About
PANAnaw, The PANAF Brand Communications Students’ Competition, is the annual event of the Philippine Association of National Advertisers Foundation. In collaboration with the National Commission for Culture and Arts (NCCA) the 18th PANAnaw’s theme was PINOY TO THE WORLD: PRIDE IN OUR CULTURE AND TALENT, where PUP placed 2nd runner up with their IMC campaign.
The Problem
With the lack of cultural understanding and appreciation within the Fillenials (Filipino Millenials), cultural apathy becomes apparent. Because of that lack of interest and concern for Filipino culture, culture has become just another story to tell among Fillenials.
The Challenge
To drive passion into Fillennials by embracing the Filipino culture, talent and the arts through cultural understanding and appreciation that will promote and preserve the Philippine culture after the two year (2) campaign period.
CAMPAIGN INSIGHT POETRY
“Mayroon tayong mahigit pitong libo’t limang daang dahilan
para ipagmalaki ang ating pagkakakilanlan,
Isang daan at walumpung dahilan para igalang ang ating pinagmulan,
Isang daan pitumpu’t limang dahilan para isigaw ang ating ngalan,
Walumpu’t isang dahilan para isabuhay ang ating kalinangan,
Mahigit animnapu’t anim na dahilan para ipakita ang ating kagalingan,
Mahigit pitong dahilan para ingatan ang ating angking yaman,
Mahigit limang dahilan para isagawa ang ating mga magagandang kaugalian,
Tatlong dahilan para i-kuwento ang ating kasaysayan,
At isang dahilan para kilalanin at yakapin ang kulturang kinagisnan.”
Big Idea
“KAYAKAPINOY”
Kilalanin At Yakapin Ang Kultura’t Abilidad ng PINOY – To enculturate Fillennials by
embracing Filipino culture, talent and the arts. KAYAKAPINOY will drive passion in Fillennials to
learn the traditional content of the culture and assimilate its practices and values.
KAYAKAPINOY SOCIAL MEDIA POSTS:
