The Polytechnic University of the Philippines - Manila is set to host the 33rd Grand AdClash, Be the SwaBEST: Tap Into True POGItential, on June 26, 2025, at the Main Atrium of Robinsons Galleria. This prestigious Integrated Marketing Communication (IMC) Campaign competition, organized by third-year Advertising and Public Relations (ADPR) students, will be participated in by all blocks of the
department’s graduating students.


This competition will feature Cosmetique Asia Corporation’s Hair Works in the four teams’ IMC campaign. Participants will showcase their innovative campaigns, addressing real-world branding challenges while demonstrating their creativity and strategic thinking, proving that they can exhibit PUPian excellence when they enter the industry.

POGIssential Victories

Robinsons Galleria, the event’s official venue partner, opens the doors for all aspiring ADPR students to witness how campaigns in the industry work and sets their expectations on what kind of skills they shall master to easily navigate the field. This space also allows ADPR alumni and professionals to spot trends, socialize and widen their networks, and look for potential collaborators.

Joining the SwaBEST day are experts from different agencies and key people of Cosmetique Asia Corporation who will serve as the panelists, ensuring that only the most skilled team will be hailed as the Pinaka SwaBEST. These panelists are tasked to provide participants and audiences with invaluable insights and opportunities to understand and engage with professionals in the field. Pinaka SwaBEST team will receive 35,000 pesos in honor of their hard work and efforts to build a campaign that best responds to Hair Works’ brand challenges.

SwaBEST Event Partners

Hair Works, together with its key partners: Lunán Co-working Space and Study Hub as the official co-working space and study hub partner, JBL Philippines as official audio partner, Honor Philippines as the official tech partner, Comm&Sense as the official agency partner, UFC Overload as the official platinum brand partner, Legazy Custom Prints as official apparel partner, and McDonald’s Philippines, join forces to empower the student-led efforts in shaping the future of advertising and public relations.

To amplify the buzz, key media partners have joined the SwaBEST movement, including the Manila Bulletin, Manila Standard, and The Philippine Star as lead media partners; Wazzup Pilipinas, Monster RX93.1, Edge TV Philippines, EntrePinas TV, and The Communicator as media partners; and Journal Online and PUP The Catalyst as media support.

Backing the event on the academic front are the ALAS TRI-AD, 2DVERSE, DIAL-1N, ABANTRES, S1DHI, S2DIO, and PUP COC Student Council as official organization partners; and S1DHAYA, THE UN2LD, D3VIATE, ANG P1NTIG, and ADPROS as lead organization partners.

33rd Grand AdClash is also brought to you by T1NDIG-SINING, 1DOLO, PUP Circle of Research Enthusiasts, and PUP Communication Society. Follow the Grand AdClash on social media and visit their website to stay updated on upcoming events.

#33rdGrandAdClash #BeTheSwaBEST #TapIntoTruePOGItential

The Grand AdClash is an annual case competition for fourth-year students of the Polytechnic University of the Philippines - Department of Advertising and Public Relations (PUP-DAPR). This competition aims to assess and showcase the students’ acquired knowledge and skills throughout the program by developing an Integrated Marketing Communications (IMC) campaign.