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| Photo taken by Charlize Lavastida |
Armed with fresh ideas and boundless creativity, the 3rd-year Communication Arts students gathered in the Engineering Conference Hall of the Roque Ruaño building on December 18, 2024, to take part in the long-awaited interclass competition, AdQuest 2024: Cracking the Code to Success.
The juniors were tasked to conduct market research and design an advertising campaign for the food business Happy Shawarma.Happy Fries. This is in partial fulfillment of their courses on Advertising Principles and Practices and Digital Marketing. The juniors presented their plans to an esteemed panel of judges and were subjected to a Question and Answer session.
Even as they are approaching the climax of finals week, the Communication Arts juniors consistently brought the hype to the conference hall, all eager to finally showcase the fruit of their hard work. The presenters from each advertising agency passionately exhibited their research, plans, strategies, and witty advertisements. Their prowess as Communication Arts students was put to the test as they showcased original promotional material, ranging from posters, skits, and TikTok challenges.
As the awarding ceremony drew nearer, their enthusiasm was overcome by immense anticipation. The juniors held their breaths as the hosts announced the winners of each award.
The conference hall shook with the cheers of block 3COM3 as their advertising agency swept the floor with the most awards. Oha! Studios bagged Best in Research, Best in Big Idea, Best in Digital Activation, Best On Ground Activation, Best Female Presenter for Elle Odquier, and Advertising Agency of the Year.
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| Photo taken by Charlize Lavastida |
Line One Studios follows suit with two awards, namely Best Advertisement as well as Best Male Presenter for Mylferd Supnet of 3COM1.
Middle Child Media of 3COM2 clinches the Best Strategy Award.
Associate Professor Jose Arsenio Salandanan reminds the juniors towards the awarding ceremony to “treat every competition as a journey and not a fight.” No matter the number of awards received, all juniors involved in the making of these campaigns have shed their blood, sweat, and tears, all in service and for the innovation of a local food business.
AdQuest’s Project Head, Mickyla Conde, delivers the closing remarks to officially conclude the event, providing an inspiring message that lifted the spirits of the juniors present. In her brief speech, she mentions, “You are the codebreakers, innovators, and leaders of tomorrow.”
AdQuest promises a bright future for the juniors in the path of business management and digital marketing. It is a testament to how new perspectives from young people have overflowing potential to help local businesses boost their visibility. After all, conducting a business is all about taking risks. The juniors have embraced the unknown and braved on onto the possibilities that await them, rewriting the traditional steps to achieve success. As Conde stated in her closing remarks, “When young minds come together, amazing things happen.”
