The Filipino Channel’s (TFC) 2015 station ID “Galing ng Filipino,” which tries to convey these words – that the greatness of the Filipino people as anchored on unique Pinoy values, cuts across – recently won a Silver at the 10th Araw Values Award held at the Dolphy Theater at ABS-CBN Corporation in Quezon City Philippines.
Premier network TFC’s 2015 station ID won a Silver for Advocacy under the Branded Communications category for promoting “love of country and respect for national customs and traditions” at the decade-long and prestigious Araw Values Awards, an award-giving body organized by the Advertising Foundation of the Philippines, headed by Jun Nicdao.
Nicdao said: “We’ve gathered to recognize brands, advertising agencies and college students who had harnessed their creativity to create campaigns that inspire change among Filipinos. He added: “We believe that our industry is more than just about building brand awareness and increasing share of market.”
The winning TFC station ID which beat about 400 entries was launched a year after TFC’s 20th anniversary in 2014, took off from the campaign celebrating the network’s two decades of service – “Ipagpatuloy Mo, Galing ng Filipino.” The 2014 station ID tried to tell the world of the many traits that enable Filipinos to survive and thrive wherever they are in the world in a song originally sung by Total Performer Gary Valenciano.
The 2016 station ID took it to a step further to engage the younger generation of overseas Filipinos and make them realize that this greatness goes beyond the first generation of Pinoys.
Anchoring on the key words of the 2014 SID “Ipagpatuloy Mo, Galing ng Filipino,” the more recent SID essays that the young generation is crucial in propagating the values that define us as a people in the following fields: arts and cultural production; community mobilization; and outreach programs.
Put into life by young total performer and former overseas Filipino Darren Espanto, with backing vocals by Hollywood DJ Tom Taus, the SID acknowledges this moving forward as captured in the key words “We are a race of champions. We are one greatness, never let that go.”
Along with Espanto, the station ID provided the showcase of the ‘galing ng Filipino’ for key Filipino youth who have excelled in several fields as identified by “feels” or a coined term for expressions of emotions in the superlative: Explore (Science and Technology), Create (Visual Arts), Write (Literature, including online media); Speech (Advocacy); Perform (Performance Arts); Give Back (Social Responsibility); and Sustain (Galing or Greatness of the Filipino and championing the Filipino talent).
Blen Fernando, this year’s Araw Values Awards Overall Supervising Chairperson, said that the award-giving body looked for the “7 Cornerstone Values” in the submitted entries: love of religion and God; truth and integrity; love of country; reverence for family; respect for life and dignity of all; respect for law and authority and preservation of environment.
“These values are what we want to continue preserving amidst changes in the society, brought about by technology, by mass media, by political upheavals, by the traffic, by globalization and urbanization, and many more factors,” explained Fernando.
On its 10th year, Araw Values Awards has already given 27 Gold awards, 47 Silver awards and 70 Bronze awards, after filtering a record-breaking 424 entries this year.
Aside from TFC’s Silver award, ABS-CBN Corporation have four more Silver awards under its belt this year which are “PopeTYSM,” “#AralNgEDSA,” “Summer Halalan” station ID and “Choose Philippines Docu.”
The network also bagged four Bronze awards: DZMM’s “PamilyaSerye,” “ABS-CBN EDSA Testimonial Susan Quimpo,” “ABS-CBN EDSA Heroes Confetti” and Sports + Action’s “Pusong Palaban ng Lahing Pilipino” station ID.
The recognized campaigns, Nicdao said, “mastered the art of building brands and build the most important brand – brand Philippines – the Filipino brand. They don’t just move products. With the right message, right medium and right media plan, they can move the entire nation forward.”
The “Galing ng Filipino” SID was written by Jonathan Manalo with additional lyrics from Global Marketing Head Pam Castillo and Integrated Marketing Communications Creative Director Jay Santiago with music from ABS-CBN Philharmonic Orchestra under the baton of Maestro Gerard Salonga. The SID featuring 20 iconic youths, was a brainchild of TFC’s concerted teams headed by Chief Operating Officer Rafael “Raffy” Lopez; ABS-CBN North America Managing Director Chinky de Jesus; Global Content Head Edgar “Ned” Legaspi; TFC@theMovies Business Unit Head John-d Lazatin; Global Carriage Business Unit Head and Concurrent NA Marketing Head Rolando del Rosario; Global Corporate Affairs and PR Head Nerissa Fernandez; Movies, Production and Entertainment Group Head and director John-D Lazatin; and by Castillo.
The SID shot in key parts of the world was produced under the supervision of Female Specialty Channels Unit Head Aileen Paredes, Promo and Media Design Group Head Joel Barquez and Creative Content Group Head Herbs Samonte. The production team is composed of: Promo Specialist Ma-an Asuncion Dignalan, Media Design Specialists Merwin De Mesa plus Alex Castro; Producers Jacquelyn See and ER Alviz; and TFC Channel Unit Head Eugene Laudit.
To connect with fellow global Kapamilyas, visit TFC’s facebook pages across the world.