DAUNTRES nabs 33rd Grand AdClash ‘SwaBEST’ crown

Bachelor in Advertising and Public Relations (BAPR) graduating block 4-3D, collectively named DAUNTRES, dominates the 33rd Grand AdClash, besting co-BAPR senior blocks Thursday, June 26, at the Robinsons Galleria in Ortigas.

With the theme “Be The SwaBEST: Tap Into True POGItential,” this year’s edition of the integrated marketing communications (IMC) campaign competition tied up with Cosmetique Asia Corporation, adding Hair Works to DAPR’s roster of partnered clients.

The team’s winning ‘big idea’ “POGI LANG, WALANG HASSLE” boasted the tagline “Easy Lang Maging Pogi,” campaigning Hair Works products to “help Gen Z men throughout the day, without the hassle.” 

In the talkback session, Omnicom Group Philippines digital lead and event judge Paolo Sollorano commended the team for integrating executions like “Pogi Operators” and strategic ad placements in motor-cab hailing vehicles.

“I think it’s very important on the advertising [for] people to think out of the box. To always think of innovation, especially for a brand or client,” Sollorano added.

“I like that you framed the presentation as a conversation among yourselves [and] nadala kami, which I think is a nice idea of pitching to someone [which] says that you really know your clients,” event judge Comm&Sense PR Creative Director Eric Cabahug also commented.

In an interview with The Communicator, DAUNTRES Campaign Co-Lead Jhonathan Orlanda said that during campaign preparation, the team ensured to put forth their “100% for it.”

“And for our mission: to enjoy. Hindi lang, of course, to win, but to enjoy the moment kasi this is the last moments that we have as a fourth-year student. So, this the perfect opportunity na i-enjoy namin ang isa't isa, 'yong section namin, i-celebrate namin 'yong kagalingan ng isa't isa," Orlanda added. 

In addition to the championship title, DAUNTRES bagged other special awards such as:

• PinakaSwabeng TV Commercial

• PinakaSwabeng Radio Advertisement

• PinakaSwabeng Jingle Award

• PinakaSwabeng Print Materials

• PinakaSwabeng Digital Activation

• PinakaSwabeng Offline & Trade Activation

• PinakaSwabeng Media Plan

• PinakaSwabeng IMC Campaign

Moreover, BAPR 4-2D team UNIDOS was declared the 33rd GAC 1st Runner Up.

Second runner up BAPR 4-1N S1NAGTALA also grabbed the PinakaSwabeng AVP Behind The Scenes award, while third runner up BAPR 4-1D S1DLAKs nabbed the PinakaSwabeng Block Cheer and Early Bird awards.  

Meanwhile, SwaBEST Presenters were awarded to S1NAGTALA’s Cristalyn Española and  DAUNTRES’ Rammuel Samonte and Jose Luis Jasa.  

Angela Aurel, the 33rd GAC’s Overall Event Head, also remarked on the vision of this year’s edition of the IMC stint, attributing the event’s success from the 4th-year students’ presentations.

“And to properly mount the 33rd Grand AdClash that will showcase PUP-ADPR graduating students’ potential sa campaigns and sa industry itself. So I think naman with the campaigns na presented today, we achieved that,” Aurel said.

Since its inception in 1991, GAC and DAPR have partnered up with company brands to test graduating blocks and compete in curating innovative plans and IMC campaigns for clients. Among partnered clients through the years were Stabilo, Maynilad, Locally, and Hair Works as its latest brand partner.

Article: Randolf Maala-Resueño

Graphics: Kent Bicol