CANNES, FRANCE — As the Cannes Young Lions deliberations in the Design category came to an end, jury member CJ de Silva Ong, Executive Creative Director of TBWA\SMP, gave adobo Magazine a peek into this year’s jury room.
Reflecting on her experience, CJ expressed her excitement at witnessing the creative ideas presented by young talents hailing from various corners of the world. Furthermore, she acknowledged the invaluable knowledge she gained from her fellow jury members, making the afternoon’s judging session truly inspiring.
As part of the jury, CJ de Silva Ong gained insightful observations about the world of design, particularly in relation to the design approaches adopted by different teams. “The local cultures of each design team truly come out in their design approach,” she shared. “You will feel it in how they empathize with the target audience to their choice of colors.”
She noted that some teams focused on evoking emotions through their designs, employing storytelling techniques. Others took a poetic approach, romanticizing the meanings of words and shapes. Meanwhile, some teams showcased sophisticated design systems. It was evident that the designers’ choice of colors and their ability to empathize with the target audience contributed to the overall impact of their designs.
One striking aspect of the young creatives’ presentations was their expressiveness. CJ commented, “The young creatives now present so eloquently. They are not caught up with the language barrier. If they can’t find the words, they will act, draw, or show pictures.”
Expressing her confidence in the Philippines’ odds this year, CJ emphasized the country’s unique design perspective and rich cultural stories waiting to be shared. “I think the Philippines has a strong chance in the Design category,” she affirmed.
As CJ concluded her role in this year’s Young Lions Design deliberations, she left with admiration for the emerging creative minds in the industry. The experience not only showcased the immense talent present worldwide but also highlighted the power of design in conveying meaningful stories and evoking emotions.
