ASIA-PACIFIC – THAILAND, SEPTEMBER 4, 2013 – Fresh from their successful stint at the latest Cannes Lions, Thai-based Filipino creatives EJ Galang and Katrina Encanto have joined a video contest in a bid to return to next year’s festival.
The pair was shortlisted from twenty creative teams who joined the Carlsberg Briefcase Sessions at the 2013 Cannes Creative Festival. The challenge was to “crack the impossible brief” by developing a pitch within 30 minutes.
Encanto and Galang were tasked to “make recycling into a sport.” The two then came up with the “Carlsberg Crushdown,” where people can crush their empty beer cans for a chance to win a fresh can of Carlsberg.
In an email to adobo, Encanto and Galang said that they landed on the idea while brainstorming on a yacht sailing from Cannes to Nice.
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“In the middle of the sea, after about 20 minutes of brainstorming, we remembered the fun in crushing cans…If we turned the fun of can-crushing into a sport and found a way to gather people to do their crushing in one area, then maybe collecting these recyclables won’t be such a hard task. Thus, the Carlsberg Crushdown was born,” they explained.
The pair shared that the Lowe global office in London sent them an invitation to the challenge.
“We suppose Lowe wanted us to stretch our lucky streak,” they said.
Knowing they were selected for the top four felt great for Encanto and Galang, who ended up attending this year’s Cannes after winning a cover contest by Ad Age.
“It was nice to know we still had a bit of luck left in our well,” they said.
Three other teams are competing with Galang and Encanto for two VIP Tickets to Cannes 2014. Other briefs include “Make daily commuting more inspiring,” and “Make more girls appreciate football.” The videos are all viewable on Youtube, and winners will be decided through the number of Youtube likes they receive until September 15.
Of their video, Encanto and Galang shared, “We sincerely hope people ‘like’ it on Youtube because they really like it in real life. We feel that we answered the brief and linked it well with the brand. And it’s also for world peace!”
