MANILA – Publicis JimenezBasic’s Kulas Abrenilla and Jace Burayag were chosen from among 21 teams to represent the Philippines at Cannes Young Lions 2014.
The Creative Guild of the Philippines announced the winners on March 20, after holding its first ever live judging on the same day.
Abrenilla and Burayag’s campaign was the Grand Prix winner, chosen from 10 finalists. Also among the top three were Gold winners TBWA\Santiago Mangada Puno and DM9 JaymeSyfu. There were 21 campaigns in all.
For this year’s Philippine Young Lions competition, the brief was to come up with a print campaign to invite corporations and individual businessmen to set up shop in Tacloban to provide jobs for Taclobanons, who are still recovering after typhoon Yolanda struck last November. “The Guild wanted a brief that was actionable and relevant,” said Joey Ong, PR sub-committee head of the Creative Guild and CCO of Aspac Advertising.
Ong said the work this year was great, with good crafting and a lot of insightful ideas. “I personally think some campaign were actual solutions and it’s good that these goods are thinking beyond executions. Actual solutions that will invite people to consider setting up in Tacloban. I wish we can find ways to actually publish some of the work, they are well crafted ads with very insightful ideas,” he said.
First ever live judging
The young creatives were given the opportunity to watch the whole judging process, Ong said. For Abrenilla, it was a very insightful exercise.
“As young creatives, we’d always like to know how we fared with the competition. As with my experience in past competitions, we always would want to see what the others have done and what are the reasons why this particular work won or why this particular work didn’t win,” Abrenilla said in a video posted by the Creative Guild.
This is Abrenilla’s second time to represent the country at Cannes. In 2009, he and Peepo David, then both of DentsuIndio, were chosen to join the prestigious competition.
