Cannes Lions

CENTENNIAL SHORT FILM ANTHOLOGY

PUBLICIS MANILA, Makati City / NESTLE / 2012

Overview

Entries

Credits

Overview

Description

How does one create a campaign that will dramatise how the Philippines’ most trusted company has become a part of the lives of close to 100m Filipinos for the past 100 years?

Execution

For 100 years, Nestlé and its brands have been part of the lives of over 100m Filipinos, making Nestlé and its brands a true ‘Companion in Life, for Life’ (‘Kasambuhay, Habambuhay’).In the 100th year celebration of Nestlé, these stories were told not just in TV spots, but also on a bigger canvas: cinema.

Outcome

• Highest trust ratings for Nestlé Philippines at 81%, a 4-point increase from last year; whereas closest competitor is at 46% in the Corporate Equity Monitor, 2011“Nestlé’s milestone: a collection of short films that speak to us as Filipinos, as families, and as a nation.” – Philippine Daily InquirerTV Results:- 2,929,989m viewers watched ASAP during Short Films launch- 1m+ estimated viewers on TV premieresCinema Results:- 25,000+ viewers watched free cinema screening in 5 cinemas nationwide, amounting to PhP4.5m worth of tickets.- 100,000+ moviegoers in 500 screenings for the 10-day bundling of short films with a full-length feature film in 10 cinemas nationwide.- Films exhibited at Cannes Lions International Festival of Creativity; Cinemalaya, the Philippines’ biggest independent film festival; in Vevey, Switzerland.Digital Results:- Over 1.6m views for Nestlé Philippines YouTube page, making it no.1 among FMCG Goods companies and no.2 in the Nestlé worldAwards:- Araw Awards 2011: 5 Silvers, 1 Bronze- Araw Media Awards 2011: 1 Gold, 1 Bronze- Araw Crafts Awards 2011: 3 Golds, 2 Silvers, 2 Bronzes- Nestlé Philippines - Advertiser of the Year in Araw Awards 2011.- Panata Awards: 2 Golds, 12 Silvers Grand Anvil Awardee

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