Sun Life of Canada (Philippines), Inc.’s innovative financial literacy campaign “Play for Life” has been awarded Gold at the prestigious Panata Awards 2025.
The campaign, which gamified financial literacy education, was recognized in the Best Showcase in Integrated Marketing Campaign category for its creative approach to making complex financial concepts accessible and engaging to Filipinos.
“We’re honored to receive this recognition,” said Carla Gonzalez-Chong, Chief Client Experience and Marketing Officer at Sun Life Philippines. “Play for Life embodies Sun Life’s longstanding commitment to promoting financial literacy in the Philippines. As the first company to launch a multimedia campaign on financial education in the country, we’re always looking for fresh, engaging ways to empower Filipinos to make brighter financial choices.”
The multi-faceted campaign centered around an original board game that simulates real-life financial scenarios and decisions. Among the key elements of the campaign were creating multiple game formats, including a premium board game, digital version, and life-sized experiences at mall events; applying a 360- degree marketing approach, from digital platforms to festival integrations; experiential marketing, where mall events and “Coffee & Play” sessions were held nationwide; and digital innovations, such as a TikTok filter and collaborations with esports tournaments.
“The campaign’s success demonstrates that Filipinos are ready to learn when the content is presented in an engaging format,” Gonzalez-Chong explained. “This award motivates us to continue innovating in how we communicate the importance of financial preparedness. We remain committed to helping Filipinos achieve lifetime financial security and live healthier lives.”
The Panata Awards, organized by the Philippine Association of National Advertisers (PANA), celebrates marketing excellence, ethical storytelling, and brand impact in the Philippines.
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