PANA and the Road to Cannes

The Philippines boasts of sun-kissed shores and balmy clime, but its natural treasure lies in its talented people. In recent years, a long line of illustrious Philippine citizens have stepped on the world stage, and shone under the limelight, grabbing glory for the country, for each of their countrymen to share – indeed, bask in.

We are all familiar with Manny Pacquiao, Efren Peñaflorida and Lea Salonga, who have all glorified the Philippine flag in sports, education and the arts, respectively. They are but a few from a million Filipino heroes around the world.

The world of international cinema honors the best the world has to offer through the Cannes Film Festival, the prestige and honor of winning the award is not so known to majority of our countrymen. The Cannes Film Festival has bestowed two Filipinos with awards

Ten years ago, Raymond Red won the festival’s Palm d’Or for the movie “Anino”. In 2009, Brillante Mendoza won Best Director for “Kinatay”. Red and Mendoza are from the advertising industry - Red is a commercial director, and Mendoza was a production designer. Both are scriptwriters, cinematographers and directors.

What is not common knowledge is the globally-renowned Cannes Lions International Advertising Festival held every year at the Palais des Festivals in the postcard-perfect scenery of the South of France. Considered the only global convergence of professionals in integrated communications, the Cannes Lions is an annual event that features seminars and workshops, exhibits and screenings of the best work, the latest trends, the most innovative ideas, as well as the industry experts and globally-renowned practitioners of the trade.

The Cannes Lions International Advertising Festival will be held from June 20 to 26, at the Palais des Festivals. Philippine advertising agencies send entries of released work for competition in a number of categories, and since 2005 4As-Creative Guild holds a competition in search of young Philippine creatives to compete in Cannes Young Lions, among other international advertising events. The Cannes Young Lions is an on-site competition.

The Young Lions competitions are for the up-and-coming advertising creatives and marketers to compete with their global counterparts in an intensive match of artistry and wit. Young Lions Creatives are 28 years old and below, while Young Lions Marketers are 30 years old and below. The Young Lions competitions require teams to produce work within 24 hours of the project brief.

As the Philippine representative to the Cannes Lions International Advertising Festival, Pepito Olarte, Group Sales Director of the Inquirer Group of Companies, organizes the Philippine contingent to the annual festival.

With the help of the Ayala Foundation, the 4As Creative Guild will send the Philippine Young Creatives to the 57th Cannes Lions. Niño Gupana and John Paul Cuison from Leo Burnett Manila will are the Young Lions for Film category. Competing for the second time, John Paul Cuison was a Young Lions in 2006.

Timothy Villela and Rizza Delle Garcia from BBDO Guerrero/Proximity Philippines will compete in the Young Lions Cyber category.

The Young Lions Marketers are Dave Buenviaje and Mary Loise Marasigan of Bayan.

In 2007, the Philippine Young Lions Carmela Valerie Advincula and Mignon Wilhelmina Tobias of Leo Burnett Manila won Silver.

In this international integrated communications competition, the Philippines has consistently sent creative work for competition. In 2008, JWT Manila won Gold in Radio for “Lotus Spa”, marking a major victory for the country through Dave Ferrer, JWT Manila Executive Creative Director, and the duo of Brandie Tan and Tin Sanchez, currently BBDO Guerrero/Proximity Philippines Joint Executive Creative Directors.

Raoul Panes, Executive Creative Director of Leo Burnett Manila is a member of this year’s Cannes Lions Radio Jury. Previous Philippine jury members include David Guerrero-BBDO Guerrero CEO and Chief Creative Officer, Leigh Reyes-Lowe Inc. Executive Creative Director, and Dave Ferrer-JWT Manila Executive Creative Director.

In support of PANA in sending the first Philippine Young Lions Marketers to the 57th Cannes Lions International Advertising Festival are the Philippine Daily Inquirer, the Manila Broadcasting Company and Globe Telecom.