Company: Ortigas Malls
Nomination Submitted by: Stratworks Inc.
Company Description: Ortigas Malls is a premier shopping destination located in the heart of Metro Manila, Philippines. It boasts of several world-class malls, including Greenhills Mall, Estancia Mall, and Tiendesitas. With their excellent location, extensive selection of shops and dining options, and top-notch facilities, Ortigas Malls is the perfect destination for a fun and fulfilling shopping experience.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Arts & Entertainment
 Nomination Title: Ortigas Art Festival 2022: Making Filipino art more accessible through Ortigas Malls’ free art festival
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 194 words used.
Danish artist Olafur Eliasson once said, “Art helps us identify with one another and helps us expand our notion of we—from the local to the global.”
When the pandemic hit, art galleries, museums, theaters and performance venues were the first to shut down. Locked in our homes, we felt that without these places, something was missing from our lives. Since humans first learned how to draw on cave walls, art has spoken to and for us when we feel inadequate to express our emotions as individuals or as a community.
Humans have used art in all its forms to bring happiness, to overcome challenges and to change the world. That’s the power of art, that’s the joy of art. That is why when the pandemic receded from our world of lockdowns and restrictions, Ortigas Malls immediately mounted its 5th Ortigas Art Festival (OAF) from July 7 to August 7, 2022, which is the one and only art festival featuring different art forms in the Philippines that runs for one month and free of charge.
Art made life feel normal again. And that’s what everyone needed after two years of isolation and heartbreaking losses.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 248 words used.
OAF at Estancia Mall was a series of free events featuring various art forms and workshops. It was bigger and more special with the participation of Philippine National Artist for Music Ramon Santos, a pillar in Filipino music who also helped expound the aesthetic frameworks of Southeast Asian artistic traditions.
OAF’s Vertical Cinema Contest, in partnership with the Film Development Council of the Philippines, was aptly themed “Kamusta ka?” (How are you?) It received over 150 two-minute movies filmed on a mobile phone. Ten finalists were chosen with the first prize awarded P15,000; second prize, P10,000; third prize, P5,000; and P2,000 for the seven finalists.
The winning film “Mga Pira-Pirasong Alaala Ng Tayo” (Pieces of Memories of Us) by Jerfe Jan Daco is a melancholic deconstruction of a failed relationship between two young men and narrated in Tagalog. It uses the visual language of today’s digital natives—still photos, selfies, emojis, videos of empty places, and abandoned emotions.
On the performance side, Ballet Works Manila performed excerpts from The Nutcracker, and the Angklung Ensemble performed using traditional musical instruments. OAF also partnered with The Learning Tree School to mount a series of workshops for kids and adults on pottery, scriptwriting, preservation of art, and more.
Ortigas Malls also partnered with the Fashion Designers Association of the Philippines (FDAP) to host a fashion show called “Art in Fashion.” It showcased masterly crafted ensembles by talented Filipino designers, such as Gil Granado and North Ortiz.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 133 words used.
Through the Ortigas Art Festival, Ortigas Malls reiterates its mission to bring art to a wider audience and support the local art scene by including art in all its forms.
The Ortigas Arts Festival contributed to a 25% increase in foot traffic and revenue impact, which attracted a younger generation of mall goers. The event’s digital campaigns helped increase the social media followers by 80%, with social media engagement seeing a 95% (over 800,000) increase. There was also a 25% rise in Ortigas Community Card membership.
The event also landed on the front pages of the country’s top two newspapers, The Philippine Star and Daily Inquirer.
Ortigas Malls’ 2022 events, such as the Ortigas Arts Festival, brought together people looking for a community and those who were seeking joy in new things.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
July 7, 2022 to August 7, 2022
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