MANILA – Publicis JimenezBasic’s Kulas V. Abrenilla and Niño Gupana will be representing the Philippines at the Spikes Asia Festival of Creativity in September.
The Creative Guild of the Philippines chose Team PJB out of 21 teams from 14 agencies. The brief was to change the behavior of the Filipinos towards voting people of fame and with name, as more often than not, such candidates are underqualified to be hold government positions.
The team won with ‘HNWP ‘016’ – Halalan Na Walang Pangalan (An Election With No Name). “No face. No name. All creds. This is the election with candidates only assessed through their qualifications. We guess the idea wasn’t only an advertising idea, but actually a policy proposal,” explained Abrenilla and Gupana.
Among the five finalist entries were Ace Saatchi & Saatchi’s ‘Bumoto sa Sarili’, DM9 JaymeSyfu’s ‘Drop Out’, and Lowe Philippines’ ‘Bobo ‘to’ and Lowe Philippines’ ‘Vote OK’.
“This was a menopausal win for the both of us. That’s why we were more relaxed and a lot less stressed. Sleep is vital. And lots of water. We’d say we really need to win in Spikes because nakakahiya na ang katandaan namin (our age is already embarrassing). Haha,” they said.
Just last month, Abrenilla represented the country at the Cannes Young Lions competition, together with Jace Burayag.
Gupana had also represented the country at Cannes, in 2010 with JP Cuison. Both were then working at Leo Burnett Manila.
Asked what they were looking forward to at Spikes, Abrenilla and Gupana said: “Buffet breakfast, free beer, no JO for a week. Oh and the learning experience :)”
Spikes Asia 2014 will be held on September 23 to 26 in Singapore.