A
art
fter a gruelling judging
process held in McCann
Worldgroup’s office led by
Executive Creative Director
Joe Dy, two art directors emerged
as the winners of this year’s adobo
LIA Young Creative Competition.
In the end, Miel Soneja, art
director from Dentsu JaymeSyfu’s
‘Addvertising’, and Joza Myrene
Nada, another art director from
Publicis Manila’s ‘1 Percent’,
were selected as the entries that
best responded to the brief:
how do you make working in
advertising sexy again?
‘Addvertising,’ aims to encourage
people working in advertising to
change their social media bios to
include different professions that
the industry lets them experience
as a results of working with
different brands with different
products and backgrounds.
The other winning entry, ‘1
Percent’, which according to the
jury is reminiscent of Google’s
application test, tries to remind
the advertising community of
how it would be such a waste to
leave the industry that wasn’t as
easy as pie for anyone to be in.
The two young creatives
will be getting free airfare and
accommodations to attend the
London International Awards judging
and Creative LIAisons program to
be held in Las Vegas in October.
Photos by Cenon Norial III, Art Direction by Dempson Mayuga, Assistance by Edward Joson,
Make-up by Sylvina Lopez, Hair by Ogie Rayel for Kiehl’s, Fabric crowns