14th PANAnaw Goes for Wellness, and UP Diliman Wins a Fourth
The PANAnaw welcomed two new schools to this year’s roster of finalists, making history in 2014. The regulars, namely the University of the Philippines-Diliman, and their southern counterpart, UP Visayas, joined by Asia Pacific Colleges and the Polytechnic University of the Philippines, and the Ateneo de Manila were present, surely. This year, though, two more teams made the finalists roster as San Beda College and UP Manila made the cut to shake things up and add to the excitement. The seven finalists were sieved through 26 school teams nationwide.
This year’s theme on Total Wellness, Total Well-Being of the Youth had an excellent batch of teams brandishing their marketing and media campaigns for scrutiny by an equally discerning group of judges.
The country’s veteran and respected industry experts included Blen Fernando, PANA president and Vice-president for Marketing, Alaska Milk Corporation; Clint Navales–Country Head of Communications, Procter & Gamble Distribution Philippines; Eugene Demata, Executive Creative Director, Di9it/DM9 Interactive; Hermie De Leon, CEO, MPG Philippines-Havas Media Ortega; Robert Labayen-Head of Creative Communications Management, ABS-CBN; and Dr. Epifania Simbul, Medical Center Chief, National Children’s Hospital. Dr. Simbul represented the Department of Health.
Gigi Tibi–CEO, RadManila Communications, served as PANAnaw Awards 2013 Committee Head. “PANAF conducts the PANAnaw as a vital project for the industry to strengthen its link with the academe to produce industry-ready graduates,” said Tibi. “Total Wellness, Total Well-Being of the Youth is a relevant theme in the country today,” she added.
Under pressure to come out on top, the University of the Philippines Diliman yet again prevailed bringing home the bacon, pun intended, for the fourth consecutive year with Hataw Hero.
Clinging onto her teammates for dear life as the announcement was made, a teary-eyed BS Business Management student Julia Herrera-Lim shared, “(Winning) feels pretty amazing because a lot was expected from us. After 2 to 3 months of preparation, we were super excited to have all of it come to life flawlessly. We pulled it off and won it for our school.”
What a performance from the university, with the school counting on the team for a fourth trophy. But, the pressure obviously worked for the team.
Added, Joaquin Narciso, “We had a million and one insights, months of preparation, and we disagreed so many times. It was hard, but worth it.”
Leveling up as 1st runner-up, was Asia Pacific College, also a finalist in 2012. Team leader Rois Rodriguez celebrated his birthday onstage wowing the judges with his team’s Basta Active, Positivecampaign. According to Rodriguez, “This is a big moment for all of us, as we worked so hard as a team. Our win is a combination of passion, hard work and dedication. This is so meaningful for us to bring up our school’s name.”
Judges felt that Basta Active, Positive clearly had creative materials that were good enough to launch right away. Said senior Multimedia Arts student AJ Borcelis, “I feel thankful for the comment, but I couldn’t have done it without the others. The whole concept is from the group.”
From Loyola Heights, Ateneo de Manila landed in the top three with their campaign Time Out. From team leader Nico Reyes, a Management Engineering student, “We feel great because of the months of work, and so much time spent on practicing. It was nice for us to see what the other teams came up with. It was a breath of fresh air looking at how the other teams attacked the problem.”
Teammate Katrina Gao, taking up Legal Management, shared, “We learned that sometimes you have to attack things simply, and to make a match out of fun and professional.”
Polytechnic University of the Philippines placed 3rd runner-up, followed by the two newcomers San Beda College and UP Manila at 4th and 5th runners-up, respectively. UP Visayas rounded up the seven finalists with its Make Obesity Matter (MOM), targeting the Filipino family decision maker when it comes to meals.
All told, PANAnaw has brought out the best in yet another fine crop of future marketeers.
“This year’s theme Total Wellness, Total Well-Being of the Youth is very close to my heart. We eat, breathe, dream and work with Healthy Lifestyle in my company. We know this must not be taken lightly. It is a commitment not only of my company, but of the whole industry,” stressed PANA president Blen Fernando.