REIGN

Philam Life Agency Awards 2019
An avant-garde reimagining of the Polynesian theme

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Every year, the Philam Group gives recognition to the most outstanding people from all agency levels through the prestigious Premier Agency Awards. To keep the fire burning in 2019, Philam wanted to create a Hawaiian-themed awards ceremony that’s bold, unexpected, and cutting- edge. Our role? Execute Philam’s vision of a fiery and out-of-the-box Hawaiian-themed ceremony and fuse it with the prestige of the Premier Agency Awards.

The result of our collaboration is a stunning avant-garde reimagining of a traditional Polynesian feast that draws inspiration from Hawaii’s mythic history and exotic landscape and a blazing celebration that reflected the unstoppable fire that drives Philam’s best and brightest.

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Challenge

Capture the fiery, untamed festive spirit of Hawaii, give it a bold and avantgarde tweak, and incorporate it into the elegant and prestigious the Premier Agency Awards.

Outcome

Our involvement helped Philam stage the awards ceremony they envisioned for 2019’s Premier Agency Awards: full of fire, cuttingedge, and fit for their reigning royalties.

Scope of the Project

Event Management and
Production
Event Concept and Title
Messaging
Key Visual and Logo
Identity System Design
Digital and Printed
Marketing Assets
Stage and Space Design
Video Concept and
Production

The Mission

Capture the fiery, untamed festive spirit of Hawaii, give it a bold and avant- garde tweak, and incorporate it into the elegant and prestigious the Premier Agency Awards.

Getting to Know the Attendees

The Philam Premier Agency Awards takes place every year to give tribute to Philam Group’s topperforming individuals and their invaluable contributions to the company. With over 900 attendees comprised of Philam’s top brass and awardees, the ceremony is the grandest and most prestigious night for the Philam Group.

"The Philam Life Agent always has the heart to serve their customers to the best of their abilities. That makes them truly different and above the rest".
- Aibee Cantos, Senior Adviser to the CEO
‘This is the time [when] we honor…the men and women of the Philam Agency Force who have worked extremely hard and demonstrated great passion and professionalism in bringing a Philam Policy in every Filipino home.’
- Stephen Segismundo, VP Head of Agency Strategy

The previous Agency Awards were lavish and spectacular affairs. This year, Philam wanted to step it up and create another remarkable experience for their MVPs with an unconventional, loud, and explosive Hawaiian theme.

‘The idea came from what Philam Life stands for as a company. We are a company that trailblazes innovations in the industry.’
- Jen Encar Jue, Head of Rewards, Incentives, and Communications

We were invited by Philam to pitch our idea for Premier Agency Awards 2019 along with other events agencies. Here’s the thing though: Toycomm isn’t an events agency.

So where do we fit in all this?

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The Purposeful, Playful Solution

Draw from Hawaii’s mythic origins, its primeval volcanic landscape, and its cycle of destruction and creation and use it as the bedrock of our design and communication strategies for Reign – a celebration of Philam’s living legends and their achievements.

Developing Strategy

How did Toycomm turn a trite concept over its head?

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We did our homework. We found out everything we can about the Polynesian culture and locked in on something we’ve never seen before: the legend of Pele, the Polynesian goddess of fire and volcanoes. Pele is revered for her igneous spirit, burning passion, and for the creation of Hawaii.

Pele’s legend, how she forged Hawaii in fire, and her enduring legacy, became the foundations of all of our design and messaging executions for this year’s Premier Agency Awards.

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Designing the Experience

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Our design principle needed to be comprehensive and consistent. From the event invites to the stage design (and all else in between) – everything had to incorporate the Awards’ overarching theme.

We played around the idea of fire’s power of destruction and creation. Destruction for us means using geometric figures — low polygon elements that can be seen in all our visuals. On the other hand, the floral elements that are present in the title cards to the stage design, for us, represent creation.
-Jav Tarun, Toycomm co-founder

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The Stage: One Giant Tribute

The night’s centerpiece was the stage: an elaborate formation of low-polygon treatment, dark foliage and exotic flora, geysers, and a monolithic tiki head. Everything was arranged to resemble Hawaii’s magnificent, jagged, and untamed terrain.

We combined our client’s imagination with the loud, fiery, and bold character of Hawaii’s culture to come up with a stage that is as avant-garde as it is grand.
-Eco Sala, Toycomm co-founder

Much like how the islands formed, the stage took some time to build and required the combined effort of around 300 personnel to put the pieces together. The result is a scenic and cohesive.

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The Result

Philam Life was clear with what they wanted: New. Out-of-the-box. Something strong, bold, and trailblazing like the legends they wished to honor. Our collaboration produced a stunning avant-garde reimagining of the Hawaiian theme that drew inspiration from the island’s legendary origins and primordial features. With it as the overarching theme, we then created a unique experience for the attendees – one that honored and thrilled our audiences on all points of contact.

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