Boracay – Despite a long debate about where to hold the 3rd Kidlat Awards, The Creative Guild of the Philippines’ Kidlat Awards opens once again in Boracay today, prompting Guild President David Guerrero to call it "the sunniest awards show on the planet."
This three-day creative summit, which is unapologetically "purely creative", promises to be an interesting one, and well worth the two-month wait. (Traditionally, it is held every February.) This year, it names not just the country’s Ads of the Year in several categories and in the public service competion DIWA, but also the Ads of the Decade, to be chosen from among the previous Ad of the Year winners.
This Kidlat Awards’ jury includes guest judges Tay Guan Hin, JWT Asia’s regional executive creative director and this year’s Outdoor Lions president, and Ogilvy Asia’s deputy regional executive creative director and one of the most awarded writers in Asia, Juggi Ramakrishnan. Together with ten judges from Manila’s creative agencies, they have the challenge of whittling down the biggest number of entries to date: 893, a 248% increase over last year’s entries.
This year’s Young Kidlat competition is also bigger than 2009’s, with 24 pairs of aspiring creatives. The two best teams are to represent the Philippines in the Young Lions competition in Film and Cyber, this coming June. The Creative Guild hopes to raise enough money to send a third team, giving the industry a three-fold chance of winning in the biggest young creatives’ shootout in the world.
Nearly 200 delegates are expected to arrive on the shores of Boracay today. More industry people are flying in on the last night for the awards presentation and the beach party on April 14. Among those attending are the two inductees to the Creative Guild Hall of Fame: Y&R CCO Badong Abesamis and DM9 JaymeSyfu ECD Eugene Demata.
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