BORACAY At 9am today, Y&R executive creative director Herbert Hernandez briefed the teams taking part in this year’s Kidlat Young Creatives competition. With twelve 2-person teams taking part, the overall winners will represent and compete for the Philippines at the upcoming Cannes Festival of International Creativity. The runners-up will represent the county at Spikes Asia. Their marketing counterparts were selected earlier this year.
“I see this as the Olympics,” Hernandez told adobo. “The young creatives aren’t competing against each other – they’re competing to represent the country.”
The brief came courtesy of Philippine Daily Inquirer (which is serving as the competition’s sponsor), challenging the young creatives to craft a cyber-led campaign that would lead them to explore the publication’s online platform, inquirer.net.
“The objective is how to make them see the Inquirer as more than just hard news,” said Hernandez.
Hernandez said that being in charge of the Young Creatives competition was nostalgic to him as, having taken part himself (partnered with EJ Galang) not so long ago, he said it was entirely possible that the industry’s future leaders Merlee Jaymes and David Guerreros could very well have been in that briefing room.
The deadline for submission of entries will be 10.30am tomorrow, March 7. Judging will be conducted by the Kidlat judges, including the newly-arrived Andy Fackrell, of DDB Sydney. adobo Magazine will report on the results as they come in.
