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apr 2014 Second Semester AY 2013-2014

The official publication of UP Advertising Core

for the

Beating the budget

An Advertiser’s Guide to Meetings, Brainstorming and Ideation

Quality films without breaking the bank

Bracing brainstorm


Making Moments An Ad History of the Philippines’ #1 Coffee Brand



Gino Borromeo: A collector of experiences


McCann’s Chief Planning Officer weighs in on what it takes to succeed in advertising

juice box letter from the editor | staffbox

demystifying creativity

the up advertising core (adcore) is the only student-run, not-for-profit organization and student advertising agency based in the college of business administration of the university of

Bela Cruz


Creativity is many things. It’s the mercurial creature that comes and goes as it pleases. It’s the reason why uninspired artists rattle their brains. It’s what you’ve been told you lacked since you set crayon to paper and formed lumpy circles and lopsided triangles. For something so often summoned, cited and written about, it’s a concept that’s difficult to talk about definitively. Much like trust, commitment, art and love, creativity is a Big Word that holds within it an overwhelming wealth of meaning. In this issue of Juiceletter, we try to give a face and name to the elusive characteristic. We see what the big names in the industry have to say about it, and we propose methods to attain quality creative work. Ultimately, we offer within these pages an alternative view to creativity. Sure, some people are gifted with magic, but we each have a creative bone within ourselves that could either grow stronger with some discipline, or go brittle with disuse.

the philippines, diliman. the juiceletter is the official publication of the organization.

Executive Core President Jedo Enriquez VP for Creatives Jed Berenguer VP for Finance and Corporate Affairs Danielle Vitriolo VP for Human Resources Reginald Baron VP for Public Relations and Promotions Gale Griego VP for Special Events and Logistics Ica Ducanes

Editor-in-chief Isabela Cruz Features Editors Al-Sinbad Bercasio Maisie Joven Laurie Lioanag Denise Valdez Layout Editor Janina Guerrero Creatives Paul Castro Edward Santiago Finance and Corporate Affairs Leanne Gorosin Human Resources Nixie Go Public Relations & Promotions Hillary Joven

We’d like to hear from you! What do you think about this issue? Would there be anything else you would like to read about? Would you like to advertise? Send us your comments, suggestions, concerns and whatnots at

APRIL 2014

contents Adsights

adcore updates

01 AdVance 01 ACLE 02 Faceoff: Candidates Exposed 02 AdCore Week 03 UP Fair 03 UJF 2014 04 TeenSpeak 2013 04 AdVenture 8.2 01 ACLE

05 AdAwards

05 features

AdAwards: Bagging rights 06 adwork

Quality > Quantity Quality Vids on a Budget 07 adlist

Viral Catchphrases:

13 AdMark

19 AdWork

Pa-Cheeseburger Ka Naman! ad. Cetera 09 adbrand

Nescafe: Making Moments An Ad History of the Philippines’ #1 Coffee Brand 13 admark

Gino Borromeo: A collector of experiences McCann’s Chief Planning Officer weighs in on what it takes to succeed in advertising 17 adlist

Green Ads From Across the Globe

30 AdCritique

23 Adcareer

19 adwork

25 adwork

30 adcritique

Bracing for the brainstorm

Pubmat 101

Hotel Sogo:

A Beginner’s Guide to Pubmats

Of Aral and Bonding

An Advertiser’s Guide to Meetings, Brainstorming and Ideation 23 adcareer

Meeting with a chronicler

27 features

Busting the Internship Myth


Pulpy Goodness Artworks

Ad Sights A d Cor e updates


photos by nukie timtiman

Selfie Victory

The Style Wars

“Love Chic” blogger Shai Lagarde posed for a snapshot sporting her stylish outfit after an insightful talk about her wins and woes in the world of online fashion blogging held March 4, 2014 at the BA 303. In this AdVance event, Ms. Lagarde shared how an aspiring blogger can survive this trade despite the growing number of competitors.

To prep them up for the fashion-themed AdVance event, both AdCore mems and apps unleashed their styling skills and showcased their inner fashionistas through a game of dress-up. All this happened in Camp AdBlood: The Secret of Venus last March 4, 2014 at BA 303.


photos by jr geronimo


Hashtag Success!

Power Photo

Proud AdCore members and ACLE organizers ended Hashtag, this sem’s Alternative Classroom Learning Experience, on a strong note as they posed for a group photo with this year’s speakers, internet sensations Joyce Pring and Bogart the Explorer. Hashtag happened January 16, 2014 at BA 308.

After a successful ACLE, the ExeCore together with star speakers Joyce Pring and Bogart the Explorer playfully posed for a photo to cap off a memorable and one-of-a-kind Alternative Classroom Learning Experience last January 16, 2014.

FACE OFF: Candidates Exposed

photos by max reyes


Question and Answer

For this semester’s AdVocate, students got to see a different side of the USC candidates in FACE OFF: Candidates Exposed, held last February 19 at the UP School of Economics Auditorium. The event served to highlight not just the candidates’ platforms, but also their characters and unique personalities.

The auditorium stage was a battleground where thick skin and quick wit were the only weapons available. The participants playfully but thoughtfully answered the questions thrown at them, no matter how ridiculous, to prove themselves worthy of the audience’s support.

AdCore Week

photos by viel vidal

Level Up!

Final Stage

AdCore mems and future mems play classic arcade games on the giant video game console at the CBA third floor front lobby. The life-sized console, displayed from February 18 to 21, is part of AdCore’s weeklong celebration of its eight years of exhibiting steadfast excellence, inspired involvement, and creative professionalism in the university.

Work hard and party harder. AdCore residents, applicants and alumni gathered for the culminating night at the North Susana Executive Village Clubhouse last February 21 to celebrate AdCore’s journey towards growth and success. In keeping with the video game theme of AdCore week, some went dressed as popular video game characters.


Ad Sights A d Cor e updates

UP Fair

photoS by carlos quimpo

Dynamic Duo

lights and sounds

Famous TV personalities Joyce Pring and Ramon Bautista playfully pose for the camera at the Roots: Music and Arts Festival held last February 13, 2014. The dynamic duo successfully amped up the UP crowd with their humor and wit.

Thousands of attendees stormed the Sunken Garden for the UP Fair held last February 11 to 15, 2014. As one of the most highly anticipated events every year, the UP Fair is the perfect venue for students to lose themselves to the lights and the music and revel in the songs of their favorite bands.

Ujf 2014

photos by carlos quimpo


UFJ 2014

What is Your Success Story?

Students eagerly gathered at the Bahay ng Alumni last February 4 to 7 for #YourSuccessStory, the biggest job fair in the university.

The University Job Fair equips students for life after college and provides them with the best career opportunities to land their dream jobs and write their own success stories.

teenspeak 2013

photos by erwin jason maximo

The Champs of Let Your Hair UP!

A Successful First

Team MBB, the champions of TeenSpeak 2013: Let Your Hair UP!, bag the one-hundred thousand peso grand prize last March 3 at the NIP Auditorium. Team Core placed second in the competition, while Team Storm placed third.

The ExeCore, Team TeenSpeak 2013, and the judges smile for the camera as the first ever TeenSpeak Open Finals came to a close. This year’s TeenSpeak was made possible by Procter & Gamble Philippines Haircare and UP Advertising Core.

AdVenture 8.2 Last January 20, 2014, a few AdCore members and applicants were given the opportunity to visit one of the country’s most prestigious advertising companies, DBB Philippines. One of the perks of being a part of the organization is going on an AdVenture, which is a great way to get a glimpse of what it’s like to work in an advertising agency.

photo by jr geronimo


feat ures a w ar ds

Bagging Rights AdCore’s testament to steadfast excellence

From its establishment in 2006, AdCore has built a name for itself as the only student-run advertising agency in the University of the Philippines-Diliman. Every year, AdCore grows to be a bigger and better organization by surpassing expectations and breaking perceived limits. This school year is no different as UP AdCore proved its capabilities once more through the awards and achievements it has received. The Philippine Student Quill Awards, hosted by the International Association of Business Councils, aims to recognize outstanding communication works of undergraduate students nationwide. Last 2013, the organization was able to clinch 2 Philippine Student Quill Awards for the 2013 University Job Fair for Communications Campaign and Bawas Bisyo Bill for Social Media/Technology. In addition, Bawas Bisyo Bill was hailed as one of the five best communication campaigns of PSQA 2013. The International Youth Leaders Conference 2014 powered by AIESEC Philippines and co-presented by FOX International launched the first AIESEC Youth Leadership Awards. The award was given to five exceptional organizations that were able to meet the standards of their criteria namely: 40% Leads by Example, 40% Improves Continuously and 20% Driven by a Clear Purpose. Among 40 organization nominees, UP AdCore emerged as one of the five victorious organizations that won the award. Colegio De San Juan Letran, in partnership with the Advertising Foundation of the Philippines, conducted AdSpeak ’14 – a convention that aims to impart to future communicators the importance of advertising with value-adding insights and innovative ideas. A part of the said event is the recognition of students in five Public Service Announcement categories namely: Print, Radio, TV, Campaign and Digital. For the


digital category, UP AdCore was able to bag 2 awards namely Students’ Choice Award and Values Advertising Award both under the belt of Bawas Bisyo Bill. The UP School of Business Student Council began a new tradition called the “League of Excellence” – the first ever awards show for all CBA-based organizations. Over 20 awards of different categories were given to the winners, and UP AdCore bagged 6 of them including: Best Recruitment Campaign (Everyone is Creative, AdDition 8.1), Best Academic Event (Teenspeak 2013: Let your hair UP!), Best Event Promotions (University Job Fair 2014: #YourSuccessStory), Best Executive Committee, Org Leadership Award (For AdCore’s President Jedo Enriquez) and Org of the Year AY 2013 – 2014. Wireless telecommunications leader Smart Communications Inc. (Smart) hosted the “League of Leaders” – a search for the top 10 university student organizations in Metro Manila that empower student groups with skills, knowledge and resources. The competition of over 30 organizations was further narrowed down by a campaign pitch challenge that was judged based on the groups’ analysis, creativity, innovation and actual presentation. Representing UP AdCore were Jedo Enriquez, Daniella Adriano and Gale Griego. AdCore eventually went home with a cash prize of P200,000 as operational cash fund, ZTE Pocket Wifi for one school year, and a ZAP tag for each member. Indeed in UP Advertising Core, excellence is not only marked its numerous accolades but also by the positive reinforcement it gives to the whole community. True to our core values, “In AdCore, Steadfast Excellence isn’t just a goal, but a value we take to heart in all our projects.” Sam Tamayo


q ual i t y v id e o s o n a bud g e t

Quality > Quantity shooting on a budget

All Oscar-winning movies once started small. They had their humble beginnings, but with the hard work and passion of the teams behind them, these movies emerged from the pack and distinguished themselves. In UP, there is such an organization that cultivates the love for film and its universality. Though barely 3 years old, the Filmmakers’ Guild of the University of the Philippines (FGUP) has already had one of its works selected in the Sacramento International Film Festival (SFF) and the Student Film Festival University of the Philippines (STUFF UP) 2013. This is Shadow Play, “a psychological thriller about an ability called psychometry, which lets its user see the history of a person through contact”, according to FGUP. As with most student organizations, FGUP’s budget is relatively small compared to professional production houses. FGUP’s founders Bernard Mercado and Gianco Ante tell us about how they worked with what they had and still created quality films that are worth watching. Maisie Joven Juiceletter: Based on your experience, how much is the budget for the usual photoshoot or videoshoot? Mercado: FGUP works with extremely minimal budget (this is also given the fact that we provide our own equipment), but we maintain high quality in the productions. In some shoots, we have member Co-producers who help us with the funds, but it mostly takes us around P1,000 to P2,000. The bulk of the budget is spent on Production Design and food for the actors. Sometimes, however, it is really better to work with more budget, though I encourage that the party involved maximize that to good use. J: What are your works aside from Shadow Play? Can you tell us your story on how you managed your budget while retaining the quality of your films? M: We have Death by Shadows, the sequel of Shadow Play, now available for online viewing. We also have video documentations and related projects of some events. FGUP also works in an emulation of a production system, so we have productions as our major projects; currently we have four greenlit short films, and you should watch out for Mercado (me) and Ante’s next collaboration in Mortem.

J: What are the basic elements of a photoshoot or videoshoot? Ante: The first thing you’ll need is a DSLR. We normally use a Canon 600D plus an 18-55mm kit lens and a 50mm prime. The next thing is lighting. A two-point lighting setup (key light and fill light) is usually sufficient for most situations but a three-point lighting setup (key light, fill light, and backlight) is also welcome. A reflector or two can also be helpful as well as a diffuser. For other equipment, a good sturdy tripod is also a must. All these elements are also applicable in video shoots. You’ll need additional equipment depending on the situation such as a camera stabilizer like a Glidecam, a slider, and an audio recorder such as the Zoom H4N preferably with an external microphone. J: What are the cheaper alternatives for typical photography equipment? How do we maximize their use? A: A big Styrofoam board can be used as a reflector instead of buying an actual one from a photography store. A free downloadable firmware called Magic Lantern can be installed on some Canon DSLRs and add new settings such as an intervalometer (for time lapse), color temperature control, and more without having to buy a new camera.

It mostly depends on the skill set of our members. A great director, cast, and crew can make a great film even with a minimal budget when they know how to make it work given the limitations. That is exactly what we’re doing.

One doesn’t need expensive equipment to create a good movie. Creativity and resourcefulness is key. For FGUP, this is definitely a good start. Who knows? Someday, they might be able to produce an Oscar-worthy film.


ad list Vi r al Ca tchphrases

You’d be hard-pressed to find someone who hasn’t heard this line. Since this McDonald’s commercial aired, people often are quick to add the simple statement to the end of compliments like “Wow, na-perfect mo yung exam,” to “Uyy, naka-dress siya today.” The premise of the commercial is simple: find anything positive or new in a person, and you can turn it into a reason to celebrate. What’s new about the ad is that it points out that you can compliment people for little things and congratulate them for little celebrations. Aside from being attractively simple, “Pa-cheeseburger ka naman!” also reflects the Filipino habit of asking for things for free, and banks on the already existing “pagpapalibre” culture. “Pa-cheeseburger ka naman!” is in essence a twist on “Magpa-blowout ka naman!” that revolutionized the way we find reasons for celebration (or to simply put it, reasons to get free food).


Remember when “Sobrang sweet!” was the only thing you could say to two persons caught showing affection to each other? That was all we had in our teasing arsenal until Greenwich aired its series of “Sobrang cheesy talaga!” commercials to launch their Cheesy Campaign that advertised their Overloaded Xtreme Cheese Pizzas. This series of commercials show romances and bromances uncovered by their kabarkada-s, who tease them with “Sobrang cheesy talaga!” instead of the usual “Sobrang sweet naman!” Since then, in teasing both established couples and those who insist they are “just friends” the line has really gained currency.

all photos writer’s screen caps from

A huge chunk of TV air time in the Philippines is dedicated to advertising. Because of this, it’s very easy for us to memorize jingles, dances and lengthy dialogues even without meaning to. Advertising has profound effects on pop culture and some lines from advertising go on to become universally understood expressions. These expressions remain in use long after the commercials where they’re from stop airing. Here are some of these lines that you must have said or heard that have become a part of our daily lives. Denise A. Valdez

Telly Bernardo, 1980s Aspac Advertising, 2009 If you were born in the 90s or later, you might have known about the Mukhasim facial expression before learning that it was from an early 80s Datu Puti commercial featuring the comedian Pugak. Mukhasim’s success is evident in the fact that up to now, it is still used in many of Datu Puti commercials featuring celebrities and ordinary people doing their own Mukhasim face. Mukhasim is attention-grabbing because it is unique in showing the sour, contorted faces of celebrities rather than just their regular flawless selves. Because of its uniqueness compared to commercials showing only beautiful angles of their talents, their commercials have caught attention from the viewers who themselves honestly do the Mukhasim facial expression as well. Because of this Datu Puti ad, every time one does this facial expression, it is expected that someone from the crowd might say, “Mukhasim!”

It’s easy to remember commercial lines when they were used in funny situations in the ad. But there are times when it’s not the use of the line in the story, but rather the person who said it, that makes the catchphrase memorable. Manny Pacquiao’s “You know?” and “Now you know!” are two great examples of this. In his Vitwater commercial, Manny talks about how he finds Vitwater better than water, adding the phrase “You know,” at the end of his sentences with his hard-to-miss Visayan accent. He ends the ad by saying “Now you know,” still, with his trademark accent. The line itself doesn’t say much about Vitwater, but because of Pacquiao, it has become a laughable line that people randomly insert in their sentences.

Lowe Philippines, 2010

all photos writer’s screen caps from

Leo Burnett Manila, 2013

“Hanggang saan aabot ang 20 Pesos mo?” is a series of commercials by Cornetto illustrating what exactly you can afford with P20. The guy tries to buy a variety of things that are worth much more than P20. However, instead of not getting anything at all, he is always given a ridiculous downgrade. The ads all end with the phrase “Mag-Cornetto ka na lang!” One of the most memorable in the series is where the main character tries to get into a club with P20, and the bouncer instead takes out his flashlight for him to mimic club lights, and mumbles “Tugs, tugs, tugs,” to resemble club music. Because of this ridiculously exaggerated downgrade, the line “Tugs, tugs,” has become an alternative way of referring to parties, celebrations, or club-hopping.

McDonald’s is known for their feel-good commercials that use very real characters and situations. “Konti lang.” features a man and his older brother with Down syndrome as they share breakfast, and the older brother shares love advice. The commercial went viral along with the phrase “Konti lang” (with matching hand gesture) which was the advice the older brother gave on how to smile to your crush. But when this phrase was turned to an expression, it was used differently; it became a possible response to yes-no questions which aren’t necessarily answerable by “Konti lang.” Weird as it may seem, this commercial has made it possible to answer “Aalis ka ba mamaya?” with “Konti lang.”


ad brand n e s ca fe

nescafe Making Moments

We’ve all depended on that cheap, but effective pack of instant coffee when time and money weren’t exactly on our side. This is especially true during unforgiving “hell week”, where coffee becomes the lifeblood of students. Nescafe is one of those brands that has become so big that it replaces the word “coffee” when we go shopping. Let’s face it, Nescafe is so ubiquitous we’ve all had the “One Moment, One Nescafe” song stuck in our heads at least once. Nescafe takes pride in having coffee “specially roasted for you”. They hold everything from classic coffee beans to 3-in-1 decafs, from premium to ready-to-drink. Whichever line of coffee they may be advertising, Nescafe always makes it a point to highlight the celebration of small everyday moments which are made even better with the coffee in the iconic red mug. With these “little everyday moments” in mind, Nescafe Philippines’ adverts incorporate a dash of Filipino culture that makes their campaigns all the more relatable. A lot of their campaigns highlight specific Filipino traits: their “Why Not?” (better known as “Bawal Bawal Ka Diyan”) commercial concentrated on Filipino superstitions; one of their most popular campaigns, “Para Kanino Ka Bumabangon?” shows regular Filipinos working in extraordinary ways. Nescafe Philippines truly tailors its campaigns for the Filipino coffee drinker. Nescafe, under Nestle, was introduced in Switzerland in 1938. Nescafe has since expanded to worldwide markets, with the Philippines as one of its largest branches, being the only country in which Nescafe markets 3-in-1 coffee. Bingbong Austria, Pauline Claire Macaraeg, Shea Martinez


Let’s walk further down the memory lane, shall we? In this 37-year-old advertisement, it is apparent how Nescafe has always been spot on in tickling its audience’s minds and interests.


This early advertisement, although made with basic editing techniques, still gets it message across pretty clearly: a simple cup of Nescafe coffee can get you more out of living and more out of life.





Here, Nescafe invites us to try a different way of drinking coffee—by drinking it cold. Iced coffee is both delicious and refreshing: the perfect way to beat the heat.


Whenever we hear the word “coffee,” often what comes to mind is the image of a steaming hot cup of rich and flavorful liquid caffeine. While this is a perfectly good way to enjoy coffee, it isn’t always the most appropriate, especially given the sweltering summer heat in the Philippines.


lassic reggae

all photos writers’ screen caps from

Set in a crowded cafeteria, a young couple orders a cup of coffee each. After they receive their orders, the video then transitions to show the man enjoying a round of polo, a sport often reserved for the affluent.

sunshine 2007

This is the ad that made us all wish we woke up each morning like Bamboo. Set to a catchy jingle, this ad features how Bamboo sets out to experience the spectacular and psychedelic world (complete with airplanes and zoo animals) outside after his first sip of coffee. Bamboo heads back inside, and in a surprise twist, knocks down the walls of his psychedelic house and emerges on a concert stage. This advertisement just shows how every morning is a new beginning that should be welcomed with a smile. It shows how a simple cup of coffee can spice up your day and give you the positive outlook in life you need to get out and live.


Nescafe 70th Anniversary 70 Years na Kapihan, Tuloy ang Kwentuhan Nescafe has been a part of the little moments that make up our lives—from a student pulling off an all-nighter, to an office worker enjoying her coffee break, to the taxi drivers spending their idle hours exchanging gossip. In its 70th year, Nescafe released this TVC, which makes a promise that Nescafe will remain a part of our stories, untold and unwritten, for years to come.

2008 When we enter unfamiliar territory like college, we can’t help but feel alien to the environment. This is exactly what this Nescafe advertisement wants to address. Set on a college campus, a young man finds himself in a cafeteria filled with aliens. Despite the apparent differences, he finds one common connection with them—the familiar mix of a Nescafe cup. The advertisement shows how being in a different world can be made easy by sharing this familiar mix and building an instant connection.


all photos writers’ screen caps from

This commercial also pokes the creative and hyperactive minds of the youth by engaging their senses with the colourful and spectacular forms of what they perceive as “aliens.” It portrays how creatures from the unknown can be just as agreeable as normal people—and, in this sense, as the common college students.

Imagine you were cast away to an unknown island, with unknown people doing their unknown customs. How do you break the ice? This 2009 Nescafe advertisement sends out a message promoting solidarity and highlighting the iconic Filipino value that is “bayanihan.” With rhythmic drums and a catchy song in the background, the advertisement will make you dance in your seat while showing different cultures and tastes blended into one harmonious mix. This is much like the refreshing output produced by mixing the Nescafe Classic powdered coffee with water and ice—an uncommon combination at first, but as the commercial showed, it’s one that can make everyone enjoy and have a good time.




ad brand n e s ca fe 2009

“Balikan ang pinanggalingan.” Batanes, the place it features, is known to be the one place in the Philippines that is frequently hit by storms year in and year out. In this commercial, Nescafe highlights the importance of knowing one’s roots and never forgetting them even after all the storms have passed.


The advertisement also shows how a warm cup of Nescafe coffee can offset the chills of the stone-cold walls of houses in Batanes. By utilizing a light attack on the hardships dealt by the people there and by featuring the beautiful Ivatan language, the commercial shows a mature and artistic view on the humble yet rich culture shared by the diverse Filipino civilizations.

2009 This commercial shows the amount of work and attention to detail that making Nescafe coffee grounds entails. We are shown that only the best quality beans are chosen, washed, and carefully roasted until just right. Nescafe expresses its love for its consumers by ensuring that they get only the best that Nescafe can offer.

maestro l Ba


Why Not? Aba Bawa

wal Ka Dyan

Being “mapamahiin” is considered a unique aspect of Filipino culture. We frequently hear our lolos and lolas say things like “Sweeping at night brushes away good fortune,” or “Cutting your nails in the evening is bad luck,” and these sayings have been passed on from generation to generation. In this commercial, Nescafe takes a playful jab at peculiar Filipino mannerisms, as well as the concept of “bawal” that is inherent in so many old superstitions. In the process, it debunks the idea that drinking coffee at night will result in sleeplessness. Morning isn’t the only time you can drink coffee, and because Nescafe decaf contains no caffeine and consumers are free to enjoy its flavor without worrying about getting no sleep.


all photos writers’ screen caps from


The TVC’s send out a simple, but powerful message by putting the viewers in the shoes of the extraordinary “ordinary people”—a traffic enforcer, a construction worker, and a teacher, to name a few—to remind us that the simple act of getting up from bed is the first step in making a difference in other’s lives.


Many people would agree that waking up in the morning is one of the hardest things to do. Leaving the warm cocoon of your blanket and the soft embrace of your pillows sometimes feels like a herculean task, especially when you think about the mountain of work and stress you have ahead of you. But Nescafe’s “Para Kanino Ka Bumabangon?” which is arguably one of its bestknown campaigns in the Philippines, aims to turn that kind of thinking around.




para kanino ka bum




good morning sa i

“Good morning sa inyo! Sweet and mild ang kasama ko!” Do these words have a familiar ring? These are the lyrics to a popular jingle released by Nescafe in 2011, and you would be hard pressed to find anyone who doesn’t know the tune to this song. In fact, it’s infamous for spurring a lot of unwanted last song syndromes. Love it or hate it, though, you have to admit that the commercial has great recall value. In keeping with the theme of starting your day right, the commercial features a young woman greeting the audience with a short but lively song and dance number, showing that Nescafe is right there with you to celebrate a good morning.


G ia


e d g a r (Earth Defendin


Auto R

One of Nescafe’s more recent marketing gimmicks includes this viral online video which is reminiscent of Japanese sentai anime such as Voltes V and Daimos. Featured in the commercial are internet and TV personality Ramon Bautista, who plays the evil invader, cosplay star Mayumi Gomez as the space princess in distress, and the band Parokya ni Edgar, as the squadron tasked to defend the Earth.


According to the consumer marketing manager of Nescafe 3-in-1, Pearl Ponce, they were banking on both humor and nostalgia to connect to the youth, their target market. Indeed, the video is an interesting amalgam of absurdity and wittiness, with an appreciative nod to those well-loved shows that is hard to miss.



Who doesn’t know the Robin and Daniel Padilla?

all photos writers’ screen caps from

In this advertisement, these two bad boys compare the classic Nescafe coffee to the classic traits of Filipinos. Red mugs of coffee in hand, they answer the question: what makes us different from the other cultures all over the world? It plays on the premise that we, Filipinos, find time to wake up each morning with a smile because of our prevailing solidarity, beliefs, and inspirations. It asserts the Filipinos’ values to be dominant (or, in their words, “nangingibabaw”) among the rest. And just like that, they also show how the taste of Nescafe is also “nangingibabaw”—whether it is in a strong, light, or decaffeinated mix. Here, Nescafe highlights the distinctive taste of their product, while alluding to the characteristics of Filipinos at the same time.


ad mark Gi n o Bor ro meo

Gino Borromeo

A c oll e c t or o f e x p e r i e n c e s

Even on its own, the word strategy has an unshakeable militaristic feel to it, and it seems to follow that a person heading strategic planning would be a no-nonsense, cold, aggressive leader ready to lead a platoon of troops into war. Gino was none of those things. If anything, he was the polar opposite. He was cheery, gracious, and so predisposed


to smiling that the prominent single dimple on his right cheek was rarely out of sight. He apologized for being late, and said he had just gotten out of a meeting with a client. Despite this, he was all smiles. He spoke in a clear singing timbre and punctuated his sentences with occasional laughter which reverberated throughout the room. If he was tired or stressed, he hid it very well. When the interview proper started however, it was much easier to see him as a strategic planner. He answered questions in a spontaneous, but organized manner. Rather than leave us to piece together his thoughts, or follow a trail of bread crumbs, he’d guide us through his answers by carefully breaking up his responses into well-elaborated items in impressively

illustration paul gilbert castro

Gino Borromeo entered the room in a crisp white polo, dark blue pants, a bright cyan belt, and white-ish shoes with equally bright cyan soles. Judging from the quirky get-up, it was not hard to see him as someone in creatives, rather than the head of strategy for McCann Worldgroup Philippines, the largest marketing communications agency in the archipelago.

thought-out lists. He was not one to beat around the bush, or get lost in his own ideas. Rather, he’d occasionally pause to sort out his thoughts, or find the most precise word to get a point across. In essence, as chief planning officer, Gino applies creativity to solve business problems. “I’m a problem solver”, he says. For him no two days are really quite alike, but he typically spends his time listening to client’s problems (“Like a guidance counsellor”, he added), coming up with solutions with his team, selling the suggestions, and working with creatives. The challenge of working in a creative industry is that you have to keep churning out great ideas, and more often than not, you feel stuck— like everything has already been done before. Gino’s approach to creativity isn’t rocket science. It’s really just about exposing yourself to as many interesting ideas as possible like information from books, magazines, TV shows, conversations on the street, photographs— anything and everything really , then letting your subconscious do the rest.

illustration janina guerrero

“At some point your subconscious is connecting all these things—when you need it, it’s there. So what people think is that spark of genius actually came from having a lot of stuff in your brain.” he says. Because of this, he believes in being “a collector of experiences”. One of the odd gems in his collection was a serendipitous experience during a long walk in the streets of Cambodia.

“I was there for a project for beer, but I just felt like ‘I want to see this country. I want to go around.’ So I walked around. I had no idea where I was—I was lost, and this was before the days of GPS and iPhones. So I was passing this street then I got invited by this group of drinkers. They were drinking beer and eating beetles—as in salaguba. It was their pulutan. So we ended up spending four hours just drinking beer and having beetles— the beetles were terrible. It was one of the most interesting experiences I had in my life. I couldn’t understand a word they were saying, but yeah masaya kami.” It’s little things like this that endear Gino most to the industry.

“You think you know everything then every day you learn something new that you didn’t know yesterday. It’s a surprising thing for me because you think you’ve seen it all doing different brands, different markets, different categories, but there’s always something new whether it’s from the man on the street, science, research. Where else do you get paid to learn something new every day? I think that’s amazing.” In search of the Truth well told, Gino has sought out a life well lived. An impressive run working in Singapore with Saatchi & Saatchi, and JWT taught him to be attuned to cultural differences like religion and beliefs. “You need to start understanding why people are saying what they’re saying. Because for example, if


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you’re working in India and they raise their voice, you might think it’s because they’re angry, but they’re not. They’re just passionate about what they’re saying. If you take it the wrong way, you’re going to get hurt thinking ‘Why are they shouting at me?’”. Aside from that, during his stint in Singapore, he was challenged to think of ideas that would work for multiple countries. Nowadays, he’s mostly thinking up ideas for the Philippine market. A fairly recent example is Coke’s OFW project, a heart-warming viral internet sensation that went global and was unanimously voted as the Best of Show out of over 600 other entries in the Asia Pacific Digital Media Awards. “We didn’t think it was going to go all around the world and make people cry. We just thought ‘Oh maybe some Filipinos will like it. Maybe it will win an award somewhere.’ We never thought that foreigners around the world would remember Filipinos for that film.” Even then, Gino refuses to see the OFW project, or any other campaign, as his greatest success so far. “I’d like to think that hasn’t happened yet, because if you think that’s the greatest, you’ll never exceed that. I like to keep myself honest by saying maybe I can do better. Maybe the best is yet to come.” he says. His advice to those who want to get into advertising is simple:

looks for things that don’t make sense to him because he believes “The most exciting ideas are the ones that have tension. They just don’t make sense.” As a consummate people watcher he often finds himself eavesdropping on conversations, looking into body language, and inventing stories for people in coffee shops. He describes it as a set of habits that he really can’t turn off—not even when he’s around friends. The best way to prepare for a creative career is to really just live an interesting life. “The more interesting you are, the more interesting your life is, the more interesting your ideas will likely be.” he says. It helps to have your own experiences to draw from that you could inject into your work because truly original ideas are rare if not non-existent. If you leave a piece of yourself in your work, you can make it your work authentic, and really own it. Apart from this, Gino believes you can learn so much more from the real world than from keeping your head buried in books, or being perpetually online. Simply put, “Life is bigger than Thought Catalogue and Buzzfeed.” he says. In Gino’s books, certain habits coupled with work ethic can go a long way. Once again he emphasized the importance of beginning the creative process long before you’re faced with a problem by being both a keen observer and active participant of the world around you. “Stuff happens by accident.

“Be Curious. Don’t judge. We tend to get attracted to what we like, but if you’re serious about nurturing your You can’t plan creativity, creativity just absorb everything but you can prepare for it. even if it doesn’t make sense to you. ” he says. He makes it a point to make time Ask ‘Why are they doing that?’” to think—as in, he really blocks it off in his Gino’s greatest teacher is essentially the world and the people around him. Rather than shy away from what he doesn’t understand, he


calendar, and gives his mind the breathing space needed to think of solutions. To manage the wealth of information he gathers, he writes individual ideas on paper or Post-Its then groups related ideas together until a story


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emerges. He says that the myth of advertising is that it’s messy and you pluck ideas out of thin air, but he maintains that if you keep your work life in order, you’ll probably come up with ideas significantly faster. Having creative talent helps but he says

“Hard work will beat talent any day— maybe not at the start, but eventually.” He comments however that it pays to have a little patience in climbing the ranks. He says the youth today know they’re good, and want positions and power now. He warns however that “You can have the money and the title now, but if you don’t grow yourself properly, you won’t have the skills you need to succeed in the future.” As with all things, he adds that humility is key: “Never think that you’re the best, or the hottest. Never think that you know it all. Because for sure someone out there is working harder than you, is more talented than you.” Interestingly, Gino didn’t fall in love with advertising immediately. For his first five years in advertising, he was stuck in a love-hate relationship with it. He’d love the diverse set of characters he’d get to meet and work with, and how the work is always new and exciting, but, he’d hate the hours, the endless stress and the constant feelings of doubt. Finding out if the industry is for you is just that—it’s something you have to discover for yourself. But as a rule of thumb Gino says, it shouldn’t feel like work, or a chore. Being a bad fit in the industry doesn’t mean you lack talent—sometimes it just means that the industry doesn’t value what you value. At the end of the day,

“You should go into something that allows you to be yourself most completely.”

If you want to survive, thrive and succeed in a high-pressure job like advertising, Gino believes you need three things—optimism, tenacity and a sense of humor. Advertising is a business where you’re going to get rejected a lot more than you’re going to get approved. You have to be the type of person who can go back to client and convince him to buy an idea when you’ve been refused nine times before. Optimism is important because the doubt and insecurity doesn’t go away when you become more senior or experienced you are. Gino says the biggest hurdle in his career is something he faces daily—that is, wrestling with feelings of doubt and inadequacy. Tenacity matters because a lot of the time you’ll feel like you’re stuck, you can’t do any better, and that “you just want to roll over and die”, but you have to find it in yourself to stay with it and push yourself. Last but not the least, is a sense of humor. “ If you take the job too seriously, it will consume you.” he says. A sense of humor will keep you balanced, keep you appreciating what you have and keep you sane in general. One of the things Gino loves most is the fact that every once in a while, advertising goes beyond just selling things. Every now and then you get the chance to make life better for someone, or inspire a person to be better. There will always be skeptics when it comes to the goodness of advertising, but it’s easier to believe in this opportunity to do good when you hear it from someone as passionate about the industry as Gino. In his own words,

“There’s so much influence in advertising, and if you wield it properly it’s such a powerful thing. It’s a great opportunity to give back and do something good for the world.” Bela Cruz


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You’ve probably already seen clever ads which promote environment preservation, but saying is totally different from doing. When advertising goes beyond merely promoting a brand or communicating a message, and actually starts to doing something concrete that speaks the message you have great advertising. Too often brands focus on what they’re saying and forget to show their message in what they’re doing. Here are five eco-friendly ads from around the world that show a good balance of both saying and doing. Denise A. Valdez

Volkswagen Polo Trash Bins Smart advertising is when an ad is not just merely making your audience understand your message, but also encouraging the audience to be part of the message. When you create awareness for your brand and at the same time awareness for you environmental advocacy, you have a smart eco-friendly ad. This is what Doyle Dane Bernbach (DDB) was able to do when they advertised the new Volkswagen Polo. To highlight that the car is made of 95% recycled materials, they used segregated garbage bins and assigned the ‘Recyclables’ bin to Volkswagen. This strategy does not only advertise the new Volkswagen Polo, but also promotes proper waste disposal.



Boysen KNOxOUT Project: EDSA KNOxOUT paint is a product of Boysen Paints Philippines that cleans the air by getting rid of NOx emissions. To advertise this new innovation, they launched Project: EDSA (Everyone Deserves Safe Air), a campaign for a Pollution-free Philippines. With the support of the Metropolitan Manila Development Authority (MMDA), the team composed of artists painted largescale murals in selected dense locations along EDSA. With this, they were able to successfully advertise their latest product, and at the same time reduce the pollution in some of the most polluted areas of the Philippines.

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Levi’s Eco Tags

Levi’s Eco Tags McDonald’s Fresh Salads Billboard One Beach

In relation to Levi’s new line of eco-friendly, 100% organic and waste-less jeans, Levi’s decided to take their environmental advocacy even further by going green with their “eco” tags. With the help of Bartle Bogle Hegarty, Asia-Pacific, Singapore (BBH Asia Pacific), they made the tags that come with their Eco-Jeans “plant-able”. The biodegradable eco tags contain real plant seeds. You can grow a plant by simply scrunching, watering, and eventually planting the eco tag.

McDonald’s Fresh Salads Billboard McDonald’s along with Leo Burnett Chicago Illinois, USA, also created an eco-friendly billboard in Wrigley Field in Chicago to promote their line of salads. Sixteen varieties of lettuce in their salads were planted on a plain billboard. Eventually, the seeds grew to spell “FRESH SALADS.” In effect, McDonald’s grew an actual mini lettuce garden on a billboard without setting aside the promotion of McDonald’s salad—a great example of going beyond just saying.

One Beach Trash Mosaic In 2011, Barefoot Wine, a wine company, in partnership with Surfrider Foundation produced “One Beach”, a Jason Baffa film about artists who support cleaning beaches around the world. To promote the film, BBDO San Francisco created a large movie poster in Venice Beach, California made entirely out of 18,000 pieces of trash collected along the coasts of various beaches in Southern California. With this, they did not only promote the movie, but also promoted beach cleanups by directly lessening beach trash. The trash mosaic exemplified Barefoot Wine’s advocacy of keeping beaches “barefoot friendly”.


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The Advertising Toolkit An Advertiser’s Guide to Meetings, Brainstorming and Ideation” Contrary to popular belief, the industry of advertising is a tough field to plow. In order to survive and thrive, one must constantly nurture and cultivate fresh ideas. With so many ways to go about things, it’s hard to know where to begin. Coming up with great ideas truly is easier said than done. If you find yourself in a rut, try following the advice of the pros. We gathered some tips and insights from some of the best and brightest in the ad world that are sure to help you reach that eureka moment. Bingbong Austria, Pauline Claire Macaraeg, Shea Martinez

EUGENE DEMATA Each and every year the community of the advertising world grows as more and more people get enticed by the industry, and utilize their skills in the field. Given this, how can an individual sell his output and outshine the rest? Mr. Eugene Demata, Executive Creative Director of DM9JaymeSyfu, shares the following: 1. Treat the product as a hero. No matter what creative output you produce, you should bear in mind that your product is and should always be the star of your work. Consider any other detail as a minor one, and never let any minor feature overshadow the product you’re trying to sell. 2. Work within given mandatories. Although the creativity of an advertisement would seem to solely depend on you as the creator, never forget that there are some guidelines you have to follow, especially the ones laid out to you by the owners of the product and by your supervisor as well. Always remember to be careful about what you create, but also don’t let the pressure of these rules to dominate your power to create and tweak things artistically. As what Mr. Demata says, “’Wag tayong matatakot doon sa mandatory.” 3. Think, think, think. Nothing good ever comes if you don’t think. Mr. Demata gives two very contrasting examples of this, either of which is applicable depending on your own personality. One is a phrase we probably have all heard before: “think


outside the box.” He cites one of the biggest names in Philippine advertising, Mr. Melvin Mangada, in explaining this statement. Mr. Mangada’s works include advertisements for AyalaLand, and is also known for his artsy-fabulous style. He says this is an example of thinking outside the box, by giving his creations a new and fresh attack that is not obvious and more decorative, but is still appealing nonetheless. The other is its opposite: “think inside the box,” a less-known catchphrase to live by according to him. In explaining this, he refers to one of his colleagues and mentors, Mr. Mario Monteagudo. In contrast with Mr. Mangada, Mr. Monteagudo’s works are more neat and minimalistic. He describes this as the “clean macho art” style, pointing out how the best way to advertise is sometimes already there in the product itself. In cases like this, an marketer need not elaborated further. 4. Think like your creative idol. “What would_______ do?” Mr. Demata urges everyone to look up to someone already successful in the field to serve as inspirations. Let’s face it: good creative juices don’t come all the time. So the best thing to do is to put your mindset to that of your idol, to help you keep going. 5. Stay hungry. As what Marcelo Serpa said, “Quantity leads to quality.” So don’t just settle with what you already have, because there is so much more that you can explore beyond your present capabilities. As what Mr. Demata says, “Keep digging.”

KAT GOMEZ-LIMCHOC “Expose yourself to great work. Find an idol.”, Kat GomezLimchoc of Black Pencil Manila advises. Take a look at the geniuses of advertising, the winners of ad festivals like Cannes and find out what it is about their work that makes them so impactful. It’s the same with literature or art. Absorbing what you see, hear and read from the greats and emulating these will definitely influence your creative output. “Make it look pretty. Make me want to look at it. Maybe even hang it on my wall.”, she says. Nowadays, with YouTube tutorials and the wealth of online material on photo and video editing software, there really is no excuse for ads with poor visual appeal. The key is to make your work stand out from the clutter so that people remember it and talk about it.

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On brainstorming, Ms. Kat had several tips for us. “Distil what you’re thinking about in one statement.”, she says. Sometimes you get so excited about an idea that it can be overwhelming to think about the multitude of ways that you

can execute it. However, you must always have a clear vision in mind about the message that you want your audience to hear. She says to be fun, silly, enjoy the process and be open to new ideas. Gathering different ideas from different people with different perspectives is part of what makes the advertising industry enjoyable, and you should always be willing to hear each other out. “It’s all about storytelling”, she adds. Tell stories that are intelligent and engaging. Finally, she leaves an inspiring message for those aspiring to work in advertising in the future: “You guys are actually going to enter the industry at a wonderful time. You guys can really make a difference and do things that have never been done, things that will affect the world. Let’s think big, let’s think about creating real world impact. Let’s use our talent to change things.”


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According to Tolentino, it is important to get your audience actively participating. Engage them, seduce them, get them involved and get them talking positively about your brand. “People trust brands less and other people more. Brands tend to put themselves on a pedestal.”, he adds. He drives his point home further by showing statistics: in a group of people, 70% trust consumer opinions posted online. Only 47% trust paid television, magazine and print ads. Finally, a whopping 92% trust earned media (when people talk about you over different media platforms) over advertising. Self-awareness is also a key consideration when it comes to idea generation. You have to be aware of your brand’s position and relevance in people’s lives. Don’t expect people to suddenly be all abuzz about your brand if you’ve only just started. Take it one step at a time. “It’s like that saying: ‘Umarte nang naayon sa ganda’.”, Tolentino jokes. According to Tolentino, there are three basic ingredients in formulating effective ideas in advertising.


The first is a deep understanding of the target market. You need to dig deep to the core of emotions of your demographic. Recognize the underlying motivations behind their actions, their habits and their way of thinking – why they do what they do. The managing director likens the market to an onion, with lots of layers that you have to peel through. The second step is to use the insights you’ve found about the market, the brand itself, or the culture in which the market moves to establish a connection. “Ideas arise from the compelling connection between truths, brand and culture.”, Tolentino says. The insights that you gain will help form a bond between your brand and the target market that goes beyond the typical consumer-provider relationship. In this way, not only will people remember you more, they will also talk about you more positively, thus boosting your brand’s image. The third ingredient in creating a conversation is “storyability”. Tell a story that everyone can relate to, but do it in such a way that is fresh, interesting and addictive. Here, he uses Korean superstar Psy’s “Gangnam Style” as an example. The theme of the music video is about the glitz and glamor of celebrity life, something that ordinary people wonder about a lot. But the approach Psy used was so wacky, catchy and downright ridiculous that the video went viral, reaching almost 2 billion hits on YouTube.

“Art is just a small part of advertising. It’s not just about creating nice ads anymore. To be effective, you have to get into the conversation,” says Mr. Patrick Tolentino, managing director of Gasso.


Group Dynamics Ironically, a lot of effort goes into making an ad campaign look effortless. Every now and then, the layman will think, “I wonder how they came up with this” in appreciation, probably adding, “Talino naman niya!” But it isn’t a single person who comes up with a full ad campaign. It takes a collective effort in order to even begin to conceptualize how a campaign will turn out. The question then is: how do you have a meeting that makes magic?

illustration paul gilbert castro

It should be simple, really, having a meeting that will generate usable ideas. But in truth, just getting people to show up can be a bit difficult. It’s hard to have a meaning meeting without quorum. Starting on time is also key in getting the ball rolling, but that can be hindered by a large number of tardy attendees, especially on Filipino time. You can hardly be productive sitting around, looking at your phone, calling out “Malapit na siya!” every time one of the latecomers drops a text that really means he is only just leaving the house. If you’re in charge of the meeting, a good move would be to tell the rest of the team that the meeting is an hour earlier than you’ve actually planned. If you’re a member of the team, however, just don’t be late. Know how long you’ll have to travel to get to the meeting, and tell your team leader in advance if there is the slightest chance that you won’t be there on time. Make it a rule that you will only text “Malapit na” when you are within walking distance of the meeting place.

In an ideal work, team members would be early enough to engage in a little chitchat, some meaningless small talk that’ll get everyone comfortable. It helps if you aren’t just work colleagues, but actual friends. That way, when you actually begin talking work, people will feel more comfortable jumping in with their ideas. However, people should not be comfortable enough that they deviate from the agenda or talk down other people’s ideas. It should be an open environment, but when the meeting officially starts, it should be clear that you mean business. There should be a facilitator for the meeting in order to be productive; this is a given. The head should make sure that no one strays too far from the point, that everyone gets a chance to voice their opinions, and that everyone understands what exactly their agenda is. When members speak, their points should not be taken as separate and individual dots, but points which lie on a plane and hold some sort of relationship to one another. While they may not seem like related ideas on the surface, if they are functioning under the same goal given at the beginning of the meeting, there should be a pattern or relationship connection them.


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Meeting Chronicler with a

Bloggers are chroniclers of various things. Accounts of what people eat to what they carry in their pockets have already been written somewhere in the web, and new blogs spring up every day. Bloggers don’t only write about things--they also make videos, produce podcasts and eventually become the new celebrities we follow one post a time. Bloggers have not only caught the interest of us readers and followers but also the marketing departments of PR firms who see them as consumer influencers. From collaborations to ad placements blogs are becoming a new channel for increasing brand awareness and pushing forward companies’ promotional objectives. Join Juiceletter, as we go behind the scenes and discover what goes on with each blog post as we talk to the creator of Curtain Cape Chronicles, an up and coming fashion blog.

Despite his interest in fashion, it wasn’t always the content of his earlier blogs. Marc previously wrote about costume-play or cosplay, but later on decided to focus on fashion blogging, “I started full-blown cosplaying when I was in first year college; I was just really into anime that time. (I) started my fashion blog when I was in fourth year college.” He eventually decided to pursue his love for fashion and used Curtain Cape Chronicles as a way to document the evolution of his styling ideas and share his take on fashion. “I love anything vintage but I’m also a big fan of modern style so I made it a point to fuse both elements in the look of my blog.” Marc takes pride in his craft and ensures that all the elements come together. From shooting, editing and writing his content, Marc makes sure that his blog readers feel like they are flipping through the pages of an actual fashion magazine. Unknown to many, Curtain Cape Chronicles is actually run single-handedly by Marc. “My blog’s run by a one-man-team, but what’s good is that once I have the theme set in my mind, the styling, photo and presentation ideas just follow. The whole process of blogging is actually long.” Content is important, but networking is just as important. Marc makes sure to be present in different blogger events such as collection launches and bazaars. He also makes sure to be up-


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Curtain Cape Chronicles is the brain child of Marc Gabriel Angeles, a 19 year old graduate of the BS Economics program of UP Diliman. It serves as an avenue for Marc to live out his dream of being a magazine editor. Through his blog Marc, a bank employee by day, is able to share his take on fashion and the latest happenings in the industry to his readers. “I read magazines a lot and I sort of have this frustration of becoming a magazine editor especially for fashion magazines and so I saw blogging as a way for me to actually exercise my hobby of (free) writing and taking photos.”

to-date on other bloggers such as David Guison of, Tricia Gosingtian of blog. or more commonly of known as Tricia Will Go Places, Camille Co of and Robbie Becroft of He is also part of the Independent Fashion Bloggers, a network of fashion bloggers, that helps him extend his reach to a wider and more global audience. With all the perks of the job, bloggers aren’t spared from workplace issues, politics and dramas. Though Marc has received his own share of criticism and stereotyping being a male fashion blogger, he is relieved to not be involved in any issues at the moment, “I think it’s really inevitable for people to doubt guys that appreciate fashion in the first place. But all the people around me know that I enjoy dressing up and blogging is more of like taking my love for fashion to another level so I didn’t really care about what other people said. I’ve always believed that it’s good to be real. (Regarding issues) I’ve read a couple of blog post wars of fashion bloggers that even made it to online news. Sadly, when things get too personal, some people still choose to publish them online, which I think is not healthy. Some issues pertain to unreasonable costs a few bloggers charge for blogging about a brand’s products. I’m happy that I’m not involved in any of this drama.” Marc through Curtain Cape Chronicles continues to be a testament of being comfortable of who you are, “I’m comfortable with the outfits I wear and I’m proud to show them to everyone.” Not only did he catch his readers’ attention but he also found himself collaborating with the Rajo! X Milanos only 3 months since he started his blog. His post was one the top 3 winners in SM’s Milano Shoe contest. His efforts earned him an exclusive invite to a star-studded launch plus shoes from the collaboration project with Filipino top designer, Rajo Laurel. It’s interesting to see how far this one-man production team con blogger, who swears by his Nikon D5100 has gone. When asked if he has any advice for people who want to start earning from blogging, Mark says, “As cliché as it may sound, my advice would is to be passionate in what you do. Blogging must be something that you enjoy doing and it should reflect the real you. Being entrepreneurial while doing what you like would be a better thing in my opinion, but it wouldn’t be easy as well…reach out to a wider crowd by utilizing your network of friends or acquaintances and show the potential that you can blog professionally.” Laurie Lioanag You can read more about Marc of Curtain Cape Chronicles at


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av Every day, we UP students see colorful posters around the campus or on our Facebook news feeds. Perhaps you have already tried your hand in making one for your org, class, or campaign. These posters are part of what you call pubmats – short for publicity materials – which are commonly used to sell a product, promote an event, or for other commercial purposes. Aside from successfully capturing the attention of the audience and relaying its message, a good pubmat has a good design. Pubmats that are executed poorly just bother the viewer and are not going to be effective in relaying a message. So if you are a novice when it comes to design programs, how do you create simple yet effective pubmats? Juiceletter asked four of our outstanding Creatives managers in AdCore as well as a talented professor teaching Visual Communication in the College of Fine Arts. Maisie Joven

Nikko Pascua Creatives manager Nikko Pascua held a talk on design entitled “Of Multiply Accounts, Picas, Dingbats, and Hobbits” last February 21. He started off with the difference between art and design. “Art is open to different interpretations while design has a mindset and should have only one interpretation,” he says. That interpretation is the message you want your audience to get. Design should serve both form and function. He also mentioned that the three most useful programs when it comes to designing is Photoshop, Illustrator, and InDesign. Tips on color: To create color harmonies, use the color wheel and Illustrator’s color palette. Don’t get the direct complementary color of your chosen color as this may be an eyesore. Mute your colors by adding whites, blacks, or grays. Play with tints (lighter side of hue) and shades (darker side of hue). Tips on layout: On a poster, signatures should be placed at the top, headline and subheadline in the middle, and action elements at the

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bottom. The signatures are the logos of the event hosts. The action elements are the details which include time, date, and location. The size of the subheadline and action elements should only be 1/3 of the headline size. Use a grid (can be found in InDesign) to align, position, and put proper spacing between elements. Export your final design as PDF. Tips on text: Employ proper kerning (spacing between letters) and tracking (spacing between words). Use serif fonts for body texts, all caps sans serif fonts for headlines, script fonts if your message is personal, and italicized if you are whispering. You should only use a maximum of 2 fonts. As for the font size, Nikko emphasizes, “Dapat 6 feet away nababasa na.” To make your text talk to the audience effectively, you should first research and know your market. Pet peeve: As Nikko says, “Ker ning. Utang na loob.”

Telle San Antonio

Carlos Quimpo

Creatives manager

Creatives manager

For Telle, one way of making your work better is by learning from others’ and your experience. “(Constructive) criticism is your best friend. Whenever somebody points out anything wrong with your design, try not to take it too seriously and make a better version of your design instead,” she says. Together with this, you should also learn to criticize the works of others. This means that you can identify what needs to be changed or improved and then you can criticize even your own work. “It’s important to remember that there’s plenty of room to grow.” Telle also recommends learning the keyboard shortcuts in Photoshop for easier navigation and usage. Pet peeve: misaligned elements and poor kerning

Professor Ruben de Jesus Professor, Visual Communication

The idea is significant for Prof. de Jesus. You must start with a concept and a message. “Concept before tool, not tool before the concept,” he says. What is your purpose? Who is your audience? He stresses on being single-minded. This means your pubmat should have one strong element. You can catch attention better if you avoid clutter. Also, use space efficiently. When it comes to font, Prof. de Jesus suggests you use one type only but play with its size, boldness, and color. “Different fonts,” he says, “have different personalities.” If there’s something that makes you uncomfortable or you feel that something is left hanging, your work isn’t done yet. Make sure that your elements don’t clash and everything falls comfortably. You, as a pubmat maker, should have a sense of design, symmetry, balance, and coordination. Pet peeves: Comic Sans, too much information on the pubmat, and over-editing and manipulation of models which distort our concept of beauty Even for a first-timer, good pubmats can be produced if one learns to balance the elements. To quote Prof. de Jesus, “Technology has to be used with discrimination, restraint, and proper judgment.” The key is to keep on practicing.

For illustrations on your pubmat, Carlos recommends using Illustrator. “It may be confusing at first, but it’ll pay off once you get used to it,” he says. He also highlights the advantages of some of the tools in Illustrator over those in other programs. “Making masks in Illustrator allows you to do non-destructive editing on your works. Tweaking the anchor points of a shape is also easier in Illustrator. The best part is everything is vectorized!” Colors are an important part of design. You may be simplistic in your choice of colors, just as long as they are “in line with the branding of the pubmat you’re making”. Carlos also suggests browsing the internet for websites such as Kuler ( for inspiration. Everything on your pubmat must be relevant. The physical design will not be effective if you don’t have a great idea. “Brainstorm with your teammates, read up on design inspirations, from magazines or the internet, or even take a 10-minute walk,” Carlos adds. Pet peeve: extracting the white background from logos

Tish Valenzuela Creatives manager

“What is the goal of this design?” This is the question every designer must ask, according to Tish. She further expounds, “A good designer always puts the design’s solutions first before the embellishments.” Tips on color: Make sure your colors are complementary. Use colors that are in line with the branding of your org. Tips on layout: Always use grids and be aware of the spacing of the elements on the pubmat. “Be consistent,” Tish says. Tips on text: Do not use more than two fonts, although three is already the absolute limit. Decorative fonts should not be used as they do not possess extreme legibility. Tish suggests “using a single font of different weights, such as Avant-Garde, Din, Gotham and Helvetica.” To add to your stack of knowledge on design, it is helpful to observe pubmats from various design eras and movements. This will also eventually improve your overall sense of design. Bear in mind that “a simple and well-executed design never shouts, but attracts and lures.” Pet peeves: butchering font effects in Photoshop, gradients, emboss, bevel, glitter effects and outer glow.


feat ures t ips a nd t ricks

Busting The

yth M Internship Finding an opportunity to apply what you've learned about marketing and creating effective campaigns can be quite rewarding but it can even mean more when you get to apply it in a live work place for actual clients. Internships provide just that experience to young students eager to learn and work along-side advertising professionals. This unique experience allows students to put into practice what they've learned, interact with some of the best talents in the industry and see how things are actually done in the real world. However exciting that may sound, classrooms are still different from the work place and the idea of internships tend to be hazy for students and ultimately discouraging them to go for that internship program they've been thinking off in the back of their heads. Join Juiceletter as we try to de-bunk four of the most common internship myths and get you started on finding that internship program for you. Laurie Lioanag

Internship Myth # 1

Internship Myth # 2

"I should look for internships that are directly related to my field of study."

Though most schools would have companies, industries and fields of work recommendations for their students, those things should be seen as a guide rather than restrictions. Go for something your passionate to learn about or would like to do in the future. Internships aren't always course-based. Ms. Lyca PunoRoa, Managing Editor of Preview Magazine says, "… In general, the course of an intern does not necessarily play a big role in his/her acceptance. However, he/she must be well versed in fashion and should always look presentable." Being relevant, interested and presentable is what an interns should always equip themselves with. The diversity also counts in the long run as several employers may see this as a sign of your broad area of expertise and skills.

"Interns don’t do any real work" Our agency insiders reveal to us that this is not always the case. The amount of work you’ll be doing depends on the culture and the internship program that the agency has prepared for you. Though some companies and firms will make you a coffee runner, there are also a good number of firms that will get you involved in planning and executing their campaigns. Talking to the HR Department of your chosen firm or agency is the first step to discovering what’s in store for you during your internship program. If you need more information, try talking to previous interns or searching online for other interns’ experiences. Don’t be afraid to share ideas with your supervisors. Though your ideas may not be picked, you should take the opportunity to connect with the people at agency and improve your own creative thinking process to prepare yourself for the real world.

Myth-busted! Half-Truth, Half-Legend!


Internship Myth # 3 "Internships in Ad Agencies are only for creative people with artistic abilities." Mr. Jojo Ayson, Managing Director of Ripple Effect Group Asia Pacific, DDB Philippines tells us that creatives isn't the only agency work around. Even if you don't know how to work your way around Photoshop to save your life, there is always a way to contribute. Agencies aren't limited to the visually creative side as well, interns are also much needed in the client-side, handling briefs and accounts and some may even have the opportunity help out in writing copies.Agencies also entrust a lot to their interns such as community management and brain storming, which are also vital roles. Agencies also have good use for people who are realistic and practical to help screen ideas to present to clients. Myth-busted!

Internship Myth # 4 "Internship equals future employment." Finally the most common myth of all, internships lead to full-time employment. Unfortunately, most interns don't get hired on the spot after their internship period for a lot of reasons. One of the most common reasons is the lack of full time positions available. Internships provide opportunities for students to network and meet people in the industry and actually have the opportunity to work with them. Though getting hired is an unlikely possibility, in can still happen. Employers will definitely notice hard work, bright ideas and maybe just offer a position after school. But if doesn't work out that way internships are still meaningful experiences and it all depends on what we make of them.

Ready to submit that resume and cover letter and experience agency life?Juiceletter has compiled a list of your ultimate agency destination in the Philippines, their works and their contact information for you! List of Ad Agencies 1 BBDO Guerrero Ortega / Proximity Philippines 11th Floor, Insular Life Building Ayala Avenue, Makati City Tel: 63 2 892 0701 Works and Clients: NUJP Closed Eyes - Winner at Kidlat Awards 2012 and AdFest 2012 BayanTel 's Lola Techie Department of Tourism It's More Fun in the Philippines Campaign Pantene - Labels Against Women How to Apply: Visit their office and drop your CV as well as your letter of intent addressed to Ms. Clariz Pascual, HR Manager. 2 JWT MANILA 7/F, Equitable Bank Tower 8751 Paseo De Roxas, Salcedo Village, Makati Tel: 63 2 864 8700 Works and Clients: NUJP Closed Eyes - Winner at Kidlat Awards 2012 and AdFest 2012 Manila Hotel - False Cover Campaign Department of Tourism It's More Fun in the Philippines Campaign How to Apply: Send you CV through

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feat ures t ips a nd t ricks List of Ad Agencies 3 DM9 JaymeSyfu 10F Salustiana D. Ty Tower 104 Paseo de Roxas cor. Perea St. Legaspi Village, Makati City Tel: 63 2 893 7407 Works and Client: Propan TLC Segunda Mana - Someone Else Needs More No to Mining in Palawan Campaign Tanduay Ice - Goodnight How to Apply: Walk-in application. Visit their office and drop your CV 4 Ace Saatchi & Saatchi 2296 Don Chino Roces Avenue, Pasong Tamo Extension, Kayamanan C, Makati City Tel: 63 2 857 4900 Works and Client: Cebuana Lhullier -Cebuana Remeet PLDT MyDSL - Screen age Love Story How to Apply: E-mail a letter of intent and your CV to HR Director Ms. Ellen Molina at

How to Apply: E-mail a letter of intent and your CV to HR & Administration Manager Ms. Janine Jayme at janine. 6 DDB Philippines 16F Two World Square #22 Upper McKinley Road McKinley Hill, Fort Bonifacio, Taguig City Tel: 63 2 856 7888 Works and Client: Duty Free Philippines Lipton Sparking How to Apply: E-mail a letter of intent and your CV to HR Department at

7 Lowe and Partners Philippines 15, 16, 17/F, Rufino Pacific Tower 6784 Ayala Avenue, Makati City Tel: 63 2 811 1111 Works and Client: Cornetto - Sarap ng 20 Campaign How to Apply: Call up 811-1111 and ask to be connected to their HR department for more details

5 CAMPAIGNS & GREY PHILIPPINES 2723 Sabio Street, Chino Roces Avenue Makati City Tel: 63 2 884 7398 Fax: 63 2 810 3854 Works and Client: Ligo Wyeth Philippines SM Supermalls


8 Publicis Manila 4th Floor, Herco Center, 114 Benavidez Street Legaspi Village, Makati City Tel: 63 2 812 5466 Works and Client: Fita How to Apply: Call up 812-5466 and ask to be connected to their HR department for more details

adcritique HOTEL SOGO


of Aral and Bonding

Hotel Sogo is a Japanese inspired hotel chain operating in different cities and provinces in the Philippines. Best known for its affordable rates, Hotel Sogo targets the masses by catering to their needs with a cheaper price tag which makes it more appropriate to call Sogo a motel. On a broader perspective, most have incorporated negative connotations whenever one is seen to be entering its premises – especially if the person is alone with someone of the opposite gender. Whether this mindset is influenced by one’s conservative thinking because of religion or a product of society’s collective belittlement towards the said company, this belief has negatively affected the overall image of Hotel Sogo. Perhaps, this is the main reason why it has trying to incorporate rebranding techniques within its systems. Late in 2013, the hotel has undergone major publicity changes as it began marketing itself in a distinct manner. By following the latest social trends, they have incorporated promotional advertisements that aim to improve their popularity. And once these publicity materials were released in the web, within a matter of days they were able to capture the netizens’ attention – myself included. When I first saw their latest publicity material with the caption, “Aral at bonding din ‘pag may time. It’s Sogo Time!”, I literally laughed out loud (no joke). In my opinion, it was a pathetic attempt to encourage people to go to Hotel Sogo. Wondering if I shared the same sentiment with others, I showed the picture to my brother and immediately his expression changed. He looked at me and said – “Seryoso ba sila? Anong klaseng ad yan?” Though admittedly I am not a fan of their scheme, I cannot help but feel fascinated as to how they were able to correlate Hotel Sogo with different news and trends. For example, during the time selfies were taking over practically all forms of social media, they launched an online competition “Selfie Na!” which

encourages their patrons to upload pictures of themselves inside the hotel. When the Deniece Cornejo and Vhong Navarro issue broke out, they decided to involve themselves by stating: “Ayoko dyan delikado! Sa Sogo nalang safe pa!” With the use of #HereAtHotelSogo and #ItsSogoTime, they have trended on Twitter on several occasions. Not only that, their advertisements also encourage people to read the Bible and study well – both to be done during one’s stay at Hotel Sogo. On top of all of these, inspirational quotes, history lessons, political opinions also flood their timeline. It’s very noticeable that they are going a little over the top, but the question still lies, what is the common denominator among all of these? Simple. The company basically relates itself with whatever is viral as of the moment, whether it is a national concern or a superficial entity. This style enables them to reach out to a wider audience thus gathering interest and disbelief at the same time. With captions deemed as unnecessary by some whilst entertaining by others, as a whole their campaign has been effective in attracting more attention from the crowd as the number of likes of their like page skyrocketed from 2,000 likes to over 16,000 in less than half a year. Statistically speaking, their most controversial posts have garnered the most number of likes and comments. In addition, most of the people expressed their fondness of their technique and even commended their obscure method. A bold and risky move by the management itself, the results of their innovative strategy are yet to be determined. As of now, we can say that they have increased their popularity even more. Though the number of likes, shares and retweets look good on social media, the real questions lies as to whether these digits are able to translate additional revenue on their financial statements. Sam Tamayo

The opinion of the writer does not reflect that of the magazine or UP AdCore.


Pulpy goodness a r twor k s

PULPY goodness

1 1 Viel Vidal “bawal” 2 Maggie Lee Chuy 2







3 Michelle barcenas “who run the world” 4 Carlos Quimpo “Keep refridgerated” 5 Ryan Carlo N. Dela Rosa “Longevity” 6 Kristine Querido “Anne” 7

7 Darren Daniell Acosta 8 Jason Maximo - fallingwater


Demystifying Creativity: April 2014 Juiceletter External Issue  
Demystifying Creativity: April 2014 Juiceletter External Issue