MANILA – Last September 8, 2018 happens the much awaited adobo class a School of Creativity in San Beda University with over 300 participants coming from different universities in the metro, happened in the Abbot Lopez Hall.
The Creative Director of Publicis JimenezBasic, Jao Bautista, started off the show with his topic “10 Toys to Play With” a PJBALIKSKWELA narrative, picking the award winning reels from Cannes Advertising Festival. The topic was really curated to inspire the young students, advertising professionals, marketing professionals, at most the creative industry to be able to come up with a work that is playful than the traditional way of creative thinking.
“Whether or not we are aware of it or not, we are actually avertedly one way or another. Using these 10 toys to play with, the way we do our work so consciously or unconsciously lumalabas naman ‘yon”, Jao said. These 10 toys, without knowingly really gives us an in depth view or step on how we could really make fun of a brand and turn it into something dynamic and worthy.
With the advancement of technology and the digital game here in the Philippines, we really need to somehow up the arena to improve and see what our country is really capable of especially in the creative industry. “I would like to think that the most challenging would be the last toy which is the use of data. It’s both challenging and and at the same time exciting. However, playing with the data is also an exciting frontier to go to especially now that we have success models to show our clients,” Jao added.
The second to talk was the Head of EON PR, The EON Stakeholder Relations Group, Jane Villa. Talking about Curating PR Stunts and what its importance in the business world.
“The thin line in advertising and Public Relations (PR) is getting blurred. A reason being, in advertising before, it was purely video or print in broadcast and in the newspapers and then on radio. So it was a creative material that you place, you buy and then it can also be very specific to only mass awareness. While in PR, it’s just a way to get mileage that you have from advertising through a cheaper or free way. The tools makes it blurry for the two discplines,” Jane said.
We are in the age of fast moving and evolving technology, once we do not catch up with the trends, especially in the world of PR, we’ll be dying without knowledge. “The sources of information right now are primarily online. So you want to be present, easily reachable and accessible by the people you are targeting. So if you’re not present on social and you don’t have a website where you can readily share information, you will be left behind.” Villa concluded.
Ali Silao, the Head of Art of BBDO Guerrero, talked about on what ways or means can we be relevvant in an age where trends is inevitable.
For you to be relevant, you should know how to stand out a crowded place, “Standing out means coming up with fresh work, fresh ideas. It’s coming up with new, original ideas. It’s knowing how to collaborate with people and it’s also…you know, if you break the rules, you can also come up with works that stands out in the clutter. If you’re brave also and if you have stuff that…if you come up with authentic work that can also make a work standout from the rest,” Ali said.
In the world of advertising, many are claiming and doing their best to be recognized in the insudstry, and the competition inside the industry is a cut-throat. “I think we’re competing with a lot of different industries. I mean production houses, indies, digital, also these creative consultancies that are now in the top 10 that the biggest advertising companies in the world but they’re not advertising agencies, you know. So that’s just a bit scary and I think finding relevance in this situation in this time is still going back to creating work that is really highly creative because that’s our competition, that’s our edge. Coming up with work that is really creative,” Ali concluded.
The last speaker is the Creative Partner of GIGIL, Herbert Hernandez, wherin he talked about how adulting made a way through his career – breaking the barriers of the industry.
“Pinili ko yung something na matetake nila maski grumaduate na sila, kahit anong course or any field mapapakinabangan nila. I told them na bad news, pagkagraduate, wala ka nang baon pero ang good news, ibang baon yung kailangan mong dalhin and it’s not monetary. Hindi pera kung hindi passion…gigil,” Herbert said what he really wanted for his talk. A mark that would leave something that matters.
As we grow up, we tend to unlearn things and our creative juices get to drains its way down to zero, but creativity should be brought along the way because you may not know, that gift could create something great, “Creativity is usually combining things into another creative. It’s about creating things into another idea,” Herbert concluded.
The adobo class a School of Creativity in San Beda University is organized by adobo magazine and San Beda Junior Marketing Association. Co-presented by Jollibee. Event Partners, REEF and Oakley.