Sun Cellular Todo IDD campaign wins Silver in 9th Araw Values Awards PDF Print E-mail
Tuesday, 02 December 2014 12:15

Sun Cellular bagged a Silver award for its advertising campaign, “Vow,” at the recently concluded 9th Araw Values Advertising Awards.

Developed by Blackpencil Manila, the “Vow” is a campaign for Sun Todo IDD, which offers the country’s most affordable IDD rates, thus allowing Filipinos to keep in touch with their loved ones abroad on a regular basis.

The TV commercial relates how Steph, a young  girl, stays very close to her OFW dad even when they are separated by seas, thanks to the affordable rates of Sun Todo IDD. It features heart-tugging scenes of Steph calling her father abroad constantly to share important moments of her life, keeping their familial bond strong over the years and despite the distance.

The TV spot ends in a cliffhanger, encouraging viewers to go online to see the rest of the story, which culminates in a very touching surprise.

The Sun Todo IDD campaign stood out among the entries in the Branded Communications category, and was recognized for promoting reverence for family unity, marriage and responsible parenthood.

“It is such an honor to receive this recognition for our Sun Todo IDD campaign, which highlights the important role of open communication in keeping our families intact.  We hope to develop more of these campaigns that not only push our products and services effectively, but also espouse traditional Filipino values at their very core,” said Michele Curran, Group Head for Data and International Services.

Organized by the Advertising Foundation of the Philippines, the Araw Values Advertising Awards aims to recognize outstanding advertising and marketing messages that promote the body’s seven cornerstone values: Love of God and respect for religious beliefs; Commitment to truth, Honesty and justice; Love of country and respect for national customs and traditions; Reverence for family unit or marriage or responsible parenthood; Respect and care for life and dignity and the rights of all; Respect for law and authority and the promotion of self-discipline; and Concern for and preservation of environment.

With the theme, “Where Did Our Values Go?” This year’s Araw Values Awards gathered 72 leaders and educators from the marketing communications industry to judge a total of 387 entries, the highest since 1998.