MANILA, PHILIPPINES — The Creative Guild of The Philippines (CGP) has once again called for young creatives to conquer the lion’s den at The Kid Lions Competition.
A total of 47 competitors from various agencies passionately took up the challenge to participate in the competition for a chance to attend the Cannes Lions Festival of Creativity.
The briefing of the competition was held last April 13, 2023, led by Havas Ortega Group ECD, Young CreativeS Director and Creative Guild Board Angie Tijam-Tohid and Google Philippines Creative Works Lead Peach Natividad.
4As Creative Guild has partnered with Google Philippines and the Department of Information and Communications Technology (DICT) for this year’s competition. The young creatives were given 48 hours to come up with an original idea in response to the communication challenge presented to them.
Joey David-Tiempo, Founder and CEO of Octopus&Whale and juror of the Entertainment Lions for Gaming at Cannes Lions, also took the time to talk with the junior creatives about how to handle the mental strain of competition and help overcome their fear of failure.
Joey emphasized that the Kid Lions, along with other young competitions organized by the Creative Guild, provide an excellent training ground for aspiring creatives to fuel their passion for the advertising industry and keep their creative fire aflame.
A total of eight pairs of young creatives made it to the finals:
| Finalists | Idea Name | Agency |
| Patricia Salonga & Cholo Katipunan | “STRUGGLE’S REELS” | DENTSU CREATIVE PHILIPPINES |
| Jamie Carrelli & Melves Maglipas | “HILO, GOODBYE” | TBWA SMP |
| Jaime Yusingbo & Khalia Guiron | “ANG HULING TICKET” | SEVEN AD |
| John Gale & Vince Divinagracia | “NGUSO” | MULLEN LOWE TREYNA |
| Dionie Tanada & Sajid Guerrero | “MISIS” | GIGIL |
| Dhalaine Gaa Bautista & Ruselle Justine Zabat Fernandez | “MOST BORING GAME” | LEO BURNETT |
| Mica Dela Rosa & Jox Gonzales | “SARI-SARING SERBISYO” | BBDO GUERRERO |
| Kenneth Tan & Louis Ayson | “APP-OLOGY” | PUBLICIS JIMENEZBASIC |
The entries were reviewed and deliberated upon by jury members Mullenlowe Treyna Chief Creative Officer Abi Aquino, Digitas Head of Experience & Innovation and Head of Creatives Rey Tiempo, Google Philippines Creative Works Lead Peach Natividad, 7AD Chief Digital Officer and Founding Partner Russ Molina, Wunderman Thompson Group Creative Director Maan Bautista, and Pabrika Director Joel Limchoc.
The Bronze award was given to Mica Dela Rosa and Jox Gonzales, creatives from BBDO with their work “SARI-SARING SERBISYO” meanwhile the Silver award was given to Dhalaine Gaa Bautista and Ruselle Justine Zabat Fernandez of LEO BURNETT, with their work “MOST BORING GAME”.
Lastly, the two champs that powered through the competition and bagged the Gold award were Kenneth Tan and Louis Ayson from PUBLICIS JIMENEZBASIC with their work “APP-OLOGY”.
The winning duo from PUBLICIS JIMENEZBASIC will be sent to the Cannes Lions Festival of Creativity to represent the Philippines in the Young Lions Film Competition in June 2023 where they will compete with different agencies and talents from all over the world.
