Welcome to Clayo 2026!
A war of designs, a fight of taglines—it’s the annual clash of Claymates battling to be the best in creativity.
/ the creative directors
Three CDs, three teams,
but only one prize.
/ the brief
context
objectives
Primary
Promote the country’s breathtaking wonder through a 360° offline marketing campaign maximizing ATL (above the line) channels:
- TV
- Radio
- OOH
This initiative is also open to BTL (below the line) executions at the agency’s recommendation, including (but not limited to) the following:
- Trade shows & exhibitions
- Experiential events
- Direct mail
- Guerrilla marketing
Secondary
- Position the DOT as a champion of nationalism
- Boost its brand awareness and credibility
- Regain tourism trust among the general public
target market
International travelers
- Ages 25 to 65, seeking environmental exploration, cultural immersion, and overall leisure
Domestic travelers
- Ages 18 to 65, roaming on weekend adventures or relaxing staycations
Overseas Filipino workers
- Ages 35 to 65, vacation travelers wanting to spend quality time with family and friends
/ the timeline
🏁 May 22 • Drafting day
Three teams will be formed via selection by the assigned Creative Directors for this competition.
🧠 May 25 to June 11 • Brainstorming & production
Time to make a smoothie out of those creative juices!
👯 June 18 • Presentation
Pitch for your life—will you wow the judges?
📝 June 22 to 26 • Claymate survey
Fellow Claymates, plus clients, vote for their preferred design.
🏅 July 31 • Think you’re the best?
Find out at our 5th anniversary party!
/ judging criteria
💡Concept • Originality, creativity, and relevance of ideas
🔥Execution • Copy-design integration, overall aesthetics, and feasibility
🤝Collaboration • Effective teamwork and seamless rapport
👯Presentation • Pitch clarity, coherence, and persuasiveness
🤩Audience impact • Appeal based on Claymate survey
/ the panelists
Ivan Bartolome
Diona Valdez
Tom Salamanca
/ claymates’ choice
Your fellow Claymates will be surveyed to determine consumer preference:
- Accounts
- HR
/ client impact
Our creative partners’ votes will also be a factor in identifying which work can upgrade our tourism.
