SINGAPORE, 12th April, 2023 – The Public Relations and Communications Association Asia Pacific (PRCA APAC) is pleased to announce that Cognito Media’s Vera Lau and Elizabeth Yeong have won the Singapore Young Lions PR Competition 2023 for their “ Breaking Bread” campaign. The winning team will go on to represent the Singapore at the Cannes Lions International Festival of Creativity.
Responding to a brief set by Willing Hearts, each team had 24 hours to create a campaign would help Willing Hearts to develop an integrated national campaign to innovative and creative ways to attract funding streams and volunteers to create new Activity Centres for the elderly and youth.
The teams then had to pitch their campaigns to the official jury for the Singapore Young Lions Competition 2023.
A special thank you to the judges:
- Jian Yang, Head of Strategy – Distilleri
- Nicolas Chan, Chief Strategist, APAC – The Hoffman Agency
- Charu Srivastava, Chief Strategy Officer and Corporate Affairs Lead – TriOn & Co
- Erwin Nah, Creative Director – Ogilvy PR Singapore
- Jon Howard, Strategy Director – Bud Communications
- Vivien Chan, CEO – Willing Hearts
Jian Yang, Head of Strategy – Distilleri commented – “I’m heartened to see the quality of the proposals this year – each with clear driving insights and tight, imaginative executions. The teams only had 24 hours to respond to this brief, for a category which has nuances that are particularly challenging to navigate.
The winning team cleverly linked the core offering of the client with a campaign theme for a very single-minded, yet scalable execution, which the panel viewed as a winning formula. We wish them the best as they go on to represent Singapore on the international stage.”
Elizabeth Yeong, Associate Director and Vera Lau, Account Manager, Cognito said: “We are incredibly excited and grateful for the opportunity to represent Singapore at the Cannes Lions International Festival of Creativity. The competition process – from receiving the brief, to conceptualising a proposal within 24 hours and presenting this to the panel of judges – was a whirlwind. Under pressure, it was a great opportunity for us to flex our creative muscles, all the while balancing the needs of all stakeholders involved. The part we’re most grateful for and proud of is being able to develop a strategy that can potentially have a hand in furthering Willing Hearts’ vision to provide for the underserved and underprivileged in Singapore.”
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