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• The Nine shortlisted candidates obtained guidance and support at a mentors workshop to develop their idea into a project
• Online public voting to commence on 1st May 2014
Dubai, UAE – April 21st 2014 – ‘Creativity for a cause' campaign launched by Philadelphia Cream Cheese from Mondelēz International (formerly Kraft Foods) in March this year has progressed into its second phase with the selection of nine most creative ideas by the campaign judges selected from a diverse range of entries; followed by a recently concluded workshop conducted by the campaign's panel of mentors.
The mentors and shortlisted candidates gathered for the workshop in Dubai to develop their concept into a showcase video. The panel of five mentors delved on different areas ranging from ‘what makes your world go round', ‘using art as a tool to help those in need', ‘The CEO of you', ‘Passion and self-belief' and ‘Sustainable creativity'.
Further on, the public is invited to vote online for the most unique idea that supports the community commencing 1st May until 18th May 2014 on www.phillyarabia.com or https://www.facebook.com/PhillyArabia.
The top three finalists based on public voting will be invited to a Gala Brunch in Dubai where the winner will be announced. The collaboration between the public and the panel of judges will not only help determine the most creative idea but the public support gathered will also help to determine the amount of prize money the winner will receive to further their cause.
Partnering on the campaign, one of the mentors, said: “This is a vital and exciting phase of the campaign. It was an intensive session and each mentor coached the ‘shortlisted gems' through rigorous training in different areas of project development, thus aiding in materializing the winning idea. We are privileged to be a part of their journey and drive to contribute to their community.
The shortlisted candidates will ultimately have to present their idea in a way that is convincing and impactful in order to gain maximum votes from the public.”
The nine shortlisted concepts include:
• Setting up a community library
• An institute for healthy food – inculcating healthy eating habits in children
• Redistribution of unused food
• A toy library – donating old toys for use in the community
• Mini book stations at bus stations
• Recycling stations in buildings
• Kitchen garden program in schools a
• A soup kitchen that delivers food to people in need
• Art on wheels
“I am thrilled to be shortlisted and determined to work hard to create a strong ‘showcase video' which will help me to gain acceptance and come closer to winning. I am grateful to Philadelphia to have initiated this project and giving me the opportunity that supports the development of our community”, exclaimed a shortlisted participant.
Mr. Vishal Tikku, VP and Area Director, Middle East for Mondelēz International commented, “This campaign was instituted with a coherent focus of reaching out to a large women audience with a simple yet unique idea that cares for the community, thus accentuating women and philanthropy. With over 350 creative ideas received and top nine shortlisted by our jury members, we are eager to see the winning idea take shape. Good luck to all the shortlisted candidates.”
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