PHILIPPINES, APRIL 11, 2011 – Raw School young creatives from Euro RSCG, Lora Aniag and Rene Cruz, beat the ECD duo of DDB Philippines’ Joey Ong and BBDO Guerrero/Proximity Philippines’ Tin Sanchez of in Creative Guild’s Raw School last Wednesday, April 6, at the Publicis JimenezBasic Conference Room.
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Raw School Headmaster Lawin Bulatao of Publicis JimenezBasic
The brief was for the United Nations Children’s Fund (UNICEF) Emergency Relief Fund. As Raw School Headmaster Lawin Bulatao put it: “In recent times it’s painfully clear that disaster doesn’t follow a schedule. The effects of these disasters multiply when people aren’t ready to help out in the aftermath, and children are among the most devastated and vulnerable during these times. The UNICEF Emergency Reflief fund seeks to raise money so as to be able to quickly respond during times of disaster. What do we need to do? We must convince people to contribute to the UNICEF Relief Fund.”
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Aniag ang Cruz’s winning campaign, which targets people who have better financial standing, will be promoted in different areas where people are ready to expense and withdraw money. An origami boat displayed on counters near ATM’s, indicating instructions on how to build the paper boat. On the left side of the display are the longer directions for the traditional way of creating a paper boat, while the right side will state instructions on how to enroll to the Savior Account and be able to donate to UNICEF. The second execution is for the bill envelope on restaurants. The Euro RSCG team proposed a pop-up ad to encourage people to donate with the copy “A little amount added to your bill can provide supplies for disaster emergencies.” Once donated, donors will receive an inflatable bag from UNICEF that resembles a pail of water.
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BBDO’s Tin Sanchez and DDB’s Joey Ong
Tin Sanchez and Joey Ong, two of the country’s youngest ECD’s, presented a print advertisement campaign which encourages people to save the children from the real monsters – disasters and calamities – by donating to UNICEF’s Emergency Relief Fund.
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PJB’s Kulas Abrenilla and Martin Sarmienta flank Ace Saatchi’s Tony Sarmiento
The competition was judged by Kulas Abrenilla and Martin Sarmienta of Publicis JimenezBasic and Ace Saatchi & Saatchi’s VP for Integration Tony Sarmiento, who announced the winners. “We like how you (Euro RSCG) say that ‘It’s a Savior Account’, an account that will actually help you. It’s your own vibe on how do I save, how do I actually do something different, and how can I be proud of it as well. And at least on that note, we would like to award you, guys, as winners,” said Sarmiento.
A speech of encouragement and praise from the Iron Creative Team concluded the event, making them realize how innovative and integrated the young creatives are. “When you guys started presenting nagtinginan kami na parang, ‘Ang tanda na natin’ (we looked at each other as if thinking, ‘We’re so old already.’) For something like this, the initial thought that we had is to come up with a print ad,” said Ong.
“It’s a good thing that you guys are thinking of things we won’t think of… Really more out-of-the box if you don’t think flat,” said Sanchez.
Other Raw Schoolers who participated in Iron Creatives were Jasper and Kix of IXM , Karen and KC of DraftFCB, Gian and Kelvin of Solar, Allen and Edward of 8 Sigma/Globedez, and Paolo from Provago.
