Early on February 18, St. Paul University was a mass of excitement. The 3rd Student Advertising Congress (SAC) delegates were converging, queuing to register, and generally checking each other out. Initiated by Event Chair and Professor Dan Villa of the Lyceum of the Philippines, the event featured speakers and a student ad competition, in a mini version of the upcoming Philippine Ad Congress.
On behalf of Manila Mayor Alfredo Lim, who begged off two hours after his scheduled appearance, Manila City Tourism Chief Gemma Araneta Cruz presented the key to the city. Keynote speaker Charmaine Canillas, chair of both the Advertising Board and the Philippine Assn. of National Advertisers, presented the students with three unexpected role models: Sponge Bob Squarepants, optimistic, curious, and above all, undaunted; Dory the Clown Fish who saw everything as if it were the first time; and Po the Kung Fu Panda, who had to learn the value of going beyond theory to put knowledge to use. Such qualities, she said, could provide a career not only in advertising, but anywhere.
After client came agency, in the person of BBDO Guerrero Associate Creative Director Jao Bautista. His rousing roundup of advertising talents included: be chismosa, pakialamera, intrigera, palaaway, bibo and buang. (Put that on a job description!) Bautista’s point is that those who make it their business to know what is going on, who can and will fight for an idea, who remain positive and life-crazy, have a future in advertising.
The highlight of the day was the panel discussion. Speakers discussed the state of their respective industries and provided frank tips for new grads. Kathleen Mojica, a McCann veteran who now runs her own shop, narrated how an advertising creative is, well, created—through creatives’ sheer guts and mentors with the patience to train and mold. Dinky Villanueva, representing client side, encouraged the throng not to give up despite the bleak atmosphere. Romeo Sangalang discussed the potentials of out-of-home, while Ralph Menorca showed how youth trends affect the mainstream media. Perhaps the most revealing session came from Raul Blay, who provided a glimpse into supplier life as a field that may be well-paid but remains a labor of love. With the panel discussion done, TV commercial director Teddy Catuira presented a collage of jaw-dropping, award winning TVCs.
After the speakers, it was on to the competition. This year marked the debut of the New Digital Media category, which fit well with the year’s brief to launch Voce Uno, a combination laptop/mobile phone. From mostly senior students, the Congress received a staggering 67 entries for print, 29 for radio, 34 for TVC 30s. The New Digital Media category 22 MMS entries and 24 entries for Pop-up 3sec. Event Chair Dan Villa exulted, “We have the new stuff. The future medium is [here], exercised now. The exercise is definitely beyond theory. It is now applied. We received great concepts and great executions. This is very significant.” First place winners were teams from Lyceum of the Philippines (MMS ‘Twister’, Print ‘Caravan’), FEU (TVC ‘Finger Paint’, Pop-up Banner ‘PacMan’) and Bulacan State University (Radio ‘Pare’).
Growing every year, the Student Ad Congress allows students to learn by doing, exposes them to industry realities and helps them make informed choices about the industry that awaits them.
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