‘Let’s Play!’: BAPR Students Level Up Creativity and Boldness at the 22nd AdCongress

Fourth year students from Bachelor in Advertising and Public Relations (BAPR) officially kicked off the 22nd Advertising Congress (AdCongress) this year with game-inspired concepts, represented by each block—S1DHAYA (BAPR 4-1D),  THE UN2LD (BAPR 4-2D), D3VIATE (BAPR 4-3D) and, ANG P1NTIG (BAPR 4-1N).

Held at the Polytechnic University of the Philippines (PUP) Bulwagang Balagtas from January 26 to 28, the three-day event highlighted innovations in the fields of advertising and production, emphasizing creativity, strategy, and the evolving practices shaping the industry today, held at the PUP Bulwagang Balagtas.

Tactic ‘To!: Where AI Meets Strategy

Students from S1DHAYA successfully launched their event, “Tactic To!: Creative Tactics with AI in Play,” which showcased a dynamic initiative focused on the use of Artificial Intelligence (AI) in creativity. The event’s theme was inspired by the classic game tic-tac-toe, play up strategies such as adaptation and smart thinking—skills that are now enhanced by AI in the field of advertising.

Teejay Jamlang from GIGIL Advertising delivered an insightful discussion on how AI can be used as a virtual tool in developing ideas, calling it a new thinking assistant and a ‘teammate’ in generating visual ideas. He also encouraged the attendees to use AI as a helping hand rather than relying completely on the tool.

“Let’s be the creatives who make AI look better, not worse. Nasa atin ‘yong chance na ‘yon. Sa ngayon, na-eexplore pa lang siya and kayong mga estudyante ang magshe-shape niyan in the future,” Jamlang added.

The discussion continued with Bill Urruta from Data and AI Ethics PH, where he focused on the ethics behind the use of AI. He emphasized how important it is to use this tool with intent and knowing that it comes with a responsibility.

“The ethical use of AI is rooted from intent. Kailangan nating i-assess ‘yong sarili natin kung paano natin gagamitin ‘yong AI. Hindi p’wedeng ‘may problem kasi ako kaya ako nag-AI’, hindi p’wede. Kailangan mas malalim pa ‘yong intent natin,” he highlighted in his discussion.

Project Head Eunice De Asis and Co-Head Alyza Jane Sol Cruz formally concluded the event with a heartfelt message, extending their sincere thanks to all the participants, sponsors, speakers, and the team for their collective effort that contributed to the success of the program.

AD Jungle: A Journey Through the Wild Trails of Production Design

From bold concepts to practical limitations, AD Jungle: A Journey Through the Wild Trails of Production Design explored the wilderness of advertising, showing how production design thrives through imagination, balance, and innovation.

Led by the students from P1NTIG, the event utilized a jungle theme to illustrate the demands of production design, which highlights the importance of adaptability, teamwork, and strategic problem-solving in fast-paced and resource-limited environments.

Guest speaker Princess Barretto mapped the creative wilderness of production design, sharing her experiences and insights from working with well-known companies, fashion brands, and industry figures such as Tatler, Preview, BYS, Keds, SM Supermalls, and photographer BJ Pascual, among others.

Barretto emphasized that success in the industry goes beyond creativity and aesthetics, underscoring the importance of collaboration with clients and transforming imagination into tangible results.

“You’re not only being creative, you need to actually execute what the brand is trying to relay,” Barretto said.

Meanwhile, production designer Mickey Hirai discussed practical approaches to production design under tight budgets and limited resources, stressing that creativity should not be constrained by financial limitations. Drawing from his experience working with brands such as Puregold, Hirai showcased innovative techniques and visual illusions that serve as cost-effective alternatives to expensive set designs.

Hirai also highlighted the careful integration of AI in production design, noting how technology can streamline creative processes. However, he emphasized that AI cannot replace human talent, urging creatives to continue working with passion and purpose.

The event concluded with a musical performance by OPM singer-songwriter Jireh Lim, who serenaded the audience with his hit songs “Buko” and “Magkabilang Mundo”, accompanied by rising Filipino band ROW KEYS.

MarkADo! Winning Ads on the Board

Powered by real insights and practical techniques, MarkADo! Winning Ads on the Board sharpens creative and strategic skills to take on real-world industry challenges with confidence.

The UN2LD offered an immersive seminar on advertising recall that will enhance both ability to make creative and strategic decisions when creating an advertisement. Inspired by chess as its underlying theme to illustrate the need for foresight; calculation in moves; and how to place an advertisement in a manner that gives it a high chance of being recalled by the intended audience.

Grandmaster Margie Husmalaga, Media Director at GIGIL Manila shared her unique experience and knowledge about media and digital strategy gained over a decade of work in the industry. She emphasized that strategic media planning, combined with a data-driven approach to creativity, increases memory attribution and enhances ad recall, while encouraging creatives to continue navigating unexplored areas of opportunity, and actively listening to their audiences.  

"Be brave, be bold, be true," Husmalaga said.

Grandmaster Roman Carlo Olivares, Executive Creator Director from MullenLowe TREYNA, highlighted the power of visual ads in making a lasting impact—turning simple messages into striking experiences that catch the eye, spark emotion, and leave a strong impression on viewers.

Jingle composer Jeriko Buenafe featured audio recall, focusing on the principles that transform jingles into effective brand memory triggers, "Jingle campaigns should be catchy but planned with words and lyrics that people can remember."

Meanwhile, Advertising Director Gio Puyat shared his knowledge and experience in directing for advertising, discussing the challenges of the craft and offering practical tips drawn from real industry experience. He also highlighted the importance of passion in work and the role of audience engagement in creating meaningful and impactful advertising.

The event encouraged students through the use of stories and expert perspectives in creating ads. Audiences were able to create more creative, innovative, and collaborative ways of working within the advertising and media industries that will lead to more truthful, responsible, and meaningful careers.

Go Big or Get Bitten: Hanggang Saan Aabot ang Kapal ng Mukha Mo?

Capping off the 22nd AdCongress, Go Big or Get Bitten: Hanggang Saan Aabot ang Kapal ng Mukha Mo? challenged aspiring creatives to rethink confidence and courage in the advertising and content creation industry.

Showcasing their talent, the D3EVIATE highlighted the idea that boldness, when exercised with intention and accountability, can serve as a powerful asset for future industry professionals.

Guest speaker Gianna Abao, a TEDx speaker and content creator, unpacked the concept of “kapal ng mukha” by stressing the importance of understanding confidence before wielding it. Drawing from her journey of overcoming the fear of taking the “first roll” to establishing herself as a prominent voice in public speaking and personal development, Abao highlighted that true boldness is rooted in self-awareness, clear purpose, and discernment, rather than reckless self-assertion.

Shifting the conversation from mindset to practice, content creator Japh emphasized how “kapal ng mukha” translates into real-world action. He discussed the value of calculated risk-taking, consistency, and the willingness to step into the spotlight as key factors in building digital credibility and audience trust. Japh is also known as a scriptwriter for Gandang Gabi Vice (GGV) and a story editor for Pinoy Big Brother Season 8.

Anchored to the  theme “Let’s Play!”, the three-day event wrapped up on January 28, leaving the students with a renewed sense of creative agency, ready to take bigger moves, make sharper choices, and face the industry with a blend of boldness and mindfulness.

Article: Raven Cruz, Kristine Castulo, Jannine Lagbawan, Michelle Bose

Graphics: Althea Polancos