McDonald's "Night Classroom" and "Ride the Arches" Win at PANATA Awards

“We are truly honored by the recognition we received from this year’s PANATA Awards. Beyond the accolades, we are thankful to our customers and community partners   for embracing and supporting our initiatives. And as McDonald’s continues to grow in the country, our commitment to making real and meaningful impact will also grow.” ~Adi Hernandez, McDonald’s Philippines Assistant Vice President for Corporate Relations and Impact and Vice President of RMHC Philippines

McDonald's Philippines was the big winner at the recent PANATA Brand Effectiveness Awards 2024, held at the Seda Hotel Bonifacio Global City, winning multiple Gold Awards for its standout campaigns "Night Classroom" and “Ride the Arches.”

The Philippine Association of National Advertisers (PANA) presented the awards, which were judged by a distinguished panel of experts from advertising, media, and academia. The PANATA Brand Effectiveness Awards 2024 were more than just a celebration of individual brand achievements; they also recognized the industry's collective progress. Already in its 15th year, the award emphasized brands' resilience in a difficult economic climate, as they continued to push boundaries and set new standards for consumer engagement.

"Night Classroom" won four Golds in the Corporate Sustainability and Trust category, Brand Effectiveness through Customer Experience, Disruptive Innovation, and Effective Use of Marketing Communication Channels (Single Medium-BTL) after being launched in 2023 and continuing this year. The initiative converted McDonald's party areas into dedicated late-night study spaces for both teachers and students, providing a safe and convenient learning environment.

On the other hand, the QSR behemoth received the Grand PANATA Award for “Ride the Arches,” the company's first campaign of its kind, which saw McDonald's transform its stores into cyclist-friendly gathering places complete with refueling stations, encouraging cyclists to bike and dine along scenic routes across the country. “Ride the Arches” was also awarded Gold in Marketing Communication Channel - Single Medium BTL, Gold in Customer Experience, Bronze in Corporate Sustainability and Brand Trust, and Bronze in Disruptive Innovation.

McDonald's also won Brand Team of the Year for “Ride the Arches,” with Barrameda taking home the Rookie Brand Builder of the Year award.

The PANATA Brand Effectiveness Awards recognized McDonald's Philippines' exceptional marketing prowess, with several other campaigns winning gold.

"Best Me at McDo,” "Our Best Everrrr Burgers,” "Lovin' All,” and "Kami Naman, Ma” all received Gold awards for their effective use of marketing communication channels, highlighting the brand's ability to connect with its audience through various media. Notably, "Kami Naman, Ma” was recognized for its excellence.

These additional victories demonstrated McDonald's dedication to innovation, sustainability, and building meaningful relationships with its customers through a variety of impactful campaigns.

Asia Pacific Tambuli Awards 2024

• McDonald’s Philippines named "Advertiser of the Year"
• "Night Classroom"

Grand Prix Award in the Champions for Humanity Category

Silver in the Builders of Society Category

• "Ride the Arches"

Silver in the Champions for Humanity Category

Bronze for Advocacy

• "I’m Lovin’ Me" campaign

Bronze award

• "Unlocking 60,000 Filipinos’ Best Selves" campaign

Silver

• "Lovin’ All" campaign

Bronze

 

2024 Kidlat Awards

• "Lovin’ All" by TBWA\ SMP

Gold in Creativity in Engagement – PR.

Gold in Creativity in Engagement – Social

• "Night Classroom" by Leo Burnett Group Manila

Gold in Creativity in Experience

Gold in Creative Commerce

Gold in Creative Effectiveness

Gold in Creative Strategy

• "Lovin’ All" film:

Silver in Classic Creativity – Film category.

• "Lovin Her" series by FilmPabrika Inc.

Silver in Film Craft – Direction, Casting, Low Budget Film.

• "Ride the Arches" campaign:

Silver for Creativity in Experience

• "Night Classroom"

Silver for Creativity for Good – Corporate Social Responsibility