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Feb 2013 Second Semester AY 2012-2013

The official publication of UP Advertising Core



p resenting the











juice box letter from the editor | staffbox


“Change is the only constant.” – Heraclitus This line captures what Juiceletter wants to exemplify this semester. As you flip through the pages of this issue, you will find the overall theme being “change”—myth busting with a veteran ad man, looking back at advertisements that changed people’s perceptions, tips for job hunters and online savvy persons, and many more! It was very fun working with the theme provided that we also have to adhere to the organization’s year-long slogan: Ad Infinitum (endless). At a surface level, the two concepts seem contradictory but they can actually blend pretty well: an infinite change… towards improvement. Juiceletter is the premiere advertising magazine in UP and we want every issue to live up to that title. Thus, we visualized this very publication you are reading to be a milestone. True enough, this marks a couple of firsts for AdCore—first one-time big time release in a semester, first time to offer ad spaces. At times, it gets overwhelming to witness different transformations at such a rapid pace. But hey, since these changes are inevitable, why not take the time to feel and enjoy the ride? :)

Princess Sesuca Editor-In-Chief

editor-in-chief Princess Sesuca features editors Marianne Estioco Rizza Quinto Audrey Mendoza layout editor janina guerrero finance and corporate affairs manager Kimberly Ricasa human resource manager Rodina Cinco PUBLIC RELATIONS & PROMOTIONS MANAGER Therese Aseoche contributing photographer nikko pascua Interns Annazeth Nuque Hanna Gaminde Edward Santiago 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 the philippines, diliman. the juiceletter is the official publication of the organization.


contents AdCore updates 01 AdSchool 02 AdVenture 03 AdSpeak 04 AdHere 05 AdVocate 06 UPFront 07

Busting the Top Advertising Myths

02 AdVenture

19 LOL

Seasoned AdMan: Mr. Nate Dy-Liacco demystifies myths about advertising 09

The Real Deal on P.R. Juiceletter delves into the difference between P.R. and Advertising

15 Ads That Changed...


The Republic of Facebook A digital phenomenon dubbed as the world’s third largest country

adlist 11

Ads of Controversy A list of some shocking and outrageous local advertisements

21 Roots

around campus 19

LOL with UP Ads A short compendium of funny ads by UP Students


Filipino Ads at Their Finest A list of memorable local video advertisements 15

5 Ads that Changed the Way We Think A list of ads that made a lasting impression on society 18

Wistful Thinking A new light on the Internet Explorer 10



The Facelift: New Approches to Old Media DZUP strives for change, promotes listening to the radio and reading the newspapers 21

Project OPM Boost UP Diliman celebrates Valentines Day with ROOTS: Music and Arts Festival

29 2012 Changes

promo corner 22


Get to know, one of the world’s biggest online petition platforms

Make your online life easier with these tips and tricks on online promotions


pulpy goodness

Change at your fingertips

University Job Fair Get the lowdown on the University Job Fair

5 Easy Online Tips for Greater Online Reach


Artworks AdCore members art showcase


UJF Special How to PackageYourself: Tips on how to write a resume and how to power-dress!


What Changed For You During The Year 2012? AdCore members tell us about their own big changes in 2012 29

Out in the Real World AdCore alumni share their post-grad experiences

AdCore updates a d school

photography is not as simp l e a s POSE THERE PRESS THE BU TTON

Lenteserye: Ang Pagsisimula started with Photography 101 by Canon ambassador Mr. Jay Tablante

Day 2: Product Photography by Mr. Louie Aguinaldo

Photo Manipulation by Professor Roehl Jamon of Betelnuts Inc.

Day 3: Portraiture by Mr. Derek delos Santos of Red Fox Photography

AdSchool’s Lenteserye surely equipped attendees with the basics of photography as well as of the industry. It was also an eye-opener in the way we look at countless advertisements we encounter day by day. Audrey Mendoza


photos nikko pasuca

Day 4:

poster Jed berenguer

That’s why Team AdSchool, UP AdCore’s official training arm, held a series photography seminar workshop exclusively for the members and applicants.

AdCore updates adv entur e

adventure Who wasn’t caught up with the memorable cheesy lines in the commercials of Greenwich featuring a barkada with John Lloyd? Well, Team AdVenture’s first installment brings us to a trip to

Creative director Sir Alexeeb Flores discusses how they generate ideas for the product.

Sir Lec delights the attendess with his humorous talk.

Sir Ken Barcelona, another creative giant, shares how his love for writing pave his way to the advertising world.

Our eager applicants with their first AdVenture experience.

Sir Lec Flores toured us around the industry’s creative process.

Producer of PJB, Ms. Joanna Bautista, relates her first-hand experience with the media output.

P ub l i c i s J imenezBasi c the advertising agency who created those Greenwich ads! Twenty lucky participants got to tour around the office of Philippines’ largest creativesbase advertising agency. Talks about the creative process down to strategic planning were also given by the agency’s best people. Audrey Mendoza

photos nikko pascua Poster Fifi quimbo

Attendees posed with Ma’am Bau, Sir Jojo and Ms. Anca against the PJB backdrop.


adcore updates ADSPEA K

Top Left - Bottom Right:

At exactly 12 noon of February 4, AdCore launched the very first internal marketing competition for its members: AdSpeak. Members convened at the AdCore tambayan for the much-awaited announcement of this semester’s brand sponsor. It must be a coincidence that Chinese New Year’s celebration is so close because the brand is Chow King! Teams of three were invited in the Bootcamp, which served as an orientation program as well as a seminar to equip the members with skills needed in the competition. The launch marked the first successful AdSpeak event and set the standards for many more to come.

The bubbliness of hosts Maica Manicad and John Buduhan kept the audience alive after a day of juggling academic requirements. Charmaine Go from Chowking dares the members to take on the Chao Pao brand challenge. Professor James Ryan Jonas from the College of Business Administration provides a crash course on effective integrated marketing communications strategy development. The breakthrough event wouldn’t be complete without some words of encouragement and inspiration for the first batch of AdSpeak participants courtesy of one of AdCore’s advisers Professor Nicko Falcis. Creatives AVP Grace Erum and the hosts flash their million smiles with Chowking Brand Manager, Charmaine Go. President Gelo Avendano joins Maica and Grace in presenting AdCore’s token of appreciation to Mr. Jonas for imparting his expertise.

photos nikko pascua

Audrey Mendoza

Project head Grace Erum orients the excited participants on the competition’s mechanics.

POSTER C/O nikko pascua

adspea k


AdCore updates ADHER E

adhere Race to Success: Accelerate and Dominate. This is what AdHere seminar on January 19 was about. Made to inspire current members as well as applicants, the seminar featured outstanding alumni who shared insights and experiences in the “real world.”

Team AdHere, headed by Jam Ricafrente (second from right), deserves a pat on the back for a job excellently done!

Mr. Ronald Replan, Product Manager for Globe, discussed the how-to’s of finding the right career path for everyone. Ms. Rose Sagun from the International School of Manila discussed proper resume building and acing job interviews. Mr. Edzel Tabing, Brand Assistant for the Universal Robina Corporation talked about the experiences of being a new hire in a certain field or company. photos nikko pascua

The academic year is nearing its end and a lot of the members will turn to alumni very soon. The race is on!

Ms. Rose Sagun shares her secrets on how to make a lasting impression to your dream employer.

Attendees would certainly look back to the talk of Mr. Edzel Tabing when they dive into the “real” world fresh from college graduation.

GV moments! Thanks to the effervescent hosting of AdCore member James Javier.

Poster georanni gingoyon

Hanna Gaminde and Rizza Quinto


AdCore updates ADVO CATE T he P ower of an Informed V ote :

T h e Ru n d o w n 2 0 1 3 “Only an educated and informed people will be a free people.” John F. Kennedy UP President Alfredo Pascual, during his opening remarks, could not have picked a more apt quote to state in a room filled with almost 500 college student in the upcoming national elections. The Rundown 2013: A Youth-Oriented Senate Elections Forum organized by UP Economics Society, in cooperation with UP Advertising Core, sought not only to emphasize to the youth their remarkable impact to the political arena but also to remind them the importance of casting an informed vote.

FACE OFF. Carlos Celdran’s question on the issue of divorce caused a stir. Things heated up when senatorial bet Rizalito David defended his religious beliefs to answer Celdran’s question.


After a rundown of each of the candidate’s platforms, a panel from different fields probed the candidates’ stands on various issues—health, education, youth, current affairs, economics and media. The panel was composed of UP School of Economics Professor Stella Quimbo, UP Diliman University Student Council Chairperson Heart Dino, and National Union of Journalists Chairperson Carlos Celdran. To cap it all off was an open forum in which the attendees directly address their questions to the any of the candidates. Rizza Quinto

POSTER C/O ash cruz

LIVE FROM THE GT-TOYOTA AUDITORIUM. Social media partner Blog Watch live streamed the event on their site.

The event, also made possible by almost 50 student organizations from the biggest universities and colleges around Metro Manila, was graced by 14 senatorial candidates: Greco Belgico, Baldomero Falcone and Christian Seneres (Democratic Party of the Philippines); Antonio Trillanes IV, Risa Hontiveros, Sonny Angara, Bam Aquino (Nationalist People’s Coalition-Liberal Party); Mitos Magsaysay, JV Ejercito, Ernesto Maceda (United Nationalist Alliance); Rizalito David, JC delos Reyes (Kapatiran Party); Grace Poe-Llamanzares (UNA and NPC-Liberal guest candidate); and Eddie Villanueva (Bangon Pilipinas).

all photos from

THE HOSTS. Carla Cucueco and Cocoy Vargas lightened the atmosphere with their cheerful spiels.

AdCore updates UPFRONT

Sc r u t i n i z i n g t h e A s p i r a n t s :

Let’s play a game! Paint me a picture of the campaign season in UP. You’ll probably think of (a) tons of flyers in shades of red, blue, and yellow; (b) lines of candidates asking to interrupt class for a while just so they could repeat well-rehearsed spiels; and (c) the Palma Hall lobby crowded with booths, supporters and seemingly endless piles of campaign materials. This is a familiar picture, and it is now upon us again: the University Student Council election (USC) campaign season has begun. Eighty candidates are now vying for 32 USC positions, and it’s our job to ensure that only the worthy will get elected. But how do we get to know our candidates beyond their spiels and slogans? Well, there is an event that provides a venue to examine candidates: UPFront, the USC Elections Forum. UPFront pits the contending parties and candidates against each other—it is a test of skill, of eloquence, and of firmness of belief. UPFront’s questions come from various university stakeholders. These questions practically grill candidates on all sides, and they range from inquiries on ideologies to queries on personal backgrounds. UPFront was established only in 2011, but already it is becoming an invaluable part of UP’s USC elections. Last year’s forum was greeted with a jam-packed UP Film Institute; we could only expect more now. Here’s to the power of informed choices! photos from

Be involved. Be informed. Be upfront in this year's USC Forum! Marianne Estioco



busting the top

Advertising Myths For ages, rumors about the advertising industry have been flying around… and these tales either repel or attract individuals for all the wrong reasons. Well, let’s set things straight and demystify the controversies with the help of a seasoned adman: Mr. Nate DyLiacco, Strategic Planning Director of McCann Worldgroup. With almost a decade-long exposure to the ins and outs of the industry, Mr. Dy-Liacco has been shaped into a myth buster. Rizza Quinto



When you’re in advertising, other people see you as a rock star,

Advertising practitioners get paid a lot.

living in a ritzy high-rise condominium and driving a posh vehicle ‘round the neighborhood. Advertising is, in some ways, attached to the spectacular world of show business. The workplace is believed to be star-studded with advertisers mingling with these seemingly unreachable celebrities. Although Mr. Dy-Liacco points that out as a precursor to the misconception, he considers the visibility of the industry’s outputs as the root cause of the notion. “Sino ang sumisikat kapag sa bridges? Yung architect, hindi yung engineer na nagtayo (Who becomes famous when you talk about bridges? It’s the architect, not the engineer who built it.). Sometimes it’s the style and form that carries it through. The idea that advertising is glamorous kasi nakikita yung trabaho mo sa labas (because your work is seen out there). But, it’s just like any other job.”

Don’t expect your bank account to burst with money in your first pay day. Don’t lose hope either. Mr. Dy-Liacco assures that it does get better in the long run. Nevertheless, he admits that ad agencies are relatively more generous when it comes to salaries compared to other corporate entities although reaching that pinnacle is not as easy as 1 2 3. “Whatever you receive monetarily will follow in the kind of work you would put in. If you’re known to be skilled enough in growing businesses and coming up with these successful ideas for your clients, syempre babango pangalan mo (of course you would make a name for yourself). May ibang ahensyang magbabalak kunin ka. Babayaran ka ng mas malaki (Some agencies would try to offer a higher salary just to hire you).”


Consider an ad campaign a failure when that fresh and groundbreaking idea didn’t resonate with your target market. The prime function of an advertisement is to speak to the target market and not to isolate them with a zany concept that is obviously crafted to impress award giving bodies.

Advertising employees are not mad enough to strut in their offices everyday wearing the latest designer clothes. And they have actual food for lunch, not just whiskey and cigarettes.


This is where market research takes its place as a key ingredient for a campaign’s success. As Mr. Dy-Liacco aptly stated, “Creativity should be just a vehicle to get there. Creativity should be the means not the end in itself.”


An ad campaign’s creativity is the most important factor for it to succeed





It’s difficult to get a break in this industry.

There is no truth in advertising. The industry often resorts to lying just to sell a product.

As with any industry, quality outputs and excellent communication abilities are your wings to propel you to the top. But luck is the wind beneath those wings. “If you’re known with coming up with good work…clients love you...and then people would get wind of your name, of the brands that you worked for. So they also give you the breaks.” A sprinkle—or maybe even a bucketful—of luck can do wonders to your career but bear in mind that luck is a reward for a job well done.

For those who despise advertising because of this notion, Mr. Dy-Liacco reminds them that at the end of the day, the fate of a brand still rests on them. “It’s up to you if you want to buy a product or not. If you think it is not telling the truth, then don’t support the product,” he says. This is not to say that all advertisements are set out to deceive the consumers. To put it simply, advertising shows the prettiest and glossiest version of the truth. What they present would always have a basis in reality. The advertisement should not stray away from the target market’s tastes and preferences. “McCann’s motto is truth well told. That means you tell the truth but you tell the truth well… If you know that your consumer doesn’t want to see the life that he already lives in, how will you sell the product? At the end of the day, you’re still supporting a business. You have clients to sell their products.”

May the odds be ever be in your favor. You don’t need to shoot arrows at your colleagues or feign romance to succeed in the Hunger-Games-esque arena of advertising.

MYTH 5 The industry is a cut-throat one fostering an unhealthy competitive atmosphere in the workplace.


Well, what industry isn’t cut-throat? Advertising practitioners are not the only cravers for success. But in every company, there will always be infuriatingly ambitious employees who would resort to unjustifiable means in their climb to the top. Although Mr. Dy-Liacco was never victimized by such opportunists, we can still benefit from the nugget of wisdom he shares:

“[In] any company, there will always be politics, backstabbing. Hindi ako nagmamalinis na wala dito (I won’t lie by saying there is none of that here). There will always be people who want to move up using the wrong reasons or the right one. It’s only cut-throat if you allow people to treat you that way in any industry...”

Advertisers are not descendants of Pinocchio.

Meet our Myth Buster: Mr. Nate Dy-Liacco, Strategic Planning Director at McCann Worldgroup Philippines, an entrepreneur and a college instructor


Feat ures p u blic r elations

t h e

o n

r e a l

d e a l

p . r .

Public relations or PR is often eclipsed by its more conspicuous cousin, advertising. They are often considered similar, but PR and advertising also have some very important distinctions. Let’s take a look at two of their differences:

F ree vs . P aid Advertisements are all about paid space. Even inconspicuous forms of advertising, like product placements in film, involve oodles and oodles of money. PR professionals, however, need to learn how to use “free” coverage. Their clients need media mileage, and free sources of airtime (i.e. press conferences, newspaper features). PR “provides third-person credibility not obtainable through paid advertising”, writes Catriona Pollard of Unlike advertising, successful PR campaigns can earn their clients publicity without sky-high costs. And that leads us to the second important point, which is…

When exposed to excessive commercial advertising, audiences tend to put up defenses to filter obtrusive messages. This is where PR gets the upper hand— PR is usually so subtle that audiences have no clue that they are already being communicated to. PR practitioners tap the media to cover their PR effort, and this will presumably increase credibility of the PR client. It is important to note that PR is not just about selling brands and products. It is also all about media relations, crisis management, content development, speaking engagements, internal communications, lobbying, and more. While advertising has different markets, PR has different “publics”—and among these publics are legislators, activists, employees, educational institutions, and many others.

PR in person: Heads of state practice public relations whenever they address their constituents


PR and advertising, however, also share certain similarities. Among these is the fact that both professions exploit new technologies such as social media to bolster their clients’ reputations. This convergence has led some critics to assert that the advertising versus PR debate will cease to exist in the future. But will this be the case? In this permanently changing and increasingly interconnected world, only time can really tell. Marianne Estioco

subtle vs . blatant


Successful PR: The hit 2008 movie Cloverfield was already able to launch a PR campaign even before the movie’s title was finalized. In press releases prior to the movie’s launch, it was referred to simply as 1.18.08.


a d i g ital pheno menon

t h e

r e pu b l i c

The Philippines has bagged yet another crown that pretty much confirmed our fascination with technology. Aside from holding on to “Texting Capital of the World” title, our country is also recognized by comScore, a group of researchers dedicated to evaluating the digital world, to be the “Social Media Capital of the World.” Nearly 95% of the population registered on Facebook… which means that an enormous chunk of our population already migrated to the Republic of Facebook—dubbed as the world’s third largest country next to China and India. Advertisers quickly pounced on this phenomenon. They utilize the “hidden” power of social media connections with which the consumers’ range of brand knowledge has expanded drastically. Manny Nepomuceno, digital director for BBDO Guerrero Ortega advertising agency, sheds light on this social media revolution in an interview. “Each of us today knows far more about brands and how people around us consume them than we have ever known. If we were to go back in time twenty years to before this information revolution had occurred, we would find that what we know about brands, products and services would have been a smaller body of knowledge consisting mostly of what the marketing and advertising industry wanted people to know.” The millions of shares, likes, statuses, tweets expressing a variety of emotions and opinions are all content. With this clutter in Social Networking Sites (SNS), it is crucial for a brand to stand out from the rest. In 2012, ComScore provided empirical evidence to back up the assumption that when a brand is able to maneuver social media in all the right ways, improvement in sales is well under way.

o f

True enough, in Eric Qualman’s book “Socialnomics: How Social Media Transforms the Way We Live and Do Business,” it says that 53% of Twitter users recommend products in their posts. Having a favorable comment about a certain product could boost a consumer’s preference of a brand. Peer recommendations are trusted by 90% of the consumer population and only 14% of them get carried away by advertisements. The flurry of changes resulting from this social media revolution is also having an impact on every advertising discipline. Influential bloggers and online personalities are courted by public relations agencies to publish brand related content. Creative agencies regard digital as the newest juggernaut because of its interactivity. Online platforms are preferred by media agencies to place advertisements in because of their cost-effectiveness and usability. With digital becoming an essential element in the industry, recruitment strategies also took a turn. Advertising agencies are now seeking for individuals who are well versed in technical aspects. Although Mr. Nepomuceno pointed out the problem arising from this demand of talent, he remains optimistic that the so-called “digital natives” graduating from their respective colleges and universities would eradicate that obstacle. “The struggle springs from a worldwide shortage of digital talent – the demand for digital talent is so much greater than the available supply, although the gap shrinks every year as fresh graduates with a digital mindset enter the workforce.” So, it wouldn’t hurt to include in your resume the fact that you maintain a blog or the fact that you are dubbed by many as Zuckerberg’s protégé. Now, that could be your key to Advertising Wonderland. Rizza Quinto


ad list p h ilipp ine ads


d o

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Controversy Some advertisements are timeless for their beauty and appeal, but then there are also those which become famous for entirely different reasons. Here are some local advertisements in the past few years which have shocked and outraged some of us, and annoyed the nation:

The tagline was met with fierce outcry both from everyday citizens and media and marketing professionals. Among the comments leveled at the campaign is the fact that tourists—the campaign’s target market—will simply be unable to understand the ad. There were even allegations that the logo was lifted from Polska, Poland’s tourism campaign. Then-secretary of Tourism Alberto Lim eventually admitted to rushing the campaign. Within two weeks, the campaign was declared “officially dead”. Since then, it has been replaced by the wildly successful and iconic “It’s more fun in the Philippines.”



In November 2010, the Department of Tourism launched a new tagline for Philippine tourism, called “Pilipinas Kay Ganda”. It replaced “WOW Philippines” and featured a colorful logo which also served as a pronunciation guide for the Tagalog phrase.

Pilipinas kay Ganda


philippin e ads

Nakatikim ka na ba ng quince anos? In 2004, Disteleria Limtuaco put up a billboard for their VSOP Napoleon Quince Anos Brandy. It asked the question “Nakatikim ka na ba ng quince anos?”(Have you tasted a 15-year old?) which caused a great uproar. People claimed that the question was a double entendre—it could very well refer to an underage girl than to the brandy. Outraged citizens filed complaints against the ad and a government official even audaciously cut the word “quince” from the billboard itself. The Advertising Board of the Philippines eventually issued a cease and desist order against the ad, and it was taken down not long after. However, this ad remains rather well-known for its notoriety.

Bayo: “What’s Your Mix” campaign Local clothing brand Bayo created controversy last year with their “What’s Your Mix” campaign. Much has been said about it already so to cut the long story short, the campaign featured models of mixed descent and broke down their genealogy. Netizens claimed that the ad was colonial and racist, and that it somehow implied that “mixed” Filipinas posses superior beauty. The campaign also spawned memes—there were cheeky parodies featured Philippine icons such as a manananggal. The campaign was eventually scrapped, and Bayo issued an apology for all those who have been offended by the campaign.

Bench Body and the Philippine Volcanoes


Ah, who would forget those ‘sizzling’ ads right in the middle of EDSA? These billboards, which were put up along EDSA-Guadalupe in July 2011, featured the members of the country’s rugby team—the Philippine Volcanoes—dressed only in underwear. The ads showed off the members’ ripped physiques, and the billboard’s sheer size practically stopped motorists with surprise.

Certain government officials moved to have the billboards removed for being “inappropriate” and “offensive”. The ads were eventually taken down, but Bench maintained that their ads were properly screened and did not violate any laws.

An undeniable plus side of the campaign is that it brought the Philippine Volcanoes—who were often bypassed and dwarfed in favor of the Philippine Azkals—in the spotlight. It also raised awareness about rugby as a sport. Marianne Estioco


ad list p h ilipp ine ads

f i l i p i n o a d s

at their finest Watching television has been a favorite past time among us Filipinos, and sometimes, even seeing a commercial advertisement becomes delightful. Here are six memorable ads that captured many hearts, and altogether proved their worth over time amidst a lot of changes.

High profile celebrities + a staple Filipino drink + traditional slapstick comedy. That’s the formula for the remake of the 1984 San Miguel commercial “Isang Platitong Mani.” “Roasted Highland Legumes”, Manny Pacquiao’s memorable words, were such a success that the punchline made the already best selling San Miguel beer reach greater heights.


With just a few words spoken, this ad indeed touched many Pinoys’ hearts. It was heartwarming to see that the grandfather still cared for his “apo” (grandchild) despite his failing memory. The concept of family worked brilliantly in this ad given that Filipinos value strong family ties.

San Miguel Pale Pilsen’s “Isang Platitong Mani” (McCann Worldgroup, 2009)

McDonald’s “Karen Po” (Leo Burnett Manila, 2003)



philippin e ads

Fita Biscuits’ “Fairy” (Lowe Manila, 2004) A fairy giving only half a sports car because she was given half a biscuit? Very clever indeed. The humor and wit in this ad made it stand out among others, making it very memorable to Filipinos.

PLDT NDD “Suportahan Ta Ka” (Ace Saatchi and Saatchi, 2001) Being one of the first commercials which featured a language particular to a certain province on national TV, this telephone conversation in Ilonggo between a father and his son showed how family support is a very important aspect in one’s endeavors. Suportahan ta ka is now uttered and understood almost everywhere in our country… and this commercial is a big part of it.

photos screencaps from

Coca Cola’s “The Coke Beat” (McCannErickson Philipppines, 2003)

Greenwich’s “Bagay Tayo” (Lowe Manila, 2009)

Who wasn’t caught up with the “Ito ang beat sabay sabay, Ito ang beat walang sablay” craze? This very popular beat-game of Coca Cola was a huge marker in the commercial industry that people would wait for the ad to see the fast hand movements so they could imitate them afterwards.

Take John Lloyd to utter a cheesy line to his perennial love team, Bea Alonzo, and you get a commercial that is imitated a lot by Filipinos.

Randomly mention these lines to someone, and chances are he/ she will join in. That’s just how famous it is.

Bagay tayo, bagay na bagay became a sensational line among teenagers and adults alike. Its cheesiness became its humor and wishful theme: the proclamation of teenage love. Audrey Mendoza


ad list a r ound th e world

5 Ads That Changed the Way We Think

Different advertisements produce plenty of different messages, but only a few truly stand out. Here are five advertisements which have practically changed the way we think about certain objects, products, and even beliefs.


De Beers’ “A Diamond is Forever” It is common knowledge that diamonds signify eternal love. But why exactly were diamonds given this distinction?

It was created by N.W. Ayer & Son, a leading advertising agency in the United States. The campaign ran for decades, and “A Diamond is Forever” is still the official sign of De Beers, as evidenced by their logo.

In January 1999, the US magazine Advertising Age named “A Diamond is Forever” as the most famous and successful slogan of the 20th century. The advertisement above appeared in the December 1950 issue of Life Magazine. A part of it reads: “This fair token of love reflects your hope and dreams, and holds them close through all the years for constant recollection... Your diamond, though modest in cost, should be chosen with care, for nothing else on earth can take its place.”



In the late 1930s, a South African company named the De Beers Consolidated Mines, Ltd. dominated the diamond industry through a clever ad—A Diamond is Forever. This campaign associated the durability of diamonds to the strength of eternal love, and it was so wildly successful that this idea remains prevalent even now.


a round th e world


“We Can Do It!”

This poster of a woman with her bicep flexed can still evoke strong emotions even at present. The “We Can Do It!” poster was created by J. Howard Miller in 1943 as a part of the American war effort. As more and more men left to join the war, vacancies in factories and other typically male-dominated establishments led to the need for female workers. This particular poster, however, was only used internally to encourage the workers of a specific electrical plant. Miller based this image on a photograph of Geraldine Hoff, who had worked in a metal-pressing factory for a brief while. Below is a photograph of a real-life female riveter who had worked in an American factory during the war. For the uninitiated, riveters are in charge of attaching rivets, which are fasteners that hold large pieces of metal together. Rivets are used in planes, boats, machinery, and even bridges. The “We Can Do It!” poster rose to fame when it was rediscovered in the early 1980s and was used to promote feminist sentiments. Since then, it had been reproduced in various forms of media and its subject, nicknamed Rosie the Riveter, has become a popular icon of empowerment. Her image has been used in a variety of objects—from stamps to magazine covers, from button pins to blogs. Here’s to Rosie!



BMW’s The Hire

If you think videos can only be viral in sites like Youtube and Vimeo, then you have to think again.

In 2001, BMW released a series of short films under the umbrella title The Hire. These films were all directed by Hollywood’s A-List directors, and they were about a driver who goes from place to place and gets involved in all sorts of stories as he is hired by different people. The man, of course, drives a BMW, and the films were created to showcase the different capabilities of BMW cars.

The incredible thing about The Hire is that it was released way before social media became mainstream. In fact, it was only released in BMW’s website and people were even required to create accounts before they could view the films. In just a span of four months, the videos garnered 11 million views. And by 2001, two million new BMW accounts were created, and sales rose by 11%. It would be easy to argue that The Hire one of the jump-starters of stealth advertising in film. How badass.


ad list a r ound th e world

Yep, you got that right: Apple nearly died. Much has been said about Steve Jobs and Apple’s extraordinary 1984 commercial easily comes to mind when it comes to legendary advertisements. The company, however, turned to conventional ads after Steve Jobs left Apple in 1985. Apple’s public image slowly but surely deteriorated after this, and in a few years the company had lost millions of dollars and cut thousands of jobs… The company was nearly dead, but this was reversed when Steve Jobs entered the picture once more.

WWF and Coke’s Living Billboard

Imagine driving through the smog of EDSA when, all of a sudden, a board full of tiny plants beam at you. That’s exactly what the World Wildlife Federation and CocaCola did with the so-called Living Billboard, which was erected in 2011 along the heavily polluted EDSA. The billboard is made up of thousands of Fukien tea plants surrounding the iconic curvy shape of a coke bottle.

Chiat/Day additionally created the poem, Here’s to the Crazy Ones, which has also become a staple of pop culture, and now stands for artistry and unconventionality.

In September 1997, Apple launched the Think Different campaign which restored Apple’s reputation and gave the company incredible media mileage. Lee Clow, the creative director of the Chiat/Day advertising firm, said that Apple should be aligned with the creativity of icons who have made a mark in the twentieth century. Among these celebrities are Albert Einstein, Amelia Earhart, and Charlie Chaplin.

The billboard was built jointly with Coca-Cola Philippines’ Live Positively sustainability program, and it was expected to absorb 46,800 pounds of carbon dioxide from the atmosphere. Talk about taking green to the next level, huh? Advertisements do not only sell products; they also sell ideologies and ways of looking at the world. These five ads show just how powerful and pervasive a medium advertising is, and it is up to us—future advertising practitioners and enthusiasts—to ensure that it changes the world only for the better. Marianne Estioco


Apple products are now among the most sought-after gadgets. But did you know that there was actually a time when the press had already predicted the company’s death?


Apple’s Think Different Campaign





Wistful Thinking

Disclaimer: If the content of this article sounds gibberish to you, fret not because it only means that you’re not as old as us. It was the first web browser we were using when we stumbled on the magic of the internet. Remember our giddiness whenever we add a new found friend (or crush?) in Friendster or the hours we pored over in creating a Friendster testimonial? But, we have grown up and so did technology in all imaginable ways. The Internet Explorer was buried in the rubble of Google Chrome and Mozilla Firefox… But Microsoft made a smashing come back in the form of Internet Explorer 10, the first web browser tailor fit for tablets. The recently released promo video entitled “Child of the 90’s” started out with “You might not remember us, but we met in the 90’s,” a line that captures the essence of the campaign. Thus begins a string of images, coupled with a heart tugging score and excellent copy, that would make every individual, who spent their childhood during the 90’s, smile with familiarity and sigh with yearning. And anyone that can relate to this must face the truth that the sun has already set on them. photos and info

We are members of Generation Y.

Desktop folders had personality.

But at least a troll was still a friend.

The only thing buzzing in your pocket was a pet. Until that died too.

We were popping jams. You grew up. So did we. Reconnect with the new Internet Explorer. In Microsoft Internet Explorer’s website, an address that pokes fun at its unglamorous reputation, the theme of change can be seen coursing through their ads. These witty ads visualized how our notions of some concepts changed with the influence of pop culture and the internet. The absurd yet real evolution of how we perceive some concepts signifies the possibility of the Internet Explorer’s reputation to undergo a complete makeover/transformation.

These prowlers of the night terrified millions of people around the world for centuries. But their reign of terror ended.. when they started sparkling. No man was infuriated when Moses slammed and split the Ten Commandments tablet . Now if you broke a tablet in half in front of its owner, expect the wrath of heaven and hell come upon you.

With these memes and videos set to turn us sentimental, the Internet Explorer may be well on their way to redeem itself. Wistful thinking may just be the answer to their prayers. compiled by Rizza Quinto


Around campus u nive rsity of th e p hilipp i ne s

with UP ads LOL2

Humor never fails to capture the attention of its audience. And if really witty, it leaves a lasting impression on its receiver. Noting how this makes humor an effective tool for publicity, a number of advertisements in UP employed its use. We scoured around the campus and here are some “witty” publicity materials. Audrey Mendoza



LOL 1 UP Anthropology Society’s pubmat for their Applicants’ Orientation equipped with a Spanish flair


LOL 2 UP Junior Marketing Association’s Call for original UP stories shows reference to popular culture LOL 3 This teaser for the rehabilitation of the sunken garden gave “grass” and “rehab” new connotations LOL 4 Ignite: Flare Up Your presents wordplay of love and liyab fit for the event’s date LOL 5 UP Advertising Core’s AdVocate Project with Unilab serves a witty reminder to always wash our hands LOL 6 Pi Sigma Delta Sorority’s Bloodletting Activity attentioncatching poster shows pick-up lines drawn in a hand




all photos taken from facebook accounts

Passion’s Teaser for UP Fair

Around Campus

u n i v e r s i t y o f th e p hilippin es

the facelift:

N e w App roac hes t o Old Medi a

Radio and print are the oldest forms of mass media. They have both been around for centuries, and now they are both starting to get eclipsed by newer forms of media. In the increasingly fast-paced digital age, it would seem as if people are reading and listening less. The need to “reverse this trend” is, in fact, the rationale behind DZUP 1602’s “Read, Think, Listen” campaign, which was done in coordination with Manila Bulletin. As the University’s official AM radio station, DZUP is a very important but rather undervalued source of information. You couldn’t have missed those posters—they were all over the Academic Oval and the University Avenue, and they featured some of the University’s most beautiful faces.

“We want to change the idea that listening to radio and reading newspapers are only activities for old people,” says RJ Valencia of DZUP Marketing. “This is why the tie-up with Manila Bulletin was really handy. MB wants to promote readership, we want to promote listenership. It’s like hitting two birds with one stone.”

photos DZUP 1602

Most of the pictures used for the campaign were taken by Nikko Pascua, UP Advertising Core’s Vice President for Creatives. It was launched in July 2012. The “Read, Think, Listen” campaign was not limited to UP, however; DZUP’s poster and tarpaulins also reached different parts of the metro, thanks to the station’s coordination with the Metro Manila Development Authority. The station has now released over two hundred posters, and they’re still counting.

“We’re really hoping that these ads will help make students read and listen more,” RJ notes. “After all, there are pieces of information you cannot get in the Internet. For good opinions, you need to have good sources. Radio and print are such sources.” Campaigns like these are necessary in order to change the youth’s view of older forms of media. Other forms of media might be more pervasive and getting more popular, but radio and print are not giving up without a fight. And let us heed this call; let us all read, think, and listen more. Marianne Estioco


Around campus u nive rsity of th e p hilipp i ne s

Project OPM Boost This Valentine’s Day, UP Diliman celebrates love—complete with bands and crowd! Yes, that’s ROOTS: Music and Arts Festival, promoted by UP Advertising Core’s newest team, Y. As part of the week-long UP Fair, Roots delight couples (and even singles!) by serenades from several Pinoy bands and singers. Artworks from our own brilliant artists were showcased as a live exhibit. With one of its advocacies of generating more appreciation for Original Pilipino Music and Art, this event aims to widen our horizons for talented Filipino musicians and artists.





Roots, indeed. Audrey Mendoza

1 Franco Reyes and Paolo Toleran of Franco rock out to this gathering 2 Franco Reyes’ powerful vocals lead the crowd to one memorable performance 3 Jugs Jugueta of Itchyworms delights the crowd with classic OPM rock songs

photos Nikko Pascua

Poster c/o aise hernendez

4 Urbandub’s First of Summer unleashes the crowd’s energy


Feat ures chang

Katy Butler’s petition to Motion Picture Association of America (MPAA) to downgrade the rating of “Bully” frim R to PG-14, has won after getting 523,474 supporters.

Julia Bluhm’s petition for Seventeen mag to stop altering its model’s photographs, won after garnering 84, 000 signatures. photos Layout by therese aseoche’s petitions to Zamboanga del Sur Congressman Victor Yu and Pagadian Mayor Samuel Co to fix landslide wall of Otto Lingue National High School, was a success after having 2,792 signatures.


Around campus u nive rsity of th e p hilipp i ne s

For the past years, UJF has been preceded by the UJF College Tour—a series of talks that helps prepare students face the real world. Plus, did you know it’s open to all, regardless of school or year level? It is even open to graduates who are looking for new career paths. With more than 80 companies and 200 attendees, UJF 2013’s theme is “New Routes Now Open.” Marianne Estioco

Here are some members of the UJF Team. Kudos to a job well done!



Many participating companies also offered freebies. Amazing, huh?

Don’t be afraid to mingle! The UJF Mixer is where the brightest students met the heads of different companies.

Oh, there was never a dull moment in a fair always so full of people.

We’ve got room for everyone, even volunteers. The UJF had a diverse pool of participating companies, from multinationals to government agencies to NGOs.

Poster Bianka meily

The University Job Fair (UJF) is UP Diliman’s biggest annual job fair. It was established in 1989 and since then, the Office of Counseling and Guidance, University Student Council, UP Advertising Core, and UP Junior Philippine Institute of Accountants annually organize it.

Around campus

u n i ve r s i t y j of th e philippin es

Power Dressing Job hunting is a tricky process, and plenty of variables play into an employer’s decision whether to hire you or not. From the resume down to the interview, packaging yourself well is vital. One aspect of this packaging is power dressing. But how exactly do you “dress well”? Here are some tips, again from Rose Arguelles of Stellar Philippines.

Color coding

Writing a Resume “A resume serves as your advertisement tool,” says Rose Arguelles, Recruitment Associate of Stellar Philippines. “It aids in landing an interview, not a job, but it showcases just what you can offer as a employee.” Indeed, crafting a resume is an essential part of jobhunting. So what exactly makes a good resume? Well, here are some guidelines:

Be consise “HR associates deal with lots of resumes, so we don’t have time to read long ones,” says Arguelles. “Just give us the highlights.” Bullet points are also the easiest to read, so your relevant skills should be presented in this manner.

Give more than one contact number “You don’t want to lose a job opportunity just because your cellular network fails,” Arguelles warns. “Provide at least two contact numbers on your resume.”

Use font size 10-14 Smaller fonts will be harder to read, while larger fonts will make your resume look like an elementary student’s project.

Proofread! Grammatical or spelling errors will be costly in such a competitive market.

Strike the middle ground A resume is no place to be humble, but neither is it the place to commit fraud. Use your credentials wisely and soon you will be on your way to your dream job.

When in doubt, stick to corporate colors like black, gray, and navy blue. Pastel colors also work well, because overly vibrant colors will make you stand out in a not-so-impressive way. The color of your clothes should not distract your interviewer.

The right fit First off, good clothes will ensure that you are comfortable during the interview. Figure-hugging clothing is not encouraged for women, just as baggy apparel is a no-no for men. Looking respectable is the key, and such clothing will only gain you infamy.

Research Dress up for the company you are trying to apply for. Some companies have very lenient dress codes, while others are very strict. Strive to look like you will fit in their environment.

Stay cool Fans and handkerchiefs are necessary to best the Philippine heat. You wouldn’t want to be all haggard and sweaty when you arrive for your interview, do you?

Less is more A watch for guys and a pair of pearl earrings for gals are alright but remember to not wear too much jewelry. There is a fine line between being chic and looking like a display window. Also avoid spraying on too much perfume; a job interview is not an Axe commercial. For obvious reasons, do not wear the following: sky-high heels, sneakers, flip-flops, jeggings, and jeans. Remember that people’s bases of judgment are mostly visual, and how you package yourself can communicate volumes… and as a final note, no matter how well you dress up, nothing beats having confidence—as they say, no one is completely dressed without it.


Promo corner t i ps and tri cks

It is not a secret that most (if not all) UP students can now be found online—be it Facebook, Twitter, or even e-mail, the amount of online presence of the student community has definitely skyrocketed faster than any other age group. As a direct effect of this, it took no time at all for UP organizations to venture into online promotions for events and projects... Well, why not? It’s easy, effective, and best of all, it’s free! So when you talk about promoting to students like us, digital is definitely the way to go. But did you know that there a lot of techniques in promoting online which can make life so much easier? So with the mission of making UP Diliman online promotions better, easier, and more effective, AdCore shares with you five easy tips:

facebook schedule a post for later

Imagine this: You are assigned to post a video at 9o’clock tonight but it’s still 6:30PM and you need to go out and you’re not sure whether you’ll be back in time to launch the video… So will you just forget about going out and wait till the clock strikes 9? Actually, no can do. Unknown to many facebook users, you can actually schedule your post for later. Meaning you can upload your video now, and your fb page automatically posts it at the time you want it to be posted. Pretty amazing right?

mailchimp The right way to do e-mail brigs

Face it. E-mails are boring. You won’t catch attention if all you have is a long heavy text in your e-mail messages. So why not design it? Mailchimp is one of those tools that is just perfect for what it does. Here you can stylize your e-mails and even include links that can direct readers to your facebook page and the like. What’s more, it can actually import your database of e-mails straight from an Excel file, and send e-mails to all of them with just a single click.

go to the link and find out how to do it

to learn how to use this powerful tool, check out this link:


Promotips corner and tri cks facebook how to invite all your friends You might’ve heard of this before. For one, it is still a highly effective technique when you need to invite a bulk of your online friends to an event, or to inform them about your page. Make your friends do the same, and you’ll surely reach thousands in no time.

here’s how to do it: For Firefox: For Chrome:

social media sizing cheat sheet For people who design their fb pages’ cover photo, profile picture, and the like, this one’s definitely a keeper. Introducing the Ultimate Complete Final Social Media Sizing Cheat Sheet, download it and you’ll never have to research about the right dimensions for that fb cover photo, or that new twitter background ever again. To be specific, it has the complete dimension details for Facebook, Twitter, YouTube, Google+, and even Pinterest.

find it here:

twitter secrets to effective tweets Twitter has been gaining interest when it comes to online promotions. It’s not as effective as promoting on Facebook, but it’s the second thing you’ll probably tap if you want more online reach. So here are some statistics that give practical insight on what the most effective tweets are and how to construct them yourself! Don’t worry, it’s quite easy on the eyes: Jedo Enriquez


Pulpy goodness a r twork s

pulpy s s e n good



3 1 JR Geronimo, “Basilio” 2 Viel Vidal, “Lurking” 3 Eunille Santos 4 Tish Valenzuela, “Medusa”



Pulpy goodness artwor k s



8 5 Loren Bolilan


6 Carlos Quimpo 7 Mari Angelyn Arambulo 8 Margaret Lee Chuy 9 Sofia Quimbo 10 Leonard Sanjonco




Pulpy goodness member t esti monials

u o y r o f d e g n a h c what r a e y e h t g durin ? 2 1 0 2 Every beginning promises a fresh start, likewise every conclusion bears new goals to be accomplished. As 2013 transcends our lives, let our AdCore members share what the year 2012 has taught them.

I became more open-minded, more understanding, and less of a lost child. I accepted the fact that I am growing up and the best way to deal with it is to mature. I made a lot of mistakes but I am now keen on not repeating them. :)

ella adriano

I was able to widen my horizons, specifically with the people that I have worked with and the experience of working on other endeavors (AdCore stuff :D) outside my chosen field (fashion/clothing)

leonard sanjoco

“I became more independent and I became wiser with the decisions I made. AND mej naging optimistic ako, in a way, HAHA”

ello cachero


If I’m going to compare the old Ariane to the new Ariane, I believe my major changes are: Firstly, from “bounded by limitations” to “Limitations are all in the mind” - this 2012, I learned that personal/ professional growth can only be achieved IF and only IF I try new things, take risks and face every opportunity/challenge. For the past years, I’ve always been bounded by limits, always in my safe zone, but 2012 taught me that these limitations are all in the mind, and they won’t exist unless I acknowledge and accept them. These limitations shouldn’t hinder you from achieving what you want, and seeing all the things I was capable of last 2012, it made me confident of what I am capable of. More importantly, the old Ariane usually takes time for granted, BUT 2012 taught me that it’s important to allocate TIME and ENERGY, directing them to what is important to me. Hindi lang dapat puro “Work, and acads, “family and friends” pero mas important din ang aspects na to sa buhay ng isang tao. In the end kasi, yung sobrang time na nabigay mo for work tapos so little time na binigay mo to the people/ things that really matter to you, yun yung biggest mistake/ bagay na ireregret mo, at yes, dadalhin mo yun habang buhay.

ariane tan

Pulpy goodness member t esti monials I became more holistic and open-minded!!! Plus i became more thankful!

czarina ocampo

new outlook in life!

What changed for me this 2012 is my attitude towards challenges: Instead of viewing them as obstacles, I now see them as opportunities to grow and improve myself. Now I live for facing challenges, not fearing them.

joeven perez

The way I view things haha and my metabolism! I think it became faster :)

jed berenguer

james javier 2012 was a year full of lasts and firsts for me. Leaving behind HS and all the nostalgia with it as I entered a totally different world-college. Meeting new people, acquiring unique aka insane but all together fun set of friends, and finding a family here are the significant changes from my 2012 s y l v i e r e y e s

In 2012: I learned how to feel and unfeel, attach and unattach and most especially, I learned that it’s never too late to make things better.

kyn estanislao

I realized how blessed I am and that I should learn to love myself.

sofie adap

I knew where I truly belong :) r e g i n a l d b a r o n

I guess I got more busy from heavier acads and got involved in projects that will help me get the career I want; I’m more future-oriented :))

sarah oxales

I love orange more and opened to the concept of infinity. I discovered the creativity in me and found a family.

isiah reyes

I met someone who made the latter part of my 2012 special by making me smile each and every day and at any time of the day plus, that person made me feel so beautiful inside and out. Finally, I now know how it feels appreciated :”)

iean mañago


Pulpy goodness a l umni t esti monials

o u te in th

d l r o w real Much has been said about leaving the University and facing the real world. But how exactly did some of our recent alumni fare? Here’s what they have to say.

H ow soon did you start wor k ing after graduation ? I took a break for 2 months to spend time with my family, have a vacation, relax, unwind, soul-search...everything I was not able to do when I was in college.

melinda, ba speech communication About 3 months after I graduated. I decided to take a break to allow time for job hunting and to be able to rest from the hectic schedule of my thesis. It helped me to recover, to relax and gave me clarity as to what career I wanted to go for

matt, bfa visual communications I took a 2-month hiatus from anything related to jobs or even the concept of job hunting. I did not update my resume nor did I sign up for an online job database. I knew even before graduation that when I start work, it will be a totally new phase in my life and this time, there will be no sembreaks or days off due to rain. It’s a different ball game so to speak and to get ready to play, I know I have to give myself the physical and mental break I truly deserved.

dale, ba broadcast communication I started working only about two weeks after graduation. It was a 3-month stint in a company; then I left, took a two-month break, then went off to another one

kikoy, bs computer science


W hat was your first job ? W as it related to your course ? W ould you say that it was fulfilling ?

It was a graphic artist job in a corporate setting, very much related to my course. I would say that while it wasn’t exactly my first choice at the time, it did give me valuable experience and allowed me to meet people who have helped me grow. It probably also helped me jump to my current job.

matt I worked as Segment Researcher in GMA 7’s Saksi, which is related to my course, but I just lasted there for a month because it’s not exactly what I want. At the same time, I also work as a College Instructor teaching MassComm courses (until now), and that one I find very fulfilling.

anj, ba broadcast communications I’m a copywriter for a medium-sized advertising agency. It is indirectly connected to my course since I am still in the media industry but it’s not necessarily about producing broadcast content. The “fulfilling” part was more on the first trimester— when I first paid for some of our bills, when I heard my first radio commercial, when I got my first ad campaign approval, etc. Basing on what I experienced, the “fulfilling” part was simply a honeymoon stage and that’s where it’s scary. A job should be fulfilling, day in and day out, and only then, it becomes not a job but a passion and a love


Pulpy goodness a l um ni t esti monials

H ow did your life change after graduating and getting your first job ?

When I was in college, I was already a volunteer Life Coach. I really enjoyed the whole experience and I became excited to go to school to mentor the girls under my care. I told myself, ‘I think I want to do this even after graduation.’ Now that I’m a full-time Life Coach, nothing really changed except that I get paid for doing what I love the most!

It has changed a lot when I think about it. I felt a lot more independent especially since I now handled my own money. I did have to learn how to budget it wisely. My schedule was a big change from college but it helped that there wasn’t any homework anymore and time away from work was spent on recreation and relaxation.


melinda I started to really think like an adult, and I learned how to budget my salary well. Also, since may pera na ko, I get to enjoy things I’ve never had the chance to enjoy when I was in college.

The greatest change was the fact that I am already earning my own money so I am now able to share with the expenses at home, so that made me more responsible and mature as a person.


karen, ba journalism

A ny tips / warnings / threats / words of cheer for would - be graduates ?

I don’t know if I have enough credibility to give out tips but these I have to say: (1.) Take care of your relationships no matter how busy, how far, or how tiring your job can/will be. (2.) It will always be a love-hate relationship between you and your would-be jobs. Learn when to hold on and when to move one but most importantly, you first have to have the right reasons for doing either of those. (3.) It’s ok to not know what or why you’ll do what you do, but as what Kara Ortiga, my idol and friend wrote in one of her articles, you should not stop discovering the answers to them.

It’s hard to be an adult, pero masaya. Maghihirap ka, gagapang sa lusak lalo na pag malapit nang mag-15th or 30th of the month. Ikasasaya ng buhay mo ang bonus. Pero masaya. Mahirap, masaya.

karen Just know what you want, go for it. Make smart decisions, be stupid sometimes. Go out, have fun, and never ever limit yourself to what’s in front of you. Also, a job doesn’t need to feel like work, it feels more like playing when you love what you do.



1 W hat aspect of university L ife do you miss the most ?

I miss attending classes, readings, requirements, performances, reports... basically those things I thought I would never miss.

Proximity of friends, diversity of activities, and the sense of having just one big “deadline” which is graduation.







Dirty ice cream. There’s no dirty ice cream in Makati.


kikoy D escribe the ‘ real world ’ in one word . Tough. k a r e n

Surreal. a n j

Liberating. m e l i n d a

Big. m a t t


The Big Change: February 2013 Juiceletter External Issue  

Feb 2013 Issue of Juiceletter-- the premiere advertising magazine in the University of the Philippines Diliman. Brought to you by UP Adverti...

The Big Change: February 2013 Juiceletter External Issue  

Feb 2013 Issue of Juiceletter-- the premiere advertising magazine in the University of the Philippines Diliman. Brought to you by UP Adverti...