Pattaya - Tokyo has taken out the ADFEST Young Lotus competition for a second consecutive year from a shortlist that included young creatives from Hong Kong and Manila.
A total of 26 young creative teams from 13 cities including Bangkok, Beijing, Colombo, Dhaka, Ho Chi Minh, Jakarta and Kuala Lumpur were tasked with creating a viral campaign to persuade people to stop using plastic bags.
Moderated by DDB Worldwide, participants were assigned a brief, "Ban the Bag", and were asked to develop a campaign to get the public to change the way they use plastic bags and highlight the effect they have on the environment.
Each team was given a Flip Video, designed to be used in conjunction with YouTube - allowing them an opportunity to quickly shoot, edit and present their campaigns to the DDB Worldwide judging panel.
Each team had just 24 hours to turnover their campaign.
The winning campaign was Team Tokyo, Kentaro Harano and So Yamada from Hakuhodo. Team Hong Kong from Leo Burnett was a close runner-up and Team Manila from Lowe Worldwide (Philippines) was a finalist.
Neil Dawson, global creative director of the Philips account at DDB Worldwide, said he was highly impressed with the effort from the young creatives, but Team Tokyo went "above and beyond" the theme for the fifth Young Lotus competition - the ability to create what he describes as "Talk Value".
"We chose the winning team because of its creativity, its insight and for its potential TalkValue - the amount of interest and awareness it could achieve amongst the community," he said.
The participants were also allowed free access to stills photography and audio library, courtesy of Getty Images, a sponsor of ADFEST 2008.
Steve Jackson, senior vice president DDB Chicago, said Harano and Yamada's spot titled "Serial Killer" was described as a "clever and mnemonic device".
Keep an eye out on Marketing's website for a YouTube link to all 13 videos.
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