MANILA, PHILIPPINES – The Association of Accredited Advertising Agencies of the Philippines (4As), in partnership with the Creative Guild of the Philippines, has called on Filipino young creatives for the 2025 Young Lions Local Competition Briefing on April 7 at Hit Productions in Makati City.
With the theme “Creative Edge” for this year’s celebration, a timely reminder that creativity and courage are the singular unfair advantage any brand can have over its competition, the 4As is replicating the intensity of the International Cannes Lions Competition by challenging participants to create a 60-second film within 48 hours of receiving the brief.
The brief: Our forests are fading
Since the end of the last ice age — 10,000 years ago — the world has lost one-third of its forests. The United Nations Food and Agriculture Organization (UNFAO) estimates 10M hectares of global forests lost annually.
According to the DGB Group, the Philippines ranks among the top 10 countries with the highest deforestation rates. Philippine forests are urgently at risk. The report revealed that 93% of Philippines’ primary forests have been removed and only 21.4% of the country’s total land area remains forested.
As the country faces an alarming pace of its forests being stripped, urbanization, agriculture, and illegal logging are key contributors to its degredation. The growing demand for crops and meat has led to the widespread clearing of forest land for cultivation. Additionally, slash-and-burn farming (kaingin) further accelerates the destruction of forests.
Unregulated logging depletes forests faster than they can regenerate, threatening protected areas and endangered tree species. Meanwhile, urbanization drives deforestation as forests are cleared for cities, roads, and residential and commercial spaces. Poor urban planning further puts forest lands at risk.
Deforestation remains a critical issue. Despite some progress through the National Greening Program, the gains have been modest — UNFAO reports only a 0.5% increase in forest cover in the Philippines between 2010 and 2020. The country continues to lose 47,000 hectares of rainforest annually.
The (mock) client: WWF Philippines
WWF-Philippines is part of the WWF International Network, the world’s largest independent conservation organization. By partnering with governments, businesses, communities, and individuals, WWF-Philippines is committed to its mission of halting and ultimately reversing the rapid degradation of the Philippine environment.
The challenge: Encourage citizens to urge their local governments to partner with WWF to reinforce and follow through on anti-deforestation policies and initiatives.
Output: A 60-second film that inspires action, produced within 48 hours of the brief announcement.
Deadline: April 9, 2025, 12:00 NN
Submission Guidelines:
- An external URL link to your video entry (public access, no expiry) in MP4 format, with a file size of approximately 100MB. The filename should follow this format: Agency Name – Film Title – Surnames.MP4.
- A photo of your team against a clean background (for winner posting) in JPEG format, with a file size of approximately 10MB. The filename should be formatted as: Agency Name – Film Title – Surnames.JPG.
- The email subject line should read: “YOUNG LIONS ENTRY – (Agency Name).”
Send all files to secretariat@4asphilippines.com and liza.4asp@yahoo.com.
Important Reminders
- No identifiable agency logos, marks, or names on the materials.
- Use of A.I. is discouraged but not prohibited. If used, please mention it via email.
- Send the URL link of your video submission in the body of the email.
- Do not attach the video file itself to the email.
- Only the team’s photo should be attached in your email.
- Submit on time: Make sure to provide allowance for uploading/troubleshooting.
- Submissions beyond April 9, 12 NN of the email timestamp will not be honored.
- For any emergency concerns, contact 4As Secretariat via Viber at No. 09175222427.
- Follow the filename and subject line formats for easier tracking.
- The committee will assign numbers and remove agency names/surnames during judging.
The winning duo will be sent to the Cannes Lions Festival of Creativity to represent the Philippines in the Young Lions Film Competition in June. The winners will be announced at the 2025 Creativefest and 2025 Kidlat Awards, which will be held on May 9, 2025, at The Fifth, Rockwell. This event is in partnership with GCash, co-presented by Warner Music Philippines, and supported by media partners adobo Magazine and Hit Productions, Inc.
adobo Magazine is the official media partner of the 2025 Creativefest, 2025 Kidlat Awards, and the 2025 Young Lions competition.
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