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The adobo LIA Young Creative Competition 2024 returns with the theme ‘Creativity Saves the World’

MANILA, PHILIPPINES — Adobo Magazine, together with the London International Awards, is back for the adobo LIA Young Creative Competition 2024.

With a 12-year partnership, Adobo Magazine is the only publication in Asia to be given the opportunity to connect creatives to the London International Awards (LIA) creative programs, allowing them to meet with global creative giants.

This year’s creative competition sets the spotlight on young advertising creatives ages 21 to 30 with a challenging yet impactful theme: “Creativity Saves the World.” Participants can submit their entries via the competition’s entry form.


The brief: Creativity Saves the World

To say that the world is changing is an understatement, but change is not always good.

In the last four years, we have witnessed four decades’ worth of changes, from lockdowns forcing us to reconsider our lifestyles to Web3 and artificial intelligence (AI) impacting all our industries. In this world of constant change, how can we keep what is good in our lives?

These innovations can help us solve some of our world’s biggest problems — or create entirely new ones. Either way, the world still needs saving, and creativity is where it all begins.

Create things that have never been done yet — ideas that have never been thought of, solutions that have never been tried. A new way of doing something. This is creative sustainability.

Crazy, creative, and clever people change the world, but can you be one of those who help save it?

The challenge

For this year’s competition, we’re ditching the usual concept boards for entries. We want the output to be something tangible and physical — a scale model; an inventive product design; a stunning artwork; an innovation prototype.

Think of something you can place in a museum — we’re looking for creative output that can be physically reproduced in the real world; whatever that means is up to you.

Participants must form a team consisting of two (2) entrants. Entrants must submit one stunning and tangible piece of work that solves any present-day societal problem.

Criteria: Idea – 40%; Craftsmanship – 35%; Scalability – 25%.

The prize:

The two members of the winning team will each get a slot in the Creative LIAisons Program, which will take place concurrently with the LIA judging in Las Vegas at the Encore Wynn Hotel, one of the top hotels in Las Vegas. LIA will pay for flight and hotel accommodations for the two winners.

Another team of two creatives will get to join the LIAisons Virtual Program, a global one-to-one virtual coaching and networking program that allows emerging talent up to the age of 30 to have access to industry leaders.

Eligibility requirements

  • Participants must be between the ages of 21 and 30 at the time of entry. Individuals under 21 or over 30 years old are not eligible to participate in the competition.
  • Participants must be employed in a 4As Philippines member agency or employed in a DMAP member company.
  • This will be a team competition. Participating teams must consist of two (2) entrants, with at least one creative in the team. Entrants must not be part of more than one team. Both entrants must come from the same agency. Agencies can send in as many teams as they choose.
  • One entry per team.

The deadline of entries is on March 04. You may submit your entries here or you may scan the QR code below:

Submission guidelines

Participants’ outputs must observe the following steps and requirements:

An impactful, tangible output (created by a human)

  • Your output’s dimensions must not exceed 40x40x70cm (15.75 x 15.75 x 27.6 inches)
  • You must include a 9cm x 6cm (1/8 index card) label for your output with the title and a short description not exceeding 140 characters.
  • Your output must not require an electrical outlet to function.
  • Your output must be able to physically stand on its own.

A short, one-page write-up that will not bore or confuse judges;

  • A clear “Big Idea” title with an impactful one-liner;
  • Tell us about your creative output/concept in 250 words or less – clarify the problem you aim to solve.
  • Don’t forget to credit yourselves – include both team members’ full names, job positions, age, and the agency you work for.

Fill up the online entry kit

  • Fill out the online form with your details;
  • Submit a simple 60-second video explaining and documenting your creative process.

Submit your physical output entry

Once you are ready to submit your entries, please send them to adobo Magazine’s creative hub, The Astbury at Poblacion, Makati, on March 04, no later than 6:00 pm. 

  • Shipping address: The Astbury, 2 Orion, Makati, 1209 Metro Manila
  • Please refer to Nala Ortiz (+639751162534) or Eve Pangan (+639353167685) to coordinate the delivery of your entries.

Key dates:

The briefing of the adobo LIA Young Creative Competition 2024 happens today, February 26, at 4:30 PM, streaming live on adobo Magazine‘s Facebook and YouTube platforms. The competition officially opens its call for entries after the briefing. Participants have until March 04 to submit their physical outputs and online entry form submission.

The jury will screen entries on March 11, and the awards night will be held on March 19 at the Astbury in Poblacion, Makati.

The jury

Chino Jayme, Chief Creative Officer of Ogilvy Philippines, leads this year’s panel of jurors. He will be joined by:

  • Pamela Takai, Chief Marketing Officer / SVP Marketing for Nestle Philippines at Nestlé
  • Sydney Somodio, Executive Creative Director, McCann Worldgroup Philippines
  • Maan Bautista, Executive Creative Director, VML Manila 
  • Jerry Hizon, Chief Creative Officer, Dentsu Creative Philippines
  • Bia Fernandez, Group Creative Director, Publicis JimenezBasic
  • Abi Mapua, President & Co-Founder, KindMind Experience Design
  • Apol Sta Maria, Head of Creatives, Maya
  • John Ed De Vera, Creative Director, Design, TBWA\SMP
  • Mela Advincula, Group Creative Director, Leo Burnett Manila 
  • Kelvin Co, Executive Creative Director, DDB Philippines

Official event partners are Hit Productions, Maya, Indie.Go Media, UxS, and Just Add Water.

For updates on the competition, follow adobo Magazine on Facebook.

Partner with adobo Magazine

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