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DFCB Digital Manila Winner of Cannes Chimera Initiative

Press Release - Manila, 05 February 2014

DFCB Digital, the digital arm of DRAFTFCB Manila, has become the first Philippines agency to win the coveted Cannes Chimera, a joint initiative between the Cannes Lions International Festival of Creativity and the Bill & Melinda Gates Foundation.

The brief challenged participants to create a perception-changing strategy to help eradicate extreme poverty by 2030. The winning idea from DFCB Digital, the digital arm of Draftfcb Manila is entitled Gamers vs Poverty. It’s a project that aims to educate and engage the millions of gamers about poverty and how they can be heroes inside and outside the gaming world.

The team was composed of James Bernardo, CCO; Ramby Libarnes, digital analyst and R&D; Francois Filamor, digital planning director; Mon Berenguer, senior copywriter and Tatum Ancheta, digital creative director. The idea stemmed from the team’s common passion for games on different platforms, and used this as their jump-off point to put the concept together.

Two of the team members are headed to Seattle next month with the opportunity to bring their idea to fruition with the help of 16 Cannes Lions winners who served as the jury for the 2013 Cannes Chimera.

"We’re extremely proud of our digital team, this is a huge achievement for us and an honour to be the first Philippines agency recognized by Cannes Chimera makes it all the sweeter," said DFCB Digital Chairman and CEO Arnold Liong. "It’s been two years since the inception and creation of DFCB Digital and with our recently strengthened leadership team lead by Tom Eugenio, President/COO and James Bernardo, CCO, we see our win as very timely."

Tom Eugenio, President and COO said, "We feel that the change we are talking about is already happening. It is such a great start for DFCB Digital this 2014 and we’re ready to make some noise in San Francisco and lead the fight against poverty!"

Full list of winners:
• The Share Exchange by Dentsu, Young & Rubicam, Singapore
• Good Cents by Joe Public, South Africa
• The GAP index by venturethree, United Kingdom
• The Act Button by Naked Communications, Australia
• $1.25 cube experience by JWT, Israel
• Gamers VS Poverty by DFCB Digital, The Philippines
• One Two Five by PHD International, United Kingdom
• We See Women by Vital Voices Global Partnership, USA

About Draftfcb
Draftfcb is focused on creating ideas that change behavior to move our clients’ businesses. With nearly 140 years of communications expertise, Draftfcb’s worldwide network spans 150 offices in 90 countries, with over 8,000 people, and is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com.