Global warming, digital media, kids, a leap of faith and Baguio strawberries by Subic Bay make the 21st AdCon a most unusual advertising congress.
Aside from introducing the initiative Brand Aid, the AdCon adds another layer to the program. It now includes an expanded session on CSR and a new session on environmental issues with WWF Philippines Vice Chairman Lorenzo Tan.
“The endgame is to rally the industry to sustain support for the relief and recovery efforts and launch a cohesive campaign to educate the public on environment issues that have exacerbated the impact of typhoons,” said Program Chairperson Susan Dimacali.
For delegates looking for more conventional learning, Overall Chairperson Margot Torres says, “We still have a great program. We’re retaining the digital speakers; it is still a hot topic, typhoon or no typhoon. We have Marketing to Children and more topics.”
To catch all speakers, delegates must attend the sessions from 9am to 7pm for two straight days. For those fearing withdrawal from Facebook, Twitter and other cyber addictions, Globe, SMART and Bayan promise to cover the adjoining Spectrum trade exhibit with WiFi.
The exhibit itself is quite a draw on its own. On top of the being the biggest display of new technology, media, and products in the country, Spectrum features Baguio City sweets and souvenirs—making the 21st AdCon the only one to showcase two host cities.
From the Sta. Elena Golf and Country Club, the AdBoard Cup plays its fourth leg at the Mimosa Golf Club in Clark. All other sports events happen in Subic, including badminton, and a three-point shootout in lieu of bowling. The 5k fun run, renamed “Itakbo Mo-Itulong Mo”, is open to the public and is dedicated to raising funds for typhoon victims.
Aside from these athletic events, delegates can take the Leap of Faith, with its high aerial slide at the Subic Bay Exhibition and Convention Center, and the Photo Walk exhibit and contest.
Standing by its decision to fulfill the event as scheduled, the AdCon is determined to accomplish what took over a year to prepare. What is has scaled down in show, it attempts to regain with a higher purpose, good sense and significance.
