Nowhere in the world but in the Philippines, and perhaps nowhere except the 21st PAC can one get two men in loincloth perform for 3,500 fully clothed delegates and guests, and feel perfectly appropriate.
But, this is the 21st Philippine Advertising Congress, and up to this point, the event is already in the annals of the Philippine advertising history.
The opening ceremony was simple, by AdCon standards, but meaningful. Saying that this is “the Advertising Congress with a heart,” Overall Chairperson Margot Torres referred to the events that turned an already difficult situation for the industry and country into a near-impossible one.
Because of the abrupt transfer of the AdCon from Baguio to Subic, the ceremony began ethnic tribes people from both places. Baguio Mayor Rey Bautista sang the invocation Ugayam, while the audience was taught how to perform it Ifugao-style. Aetas from Zambales followed soon after, leading to the welcome remarks by SBMA CEO Armand Arreza.
One of the highlights of Opening Night, Margot Torres launched Brand Aid, and its pioneer project Ahon. In lieu of advertising material, agencies can encourage their client brands to support Ahon through partnerships with media. Aid for ads, in short.
Torres acknowledged Brand Aid developer David Guerrero of BBDO Guerrero. Throwing their support and ads behind Ahon are McDonald’s, SMART, Bayan Telecommunications, Modess, Johnson & Johnson, Johnson’s Baby, Team Manila Graphic Design Studio, DDB Phils., BBDO Guerrero/Proximity Philippines, AdBoard, PANA, KBP, ABS-CBN, GMA Network, Starcom, Philippine Daily Inquirer, Philippine Star, and Hit Productions, Unilab, Petron, UPMG, SounDesign, IMMAP, Ayala Land, Media Circuit, Unitel, and UM.
Honorary Chair Fernando Zobel de Ayala made a push for the balance of capitalism and responsible business. Furthermore, he rallied the industry. “In this room tonight, are some of the most creative minds in our country. You have the power to fuel passion, hope and desire for every Filipino to transform the country into a vibrant, entrepreneural and caring nation. Let us play our part in rebuilding our country today.”
AdBoard Chair Charmaine Canillas and Overall Chair Margot Torres, plus a heart-filled musical program featuring industry personalities marked the opening of the 21st Philippine Advertising Congress.
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