Young Lions Den
CANNES LIONS 2009 56TH INTERNATIONAL ADVERTISING FESTIVAL 21-27 JUNE Prologue: The Only Way to Start, From the Very Beginning Once upon a time, in UP Los Baños department of Development Communications, there was a young man named Nicolas Abrenilla. Kulas, as he was commonly called, came from nerdy stock called Researchers, and it was written in the stars that Kulas would walk in the manner of his predecessors. It did not take long for Kulas to realize that he was a round peg in a class of squares. The adventurous Kulas dreamt to be freed of his pegged life and went to a far away land. Kulas returned, a young man reinvented as Graphic Designer. Meanwhile, in UA&P, a paral-
brazen Peepo, the newbier. Such is the culture in DentsuIndio. A partnership begins forging. The Kulas and Peepo Show starts production. The DentsuIndio Duo is on its mark and ready to go. Scene 2: Raw School: Is this Graded? Or Pass-Fail? Taking part in Principal Third Domingo’s Raw School, Kulas and Peepo are two of the non-descript but eager young Creative students. Peepo is reunited with his Master. The DentsuIndio Duo attends lectures featuring the Advertising Aces. In an effort to boost attendance and pep up the class, Principal Third initiates competitions. Kulas and Peepo produce a good start, winning for ads created
"There are no fruit shakes in Cannes!" After Boracay, it was back to [supermarket] wobblers and shelf talkers.
lel galaxy far enough, Josemaria ‘Peepo’ David was undergoing a spiritual transformation. Mentored by Master Prodigy Third Domingo, Peepo nurtured visions of entering the realm of Advertising. The young Peepo’s dreams consumed him. Nothing would stop him from completion. Peepo prodded and probed. Tormented. Tortured. But the underling endured. The road to Advertising beckoned. Scene 1: Kulas Meets Peepo: Chutzpah you do? The real world in real time. The location: DentsuIndio. Kulas and Peepo meet when the latter joins the agency and is assigned to the team of Kulas, himself a newbie. Peepo turns out to be unabashedly vocal with his ideas. Instead of taking up arms and going on lockout, Kulas and company are quite taken by the brash and
78
may-june '09
for adobo magazine. Kulas also wins for his ad for Kate Spade notebooks. However, Raw School’s big competition is challenging the Iron Creatives, the likes of creative director Eugene Demata and the husband and wife tandem of Joel and Kat Limchoc. Principal Third promises the winners free delegate passes to the Creative Guild Kidlat in Boracay. The campaign is for fire extinguishers. It does not start well for the DentsuIndio Duo. Tonypet ‘Swami’ Sarmiento slams them. “Never use sex to sell a product. Use sex only to sell sex, says Swami ” David ‘Guru’ Guerrero guns them down, “You should have used the cigarette smoking part after sex…” Kulas, says “Sorry, we’ve never had sex,” sheepishly. “Really? Well, maybe not with a woman,” Guru grates.
The Jury goes out. DentsuIndio Duo awaits judgment. The Jury returns and issues its verdict: Kulas and Peepo’s radio ad is better than the Iron Creative’s. Joel Limchoc chides the Jury: “What’s wrong with you!?” Probably one of their most embarrassing experiences in front of their peers becomes their finest moment as well. The DentsuIndio Duo is away to Boracay. Scene 3: The Sands of Boracay: Jonah’s Fruit shakes Revealed Boracay bound, Kulas and Peepo immerse themselves in everything Cannes. Eyes set on the south of France, beyond southern Phillippines. The DentsuIndio Duo enters Young Kidlat bright-eyed and confident. Too self-assured, in fact, they think they’ve got it nailed early. They relax and binge on Jonah’s Fruit shakes. When peers label their work “sucks,” they do exactly that and more: suck their thumbs, bite their nails, and panic! Like the neophytes they really are. Time for more Jonah’s. Kulas and Peepo stare at the sands of Boracay and consider burying themselves underneath. Deadline was drawing near, and it was about time to call it quits and cry “Pass!” That’s it! PASS! Gather friends, shoot, edit, submit. It is 4:59PM. Trek back to Jonah’s. Due to technicalities, Kulas and Peepo, actual third placers in the Young Kidlat, win the coveted award. In a daze, the DentsuIndio Duo is Cannes-bound. Scene 4: The Caper of the Century: Cannes We Pull This Off? The real world in real time. The location: DentsuIndio. Lawin Bulatao and Randy Tiempo shake their heads, tsk-tsk-ing away their amazement at the hat trick. Angeli Beltran Lambsdorff believes not even the earthshaking 4-song encore E-Heads Final Set can beat this stunt. Kulas and Peepo can survive Cannes, provided they lived through the gibes. Basking in the euphoria, but bearing the brunt as well, words of wisdom borne of experience come Kulas’ and Peepo’s way. And they embrace every bit of it. Everything old is new again. The DentsuIndio Duo Cannes see it.
2005 Ben Berdin Carlo Jimenez JimenezBasic
2006 JP Cuison Cey Enriquez Leo Burnett (then and now)
2007 Nonie Tobias Mela Advincula Leo Burnett Won Asia’s first Silver Young Lions
2008 JB Bangoy Gigay Quipanes J. Romero
IDEAS CAUGHT ON CAM! Young Lions Film Competition The team of two creatives receives a brief from an organization chosen by the Festival. Then, they have two days to shoot and edit a 30second commercial, created entirely on a mobile phone. To be judged by the Film Jury, the winners will be awarded with Gold, Silver, and Bronze Medals. The creative duo that bags Gold will receive their prize on stage at the Film Lions, Titanium and Integrated Lions Awards Ceremony on June 27.