MANILA – Two art-based creatives from BBDO Guerrero will be representing the Philippines in the AdFest 2017 Young Lotus Competition happening in Pattaya, Thailand this March. Isai Martinez, associate creative director, and Eira Gemanil, senior art director, will be competing with young creatives from all over Asia-Pacific.
Martinez and Gemanil won the local Young Lotus Competition patterned after regional shows’ mechanics organized by the Creative Guild of the Philippines. With only 24 hours to come up with an integrated campaign, the teams were asked to pitch an idea responding to the brief: ‘Get moviegoers who have grown accustomed to watching commercial movies and big stars on the big screen, who have preconceived negative notions of and not attracted by indie films, to try and watch independent movies, by communicating that these films are powerful in connecting with everyone.’
The winning idea by team BBDO Guerrero, entitled ‘Pinoy Big Indie’, wanted Filipinos to be invested in the indie films’ stories even before they come out by partnering with reality TV show, Pinoy Big Brother (PBB).
“Filipinos love following the lives of other people and we decided to leverage on this,” said the duo in the case film presented.
The indie actors will be introduced as ordinary housemates, but instead of using their real identities, they will act as the characters they play in the film, only revealing the truth during the ‘Big Night’, the culmination of PBB.
The jury included Joey David-Tiempo, Executive Creative Director at NuWorks Interactive Labs Inc., Gary Amante, Executive Creative Director at Dentsu Jayme Syfu, Abi Aquino, Executive Creative Director at MullenLowe Philippines, Dante Dizon, Creative Director at Leo Burnett Manila, and Chino Jayme, Creative Director at TBWA\Santiago Mangada Puno.
Macky Sanchez and Alex Gonzales of Publicis Manila came in second for ‘Now Showing: Ride. Watch. Repeat.’ while Pia Bautista and Carl Garcia of Ogilvy & Mather Philippines’ ‘Reel Feels’ came in third.