Leo Burnett Manila wins another first for RP

Still fresh from winning the country’s first-ever award at the prestigious New York International Advertising Festival, Leo Burnett Manila bagged another first for the Philippines, this time a certificate of excellence for the most innovative use of outdoor media.

LB Manila’s Mr. Clean Election Poster won the award at the Asian Outdoor Advertising Awards held in Hong Kong recently.

The ad was released in May at the height of the election campaign, which was marked by mudslinging and charges of fraud and corruption.

Such irregularities preoccupied the consciousness of the market, spontaneously creating a demand for a public figure with a clean and unblemished reputation.

Seeing the opportunity, LB Manila quickly developed a poster campaign for an unexpected candidate – Mr. Clean – with the blurb "Walang bahid ang pangalan! (No stains on him)"

It was a non-traditional approach to the most traditional of all media, but relevant, engaging and perfectly targeted for a budget of less than P150,000.

Only 11 agencies in the whole of Asia made it to the finalist stage of this competition and only five of them were awarded certificates and spikes (equivalent to silver and gold awards, respectively).

This year, LB Manila has already earned international recognition for print, direct marketing, radio and now, outdoor, demonstrating its ability to generate world-class ideas across all media.

The creative team behind the poster consisted of Richard Irvine, Mayette Guerrero, Badong Abesamis and Farlet Vale.

Ranked sixth among the Philippines’ top ad agencies, LB Manila is part of transnational advertising network Leo Burnett Worldwide, whose global operations include 94-full service advertising agencies and a variety of specialty marketing services. The company handles at least seven of the world’s 25 most valuable global brands.