A thirst for excellence prompts competition. Then turning a decade old, the Internet and Mobile Marketing Association of the Philippines was in such thirst. To quench it, IMMAP looked towards a bigger goal and chose the Cannes Cyber Young Lions. In 2016 IMMAP held the first competition that pitted the talents of young creatives in the digital medium.
IMMAP’s first winning agency tandem was James Mendoza and Wacky Torres, then from Ogilvy and Mather. In 2017, Sam Teaño and Lea Valenzuela from Ace Saatchi and Saatchi won the competition. Then dubbed as the Cannes Cyber Young Lions, the last two years churned some changes.
Today, Torres is the sub-committee Chair of the competition, and Mendoza its resident artist, and logo designer.
Even Cannes Lions made headlines with many changes this year, leading to the local competition following suit. What was a simple competition to send Philippine representatives to Cannes is now a series of programs to develop young advertising creative talent.
“Before this year, the contest was known as the Cyber Young Lions Competition. But to develop digitally-fluent creatives, an annual competition isn’t enough. So we decided to branch out to training and education programs for young creatives. Now, we call ourselves the IMMAP Digital Young Creatives to broaden our functions with the DYC Competition as our flagship event.”
In the first two years, IMMAP used its advocacy on Cyber Safety for Children as the brief. The regenerated competition still strictly adheres to the Cannes Young Lions guidelines. After getting the brief from a pre-chosen sponsor, the teams have 24 hours to work on their piece.
This year the first Digital Young Creative competition goes full Cannes Lions style with its first brief sponsor, Grab.
Choosing Grab was easy. But why Grab? “First, we wanted a partner that matched our ambitious objective – to truly change the lives of Filipinos through digital platforms and solutions. Grab’s commitment to innovation and willingness to work with the government to serve the Filipino prove that we share the same vision.
Second, local young creatives competitions usually have mock briefs, meaning the winning ideas aren’t actually executed. Besides putting good ideas to waste, I believe that this affects both ideation and judging, especially if the brief calls for an online or digital campaign. Critical considerations like user experience and feasibility often take the backseat to traditional judging criteria,” says Torres.
More importantly, Grab was the ideal choice for the contest to be as real as possible. “Grab is willing to implement the winning campaigns – a factor that should influence both the ideation and judging process. We want to set the standard for what a digital creatives competition should be. The brief will be sharp with a well-defined objective. By doing so, we set the stage for our talented young creatives to truly flourish. I expect the jurors to have a really, really difficult time.”
Thirty-six teams from IMMAP member agencies signed up for the competition this year. For 2018, the teams have the lucky benefit of attending the opening and closing Plenaries of all three days of the DigiCon, and get to catch Keynote Speaker Bozoma Saint John at the PICC on October 3, 2018.
Around 80 teams from all over the world compete in Cannes Young Lions, and the Philippine flag waves with theirs. “This is one major undertaking by IMMAP as we go full-swing with our support of the country’s young creatives. IMMAP believes we have the talent, and we are there to nurture and support them,” says Rudy Villar, Education Committee Co-chair.*
(L-R) Wacky Torres-Sr. Copywriter; Lowe, Brian Cu-Country Manager-Grab; Cindy Toh-Country Marketing Manger-Grab
The Internet and Mobile Marketing Association of the Philippines was launched in 2007, and has over 230 member companies from a wide range of industries. Among its projects are the IMMAP Digital Congress (DigiCon), a yearly digital marketing and technology learning event attracting 2,500 attendees, as well as the Boomerang Awards championing the best digital works on creativity, effectiveness and innovation. IMMAP has also launched its Digital Measurement Board standard metrics. The association is currently in partnership with the DepEd for its advocacy on Cyber Safety for Children.
For more information on IMMAP contact:
0917 526 9019