PANAta Awards 2021: Towards Hilaraya

PANAta Awards 2021 whose theme Hilaraya once again puts the spotlight on brand builders and the advertising community as they come together for the Awards Night on December 8 to reveal and honor the winners of the most effective and creative marketing communication campaigns in the country.

This year, the country’s prestigious annual award-giving body, organized by advertisers for advertisers, will celebrate with messages of moving forward with courage and optimism. Hilaraya, a portmanteau of the words hila, to pull together and hiraya, the fruit of one’s dreams will be the overarching tone of the one-and-a-half-hour online spectacle that will showcase the industry luminaries with Kapuso and Viva entertainers and talents like Heart Salvador, Rita Daniela, Arthur Nery, Janine Teñoso, The Wishfuls and The Juans.  Kapuso broadcaster Pia Arcangel will host.

To be proclaimed are the winners of the People’s Choice Awards who exemplify creativity despite the challenges. This year’s People’s Choice winners for Excellence in Brand Positioning are Procter and Gamble’s Downy Bye Bye Bahayrus (Gold), Nestle Philippines and Dentsu Jayme Syfu Inc.’s Bangon Sulong (Silver) and BDO Network Bank and Vitalstrats Creative Solutions, Co.’s Ang Inyong BDO sa Bayan (Bronze).

The Gawad Pandayon Courage recognized brands that rallied people to a cause or advocacy related to pandemic response. The audience’s choice for the most moving campaigns that called them to action are SM Supermall’s Bolstering COVID-19 Vaccine Confidence and Trust with SM Supermalls Vaccination Program (Gold), Golden Arches Development Corp. and Leo Burnett Manila’s McDeliverBack Breakfast for Heroes (Silver) and McClassroom (Bronze).

Some brand campaigns focused on giving back to the community while keeping true to their brand proposition. The People’s Choice – Excellence in Brand CSR winners are SM Development Corporation’s Building a Community of Good Guys Through Volunteerism at SMDC (Gold), Mega Global Corporation’s Mega National Sardines Day (Silver) and Megaworld Takes a Stand for the United Nations Sustainable Development Goals - Megaworld Foundation (Bronze).

The People’s Choice – Excellence in Customer Empowerment recognized campaigns that aim to inspire consumers, empower the minorities and bind the brand promise to social issues. The winners are University of Santo Tomas’ Cargasus: The Flying Carabao Campaign (Gold), Unilever Philippines, Inc. and Green Park Content’s Challenging Traditional Beauty Standards Through Inclusivity and Empowerment to Celebrate Everyone’s Own Beautiful (Silver) and Pilipinas Shell Petroleum and Team OnGround Inc.’s The 53rd Shell National Students Art Competition (Bronze).

“The People’s Choice Award winners have strong messages for Filipinos across the country. But the excitement doesn’t stop there! We are looking forward to finding out which campaigns will get the eight PANAta Brand Builder Awards this year. We also await who the Brand Builder of the Year will be and the choice of WFA for the Best in Brand Positioning. The entries we received were overwhelmingly attuned and compelling. Our panel of jurors had a hard time choosing which of these campaign entries deserve the Brand Builder Awards,” shares Marvin Tiu-Lim PANA president and PANAta Awards 2021 chairman.

Stay updated to see which campaigns will bag the next set of awards. Find out who will win this year’s most-coveted Grand PANAta Award. Stream the PANAta Awards 2021: Hilaraya Awards Night live on December 8 at 7:15pm via PANA’s Facebook page and YouTube Official Channel. Program starts at 7:30pm.