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The official publication of UP Advertising Core

The World Cup of Advertising August 2014 Issue First Semester AY 2014-2015

What made Pinoys say “Love ko ‘to”

The Best of Cannes Lions 2014

A timeline of McDo ads that captured every Pinoy’s heart

The crème de la crème of Cannes Lions 2014

Mio Chongson: The True Embodiment of a Lovemark

juice box letter from the editor | staffbox

Apologies to the die-hard football fans, but “The World Cup of Advertising” is not about the recently held FIFA World Cup. Rather, it showcases things in the advertising world that have reached that World Cup status—widely celebrated, talked about, and remembered. We in Juiceletter have featured ads and persons considered excellent, successful, and award-winning, be it by bona fide award-giving bodies or by a relevant group of people. As the summer of golden boots and lions draws to a close, we offer you an issue filled with ingenious ads that have raised the bar to tremendously high levels, as well as exclusive interviews with those who have made it big in the industry in their own ways.

Therese Aseoche Editor-in-Chief Monica Mabuti Sam Tamayo Features Editors Max Reyes Edward Santiago Layout Editors Janel Buban Bea Vicente Creatives Managers Tin Escalante Finance and Corporate Affairs Manager Joshua Mangahas Human Resources Manager

Therese Aseoche Editor-in-Chief

Nica Cruz Fritz Duco Public Relations and Promotions Managers Celina Ferraris Special Events and Logistics Manager Den Santos Viel Vidal Contributors

*** The Executive Core President VP for CRT VP for FCA VP for HR VP for PRP VP for SEaL

Ella Adriano Carlos Quimpo Beverly Ching Sab de Ocampo Hillary Joven Sylvie Reyes

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.


contents 01 AdBrand

What Made Pinoys say “Love Ko ‘To” A timeline of timeless McDo ads that captured every Pinoy’s heart 07 Features

World Cup 2014 Why Advertising is head over heels over the beautiful game

17 AdCareer

07 World Cup Advertising

The ads that nailed it 11 AdMark

Mio Chongson: The True Embodiment of a Lovemark

01 AdBrand

Ace Saatchi and Saatchi’s COO tells us the secrets behind a successful team 15 Features

To Share a Smile and a Coke: A look into Coke’s best interactive packaging 17 Features

The Art of Taking Chances

11 AdMark

19 Adlist

Guerilla Marketing for Movies The creative way to the top of the box office

24 AdCritique

21 Features

The Best of Cannes Lions 2014

24 AdCritique

A Breakdown on Olivia Will You Marry Me Campaign

What Made Pinoys Say

You can almost always easily identify a McDo commercial on TV: a happy tune in the background, a cute little story about family, friends, or young love, people waking up to a really good morning—one that always has that “Aww” factor to tug at the heartstrings and leave a smile on your face. Opening its first Philippine branch in Morayta, Manila in 1981 with a “Philippinized” menu that included familiar food items such as spaghetti, rice, and breakfast longganisa, McDo instantly clicked with the panlasang Pinoy. Today, with over 400 stores nationwide, McDo is one of our go-to fast food chains. Whether it’s for a yummy breakfast, a quick workday lunch, a barkada hangout, a birthday celebration, or just a random late night craving, Filipinos turn to McDo. More than just capturing the Filipino palate, McDonald’s has excellently captured the Filipino heart. In their award-winning advertisements, they have always perfectly framed our culture and told the stories of our own everyday lives. In this issue, join us as Juiceletter walks through the golden arches of McDonald’s and takes a look at its amazing advertising history in the Philippines. Monica Mabuti

adbrand McDon alds 2000

Kita Kits sa McDo

McDo released its first Pinoy jingle sung by none other than “Mega Star” Sharon Cuneta. To this day, the mellow lines “Makita lang kitang may ngiti sa mata, makitang okey ka, ako ay okey na. Makita lang kita ako’y sumasaya...” remain very reminiscent for a lot of Filipinos.



Karen and her lolo are shown sharing a meal at McDo. Sadly, her lolo doesn’t recognize her anymore. He keeps on insisting that Karen’s name is Gina, while Karen just sighs and tells him, “‘Lo, Karen po.” Though Lolo no longer remembers how Karen looks like, he does remember that she is his favorite apo. Karen is surprised when Lolo slices his burger in two, wraps one half, and says, “Ito, para sa paborito kong apo—si Karen.” Indeed, this is one of the most unforgettable commercials to ever grace Philippine television. It is a classic that has moved the hearts of many because of how it portrays our unending love for our elderly.


Love Ko ‘To

After winning third place in American Idol’s third season, Fil-Am singer Jasmine Trias came to the Philippines and became an endorser for McDonald’s. She recorded McDo’s new jingle entitled “Love Ko ‘To,” the local translation of the international McDonald’s tagline “I’m Lovin’ It.” McDo also offered a promotional “Jasmine Trio” meal that consisted of the Love Ko ‘To CD, fries, and a strawberry float.



Ah, who doesn’t love Manny? With his boxing prowess and amusing antics, he will never fail to win you over. “People’s Champ” Manny Pacquiao debuted as McDo’s endorser in this commercial with his family. Here, he is shown bonding with his wife Jinkee and his sons at McDo. He then playfully moves his fists around and says, “Ang kamao ko... pampasaya, pangkwela, panlambing. Pero higit sa lahat, pangtsikin (chicken) Mcdo!” as he grabs his chicken in his fists and takes a big crispy juicy bite. The ad closes with the McDo tune in Manny’s very own version—“PaparaPacquiao!”


Pacheeseburger ka naman!

Pinoys love teasing their friends to treat them out whenever there’s something to celebrate. In this series of TVC’s, McDo features a group of friends who compliments someone in their barkada for the most random of things which becomes a sound enough reason for a cheeseburger blowout: “Yes, nag-English! Pa-cheeseburger ka naman,” “Yes, nagpa-bangs! Pa-cheeseburger ka naman!” and so on. This was such a hit to Filipinos that the line became the new “Magpa-blowout ka naman!” The message here was clear and simple: Even the littlest things can be reasons to celebrate.



First Love (Ang Huling El Bimbo)

First love never dies. In this TVC, a guy narrates the story of his first love. He recalls spending time with her whenever their moms would meet up in McDo. She enjoyed dipping her fries in her hot fudge sundae just like he did. The ad transitions from them holding hands and running as little kids to them as grown-ups. You’d instantly feel kilig thinking they ended up together, only to find that the girl was just pulling the guy to the McDo PlayPlace to meet her husband and child. Heartbreaking as it is, but that’s just reality— sometimes you get a happy ending, sometimes you don’t. Still, in the end, the guy remains positive and just cherishes the fact that she will always be his first love.



The commercial shows a little girl asking a little boy if she already is his girlfriend. The boy replies that he isn’t ready yet and rants that girlfriends are just demanding. The girl frowns and says that all she really wants is McDo fries. The little boy is delighted and quickly checks his pocket. The TVC ends showing the girl with her fries and holding the boy’s hand as they walk away. Some people may have found this cute, but officials didn’t. The Catholic Bishops Conference of the Philippines (CBCP) had the ad pulled out, saying it cheapened human relationships and gave the wrong message to children. Whether the CBCP was right in claiming the ad to be immoral or not will be left to your own judgment.



Hooray For Today

It’s always a challenge to stop hitting the snooze button and finally get yourself out of bed in the morning. McDo launched its “Hooray for Today” campaign with the goal of changing that I’m-Never-Gonna-Leave-This-Bed kind of thinking to one of excitement to start the day because of McDo’s breakfast meals. “Hooray for Today” is the perfect mantra for the ever positive and happy Filipino. It’s a great reminder to always be thankful for every day you’re given.


Xian Lim for McFloat Summer Medley Filipino-Chinese heartthrob Xian Lim was introduced as McDo’s newest endorser for its latest summer refreshments. With his life-size standees displayed on the doors of McDo restaurants, who wouldn’t be inspired to go inside and grab some fries and a float?

adbrand McDon alds 2013

Eyes on Your Fries

In this silent yet really funny commercial, a gym user sees a large carton of McDo fries lying on the bench. Thinking somebody must have just left it and that he was alone, he sneaks closer and grabs one fry. Suddenly, the owner of the fries emerges from behind a locker—world boxing champ Nonito Donaire. Stunned and threatened, the guy urgently puts the fry back. Lesson learned: Keep your eyes on your fries.


National Breakfast Day

On March 18, 2013, McDo held the very first National Breakfast Day in the country. Free McMuffins were served to the first 1,000 customers of each participating store. Suddenly, everyone became a “morning person” that day and lined up at a McDo branch as early as 5 AM! What a good morning indeed.



Two brothers, the elder one with Down syndrome, are shown in this TV ad having McDonald’s hotcakes for breakfast. Over the meal, they talk about the younger one’s crush and the right way to smile at her. The younger one flashes a big grin and asks, “Ganito?” His kuya laughs and says, “Konti lang,” and gives a little smile himself. The endearing sibling bond depicted in this commercial gained a lot of positive feedback from viewers worldwide. Simple, light, and far from melodramatic, this ad has warmed the hearts of many as it made the product, or rather the brand, undeniably human.



In this TVC, a fabulous grandma and granddaughter tandem brush their hair and spritz on perfume in front of the mirror while singing and dancing to Petula Clark’s “Downtown.” Once prepped, they head, well, downtown to enjoy a Happy Meal at McDo. The little girl then gives her lola one big kiss. A-do-ra-ble!



Jessy Mendiola surprises Jeric Teng

One day, McDo decided to “spice up” Jeric Teng’s day and surprise him with the help of his brother Jeron. Here’s the scene: Jeron and Jeric are eating at McDo. Jeron “excuses himself to take a phone call.” Suddenly, McSpicy burger endorser Jessy Mendiola (also Jeric’s biggest celebrity crush), dressed in a sexy red outfit, comes walking in holding her tray. Like any normal fast food goer, she asks to take the empty seat at Jeric’s table. The look on Jeric’s face was just priceless! This reality video went viral as soon as it was uploaded, just exactly how the agency and McDonald’s wanted to happen.


McDonald’s Philippines launched its BFF Bundle meal, a meal designed to be shared with your best friends. This is in line with its “Better Together” campaign that encourages people to take a break from the digital world and spend more time with their friends in real life. McDo also introduced a “BFF Timeout” mobile app. Once with friends, set the timer and see how long you can go without your phones. If you text or tweet, you end the Timeout. The longer the Timeout, the bigger rewards you get—you can even win a trip abroad!

2014 2014

McSpicy Bus

Matteo, Enrique, and Xian for McSavers

Joining fellow heartthrob Xian Lim, Matteo Guidicelli and Enrique Gil debuted as McDo’s newest endorsers for Everyday McSavers. In their TVC, they are shown ordering at a McDo counter. Beside them, a group of three little boys—just like a mini version of their trio—try to quirkily mimic them.



On an ordinary weekday, McDo decided to spice things up for some lucky commuters. Upon boarding this certain bus, passengers were greeted with a surprising interior which looked like that of an airplane. A pilot made announcements, and flight attendants did a safety demo. It truly seemed as though the bus would really take off! But here’s the kicker: passengers were served their in-flight meals—a McSpicy burger and a cup of Coke.

adbrand McDon alds 2014

Solenn and Lovi Poe for McSpicy Shake Shake Meal

Of course, the McSpicy requires equally sizzling hot endorsers. Kapuso stars Solenn Heussaff and Lovi Poe were launched as McDo’s new endorsers for the McSpicy burger and the comeback of the Shake Shake fries.


Selfie Lolo

Through the years, McDo has always been there to remind us Filipinos to seize the day, smile about the simple joys in life, and spread love to the people around us. This is why we say, “Love ko ‘to.”


Everyday moments can be interesting and fun no matter how young or old you are. In this latest McDo ad, two hip and active lolos who just came from a run are cooling down at McDo. One of their not-so-fit friends comes in the store walking with a cane. They tease him saying, “Eh ikaw? May rayuma!” To their surprise, he puts his cane up, clicks his phone on it, and takes a selfie with them—it’s actually a selfie pod! Selfie lolo then moves to the next table where his “girlfriend” (wife) is waiting. Finally, the fit lolos whisper, “Gayuma, hindi rayuma.”

Max Reyes

Follow McDo on their social media accounts to get your daily dose of good vibes and stay updated on their latest promos! @McDo_PH @mcdo_ph


Feat ures W o r ld Cup Advertisin g


head over heels OVER THE

beautifuL Game

Build it and they will come. For the organizers of the FIFA World Cup that bell rings true. As much as we want to focus on the pitch and the game, there is a looming war on the sidelines that is paramount and at scale on what happens in the field. This is not just the cup for football glory. This is also the World Cup of Advertising. The passion for football all over the world is not something strange. Sometimes because of this you can even argue that the FIFA World Cup is bigger than the Olympics. Numbers support this argument as 3.2 billion people watched the 2010 tournament live in South Africa while only 900 million people watched the opening of the London Olympics according to Reuters. For marketers all around the world, that equals a high amount of exposure. It is not surprising that the biggest brands are trying to get into the action both directly and indirectly. The World Cup’s pull is so great that FIFA is capitalizing on this asset immensely with its very strict and expensive sale of rights for everything that is World Cup-related. One need not wonder why everyone wants to be on the federation’s good side. However, not everyone can be on the same side. Because more than just kicking around Adidas’ Brazuca (the official match ball of the 2014 FIFA World Cup), there is a rivalry of brands that brings out the best out of the creative and marketing teams in the world.


Technically speaking, if we are here to discuss the best of advertising, what we should do is head on over to Cannes. However, there is something about the World Cup that advertisers just can’t get enough of. Exposure? Perhaps. But I guess Nike would cherish beating Adidas through its guerilla tactics more than anything in the world. If I did not tell you that Nike is pulling out a “Risk Everything” campaign versus Adidas’ “All in or Nothing”, can you even tell which is which? Capturing the imagination of football fans has never been so valuable that Pixarinspired storytelling has reached the drawing board of Wieden+Kennedy’s creative team for a dystopian-themed animation featuring Cristiano Ronaldo and other stars under Nike’s billing. Capturing the market that is as passionate for your brand as it is for football has been Adidas’ strategy in its campaign that challenges you to be part of Team Adidas by going “All in” or just opting to miss out on all the content that they are willing to offer. At the heart of it all, there is one thing that is so attractive in communicating through this medium —it is the language. One would say it is about the numbers, but numbers in advertising mean nothing if you are not able to reach your audience. Advertisers talk in a way that everybody understands during the World Cup: the language of football.


W o r l d Cup Adv er tisin g

photos From Google

The barriers for communication are very large. It is the World Cup sheds those barriers completely. You would agree with me that McDonald’s “Gol!” is something you would predict, even in hindsight, that it is just a series of gratuitous football tricks. Visa’s “Everyone is Welcome” is heartwarming because it rides on the fact that you can always find it in your heart to welcome someone who broke your childhood dreams through a hat trick (3 goals by one person in one game). This creative box that the event provides is something that all advertisers welcome. It is an opportunity to create differentiation and stretch creative limits, although the restraint also forces everyone to recurring themes. Nevertheless, there is more to the global scale of advertising during the tournament. There are gems such as the Banco de Chile spot that rocked the world, not just because it featured the miners that survived being trapped in a mine for over two months, but because of the message it imparted: “Spain is tough. Netherlands is tough. We don’t fear the ‘death group’. We don’t care about death. Because we have beaten death already!” If it doesn’t make your sping thing while watching it, I don’t know what will.

A lot of pundits are saying that this is the first World Cup that is riding on the meteoric rise of social media. Advertising is also shifting a lot of its weight towards this more personal and conversational space. You know the battle in this area is serious when the official match ball has its own Twitter account and is going around Brazil tweeting its experiences. This front for the battle of advertising supremacy is not without its merits. Matches all over the tournament are breaking world records in terms of tweets per minute and mentions, dwarfing most of the sport spectacles the world has been a witness to. The sheer reach is something from a marketer’s dream. But sometimes it is a nightmare. Ask Delta Air Lines and the infamous “Giraffe” tweet. There are also incidents where brands take something from a passionate fan’s playbook just like when KLM, Netherlands’ national airline, tweeted “Adios Amigos! #NEDMEX,” and having to apologize afterwards. The allure of “The Beautiful Game” is something that enchants every soul, even one that is not an avid follower. For the advertising industry, it all comes down to turning passion and competition to an impression that results in brand equity and a spike in sales. After all this is the “World Cup of Advertising”. Fritz Duco


Feat ures W o r ld Cup Advertisin g

World Cup ‘14: The Ads that Nailed It Globally celebrated sporting events are the gold mines of advertising where companies exploit commercial breaks to feed audiences watching real-time with ads they can only hope will be marked down in history. Every year, such brands attempt to one-up each other in who could get the most attention and praise. After careful review, this selected roster of companies and their agencies scored the goal in creating TVCs effective and innovative enough to garner a place in this year’s list of best World Cup ads. Therese Aseoche


One World, One Game


Brand Coca Cola Agency Wieden+Kennedy, Brazil

Brand Castrol Agency The Wasserman Group

We’re all familiar with Coca-Cola’s style of ads. It starts with the feeling of melancholy, then rebounds with elements that successfully warm the heart. This particular ad did not feature football personalities as most commercials would. Rather, it showed simple citizens from different countries collectively playing a sport they loved. As Coke is known for doing, the company surprised these citizens with invites to attend the World Cup live in Brazil. Though it would seem to most as a donation, it is to these humble folks a dream come true. Coke stays true to its campaign this way, which is to Open Happiness.

This unusual match between man and automobile will leave you absolutely speechless. Castrol does a laudable job in creating an ad for a football event where attention is riveted not to Neymar Jr., but to Gymkhana specialist Ken Block. Who wouldn’t be amazed to watch a racecar perfectly counter hits and score goals against a football star? As a producer of automotive lubricant, the World Cup may be far from its usual segmented market but Castrol proves that it can simultaneously celebrate the spirit of the games and successfully advertise its product. It’s difficult to capture the adrenaline rush of this fast, risky, tire-shredding game as the thrill can only be left for you to experience.

Did you know? Gol! Brand McDonald’s Agency DDB Chicago This McDonald’s ad full of different people performing football trick shots was dubbed Best World Cup Ad for the year by majority of the online community. Just like Coke’s One World, One Game, McDonald’s Gol! refrained from using well-known names and faces, but featured skilled individuals of varying generations showing the world what they can do with a ball leaving us utterly amused and impressed.

Words Hillary Joven Illustrations Edward Santiago

1973 The first time a football team sold its jersey’s front space to a company. (Eintracht Braunschweig to Jägermeister)

UNICEF The only jersey sponsor that actually got paid for advertising.

£25m The amount that Qatar Foundation pays yearly to appear on FC Barcelona’s kits, the largest shirt sponsorship deal ever.

Emirates Stadium One of the most expensive stadium sole naming rights deals ever made was between Arsenal and Emirates Airlines at £100m.

Now is What You Make It Brand Pepsi MAX Agency 180LA, USA On TV, this fun ad plays out as merely a music-filled show with an impressive all-star cast. Online, however, is a different and interactive experience. Hidden scenes are scattered throughout the entire duration of the commercial which Pepsi claims are yours to discover. Football and music are fused together as YouTube musician Stony wanders along the streets of Rio, encountering some of the best World Cup players, with only a pair of drumsticks and a can of Pepsi MAX on hand. This multi-sensory ad partnered with Janelle Monae’s cover of David Bowie’s “Heroes” is what kept social media users talking, and can be played at

Camera’s angle One of the main deciding factors in a pitch advertising board’s price.

First Adidas’ rank in terms of earnings from football merchandise, with Nike at second and Puma at third. 44 The number of years Adidas has held rights to the official World Cup match ball.

Beer shower The traditional celebration every time FC Bayern Munich wins a championship. Players pour Paulaner wheat beer on each other using Paulaner Meisterglas beer mugs.


ad mark M i o Ch ongso n

Mio Chongson the true embodiment of a

lovemark She stood by her desk, poised and confident, and spoke in a way that would remind you of a close aunt whom you favored. She promptly adjusted the air conditioning, offered to get drinks, and cracked jokes that made the room reverberate with laughter. Everyone knew her by the multiple top executive positions she handled in different agencies and organizations, but her stunning credentials can only be matched by her amiability and the positive aura she exudes. She is Mio Chongson, the notable soul of Ace Saatchi and Saatchi.

>> the journey Before becoming Saatchi’s Chief Operating Officer, Mio started her professional life in a bank. Having graduated BS Economics in the University of the Philippines Diliman, she worked as a business developer for 2 years. At the time, delving into the advertising field never came to mind until after a suggestion by her sister’s suitor. Although she wasn’t particularly bred for advertising, she had the potential and the personality that had charmed her employer into hiring her on the spot at then Jimenez D’Arcy (now Publicis Jimenez). Her love for advertising wasn’t immediate as she was in a completely alien territory. As an account manager, she simply relayed comments and feedback from clients to the creatives, even calling herself the “glorified messenger.” Somewhere along the way, she began to develop the confidence to speak her mind and defend the creative work. “I didn’t have to say, ‘I’ll get back to you, I’ll have to show this to Creatives.’


I would already have my [own point-of-view] and confidently speak for the agency already. So that was when I realized na ‘Hey, I can do this, I can influence, I can be a good sales person. Because I am able to sell something, be it the creative ideas’.” Mio soon became the Client Service Director during her 11-year stay at Jimenez D’Arcy, and again for another 4 years at BBDO Guerrero. By this time, Mio had already started building a family and had four children. She had to struggle between working and taking care of her kids, which she admits was very difficult. She began to talk about how emotional she would get when her kids would show preference to the father, and how she fears that time will fly by so fast that, before she would even notice, her kids would have already gotten older. But even so, her family is her main source of strength, knowing that she has a supporting husband, and children who would always wait for her to come home.

[Ang] creative philosophy namin is ‘One team, one dream, where nothing is impossible.’ Kumbaga wala kaming superstars dito. Only super teams.

ad mark M i o Ch ongso n

After a semi-retirement, she was invited to join a small agency called Blue Bottle Advertising set up by the previous art director of Publicis. She eventually bought the company and ran it as the Chief Executive Officer for almost 4 years. At the same time, she became chairman of the Association of Accredited Advertising Agencies of the Philippines where she led close to 80 members composed of presidents and managing directors.

Magazine. Saatchi had also been named Agency of the Year by some of these bodies as well. Just this June at Adobo Magazine’s annual Mad About Awards, several of Saatchi’s talents were put into the spotlight as they ranked first in the country in their specific fields. The agency also garnered a bronze win for the Radio Category at the 2014 Cannes Lions for the Pampers’ “ZZZ Radio” campaign. In the previous year, Saatchi also won 2 golds, 1 silver, and 2 bronze lions for a PLDT “Screen-Age Love Story” campaign, and an Ariel “Olympic Shirt Flag” campaign.

>> entering the saatchi house

Mio didn’t attribute the agency’s exponential growth to herself, but she did believe her personality and leadership sparked the drive towards success.

Mio began to feel a lull in her career. She missed the challenging, cutthroat, big corporate life of uncertainty and progress. “Sa Blue Bottle naman, we’re okay,” she confesses. “Steady kami. Kumikita naman kami pero steady lang. Parang walang gigil factor.” That was until Ace Saatchi and Saatchi expressed its intention of appointing her as COO, and she readily opened herself up to change.

“What’s important for me is the people are motivated because when people are motivated then we can tell that the output comes from a bunch of highly passionate and motivated people. And therefore, if people “Di naman ako matatakot magare highly motivated, then the try. Fear of failure nga diba, business would flourish.” dapat wala yun. Hanggang humihinga ako, I still want to Other than proper motivation, Saatchi also lived by a creative philosophy. “I think every agency learn. I still want challenges.”

The only direction to go from there was up. Since her appointment in 2012, Saatchi garnered multiple awards from different award-giving bodies, some of which were Campaign Brief Asia, Campaign Asia, AdFest, AdSummit, and Adobo


must have that culture that [will say] ano ba ang pinaniniwalaan ninyo na mag-ga-guide sa inyo araw-araw. [Ang] creative philosophy namin is ‘One team, one dream, where nothing is impossible.’ Kumbaga wala kaming superstars dito. Only super teams.”


Mio Chon gs on

>> the people’s president Mio’s biggest inspirations in terms of emulating the way they run a company are Ramon “Mon J” and Abby Jimenez of Publicis. Mio admired the respect this husband-and-wife team had for their employees and the company. While they acknowledged the work-and-life balance, they made sure that their employees put pride in all the work that they do. But of course Mio had her own style and her own brand as Saatchi’s COO. She saw herself as “the people’s president,” actively monitoring the total operations of the company and successfully motivating employees for optimum performance. “I really make sure na while they say ‘Sometimes, Mio, you’re too nice,’ that’s first and foremost in my mind. I want to be the soul of the company. ‘Di lang puro bottomline, creative awards.” In fact, rather than be remembered as something “fluffy and lofty” such as “a visionary,” she wanted to be known as the cool boss whom everyone would want to work with.

>> “lovemarks” When asked what, in her perspective, makes a successful ad, Mio summarized her thoughts into one word: lovemarks. “A successful ad for me is one that accomplishes an objective or a goal, whether that be loyalty, affinity, trial, [or] engagement,” she says. “A successful ad for me is one that helps you achieve that ‘lovemarks’ status, na may affinity ka sa brand na yan, na kung walang (ganun) sa store na yun, bibili ka ba ng iba? Hindi. ‘Di ka na magpipilit [kumuha] ng ibang brand, diba? It’s not just an ad, it’s a journey.”

And Mio, who has built a name and reputation for herself, is someone who truly embodies that “lovemark” philosophy. She creates that special emotional connection with clients, with the brands she handles, and with her employees. A connection that makes them certain she will deliver beyond expectations.

“I would say that I could be the warmest COO or head of a company because people are able to come to me. Ang sarap kasi ng feeling na ‘pag nagsasalita ka, talagang nakikinig sila sayo. Pagkatapos, they put weight on what you say, and it shows you that what you’ve worked hard for is your name through the years. Inalagaan mo yung reputation mo, yung pangalan mo.” Her advice to those who aspire to have successful careers in advertising are: 1) Work hard, and love your work; 2) Never be pretentious; and 3) Don’t be afraid to fail. But the two most important traits that propelled Mio to the top are simply efficiency and positivity. She is proof that one need not be a creative genius to be a frontliner. “I’m not brilliant, I’m not the most creative, I am not a visionary,” she says. “I’m just really a warm, funny person and I think that personality of mine has taken me to places.” Therese Aseoche


ea r a

Smile and


ke Co

To Sh

Feat ures C reat iv e Packag in g

A Look

Into the C

omp an y’s

t es

B Coca-Cola has set the bar high for product packaging since rolling out its Open Happiness campaign in 2009. The aptly named “Most Iconic Brand� has been concocting simple yet brilliant ways to bring this campaign to life. In a society that is highly reactive and instinctive in making decisions, Coca-Cola adapts by marketing itself through hands-on interaction with the consumer, successfully making a connection other brands fail to do.

te In ckaging


a ive P

Den Santos, Therese Aseoche

t rac

While drawing many criticisms on the product itself, it cannot be denied that Coca-Cola does an excellent job in effortlessly putting a smile on your face while giving you opportunities to share that happiness with others.


C r eat iv e Pack agin g

THE FRIENDLY TWIST First day of college is something freshmen either look forward to or dread. A new environment comes with new faces, and the inability to socialize is borne out of one’s fear and timidity. With its campaign “The Friendly Twist,” Coke helps these withdrawn freshmen initiate interaction by placing vending machines around the campus holding special pet bottles. These bottles are sealed with caps seemingly impossible to open unless interlocked and twisted using another Coke bottle. This packaging, although troublesome, enables freshmen to break the ice and interact with others with the goal of sparking conversations and forming friendships.

2ND LIVES Encouraging proper waste management and eco-living has become crucial at this day and age. To Coca-Cola, it’s difficult to do away with their plastic bottles and its trademark shape. In order to have a win-win situation, the company decided to manufacture innovative caps that would repurpose an ordinary empty Coke bottle. You can turn it into a water gun, a pencil sharpener, a soap dispenser, or anything of your choosing! Brilliant packaging, and inarguably a great help to the environment.

SHARING CAN In the midst of Coke’s extraordinary ways to encourage people to share happiness, the one thing that people fail to share is the product itself. Like all other things, Coke finds a way to address this by splitting an ordinary 330mL can into two. Buyers from vending machines and establishments are treated to a surprise and an opportunity to share their drink with another.

SHARE-A-COKE Initially launched in Australia in 2012, the most recent phenomenon in the country and the globally recognized execution of Coca-Cola gives its products a more personal touch. Cans with the names “Babe,” “Kuya,” and “BFF,” and 1.5 liter bottles with the words “Batchmates,” “Orgmates,” and “Barkada” make Coke a simple gift to give to loved ones, and the drinking experience with family and friends even more special. This campaign also offers you a chance to have your name printed on a Coke drink during the Share a Coke Tour happening only until October 31st of this year. To keep up-to-date with the Tour schedule, visit and join!


ad career T h e Ar t of Takin g C han c e s

calling after all.” In applying for UP Diliman, she chose to major in Communications Research rather than a Fine Arts course. It took a general elective class, FA 28 (Arts in the Philippines), to rekindle her passion. She was able to participate in the Lantern Parade and loved it so much that she decided to shift to Visual Communication. It was an uphill battle from there, and the rewards at the summit were nothing she ever expected. During the last few months of her final year, she was awarded Best Thesis in Graphic Design at the batch theses exhibit, and went on to becoming the batch valedictorian of the College of Fine Arts in the recent graduation ceremonies.

The Art of Taking Chances Ja Guerrero was one of those people whom you looked up to and spoke of with high regard. She was one of AdCore’s gems whose works were evidence enough of her creative excellence. Art naturally came to her at a young age. “Apparently, I’ve been drawing ([or] trying to draw) since I was 2 years old, which was too early to start drawing. My dad even wrote as part of my hobbies ‘likes to draw fish,’” she says. She would always ask her mother to draw her mermaids, and would sometimes draw them herself using tracing and carbon paper. She eventually took drawing lessons, and began joining contests and art clubs. But Ja never considered art as a career choice. Her High School years somehow convinced her that art wasn’t for her. “[In applying for clubs,] the school paper took me in, and that is where I got to writing, doing layouts, taking photos. I was good at it. So much so that they put me in the Media elective when I applied for the Visual arts elective. So I thought, maybe art wasn’t my


Currently, she works as an Art Director in Axent Interactive Marketing, formerly Adformatix. This local ad agency mostly handles healthrelated products and services such as Promil Kid, Lesofat, Centrum, and many more. Even with the demands of the advertising industry, she still finds time to do the things that got her involved in this endeavor in the first place. “I still bind notebooks in my spare time. I still draw and take photos, but I haven’t been able to get back into pottery because I work on Saturdays. I also do freelance in my spare time. Generally, I’m just trying to figure out how adult life works while trying to find time to watch MasterChef.” But who would have thought that Ja never initially wanted to go down this career path? Just as she had rejected art’s calling, she had also resented the idea of pursuing advertising. “Before AdCore, I had every intention to NOT go down the path of advertising. I didn’t know what I wanted exactly, I just knew I didn’t want to end up in advertising. Being a part of the Juiceletter, I got to read so much about it—I got to know the companies, the perks and pitfalls, and campaigns that are truly amazing. Little by little, I learned to like it.” Ja had also been part of the Punch

Creatives Talent Pool, a team responsible for dealing with professional and student clients, and various other projects. She finds inspiration through other people— passionate people, to be specific. “I watch photographers who really know their play on light, some know their lenses like the backs of their hands. Some really pay attention to the composition of their photographs even though the cameras they’re working with aren’t that great. It’s so easy to find inspiration especially from people who are passionate.” These passion-driven individuals inspire Ja to work, and in working, finds inspiration from everyday things and people. Her advice is to always carry around a blank notebook for jotting down plans and projects as they hit you. She also credits her professors, especially the notable Prof. Aman Santos, M.A., as her biggest influencers. When it comes to translating her ideas to a blank canvas, she always puts in mind two things— peace and harmony.

“Whether in design or in illustration, I make sure my work is clean and that all the elements are in harmony. It’s where I find peace in my life. No matter how messy things get, there’s always a way to clean it up.” She uses art as an avenue to release her stress and negativity without letting it show on the piece itself. “Somehow, no matter how hard you try to organize your life, stress always finds a way to worm itself in. That’s why in my free time, I draw not to express my stress and anger, but to turn it into something beautiful and relaxing.” As for her goal in the greater scheme of things in the Philippine society, she aspires for better reception and respect from Filipinos towards artists. “If I could wish something (art and designwise), it’s for a better appreciation for artists who dedicate their time and service to others.” Truly, Ja exemplifies that no matter how vague one’s desired path may appear to be, the blend of zeal and determination can ultimately lead one into brighter places. Sam Tamayo, Therese Aseoche



ad list M o v i e Marketin g

ffice: O x o B e h t f o p o T e h t o t The Creative Way Movies r fo g in t e k r a M la il r e u G 7

The Simpson’s Movie (2007) Movie Marketer Fox

The Strategy The Fox marketing team clearly took “Simpsonizing” the world as serious business. Online, fans got to make their own Simpsons avatar and explore digital Springfield. They also got the chance to enter contests wherein the winners got to star in a Simpsons episode (in animated versions of themselves!) or have their hometown host the movie’s premiere. To make the campaign even more whimsical, 7-Eleven branches around the U.S. were transformed into Kwik-E-Marts that carried Simpsonsinspired products such as Krusty O’s cereal, buzz cola, and pinkfrosted donuts. Worldwide Box Office Gross $527 million


Ted (2012) Movie Marketer Jetset Studios

The Strategy The team behind Ted didn’t have to do any talking to promote the movie. Instead, they let Ted himself do the talking. He is, after all, the overly outgoing and entertaining bear who easily gets people to like him. On Facebook, Ted posts statuses and his own Ted memes. There’s also an app called “My Wild Night with Ted” that lets people insert Ted into their photos. On Tumblr, he posts and reblogs things that reflect his interests: partying, drinking, and, well, ladies. The most famous of his accounts is Ted’s Twitter, @WhatTedSaid, where he tweets funny R-rated jokes, rants, and talks to his followers. And yes, he actually remains active up until now, so go follow him if you haven’t! The best thing about this social media campaign? It didn’t cost anything. Worldwide Box Office Gross $547 million


The Hunger Games (2012) Movie Marketer Lionsgate

The Strategy The game plan was to make the already excited fan base even more hyped up by making them feel as if they were citizens of Panem, the story’s futuristic society. The movie’s website,, let people create digital ID cards and join a district. Some even got the chance to be elected as mayor of their district! Other social media tactics that Lionsgate used included a poster cut into 100 pieces which fans had to form and figure out, a contest that gave them the chance to visit the movie’s set, and live streaming of the premiere. Now it makes us wonder, would these fans also easily sign up as volunteers if the Hunger Games were actually made real?...


Monsters University (2013) Movie Marketer Disney Pixar

The Strategy If one were to stumble upon the Monsters University website and didn’t know better, he or she would think it was a website of a legitimate university. The mock school website had everything an applicant or student needed to know: admission guidelines, degree programs, campus life, faculty members, alumni profiles, and so on. The website also let visitors see the campus map, make their mock ID cards, and buy their own MU merchandise. Clever, right? Pixar made sure that everyone was “enrolled” and ready once classes started and the movie hit theaters. Worldwide Box Office Gross $745 million

Worldwide Box Office Gross $685 million


M ov ie Mar k etin g

In the world of movie advertising, trailers and posters are so yesterday. If you want to make it to the top of the box office, you’re going to have to think outside the box and really step it up a notch. Check out how the marketers behind these blockbuster films put their creativity to use and maximized today’s technology to execute some of the coolest unconventional marketing strategies for movies yet. Sam Tamayo, Monica Mabuti


Inception (2010) Movie Marketer Warner Bros.

The Strategy This highly intellectual movie required an equally mind-boggling advertising campaign that revolved around giving the people an interactive gaming experience to pull them deeper into the world of intrigue and dreams. Facebook’s Mind Crime game was used as the main channel for the promotions. Upon completion of several levels, players got to unlock the movie’s posters and trailers. Mobile versions of the Mind Crime Prevention app were also made available. On the movie’s website, there were short teasers and videos of interviews with “dream scientists.” Another highlight of the campaign was the release of an online comic book prologue on Yahoo! called “Inception: The Cobol Job,” which introduced the movie’s characters to the people and gave them a little hint on what the film’s story would be like.


The Hobbit: The Desolation of Smaug (2013) Movie Marketer Warner Bros. and Google

The Strategy The campaign for The Hobbit: The Desolation of Smaug was weaved through a clever mutual collaboration between Warner Bros. and Google that benefited both parties. The marketers launched A Journey Through Middle-earth, a very hi-tech Middle-earth interactive map which was available only on Google Chrome’s Google Maps. Here, the geek fans of The Hobbit get to experience a guided tour through the lands of Middle-earth (The Hobbit’s fictional setting) and even interact with its elf and hobbit inhabitants. Worldwide Box Office Gross $953 million

Worldwide Box Office Gross $826 million


The Dark Knight (2008) Movie Marketer 42 Entertainment

The Strategy The Dark Knight didn’t make a billion overnight. As early as a year before the movie’s premiere, the advertisers behind the film were already cooking up a complex multichannel campaign that was designed to be viral. They first launched a mock newspaper called “The Gotham Times” (Gotham is the fictional setting of the story) which was both distributed in hard copy in Chicago and in soft copy online. A Gotham City Rail subway map was also made available. The film’s website,, followed with a very interesting scavenger hunt for the fans. The site constantly released tasks that instructed people to find clues in certain locations across major U.S. cities. Upon sending in pictures of their discoveries, they got to unlock new pictures of Joker or listen to voice messages from him. Finally, the craziest gimmick of the campaign: Die-hard fans were asked to go to certain bakeries and say their name was “Robin Banks” in order to claim a package. Those who were first to arrive got a cake, and inside the cake was an evidence bag... with a cellphone in it! When they turned on the phones, they got a call from someone saying that they have just been recruited into Joker’s army. So yes, Joker has real allies walking among us today. Now this is a brilliant marketing stunt that’s definitely one for the books. Worldwide Box Office Gross $1 billion


ad list T h e Best of C an n es Lio n s 2 0 1 4

The Best of Cannes Lions 2014 For decades, the Cannes Lions Festival has been the premier hub of bright and innovative initiatives of ingenious experts. Considered as the world’s largest gathering of creative professionals, it is a global event that attracts thousands of delegates from around the world to participate in series of seminars and workshops. Acting as the force that ignites ideas and inspiration, the festival invokes a spirit of creativity that leaves humankind with a glimmer of hope towards the field of advertising. In this issue, Juiceletter rounds up the best of this year’s winners—the crème de la crème of Cannes Lions 2014. Sam Tamayo, Monica Mabuti

British Airways’ “Magic of Flying” Billboard Awards Won: Direct Grand Prix OgilvyOne London redefined billboards in this innovative outdoor campaign for British Airways. The digital billboards featured a cute kid that would react in real-time and look up whenever a British Airways plane would fly overhead. The plane’s flight details would also appear on the screen. Jury President James McGrath declared the campaign an “extraordinary piece of direct communication that doesn’t require any extra explanation.” Through this campaign, British Airways was able to showcase the breadth of their destinations and get people to check out their latest flight promotions.

Volvo’s “Epic Split” Awards Won: Cyber Grand Prix, Film Grand Prix Swedish agency Forsman & Bodenfors’ advertisement for Volvo Trucks “Epic Split” emerged victorious in two subcategories: “Social” in Cyber and “Other Screens” in Film. Starring JeanClaude Van Damme, the split captured the essence of stability and precision of the product’s dynamic steering. Film juror Al Mosely, CCO of 180 Amsterdam, stated “It kind of had everything. It had the product at the heart of the story, it was a fantastic demo. But it was more than that. It was a spiritual meditation, [which] had a huge emotional punch that we found extraordinary.”



T h e B e st o f C an n es Lion s 2 0 1 4

Nivea Sun’s “Protégé” Kid Tracker Awards Won: Mobile Grand Prix Nivea ensures a worry-free day at the beach for the entire family with their creative and functional Protégé ad campaign. Ad agency FCB Brazil released print ads in Brazilian magazines from which a bracelet can be acquired. This bracelet can then be placed on a child’s wrist and serve as a tracker once linked to their parent’s Nivea Protégé mobile app. Now, Mom and Dad can enjoy the sun while the kids run around in the sand.

Honda’s “Sound of Honda – Ayrton Senna 1989” Awards Won: Titanium Grand Prix Using the data recorded in 1989, Honda took an atypical approach of storytelling. By recreating the record-breaking lap of F1 driver Ayrton Senna through the magnified use of lights and sounds, Honda was able to establish a bridge between the past and the future at a poignant altitude. Jury President Prasoon Joshi and McCann CEO for India and South Asia said that the advertisement “...connects with you on a very human level and it also talks about legacy and the future at the same time, which is not easy to do.”

Harvey Nichols’ “Sorry, I Spent It on Myself” Awards Won: Promo/Activation, Press, Integrated, Film Grand Prix In the midst of the busy holiday season, DDB used a campaign that boldly emphasized the value of self-service. By means of film, print and a line of products, the movement encouraged consumers to spend a bigger portion of their precious savings on themselves while allowing them to adorn their loved ones with cheap Harvey Nichols branded goods. Juror Pete Favat, CCO at Deutsch, admired their bravery and said, “For a retailer to take their highest selling season and do something like this is remarkably bold. We wanted to reward that.”


ad list T h e Best of C an n es Lio n s 2 0 1 4

Coca-Cola’s “Happy ID”

Awards Won: Media Grand Prix

Awards Won: Grand Prix for Good

According to studies, Peru sits at the bottom of worldwide happiness charts. Ever true to their mission of spreading happiness, Coke came up with something that would turn those Peruvian frowns upside down. Developed by McCann, the campaign featured Coke photo booths set up around Peru that citizens could use to take photos for their national IDs. But here’s the catch: the photo booth would only take the photo if the subject was smiling. As Coca-Cola Trans-Andean Marketing Director Lizandra Freitas says, “Smiling is a sign of optimism, well-being and happiness. It should be expressed and become increasingly visible.”

Dutch agency Lemz produced a ground-breaking online campaign designated to entice and classify child pornography patrons for the charity organization Terre des Hommes. Via the usage of a realistic Filipino girl avatar, the team was able to track the nationalities of these law breakers. Because of its altruistic nature, the campaign was unable to bag the top prize in the general categories. However, it was able to pick up the Grand Prix for Good—the award for which pro-bono and charity campaigns are deemed eligible.

Pharrell Williams’ “24 Hours of Happy”


Terre des Hommes’ “Sweetie”

G-Star Raw & Pharrell Williams’ “RAW for the Oceans”

Awards Won: Cyber Grand Prix

Awards Won: Product Design Grand Prix

Through the empowerment of individuals by featuring their day-today activities, this 24-hour long interactive music video of Pharrell Williams’ “Happy” has defined excellence in the course of its stimulating impact. Simply put, production company Iconoclast has reinvented user interface by integrating popular tracks into multimedia records. Jury president Susan Bonds, CEO of 42 Entertainment, explained, “What was really amazing about it was it was an online experience that evoked emotional response and behavior. The interface was seamless.”

Singer Pharrell Williams sure won big at this year’s Cannes. Not known to many, Pharrell is also the creative director of Bionic Yarn, a company that makes yarn and fabric out of plastic bottles. Earning him his second award is his collaboration with G-Star Raw entitled “RAW for the Oceans,” a clothing line of denim pieces recycled from marine waste. According to Jury President Donghoon Chang, the idea stood out for its function, form, innovation, and notable commitment to sustainability and social responsibility.


O l i v i a W il l You ma r r y Me

A Breakdown on the

Olivia Will You Marry Me Campaign As a frequent rider of the Metropolitan Rail Transit (commonly known as MRT), I became familiar with the usual sights along EDSA. Inside this public transportation vehicle, I’d either be comfortably seated while I try to stay awake, or be cramped between two armpits hovering above my head. As with the sentiments of most commuters, every day is a struggle of surviving this mostly-chaotic-and-rarely-peaceful environment.

In terms of gaining interest from their target market, the company was generally successful. The idea was to attract the audience with the use of a brilliant concept that was further amplified with its integration to a special occasion. The name Olivia was attractive and rare enough for prying Filipinos to conduct a so-called research to discover the reason behind the scheme. Their unconventional approach towards this endeavor was well-received by spectators.

One day, as I was seated by myself with my mind wandering into deeper thoughts, a group of people started snapping photos not of themselves but a particular billboard outside.

Its teasing nature told so much yet so little about its back story. Furthermore, the inclusions of the numbers “21414” as a reference in order to persuade future buyers were unusual yet eccentric. In fact, the in-house team (Bheng Traquena, Jazz Gacula, Mike Mijares, Denise Ballares, and Cara Garcia) behind this scheme gladly shared in an interview with Rappler that a handful of the male population contacted them to ask not about the name, but rather on the payment terms.

Ever the chismosa that I am, I took a peek and saw this huge pink banner with curved letters stating the words “Olivia, will you marry me?” and the numbers “21414” beneath it. What surprised me even more is that the said billboard was found in almost every bus station. I thought to myself, “Wow, this guy must be filthy rich.” As expected, social media practically exploded with numerous theories to explain the exuberant proposal. Some claimed it to be a proposal made by actor John Prats for his long-time girlfriend, Isabel Oli, whose real name is Olivia Daytia. Others considered it a marketing ploy for international television series “Scandal.” And what could be the most hilarious assumption of all was that it was an advertisement for feminine wash. As the days drew closer to Valentine’s Day, Filipinos became more and more intrigued to know the figure behind this grand romantic gesture. On the presumed date of revelation, many were disappointed to discover the monotonous reality:“21414” did not signify February 14th 2014, but rather to the weekly price of a unit in condominiums by real estate company Empire East.

However, the atypical technique fell short in sustaining the hype. Unfortunately, at the moment the campaign reached its peak, it drastically declined as the truth revealed itself. This avant-garde method focused too much on Olivia, and thus failed to instill the proper brand of the condominium. As much as it tried to relate with one’s human experience, there has been a disjoint due to the hurried and strained connection between the two. At the end of the day, Olivia was remembered as a character in a lovestruck story and not as a representation of an investor in the company. Sam Tamayo


pulpy goodness




6 3 Viel Vidal, “Unwanted”, Digital Photography




4 Viel Vidal, “Into My Eyes”, Digital Art

1 Ash Cruz, Untitled, Oil on Canvas

5 Enzo Morelos, “Dancing Mad”, Digital Art

2 Viel Vidal, “Gateway”, Digital Photography

6 Enzo Morelos, “She’s Electric”, Digital Art

pulpy goodness Ar tw or k s






9 7 Nissie Arcega, “Mermaids Out of Water”, Digital Photography 8 Nissie Arcega, “Princesses and Patience”, Digital Photography 9 Viel Vidal, “Urban Dubbed”, Digital Photography


10 Veatriz Vallestros, “Odaiba”, Film Photography

12 Veatriz Vallestros, “Tatami”, Film Photography

11 Veatriz Vallestros, “Nobita”, Film Photography

13 Veatriz Vallestros, “Tomisaki-kan”, Film Photography


The World Cup of Advertising: August 2014 Juiceletter External Issue  
The World Cup of Advertising: August 2014 Juiceletter External Issue