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Meaty idea: TBWASantiago Mangada Puno duo win Advertising Age contest, earn trip to Cannes Lions

MANILA – Beef. Marinating beef with rosemary, oregano, salt, pepper, and garlic, to be more specific. Any good cook will tell you that marinating food in the right spices is essential to creating a culinary masterpiece. What a pair of 23-year-old junior art directors from TBWA\Santiago Mangada Puno will tell you that great ideas also need to marinate in order to generate a great campaign.

Carlos Quimpo and Byron Co, advertising rookies at the agency, joined Advertising Age’s contest to create a memorable cover. The brief was to “create a visual capturing the essence of the creative process today.” What was at stake was a trip to the 2017 Cannes Lions International Festival of Creativity.


Though their initial concept centered around creating a Rube Goldberg-type machine that generates ideas, they eventually realized that they were overthinking it and decided to go a simpler route. The result? Beef marinating in juices, just waiting to be cooked in a variety of ways, just like great ideas.

Advertising Age has been conducting its cover contest for creatives under the age of 30 for the past eight years, and the duo of Quimpo and Co were more than willing to throw their collective hats into the fire. University of Santo Tomas product Co and University of the Philippines graduate Quimpo have now earned their first trip to Europe, and what a trip it promises to be.

Known as “the Olympics of advertising,” the Cannes Lions International Festival of Creativity is the largest gathering of worldwide advertising professionals, designers, digital innovators, and marketers. Staged now for over 60 years, the Cannes Lions has been the most eagerly anticipated festival in the industry, and the Cannes Lions awards themselves are the most coveted and desired by advertising and communications professionals.

For Byron Co and Carlos Quimpo, their entry into advertising could not have been any brighter. And for them to earn this trip to Cannes for submitting such a juicy and delicious (pun intended) idea can only lead to brighter things in the future.

To read the full story on Advertising Age, click here.

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