BRANDING: Design choice: clio trophy

Almost all trophies in Manila look the same. Either they're made of shards of glass or they're made of plastic.

Hairdressers' associations, secretaries' conventions, cat owners' clubs, bus operator organisations have them.

Bless them.

The Clio statuette still amazes me as much as it did when I was just starting in advertising.

Like the Oscars, it has become a classic, a symbol of supremacy. But more than just the physical design, it's my kind of 'drug'.

Along with our corporate logo in the lobby, it drives me to push for things that I've never done.

And just like other symbols of supremacy - the Cannes Lion, the One Show Pencil, Media's Spike, and the Asia Adfest's Balls of Excellence, these are design 'highs' that take the stress out of a bad hair day.

Whatever the cynics say - that they're created just to massage one's ego - I don't give their thoughts a hoot.

All I know is these designs put agencies on clients' shopping lists.

They give agencies the advantage when negotiating. Without question, they are morale-boosting. More importantly, these designs give hotshops, small shops, big shops, even sweat-shops, a 'winning' attitude.

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