McDonald’s “Night Classroom”, “Ride the Arches” Prevail 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.” ~Adi Hernandez, McDonald’s Philippines Assistant Vice President for Corporate Relations and Impact and Vice President of RMHC Philippines

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