Marking the 21st AdCongress of Bachelor in Advertising and Public Relations (BAPR), DAUNTRES spearheads “TriADlon: The Winning Race to a Future-Ready ADPR Industry,” at the PUP Bulwagang Balagtas on February 5.
In line with the 2025 AdCongress’ theme “OlympiAD: Championing the Future of Advertising and Public Relations,” the fourth-year students of BAPR 4-3D organized a dynamic event inspired by a triathlon—an endurance sport that tests speed and versatility across multiple disciplines.
The event brought together students from various universities, including students from the Department of Advertising and Public Relations (DAPR) and other departments within PUP, along with marketing and communication students across different institutions.
To share their expertise, DAUNTRES invited industry leaders from GIGIL, a multi-awarded advertising agency known for their trending and successful campaigns across brands.
GIGIL Ad Agency, Triathletes of the ADPR Industry
Senior Art Director Ronchris Cosme, a PUP BAPR alumnus, shared his experiences in the advertising industry and their notable works from the pandemic up to the present.
He showcased his works in the agency’s campaign including Netflix’s “Trese,” a Filipino animated film released during the pandemic; the viral “The Red Notice” stunt that captured the public with the ‘stolen’ SM Mall of Asia globe, and the Plan Pilipinas outdoor campaign for the new season of “Money Heist” via outdoor projections in various landmarks in the country. With these marketing stunts, the ad agency acclaimed multiple awards locally and internationally.
Acting Associate Creative Director Jasper Cajilig discussed the “winning trend” and thinking out of the box. The campaigns he worked for include DOLE PH’s “Proudly Second,” Jollibee’s “Joyzone,” and Globe’s “Load Cards.” On trends, he emphasized the importance of making a lasting impact.
Meanwhile, Media Director Margie Flores-Husmalaga emphasizes the effect of creating campaigns out of unexpected ideas that would help to develop an unexpected growth in the product of their advertisements by sharing their successes in building their brands’ business.
In addition to Cosme and Cajilig’s works, Flores-Husmalaga is known for her campaigns including the comedic absurdist RC Cola ads featuring a boy who has a built-in glass on his back while his family drinks cola from it, capturing the Gen Z audience. In addition to her portfolio is the emotive Levi’s Tailor Shop ad which promoted customizable jackets through the heartwarming story of a father who gifts his blind son a jacket engraved in Braille with "Anywhere you go, andiyan lagi si Papa.” (Papa is always with you)
Additionally, she also crafted CloseUp’s trending “Close the Gap” billboard ad that featured a LGBTQIA+ couple during Pride Month, as well as Netflix’s “The Grey Man” that turned “reel” action to “real” life through a public stunt.
“Find your audience, and listen to that audience because you will find something innate… something unexpected out of it… Do not focus on the problem, focus on the audience you want to serve,” Flores-Husmalaga said on building unexpected ideas.
Reflecting upon the program, Francis Sabado, a first-year BAPR student, shared that their experiences resonated with his own aspirations as a future employee in an advertising agency.
“Don’t be afraid to explore. Think about your audience… Kausapin mo yung audience and hayaan mo yung audience kausapin ka,” he said.
Article:Jannine Lagbawan and Arabella Grace Palisoc
Graphics: Alyssa San Diego
Comentarios