23rd Sep 2015
Leo Burnett’s Young Creatives Shine at Spikes Asia 2015’s Young Spikes Competition
A week and a half on following the conclusion of Spikes Asia Festival in Singapore -where Leo Burnett Asia Pacific shot up the ranks tobe named no.2 Creative network of the yearwe turn the spotlight on our award-winning young creatives from Malaysia and Singapore who clinched the gold award and bronze awards respectively in the integrated category of this year’s Young Spikes Competition.
The Gold-winning idea – to encourage young Singaporeans to fundraise for the WWF - by Leo Burnett Malaysian team, Simon Dall and David HK Tan was titled “WWF Truth or Dare”, based off the popular game among millennials. The Singaporean public was then encouraged to dare School Children for a good cause, with donations generated to the WWF with each “dare” completed.
Leo Burnett Singapore’s Rachel Xu and Eugene Ling’s campaign, the “Year Mark Project”, clinched the Bronze award and was targeted at primary and secondary students. Their campaign encouraged students to save paper and to print less by challenging the traditional approach of recycling to something the students could be more emotionally involved in.
This year, a total of 40 teams participated in the Young Spikes Competition, with 18 in the Integrated Competition, 8 in the Media Competition and 14 in the Digital Competition. The Young Spikes Integrated Competition is an exciting two-day challenge that takes place during the Spikes Asia Festival, giving participants the chance to gain recognition within the industry and make their mark across Asia Pacific. Teams of two must create an integrated campaign in response to a brief set by a charity or non-profit organisation, whose name, objectives, strategies and target audience are kept secret until the competition briefing session.
We asked Rachel and Eugene to share their experience on the Young Spikes Competition with us. Here is what they said:
What were the key things you took away from taking part in the Young Spikes Competition this year?
Rachel & Eugene: It was nice taking a break from our day-to-day work to tackle a brief that challenged us to use our skillsets to help solve a problem that has a farreaching impact on the world. It reminded us that creative solutions have the power to go beyond just pushing products.
Cracking an idea, let alone a winning idea within that short frame of time is incredible, how did you guys do?
Rachel & Eugene: I think we both agreed from the get go that nothing mattered as much as putting in our best effort – at the end of the day, we just wanted to come up with an idea we would be proud to share with the client and judges.
What advice would you give future young creatives who are looking to join next year’s Young Spikes Competition?
Rachel & Eugene: Choose a partner you can bear to spend 24 hours with and one who doesn’t crack under pressure. Don’t do it if you see yourself dragging your heels going about it – have fun.