“Screen-Age Love Story”, a campaign for PLDT myDSL won four awards at the Cannes Lions International Festival of Creativity held at Cannes, France. With four Lions, this makes it the single most-awarded campaign to have come from the Philippines.
The campaign won two Gold Cannes Lions under the Branded Content & Entertainment category for Best Use of Social Media, and Best Integrated Content Campaign. It also won two Silver Lions for Best Use of Social Media and a Bronze Lion for Commercial Public Services.
“Screen-Age Love Story” was developed by PLDT Home’s creative agency Ace Saatchi & Saatchi. “Screen-Age Love Story” follows the story of a young boy, Derek, who made a Youtube video to woo his crush, Anna Banana. His family’s love and support come to play when Derek’s mom, dad, and sister try to cheer him up after he gets his heart broken.
“On behalf of PLDT Home and our agency partners from Saatchi, we wish to express our gratitude for the recognition we received from Cannes,” commented Ariel Fermin, PLDT EVP, head of Home Business. “We’ve always approached our business as a cause, and we took it upon ourselves, as industry leaders, to lead the positive revolution of the Filipino families in embracing the role of technology in delivering the strongest connections at home. This is who we are, and what we stand for.”