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The shores of Boracay will creatively sparkle, so to speak, as the Association of Accredited Advertising Agencies of the Philippines (4As-P) holds the Creative Guild’s Ad of the Year jointly with the Creative Summit from February 26 to 29.
With the Creative Guild divesting itself of the Ad of the Month, the streamlined event makes its debut at the two-day event in the “isle of ideal idyll” featuring the Ad of the Year, as well as the Young Creative workshop and awards. The revamped version of the Creative Guild Awards, renamed Kidlat Awards, launches itself as the industry standard in advertising awards. Awards are for the categories of Television, Press, Radio, Outdoor, Interactive, Design, Campaign of the Year, and the DIWA Ad of the Year and technical awards.
The Creative Guild Kidlat Awards Competition accepts entries only from accredited 4As-P member agencies, aired between January 1 and December 31, 2007. Gold, Silver and Bronze winners per category are to be chosen by a panel of judges from top local and regional advertising agencies.
Drafted from the Philippine agencies are judges Raul Castro, chief creative officer of McCann Worldgroup Philippines; Steve Clay, executive creative director of Lowe Philippines; Don Sevilla, ECD of JimenezBasic Advertising; Eugene Demata, ECD of DM9 JaymeSyfu; Joel Limchoc, creative director and head of Art Direction at BBDO Guerrero Ortega; Richard Irvine, CCO of the Leo Group Manila, and possibly, Dave Ferrer, ECD of JWT Manila
Rowan Chanen, Y&R Brands Asia regional and Singapore executive creative director, and Thirasak Tanapatanakul, worldwide co-chairman and executive director of Creative Juice, are expected to join as guest judges. Campaign Brief Asia ranks Chanen among the Top Ten Creatives in Asia, while awarding Tanapatanakul the No. 1 Creative, and his agency Creative Juice, Asia’s Agency of the Year in 2006.
The DIWA Awards have two categories, namely Public Service and Advertising Against Corruption. The Ayala Foundation, staunch supporter of the DIWA Awards, will field additional judges for this component.
In partnership with the Philippine Daily Inquirer, the Young Creatives competition will be unveiled as The Inquirer Young Kidlat. The winning team will compete in the 2008 Cannes Lion, courtesy of PDI. Dedes Zobel of the Ayala Foundation will reward the winning team with US$3000 pocket money for Cannes, and will also provide funds to produce the winning campaign. Judges of the Inquirer Young Kidlat will be from PDI and the Ayala Foundation.
Despite the underlying competitive seriousness of the event, Boracay presents a pleasurable atmosphere. Beyond the competition, lectures and seminars featuring Merlee Jayme, managing partner of DM9 JaymeSyfu and Creative Guild president, Third Domingo, creative director of JimenezBasic, as well as pundits from the PDI and the Ayala Foundation take center spot. The One Show Exhibit opens on February 28.
The Kidlat Awards night on February 29 will be a beachfront event at the Seawind Resort, a light and breezy affair with pillows as seats and a stage designed by Allen Velez. A true-blue Boracay beach party will cap the night.
Finally unbridled, with new friends and totally made-over, the Creative Guild calls on all members of the advertising community—creatives and accounts, agency leaders, even students “who want to be inspired” to join the festivities. Travel and accommodation packages, with nifty names like Bossing, Barkada and Backpack, are convenient for all delegate types.
The Creative Guild Kidlat Awards in February is a “perfect time to recharge as the year begins with learnings, inspiring work and talks. What a true creative event should really provide is the ‘heart and soul’ of an agency,” according to Jayme. And of the place, “Boracay is the perfect place for the ad industry to own. It’s the closest to our hearts. We share the same spirit and personality. It’s a refreshing place to start the year.”
“If AdFest has Pattaya, we have Boracay.”
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