Young Spikes

Ruwini JAYAWARDANA

Youths from the local creative and advertising industry came together to vie for the opportunity to represent Sri Lanka at the Young Spikes Asia 2011 competition which will be held in Suntec Singapore from September 18 to 20.

The competition, Young Spikes 2011 held in Sri Lanka, saw the highest number of participants this year. Around 30 teams from the top advertising and marketing agencies of the country took part in the event which was judged by leading personalities from the advertising and marketing sectors. Each team was asked to give a presentation on two topics: popularizing radio as a medium and to help make Colombo a beautiful city.

The teams had to submit their response to the jury at the end of the day. The second day’s programme comprised of executing the project with the facilities at hand. The competitors had to give five minute presentations at the finale before the jury decided on the winners.

The champs comprise two members each from the two categories: integrated communication and media. Wasim Akram and Rinesh Jayarathne from Leo Brunett Solutions Inc made it to the top in the media competition while Shehan Rodrigo and Reshad Mohideen from Grant McCann Erickson were the winners in the integrated competition. They were guided by their mentors, Subhash Pinnapola of Leo Burnett and Rohith Hettiarachchi of Unilever. These four winners will fly to Singapore next week to take part in Young Spikes Asia 2011.

“We worked on the means in which the radio stands out among other media. The uniqueness of our theme was our success formula. More new strategies will be employed in Singapore since our next competition is with those from other countries. We are ready to take on the challenge,” Reshad Mohideen said. This is the second time he had taken part in the competition.

“I won the previous year too while working with a different partner. I believe that the experience came in handy to prepare for the event,” he added.

Speaking to Daily News ‘Punch’ on his experiences in working with Young Spikes 2011 Rinesh Jayarathne said that he believes that simplicity and practicality behind their project won over the judges.

“We strolled around Colombo and observed the polythene bags, biscuit and toffee wrappers which polluted the city. Our concept was titled ‘Please do not drop your litter. Pocket it’. You need to make the people feel the impact of your project,” he said.

Marking 25 years in the scene Young Spikes Asia provides a platform to showcase the region’s growing creative and advertising industry. Participants are given the opportunity to network and exchange ideas, bringing together some of the finest creative thinkers from across the region and around the world.

Creativity is the live wire of the advertising sector. With new features joining the market, there is stiff competition among companies which strive to see their product at the top of the scale. Spotlighting ideas and campaigns help to create awareness and sell products like hot cakes. After all even the most bizarre object, if put in the hands of the right person, is made to look good.

A collaboration between the organizers of the Cannes Lions festival and Haymarket, Young Spikes Asia holds a series of seminars and workshops focusing on creativity and learning. Other highlights include exhibitions of creative work from Asia, networking programmes and the Spikes Asia Awards Ceremony.

No doubt creative individuals from all walks of life, from art directors to copywriters, media agency executives, clients, account managers, agency heads, producers and directors, will find something to absorb, learn and share at the festival.

Young Spikes 2011 is organized by MetalFactor, the International Advertising Association (IAA) Sri Lanka Chapter and MBC Networks.