THE VALUE OF CREATIVITY: TEAM VCS AND THE 2019 ARAW VALUES ADVERTISING AWARDS
Nowadays, we see a number of ads that discuss values and advocacies. Brands are starting to make an effort to talk about issues such as LGBTQ rights, feminism, and the environment. We see big companies and celebrities getting political. One might ask: is all of this just a trend or marketing ploy, or is it a joint effort to “change the world”?
As advertisers, content creators, and creatives, our mission is to COMMUNICATE. We talk about brand benefits and weave stories. We help solve problems and grow businesses. But the most important thing that we have to remember about our work is that it makes an impact on society. We have the power to reach millions and the skills to craft beautiful messages...why, then, should we not use these to serve our community and create social change?
This is the question that the ARAW Values Advertising Awards poses to the advertising industry. This biennial competition organized by the Advertising Foundation of the Philippines challenges advertisers to come up with outstanding & excellent advertising and marketing messages that promote seven cornerstone values. These are: 1) love of God and respect for all religious beliefs, 2) commitment to truth, honesty, and justice, 3) love of country and respect for national customs and traditions, 4) reverence for family unit, or marriage, or responsible parenthood, 5) respect for human life and dignity and the rights of all, 6) respect for law and authority and promotion of self-discipline, and 7) concern for and preservation of the environment. This competition concretizes the belief that the “advertising industry can continue to positively influence values formation among Filipinos, helping in the cultural transformation of our nation”, as stated by Ms. Blen Fernando, the Overall Organizing Chairperson of the ARAW Values Advertising Awards.
Now on its 11th installment, the current ARAW Values Advertising Awards has evolved to become more inclusive and responsive to the changing times. Today, the cornerstone values champion the rights and dignity of groups such as the LGBTQ community, PWDs, and children with special needs. Through timely changes like these, the ARAW Values Advertising Awards serves as “a forum where the Philippine advertising industry reaffirms its commitment to harness our collective talents to forge a more loving, more caring, and more compassionate society”, as mentioned by Ad Foundation’s Presiding Chairman Ruperto “Jun” Nicdao, Jr.
Another addition to the ARAW Values Awards is a new segment: the ARAW Technical Awards. This category emphasizes the value of technical craftsmanship and expertise to the delivery of messages on the seven cornerstone values.
Like any other competition or event, the ARAW Values Awards requires judges and event collaterals. Vitalstrats Creative Solutions is proud to be a sustaining member of the Advertising Foundation of the Philippines, and we are honored to have served the industry as part of the Organizing Committee. Our Chief Creative Officer / Managing Partner, Amrei Dizon, was a member of the Technical Core Group, a judge for the Metal rounds of the competition, and the Co-Chairperson of Production in the Organizing Committee.
VCS also assisted the ARAW Values Awards team by creating materials that would promote the event such as digital posters, videos, and print materials. Andrea “Eia” Ricasio and Kai Abad took charge of our internal project management. Jan Agulto, our Associate Creative Director for Design headed the layout and design team. Meanwhile, Charl Fernandez and Albert dela Cruz, our multimedia specialists, crafted the videos and website.
2019 ARAW Values Awards SOUVENIR PROGRAMME
Print ads for the awards night
LED Billboards
Social media posts promoting the delayed telecast of the awards night
You can view the complete list of winners at the ARAW Values Advertising Awards website.
As creative partners of the ARAW Values Advertising Awards, we were also invited to attend the Awards Night! It was an honor to be able to witness the hard work of our fellow creatives and learn from each of their entries.
The managers of #TeamVCS at the ARAW Values Awards Night
We also got to enjoy performances by Martin Nievera, Bamboo, Jed Madela, and more!
We watched as Platinum awardees like ABS-CBN, Leo Burnett Group Manila, UxS Inc., and Reckitt Benckiser received their trophies. We were also able to witness the presentation of the Tanglaw ng Araw ng Kalikasan Award for Environmental Protection and Preservation & Advocacy Marketing for the late Ms. Gina Lopez.
Platinum awardees
Presentation of the Tanglaw ng Araw ng Kalikasan Award for Environmental Protection and Preservation & Advocacy Marketing for the late Ms. Gina Lopez
Congratulations to all the winners and the entire team behind the ARAW Values Advertising Awards! VCS is grateful for this opportunity to support the industry, and we would like to thank the whole ARAW Values Advertising Awards Organizing Committee, especially Ms. Linda Gamboa, for their guidance and trust. May we all continue using our talents for positive social change.
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Vitalstrats Creative Solutions (VCS) is a creative agency based in Quezon City, Philippines. VCS specializes in content marketing, advertising, and video production. We use strategic creativity to help our clients grow their brands.
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