Five PH creatives named to the 2018 New York Festivals Advertising Awards Grand Jury

Five top creatives from the Philippines were named to the 2018 New York Festivals Advertising Awards (NYF) Grand Jury, namely, Noel San Juan, Creative Director, Leo Burnett Manila, Jake Tesoro, Chief Creative Officer, FCB Manila, Nikki Golez, Creative Director, Dentsu Jayme Syfu, Javey Villones, Creative Director, J. Walter Thompson, and Maan Bautista, Creative Director, McCann Worldgroup Philippines.

They will join other creative leaders from all over the world like Yasuharu Sasaki, Executive Creative Director of Dentsu Inc., Daniel da Hora, Founder/CCO of DH,LO Creative Boutique, Bill Yom, Global Creative Director of Cheil Worldwide, and many others. In total, there will be 19 judges from Asia. The full list of judges are found here.

The Grand Jury was selected via a peer recommendation program developed by the NYF body. Judges were also chosen from last year’s award-winners, and recommendations from industry creative leaders as well as jurors from previous years.

The NYF is still in the process of inviting Executive Jury members. So far, three slots have been filled by Dörte Spengler-Ahrens, Chief Creative Officer of Jung von Matt/SAGA, Bruno Bertelli, Global Chief Creative Officer of Publicis Worldwide, Italy, Matt Eastwood, Worldwide Chief Creative Officer of J. Walter Thompson.

The jury will review the entries based on three criteria: Idea, Execution, and Brand Relevance. It will then select the shortlist which will move on to the Executive Jury.

The first deadline of submissions will be on December 15, 2017 with the final deadline slated on January 31, 2018. Awarding of metals will be done at the New York City Gala held by the NYF on May 17, 2018.


MANILA – Two weeks before Halloween, netizens were spooked on social media by a spine-chilling film of three guys recounting their uncommon horror stories. This was part of Master Philippines’ Halloween campaign #ArawNgMgaPatayNaPatay—a creepy yet campy storytelling of guys’ daily death-defying encounters with their die-hard admirers.

It stars Pambansang Bae, Alden Richards in a cobwebbed room wearing a classic Pinoy horror barong where he introduces the “horrific” experiences of three guys: JP Galvez, Julius Reyes, and Carl Vergara.

The film links out to an online generator where people can find out for themselves who among their Facebook friends are “Patay na Patay” over their good looks.

The campaign is consistent with Master’s irreverent and refreshing approach. People immediately shared it and tagged their friends whom they felt could relate.

Last June, Master Philippines also launched Pimple Awareness Month which featured a tongue-in-cheek PSA video with Alden leading guys to a revolution against pimples.

By showcasing humor, Master and Dentsu Jayme Syfu have made the brand more memorable and endearing to young men and their admirers. Now, more and more guys are in on the ultimate secret— ‘Sikreto Ng Mga Gwapo.’


Nikki is a Creative Director at Dentsu Jayme Syfu. And before that, the same at BBDO Guerrero. Campaigns that she’s worked on for both regional and local clients have been recognized at both international and Philippine award shows. Nikki fell into advertising after internships at a news station and a non-profit organization, and a short stint as a preschool teacher. Which might explain why her work tends to be research-based and cause-oriented – and why fine motor skills aren’t really her strong suit.


MANILA – Merlee Jayme, Chairmom and Chief Creative Officer of Dentsu Jayme Syfu won the prestigious and coveted 38th Philippine Marketing Association Agora Awards for Outstanding Achievement in Marketing Communications. The awards ceremony was held in the Maynila Room of Manila Hotel, November 9, 2017.

Now in its 38th year, the Agora Awards constantly highlights and rewards Filipino ingenuity and innovation in the field of Marketing.

Merlee is a multi-awarded business leader and creative mind, a sought-after speaker both locally and internationally, and an inspiring book author.

She recently launched Dentsu Mamalab, a network of Mothers from Japan, Indonesia, Singapore, Taiwan, and Thailand. This highly specialized group, based in Singapore, was formed to create communications that are relevant to the world’s favorite target market: mothers.

Previous winners of the Agora marketing communications excellence awards include Donald Lim, Country CEO of Dentsu Aegis Philipines (2014), David Guerrero, Chairman and Chief Creative officer, BBDO Guerrero and Lucien DyTioco, Executive Vice President, Philippine Star (2016).


MANILA – Shortly after being named Philippines Creative Agency of the Year at Spikes Asia 2017, Dentsu Jayme Syfu, the country’s leading creative agency continues its winning streak at the Boomerang Awards 2017 held last October 13 at the Ibiza Beach Club BGC. At the “Booms,” Dentsu Jayme Syfu and its digital/CX group Dentsu DIGIT snagged four metals, including a Gold for “Accepted” for Smart Communications, out of its seven shortlisted entries across a variety of categories.

Smart’s online video “Accepted” tells a subdued storyline that showed relationship tensions between two generations. Craftily highlighting the role of mobile and digital technology through Smart, it bridges the issue of sexuality and being accepted by one’s own parents. Moreover, it humanizes the conversation beyond the usual telecommunications promo offers.

“Accepted” gained massive traction in social media fueled by the widespread acceptance of the story from the LGBTQI communities. Engagement across multiple platforms have exceeded 20 million interactions which included a feature on the Daily Mail UK and a full episode on Bloomberg’s Insight dedicated to the campaign’s impact to society.

Dentsu DIGIT also earned two Bronze Boomerangs for its campaign “#uberstories” for the popular ride sharing platform Uber. #uberstories won bronze for Effectiveness (Acquisition) and Campaign categories.

#uberstories was a result of using social listening to mine real Uber stories from users themselves. The stories were then turned into actual, interconnected digital films. Dentsu DIGIT also launched a website where users can share their own story plotted on a map where the story happened.

Results from the campaign created new benchmarks for Uber including the highest viewership for the brand, increase in uberPOOL trips booked, rider sign ups, and Uber riders using the app during the campaign, app downloads, and free media coverage from Mashable, CNN Philippines, and Top Gear to name a few.

Also bagging a Bronze Boomerang for Campaign is the massively successful “The Good Experiment” for Unilever’s Breeze. The multi-awarded online video has already received accolades from Kidlat 2017 in the Branded Film Content category (bronze), Advertising Marketing Effectiveness in the Education category (Medallion), Tambuli Awards in the Media / Social Media category (Silver) and Creative Effectiveness category (bronze), Festival of Media APAC Awards in the Best Use of Video category (bronze), and Tangrams Effectiveness Awards in the Insights and Strategic category (bronze).

“The Good Experiment” is a social stunt that aimed to shift the mindset of moms that a stain on a child’s shirt is a badge of goodness. This resonated very well with the public earning over 24 million views during the campaign period with a true reach of 26 million people, and was covered by over 50 media networks. More interestingly, this was a campaign that has been used as an educational material in several schools and even as a material for homilies at church. Commercial impact further validates the success of the campaign driving increase in volume shares, purchase intent, brand interest and brand equity scores.

Several other projects of Dentsu DIGIT were also recognized in the shortlist of entries: “Unsafe Hookups” for Love Yourself in the Campaign category, “Uniqlo UPeepz” for Uniqlo in the Visual / Audio Excellence Craft category, “Twitter Intercepts” for Jollibee in the Creativity in Data Category and “#WipeAwayTheHate” for Unilever’s Master and Eskinol in the Effectiveness – Sentiment Improvement Category.

“Our wins in this year’s Boomerang Awards are testament to the agency’s commitment to creativity that changes lives through innovation and content that move people. We are very proud of the collaboration and true partnership with our clients who have worked closely with us in bringing these many human stories and innovations to life. Our shared belief that only bold moves reap bold rewards has surely paid off. Commercial results of every campaign that won us metals give us validation that our creativity has real business impact and, more importantly, continues to add value to people’s lives,” said Pao Peña, Chief Experience Officer of Dentsu Jayme Syfu.



MANILA – Who could have predicted that a facsimile of a dead whale built entirely of plastic would be so talked about worldwide? And who would have thought that the same dead whale would reap honors for Dentsu Jayme Syfu? But earn those honors ‘Dead Whale’ has, resulting in Dentsu Jayme Syfu walking away with the most number of awards at the recently concluded Spikes Asia Festival of Creativity 2017 in Singapore.

In an exclusive interview with adobo, Dentsu Jayme Syfu Chairmom and Chief Creative Officer Merlee Jayme shared some valuable insights into the award-winning campaign and how, though they are relatively new within the Dentsu network, the Philippine agency is living up to the high quality associated with the Dentsu name.

Genesis of a whale

“Late last year, we thought of the ‘dead whale’ project after hearing news about a dead whale spotted on a beach here in the Philippines,” Jayme says. “As we did more research, we found out that there were more unreported cases of beached whales in the Philippines alone. It was perfect timing when we met with Greenpeace about their ASEAN effort against ocean pollution.”

“We showed them our ‘whale of an idea’ and they loved it instantly,” she continues. “The only difficulty was the short deadline to make it to ASEAN week (May 8-12, 2017). To make it happen, there were a lot of selfless people who helped the team non-stop.”

Asked whose idea it was to create the dead whale, Jayme notes, “The team led by our Creative Director Biboy Royong created the idea and designed it completely made of plastic trash.”

As for the actual process of creating the whale away from prying eyes, Jayme bares that they had a limited window to work with. “We only had five days to actually work on it,” she relays. “We had nine carpenters and craftsmen working on it between shifts. We adjusted some details of the design based on their pace. We made sure the plastic whale would convince people that it was a real dead whale – in size and texture. We created this from a hidden warehouse near the beach. Greenpeace helped us secure a place and the permit for the beach. It had to be a relevant place where pollution was really a current problem. In the early morning before sunrise, this was carefully put on the shore. People in the area were really shocked when they woke up.”

Waking up to a changed world

The actual revelation of the whale on May 11 was planned all along to coincide with the ASEAN Leadership meetings held in Manila. “We mounted it on the shores of Naic, Cavite, a beach connected to Manila Bay near where the ASEAN meeting venue was held. Greenpeace wanted it on that specific date to make an impact on the ASEAN leaders. It truly did. Besides the social media impressions, TV news coverage both local and international, it even landed the front page,” Jayme says.

Upon mounting, it didn’t take long for the news of this “dead whale” to spread like wildfire online. “It was unveiled at 6:00 AM of May 11,” she chronicles. “A few hours later, it shocked the internet. It reached over 100 countries online while media oufits kept on coming to Naic, Cavite that day to cover the ‘dead’ whale.

Honors at Spikes Asia

The viral phenomenon brought a lot of attention to the huge problem of plastics being dumped in the seas around the Philippines from all over the world. It thus should not be considered a surprise that in the one of the first advertising themed festivals that the campaign was submitted as an entry, ‘Dead Whale’ reaped so many honors. To date, it won a Gold Spike for Media, Silver Spike for Outdoor, Silver Spike for PR, a Bronze Spike in Design, and a Bronze Spike in Direct for a total of five metals at Spikes Asia 2017 in Singapore.

On top of those awards, Dentsu Jayme Syfu earned the distinction of being awarded the newly-created award of Country Agency of the Year for the Philippines. “Of course, we were so happy,” Jayme said of their recent haul. “Our vision of creating ideas that change lives and change the world inspired us again. It was truly an honor for our agency and our country. Honestly, we were not at all expecting this. This was a very big blessing for us and ended our week in the best way possible.”

For its part, the home office of Dentsu Tokyo actually won the coveted Agency of the Year honor at Spikes Asia. Asked if the win by Dentsu Tokyo, Taproot Dentsu Mumbai (Country Agency of the Year for India), and Filipino media agency dentsu X (third place in Media Agency of the Year) puts any added pressure on Dentsu Jayme Syfu to also come up with award-winning campaigns, the Chairmom responds, “The pressure is always from ourselves and never from a network or anyone else. We sleep better at night whenever we come up with more creative ideas to help humanity. Making this world a better place through brand messages, technology or design should be every creative’s purpose.”

“We are a new member of the Dentsu family but we feel so much at home with the network’s goal of creating life-changing solutions. We also feel so proud to win this prestigious honor along with other Dentsu Creative agencies that we truly look up to: Dentsu Tokyo and Taproot Dentsu Mumbai,” she adds.

Regarding a message she and the agency have for the Philippine advertising industry in light of these victories, Jayme hammers home the message behind ‘Dead Whale’ when she says, “Being number three in the world in using plastics, it’s about time to help and educate every Filipino to refuse using it. Let’s start caring about our oceans, before it’s too late.”



Client: Greenpeace Philippines

Exec. Director: Yeb Sano

Oceans Campaigner: Vince Cinches

Media Campaigner: Angelica Pago


Agency: Dentsu Jayme Syfu

CCO: Merlee Jayme

CD: Biboy Royong

Copy: Soleil Badenhop

Art director: Blane Rosales

Production Coordinator: Sheila Villanueva

Business Unit Director: Julia Pronstroller Gallardo

Social Media Manager: Tabbi Tomas



Photographer: Ruben Hamahiga Dela Cruz

Production: Butch Garcia / Etnikolor

Post-production: Greenroom Inc.

Executive Producer: Franny Omampo

Producer: Lester Parulan

Post-Producer: JP Campos

Editors/Artists: Erin Hipolito, Jaymar Carinan, Berto Abenido

3D Animation: Underground Logic

Managing Director: Adrian Tecson

Head of Creative Operations: Paolo Morato

Senior Colorist: Leslie Tan

3D Artist/Animator/Generalist/VFX Supervisor: Wayne Dayauon

Renderer: Russ Galicia

Audio House: HIT Productions

Audio Engineer: Glenn Mariano

Music Arranger: Teddy Katigbak

Click here for a complete list of Philippine agency winners at Spikes Asia 2017 and here for the rest of the big Spikes Asia 2017 winners. Dentsu Jayme Syfu also won an award at the Tangrams Effectiveness Awards held on the first day of the Spikes Asia Festival of Creativity.



SINGAPORE – Dentsu Jayme Syfu emerged as the big winner among agencies representing the Philippines at the Spikes Asia International Festival of Creativity. As one of the inaugural winners of the Country Agency of the Year at Spikes, the Makati-based agency joined an exclusive club that includes Dentsu Inc. representing Japan, Clemenger BBDO Melbourne representing Australia, and Colenso BBDO Auckland from New Zealand.

Other Country Agencies of the Year are Cheil Worldwide Seoul (South Korea), Cheil Worldwide Hong Kong (Hong Kong), Ogilvy & Mather Singapore (Singapore), Fred & Farid Shanghai (China) Taproot Dentsu Mumbai (India), CJ Worx Bangkok (Thailand), Isobar Kuala Lumpur (Malaysia), and Hakuhodo Indonesia Jakarta (Indonesia).

Dentsu Jayme Syfu also snagged a Gold Spike in Media for ‘Dead Whale,’ a campaign that was released in time for the ASEAN Summit held in Manila this past May. The same campaign earned a Silver Spike for Outdoor, a Silver Spike for PR, a Bronze Spike in Direct, and a Bronze Spike for Design.

After collecting Cannes Lions honors for ‘Lives 1 of 3’ for client Fully Booked a few months ago, McCann Worldgroup Philippines added a Silver Spike in Radio for the same series. McCann also added one Bronze Spike each for ‘Lives – Frank,’ ‘Lives 2 of 3 – Nicky,’ Lives 3 of 3 – Hannah,’ and ‘Lives – Nicky.’

In Film, TBWA\Santiago Mangada Puno added to the many awards that their work for the Campaign Against the Return of the Marcoses to Malacanang (CARMMA) as ‘Correcting History: Archimedes Trajano’ won a Silver Spike. Meanwhile, J. Walter Thompson Manila won a Bronze Spike also in Film for its humorous ‘Stand Up’ campaign

For their part, Ogilvy Philippines won a Bronze Spike for Digital thanks to its ‘Search for the Goblin’s Bride’ campaign for KFC.

A recipient of one of the evening’s Special Awards was dentsu X. The agency earned third place in Media Agency of the Year honors.

The Spikes Asia International Festival of Creativity Awards were held at the Mastercard Theatre in Marina Bay Sands on the evening of September 29.

In main image, Dentsu Regional Chief Creative Officer receives one of the Spikes awarded to Dentsu Jayme Syfu.


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