MANILA – With more than 70 entries across 24 agencies, the top 2 winners of the adobo LIA Young Creative Competition 2018 have been announced. Girl Power had definitely surged again as Neena Felizzi Gatdula from Publicis JimenezBasic and Anne Karla Rivera from Over The Moon Communications, Inc. were both chosen to represent Philippines in the 2018 Creative LIAisons in Las Vegas.
This year’s competition ran with the theme: A Call for Change: Portrayal of Women in Ads. “It feels very relevant and timely in this age of #MeToo and there’s been a lot of moment across the world about how to forward the agenda for authenticity, I think, in portraying people in ads. So, this seemed like the right time to have this kind of challenge for our young creatives,” said Jury President and Executive Creative Director of MullenLowe Philippines, Abi Aquino.
Watch Abi Aquino’s full interview here:
“Actually, when I saw the brief, I was very excited about it ‘cause as a feminist, women empowerment has always been my advocacy and seeing that they actually made a brief addressing the lack of portrayal of women in our ads is something that I’ve always thought about before,” Publicis JimenezBasic’s Neena Felizzi Gatdula said.
The winning work of Gatdula titled ‘Meet Real Women’ was favored by majority of the jury due to its simplicity and realistic solution to the problem given. When asked about the idea behind her entry, Gatdula shared, “I think the problem with how we portray women in advertising is that they’re one-dimensional. So, the idea of creating a way for advertisers, marketers, even casters to ‘Meet Real Women’ to get inspired with for their advertising is where I’m at.”
Watch ‘Meet Real Women’ here:
On the other hand, ‘Badly Put Women’ by Over The Moon Communication Inc.’s Anne Karla Rivera had won the votes of the jury because of its creativity and shareability on social media platforms.“’Badly Put [Women]’ is something that—if you have any idea or example—it’s on top of mind. And usually, badly put ideas or examples are the ones that get approved. So, naisip ko, “What if we create a badly put woman?”” Rivera shared when asked about the inspiration behind her work.
“What I did is simple Facebook and Instagram page where they can also share or create their own version of badly put women. So, if they see women from an existing ad typically doing this role, and they cut and paste these women to badly put her to another scenario, and then that’s it—is it badly put or not? Because it’s my way of showing that they can do more than the usual things,” Rivera added.
Watch ‘Badly Put Women’ here:
Jury President Abi Aquino also commended the evolution of young creatives in the country. “From the time I started judging, the way these guys think had just evolved to such a sophisticated degree that even the 76 entries were just amazing compared to the kind of entries we were seeing even just a few years ago.”
“I think the top 2 winners that we chose really showed us—at the very least—the sincerity. We think of the solution and the level of creativity that these guys have so it’s really remarkable,” Aquino stated.
Watch the full interview of adobo LIA Young Creative Competition 2018 winners here: