MESSAGES

Through countless calamities, tragedies, and adversity, our nation has always relied on time-tested Filipino values to draw hope, inspiration, and the strength to rise again.

As we commend the most creative practitioners in the advertising industry, let us not forget that we hold this year’s ARAW Values Awards ceremony amidst the dark cloud of suffering and uncertainty left by the Taal Volcano eruption.

As such, the 2020 ARAW Values Awards is not only a showcase of the best value-laden campaigns but also 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.

It was way back in 2006 when the Ad Foundation first embarked on this project to shine the spotlight on advertising campaigns that promote the ARAW cornerstone values – love of God, the family, and the country; and respect for life, the environment, and our cultural heritage.

The necessity to promote these timeless virtues has not waned through the past 15 years; and in these trying times, let our voices and actions serve as a beacon that shines a light of hope that brightens even the darkest days.

The successful running of the ARAW Values Awards through three decades is an affirmation of the spirit of service, cooperation, and patriotism among our volunteers from the advertising industry, our corporate partners, and the government sector. Let us share the same spirit of service, cooperation, and patriotism to those most in need of inspiration and comfort.

Thank you to everyone who has made the ARAW Values Awards competition a resounding success and who continue to make a positive difference in the lives of our fellow Filipinos.

Bringing back Good Manners and Right Conduct (GMRC) into the educational system’s curriculum was one of the most talked topics during the past year. Because children spend extended hours in schools, this institution takes over the role of the home during time spent in the classroom. GMRC is an important aspect in our children’s education but the bedrock of proper behavior is something deeper and more significant than “good manners.”

The bedrock is our values.

The Advertising Foundation of the Philippines is probably the most consistent organization in championing positive values among our advertising practitioners and our communications work output through the years. The Foundation consistently espouses the seven (7) Filipino cornerstone values that are based on socio-anthropological studies. These 7 cornerstone values, involving truth, rights, family, country, faith, discipline and environment, are principles that are proven to be consistent, universal and transcultural.

The importance of values is well captured by the famous author and inventor Edward de Bono when he said that “Effectiveness without value is a tool without a purpose.” For our company and our brands, values give real purpose than simply obtaining the bottom line. They give brands a bigger and more meaningful role in the life of our Filipino families. For the nation, values are important in the long-term development of our country and our people, especially the youth, building character that leads to behavior that can positively impact the individual, the community and, eventually, our nation. Values are timeless and, in a sense, borderless, passed down through generations.

While there our environment sees changes at high speed due to technology, it is these values that bind us together and create stability and unity despite our individual differences. Values shared by our people drive our culture and create a compass that help navigate when we have to make important decisions and deliberate choices as individuals and collectively as a people. The decisions made based on values represent what we is important to us. The Ad Foundation is now even more convinced that our advertising industry can continue to positively influence values formation among Filipinos, helping in the cultural transformation of our nation through our industry’s energy, talents and skills. The ARAW Values Award, now on its 11th season, is probably the only one of its kind in the Asian region, if not the world, that is solely dedicated to recognizing outstanding brandbuilding and communication initiatives that capture the 7 cornerstone values on TV, radio, print, outdoor, cinema, and digital.

For the first time and in collaboration with a select group of highly respected industry leaders who excel in the technical fields, the Foundation gives recognition to valuesoriented communications produced with technical excellence. In this initial year, the ARAW Values Award for Technical Excellence is given in the areas of production design, photography, cinematography, sound, editing and restoration. As our industry moves forward and with the emergence of a new generation of practitioners, we also evolved the look of the competition - younger, more progressive. Based on scientific research, the 7 cornerstone values remains intact. Nevertheless, with the help of a well-respected socioanthropologist, we reviewed them and made a conscious effort to better understand their implications in today’s social developments.

Allow me to say that it is an honor and privilege to serve once more as the Chairwoman of the ARAW Values Awards Organizational Committee. Let me thank the Ad Foundation for trusting me with the responsibility of leading a team of talented and dedicated men and women who believe in their hearts that Filipino values bring energy, creativity, enthusiasm, commitment and hopefully, in the longer term – positive changes to the soul of our nation.

Please join us in further inspiring advertisers, advertising agencies, and the media to continue developing values-oriented communications, marketing campaigns and brand activation, and especially encouraging them to use online and digital media in the most responsible way.

We now present to you the winners of the 11th ARAW Values Awards.

Let Filipino values shine – and shine the brightest.

Magandang ARAW sa inyong lahat!

Thank you for taking part in the 11th ARAW Values Competition.

But more importantly, thank you for fighting the good fight.

Teaching values is a tall order. Especially amidst difficult bottom lines, negativity, multi-level approvals and rising media and production costs.

But despite all these challenges, you still were able to submit entries that impressed and inspired the judges. So kudos to all of you!

When you display your awards in your own offices, may these serve as symbols of truth & hopefulness. We hope you continue to espouse values in your future craft as we build a better and brighter nation... one advertisement at a time.

Hopefully, in the future, we can greet each other, “Magandang ARAW-ARAW”!

The force that drives the ARAW Values Awards is the idea that to be truly useful in people’s lives advertising must go beyond the sales pitch by and reach those realms of the human personality that aspire to something greater, something that enriches their bodies, minds and spirit and shapes their ability to live in harmony with one another. This, indeed, is a worthy pursuit for today’s advertising practitioner.

I am gratified by the enthusiastic response of our advertising community to this year’s ARAW Values Awards, judging by the number of entries received. It means that the ARAW Seven Cornerstone Values are widely shared by our advertising practitioners and that they consider it worthwhile to make these values part of their advertising messages.

This has made our work in the Competition Management Committee, as I am sure, for all those involved in the project, enjoyable and fulfilling.

By the mercies of God, may the sun continue to shine on us all.

The test of ideation is execution. Technical Excellence is heavily important in the creation and production of advertising and marketing communication materials, if to make them greatly effective. It drives the development of standards to maintain a high quality level of compliance and rendition, thereby enhancing the totality of the ad material.

It is in this pursuit of and commitment to an uncompromising level of performance that led to the formation of the ARAW Values Technical Awards. This is the realization of a long-pursued dream by the production-technical sector of the marcom industry to have a legitimate, credible body that will give guidance, recognition and inspiration to the technical craftsmen of the field for their passion, specialized skills and contributions. The creation of the awards is also a triumph, in that after so many years of struggling to work it out in different ways including exploring it with different associations, to no avail, it has now finally become a reality.

The formation of the ARAW Values Technical Awards is a significant revival and development in giving due recognition and honor to the crucial role that technical craftsmanship plays in effectively delivering advertising messages, and for ARAW, its seven cornerstone values.

The Technical Core Group, consisting of active industry practitioners who are association leaders and staunch suporters of the discipline, expresses its utmost gratitude to the Advertising Foundation of the Philippines for the integration of the technical competition into the ARAW Values Awards by way of creating the ARAW Values Technical Awards and its pilot run during the AVA 11th edition. Our appreciation extends to the 11th ARAW Values Awards Overall Organizing Committee, for working on the refinements and details of the ARAW Values Technical Awards Competition Rules for the immediate pilot.

The group strongly believes that technical excellence is the key to the industry’s competitiveness in the rapidly changing nature and globalization of the marcom industry. We vow to further develop the production-technical awards in the forthcoming years. We commit to passionately cultivate our advocacy for technical excellence.