PANA Brand Camp 2012 Day 2 judges for the Kony 2012 Case Study included Russell Molina Executive Creative Director of Seven A.D., Tin Sanchez, Executive Creative Director of BBDO Guerrero, Alvin Tecson, Creative Director of Leo Burnett Manila, and PANA member, Rudy Villar, Sr. AVP-Corporate Marketing and Chief Branding Officer of the SM Group.
Rudy Villar: Take note of the mindset of the judges. Judges from the U.S. and Europe have first world thinking. If you want to raise a local issue, you have to communicate compellingly for clarity to the judges.
Alvin Tecson: Make an honest genuine/sincere connection with the judges. If you do, that’s half the job done. Also, spell-check your slides.
Russell Molina: Stories do not have rules, just guidelines. When you create—you have to discern, choose, what will contribute to the story. Do not drop the story—make it solid and read through. Dig deeper especially on the insight, if you rely on the ‘first thought’ chances are, your competitors will be there with you. Be true to yourself.
Tin Sanchez: Create stories that challenge—judges’ brains are open to be challenged. Be genuine, and think of your audience.