PHILIPPINES, MAY 2, 2011 – Boracay is struck by bolts of creativity as the jurors of Kidlat Awards 2011 started deliberations for the best advertisements of 2010.
The eleven jurors were divded into two groups: one for entries in Print and Outdoor, the other for entries for Broadcast.
Juror Leigh Reyes, executive creative director of Lowe Philippines, says, "I loved the level of the work. There’s some work that I have never seen done before, and I’m looking forward to the finalists."
AJ Dimarucot, a freelance graphic artist and a juror for this year remarks that it was easy to judge craft, but there was one difficulty: "It was really hard to evaluate the thought."
It is ultimate challenge of translating an idea through skill that set out the first crop of great work from the rest in the preliminary judging. "There were works that were fantastically art directed, but didn’t really push the thought," says Chris Chiu, executive creative director of Leo Burnett Singapore and a featured guest juror at this year’s Kidlat.
Thirasak Tanapatanakul, executive creative director of Creative Juice Bangkok, who was on the jury for Broadcast had the same sentiment: "A good film marries the execution between execution and concept. Some had good execution, others not very good execution."
The jurors will merge the following day for the next round of judging. Finalists will be announced on the morning of May 4, 2011, the last day of the awards.
While the jurors screened entries, delegates and Young Kidlat competitors trickled into the Boracay Regency hotel. It will be a packed next two days, with talks by speakers from the industry and other creative fields. The Young Kidlat competition will also determine which duo will be sent to compete at the Young Lions competition in Cannes. A welcome dinner was held for them on the beachfront of Boracay Regency, with firedancers and live music as entertainment.
