Pinoy youth, arts, and culture: What’s up with that?
The Philippine Association of National Advertisers (PANA) holds the annual PANAnaw Student Competition on IMC. This is the 18th PANAnaw, and like its predecessors, each year puts forth a case study that stands on socio-cultural stories. Students from universities and colleges vie for a finalist berth every year, bringing with them months of earnest hard work for the opportunity of presenting to the best marketing and creative communication practitioners in the country.
PANAnaw’s theme this year is “Pinoy to the World,” a competition and collaboration between the PANA Foundation and the National Commission for Culture and Arts (NCCA).
As it happens yearly, it’s an extremely stiff competition, this year producing only six schools making it to the finals. Breaking records yearly, the competition received a total of 28 entries.
CHITO MANIAGO – PANAnaw Co-chair
“It is with pride and honor that we are here today, where all roads lead to the Philippine Trade and Training Center (PTTC) despite the weather.
The PANA Foundation continues its advocacy on youth development. This is the 18th year of the PANAF Students Competition on Integrated Marketing Communication (IMC). The 18th year is a debut, a coming of age. Let us use this opportunity to learn from and with each other the ins and outs of society. To the future batch of IMC industry, use this as an opportunity to learn from our experts and gurus. Remember: Content is king, but execution is queen.”
FERDIE ISLETA - Head of Arts, NCCA
“This is really a great experience for me as an NCCA worker. For 23 years, we always make programs to encourage the marketing industry and the educational sector, to encourage them to help the NCCA. Today, we at the NCCA are the ones listening to you, learning how to promote our programs on arts and culture. Malaking bagay po ito para sa amin. Tulad ng ipinakita niyo, ganyan po ang aming struggle on our sector to really promote culture and the arts. This competition was difficult on the judges, dahil lahat po magagaling. We are all winners. At the end of the day, what is important is that we are all united for our country to grow. There are many of us who are great, but what is important is helping each other. Sa lahat, dapat tayo ay marangal, malikhain, mapagbago, at Pilipino.”
Kwentong ‘Kwentuhang Art2Art’
What the judges had to say on the winning piece:
VENUS NAVALTA, IPG Mediabrands Philippines:
“I was impressed by the presentation. I liked the way (the team) analyzed, and segmented the audience, into which was more productive for this campaign. I also think that (your) use of storytelling as part of the campaign is excellent.”
MELVIN MANGADA, TBWA\Santiago
Mangada Puno:
“It was a concise and clear presentation. You took us through a journey that was very, very clear. I like that you made very concrete examples of what art and culture is.”
FERDIE ISLETA:
“Nakakatuwa ang inyong pina-kitang presentation. Kung ako ang mag-fu-fund sa NCCA, at ngayon ang submission ng project, siguradong approved na iyan. “
LEX CELERA, Scout Magazine:
“Should there (not) be space for art criticism?”
LIZELLE MARALAG, GMA Network Inc.:
“It is a strong strategy. Simple, and straightforward. I got it right away. I like the insights, on to the execution. It’s a single-minded idea and platform, with a seamless flow. The campaign is very sustainable. It’s not a one-time gimmick that people will just forget about. The fact that you can curate, and that you can change the themes, and align with the government agencies and have that multiplier effect on social media is something that I appreciate as a judge.”
BLEN FERNANDO, 2017 PANAF Chairman/ Alaska Milk Corporation:
“I agree that it was focused and singleminded. I appreciate that you were not afraid to make choices, even in the way you chose your target market. This is important. You could have gone very wide, but you chose to be selective. That is the beauty of this presentation. It was made with choice in mind, and carried the story through. You also had very distinctive assets in color and design. Even the (team’s) attire (was) Filipino-inspired, that really came through. And, the judges didn’t miss the simple nuance. ‘It made us realize how passionate you are on the topic.’”
ADI TIMBOL-HERNANDEZ, 2017 PANA President/ Golden Arches Dev’t. Corp.:
“I would have appreciated more amplification on the media side because a good idea without very good media support will just kill your entire execution.”