WORK FOR GOOD CUT

The KITA Initiative - KITA
KITA

Shortlist

Title:	The KITA Initiative
Brand:	KITA
Product/Service:	KITA
Client:	Spark! Philippines
Entrant Company:	HAVAS Ortega
Agency:	HAVAS Ortega
Production Company:	WHISK PRODUCTIONS
Editing Company:	PROVILL / GREENROOM
Sound Company:	WONDER COLLAB
Creative Director:	ANGIE TIJAM-TOHID - Executive Creative Director
Release Date:	2024-11-19
Duration:	02:00
Individual Credits:	Jos Ortega - Chairman/CEO
Individual Credits:	Rica Manuel - Creative Director
Individual Credits:	Kat Rodriguez - Associate Creative Director/Copywriter
Individual Credits:	Bianca Bonjibod - Associate Creative Director/Copywriter
Individual Credits:	Deux Lopez - Senior Art Director
Individual Credits:	Anjel Elemos - Senior Editor/Art Director
Individual Credits:	Megan Capili - Art Director
Individual Credits:	Danni Interdonato - Type Designer
Individual Credits:	Danni Interdonato - Type Designer
Individual Credits:	Janlo Cui - Business Director
Individual Credits:	Wish Torres - Agency Producer
Individual Credits:	Eloi Aranzamendez - FA Artist
Individual Credits:	Vivien Sussmilch - Director
Individual Credits:	Gi Dela Cruz - Director, Strategy and Insights
Individual Credits:	Phil Tiongson - General Manager - Head of MX and Data Science
Individual Credits:	Gian Ismael - Director, Data Science and Analytics
Individual Credits:	Angela Ayuson - MX Brief Senior Strategist
Individual Credits:	Alex Pastor - Business Director
Individual Credits:	Jeuls Hermosisima - Account Director
Individual Credits:	Karen Borromeo - Associate Account Director
Notes for Judging:	In the Philippines, women power the local economy through micro, small, and medium enterprises. Yet much of their contribution remains invisible — limiting access to resources and growth opportunities. Our breakthrough belief was simple: visibility creates opportunity. If women-owned businesses were seen where commerce actually happens, communities would value them differently and support them more intentionally. We created KITA, the first typeface designed to make women entrepreneurs visible. A Filipino word that means both “seen” and “earnings,” KITA embodies the belief that recognition drives income. Inspired by the Filipiniana and its iconic butterfly sleeve, the typeface transforms cultural heritage into a bold badge of identity. More than a campaign, KITA is a movement for economic visibility. Execution began at the grassroots level by reclaiming storefront signage as media. Community stores were redesigned using KITA, demonstrating how visibility could be reshaped quickly, accessibly, and meaningfully. To remove barriers, we developed a free toolkit of templates and a layout generator at thekitainitiative.com - empowering entrepreneurs to create professional signage and communications without cost or design expertise. The platform was built for participation. Women entrepreneurs could adopt it directly, while partners amplified its reach by distributing signage, donating placements, and integrating the typeface into their own communications. KITA transformed visibility from a branding exercise into a shared responsibility and a catalyst for inclusive growth. Effectiveness was measured through documented PR coverage and out-of-home reporting. Across launch, partner activations, and interviews, the initiative generated USD 937,901.58 (PHP 55,506,331) in earned media value and achieved 29,438,659 total reach. With 0 paid media spend, out-of-home partners donated placements with an estimated rate-card value of USD 14844.19 (PHP 878,500)—demonstrating disproportionate impact driven by cultural resonance and earned participation.
Additional Credits:	HAVAS MEDIA: Yanna Caunan, Liz Tordesillas, Krystal Ybarola, Aileen Flores, Aubrey Mitra FINANCE: Viv Sussmilch, Cris de Guzman, R-let Osit PARTNERS WEBSITE: ONE OVER ZERO SENIOR DEVELOPER: Winnpy Ong JUNIOR DEVELOPER: Aaron James Bumagat PROJECT MANAGER: Jeaneses Drilon PRESIDENT & CEO: Cics Uy ACTIVATION: CA LINKS PRESIDENT/CEO: Neneth Spencer SR. MANAGER FOR ACCOUNTS & OPERATIONS: John Requillas VIDEO PRODUCTION: WHISK PRODUCTIONS EXECUTIVE PRODUCER: Garly Bangue DIRECTOR/EDITOR: Anjunette Clare CINEMATOGRAPHER/COLORIST: Pantit Pablo PROD MANAGER: Tam Cunanan CAMERA ASSISTANT: Kenneth Hernandez SOUND: Daven Montes VFX ARTIST: Joeric Navalatan BTS: Kingrjay Perez PROD ASSISTANT: Faith Aragon AUDIO PRODUCTION: WONDER COLLAB EXECUTIVE PRODUCER: Yvette Acebedo TECH: Patricia “Patti” Langas ARRANGERS: Kahlil Refuerzo, RG Alegado VOICE CASTER: Cristina De Leon TALENT: Desiree Deseo POST PRODUCTION: GREEN ROOM PROVILL STUDIOS PM: Christine Angela Gerona EDITOR: Dan Opina