THE PHILIPPINES, MARCH 29, 2012: Donna Dimayuga and Mark Ngo of DDB Philippines bested 15 other young creative teams from nine agencies, and will fly to the Cannes Lions International Festival of Creativity this June to represent the Philippines in the Young Lions Film Competition.
The young creatives received the brief, provided by the Philippine Association of National Advertisers Brand Camp, last March 27, and were given until noon of March 28 to complete a TV commercial that campaigns against human and child trafficking. The entries were then viewed by the jury, composed of Ace Saatchi & Saatchi’s Andrew Petch, BBDO Guerrero’s Tin Sanchez, Central Digital Lab’s Sid Maderazo, DDB Philippines’ Joey Ong, Leo Burnett’s Alvin Tecson, Rocket Science’s Manny Del Rosario, and TBWASantiago Mangada Puno’s Bryan Siy.
< width="300" height="200" src="/global//UserFiles/Mark Ngo. " alt="Mark Ngo" />Mark Ngo< width="200" height="198" src="/global//UserFiles/Donna Dimayuga. " alt="Donna Dimayuga" />
Donna Dimayuga
The young creatives managed to come up with a variety of approaches to the brief, employing organic shooting and even animation to their commercials. After much discussion and deliberation, Dimayuga and Ngo’s work stood out from the rest because of its simplicity. “Other countries can make it (the ad) beautiful,” said Sanchez during the selection. “This work has soul.”
< width="300" height="200" src="/global//UserFiles/judgersyounglions. " alt="Judges voting for the winner" />The judges vote for the winning team headed
The colorful yet insightful animation work from TBWASantiago Mangada Puno was on second place; the pair will receive free delegate passes to Kidlat Awards this May 9 to 11 at Boracay.
The Young Lions Film Competition is among Cannes’ six competitions for young advertising professionals this year: Cyber, Design, Media, Print, and Young Marketers. For the Film category, creative tag teams from across the world will receive the brief from a charity chosen by Cannes and will have 48 hours to write, shoot and edit a commercial up to 60 seconds in length. Their work will then be judged by the Film Lions jury, headed by Tham Khai Meng, Ogilvy & Mather’s worldwide chief creative officer and chairman of the agency’s worldwide creative council.
The Gold winner of the Young Lions Film competition will be receive the prize on stage at the Awards Ceremony June 23, 2012. They will also win free registration and accommodation for the 2013 Festival.
