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

At the recent PANATA Brand Effectiveness Awards 2024, which were held at the Seda Hotel Bonifacio Global City, McDonald's Philippines emerged victorious, winning multiple Gold Awards for its noteworthy campaigns, "Night Classroom" and “Ride the Arches.”

A prestigious panel of professionals from the media, advertising, and academic domains judged the awards, which were given out by the Philippine Association of National Advertisers (PANA). The 2024 PANATA Brand Effectiveness Awards honored both the industry's collective advancement as well as the successes of individual brands. The award, which is in its fifteenth year, has demonstrated how resilient brands can be in the face of difficult economic conditions by continuing to push the envelope and create new benchmarks for customer engagement.

"Night Classroom," which debuted in 2023 and is still going strong this year, took home four Golds in the categories of disruptive innovation, corporate sustainability and trust, brand effectiveness through customer experience, and efficient use of marketing communication channels (single medium-BTL). Through the initiative, McDonald's party areas were transformed into designated areas for late-night study sessions for both teachers and students, providing a convenient and secure environment for learning.

However, the massive QSR chain also won the Grand PANATA Award for its groundbreaking “Ride the Arches” campaign. This initiative saw McDonald's transform its restaurants into bike-friendly gathering spots with refueling stations, enticing riders to ride and eat along beautiful routes across the nation. “Ride the Arches” was also awarded Bronze in Corporate Sustainability and Brand Trust, Bronze in Customer Experience, Gold in Marketing Communication Channel - Single Medium BTL, and Bronze in Disruptive Innovation.

Barrameda took home the Rookie Brand Builder of the Year title, and McDonald's won Brand Team of the Year for “Ride the Arches.”

“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' outstanding marketing skills were amply demonstrated by the PANATA Brand Effectiveness Awards, where multiple other campaigns received gold awards.

Campaigns like "Best Me at McDo,” "Our Best Everrrr Burgers,” "Lovin' All,” and "Kami Naman, Ma” all won 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 specifically recognized for its excellence in the Single Medium-Digital category. "Better Chicken McDo" earned Gold for Brand Effectiveness through Business Growth, showcasing its success in driving measurable results.

These extra victories demonstrated McDonald's dedication to sustainability, innovation, and building deep relationships with its clients via a wide range of powerful 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