In classic underdog fashion, J. Romero, the agency least likely, topped the competition that determined who represents the country in the Young Lions shootout in Cannes.
The small local but longlived agency was represented by writer JB Bangoy and art director Gigay Quipanes. These PDI Young Lions impressed the judges with their grasp of consumer insight, conceptual skills and ability to address the requirements of a ticklish brief.
J. Romero already surprised some observers by finishing in the Top 5 of last year’s competition. Even then, seeing this agency (which, even its Chairman Andre Kahn admits, is hardly known for creativity) come out on top was both a nice surprise and a shock to the system.
Quipanes told adobo. “For the first two years of entering the competition, we belonged in Top 5. I tell you, the first time wasn’t tsamba (the luck of the draw); neither is this second time. I was grateful for J. Romero, for Miss Shu [Manalo, J Romero’s executive creative director]. We were getting recognized as creative thinkers. It gave us a boost of confidence. We’re from a small agency, so what.”
In addition to being sponsored by Philippine Daily Inquirer, the winners will see their print ideas produced and printed in the same daily.
Coming in second place was another dark horse, Lowe, which presented what the judges said was the funniest and freshest TV idea of the lot. < width="200" hspace="2" height="125" align="right" src=" kidlat_adfest(1). " alt="" />Composed of writer Tina Araneta and art director Aidon Panlaqui, team was chosen to compete in the ADFEST Young Lotus, under the auspices of the AdBoard of the Philippines.
Held a day before the Creative Summit in Boracay, the PDI Young Lions drew 44 young copywriters and art directors from 16 agencies. JimenezBasic creative director Third Domingo (who looked not much older than his wards) arranged for a thorough brief on corruption in Philippine society, by bringing out speakers like PDI columnist John Nery and Guillermo Luz from the Makati Business Club.
He soon followed that with a live creative brief
from The Ayala Foundation, official sponsor of the DIWA Awards. The one thing: bring the issue of corruption to a personal, intimate and moral level and convince the individual to always do the right thing.
The 22 creative pairs were tasked to submit a campaign of one TVC and three print ads 24 hours later. Their work was judged by Creative Guild President Merlee Jayme (DM9 JaymeSyfu), Leigh Reyes (Y&R), Dino Jalandoni (McCann Erickson), Lilit Reyes (blackpencil), Cirio Cinco (Ace Saatchi & Saatchi) and PDI’s advertising director and Cannes official representative, Pepito Olarte.
For more on the PDI Young Lions and ADFEST’s Team Philippines, read the related stories in the Creative Guild Summit and ADFEST Specials.
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