MANILA, PHILIPPINES — Creative agency Propel Manila‘s golden team of Jhazel Mendoza and Eden Sarmiento emerged as the winners of the recent 24-hour Kid Lotus competition, besting young creators from different agencies. They will represent the Philippines at the AdFest Young Lotus competition in Pattaya, Thailand.
The young creatives were challenged to create a campaign that sends a message – to craft with AI responsibly. Propel Manila’s duo based their idea on the insight that it’s a human’s personal touch that elicits emotion in art, something that AI currently lacks.
“Our big idea, Tao Po!, is a very local idea that seeks to tap into what’s human,” said Jhazel. “It perfectly describes what AI lacks and needs.”
Eden added, “The idea serves as a reminder that while AI can be used as a tool or a reference, a personal human touch will always be needed.”
“This competition is an amazing opportunity for our young teams to showcase their talent,” said Propel Manila Creative Chief, Raymund Sison. “It is not only inspiring, but it also adds a lot to their creative growth. We are excited for them and mighty proud of them.”
Organized by the 4As Philippines and Creative Guild of the Philippines, the Kid Lotus Competition’s comeback has once again spurred creativity and excitement.
Coming in second was the team from Wunderman Thompson, Ma. Angeline Santos and Trishia Anne Villarmino, with “The Stolen Signatures.” Tim Cruz and Jen Mandia, from Dentsu Creative Philippines, placed third.
adobo Magazine is an official media partner of ADFEST 2023.
