MANILA, PHILIPPINES — The adobo LIA Not-so-young Creative Competition has had its entries unpacked, unloaded, and prodded. Early last week, 97 entries from over 25 agencies were evaluated by the diverse pool of judges presided over by Jury President Kat Gomez-Limchoc of BlackPencil Manila.
The competition challenged not-so-young creatives to use creativity for good. Each entrant had to choose an advocacy and create an idea or a creative solution that responds to it. The campaign has to be attached to any brand that operates in the Philippines and the final ideas were presented on concept boards.
To put the spotlight on the top creatives and their winning entries, adobo magazine will hold its awards night on Friday, June 10 at 5:00 PM The Astbury in Poblacion, Makati. The program will also be livestreamed on adobo magazine’s Facebook page.
On the judges’ reaction to the entries
Some of the themes that emerged from the competition are about sustainability, social welfare, education, health, and gender/LGBTQ+.
“I think the entries are a reaction to the general situation that’s happening in the Philippines, we are emerging from a very emotional election period and so a lot of the entries were about the topics of fake news, disinformation, martial law, and such like,” shared Octopus&Whale Founder and Chief Creative Officer Joey David-Tiempo.
Still, with an open brief and nearly a hundred entries, some outliers were bound to pop out.
“What surprised me a lot was there were also a lot of entries around blood donation, and about trans [people],” said Dorothy Dee-Ching, Vice President, Beauty and Personal Care at Unilever.
Many of the judges lauded the theme “Doing Good and Doing Well” for its challenge on the business side while allowing the creatives to pitch for the advocacies they are passionate about.
However, the theme was not without its challenges. David-Tiempo explained, “Not a lot of award shows actually give them a chance to choose what particular problem you can solve. When you choose a very difficult problem to solve, then, you might have a bit of trouble coming at a solution.”
In choosing the winning entry, one of the factors that the jury considered is the idea’s compatibility with the brand.
“It’s got to fit in seamlessly. It’s got to make sense in terms of how that brand and idea plays together,” shared Greg Martin III, Executive Creative Director at Ace Saatchi & Saatchi.
“I believe that today, more than ever, creativity plays the most important role in helping the road move forward,” added Raymund Sison, Creative Partner at Propel Manila.
About the adobo LIA Not-so-young Creative Competition
The winner will get a scholarship to the LIA Business of Creativity Scholarship Program by advertising legend Sir John Hegarty. This not-so-young creative can also have the opportunity to virtually observe LIA statue discussions during LIA judging as they happen in real-time. The scholarship, worth P100,000, brings:
- Eight-week on-demand lessons with Sir John Hegarty
- Weekly guest speakers from global business leaders and icons from the world of entertainment
- Biweekly Q&A sessions with Sir John Hegarty
- Access to additional reading, case studies, and podcasts to support your learning
The adobo LIA Not-So-Young Creative Competition 2022 is organized by #adobomagazine in partnership with the London International Awards (LIA) and #TheBusinessOfCreativity. This competition is also in partnership with The Astbury, our venue partner; and is also sponsored by UXS Inc., SounDesign Manila, Globe Telecom, and Jollibee.
