A GROUP of Fine Arts and Design students reaped 16 of the 24 awards in the first Student Advertising Congress at the Cultural Center of the Philippines Aliw Theater last Nov. 23.
Ten Advertising seniors who called their team “Adversingko” won the Fuji Xerox Innovator Excellence Award and the Leo Burnett Excellence Award, an award given by the Leo Burnett advertising agency, to the top-performing group in the contest. The contest was sponsored by telecommunications giant Globe and the Philippine Daily Inquirer (PDI) to promote the youth’s social responsibility in advertising.
The students were team captain Raymond Olano, Stephanie Mangalindan, Jeslie Anne Esperas, Lovel Aniag, Tricia Pascua, Pauline Pacheco, Joy Mongado, Ara Beltran, Grace Castañeda, and Richard Agcaoili.
Adversingko also bagged all the nine awards for Globe’s print ad, radio ad, and TV ad categories, while they received the Best Art Direction award in PDI’s print ad category. In addition, the group received the Gold Award Winner for Tri-Media both for Globe and for PDI, an award given by Globe and PDI to the group that excelled in the three forms of advertising categories.
The entries in the categories of Globe were judged according to their ability to advance a social issue and promote G-blogs, Globe’s phone-blogging feature. The PDI entries, on the other hand, were judged on their ability to promote the newspaper’s subscription among the youth.
Olano said the team attributes their success to their use of non-traditional forms of advertising like using stickers and covering public transportation vehicles like the MRT and jeepneys with their advertisements.
“We did not limit ourselves to traditional advertising,” Olano said. “From our original concept, we kept brainstorming and adding ideas to finally end up with what we presented in the competition.”
Adversingko received P25,000 from Globe and another P25,000 from PDI. They were also given project contracts from Fuji Xerox worth P20,000 and internships from PDI. Adrian T. Elumba
