Byron Co and Carlos Quimpo, with their winning cover design at Cannes Lions 2017
CANNES All things wonderful and delicious take time to marinate—whether it’s ingredients for a yummy dish or a creative idea. Two TBWA\Santiago Mangada Puno creatives, Byron Co and Carlos Quimpo, were able to capture exactly that in their winning entry for Advertising Age’s annual cover design contest.
For the 8th year of the competition, the brief was to “create a visual capturing the essence of the creative process today.” Co and Quimpo’s initial idea was to create a Rube-Goldberg machine, but decided to forego it because they felt like they were overthinking it. The simpler, and winning concept was to let raw meat embody great ideas, and letting it sit in a marinade.
The pair was able to produce the cover by putting their passions together. Co, a graduate of the University of Santo Tomas, loves photography, while Quimpo, a graduate of the University of the Philippines, is fond of cooking. On the morning of the shoot, Co and Quimpo passed by a local wet market to pick out the meat they would be putting on the Ad Age cover. Quimpo styled the raw meat by adding rosemary, oregano, salt, pepper, and garlic as a marinade, and covered it in cling wrap, before the entire concoction was photographed by Co.
For the 8th year of Ad Age’s annual competition, the brief was to “create a visual capturing the essence of the creative process today.”
Living up to TBWA’s Disruption philosophy, Co and Quimpo wanted to do something different. “You don’t really see raw meat on the cover of a magazine,” Quimpo said. And it was their ingenious idea that made them win.
In addition to having their work published, the duo won a trip to Cannes Lions, also known as the “Olympics of Advertising”. The 64th International Festival of Creativity is a global event where thousands of people working in the advertising, entertainment, design, and technology industries will come together to celebrate creativity.
Byron Co and Carlos Quimpo’s win is only the beginning of their deliciously exciting and creative future in the advertising industry.
Advertising Age is the leading global source of news for the marketing and media industries.