Campaign Spotlight: Toyota PH Calls the Nation to Stop Moving Today in New Films by Dentsu Jayme Syfu
MANILA, PHILIPPINES – When Metro Manila was placed on enhanced community quarantine last March 16, 2020 to prevent the spread of Covid-19, Toyota Philippines wanted to help by amplifying the government’s message of staying put and staying at home. Quite an ironic message for a global company whose business was built on moving people from one place to another.
So with the help of Dentsu Jayme Syfu, Toyota created 2 online films that encouraged Filipinos to stop moving and stay at home. The first film was created from footage shot by content creator Vir Bryan Ascabano, featuring empty Metro Manila streets, asking people not to drive a Toyota – to keep it parked and have the driver’s seat empty for the greater good. While it seemingly goes against their message of mobility for all, the film emphasizes that the only way to move forward tomorrow is to stop moving today.
The film was accompanied by a shorter video post where traffic noises were visualized with soundwaves. As the traffic noises descend into silence, the soundwave becomes a straight line. This was a strong reminder that staying off the road and staying at home would have an immense contribution in flattening the curve.
In addition to their efforts online, Toyota Motor Philippines also dedicated a fleet of their test vehicles to providing shuttle services and cars to healthcare workers and frontliners, enabling them to move more freely and easily to and from the hospital.
CREDITS
SOUNDWAVE
Executive Creative Director/Copywriter: Jerry Hizon
Creative Director: Allan Montayre
Art Director: Anton Campos
Social Media Manager: Abby Bontia
Social Media Manager: Sed Aguil
Account Manager: Pat Gonzales
Account Director: Justine Oca
Executive Digital Director: Julia Pronstroller
SHORT FILM
Executive Creative Director: Jerry Hizon
Executive Creative Director: Biboy Royong
Creative Director/Editor: Allan Montayre
Associate Creative Director/Copywriter: Therese Liboro
Social Media Manager: Abby Bontia
Social Media Manager: Sed Aguil
Account Manager: Pat Gonzales
Account Director: Justine Oca
Executive Digital Director: Julia Pronstroller
Music: Soundesign
Videography: Vir Bryan Ascabano
Client: Toyota Motor Philippines
NEW YORK — The annual New York Festival Advertising Awards has just revealed the campaigns that are moving on to the next round of online judging as it revealed the 2020 shortlist, from over 60 participating countries from all around the world. The respective juries for each of the categories have relentlessly assessed the thousands of entries submitted for the show through virtual judging panels, and the numbers are now all in.
“We’re thrilled with the caliber of this year’s cutting-edge entries, the 2020 Grand Jury judged thousands of entries and set a high bar for the Shortlist,” said Scott Rose, Executive Director of New York Festivals Advertising Awards. “As always, running a fair and competitive top-flight competition judged by prominent international creatives was our goal at the competition launch in October.”
The Philippines is a strong contender in the 2020 shortlist, with 55 entries making the cut, from 10 local agencies:
- Petch & Partners — 19 entries
- TBWA\ Santiago Mangada Puno — 9 entries
- McCann Worldgroup Philippines — 9 entries
- Leo Burnett Manila — 6 entries
- Dentsu Jayme Syfu — 3 entries
- The Extra Mile Productions — 3 entries
- Wunderman Thompson Philippines — 2 entries
- GIGIL — 2 entries
- Propel Manila — 2 entries
- Seven A.D. — 1 entries
Shortlisted entries progress to the live online judging rounds with the 2020 Executive Jury, an elite group of global CCO’s and other top agency creatives. Through five rounds of judging, the Executive Jury will select Finalist, Third Prize, Second Prize, First Prize, Grand Award and Best of Show award-winning entries.
The New York Festival Advertising Awards 2020 competition winners will be announced May 2nd.
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