Things are about to get real for the fourth-year students of the Polytechnic University of the Philippines’ Advertising and Public Relations program (ADPR) as the Grand AdClash is officially back in motion. The 33rd Grand AdClash formally introduced Hair Works of Cosmetique Asia Corporation as the official brand partner and co-presenter during the Memorandum of Agreement (MOA) Signing held in April. The collaboration seeks to shine on ADPR excellence and bring back the sleekness and suave to everyday styles through the brand’s range of hair products, designed to boost men’s confidence in their grooming.
The Make-it-or-Break- it Campaign Challenge
Cosmetique Asia, the creators of some of the most trusted names in Filipino personal care, is betting big on the next wave of creatives to breathe fresh life into Hair Works. In partnership with the 33rd Grand AdClash, this collaboration will put PUP Bachelor in Advertising and Public Relations (BAPR) senior students’ strategic insights and creative expertise to the test.
Four (4) teams will be this year’s players, challenged to craft compelling campaigns aligned with Hair Works’ mission, vision, and marketing objectives. Following their meeting with brand representatives during the MOA signing last April, the student teams have officially begun preparations for the final requirement of their four-year journey as Advertising and Public Relations majors.
The 2025 Grand AdClash organizers with participating students and faculty members. Pictured (middle left) is Dr. Jerielyn V. Reyes DBA, (center) Ms. Jamille Vergel de Dios, Grand AdClash Adviser(middle right) Prof. Ronna Manansala MFA, PUP DAPR Chairperson and (right) Ms. Diana Christine P. Morales, Brand Manager of Hair Works, Cosmetique Asia Corporation.
Pogi-ssential Event Partners
Hair Works takes the spotlight at this year’s 33rd Grand AdClash, joined by official brand sponsors JBL Philippines, Lunán Co-working Space & Study Hub, and Legazy Custom Prints. Their support helps bring the event to life and highlights their commitment to student-led initiatives in advertising and public relations.
To help spread the word about the upcoming event, several media partners have come on board, including The Philippine Star, BusinessMirror, EDGE TV, The Communicator, and Journal Online. Their involvement aims to boost awareness and support for the student competition.
Academic and interest-based organizations are also part of the collaboration. The Advertising and Public Relations Organization of Students (ADPROS) and the PUP Communication Society have joined the effort to strengthen student engagement and event promotion.
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