MANILA – After competing with 29 teams from 16 different agencies, the female duo from Tribal DDB Philippines emerged as the winner of the Young Lions Competition organized by the Creative Guild of the Philippines.
The two young creatives who will fly to Cannes in June to join the Design Category are Andi Olbes, Associate Creative Director and Nikki Sunga, Senior Art Director.
The teams had to respond to a logo design and print brief from a fictitious program by the MMDA Road Discipline initiative that aims to inculcate in every road user (pedestrian, commuter, motorist, etc.) proper road usage.
Given the brief, Team Tribal DDB came up with a design and branding concept based off the idea of “interconnectedness”.
“The reality that everyone is affected by the severe traffic in Metro Manila but everyone is also responsible. We all contribute to the lax sense of open road negligence in our nation’s capital, therefore we are both the cause and the solution,” shares Sunga.
“Our idea was presented as a dynamic logo & branding application that doubled as a “way-finding system.” It was composed of a series of intersecting lines & points representing both the roads & laneways of our bustling metropolis, and the introspective analogy that each of us is imagined as a single point in the infinite number points that make up a line. In that sense, one single point may seem insignificant, but without the presence of all, we would not be able to get from one point to another. We need everyone’s cooperation in order to move forward in the right direction & the progress must start with ourselves.”
The jury was composed of Joe Dy, Executive Creative Director, McCann Worldgroup; Alvin Tecson, Creative Director, Publicis Manila; Dale Lopez, Creative Director, BBDO Guerrero; Apol Sta. Maria, Creative Director, Dentsu JaymeSyfu; Eugene Demata, Executive Creative Director, Tribal DDB; and Nonie Azores, Creative Director, Y&R Philippines.
“We are both thrilled & deeply honored to be representing the Philippines in the Cannes Young Lions 2016 Design Competition,” comments Olbes.