McDonald’s “Night Classroom”, “Ride the Arches” dominate at PANATA Awards
McDonald’s Philippines was the big winner at the recent PANATA Brand Effectiveness Awards 2024, held at Seda Hotel Bonifacio Global City, securing multiple Gold Awards for its standout campaigns, “Night Classroom” and “Ride the Arches.”
Presented by the Philippine Association of National Advertisers (PANA), the awards were judged by a distinguished panel of experts from the fields of advertising, media, and academia. The PANATA Brand Effectiveness Awards 2024 was not just a celebration of individual brand achievements but a recognition of the collective progress in the industry. Already on its 15th year, the award underscored brands’ resilience in a challenging economic climate, as it continued to push boundaries and set new standards for consumer engagement.
First launched in 2023 and sustained this year, “Night Classroom” won four Golds in the Corporate Sustainability and Trust category, Brand Effectiveness through Customer Experience, Disruptive Innovation, and Effective Use of Marketing Communication Channels (Single Medium-BTL). The initiative converted party areas of McDonald’s stores into dedicated spaces for both teachers and students for late-night study sessions, offering safe and convenient space for learning.
On the other hand, the QSR giant also garnered the Grand PANATA Award for “Ride the Arches,” the first campaign of its kind for McDonald’s, which had McDonald’s turn its stores into cyclist-friendly meeting places complete with refueling stations, encouraging cyclists to bike and dine along scenic routes across the country. “Ride the Arches” also likewise won Gold in Marketing Communication Channel – Single Medium BTL, Gold in Customer Experience, Bronze in Corporate Sustainability and Brand Trust, and Bronze in Disruptive Innovation.
Also, for “Ride the Arches”, McDonald’s won the Brand Team of the Year with Barrameda bringing home the award for Rookie Brand Builder of the Year.
“We are truly honored by the recognition we received from this year’s PANATA Awards. Beyond the accolades, we are thankful to our customers and community partners for embracing and supporting our initiatives. And as McDonald’s continues to grow in the country, our commitment to making real and meaningful impact will also grow,” ” said Hernandez.
The PANATA Brand Effectiveness Awards truly highlighted McDonald’s Philippines’ exceptional marketing prowess, with several other campaigns striking gold.
“Better Chicken McDo” earned Gold for Brand Effectiveness through Business Growth, showcasing its success in driving tangible results. Campaigns such as “Best Me at McDo,” “Our Best Everrrr Burgers,” “Lovin’ All,” and “Kami Naman, Ma” all clinched Gold awards for their effective use of marketing communication channels, highlighting the brand’s ability to connect with its audience through various media. Notably, “Kami Naman, Ma” was specifically recognized for its excellence in the Single Medium-Digital category.
These additional wins underscored McDonald’s commitment to innovation, sustainability, and creating meaningful connections with its customers through a diverse range of impactful campaigns.
𝗔𝘀𝗶𝗮 𝗣𝗮𝗰𝗶𝗳𝗶𝗰 𝗧𝗮𝗺𝗯𝘂𝗹𝗶 𝗔𝘄𝗮𝗿𝗱𝘀 𝟮𝟬𝟮𝟰
McDonald’s Philippines named “Advertiser of the Year”
“Night Classroom”
Grand Prix Award in the Champions for Humanity Category
Silver in the Builders of Society Category
“Ride the Arches”
Silver in the Champions for Humanity Category
Bronze for Advocacy
“I’m Lovin’ Me” campaign
Bronze award
“Unlocking 60,000 Filipinos’ Best Selves” campaign
Silver
“Lovin’ All” campaign
Bronze
𝟮𝟬𝟮𝟰 𝗞𝗶𝗱𝗹𝗮𝘁 𝗔𝘄𝗮𝗿𝗱𝘀
“Lovin’ All” by TBWA\ SMP
Gold in Creativity in Engagement – PR.
Gold in Creativity in Engagement – Social
“Night Classroom” by Leo Burnett Group Manila
Gold in Creativity in Experience
Gold in Creative Commerce
Gold in Creative Effectiveness
Gold in Creative Strategy
“Lovin’ All” film:
Silver in Classic Creativity – Film category.
“Lovin Her” series by FilmPabrika Inc.
Silver in Film Craft – Direction, Casting, Low Budget Film.
“Ride the Arches” campaign:
Silver for Creativity in Experience
“Night Classroom”
Silver for Creativity for Good – Corporate Social Responsibility
