Young Lions Colombia took place at the Centro Cultural Gimnasio Moderno with six categories presented. The winners will represent Colombia at the world’s most prestigious advertising event – the Cannes Lions International Creativity Festival.
From a total of 654 entries, the juries – including creative VPs, managers and CEOs from across the advertising industry – awarded five Golds, six Silvers and four Bronzes.
Nathalie Torres and Mauricio Castro submitted “El Retrotest” in the Media Category – a campaign looking at osteoporosis and the lack of knowledge around it. With a limited budget Nathalie and Mauricio wanted to tackle the issue of getting old head-on, and have a little fun while they were doing it. Nobody wants to feel old, so the duo set out to disarm them from the denial of a natural process through humour.
They had to convince a jury in only five minutes that they had the best campaign; knowing that several of jurors were the target audience and that if they connected with the campaign, they were on to a winner.
“I could not say that one thought worked or contributed more than the other. The key was to know how to empower talents, renounce egos and let everyone do what they do best, not shine as individuals but as a team,” explained Nathalie Torres.
“To believe in a reciprocal way is very powerful, trusting each other’s work exploited the best of each one,” added Mauricio Castro.
It is in the DNA of PHD Colombia: they are said to be individually strong, but collectively unstoppable.