PLDT mobile services arm Smart Communications Inc. (Smart) and its value brand TNT bagged five metals at the recent Kidlat Awards 2024, which recognizes the country’s most creative advertising campaigns and the minds behind them.
TNT and its partner agency GIGIL clinched a gold award under Classic Creativity for its SIM Registration film and a silver award under Creativity in Engagement for the same campaign’s public relations execution.
On the other hand, Smart and GIGIL won a bronze award under Creativity in Engagement for its epic Smart MOA Ball installation for the 2023 FIBA Basketball World Cup.
Meanwhile, TNT’s world record-setting Petmaloop Challenge with partner agency Ace Saatchi & Saatchi snagged two bronze awards for Creativity in Engagement – Influencer and Creative in Engagement – Brand Experience.
“We are honored by all these awards, which result from the creativity, hard work, and collaboration of our internal teams and agency partners,” said Lloyd R. Manaloto, Head of Prepaid at Smart.
“We dedicate these to all our customers, who always inspire us to come up with meaningful and creative ways to engage them powered by our superior mobile network,” said Erika Apostol, Head of TNT.
The Kidlat Awards are the latest in several local and international recognitions Smart and TNT received for their memorable and viral campaigns.
Smart’s MOA Ball campaign, which transformed the iconic landmark into a giant basketball with a hoop, bagged a bronze award in the prestigious 2023 CLIO Sports Awards, which honors the best in sports advertising and marketing worldwide. It was also handpicked as Best Outdoor Ad by the global ad industry website, Bestads.
On the other hand, TNT’s SIM Registration campaign, which consists of a series of public service reminders encouraging subscribers to register their SIM, not only racked up millions of views and viral engagement, but also bagged awards at AdFest 2024, Boomerang 2023 Awards, and Korea’s MAD Stars 2023, among others.
Meanwhile, TNT’s Petmaloop Challenge set the Guinness World Record for the longest travel livestream, which lasted over 26 hours and covered 75 kilometers from Bustos, Bulacan to Rizal Park in Manila.
The Kidlat Awards is spearheaded by 4A’s Philippines, a non-stock, non-profit organization composed of various advertising agencies that aim to promote the development of the advertising agency business and industry in the country.
