Brief Explanation

The task was to entice advertising practitioners to attend. A difficult task given that the event was to be held on a working day during working hours. And a lot of these people are jaded with industry fund-raising events.

The Brief

The Association of Accredited Advertising Agencies of the Philippines (4As) wanted to raise funds for the country’s creative community through Cannes Predictions – where, a week before the Cannes Advertising Festival, attendees would view a reel of Cannes contenders and submit a ballot filled with their choices for Lions.

How the final design was conceived

We wanted to convince people that this wasn’t another ho-hum industry event. We looked inward, making the audience realize the rollercoaster of emotions they’ll go through during the event. After all, judging creative work is a complex experience. So we playfully showed this wave of emotions one might experience upon watching the Cannes contenders. These posters were put up in different ad agencies, production and post houses.

Indication of how successful the outcome was in the market

The venue was packed. Attendance to the event was overwhelming, despite the fact that we only had a few days to promote it. 4As even had to set up another screening to accommodate the spillover crowd. And happily, the association earned several thousand pesos to finance their programs.