MANILA – After vying with some of the best young creatives in the country, Andrew Yap of Publicis Manila and Paulo Villones of BBDO Guerrero emerged as the winners of the adobo LIA Young Creatives Cover Art Contest.
These two talented young creatives will be going to Las Vegas to be the adobo Creative LIAisons duo. They will be attending the judging of the London International Awards (LIA) and will be listening to talks by advertising stars like DDB Worldwide’s Chief Creative Officer Amir Kassaei and J. Walter Thompson Manila’s Worldwide Chief Creative Officer Matt Eastwood at the Creative LIAisons Conversation Program.
The Creative LIAisons program was launched in 2012. It’s a fully funded educational initiative by LIA to help hone the next generation of creatives.
In July, the contestants of the adobo LIA Young Creatives Cover Art Contest were asked to submit an artwork for Class A, adobo magazine’s campus edition which will be specifically published for college students.
The artworks were judged by no less than the hotshots of the creative industry namely Raoul Panes, Chief Creative Officer at Leo Burnett Group Manila; Joey Tiempo, Executive Creative Director at TBWA\Santiago Mangada Puno; Dave Ferrer, Executive Creative Director at J. Walter Thompson Manila; Ace Saatchi & Saatchi Manila’s Creative Director Denise Tee and BBDO Guerrero’s Dale Lopez.
Here are the winning works:
Paulo Villones
25, Art Director, BBDO Guerrero
“Using the alphabet as a medium to show the basics of advertising, I illustrated the common buzzwords used in the industry. The intention is to give college students a brief rundown the terms they will be encountering once they step into the world of advertising.
Taking words from accounts, planning and creative, the typography gives life to the character’s personality. The illustration is meant to look playful, similar to how children’s books are. Given that this is a magazine cover, I used various colors to help make the visuals stand out. However, it is important to note that these hues do not overpower each other and they blend into an interesting artwork.”
Andrew Yap
23, Digital Director, Publicis Manila
“Ideas come to us in many shapes and forms but oftentimes, they’re not the grand Eureka moments we so fervently seek. For most part, they come to us as small sparks of inspiration, jolts of “what if…?”, or float along as a funny thought that we might just jot down or tweet about. But what if we pushed it past that? What if we dared to consider how much further we could take our ideas and just kept building?
This is the challenge that the cover wanted to pose. The goal was to get the readers thinking about the bigger picture and the role their ideas could play in it. “Think big!” we’re always told. But because few ask “how big?”, many stop cultivating their ideas after the first few swings. In reality, we can grow our ideas in an almost countless amount of ways if we really set out to do it. By depicting various facets and parts stemming from one light bulb, the artwork aimed to show that one jolt of “what if…?” can become larger than you might have originally thought. It shows that while you don’t always have to start big, you can always build big.”
