MANILA, FEBRUARY 25, 2013 (UPDATED) – The Creative Guild of the Philippines’ search for a young team to represent the country in this year’s ADFEST Young Lotus Competition is over. The team from BBDO Guerrero, which consists of copywriter Patricia Nicole Golez and art director Cloyd Dennison Nierra, bested 15 other teams from 12 other agencies. They will be joining the Philippine delegation who will head over to Pattaya, Thailand on March 17, 2013.
The brief, which came from the Philippine Association of National Advertisers (PANA) brandcamp, begged for the creation of an anti vote-buying campaign for the voting Filipino masses. But there’s an important detail: the target market is not digital savvy.
The competition began on February 21 at BBDO Guerrero headquarters and ended February 22 at McCann Worldgroup. Using the education card, the duo caught the attention of the judges and emerged the winner.
"BBDO’s work stood out from the start. I felt the approach for the brief was very fresh. Admittedly, the problem [of vote-buying] can’t be solved overnight but the indirect approach of the team showed a clear vision — solving the problem through education was very good. The execution was clear, single-minded and simple," said Creative Guild president Joey Ong.
When asked about how they dealt with the pressure, Nierra said, "I guess our past competition experiences (and frustrations) taught us how to deal with the challenge. We just considered it a day’s work and never let the pressure get to us. Win or lose, as long as we’re happy with our output. We got lucky this time, and we’re happy to represent the country (and the agency) in Pattaya."
"I think it helped that we got emotionally invested in the brief. We wanted to help the target market, and not just give a band-aid solution. It feels good to be recognized for doing that," said Golez.
The internationally-awarded ‘It’s More Fun in the Philippines’ campaign is one among many that Golez and Nierra have worked on.
