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OCTOBER 2013 FIRST SEMESTER AY 2013-2014

It's more fun with Mon J.

Find out how an adman boosted the Filipinos’ image around the world

A Critique on the Sexism of the Axe Apollo Campaign A Feast for the Eyes and Palate Food Photography: Capturing food at its finest

Roads to safety

Discover how advertising saves lives

THE OFFICIAL PUBLICATION OF UP ADVERTISING CORE


juice box letter from the editor | staffbox

Going Further The publication you are holding was once only available to a single group of advertising enthusiasts in UP Diliman: the UP Advertising Core members. But a year ago, the desire of the Juiceletter team to take it further became the reason why a copy of Juiceletter rests on your hands. Hence, on August of 2012, the first issue of the premiere advertising magazine in UP Diliman was rolled out. And it only could get better from there. Although Juiceletter doesn’t come out regularly, this issue is treated as a sortof “first anniversary” offering. This issue marks the ever-present aspiration of the previous and current Juiceletter teams to always take things further. I can confidently say that all the individuals who took on the difficult task of juggling their responsibilities in academics and in this publication never settled with what has been “tried and tested” by their forerunners, a mindset that is also flowing through the whole organization. This time around, the Juiceletter staff wanted to share their insights and knowledge in advertising to more industry hopefuls. Even if the magazine has a digital version, flipping through actual pages while comfortably hanging out with friends in your favorite food or drink establishments around the campus can enhance your appreciation for this issue’s interesting content. More students holed up in libraries can now grab a copy of Juiceletter to take a break from cramming papers because it can now be found sitting in more colleges. Expending our readership means we have to “level up” the content. Nothing’s more awesome than picking the brain of the man who founded PublicisJimenezBasic and the one who transformed the Philippines into a “more fun” nation. Of course, our two lists of ads that entranced the world and our piece on food photography will keep you engrossed. We also bring you additional feature articles that would help you understand the power of advertising.

EDITOR-IN-CHIEF RIZZA QUINTO FEATURES EDITORS RUTH FLORES CHARISSE ORJALO FIFI QUIMBO REGIE UCANG LAYOUT EDITOR TISH VALENZUELA CREATIVES BELA NUNEZ-PAMINTUAN FINANCE AND CORPORATE AFFAIRS JOHN SORIANO HUMAN RESOURCES SHANNON UY PUBLIC RELATIONS & PROMOTIONS RAE DANTES ICE REYES CONTRIBUTORS AJ LELIS BELA CRUZ KERVIN SALAYOG REIN ALVIZ NIKKO PASCUA INTERNS CELINA ALEJANDRO DENISE CASTRO NICOLE CRUZ RIANNE GERONIMO MAISIE JOVEN

I hope I am not the only one excited for the years ahead. This is just the first year and yet, I believe that Juiceletter has achieved so much from only being an internal newsletter for UP AdCore to being the premiere student advertising magazine in UP Diliman. Maybe its because AdCore isn’t used to just taking baby steps Maybe we are more used to taking giant leaps in going further.

EXECUTIVE CORE PRESIDENT JEDO ENRIQUEZ VP FOR CREATIVES JED BERENGUER VP FOR FINANCE AND CORPORATE AFFAIRS DANIELLE VITRIOLO VP FOR HUMAN RESOURCES REGINALD BARON VP FOR PUBLIC RELATIONS AND PROMOTIONS GALE GRIEGO VP FOR SPECIAL EVENTS AND LOGISTICS ICA DUCANES

WHAT DO YOU THINK OF THIS SEMESTER’S ISSUE? SEND YOUR COMMENTS, QUESTIONS AND SUGGESTIONS TO upadcore.teamjuiceletter@gmail.com DON’T WORRY, WE WON’T BITE.

Rizza Anne Quinto EDITOR-IN-CHIEF

THE UP ADVERTISING CORE (ADCORE) IS THE ONLY STUDENT-RUN, NOT-FOR-PROFIT ORGANIZATION AND STUDENT ADVERTISING AGENCY BASED IN THE CESAR EA VIRATA SCHOOL OF BUSINESS OF THE UNIVERSITY OF THE PHILIPPINES, DILIMAN. THE JUICELETTER IS THE OFFICIAL PUBLICATION OF THE ORGANIZATION.


OCTOBER 2013

contents on the cover 09 AdMark

Marking the industry one person and agency at a time

It’s More Fun With Mon J. 16

AdList

List of Everything Advertising

Roads to Safety 19

AdCritique

01 AdSights

16AdList

Advertisments in spotlight

Axe Apollo: Is Sexism Effective for Sales? 21

AdWork

The advertising to do work

Bon Apetite! 19 AdCritique

features 20

Advertising Goes “Pop” 23

Keeping Up with Lightning: 2013 Digital Trends

04 AdBrand

21 Adwork 01

AdSights

People, Events and Everything AdCore

04

AdBrand

History of Advertising Greatness

Milo: Building a Generation of Champions 07

AdCareer

Is strategy planning the right path for you?

Middlemen

12

AdList

A List of Everything Advertising

The Tours de Force in Advertising 25 Pulpy

Goodness

Freshly Squeezed Creativity from AdCore


Adsights On the Road to Creative Ingenuity There is no doubt that past, present and future AdCore members are brimming with potential and advertising prowess. The following events were held to bolster their skills and to broaden their perspective on the corporate world. The things they learned through these activities partnered with their blazing enthusiasm set a steady groundwork for the projects they will plan in the future. Through this continuous process of learning, AdCore is made fully equipped to prosper in the culture of creativity.

1 Laying Out the Basics Around 30 participants attended the first design session of “How I Made Your Pubmat,” a series of classes of the AdSchool project, held last July 17 at the Virata School of Business. Last year’s Vice President for Creatives Nikko Pascua imparted basic design, layout, and typography tips to the AdCore members during the talk. 2 Passing on a Legacy of Creativity Vice President for Creatives Jed Berenguer accepts a Certificate of Appreciation from AdSchool project head Carlos Quimpo for holding the second design session of the “How I Made Your Pubmat” mini-series at the Virata School of Business. The hands-on session, which was conducted last July 24, focused on Photoshop fundamentals.

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3 A Productive Adventure Fifteen AdCore members got a chance to visit FluidPost, an audio and video post-production house, last July 25 to experience firsthand how professionals accomplish the post-production process. The members were toured around the workplace and were introduced to the various softwares and equipment used in the postproduction. 4 When the Generals Return. AdCore members snap a picture with two prized former members, Adrian Manlapig and Kite Pamintuan. Last July 27, Manlapig and Pamintuan shared how their experience as a member of AdCore guided their journey in the tough corporate world in a talk organized by the AdHere team. 5 A Salute to AdCore. Members and applicants flocked to the Virata School of Business to witness the comeback of two AdCore alumni who generously gave inspiring speeches in a memorable event headed by Human Resources Assistant Vice President Abigail Reyes.


Adsights 1 Future Additions Held last July 5 at the Virata School of Business, AdVent--the AdCore applicants’ orientation-was attended by more than 100 aspiring members. The event was “neither a success nor a flop” according to team AdDition’s project head Benjie Aquino although members and applicants alike had fun. AdVent, which is aimed at informing and inviting everyone interested in continuing the AdCore legacy, resulted in 130 applicants this semester.

3 Hitting Those Notes Kean Cipriano joins Gracenote on stage to belt out the band’s hit song “Pwede Ako.” Vocalist Eunice Jorge’s windswept hair and perfectly hit high notes paired with Kean Cipriano’s gruff voice and magnetic charisma effectively roused the crowd and incited swooning fangirls and fanboys alike.

2 Next Stop: Rakrakan Passing by the AS parking lot on the night of July 5 would give you this scene: deafening screams, synced applauses, fists in the air and smartphones held up to take pictures. The swarm of freshmen gathered at the concert grounds made sure that their energy could be at the same level as the onstage performers’ dynamism during the Freshie Concert. The concert that featured stellar OPM bands like Rivermaya, Callalily, Gracenote, Save Me Hollywood, Banda ni Kleggy and Sandwich is the last leg of UP Freshie Week 2013.

4 A “Trashy” Affair On May 24, the organizations based in the Virata School of Business participated in “Bagsakan,” the annual recyclables drive, with the hopes of snagging a freshman block to handle in the coming school year. After rummaging for cartons, newspapers, phone books and even broken rice cookers and electric fans, AdCore came in second and rightfully earned their precious freshman block.

5 FAO Awards Summer Victory Four of UP Advertising Core’s promotional campaigns were recognized in the first Federation of Advertising Organizations (FAO) Awards Ceremony that was held last April 20 at the Virata School of Business. On top of that, the organization bagged the Organization of the Year award. FAO which is established by the Philippine Association of National Advertisers (PANA) foundation, is a coalition of advertising students and allied courses from various colleges and universities in the Philippines.

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Adsights Who said advertising is all work and no play? Or that AdCore can’t do both at the same time? From parades to races to building brands to winning awards to generally just having a good time, AdCore is your best bet. 2 Taking Center Stage. The powerful partnership of AdCore and UP Junior Finance Association (JFA), otherwise known as Fadcore, brewed up a staggering performance for OrgPres which is the annual interorg competition showcasing the talents of the members through a series of entertainingly bold presentations complete with flashy song and dance numbers. Orgpres was held last August 30 at the Amorante Theater with the theme “Sex & the City.” Having successfully incorporated the theme with other story elements like Sailor Moon, Ghost Fighter, Kim Chiu, Gerald Anderson and London, Fadcore was able to bag the special awards for Best in Production Design, Best Actor and Best Actress and also placed 1st Runner Up in the overall ranking. 4 Thank God it’s Adcore Friday. Dozens of members and applicants attended AdCore’s General Assembly last August 16 at the Virata School of Business where teams like AdVocate, AdHouse, AdVenture, AdDition and BrandHub 1 gave updates on the organization’s steps to yet another amazing AdCore semester. 6 A Network of Ideas. Vic de Vera from Widescope Advertising Agency uses a diagram to illustrate the essentials of effective advertising in today’s ad industry. Held last September 5 at the Virata School of Business, this was the first session of the AdVance marketing seminars.

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1 Hard to Break Applicants were grouped into five for a day filled with fun, games, and an amazing race. Held last August 10 at the UP Amphitheater, AdAmance is the future members’ bonding session. Team AdDition project head Benjie Aquino explained during the event that the word “adamance” means “hard to break,” which is how we all hope the future members’ relationships with each other, with the members, and with the org will be. 3 Hear, Hear. The Knights Have Arrived. On the fair days of August 27-30, a grand Medieval Parade led by the Mushroomburger knight in full armor was mobilized. The gypsies, peasants, monks, merchants, squires and musketeers of AdCore visited org tambayans in different colleges to promote Game of Grub and to give out gift certificates. They were able to journey to Palma Hall, College of Arts and Letters, College of Engineering, Virata School of Business, College of Home Economics and Vinzons Hall in their quest of finding student organizations to compete in the Grand Pakain photo liking contest. Wherever the Mushroomburger knight may go, bountiful blessings in the form of savory meals are sure to follow. 5 Two Brands in One Picture. Filipino YouTube comedian-singer Mikey Bustos lifts the AdCore logo for the cameras during AdCore’s Alternative Classroom Learning Experience entitled “Advertising Yourself: Building Your Own Brand” held at the Virata School of Business last August 29. Together with Vince Golangco of When in Manila, they talked about how branding is fundamental to success in any field.


BUILDIN G A GE N E RA T IO N OF C HA M PIO N S Compiled by Cha Orjalo and Rizza Quinto “Great things start from small beginnings…” This phrase surely rings a bell. Everytime the jingle carrying this line goes on air, every Filipino household knows what it is—Milo. But aside from that catchy line, what makes MILO close to the hearts of Pinoys? The magic of MILO to its consumers is not only about the health benefits from the drink itself or the sports programs it offers, but also what has become of the people who believe in the brand. MILO has featured several successful athletes from the past up to the present generation. Some of them were Christine Jacob, Lydia de Vega, Japoy Lizardo, and Chris Tiu who made marks by being a champion in their respective fields. MILO commercials stress that bringing out the best in every individual, regardless if he/she is an athlete or not, is the brand’s goal at the end of the day. Milo is one if not the most popular sports drink in the Philippines. It was developed by Thomas Mayne in 1934. Filipinos back then had to wait three decades before Milo hit the shelves in 1964. Named after the exceptionally strong Greek character Milon, this drink had successfully tied itself to health and wellness.

“Milo everyday!” It was in 1986 when the extremely memorable “Milo-A-Day” jingle first hit the airwaves.

“Get Your Child Into Sports” At this point, Milo was encouraging its market to not only chase after victory but also to go after the values that would strengthen their character.

“Let’s Get Into Sports” Milo’s golden boy Japoy Lizardo, who made waves in the early 2000s with his astounding prowess in taekwondo, first appeared in the drink’s TV commercial back in 2001.

milo at 1934 04


ad Brand M I LO

“Milo everyday!” It was in 1986 when the extremely memorable “Milo-A-Day” jingle first hit the airwaves. To this day, we still tap our feet to the melody. Bea Lucero, who would win an Olympic bronze medal in Taekwondo after six years, portrays a young girl who juggles school life and rigorous gymnastic trainings. Drinking Milo everyday pulls her through hence the line that stood the test of time: “Milo everyday!” “Get your child into sports” A year after Bea Lucero kicked her way into earning an Olympic bronze medal, she went back to endorsing Milo by providing the perspective of an aspirational youngster in a TV commercial. In this campaign, Lucero along with Akiko Thomson who was a young athlete too, didn’t dwell on their awards but on the discipline, resilience, and maturity they were able to develop because of their engagement in sports at a young age. At that point, Milo was encouraging its market to not only chase after victory but also to go after the values that would strengthen their character. This deeper emotional appeal can be seen coursing through most of Milo’s ads. “Let’s Get into Sports” Milo’s golden boy Japoy Lizardo, who made waves in the early 2000s with his astounding prowess in taekwondo, first appeared in the drink’s TV commercial back in 2001. Again, the ad zeroes in on a value, in this case respect of a student to his master or teacher. With Milo’s emphasis on values, its ads were

“Every Child can be amazing so move with them” “Mondial” which means “to involve the world” was the theme that ran through this TV commercial. It featured three young exceptional athletes— Japoy Lizardo, Nica Catapatan, and Chris Tiu.

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able to convey a more grounded message. Milo is not only for multi-medalists or proteges but also for children who just want to triumph in life by having an admirable character. “Every child can be amazing so move with them.” “Mondial” which means “to involve the world” was the theme that ran through this TV commercial. Featuring three young exceptional athletes—Japoy Lizardo, Nica Catapatan, and Chris Tiu—who were most likely the heroes of aspiring young athletes then. Here MILO showed how children need to be inspired, led, and guided in order to draw out the champions in them. Milo believes in the potential of Filipino children and in the importance of acknowledging their talents to keep them moving forward. “Luwas” Filipinos, no doubt, are world-class. In this commercial, child athletes were sent to a foreign country to represent Philippines for a match that they eventually won. With the right amount of energy and with the care and support given by their families, young Filipino achievers can be at their optimum level to bring honor to their home country. Another thing that makes this commercial dear to us is its portrayal of the close relationship Filipinos have with our families, especially toward our mothers. “Unleash the champion within” “I am a warrior. I have the skill. I have the will to never back down. The energy of a charging army is in my veins. The

“Luwas” With the right amount

“R2: Refuel, Re-energize”

of energy and with the care and support given by their families, young Filipino achievers can be at their optimum level to bring honor to their home country.

In this activation, MILO reminded working adults, who were dubbed as the everyday heroes, the importance of looking after themselves.


adBrand MIL O

strength of a mighty fortress is in my bones. That’s the only way I play.”

With discipline comes a true athlete. “Milo Marathon”

This MILO commercial featured two hardcourt idols—Chris Tiu and JV Casio—whose “fighting spirits” clashed. Just like every athlete there is, each has his own strengths in playing. Fuelled by the nutrients of the new MILO 3 in 1 for adults, adults were challenged to unleash the champions within them for age does not completely limit and define you.

Since it started in 1974, Milo marathon has been at the forefront in promoting amateur sports. In recent years, the running event went beyond upholding sportsmanship. They added in advocacy to the mix by giving out thousands of running shoes to less fortunate children especially to those living in far flung areas of the Philippines.

“Honesty: it makes your child a champion” True to the theme of value formation in previous MILO commercials, the advertisement’s main character, Annie, exhibited the value of honesty. It was also implied that values start from the family. A reference to the basic social unit was made with “Annie the Honest” reflecting on her mother’s reminder to be honest at all times. “Ang batang champion…” In line with MILO’s goal of values formation, this three-part MILO short was also about the way a child becomes a champion by understanding moral standards early in his/her life. Featured in these shorts are three children: Pacey Pursigido who always finds ways to make things work, Matt Matulugin who made it his mission to help others in need, and Maki Makatarungan who advocates the virtue of equality. At the end of each short are tips on addressing the difficulties that children typically experience in school. “Champions are not born, they are raised.” Luck and blood are just few of the things that enable an athlete to outshine others but definitely not enough to outlast them.

Milo tried their hand at producing longer commercials with stirring narratives a couple of years back. A hand drawn foot with a child’s name written on it became the icon of 2010’s “The Gift” and 2011’s “Ambisyon.” The ads tell stories of small-town children with big dreams and how a simple pair of shoes could help them take a step --or maybe a leap--to reach their ambitions. In 2012’s “Mang Felix,” the ad focused on the marathon’s enduring position as the biggest and most prestigious running event in the Philippines. The video, which ran for almost three minutes, revolves around tough Mang Felix who, despite his very old age, continues his three decade tradition of running in the Milo marathon. “R2: Refuel, Re-Energize” In this activation, MILO reminded working adults, who were dubbed as the everyday heroes, the importance of looking after themselves. Eating and drinking healthy isn’t the only way to lead a nourishing lifestyle. Avoiding sedentary activities is also a must. Given that, MILO encouraged adults to not only have a working-self but also a sports-self to keep their bodies fit.

Unleash the Champion Within This MILO commercial

Honesty: it makes your child a champion The

Champions are not born, they are raised With

featured two hardcourt idols— Chris Tiu and JV Casio—whose “fighting spirits” clashed.

advertisement’s main character named Annie exhibited the value of honesty.

discipline comes a true athlete.

Milo Marathon In recent years, the running event went beyond upholding sportsmanship.

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ad Career M I DD LE M E N

M I D D L E M E N By Ruth Flores

At some point, we’ve all shared this misconception that there are only two crucial departments in an advertising agency: the accounts and creatives. One will be surprised to know that these two can only do so much without the help of the strategy planning department. Strategy planning started out in the early 1960s. This, however, is still a fairly new practice in the Philippines which is why there are still a few ad agencies in the country that have a strategy planning department.

The client brief includes the current problem the brand is facing, the insight of the target market, and the brand opportunities.

In a nutshell, strategy planning provides direction in achieving the goals and objectives of a brand campaign and envisions ways to communicate the brand to the target market.

The creative team grounds their visual ideas to the brand strategy that was based on the strategic planner’s interpretation of the client brief. A strategic planner also ensures that the creative team sticks to the execution the former suggested in the brand strategy.

Juiceletter had the privilege of interviewing Nate Dy-Liacco, a strategy planning director from McCann Worldgroup Philippines, to shed more light on this profession.

Although the creatives also have a say in the execution, planners are still encouraged to keep an eye on the most freethinking employees in the agency.

Right off the bat, he admitted that being part of the strategic planning department wasn’t the job he first aimed at.

“We cannot leave the creatives [to] do their own work after we brief them on what we want to have. It’s not wrong but it comes with the nature of the job [and] the kind of people they are. Creatives are usually playful. I mean, that’s what makes them creative in the first place, right? It’s not unusual for them to depart. It’s not intentional for them to go astray or off-strat. These people will, one way or another, because of their playfulness, stray from the brief. Creatives attack briefs in different ways an account manager or a strat planner would usually do and vice-versa.,” Mr. Nate reasoned out.

“The way to find yourself in strategy planning is so much different for everyone. Some start out as strategy planners, others don’t. As for me, I never knew of such department until after four years of working as an accounts person,” he said. Upon graduating from the Ateneo De Manila University with a degree in Management in 2005, he immediately worked for TBWA MangadaSantiagoPuno as an accounts manager. Some of the notable accounts he handled during his first stint as an adman were Globe, Adidas and Visa. When he entered McCann, he shifted to handling the Unilab and Coca-Cola brands. He was appointed as the department’s director on May 2012. On-Strat Creativity When the client provides the brief, it doesn’t go directly to the creatives department of the ad agency.

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“The strategy planning department is the first creative lead in coming up with ideas for the client’s brief,” dy-liacco explained

Mr. Dy-Liacco, who is also a part-time marketing professor for his college alma mater, sets the record straight on how one can differentiate a strategic planner from an accounts manager. “The accounts department is the client’s alter-ego inside the agency for the people working under it are the ones facing the clients,” he explained. As detailed by Dy-Liacco, account management also entails spearheading the campaign’s over-all logistics and


adMIDDL Career E MEN

scheduling internal meetings with the producers and the creative teams of the agency. As the manager for an entire project, they basically act as the mediators among the strategy planners, the creatives and the client. Being an account person, according to him, is all about paying attention to detail and having solid management skills. Hitting the “big idea” with the right strategy A certain project doesn’t have a specific duration because strategic planning will always depend on the primary problem indicated by the client in its brief. One can come up with the “big idea” at times when he/she least expects. The big idea is the most essential part of the campaign since this is where the ad agency will base the rest of their executions from. One would also expect that this is the hardest to come up with. “Sometimes you’re driving home or you’re in the shower and the idea pops in. Sitting down with pen and paper doesn’t really work. At least for me,” Dy-Liacco said with a smile. “But if the strat team composed of three to five people observes a standard deadline, it should already have an output within 3-5 days,” he added. Every step in the strategy planning process is equally challenging. But like many things, the level of excitement isn’t the same all the time. When asked what a typical day in his life is like, he simply answered “There is no typical day in advertising. Sometimes you have this very lengthy to-do list. Other times you’d go to the office and check your calendar and there’s nothing in it but for whatever reason, you end your day later than usual.” Among other things, this is primarily because of changing consumer wants and needs. He said that their strategy could immediately be affected once competitors make a compelling move.

Now, do you think being a strategy planner is your calling? Then Dy-Liacco, who has already dealt with top notch brands like Nestle, has some advice for you. Having an inquisitive mind would be your ticket to success. You should also have the passion to dig for several truths from different cultures and consumers. Another thing you should have, according to him, is clear thinking. This is because a strat planner manages a lot of information. In addition to that, strat planners need to find the connection in every bit of data to make sense of them. It also helps if you are a well-rounded person because many individuals, specifically clients, will be asking for your point of view. But, as he quickly pointed out, you don’t necessarily need to have all the answers.

“A strategy planning person just got to have an educated opinion about everything,” he clarified.

Being a team leader, or being a team player at least, also helps because planners will be working with a team for the duration of the project. Patience can also come in handy. “But on second thought,” Dy-Liacco shared, “it helps but it isn’t really that important. I am a very impatient person eh.” Many organizations consider strategy as the most important ingredient to their success and an advertising agency is no exception to this. An ad doesn’t settle for something halfbaked. The problem and opportunity provided by the brief can’t be translated directly to a campaign. A firm and wellgrounded idea from a strategy planner should be inserted somewhere in the middle.

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ad Mark DOT SECR ETARY MO N JIME N EZ

It's more fun with

Mon J. Words by Fifi Quimbo

Interview by Fifi Quimbo and Nikko Pascua

ILLUSTRATION

TISH VALENZUELA

The momentum of Philippine tourism remains unfazed with record breaking tourist arrivals. Clearly, having a veteran adman at the helm of the Department of Tourism (DOT) did wonders for this sector.

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adMark

D O T S E C R E TAR Y MON JIMEN EZ

“You kind of learn to assert yourself and to be clear about what you needed, what you wanted, [and] who you were.” As the car slowly rolled up Teodora F. Valencia Circle in Rizal Park, imposing saffron letters spelling ‘Department of Tourism’ came into view. “Is this really it?” I asked Nikko, who tagged along as my photographer. He shrugged and smiled. The massive building was indeed intimidating with its stern Neoclassical facade casting harsh shadows onto the street. It looked empty and uninviting. I felt my lunch lurch up my throat. For a moment, I wanted to turn the car around and leave. We pulled into the lobby, which was located in a hidden side entrance of the behemoth building that almost made me lose my lunch A guard in a crisp navy blue camisa de chino welcomed us with a “Good afternoon, ma’am and sir!”--I was expecting the proverbial “maamsir,” a hilarious error all too common these days. I relaxed a bit. In unflinching English, he asked us whom we were meeting, if we had an appointment, and what time. Within a few minutes, another guard in a blue camisa de chino escorted us to the elevator and to Secretary Ramon “Mon J” Jimenez Jr.’s office in the fourth floor. It saved us the trouble of having to navigate the cavernous building. We waited in the anteroom before we were escorted to Secretary Jimenez’s office, a spacious room with polished wooden accents that reminded me very much of an English library. The ‘Origin’ Story Jimenez is a consummate communicator. You can see it in the way he carries himself. He replies to questions with the utmost brevity and clarity, choosing his words carefully but never missing a beat. Listening to him is like listening to a new charismatic professor—you take in every word regardless of any previous impression. It’s difficult to pinpoint what made Jimenez who he is. On one hand, he was the fourth in a family of ten so Jimenez had to set himself apart from his siblings. “You kind of learn to assert yourself and to be clear about what you needed, what you wanted [and] who you were,” he said.

On the other hand, he had excellent training. He studied Visual Communication at the UP College of Fine Arts and trained in Ace Compton Advertising (now Ace Saatchi & Saatchi) before joining his wife, Abby, in Jimenez & Partners. “Abby started the ad agency. I didn’t,” he said. He paused, then, with a chuckle, said “She was the more courageous one. You [girls] usually are.” Working with his heroine In Jimenez’s opinion, the joint managership of the agency, which is now Publicis JimenezBasic, had a positive influence on the quality of their work. “Abby and I worked across partner’s tables--this desk and another desk--facing each other,” he shared. “Married couples [sic] would say, how can you stand it? My answer of course was, be careful kayo, you’re saying more about your marriage than ours. What do you mean, how can you stand it? Of course we can stand it; we like each other,” he continued. Given the nature of the communications business, Jimenez believes that having someone to keep you grounded protects you from misguided notions. He also believes that having your spouse as a business partner gives you no reason to question her motives, since you both have the same bank account. ‘It has always been about the people’ For his numerous successes in the private sector, Jimenez considers his work in DOT his real livelihood. “In 2010, I thought I was going to retire. And then I realized the 37 years I spent in communications were really just a rehearsal for what I’m doing now,” he mused. Although advertising agencies in part prepared him for his responsibilities in DOT, the experience is different. “Pahapyaw lang ang tama mo [sa ahensya]. Mababaw lang. (Your impact is fleeting in an agency. It’s superficial.) The consequence of failing is not as serious as what I have to do now. Today, of course, I cannot afford to fail. My people’s dreams depend on it. While I may not directly be affected [sic], you take that as your responsibility.” Making the Philippines as attractive as possible to the tourists is crucial. However, given certain realities, we cannot claim our country as heaven on Earth. “The Philippines is by no means a paradise,” Jimenez said.

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ad Mark DOT SECR ETARY MO N JIME N EZ

“It’s terrible in the Philippines. There are so many disadvantages,” he laughingly admitted. Most people would agree with that sentiment.

2001

Basic infrastructures like education, transportation, and power are at their infancy well into the 21st century. A thick smog hovers over the metro, turning everything grey and dusty and propagating an atmosphere of melancholy and hopelessness. Furthermore, the country is constantly in peril of floods and earthquakes. Despite these drawbacks, Jimenez acknowledged that, “If nothing else, we’re more fun.”

The ITB and WTM award-winning campaign, which included catchprases such as “More Than the Usual,” was supported by Richard Gordon throughout his tenure as Tourism Secretary. It was briefly resurrected

“It has always been about the people,” he added, “and that the brand is in fact the Filipino, and not the Philippines.”

after the Pilipinas Kay Ganda disaster.

2010

The much-anticipated rebranding of the Philippine tourism industry was nationally panned as accusations of plagiarism were lobbed against the campaign which then DOT Secretary Alberto Lim admitted himself was rushed. The backlash allegedly prompted Lim’s resignation.

2012

The current campaign, crafted by BBDO Guerrero, was readily embraced by the internet community, spawning memetic gems that DOT was able to utilize on their collaterals

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This is reflected not only in the It’s More Fun in the Philippines campaign, but also in the way Jimenez runs DOT. Against the gloomy institutionalism of the DOT building, he is careful to showcase the Filipino in the way that his staff talked, dressed, and acted. We felt comfortable even in this new and intimidating environment. On the car ride back to UP, Nikko and I tittered about our experiences in DOT. You can’t help but fawn over what Mon Jimenez has contributed to the country’s advertising and tourism industries. He is quick to shrug off any credit, but one has to realize—and admire—the breadth of his understanding of his field, his audience, and his mission. His insights are our souvenirs from our trip to DOT. And we’re sharing them with you.


adList

TOUR S DE FOR CE

the tours de force

IN ADVERTISING Compiled by the JuiceLetter Staff

A lot of people like to bash the advertising industry just for the fact that it tends to mercilessly invade our day-to-day activities. To make things worse, some ads irritate people with their pointlessness and tastelessness. But some ads do stand out from the clutter hence bringing back one’s faith to the industry. With these ads’ clever and one-of-a-kind spins on hackneyed advertising messages, one cannot help but think how the industry can produce works with strokes of ingenuity. Juiceletter gives a rundown on some of the gems in advertising as recognized by established local and foreign award giving bodies.

Araw Values Awards 2012 Creativity may get a brand noticed but once it is coupled with genuine values that appeal to Filipinos’ national consciousness, humor and heart, that’s when a brand makes a lasting impact. The slogan “Let Filipino Values Shine” encapsulates the desire of the award-giving body to enhance social responsibility in the marketing communications industry by recognizing campaigns that promote Filipino values. For the year 2012, two advertisements hauled in the prestigious platinum award which is said to be seldom granted. McCann Worldgroup Philippines had the highest number of accolades with three golds, four silvers and eight bronzes aside from the much coveted platinum award. Rizza Quinto

The Coca-Cola OFW Project McCann Worldgroup Philippines Reverence for Family, Unity, Marriage and Responsible Parenthood The viral video reached a million hits 72 hours after its launch, trended worldwide on Twitter and was shared 700,000 times by local and international netizens. It became the world’s most shared video during its peak. The ad did not only induce tears from the Filipino community which has the OFW phenomenon ingrained in its culture but also appealed to the international audience with its raw and heartwarming depiction of longing, surprise and of course, happiness through its documentation of the homecoming of Joe Marie Ballon, Leonie Villanueva and Joey Doble.

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ad List T OUR S D E F O RCE Choose Philippines - Penumbra ABS-CBN Corporation Love of Country and Respect for National Customs and Traditions Choose Philippines is an international tourism campaign effort launched by ABS-CBN in 2011. Its website choosephils.com is considered as the first geo-social networking website on travel, places, events, food and people of the Philippines. The music video for “Piliin Mo Ang Pilipinas,” a song performed by Angeline Quinto, made jaws drop as the treasures of the country were artfully and mesmerizingly presented through a shadow play, a technique that broke into mainstream television because of El Gamma Penubra troupe — a Pilipinas Got Talent finalist.

University of Asia and the Pacific Tambuli Awards 2013 For seven years, the Tambuli trophy has been awarded to individuals, companies, and agencies that have produced Integrated Marketing Communication campaigns that promote and uphold positive social values. Winning Effectiveness Creative Agency of the Year is McCann Worldgroup Philippines, capturing a whopping ten awards across categories. The Carmencita Esteban Platinum Award went to the Philippine Department of Tourism’s massively viral It’s More Fun in the Philippines campaign. The DOT also won Effectiveness Advertiser of the Year. Fifi Quimbo

It’s More Fun in the Philippines BBDO Guerrero Creative Effectiveness (Gold) Innovative and Integrated Media (Gold) Insights and Strategic Thinking (Silver) It’s More Fun in the Philippines is a viral campaign aimed at revitalizing the local tourism industry. Netizens were encouraged to upload their photos and tag them with humorous phrases that answered why it is “more fun in the Philippines”. It successfully presented the country to the global audience by crowdsourcing experiences from the people who know and love the Philippines best—Filipinos.

Adobo Design Awards 2013 Now on its fourth year, Adobo Design Awards recognizes designs that promote advocacies and works that advertise people, products, companies or brands. It was first introduced in 2007 by Adobo magazine, the Philippines’ premiere advertising and brand communications publication focusing on culture and design. Here are the results of the 2013 Adobo Design Awards held at the Ayala Museum last April 26. The Professional category is the competition’s main category. It is open to all foreign and Philippine-based professionals, either individuals or companies. Ruth Flores

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adList

TOUR S DE FOR CE

Desperate Animals M&C Saatchi Kuala Lumpur Best Design, Press & Poster Category

WWF “Nightlife” Leo Burnett Manila Best in Show In celebration of this year’s Earth Hour, Leo Burnett Manila produced an enthralling 45-second presentation of what happens when all the lights disappear. The same also won Gold for Best Design in Broadcast Animation.

Cannes Lions International festival of creativity 2013 Held every year in June, the Cannes Lions International Festival of Creativity is a global event which is often called the “world’s biggest ad festival.” With a history that dates back to 1954, the International Festival of Creativity is the most prestigious event in the advertising community worldwide. Close to 300 members of the advertising community are invited to Cannes, France to serve as jurors. This year’s festival took place from June 16 to 22. This year, the Philippines submitted 30 entries to the festival, but only a select few were given the chance to participate in the awards show. Here is a list of the winning advertisements from our very own advertising agencies. Nicole Cruz and Maisie Joven

Smart TXTBKS Smart Communications DDB DM9JaymeSyfu Smart, with the help of local textbook publishers, programmed hundreds of lessons into an easy-to-use sim card to increase availability of e-textbooks through the use of old analog phones.

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ad List T OUR S D E F O RCE Energizer Schick Exacta Razor Icons Schick JWT Manila To promote Schick to the male population, these posters featured stark images of four male icons notable by their facial hair.

Dengue Bottle Maynilad Water Services Y&R Philippines The campaign intends to cut down dengue cases by 55% by informing Filipinos of how simple materials like yeast, sugar, and clean water can help prevent the spread of the disease.

Screen-Age Love Story PLDT MyDSL Ace Saatchi & Saatchi Manila The advertisement highlights the importance of digital communication in creating strong family connections by focusing on the interactions of the Lorenzo household. Here, the family supports Derek in his quest to find a new “love interest� via the internet after Anna, his previous crush, rejected him.

Olympic Shirt Flag Procter & Gamble Ace Saatchi & Saatchi Manila Citizens from all over the country collaborated to arouse nationalism by contributing a part of their t-shirts for the creation of the Philippine flag during the 2012 London Olympics. Twelve Philippine flags were formed after all of the contributions were sewn together.

This goes to show that the Philippines is at par with other countries when it comes to advertising, and that the future of Philippine advertising is in good hands with the current generation of brilliant and innovative minds.

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adList

R OADS TO S AFETY

RO A DS TO S A FET Y COMPILED BY Cha Orjalo and Maisie Joven

Every person has a duty to know and understand the law. But in the world today, there are some people who take rules for granted and end up in dangerous situations. Now, how can public service change its game and spice things up a little? Here are some of the most creative public safety campaigns around the world that left an impact on how society valued their well-being.

“Dumb ways to die, so many dumb ways to die” (Australia) This line was used in the catchy and upbeat song featured in a safety campaign video. It’s so catchy that you will end up remembering what the song is aiming to remind you. The three-minute video was created by McCann Melbourne for Metro Trains Melbourne. Combined with the catchy “Dumb Ways to Die” song, cute and colorful characters dying from silly things were shown. Some of the silly deaths resulted from taking out-of-date medicine, eating a tube of superglue, and inviting a serial killer to your home. The video stressed that the dumbest ways to die were to stand on the edge of a train station platform, to drive through crossings, and to run through rail tracks.

Cute and colorful characters singing and dancing to Dumb Ways to Die

When these things do happen, one couldn’t help but ask: “Really? Who does that?” Hence, McCann Melbourne came up with this safety campaign that engages audiences who are indifferent with public safety messages. In effect, this campaign helped reduce more than 30% “near-miss” accidents. According to Metro Trains, from 13.29 near miss per million kilometers in November 2011 to January 2012, it dropped to 9.17 in the November 2012 to January 2013 time period. Without a doubt, this campaign deserved to bag five grand prix awards in film, radio, PR, direct and integrated categories of the Cannes International Festival of Creativity. It has become the most successful ad campaign in the history of the said ad festival. Today, it has more than 58 millions views on YouTube.

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ad List ROAD S TO SAF ETY Sussex Safer Roads – Embrace Life (England) This award winning seatbelt advocacy ad was introduced in 2010. It was first aimed at reaching out to the community in Sussex, a historic county in South East England. According to Embrace Life’s writer and director, Daniel Cox, “the project was fuelled by the passion to create an uplifting and engaging film for all viewers, be they drivers or passengers.”

Secures like a family’s embrace.

In the 90-second campaign video, a father was cheerily acting out his driving to his daughter and wife. Moments later, the father stops and demonstrates what it would be like if he encounters an accident. Here, the daughter and wife run and lock their arms around the father like seatbelts, saving him from the broken pieces of glass. “Embrace life. Always wear your seatbelt.”

Axion- Road Safety Message (Belgium) Do you ever value the seatbelts in your car? Most times, we take wearing seatbelts for granted, thinking they wouldn’t be of much help. This wrong outlook is what Axion’s Belt Up commercial addressed in 2002. It made use of the truth that death comes easy to people who fail on taking even the simplest precautions.

The commercial featured friends who met an accident. When their car hit a tree, the person sitting on the driver’s seat immediately died and his soul went straight to heaven. The person sitting on the front passenger seat was tangled to his seatbelt which left his soul trapped inside his body. Do you still look at seatbelts the same way? Remember, “Heaven can wait. Belt up.”

Pasig’s Not So Pedestrian Lanes (Philippines) There is a different kind of pedestrian lane in Pasig. In July 2011, advertising agency IdeasXMachina (IXM), with the support of the Pasig local government, launched its project called Not So Pedestrian Lanes in many Pasig areas like C5 and Bagong Ilog Elementary School. These lanes are painted to look like an isaw, a giraffe, a xylophone and around 30 more surprising designs to encourage more people to use pedestrian lanes. In June 2011, the local government of Pasig reported 36 street accidents linked to jaywalking. After one month of the project’s implementation, reported accidents were reduced to zero. The designs also reached around 40,000 shares and likes in Facebook, and in addition, IXM received a Silver Tambuli Award in the UA&P Tambuli Awards 2013 for this project.

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Lane designs installed on Pasig streets include an isaw, a giraffe, stairs, a long-necked person, the Nokia snake, and a xylophone.


adList

R OADS TO S AFETY

Interactive billboard in Papakura, New Zealand that bleeds when it rains. Rain Changes Everything (New Zealand) Road accidents aren’t new to us especially during the rainy season. However, these aren’t just accidents. These unfortunate incidents are mostly caused by human error. Failing to take extra care on the roads can not only risk your life, but of the people near you. Heavy rains after summer bring the highest death toll on New Zealand’s roads. In Papakura, New Zealand, Colenso BBDO put up this billboard of a child whose face bleeds when it rains. It’s a frank way of reminding people that rain can change everything. With the dangers that this billboard reminded the motorists, there were no deaths during that Easter period.

Army Road Traffic Accident (United Kingdom) “It’s not just you that will feel the impact.” Riding motorcycles is convenient in escaping traffic, but on some occasions, motorists forget about road safety hence people close to them also get affected by their mistakes. This was reiterated in Golley Slater’s 70-second video that tugged the audience’s hearts. In the storyline, a British soldier was about to go home. His family, at the same time, was having breakfast. On his way home, he rode a motorcycle and sped off the road with trucks on his side. Upon meeting an accident, his family was shown feeling the blow of the impact as well. The campaign was designed to shift the behavior of motorcycle drivers to reduce road accidents. As the name “Army Road Traffic Accident” implies, the campaign centered on off-duty British troops who drive recklessly. According to statistics, these men, whose ages range from 17-24, are 2.5 times more likely to be involved in road accidents. Despite being centered on men in the army, the campaign’s core message does not shy away from what everyday motorists may encounter.

Impact. The accident and the crumbling house were shown simultaneously.

Based on studies, 54% percent of troops who saw the video said they would change the way they drive.

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ad Critique A XE AP OLLO

A X E

A P O L L O :

is sexism effective for sales? by Nica Cruz and Celz Alejandro (The opinion of the writers does not reflect that of the magazine and of the organization.)

AXE, the global deodorant brand, generated a worldwide spark last January 9 with the campaign of its newest fragrance, Apollo. With the unveiling of the AXE Apollo Space Academy (AASA), 22 people will not only smell good but also get a once-in-a-lifetime opportunity to go to space. Yes, actual space. AXE, also known as LYNX in other parts of the world, jumpstarts the said campaign with commercials announcing the new product line as well as a contest that promises a trip inside Lynx—a suborbital space plane developed by XCOR Aerospace. The brand partnered with Space Expedition Corporation (SXC) to secure 22 seats, with the price for each flight usually being pegged at $100,000. Also hired by the brand was Buzz Aldrin, a former astronaut who announced the contest in a private media event in Manhattan. AASA is open to 60 countries and is inviting people to sign-up at AXEApollo.com to create an astronaut profile, to tell the world why they deserve to go to space, and to get enough votes to go to the AXE Global Space Camp in Florida where they will be competing against each other to get that out-of-thisworld ticket. Literally. It seems, however, that AXE is sending not only astronauts wannabes to outer space, but also a rather sexist and confusing message to people worldwide. On February 3rd this year, during the annual Super Bowl, AXE premiered a commercial that features a woman being saved from a shark by a handsome young man. However, the said woman, upon seeing a (presumably male) astronaut, promptly leaves her savior and runs toward the newcomer. First of all, people who watched the commercial and who were unacquainted with AXE’s new product line, assumed only that the brand was promoting their deodorants. There was no apparent indication that there is, in fact, an ongoing contest. Second, there have since been complaints that the commercials and the print ads portray women based on the sexual stereotype of blonde airheads that look only for a man’s prestige—in this case, his “leaving as a man and coming back as a hero.” It makes sense, of course, that AXE’s marketing strategy targets men, since majority of AXE’s products are directed at men. However, the ads actually compliment neither men

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nor astronauts. With slogans that tell “a few brave men” that “nothing beats an astronaut,” is the brand saying that people only want to go to space for attractive young women to like them? What happened to the honor that comes with being able to participate in “the next big thing of the 21st century?” Does this also mean that the Apollo fragrance isn’t enough to garner female attention, and that one needs to be launched into space too, to be considered desirable? However, perhaps the most intriguing and surprising aspect of the buzz and sting around the AASA campaigns is that although AXE products are directed towards men, the contest is not. Yes, AASA is open to both males and females, and yet it has been revealed that seven countries have excluded women from joining: Indonesia, Kuwait, Mexico, Russia, Saudi Arabia, the UAE, and Ukraine. This resulted in Unilever—AXE’s parent brand—clarifying to “all markets in all regions, that the contest is open to both men and women,” and the senior director of AXE brand development in North America stating that “Upon review, certain markets are currently revising their terms & conditions to reflect this directive.” Some people may argue that this is all just failed advertising on AXE’s part, and that much is true. Yet, if sexism is apparent and accepted—and worse, promoted—in commercials and publication materials that are accessible to the public, then how can we progress as a people? Seems like AXE didn’t think too much about how they are actually enforcing a deeprooted problem in society instead of helping us move forward (especially considering that their campaign involves so much technology and modernism in general). However way you choose to see their campaign, there’s no denying that AXE managed to grab our attention—even if they sacrificed a little of their integrity in doing so. Hopefully, their next product line will feature the first ever non-(almost-)nude woman in an AXE ad—now that just might be the biggest thing they’ll get to do in the 21st century.


Feature AD V E R TIS IN G GOES POP

advertising goes “POP” by Regie Ucang

Seemingly, advertising has deeply become a pervasive fraction of almost every individual’s existence. From billboards, television, commercials, film trailers to product placement in films, internet ads, radio, blurbs, newspaper, magazines – advertising has taken several forms and has swivelled on a fuller spectrum. Indeed, advertising has seeped into our culture and with the rate it is going, these two seem to be inseparable. This is how UP College of Mass Communication professor and UP Artist Jun Austria describes the liaison of today’s advertising and popular culture. He supports this claim by saying that there is such a thing as “branded entertainment” where a certain program becomes a vehicle to communicate a brand image to a product’s target audience. Such projects are often results of a content partnership among brands, producers and television personalities. He mentions how this strategy sure adds recall to a brand being advertised as it makes products readily seen and thus, creates a “top of mind” effect to its prospective consumers. Also, the built in audiences of certain television programs is one of the main factors why advertisers subscribe to this approach.

So with all these being said, where is advertising vis-à-vis popular culture? Advertising uses what it sees as popular in its audience to call attention to the product. What people see in the ad of a certain product that they consider popular, creates a new trend in culture. With this in mind, it is safe to claim that advertising both direct and reflect popular culture. While some forms of advertising have proven to be more effective over others, it all serves the same basic purpose – to inform and persuade. So long as there is a creative impetus to produce new products and to let the familiar ones to constantly impact us, advertising will continue to drive and be driven by popular culture.

However, there is no clear-cut formula to achieve brand recall. Others say that brands should be practically seen everywhere. This is to create a certain repetition that would stick to the minds of the target consumers. Some draw on celebrity endorsers because of guaranteed following, rippling the effect on the product they are endorsing. Appeal to the emotions is what others opt to maximize. Nevertheless, what makes a particular advertisement memorable is the “personality” which it is given, and its relatability to the consumers. Austria mentioned a few brands which have successfully made their mark with the bolster of popular culture, particularly television ads. Products like Milo and Marlboro have consistently remained steadfast to their branding which created a niche in their audience’s cognition. Milo’s claim to fame “Milo Everyday” and “The Winning Energy Behind Filipino Champions” aim to raise awareness on the importance of breakfast to youth development as it underscores the role of mothers in raising champions. This ad has definitely made an impression as it has been around for several years now alongside the product successfully generating impressive sales throughout the years. However, at the end of the day, the goal is not to create recall alone but the success in terms of purchase of a particular product. Brand recall may be a factor for product success, but there are still other aspects to consider. Austria cited Yakult’s ad as a case in point. The product was able to sell albeit its ad falling short on creating a “top of mind” effect.

Energy to take on the day, everyday. Milo ads working its magic throughout the years.

Yakult’s logo. At the end of the day, what matters is the product purchase.

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ad Work B O N A P ETITE!

B O N

A P E T I T E ! Words by Cha Orjalo

Interviews by Bela Nunez-Pamintuan and Rizza Quinto

What you see is what you get... But not all the time. Most likely, you have experienced buying a dish thinking it was delectable judging from the way it looked on the menu. Eventually, you end up disappointed because it was not as delicious or as plenty in reality. That, ladies and gentlemen, is said to be the magic of food photography Because of this “magic,” misconceptions on food photography circulated and some of these myths need to be shattered. As a special feature of Juiceletter, allow us to feed your minds with a peek into the lives of the people behind the drool-worthy photos. We simply cannot deny that Filipinos are certified foodies. We tend to gobble up an enormous amount of food during town fiestas,

birthdays and even the usual barkada bondings. Even publications joined in on this craze as evident on their numerous features about food. Some even dared to set up a magazine dedicated to just that. For eight years now, Mega Publishing’s Appetite magazine has been publishing the what, where and how of the dishes everyone should try. With a magazine this popular, it is a surprise that only five individuals are behind it. They are all expected to do the “dirty work” in contrast to our glamorous perception of life beyond the pages. Editorial Assistant Tanya Diaz coordinates interviews and shoots, attends events, does food styling and writes articles if the need arises. She is pretty much a workplace hero. Side by side with Tanya is Appetite’s art director, Mark Jacob. With full-frame cameras, flashes, and reflectors, Mark is off to save the day. He has been on a roll in the industry for 20 years and counting. His job as a photographer for food advertisements was his starting point. He is now on his 10th year with Mega Publishing. Food photography isn’t just about uploading snapshots of your dishes in Instagram. These interviews will give you the real deal on food photography. Truthful over Beauty(fool) According to Diaz, food photography is easier than fashion photography but that doesn’t give us the license to underestimate it. For an instance, a leaf that is different from the other leaves in a plate has to be changed. Meat that doesn’t appear to be well-done has to be cooked again. Since the primary job of a food photographer is to make the subject appear mouth watering, there are techniques that involve adding in artificial elements photographers and stylists resort to. It is not the same with Appetite because the team sticks with their subject’s natural look as much as possible. “With us in Appetite, we don’t want to fool our readers. If we want to make a recipe for fried chicken and it doesn’t look appetizing, we won’t resort into buying in McDo just to have beautiful shots. We’re proud that all our recipes are tested. If it doesn’t come out right the first time, we really cook it again until we get our desired result,” Diaz said.

An Example of a dish that is challenging to shoot is Kare-Kare which is one of the most famous Filipino putahe. Since the surface crystallizes overtime, color arrangements should be made in advance.

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If the need to place synthetic materials on the subject arises, Diaz clarified that it is the food stylists’ concern, not the photographer’s. This delineates the difference between the responsibilities of a food stylist from those of a food photographer.


ad Work BON APETITE! Trick or Treat There is a difference between shooting food for magazines and shooting for advertisements. But upon looking at their photos, you really don’t know if you’re in for a treat or if you’re just being tricked. “In editorial, you have to be fast. It’s fast paced. In editorial, what you see is what you get. It’s all being served. All [food] being shot here are real food preparation. In advertising, it can be altered. Although they say—you always [get] the truth in advertising—but the truth is, its ads. Lahat ng pwedeng gawing alternative. Let’s face it, pictures ng Jollibee ‘di naman ganoon kakapal e? In advertising, you always try to exaggerate [and] glamorize the product kasi you’re selling. Kailangan maganda yan,” Jacob explained. He added that in coming up with some shots, there is a certain baking ingredient stylists use. He described it as being white, extremely mouldable and convenient to color. This mystery ingredient is frequently used because the other option which is mashed potatoes has a downside. Mashed potatoes oxidize quickly so it tends to change color easily. Potatoes are yellowish in color and after a relatively short time, it gets darker hence applying food color to it is next to useless. The potato’s dark color will only overpower the food coloring so it will eventually look dry and flat. Because of that, stylists do not really use mashed potatoes anymore contrary to popular belief. Time spent on shooting food depends on how the dishes are styled as well as their quantity. Usually, shooting food is pretty fast because the dish is already prepped so there are only a few arrangements left to do. Although sometimes, venues affect the whole shoot. “Kung sa location niyo may mga kailangan pang galawin na gamit, you have to arrange. Minsan nakakatagal ‘yong mga yun. Pero pag nandyan na lahat, mabilis yan. It takes around 15 to 30 minutes as long as the ingredients are all there [and] the props are all there. Ganun kabilis ang editorial photography. We can shoot 5 food preparations, 5 dishes in 3 hours,” shared the art director. According to Jacob, photographers see the subjects differently. They can immediately identify the most photogenic angle of the dish once the it is set down in front of them by just turning it in different directions. They are the ones who determine if there is still something to be taken care of. That’s how it is in editorial food photography.

Polaroid camera to release the test shots before the actual shoot commences. “Now we are using full frame cameras [and] we use flash. With editorial, since the shoot requires a fast paced way of shooting things, if there’s a window that gives good light in a resto or a place, we use available light,” said Mark. Alongside cameras are reflectors. Bringing them is a must since shoots get extended at night where no natural light is available. Bringing one reflector is enough but bringing an extra one for back up is wiser. It is recommended to bring a white one and a silver one. “On a shoot, just one flash and an umbrella, that’s it. There are times na nalimutan yung reflector so yung kabilang side magiging madilim, it’s better if you brought another flash kasi you can bounce it somewhere and you can illuminate the shadow the shaded area so it’s not gonna be so dark,” shared Jacob. As with other types of photography, you start off by observing your subject before imagining the way you would shoot it. Finally, identify the materials to use to pull off your shoot. There is no formal training needed in this line of work. Both Diaz and Jacob only learned the tricks of the trade when they stepped into the profession. As for Diaz, she enjoys her work because she is doing what she loves. As for Jacob, it is important to have appreciation for food and a creative eye for it.

An appetizing experience. Juiceletter staff poses with the Appetite team in their studio at the Mega Publishing office. (L to R: Marc Jacob, Editor-in-Chief Nina Daza-Puyat, Bela Nunez-Pamintuan, Rizza Quinto, and Tanya Diaz)

Pastries and other baked goods like cakes are easy to shoot since they’re already set. Shooting food like spaghetti depends on the plating, but more or less it is easy to do as well, according to Jacob.

In advertising, photographing food takes longer because the shots should lure the audience in buying the client’s products. It could take three to four hours to shoot a single dish in the past but since almost everything today is digital, it can already be shortened to two hours. Before, you still have to wait for the

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Feat ure DI G I TAL TREN DS

KEEPING UP WITH LIGHTNING: 2013 digital

t r e n d s

adapted from Millward Brown Digital & Media Predictions 2013

The nature of technology—one that evolves on a day by day basis—makes it impossible to define trends at the beginning of the year and expect them to hold true until year’s end. With the ber months of 2013 upon us, we decided to check in with Professor Raymund Acedera of the Cesar E.A. Virata School of Business to get his thoughts and to update us on this year’s digital trends.

On Facebook—and on other digital media platforms, for that matter— shareability is key. We, as members of student organizations that hold events, are familiar with Facebook as a marketing platform. Over the past few years, the social networking site has positioned itself as a viable advertising space. Ads have popped out not only on the sidebar, but on users’ Timelines as well, where they are displayed just like regular posts — albeit for a tiny “sponsored ads” label. Just like regular posts, ads can be liked, commented on, and shared. “What the brands should be wrapping their minds around at this point would be how to create campaigns which are, not just creative enough, but also involving enough, surprising enough, relevant enough, for the consumers to share,” says Acedera. He cites the Samsung “SOS Island” campaign as a successful example. To win a chance to participate in a survival reality show (where they could win a $100,000 and a “private island experience”), netizens were encouraged to submit an audition video through the Samsung Camera Facebook page and share it with friends. If they are lucky enough, they will be among 16 finalists flown to an undisclosed Caribbean island, the location

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of the show itself. The show will be broadcast over the internet and winners will be determined on a vote from viewers (online, of course). Another notable example is Kony 2012, which raised $12.6 M for the Invisible Children charity, and introduced Joseph Kony and the atrocities committed by his Lord’s Resistance Army to countless people who would have otherwise remained unaware of his war crimes. The video in question reached viral status in less than a week. “The ultimate metrics for me for any social media or digital campaign is shareability…how worthy it is of consumers’ interest enough to share it,” asserts Acedera. “If it is not worthy of the consumers’ interest, it will just fall flat. At the end of the day, it boils down to dynamic, magnetic, and shareable content,”he added E-commerce introduces new challenges to advertisers. With online retail becoming a common business model in the Philippines, it is necessary to familiarize oneself with the concept of the Zero Moment of Truth, or ZMOT. Introduced


Feature

DIGITAL TR EN DS

by Google in 2011, ZMOT is a phenomenon that appeared as a response to a change in consumer shopping habits as the marketplace shifted from traditional to digital. The Zero Moment of truth occurs after a customer sees an ad for a product and conducts research about it before making a purchase. “Even before consumers come in contact with the product on the shelf, they already seek to know more about it,” explains Acedera. This means producers and advertisers will need to place as much information as they can about products and services online as the decision to buy will likely be made while the consumer is doing research on the internet. Data collection is not limited to surveys anymore. A good chunk of our conversations happen on Facebook. Instagram has taken the place of photo albums, while Pinterest has replaced scrapbooks. Think of the apps you have on your phone. Now, how many manage your finances, list groceries, display news, or answer your e-mail? When you sign up for applications and services, you authorize the collection of personal information. This allows companies to collect accurate data, which enables targeted and more robust advertising. The demographic data will come from basic personal information, like your birthdate and place of residence, and the psychographic data will come from the pages you liked on Facebook. The implications are remarkable. Imagine walking into a grocery store and receiving coupons for your favorite products on your smartphone as soon as you walk into the building, or getting real-time movie recommendations as you wait in line at a cinema.

Privacy will remain an issue. Apart from our names, family members, and educational and employment history, social networks like Facebook and Google+ store photos, likes and dislikes, and location information. Other social services, such as Twitter and Instagram, while lacking the complex networking infrastructure of Facebook, store photos and comments tagged with our coordinates, which can potentially be accessed by strangers. This is the reality of our changing technological environment. As users, we have to be aware of the security risks. Likewise, service providers have to implement more robust privacy and security protocols. “[It goes] both ways. There are safeguards. It falls on the companies, [the] privacy and security of data,” assures Acedera. “But we have to keep ourselves safe.” The implications of these trends are limited by the development of better technology. Let’s face it: the world moves faster now. The bottom line is businesses need to constantly monitor the pulse of technology. The same holds true for advertisers and designers who need to abandon obsolete marketing techniques in favor of more modern frameworks to adapt to the lightning-fast changes dictated by consumers. fifi quimbo and rianne geronimo

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Pulpy goodness A RTWOR K S

P U L P Y G O O D N E S S

2 1

3

4 1 Lara Ashley Cruz member “Warmth: even in the coldest part of the world” 2 Nukie Timtiman future member “Andres Bonifacio @ 150” 3 Katrina Allen Francisco future member “What you do on a Starbucks planner.” 4 Janina Guerrero member “Red” 5

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5 Fifi Quimbo member “Photo negative girl”


Pulpy goodness AR TW OR K S

6

5

7 5 Nukie Timtiman future member “Transfiguration” 6 Carlos A. Quimpo member

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“Don’t let their looks get to you” 7 Ma. Cristelle San Antonio, member “Carillon” 8 Katrina Allen Francisco future member “Zooey Desch...Deschanot.” 9 Fiona Aira P. Cerdan future member “The Singapore Flyer”

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It's More Fun with Mon J.: October 2013 Juiceletter External Issue  
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