PHILIPPINES, MAY 3, 2011 – It was no Garfield Monday, even as delegates and juries of Kidlat Festival 2011 stayed within the confines of Boracay Regency yesterday. While the juries determined the finalists for the Kidlat Awards, festival attendees sat in for talks by Chris Thomas, chairman and CEO of BBDO Asia, Mae Dichupa, Philippine marketing manager of Nike, Vicky Belo of Belo Medical Group; and the KBP-sponsored talk of 90.7 Love Radio’s Wilfredo Espinosa and Magic 89.9’s Carlo Jose Vilo.
Thomas gave a talk about the difference between a good idea and a great idea, and the value of selling and salesmanship. "Don’t focus on the awards, focus on getting published." he urged. All the while, he made note of an interesting factoid, "TV still matters. 75% of media spending in Asia is on TV."
Afterwards, Dichupa gave a rundown of Nike’s brand story and campaigns around the world, especially with Manny Pacquiao of the Philippines. Nike is all about keeping it real, elaborates Dichupa, from using actual sportsmen instead of models. After all, "These days consumers are so smart, they know when you’re faking it."
Vicky Belo brightened up the afternoon with beauty tips, and how she brings out the beauty of the Philippines "one person at a time". While most of her talk was a recap of before and after photos of Belo endorsers such as Jinkee Pacquiao and Ruffa Gutierrez, observed that foreign concepts of beauty were different from our own: as Venus Raj and Margie Moran’s Ms. Universe wins attest.
Espinosa and Vilo spoke as radio station members of the KBP on effective techniques for radio commercials and the relevance of the medium in the country. "People are still curious about radio, not only the consumers, but also the advertisers." says Espinosa. "Radio is getting attention, even after several years."
Young Kidlat creatives were issued their challenge, an impossible brief: whatever it takes, convince the Catholic Church to pass the reproductive health (RH) bill. They have 24 hours to pitch a concept and executions, and the winning duo gets to compete in the Young Lions competition at the Cannes Lions Festival in June. The bill is a hot button subject in the Philippines because of the influential Catholic Church’s strong opposition to contraception.
Carlos Celdran arrived the second the Kidlat teams got their printed briefs, and agreed to sit on the jury panel. "How hard!" he exclaimed. "Hell will freeze over first!" Celdran is also a speaker at this year’s Kidlat, where he will talk about making history sexy. Celdran is a visual and performance artist whose walking tours of the Philippines rose to popularity. He also became a significant figure point in the debate over the RH bill when he protested at during Mass at Manila Cathedral by holding a placard that read "Damaso", the name of the friar in Jose Rizal’s Noli Me Tangere. Celdan was thrown into jail for public disturbance for the act, but was set free almost a day later.
Meanwhile, the Kidlat Awards finalists went into the metal round. Expect more talks and action today at Kidlat Day 3.
