Students of the Bachelor in Advertising and Public Relations (BAPR) 4-1D, best known by their collective name K1DLAT, were crowned as the champions of the 32nd Grand AdClash held at Le Parc Event Hall, Pasay City, on July 5, 2024.
The competition’s judges commended the group’s Integrated Marketing Communications (IMC) plan, which was aimed at reintroducing Filipino flavors of the beverage brand Locally, such as calamansi, pomelo, tamarind, dalandan, and guyabano, aside from the “commonly preferred” mainstream ones.
"You were able to single out the problem and solve it talaga," international media and advertising agency Universal McCann Philippines Head of Strategy and event judge Jesca Bantayan praised.
"The idea is big but it's scalable," NutriAsia Senior Marketing Manager and event judge Gretchen King commented.
During the group’s question and answer portion, King also added that she liked the group’s student-centric IMC since the brand’s target audience was Generation Z or Gen Z.
"Ang dami niyong ginawang exciting; you made the brand look young," DMAP Digital Young Creators Chairman and event judge Raymund Sison complimented.
When asked what their block’s IMC campaign’s winning edge was, K1DLAT Team Leader Aiyanna Gagan said, “I think our IMC kasi, sinagot niya talaga ‘yong hinihingi ng brief, which is to make Locally the mainstream fruit juice drink ng Gen Z.”
“We really took time to understand the problem of the market, and our campaign answered that problem,” K1DLAT Presenter Shaeka Madel Pardines added.
They noted that their collaboration and unity as a block, enjoying the process while not forgetting their goal, and emphasizing the “K1DLAT as one” culture contributed to their success.
Grand AdClash is an annual competition for senior-year students of the Advertising and Public Relations program of the Polytechnic University of the Philippines (PUP) Manila. Each year, the students create and present IMCs that aim to expand the consumer reach of that year’s brand partner.
With the theme “Juice-tastic Squeezeoff: A Splash of Local Flavors,” five blocks produced case research along with originally composed jingles, television commercials (TVC), radio advertisements, and campaign plans to compete for awards and cash prizes.
This year’s first runner-up is BAPR 4-3D, better known as 3DENT, followed by BAPR 4-2D or YUGTWO as the second runner-up, BAPR 4-2N or PLA2N as the third runner-up, and BAPR 4-1N or K1NAIYA as the fourth runner-up.
Special awards were also given to YUGTWO for Early Bird and Best in Print Materials, to 3DENT for Best in BTS and Best in Media Plan, to PLA2N for Best in TVC, and to Tracy Ann Flores and Carl Gan Diano as Best Presenters. K1DLAT also bagged Most Energetic, Best in Offline and Trade Activation, Digital Activation, Radio Advertisement, Jingle, and overall IMC Plan.
Apart from the competition, the event also featured talent segments from students of the BAPR community, including a drag performance by Tracy Audacity, who recently joined the first PUP Drag Competition.
Meanwhile, 32nd Grand AdClash Project Head Cristalyn Española expressed her pride during an interview with The Communicator, as it was the first time a beverage brand was on the event’s client roster. Which she said was “another opportunity for PUP, for COCians, to prove na there are brands, there are clients who are trusting in the skills, in the creative minds, the strategic minds of the people na meron dito sa COC.”
“I hope with them (first and second years) watching ‘yong mga IMC campaigns ng senior[s], [it] would make them feel na hoping one day makapag-create din sila ng campaigns with a purpose, ‘yong mafu-fulfill sila, and that we’re in an industry… [na] hindi lang nafu-fulfill yong creativity nila, but also there’s a purpose in their creativity,” Española added.
32nd Grand AdClash Co-Project Head Janwayne Gomez finally noted that, as juniors who organized the event, observing their seniors’ IMC campaigns will help them gain ideas and guide them when it’s their turn to compete next year.
Article: Kenneth Teston
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