More Fun in PHL logo wins Adobo design awards

The Philippines' tourism campaign logo "It’s More Fun In The Philippines" recently won two Adobo Design Awards. The logo, a banig (mat) that forms the map of the Philippines, won:

• the Grand Prix Award for best design for corporate/brand identity category and
• the Best Design in the logo category.

  The Adobo Design Awards was held last April 20 at the M Café in Greenbelt, Makati City. Now on its third edition, the Awards is given out by the Adobo advertising magazine. The awards seek to “champion the best in Philippine design and celebrate the talents behind the works.”   According to Tourism secretary Ramon Jimenez Jr., the banig design of the logo is “indicative” of the nature of the Filipino people.   “Our country is made up of people from different regional cultures and backgrounds.  Yet, just like the weave, we are united by our similarity -- a warm, easy-going and fun-loving quality that is inherent in all of us and attractive to foreign friends," Jimenez said.   The banig design was created by DesignWorks, the newly-launched design division of BBDO Guerrero | Proximity Philippines. The logo has been adopted by the DOT and is now currently being seen in cabs, subway systems, and buses in the United States and the United Kingdom as part of the country’s It’s More Fun In The Philippines tourism campaign.   BBDO Guerrero | Proximity Philippines won the branding campaign account of the DOT last December, beating seven other advertising agencies in a rigorous selection process.   In a statement, the DOT said it was looking forward to “sustaining its efforts in building a new sense of excitement around the tourism brand and eliciting renewed enthusiasm for the country’s tourism industry.” - VVP, GMA News