PHOTO: PANAta Awards 2021, hosted by GMA broadcaster Pia Arcangel
The most creative and effective brand campaigns in the country took center stage at this year’s PANAta Awards. The 2021 awards night, held virtually on December 8, reflected this year’s theme of Hilaraya to encourage brand builders and the entire industry to move forward together with courage toward new realities.
McDonald’s Philippines’ campaign titled McClassroom was a runaway winner, bringing home gold citations for Brand Bravery, Brand Excellence CSR, Excellence in Brand Positioning, Marketing Innovation, Gawad Pandayon Authenticity and the much-coveted Grand PANAta award.
The campaign portrayed the transformation of McDonald’s party areas into a work-friendly McClassroom from October 9 to 23, 2020 for teachers to use for free as they shifted to distance learning. Done in a matter-of-fact approach with a true-to-life portrayal of the challenges that the educators faced made the campaign natural and poignant, truly deserving of a Grand PANAta Award.
The prestigious one-and-a-half-hour show was streamed over PANA’s Facebook page, YouTube channel and media partners’ social pages. Hosted by GMA broadcaster Pia Arcangel with special performances from Viva Talents, GMA Network and Wilbros Entertainment, the show lauded the hard work of brand builders in this time of crisis as well as collaboration with the advertising and media agencies.
The other winners at the PANAta Awards 2021 are as follows:
| COMPANY | AGENCY | CAMPAIGN TITLE | CITATION |
| Brand Bravery | |||
| Golden Arches Development Corp. | Leo Burnett Manila | McClassroom | GOLD |
| Unilever Philippines, Inc. | Green Park Content | Challenging Traditional Beauty Standards Through Inclusivity To Celebrate Everyone’s Own Beautiful (BeautyHub.PH) | BRONZE |
| Excellence in Brand CSR | |||
| Golden Arches Development Corp. | Leo Burnett Manila | McClassroom | GOLD |
| Nestle Philippines | Ogilvy & Mather Philippines, Inc. | Total MILO Home Court | SILVER |
| Mega Global Corporation | Mega National Sardines Day | BRONZE | |
| Excellence in Brand Positioning | |||
| Golden Arches Development Corp. | Leo Burnett Manila | McClassroom | GOLD |
| Nestle Philippines | Dentsu Jayme Syfu Inc. | Bangon. Sulong. (Nescafe) | SILVER |
| Nestle Philippines | Ogilvy & Mather Philippines, Inc. | Total MILO Home Court | BRONZE |
| Excellence in Customer Empowerment | |||
| The HongKong & Shanghai Banking Corporation | Wunderman Thompson | HSBC’s Tim Hortons Coffee and Donation Drive | GOLD |
| Golden Arches Development Corp. | Leo Burnett Manila | McClassroom | SILVER |
| Unilever Philippines, Inc. | Ogilvy & Mather Philippines, Inc. | #ReflectYourBeauty (Dove) | BRONZE |
| Excellence in Marketing Innovation | |||
| Golden Arches Development Corp. | Leo Burnett Manila | McClassroom | GOLD |
| Teleperformance | SVEN | TPin3: The Recruitment Time Portal | SILVER |
| Procter & Gamble Philippines | Downy Bye Bye Bahayrus | BRONZE | |
| Gawad Pandayon – Authenticity | |||
| Golden Arches Development Corp. | Leo Burnett Manila | McClassroom | GOLD |
| Nestle Philippines | Ogilvy & Mather Philippines, Inc. | MILO Champion Habit | SILVER |
| Ayala Land Inc. | 2020 Festival of Lights: Lights and Sound Show Virtual Edition | BRONZE | |
| Gawad Pandayon – Courage | |||
| Golden Arches Development Corp. | Leo Burnett Manila | McClassroom | SILVER |
| Golden Arches Development Corp. | Leo Burnett Manila | McDeliverBack Breakfast for Heroes | BRONZE |
| Gawad Pandayon – Creative Effectiveness | |||
| Unilever Philippines, Inc. | Ogilvy & Mather Philippines, Inc. | Makasama Ngayong Pasko – Together this Christmas (Lady’s Choice) | GOLD |
| Golden Arches Development Corp. | Leo Burnett Manila | McClassroom | SILVER |
| Procter & Gamble Philippines | Downy x BTS | BRONZE | |
| Media Category – Digital | |||
| Unilever Philippines, Inc. | Green Park Content | Using the Power of Real-Time Search Data to Innovatively Help Filipinas Navigate the New Normal | SILVER |
| Johnson & Johnson Phils. | Wunderman Thompson | J&J Project BibigKasin Challenge (Listerine) | BRONZE |
| People’s Choice – Excellence in Brand CSR | |||
| SM Development Corporation | Building a Community of Good Guys Through Volunteerism at SMDC | GOLD | |
| Mega Global Corporation | Mega National Sardines Day | SILVER | |
| Megaworld Foundation, Inc. | Megaworld Takes a Stand for the United Nations Sustainable Development Goals | BRONZE | |
| People’s Choice – Excellence in Brand Positioning | |||
| Procter & Gamble Philippines | Downy Bye Bye Bahayrus for Excellence in Brand Positioning | GOLD | |
| Nestle Philippines | Dentsu Jayme Syfu Inc. | Bangon. Sulong. | SILVER |
| BDO Network Bank | Vitalstrats Creative Solutions, Co. | Ang Inyong BDO sa Bayan | BRONZE |
| People’s Choice – Excellence in Customer Empowerment | |||
| University of Santo Tomas | Cargasus: The Flying Carabao Campaign | GOLD | |
| Unilever Philippines, Inc. | Green Park Content | Challenging Traditional Beauty Standards Through Inclusivity and Empowerment To Celebrate Everyone’s Own Beautiful | SILVER |
| Pilipinas Shell Petroleum | Team OnGround Inc. | The 53rd Shell National Students Art Competition | BRONZE |
| People’s Choice – Gawad Pandayon – Courage | |||
| SM Supermalls | Bolstering COVID-19 Vaccine Confidence and Trust with SM Supermalls Vaccination Program | GOLD | |
| Golden Arches Development Corp. | Leo Burnett Manila | McDeliverBack Breakfast for Heroes | SILVER |
| Golden Arches Development Corp. | Leo Burnett Manila | McClassroom | BRONZE |
| SPECIAL AWARDS | |||
| Golden Arches Development Corp. | Leo Burnett Manila | McClassroom | Grand PANAta Award |
| Nestle Philippines | Ogilvy & Mather Philippines, Inc. | Total MILO Home Court | WFA Best in Brand Positioning Award |
| Sun Life Philippines | Vitalstrats Creative Solutions, Co. | Real World, Real Talk Series: Your Guide to Adulting | PANAta together with Meta, Connecting for Good Award |
| Mariel Chavez | Procter & Gamble Philippines | Downy Bye Bye Bahayrus and Downy x BTS | Brand Builder of the Year |
“On behalf of PANA, we congratulate all the winners of the PANAta Awards 2021. Kudos to all brand builders who submitted amazing campaigns, making this year’s awards challenging for our jurors,” shares Marvin Tiu-Lim, PANA president and PANAta Awards 2021 chairman.
To watch the PANAta Awards 2021, visit PANA’s Facebook page or PANA Official’s YouTube Channel and relive the exciting moments of this year’s awards night.
