino Digital Natives to Television through an examination of their Television and Digital Media Consumption Behavior” to this area of study and was subsequently awarded as Best Thesis of her college.
Adcareer FATIMA GAW
Because of her desire to become a strategy planner, Gaw pursued a career that focused on dealing with client behavior.
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PHOTO FROM FACEBOOK.COM
For her, advertising was the perfect avenue â€œto practice strategic thinking for multiple brands in multiple categories and to understand the intricacies of the consumers and the market.â€? She became a digital strategist at OgilvyOne Worldwide, a company deemed to be a leader in customer engagement, according to an independent report conducted by Forrester Research Inc.
Due to her occupationâ€™s nature, her typical workday is out of the ordinary. It includes logging into her social media accounts the minute she steps into the office. â€œI do social listening by checking out what people are talking about our brands and what people are talking about in general,â€? she said. However, her work is quite different from the usual advertiserâ€™s job. She said,
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Ad career F ATIMA GAW
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Of course, working for an advertising agency entails sacrifices on her part. She gets a smaller compensation than those of employees in traditional corporations and logs in extra hours for work because client meetings and executions happen almost simultaneously. Suffice it to say that it requires a certain amount of skill and dedication for a person to last long in this business.
To succeed in the advertising industry, Gaw said an individual needs to be a team player. “Nobody is a lone wolf in advertising. We always work together – people from different disciplines and expertise sit down to create brilliant work for our brands,” she said. In addition, she believes initiative is important because working in an ad agency entails the assumption of one’s role and responsibilities that will ultimately contribute to the building of the core idea of a project. One’s inquisitive character is also a vital ingredient for the individual’s and the agency’s growth. “One pitfall in advertising is to stick to templates and be comfortable in the process. Always strive to imagine and go back to the core of communication,” she said.
PHOTOS FROM FACEBOOK.COM
Gaw also mentioned that clients and advertisers give too much emphasis on becoming “viral” when it shouldn’t be so.
Adcareer FATIMA GAW
Given that underlying philosophies and cultures are poles apart from one advertising firm to another, one cannot easily enter the realms of this highly competitive industry. “Better ask people around first before you even apply to one,” she said. However, she knows she is geared up for this battle. ”I see myself leading my own digital agency. I think I would make more difference when I have the leeway to choose my clients and create my own brand of creative and strategic work,” she said. Until then, only time would tell if and when this dream of hers becomes a reality.
PHOTOS FROM FACEBOOK.COM
AdCore Representative Gaw winning the Federation of Advertising Organizations award
Ad Mark R O MEO R EMALAN TE
PHOTO MAISIE JOVEN
ROMEO R EMALAN TE
Sporting a beret and a DSLR camera slung over one shoulder, Romeo Remalante arrived at the interview with an energy that belied his age. Fresh from spearheading a two-hour-and-a-half photography workshop at the Manila Zoo, the retired advertising director showed no signs of fatigue as he excitedly waved at us and shook our hands. Remalanteâ€™s interest in art and advertising began back in his childhood days in Bicol. He started out wanting to be a painter but later decided advertising was more practical. After high school, he told his mother he wanted to take up advertising in college but she tried to dissuade him by saying heâ€™d end up painting movie billboards. Despite the warning, he pursued his passion. After graduating Bachelor of Fine Arts, major in Advertising from the University of Santo Tomas (UST), he went on to become an Art Director in J. Walter Thompson (JWT), an Art Director in Indonesiaâ€™s JC&K Advertising and a Creative Director in McCann Erickson Worldwide. Because of the commercial nature of advertising, Remalanteâ€™s work focused on product packaging and design and the important role they played in a campaign.
He was determined to produce quality output at work. Out of all the products he packaged in his lifetime, he remembered two of his most influential projects: Breeze detergent and the Philippine Dental Association (PDA) seal of approval. In the early 1990s, the Philippine Refining Company (now known as Unilever Philippines) released Breeze, its first powdered detergent in the country. Remalante was proud to be the person behind its packaging design, calling it â€œrevolutionaryâ€? because at that time, only detergent bars dominated the market. He also invented the PDA seal of approval which is found on most dental products in the country, such as toothpastes and mouthwashes. Up until now, his creation is considered a symbol of quality that when you see that logo, you already know the product you bought is safe and effective.
(L-R): Remalanteâ€™s design of a Kelloggâ€™s island display in physical form and in draft form.
These works showed Remalanteâ€™s guidelines for effective packaging which includes different elements such as color, design, structure, label, handheldability, functionality and capability of being displayed.
â€œ PHOTOS FROM ROMEO REMALANTE
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Ad Mark ROM EO R EMALAN TE During his career, he discovered that advertising was so much more than drawing; it also needed a personâ€™s writing, audio, visual, design, communication and people skills.
â€œAnong gagawin mo? Hihintayin mo na lang na you get to be immobile, have that kind of symptom ng isang old dying man, not doing anything, waiting for the deathbed?â€?
Aside from cooking up creative designs, advertisers also need to create excellent presentations. When he was still working for JWT, Remalante recalled a training on how to present where employees talked in front of their co-workers in five to 10 minutes.
Today, it seems he has a lot of free time on his hands, but he chooses to spend them on his passion. At home, he reads and researches on communication and photography. Every third Saturday of each month, he conducts â€œFotoklase sa Kalyeâ€? sessions in Manila Zoo, a free-for-all photography workshop he founded. He also speaks for other workshops and seminars in different universities.
â€œNoong time ko na, nag-stammer ako, nag-shut up ako. . . . pero [I was well-rehearsed]. Iâ€™ve written my line. . . . so what I did, I just left the room,â€? he said. But his determination fueled him to do better next time, and that was exactly what happened when he started working in McCann. After creating a campaign for Coca-Cola Vietnam and presenting it in front of the Regional Brand Manager, he succeeded in making CocaCola a McCann client again. â€œIyon ang pinakathe best experience ko,â€? he smiled. Below: Remalante with
When he retired, he taught at the College of Fine Arts and Design in UST for about eight years. â€œI was given a good retirement package but iyong dugo ko, buhay pa eh. Sabi ko, I asked myself, â€˜Paano ka ngayon?â€™â€? he said.
As part of his resolve to leave a legacy behind, he wanted his ideas to be further developed so they could serve their purpose. He is determined to let these ideas live long. â€œ[If I had] a solid group which I can transfuse what Iâ€™ve learned, my principles and outlook about packaging design and about photography, and this group who would readily accept iyong blood transfusion na iyon, masaya na ako,â€? he said. Maisie Joven
PHOTO FROM FACEBOOK.COM
participants of Fotoklase sa Kalye Urban Landscape Photography Workshop at Manila Zoo
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Ad list A WES OME O UTDO O R ADS
In this digital age, print ads, posters and outdoor installments may no longer be the top choice of advertisers. Many would agree that it now takes much tech know-how to create ads that will really catch your audience’s attention. However, these brands prove otherwise. Check out how they give a creative spin to outdoor ads. Monica Mabuti
“TROJAN MAILING” DHL (USA) DHL goes head to head with its competitors in this super sneaky, witty and just quite below-the-belt advertising stint. Knowing that advertising on popular locations like Times Square can be really expensive, DHL cuts down on costs and just lets their competitors advertise for them! The company sent out boxes covered in thermoactive foil that revealed a surprise message from DHL once they were taken outside by the delivery boys of these unlucky shipping lines.
Fedex (USA) What is it with these shipping lines? Are they really that competitive against each other? If you found DHL’s stint witty, you have to check out this one by FedEx. FedEx wrapped each of their delivery trucks with a large photo poster that made it appear like there were UPS trucks inside it. And so out the closet goes UPS’ secret: their shipping line is actually very slow that they have to transfer their deliveries to FedEx. Yikes!
TROJAN MAILING YOUTUBE.COM FEDEX VS UPS ADSOFTHEWORLD.COM
“FEDEX VS. UPS”
AW E S OME OUTDOOR ADS
“LIFE’S TOO SHORT FOR THE WRONG JOB!” Jobsintown.de (Germany) Jobsintown.de calls for attention as they tackle underemployment through this outdoor installment of photo posters placed on vending machines, ATM’s, and ticket machines. Here’s the scenario: people walk up to the machine. Upon leaving, they see the biggest plot twist from the side of the machine: it’s actually run by a college graduate or some fired professional from the inside! Jobsintown.de’s message here is clear – life is indeed too short for the wrong job, so go get one that’s worthy of you and your degree.
LIFE’S TOO SHORT FOR THE WRONG JOB ADSOFTHEWORLD.COM
CURSE OF CHUCKY PRANK “Chucky” (Brazil)
CURSE OF CHUCKY PRANK YOUTUBE.COM
What better way to advertise a movie than to let its star do the talking (or in this case, the scaring)? Before they hit theatres, the creators of the Curse of Chucky movie decided to do a little prank on commuters. On several bus stops, an innocent-looking, well-lit poster of the movie is displayed beside the bench. When people sit on the bench or stand nearby, the poster suddenly makes creepy sound effects and its light start flickering. Finally, when the people are freaked out, the glass covering the poster breaks and mad Chucky comes out and chases the people with a knife! Check out the hilarious reactions of prank victims by visiting the link.
“BEST FRIES ON THE PLANET”
BEST FRIES ON THE PLANET ADWEEK.COM
McDonald’s (USA) McDonald’s creates a beautiful visual treat in this simple yet captivating billboard. The billboard is shaped into a McDonald’s fries container, and at night, bright yellow streaks of light that look like those beautiful delicious fries shoot up from above it. This ad literally takes the spotlight and demands the city to know and remember that it’s McDo who’s got the best fries on the planet.
Ad list A WES OME O UTDO O R ADS
â€œINVISIBLEâ€? Australian Childhood Foundation (Australia) As part of their Invisible campaign to raise awareness on neglected children and child abuse, the Australian Childhood Foundation displayed this print ad along streets and sidewalks. Each ad was plastered over a child-sized mannequin with its legs and feet sticking out, making it appear like a real kid was actually trapped behind the ad. This heart-stopping ad surely grabbed the attention of everyone who walked by.
WWF GREEN BILLBOARD
With the heavy air pollution in Metro Manila, this is just exactly what we need. In partnership with the World Wildlife Fund, Coca-Cola installed the first ever plant billboard in the Philippines. The 60-by-60-foot billboard is covered in Fukien tea plants that can absorb up to 46,800 pounds of carbon dioxide from the atmosphere a year. The rest of the billboard is just as environmentally friendly: the pots were made from old Coke bottles, the potting mixture was made of industrial byproducts and organic fertilizers and the drip irrigation system was designed to save water and fertilizer. Coke commits to incorporating sustainability in everything they do and hopes to inspire Filipinos to join them in making a positive difference.
WWF GREEN BILLBOARD ADWEEK.COM
GOIN G GR EEN
Going Green MARKETING ADS THAT MADE AN IMPACT
Green Marketing or eco-marketing is a new marketing approach that does not just refocus and improve existing marketing thinking and practice. It challenges these approaches and gives a deeper perspective and meaning to responsible advertising. It focuses not only on promoting products that are “eco-friendly,” but also directs the target market’s attention to their surroundings and environment, thereby raising awareness to the problems we face today and what we can do to help. Kristen Angel Ganzon
Burt’s Bees Eco-Billboard
BEFORE BURT’S BEES ECO-BILLBOARD ADWEEK.COM
Catching attention when it was unveiled back in October 2012, this interactive billboard is covered entirely of free, tear-off product coupons for Burt’s Bees. The coupons formed to show a woman with the appearance of dry, cracking skin. However, when passersby helped themselves to the coupons, a smiling woman with clear skin was revealed underneath, promoting their new line of hydration cream. Accomplishing its purpose as a “gift that keeps on giving,” Burt’s Bees continued this by donating and reforming it as a rain catching system for the urban gardening students of Durham School of Arts in North Carolina. The renovated billboard catches more than 6,300 gallons of rain water reused in their community garden. This is in line with the company’s trademarked commitment to the greater good, and it sees the actual follow-through.
Ad list G O I NG G REEN
Tide Coldwater Challenge Tide Coldwater Clean is a product from P&G formulated for cold water conditions, having “outstanding stain removal and brilliant color protection” at the same time reducing energy use by half by switching from warm to cold. In lieu of Earth Day 2013, Tide® launched their #TurntoCold campaign, challenging Americans to switch from warm to cold water washing for one week. The campaign promotes the positive effects of using cold water: saving energy and reducing the cost of running the washing machine, which leads to an overall reduction in carbon dioxide emissions. By 2020, Tide® aims to have switched 70 percent of global washing machine loads to cold water washing.
Responsible advertising is also responsible packaging, so Coca-Cola introduced the PlantBottle® and called it the “bottle of the future.” Although it is neither biodegradable nor compostable, it is 100 percent recyclable, and unlike other PET bottles, is made of a renewable source which is sugarcane. This reduces carbon dioxide emissions because the carbon atoms in the PlantBottle® would be offset by the next sugarcane crop’s use of carbon dioxide in the plant’s photosynthesis process. The material looks and functions just like traditional PET plastic but has a lighter footprint on the planet and its scarce resources. It is a positive step in the company’s journey to make a more sustainable packaging overall.
MCDONALD’S FRESH SALADS YOUTUBE.COM
TIDE COLDWATER CHALLENGE WALMART.COM
McDonald’s took Green Marketing on a whole other level by “growing” a billboard about their Fresh Salad products. Coordinating with Leo Burnett, Chicago, they grew thousands of lettuce heads included in the actual salad for three weeks to spell out “Fresh Salads”. The billboard stands on a prime location: a highly populated neighborhood, beside a major subway station, numerous bus routes and meters away from Chicago’s most popular sporting venue. Because of this, sales in the market area increased by 30 percent, with more than 546,000 salads sold. Not only have they advertised an eco-friendly product, they also promoted healthy eating.
COCA-COLA PLANTBOTTLE YOUTUBE.COM
McDonald’s Fresh Salads
O U TDOOR S AN D V IR AL
O U T D O O R S
A N D
V I R A L
ILLUSTRATION ROCKY NACPIL
Advertising a product should strike the consumer on a personal level, leave a lasting impression and create lots of social buzz. A successful way to do this is through an unconventional marketing strategy more known as guerrilla marketing. Guerrilla, aptly named, puts a new twist on the everyday advertisements we see. It revolutionizes the way we do advertising. Here are cool guerrilla ad campaigns from all around the world. Janelle Sentina
Ad list O UTD OORS AN D VIRAL
Tic Tac’s Worst Breath Prank Tic Tac orchestrates a flash mob wherein a stranger approaches a random person to ask for directions. As soon as the person replies, everyone around him faints and a big monitor around the corner suddenly turns on and shows people from other places also fainting. The person is left clueless about what appears to be a scene from an end-of-the-world movie. When the drama ends, one of the fainted people hands the person a pack of Tic Tac. Bad breath may not be a real matter of life and death but this exaggerated campaign is definitely funny to watch.
Sunglasses can easily be taken for granted. In this campaign, Ray-Ban changes how people see the world – literally – by spicing up the windows of trams in Belgium to match the colors of the new range of Ray-Ban’s polarized lenses. People share their tram ride photos and the views they saw through the windows on Instagram under the hashtag #NoFilterJustRayBan. The hashtag #NoFilter is a popular way of expressing quality the natural way, which is the same high quality that Ray-Ban offers. This has really taken how we market sunglasses to a whole different level.
Smart’s Dancing Traffic Light Ever wondered what would make people follow traffic rules? Smart, a German company selling automobiles, has made stopping at the red light an engaging and entertaining activity. We see the little red man busting a move, but what makes this even more impressive is that the dancing comes from other pedestrians in a nearby booth. These people’s movements are translated in real time. Smart, as a brand, is all about efficiency. The same philosophy is applied on the Dancing Traffic Light campaign, preventing jaywalking that reduces traffic flow efficiency. Now that is smart.
TIC TAC’S WORST BREATH PRANK YOUTUBE.COM
SMART’S DANCING TRAFFIC LIGHT YOUTUBE.COM
RAY-BAN’S #NOFILTERJUSTRAYBAN YOUTUBE.COM
O U TDOOR S AN D V IR AL
KitKat’s “Have a Seat” KitKat has always been about enjoying life by taking a break. The “Have a Seat” campaign in partnership with Android puts a twist on this classic tagline. Just by taking a seat on specially installed KitKat benches, and still being there at a specific time, people could “Win a Nexus 7 the Kit Kat way, by taking a break.” One of the best things about this campaign is how simple it is. All KitKat and Android had to do was install the bench-billboards and then wait for people to come along and get involved. Even the instructions were just one sentence: “The person sitting here at a certain time wins a Nexus 7”. That’s it. Sometimes, simple works best.
Sports rivalry is something that people take very seriously. Coca -Cola decides to promote fair play through its #ShareTheGood campaign during a football game in Milan. It involves setting up two vending machines at opposite sides of the stadium that are connected by video and audio. Pressing the button means releasing a Coke bottle to the opposing team’s vending machine. Not only can a person share a Coke with a rival, he can also add some remarks through the video to show just how passionate he is for the team he supports. But not even sports rivalry can deny Coke’s ultimate message: sharing, generosity and making people happy. At the end of the day, everyone gets something by giving away something.
KITKAT’S ”HAVE A SEAT” YOUTUBE.COM COCA COLA’S #SHARETHEGOOD YOUTUBE.COM
Ad critique G ABO I NFOMERC IAL
NOT SO OVER THIS AD
The Philippines’ Department of Health (DOH) seems to share somewhat similar sentiments when it posted an anti-teenage pregnancy music video on its Facebook page last Nov. 30, 2014. It featured a cheering squad dancing along to a poorly written song that tried to inform the viewers about the risks of premarital sex and the importance of abstinence. The consequent backlash on social media led to the video’s removal less than 24 hours after its release…and for good reason. Although it’s a well-meaning advocacy, it is irresponsibly communicated. Perhaps the most salient issue here is the use of the terms “gaga” and “bobo” to describe teenagers who deal with unwanted
pregnancies. When going through that sort of difficult situation, the last thing they need is a reinforcement of the negative stigma against them. The video’s casual use of these insults not only normalizes but even encourages society’s shaming of teenage parents. One part of the lyrics goes, “Huwag magkasala, huwag madapa,” which refers to engaging in premarital sex. The phrasing itself promulgates a sex-negative attitude among the viewers – that sex should be regarded as something sinful when it is a natural part of growing up. Sexnegativity and over-censorship only hinder the youth from accessing the available information that can help them prevent sex-related risks. One out of three Filipino youths has had premarital sex, according to the findings of the UP Population Institute presented last February
ALL PHOTOS SCREEN CAPS FROM YOUTUBE.COM
A funny quote from the cult classic Mean Girls goes, “Don’t have sex because you will get pregnant and die.”
Ad critique GABO IN FOMER CIAL
2014. This, in itself, isn’t much cause for alarm. What’s disquieting is the prevalence of unprotected sex for virgin youths, leaving them exposed to both sexually transmitted diseases and unwanted pregnancies. The numbers range from 73 percent for males and up to 83 percent for females. It goes without saying that these statistics show the need for powerful advertising that will get the message across. To the producers’ credit, we do see some semblance, however miniscule, of market research influencing the project. The way the ad was packaged, with its Kpop-esque melody and the video’s cast, catered to the teenage masses. However, we at AdCore are taught that behind every brilliant campaign is a well-communicated key message. True, DOH attempted to include elements they thought would appeal to the target audience, but the
video’s failure to establish a connection with the viewers and the mixed messages it sent made it seem a little too try-hard and ultimately ineffective. It’s disappointing that the government can’t spare the resources to create a better campaign. Surely, there’s another way to go about this problem other than tacky music and lyrics that don’t actually provide valueadding information, but merely guilt you into abstinence. In the end, we’re prompted to ask: who are the real “bobo boys” and “gaga girls” here? Bingbong Austria Disclaimer: The views expressed in this article are the author’s and do not necessarily reflect or represent the organization’s stance on the issue.
Feat ures P A CK AG I NG YO URSELF
AdTips H O W T O P A C K A G E Y O U R S E L F As we all know, the advertising world is extremely competitive. Employees need a constant flow of innovative ideas to generate enough interest from a brand’s potential consumers. In addition, the increasing size of competition adversely affects the state of any given company, whether it is a start-up or not. With that being said, there are necessary steps one must take to impress various companies with just one glance at your curriculum vitae. If you want to pursue an advertising-related career track, then this article is especially made for you. Here are tips on how you can create the perfect résumé that’ll be able to grab your future employers’ attention. Sam Tamayo
R E S E A R C H
On the company In making your portfolio, it’s always best to assess the advertising agency where you plan to submit your résumé to. Look closely at the type of advertising they focus on, the companies they work for and the brands they produce. By doing so, you’ll be able to determine specific facts and trends which you could use for your advantage.
If you have zero experience in the field that you’re applying for, it is recommended you highlight certain experiences that could boost your chances and support your claims towards the position. For example, you could cite that you’ve worked for organizations (such as AdCore) and explain to them the knowledge and skills you’ve gained.
ILLUSTRATIONS ROCKY NACPIL
On the job
P ACK AGIN G YOUR S ELF
S T R U C T U R E Format it in a professional manner A combination résumé is preferred by most advertising companies. Its sections are usually organized by experience or skills, with the jobs listed in a reverse chronological manner underneath each section. You can also include an “executive summary” section which is a short prose located at the top that will serve as your “elevator pitch” to the company.
Focus on your accomplishments Any recruitment officer from any given company would want an employee who is peppered with the right amount of accomplishments. You will need to list your skills and successes in short but detailed sentences. It is recommended you begin each sentence with action verbs to emphasize its importance (e.g. Served as the Assistant Vice President of Special Events and Logistics).
Include industry buzzwords or keywords
The inclusion of advertising keywords is an important aspect in the construction of résumés as it aids in searching through the company’s database. As said by Brad Krash, author of Confessions of a Recruiting Director: The Insider’s Guide to Landing Your First Job, “Keywords are vitally important, especially for industries worked in and key accounts worked on. For example, QSR, automotive, retail, etc.”
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Place a “hobbies/interests” section If it adds to your qualifications, it is wise to include this section at the bottom. For example, if you write an advertising blog, share how long you’ve been doing it and how it helped you in improving your skills. If you also volunteer advertising time for a charity (i.e. making publication materials for non-profit oriented events), write a few details about your experience.
Proofread your résumé
ILLUSTRATIONS ROCKY NACPIL
Before you submit your résumé, it’s always best to read through everything again to make sure it is error-free, whether it may be typographical in nature or not. Make sure your curriculum vitae is grammatically sound by checking the tenses of all your verbs and the punctuation marks used. Once you’ve managed to do all of these things, you are now ready to send in your résumé. Remember to always abide by AdCore’s three core values – Creative Professionalism, Inspired Involvement and Steadfast Excellence – for these principles will surely come in handy. Best of luck in building your résumé!
Feat ures OR EO
ONE SMART COOKIE
ILLUSTRATION EDWARD SANTIAGO
For years since Oreo was introduced to the market, rket everyone remembered it through its ceremonial process of consumption. On its 100th birthday, however, the world started remembering the beloved brand as something more than a twist, a lick and a dunk. Therese Aseoche
PHOTOS GOOGLE IMAGES
Social Media Marketing Through T the Eyes of
Features OR EO
With the goal of becoming relevant to the dayto-day lives of the millennial generation, Oreo and an integrated agency team consisting of DraftFCB New York, 360i, Weber Shandwick and MediaVest launched the “Daily Twist” campaign where it reimagined pop culture through the eyes of the cookie snack.
On the 100th day of the campaign, Oreo further engaged its consumers and let them choose what to do with the cookie using a public poll located at Times Square, New York. The winning topic as suggested and voted by Oreo fans through social media was the anniversary of the first high five.
Because of this huge milestone, the company had to begin its campaign with a loud, proud bang – the Gay Pride Oreo.
According to marketing director Cindy Chen, the Daily Twist campaign aimed to filter the world through the playful imagination of Oreo, to deliver “a piece of happiness, a piece of kidlike delight.”
Sparking both controversy and support, Oreo caught the world’s attention. The company began releasing equally creative and clever art for the next 99 days celebrating other events and widely talked-about topics, ranging from the London Olympics to movie premieres, from heat waves to the anniversary of Neil Armstrong’s landing on the moon.
Being purely an online, social and mobile effort to spark conversation, the company saw a total Facebook fan growth of more than a million, a 280 percent increase in Facebook shares, a 515 percent increase in retweets and a total of 231.23 million media impressions. This campaign also garnered four Cannes Lions, including a Grand Prix win in the Cyber Category.
See more Daily Twists here: http://www.oreo.com/dailytwist/
Feat ures OR EO
In the year that followed, Oreo decided to make a bigger impression to the world when the opportunity presented itself. On Feb. 3, 2013 at around 8:30 p.m., the lights went out during the Super Bowl Game. Minutes later, Oreo released what would be one of the most memorable Super Bowl advertisements ever made. The ad subsequently went viral, making headlines with zero media dollars and 525 million media impressions, and garnering multiple awards from Cannes Lions and various other award-giving bodies.
ILLUSTRATIONSEDWARD ILLUSTRATION ROCKYSANTIAGO NACPIL
PHOTOS GOOGLE IMAGES
On May 2013, Oreo and The Martin Agency launched a new campaign called “Wonderfilled” where it asked the simple question, “What would happen if you gave someone an Oreo?”
Features OR EO
Kristin Hajinlian, Oreoâ€™s Brand Manager at MondelÂŻez International, says this about Oreoâ€™s Social Media Marketing: The upbeat 90-second animated advertisement sung by Adam Young aimed to give the audience a childlike sense of wonder with its simplicity and playfulness. Normally opposing characters were depicted sharing Oreo cookies. This showed just how Oreo can turn negative situations into positive ones and reminded adults to notice the small things that can effectively brighten their perspective. This advertisement was viewed more than 82,000 times only a day after it was posted on YouTube. On May 14, more than 500 a cappella singers including Pentatonix sang the Wonderfilled song in various locations around New York City, with Owl City culminating the event at Union Square.
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All the above campaigns prove that through ingenious ways of utilizing social media (such as news and culture-jacking), any brand can become relevant to todayâ€™s generation. Itâ€™s essential to embrace and tap digital channels as they are a key part in day-to-day living. While itâ€™s difficult and tricky to market online, Oreoâ€™s strategies arenâ€™t so hard to replicate. Just stay up-to-date, consistent and frequent in promotions, make use of visuals and donâ€™t forget to entertain.
Pulpy goodness A RTWOR K S
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1 Jezra Naidas, Untitled 2 Erika Morales, “Alex Turner” 3 Den Santos, Untitled
Pulpy goodness AR TW OR K S
4 Viel Vidal, “Ask Me What I Fear” 5 Viel Vidal, “Breaking Point” 6 Lance Tan, “Mr. Owl” 6
7 Paul John Domalaon, “Friendzoned”