The PANATA Brand Effectiveness Awards 2024 marked a milestone with its crystal anniversary, a night where the industry’s most impactful campaigns were honored and celebrated. While McDonald’s Philippines made headlines with their “Ride the Arches” initiative, the evening was filled with standout achievements from a variety of brands that have reshaped the marketing landscape.
The “Ride the Arches” campaign transforms McDonald’s stores into cyclist-friendly hubs, inviting riders to embark on a unique journey from one golden arch to another. More than just an innovative marketing campaign, it encouraged an active lifestyle while promoting environmental awareness. A concept like this could only come from a brand who truly understands and is deeply immersed in the passions of their consumers!
This campaign didn’t just win hearts — it swept the awards, taking home a total of five accolades, including Gold in Marketing Communication Channel-Single Medium BTL, Gold in Customer Experience, and Bronze in Disruptive Innovation. Adding to this already impressive haul, their “Night Classroom” campaign also secured a Gold in the Corporate Sustainability and Brand Trust category.
The team behind “Ride the Arches,” composed of the seasoned Meryl Adiel Hernandez, Cathleen Denise Barrameda, Gita Manuel, Jann Caitlin Jao, and Isabel Christina Leyeza, was also awarded the Brand Team of the Year. Moreover, the Corporate Communications Manager Cathleen Denise Barrameda was rightfully honored as the Rookie Brand Builder of the Year. Thanks to their collective efforts in driving these groundbreaking campaigns which undoubtedly broke norms in brand engagement.
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