The Araw Values Awards continues its legacy of celebrating campaigns that uphold the seven cornerstone values that define Filipino identity. At the heart of this recognition is the Platinum Award, a distinction given only to the most exceptional among Gold awardees.
On January 15, 2025, a distinguished Special Jury gathered at Makati Diamond Residences to deliberate and select the Platinum Award winner, ensuring that the campaign chosen truly embodies the values of family, environmental stewardship, and social responsibility.
Leaders Behind the Platinum Selection
This year’s Platinum Judging was led by Mr. Ruperto “Jun” S. Nicdao Jr., Chairman of the Advertising Foundation of the Philippines (Ad Foundation) and President of MBC Media Group. Mr. Nicdao, a long-time advocate for ethical advertising, ensured a rigorous and values-driven selection process.
Joining him were prominent figures from various fields:
- Senator Grace Poe-Llamanzares – Chairperson of the Senate Committee on Finance and former MTRCB Chairperson.
- Congressman Roman T. Romulo – Chair of the House Committee on Education and a dedicated advocate for educational reform.
- Mr. Ed G. Sunico – DTI Undersecretary for Communications, former Unilever Philippines executive, and former Chairman of the Araw Values Awards.
- Ms. Felice Prudente-Sta. Maria – Multi-awarded author and cultural historian, known for her work in Philippine arts and heritage preservation.
- Ms. Blen Fernando – Chair of the PANA Foundation and Organizing Chairperson of the 12th Araw Values Awards.
The panel was further supported by key representatives from the KBP, Advertising Standards Council, and various media organizations, ensuring a diverse and holistic evaluation process.
The Platinum Award: A Testament to Filipino Excellence
The Platinum Award is considered the highest honor of the Araw Values Awards, given only to a campaign that goes beyond branding—it must inspire national pride, shape public perception, and reinforce the core values Filipinos hold dear.
This year’s Gold-winning campaigns in Branded Communications and Advocacy Communications were meticulously reviewed, with the Special Jury reaching a unanimous decision on the standout campaign that exemplifies authentic Filipino values.
The Araw Values Awards will culminate in a prestigious awards night this March, where the Platinum Award winner will be revealed alongside other top honorees. This highly anticipated event will bring together industry leaders, advertisers, and advocates, all committed to the mission of fostering responsible and values-driven storytelling.