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adobo LIA Young Creative Competition
This competition was open for all young creatives across the advertising industry. Winners of this competition were granted seats as on-site mentees the prestigious advertising conference and program organized by the London International Awards in Las Vegas.
The Brief:
How to be Asia's Top Creative Economy
The Winning Creative Solution
What inspired this idea?
Elevating the country's creative economy was a tough brief to answer, I first wanted to understand what was lacking in our appreciation and craftsmanship. I came to realize that the masses rarely have the opportunity to be exposed by inspirational work in order to create their own art.
So, with the masang Pinoy in mind, it made sense to make use of sari-sari store signs since this is a medium that's found everywhere in the Philippines. My solution was to use them as canvases of promising artists to inspire fellow Filipinos with their creations while exposing their work out into the streets.
The Opportunity
Winning this competition, alongside Franc Mangahas, meant that we would represent the Philippines in the London International Awards.
This opportunity gave me a whole new outlook while being in the industry. I was surrounded by so much passionate and driven creatives who's motivated by coming up with creative solutions. I also got to sit in a jury room of my choice. This was groundbreaking experience for me as a young creative because it gave me insight in what happens inside the judging room and also what factors come into play when deciding award-winning work.
I also got to be expose different cultures and personalities. I realized that we are all multi-faceted and there is no one way in being an excellent creative.
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