Philippine Airlines’ (PAL) 2024 advertising campaign Go Further took centre stage at the 17th Kidlat Awards held in Makati City last 9th May.
The Philippine national flag-carrier’s campaign which was developed with Propel Manila took top honours in the Creativity in Craft: Digital - Best Copywriting category, and placed third in the Classic Creativity and Engagement: Creativity in Engagement - Creative Data category.
The campaign cast the spotlight on the Filipinos’ unbending fighting spirit during the 2024 Paris Olympics and the Paralympic Games.
Going for gold
PAL’s vice-president for marketing Alvin Miranda hailed the campaign’s double-win, marking it emblematic of the excellence of Filipino talent.
Miranda said: “We continuously commit to supporting our Filipino athletes and talents. We are grateful to the Philippine Sports Commission for trusting us as their partner in bringing the best of Filipino talent to the world stage. Winning gold for this campaign is an affirmation of this partnership.”
The campaign spotlights the personal records and achievements of Filipino athletes, pushing them to go further.
PAL brought home the national team following their successful run at the 2024 Paris Olympiad wherein gymnast Carlos Yulo scored two gold medals.
Laudable campaigns
Aside from its wins at the Kidlat Awards, PAL also earned a place on the shortlists of four other advertising awards for Go Further, while its Christmas and Women’s Day productions with BBDO Guerrero merited a place on three craft shortlists.
The Kidlat Awards, organised by 4As Philippines and The Creative Guild of the Philippines, is the country’s premier advertising awards showcasing Filipino creativity and craftsmanship.
