Ayala Malls - Best Branded Entertainment- Consumer Video

Company: Ayala Land Inc. - Ayala Malls
Company Description: Ayala Malls is the Philippines’ leading shopping center group. With over 31 malls situated at key cities all over the country, Ayala Malls offers a premier retail, dining, and entertainment experience and top-notch customer service that is unparalleled in the areas it serves.
Nomination Category: Video Categories
Nomination Sub Category: Branded Entertainment- Consumer

Nomination Title: Small Moments: Reanimating the Ayala Malls Brand through a Finely Crafted Short Film

Date this production was first released/publicly viewed: November 28, 2019

Ayala Malls represents sophistication in shopping, dining, and entertainment with experiences that valued design, lush open spaces, and a well-curated retail mix. As more consumers embrace digital platforms, we knew that we needed to offer much more than shopping and dining.

In response, Ayala Malls developed Awaken Amazing, an inspiring brand refresh campaign that strengthens our position as the curator of retail and lifestyle spaces where unique experiences and memories are created.

Serving as the campaign’s anchor is Small Moments, a world-class work of animation that invokes a childlike sense of fantasy among viewers, and show themagic and wonder in everyday life. The film sought to:

-Prove that small moments can result in great epiphanies in Ayala Malls

-Maximize Ayala Malls’ enduring brand value as the top-of-mind choice for a fantastic mall experience

-Reinforce that Ayala Malls are not just malls — they are treasured spaces for cherished moments and life’s milestones

Small Moments made a big impact in revenues, and hit high marks in engagement, based on percentage view per demographic and number of views in social media. It also resonated with audience on a personal level, as evident in the comments and feedback in social media platforms.

Provide the applicable creative and production credits for this nomination:

Credits
Brand: Ayala Malls
President: Jennylle S. Tupaz – Ayala Malls
Marketing Director: Eunice Velasco – Ayala Malls
Digital Marketing Head: Ernest Valencia – Ayala Malls
Consumer Engagement Marketing Head: Tin Yabao – Ayala Malls
Digital Marketing Manager: Joan Sy – Ayala Malls
Digital Marketing Manager: Steven Cruz – Ayala Malls
Creative Agency: MRM//McCann Philippines
Chief Creative Officer: Joe Dy
Creative Director: Maan Bautista
Associate Creative Director/Copywriter: Fran Palines
Art Director: Karen Francisco
Chief Experience Officer: Manny Fernando
Associate Managing Partner: Nannah Labayen
Account Director: Rache Rayos
Account Manager: Darianne Reyes
Director: Joel Limchoc – Film Pabrika
Director: Christian Greet – Cirkus New Zealand
Producer: Leo Mercado – Just Add Water
Producers: Viktoria Fortune, Puteri Raja Ariff, Marko Klijn – Cirkus New Zealand
Sound Design/Arrangement: Eddie Boy Vargas, Topet Concepcion – Hit Productions
Music: Arnold Buena – Hit Productions
Executive Producer: Jing Lopez – Pabrika
Line Producer: Lei Villena - Pabrika