Armed with sharp wit and light humor, Team Espresso from my alma mater Lyceum of the PhilippinesUniversity, dominated the recent 2nd Student Ad Congress battlefield last Sept. 27 and 28. By doing so, the Espresso creatives with their comrades-in-arms from One Touch Advertising (who won Gold for Radio Category) showed that the university’s solid artillery in the inaugural Congress was no fluke. It also added momentum to Lyceum’s continued investment in training and deploying local creative talent.
This was a sweet counter-offensive for Team Espresso and for Lyceum creatives in general. Last year, two Lycean “agencies” (Team Espresso and my own Team Pantheon Advertising) served as Bronze and Silver relievers to University of Sto. Tomas’ Team Adversingko.
Surely, the battle is over for this year's Student Ad Congress but for these coffee bean-worshipping young guns – the ad wars have just begun.
Pulubi Gold for TV Category, Best in Casting Agency: Team Espresso Art Directors: James Milo Gamoning, Jusef Servanez Copywriters: Edelrita Rizo, Katrina Tapang, Bern Abraham Video Editor: Jusef Servanez Videographer: James Milo Gamoning Talent: Jusef Servanez
Castaway Best Cinematography Agency: Team Espresso Art Directors: James Milo Gamoning, Jusef Servanez Copywriters: Edelrita Rizo, Katrina Tapang, Bern Abraham Video Editor: Jusef Servanez Videographer: James Milo Gamoning Talent: Jeffrey Thomas
Bato Silver for Print Category Agency: Team Espresso Art Directors: James Milo Gamoning, Jusef Servanez Copywriters: Edelrita Rizo, Katrina Tapang, Bern Abraham
Message in a Bottle Best Art Direction Agency: Team Espresso Art Directors: James Milo Gamoning, Jusef Servanez Copywriters: Edelrita Rizo, Katrina Tapang, Bern Abraham
To download the creative brief for these ads click here.
Isn't it interesting that Ad Wars is an anagram of Awards? (For those who don't know what an anagram is, I'm sure you're not a copywriter.)
Perhaps this encapsulates precisely what the 2nd Student Ad Congress will be this year: A War for Awards. With a more competitive theme (Combat Ready for the Advertising War), it may finally step things up and bring a fierce edge to the young blood of advertising.
Being the Creative Team Leader of Pantheon Advertising, the team that won Silvers in the inaugural Student Congress, I was glad to find out that many of the previous "quirks" in the Student Congress debut have been rectified.
For instance, there will only be one account this year for the Creative Competition, which will give students focus and more time to truly exhaust their creative potential.
Although it is somewhat creatively disappointing to know that Globe will once again be the Client, I also have to salute them for their continued support to this endeavor that aims to give the youth a chance to show their creativity. News from the student grapevine also indicate that there may be more competing schools and teams this year, something definitely worth looking forward to.
Of course, there will always be fence-sitters, but let me assure you, the Student Congress can really open doors for you! Plus it's a good entry on your resume.
So to all the young guns out there -- Let the Ad Wars begin!
but let me assure you, the Student Congress can really open doors for you! Plus it's a good entry on your resume.
