‘KAMI Na Sa Lahat’: ANG P1NTIG sweeps the compe-tissue-n at 34th Grand AdClash

Senior block 4-1N from the Department of Advertising and Public Relations (DAPR), also known as “ANG P1NTIG,” wiped out the field at the 34th Grand AdClash, the department’s high-stakes marketing arena, on Thursday, May 14, at Robinsons Galleria in Ortigas.

Under the event’s theme “Steady on Track, Unfold Your Soft Power,” the champion bested three other blocks with their tagline, “KAMI Na Sa Lahat,” positioning the partner brand, Kami Tissue, as the ultimate all-around companion for Filipinos. The annual Integrated Marketing Communication (IMC) competition was hosted by DAPR from the Polytechnic University of the Philippines - College of Communication, serving as one of the final course requirements for fourth-year students aiming to unleash their creative and impactful marketing pitches in front of a live audience of industry practitioners, faculty members, lower-year students, and proud loved ones. True to their tagline Manifesting their slogan, ANG P1NTIG hauled seven more awards: Best Radio Advertisement, Best Offline and Trade Activation, Best Digital Activation, Best Media Plan, Best Integrated Marketing Campaign (IMC), Best Behind-the-Scene AVP Award, and the Best Block Cheer Award, which they shared in a tie with S1DHAYA. Serving as their ultimate ace, a surprise guest appearance by their custom Kami Tissue mascot amplified their creative executions, leaving the audience captivated by a narrative that was as polished as it was entertaining. 

The Best Team Leaders Award went to their campaign spearheaders Aldreich Pascual and Emar Lorenz Samar, while their adviser, Professor Dan Macaya, was honored with the Best Adviser Award for his dedication and mentorship."It was a ride. Bumpy at first at bumpy pa rin until the end. But that made us learn how to hold and steer the wheel better and stronger," Pascual said in an interview with The Communicator, recalling their experience.

He added that they are proud to have made history by breaking into the GAC’s champion roster: "When we talk about Grand AdClash’s history, 1N was always outside the circle of winners. So during the process, we made sure na gawing goal na mag-champion at champion lang ang tatanggapin namin. Ayun ang nag-drive sa amin to push further. ”Runner-ups with “multi-ply” potential Finishing as first runner-up, block 4-1D, monickered as S1DHAYA, showcased a mastery of aesthetics through their campaign "Alaga KAMI sa Bawat Hugot,” which highlighted the daily Filipino struggles and the act of pulling a tissue sheet. They earned four additional awards: Best TV Commercial, Best in Jingle, Best Print Advertisement, and the Early Bird Award.

S1DHAYA Team Leader Deniel Tolentino described the experience as “very fulfilling” despite the overwhelming challenges of producing their campaign. 

“It felt like this campaign became a bridge for us to prepare for the real industry because it exposed us to real challenges, pressure, and responsibilities. Grand AdClash helped us to be the future professionals who are ready for an industry where there are no medals or trophies, only the drive to keep fighting,” he shared. 

Additionally, Katherine Garcia of S1DHAYA and Farley Jebb Gauran of THE UN2LD are recognized as the Best Presenters. Meanwhile, stepping up to leverage the idea of comfort from being understood, block 4-2D, also known as THE UN2LD, bagged the second runner-up placement with their campaign tagline, "Basta Kami, Gets Ka!" Last on the podium finish but first to deliver their pitch, block 4-3D, alias D3VIATE, leaned into the "high absorbent" quality of the brand through clever wordplay for their campaign handle, "Basta Kami, Absolb!"

On the other hand, from the organizer's side, the Overall Project Head, Jasmin Erfe, expressed immense pride in the junior team for mounting a grand event despite various preparation challenges.

"Thank you for doing your best and for all the hard work you poured into making this event possible. I know the process was not easy, and we all faced different struggles along the way, but seeing everyone continue to show up and contribute made me proud,” Erfe said.

The curtains have closed on a high note for this year’s victors, but the creative fire has already been lit for the next batch of contenders. As the cheers fade, one question remains: who will rise to claim the crown at the 35th Grand AdClash?

Article: Rhoze Ann Abog  & Angela Sorsano

Graphics: Nicole Beverly Maniego