BRAND BITS. Aga Muhlach leads launch of Maaga Ang Pasko in South Luzon; IDEA’YALA convenes first summit last October 4

IMAGE Nikko Tuazon (top) / Courtesy of Ayalla Malls (bottom)

(Top) Aga Muhlach and Jollibee's Vice President for Marketing Harvey Ong; (Bottom) IDEA'YALA mentors and innovators Paloma Zobel de Ayala, Katrina Razon, Dan Matutina, and Juliette LaMontagne.


MAAGA ANG PASKO. Dubbed as the “Original Toy Scout,” actor-TV host Aga Muhlach is back to celebrate the 20th anniversary of Maaga Ang Pasko campaign of the leading fast-food chain in the Philippines, Jollibee.

Aga led the launch las Sunday, October 12, at the fast-food chain’s Canlubang branch in Laguna. He was joined by the Lumen Anima Choral, who performed Christmas songs for the attendees.

In an interview with PEP.ph (Philippine Entertainment Portal) and other members of the press, Aga recounted how his simple idea of sharing his blessing started.

The TV host also expressed his statisfaction with the campaign now that it has achieved another milestone and continues to make an impact in this generation.

Aga told the press, “I just wanted to share some of my blessings sa una ‘cause I was doing Okidokidok at that time.

“And I was really attached to kids, and so tamang-tama naman, I have Jollibee in my life at that time so when I first started it, parang sabi ko, ‘If I want this to go nationwide…’

“Kung gusto ko kasi, kung ako lang, ilan lang ang mararating ko, ilan lang ang kaya kong puntahan because of the means also.

“Ngayon because sabi ko Jollibee is the right venue for this.

“And hindi ako nagkamali rito dahil kaya ako masayang-masaya kahit minsan hindi na ako kasama ngayon dahil minsan…

“Umabot na siya ng 20 years, lumaki na siya ng ganitong kalaki because of Jollibee talaga, so yun ang pinakamalaking impact para sa 'kin, na yung isang maliit na inisip ko na yun, napalaki ng Jollibee talaga.”

Vice President for Marketing Harvey Ong shared that are starting to bring the campaign outside the Philippines. The marketing executive told the press, “Last year nagdry-run na tayo and we started in some of our stores, sending our boxes so we can seek donations from people from other countries, for toys and books.

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“So this year, we have Singapore, Hong Kong and Vietnam.

“This is the first time that we are getting ‘Maagang Pasko’ out so hopefully for next year, dumami nang dumami.

“Cause right now, Jollibee is in 9 countries outside of the Philippines and unfortunately, hindi namin alam na in other countries, we need a long period of time for permits pala.

“So yung mga iba hindi nakasali this year, but hopefully next year, maliban sa tatlong bansang ‘to, mas marami pang mapasama.”

Harvey also said that they are hoping to give out more toys for students this year.

“Every year we try to increase the number of recipients so meron kaming mga target, so every year, gusto naming at least 10% more toys, 10% more student beneficiaries.

“To date, we have around 1.5 million toys and books collected na, and that has benefited close to 300,000 students so hopefully this year we raise that number significantly.”


IDEA’YALA SUMMIT. The Ayala Malls successfully hosted the first IDEA’YALA Summit, which was held last October 4 at the Glorietta Activity Center, Palm Drive.

IDEA’YALA Co-founder Paloma U. Zobel, Graphic Artist Dan Matutina, Music Festival co-founder Katrina Razon, and Project Breaker founder and Ted Talks fellow Juliette LaMontagne served as mentors and speakers and discussed the top on “Making your Innovations Relevant for Today’s Generation.” The mentors talked about how to develop one’s simple idea into an innovative plan and make an in today’s generation.

Dan Matutina talked about his beginnings in the graphic arts industry and shared his previous works—designs and illustrations—which became viral on the internet and were internationally acknowledged.

The graphic artist also discussed how he started his design studio plus63, which created graphic designs for numerous brands and cause-oriented organizations.

Meanwhile, Juliette LaMontagne inspired the attendees to create an innovative plans or ideas, which will make an impact in today’s generation and turn these into a passion.

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Juliette also discussed how one can develop their ideas through recognizing what the community needs.

Since its launch last September 9, IDEA’YALA’s team of mentors and innovators—including Dan Matutina, Gouache bags co-founders Anne Enriquez and Louie Poco, Robbie Domingo, Gretchen Ho, Paloma U. Zobel, Katrina Razon, and Mariana Zobel de Ayala—have visited different universities around the metro to invite students to participate.

Nearly 200 entries were submitted through their booths on different Ayala Malls but only 30 teams will proceed and undergo further workshops, coaching sessions until the final selection.

The first IDEA’YALA summit held at Glorietta Activity center was followed by another summit at Trinoma mall last October 11 and a final summit on October 18.


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