Ad Foundation’s Araw Values Awards Returns With Siklab Power

One of the industry’s most recognized competitions, the Araw Values Awards returns for its 12th season.  Post lockdown, the Ad Foundation’s flagship brand the Araw Values Awards (AVA) is refreshed and making good use of the interim by absorbing industry changes of the last five years.

The Ad Foundation, the advocacy arm of the country’s self-regulatory board the Ad Standards Council is championing its values-driven theme and bestowing honors on advertising and marketing stories of a different kind. Dubbed Siklab ng Araw: Liwanag ng Muling Pagsikat, its transformation that comes with resilience and innovation, becoming more accessible for future-thinking next generations. The kind that elevates Filipino social values and uplifts the Filipino identity.

A staunch supporter, and current AVA Chair, Blen Fernando says, “When the Advertising Foundation was established, it was to encourage advertising work to carry a  strong sense of social responsibility for our country not just for our industry. The Ad Foundation reaches out to other communities, and now more especially to our youth to use social values to aspire to nation-building.

To build a nation means starting from small steps. Like, responsible advertising. We know the speed and distance that our advertising work reaches, and we understand that we also need to go the extra mile to create safeguards that uphold truth and values in advertising.”

A breath of fresh air: New look, new logo

There is more to just transforming the Araw Values Awards and driving social values. This rendition of AVA shows deep respect for acknowledging and addressing how the world has indeed changed. Audiences have become diverse, the language more colorful and colloquial, the medium is mainly tech-driven, and above all, consumers are also creators.

This time around, the Araw Values Awards–dubbed Siklab (spark)–takes a breath of fresh air infused with inspiration.

The AVA 7 Cornerstones

It takes heart, mind and soul to transform an already solid testament and bring it to even higher ground. And this is where Siklab enlightens. Transitioning the AVA 7 Cornerstones to resonate with today’s audience requires insight. Remaining loyal to the original mission and ensuring the Filipino of the future demands a deep command of the Araw Values and Ad Foundation mission.

The Araw Values Awards 2024 Revitalized

Seeing the future Filipino in the eyes of the present and levelling up Araw (the Sun) to Siklab (brilliant spark) was capably rendered. Representing the Filipino spirit, with this simple tweak, the Sun rises to full glory showing off its streaks blazing a hundred-fold. This small tweak is brave and brazen, and speaks volumes of the Filipino’s luminous spirit.

The AVA 2024 key visual and key message is Siklab ng Araw-Liwanag ng Muling Pagsikat (The sun sparks bright as it rises again) bridges tradition and innovation, the wisdom of the past with the vision and innovation of youth in the present.

Every AVA is a collaborative effort involving supporters of the advertising and communications industry. This 12th Araw Values Awards added a few tricks to pop. Categories in Technical Excellence headlined this year’s competition.

Adds Fernando, “The Filipino is very creative by nature. That’s our brilliance. How we project ourselves, how we build relationships, and how we foster families and communities, these are strengthened by how we are as a people, our culture, and our beliefs.

 

12th Araw Values Awards: Purpose and hope for the country

Digital demands agility. It may be argued that elements like quality and sensibility–humanity, perhaps?–no longer are high on the priority list. Do creative works still push for ‘age old values’ in the narrative?

The Ad Standards Council, through the Ad Foundation, is pushing the envelope. Competitions like the Araw Values Awards that draw essence from such narratives are very much at the heart of compelling stories that build brands, engage audiences, and form public opinions. Hundreds of entries submitted for the AVA competition, and indeed the excellent winners from March 18 at the Aliw Theater, show an abundance of deserving values-centric work.

At the event, AVA Chairperson Blen Fernando said, “Araw Values Awards believes that real brand-building work is not just a race for quick wins. It is a long term commitment on creating narratives that touch the hearts and shape culture, with consistent positive messages that stay with people long after the campaign fades.

As we celebrate outstanding work tonight, let’s also ask ourselves as an industry: Are we willing to invest in storytelling that can transform lives? The  future of advertising is not about being the loudest or most viral. It is about  being the most human. About being authentic and truthful of who we are and who we aspire to be as a nation.”

It is the consistent and tenacious flag-raising of Ad Foundation supporters that the mission continues from generations before. Perhaps a five-year hiatus serves the Ad Foundation well, returning with a vengeance for this 12th rendition.

From the ranks of the broadcasters and always a looming presence, one such supporter is Jun Nicdao. At the awards event, the Ad Foundation Chair said, “​​In a world where content is everywhere and messages compete for attention, it’s important to recognize those that stand out—not just because they’re well-crafted, but because they stand for something meaningful.

The world of advertising is fast-paced, ever-changing, and full of noise. But what makes a message truly stand out? It’s when it carries meaning, when it sparks change, when it reflects the values we hold dear—love of God, truth, honesty, love of country, family, human dignity, respect for law, and care for the environment. These are the very values that the Araw Values Awards have championed for years, and tonight, we shine a light on the incredible work that embodies them.”

The Works, the Winners

The Philippine Industry is rich in creatives filled with depth, experience and expertise. While the creative greats proudly enter their masterpieces for appraisal, some of the industry’s best and brightest raise their hands to volunteer time and talent to join the jury of the Araw Values Awards. So, every Araw Values Awards year, crème de la crème entries go under the scrutiny of their counterparts as jury.

The showstopper and sole Platinum winner of this year’s AVA is the multimedia entry Right the Ride from agency VML Manila and client Commission on Human Rights. Borne of day-in, day-out drudgery commuting the Metro’s thoroughfares, Right the Ride hitches (pun intended) on a Philippine icon—the jeepney. An icon known for its unique and one of a kind art, it’s the jeepney that displays blatant disregard and disrespect of women. When Philippine cultural icons perpetuate bringing up generations in ignorance, apathetic to insidious dangers, that is when drudgery transforms into treachery.

This year the AVA also boasts the debut of the Technical Award for Excellence. By reviewing the viability of its inclusion, the Awards Executive Committee contributed to the fruition of  the Technical Awards. This inclusion in the competition recognizes the industry’s production and technical sector’s craftsmanship and expertise in the synergy of creating winning works and the effective delivery of the ARAW 7 Cornerstone Values in its message.

Works from Leo Burnett and TBWA\SM for McDonald’s, Publicis JimenezBasic for Globe, and Ogilvy for Dove-Unilever, among others may have raked in metals more than the rest, but what the recent Araw Values Awards competition bears witness to is an industry creative that still brims with positivity, one that adheres to championing human decency and the simple act of doing the right thing. The entries prove somehow that all is still well with the industry, and the world.

For a complete list of winning works, visit https://www.advertisingfoundation.org/12th-araw-values-awards-winners

 To know more about the Ad Foundation, visit: https://www.advertisingfoundation.org/about-advertising-foundation

 

Araw Values Awards: Driving Creativity with Purpose and Heart

In an age where messages travel faster than ever, the Araw Values Awards (AVA) continues to be a vital force in redefining the role of advertising—not just as a tool to sell, but as a medium to inspire, uplift, and effect positive change in society.

Purpose Beyond Profit

For Anna Chua-Norbert, Group Chief Culture Officer of DDB Group Philippines, Filipino values must lie at the heart of creative work. Drawing from DDB founder Bill Bernbach’s belief that “we are shapers of society,” she calls for sustainability, ethical storytelling, and genuine community impact. “When we create with purpose, we don’t just move brands—we move people, communities, and the future forward,” she emphasizes.

Championing Meaningful Communication

Issa Baron, Managing Partner of GoodThinking Research Inc., applauds the Araw Values Awards for recognizing brands that craft value-laden communications aimed at improving lives and mindsets. In a world dominated by feel-good, surface-level content, AVA honors advertising that dares to go deeper, especially among the younger generation.

Creativity with Conscience

For Jace Suzara, Group Media Director at Starcom, judging AVA has been an eye-opener. “Each entry reflected thoughtfulness and alignment with values that matter,” he shared. Suzara sees AVA not only as a celebration of creative excellence but as a platform that highlights integrity, inclusion, and truth in storytelling—qualities increasingly demanded by modern audiences.

Shaping Moral Standards Through Advertising

Maya Estrada, an industry veteran and former ASC Operations Manager, speaks from her role as a judge in the “Respect for Human Life, Dignity, and Rights” category. For her, AVA shines because it transcends traditional metrics and reorients the industry’s focus toward nation-building. She envisions AVA becoming embedded in advertising education, guiding future creatives to uphold the moral fabric of society through their craft.

Sustainability, Trust, and Long-term Impact

Yoly Crisanto, Globe Group’s Chief Sustainability and Corporate Communications Officer, believes that AVA challenges creatives to go beyond aesthetics. “It recognizes work that shifts mindsets and drives real, lasting change,” she said. For Crisanto, values-driven campaigns build brands that last—not just in profitability but in trust, influence, and cultural relevance.

Proof That Purpose Works

Elly Puyat, CEO of Ogilvy Group Philippines, sees AVA as proof that campaigns rooted in human truth and societal relevance resonate deeply with audiences. She highlights how campaigns from Dove, MILO, and Colgate have led meaningful conversations about self-worth, family, and environmental sustainability—demonstrating that storytelling with values is not only good ethics but also good business.

Celebrating Technical Excellence

Allan Feliciano, composer and co-founder of Loudbox Recording Studios, received the first Technical Excellence Award. For him, the recognition affirms the importance of behind-the-scenes work in elevating ads that move people. “This award honors not just the craft but the commitment we pour into every note and nuance,” he reflects. Feliciano hopes AVA continues to inspire the next wave of Filipino creatives to push boundaries while honoring the values that shape our culture.

A Legacy of Values-Driven Storytelling

The Araw Values Awards remains more relevant than ever in today’s cultural landscape. As brands face growing expectations for authenticity, inclusivity, and social responsibility, AVA serves as a compass—guiding creatives, marketers, and agencies toward work that is not only excellent but also meaningful.

By celebrating truth, integrity, and the Filipino spirit, the Araw Values Awards continues to shape the narrative of our nation—one campaign at a time, one Award at a time.

 

7 Takeaways from our chosen winners and jury

1. Values Are Not Optional—They’re Essential

In today’s landscape, authenticity, purpose, and integrity are expected. Campaigns that reflect Filipino values like bayanihan, respect, and family not only connect emotionally but also stand out in a crowded media environment.

2. Creativity with a Conscience Wins

The Araw Values Awards celebrates work that goes beyond aesthetics. True creative excellence lies in its ability to inspire, uplift, and influence positive change in individuals and society.

3. Long-Term Impact Matters More Than Short-Term Virality

Araw recognizes work that endures—campaigns that spark conversations, shape mindsets, and create lasting social value, rather than fleeting buzz or short-lived engagement.

4. Advertising Is a Tool for Nation-Building

The industry has a responsibility to help shape society. When aligned with human dignity, environmental care, and social good, advertising becomes a force for progress and unity.

5. Araw Encourages Innovation Across Disciplines

By recognizing technical excellence, strategic storytelling, and emotional depth, the Araw Values Awards empowers both traditional and emerging creatives to collaborate, innovate, and elevate the standard of Filipino communications.

6. It Bridges Business Success with Human Relevance

Values-based campaigns deliver not just on financial ROI, but on credibility, trust, and loyalty—proving that doing good and doing well can, and should, go in tandem.

7. A Platform for the Next Generation

There is strong advocacy to embed the Araw philosophy into education and mentorship, shaping future creatives who understand the power and responsibility of storytelling to reflect and uphold Filipino ideals.