For the advertising students, winning an advertising competition is a golden opportunity. Because, advertising competition is a place for local and multinational advertising agency to search for local creative talents. Especially in such a prestigious competition such as Citra Pariwara. This year, Citra Pariwara has managed to receive hundreds of the best advertising project submissions from all over Indonesia, this competition was held by the Association of Indonesia’s Advertising Company (PPPI). Specifically, for student category, the award is called ‘Baru Gede’(BG) award. This competition was made to measure students’ creativity levels.
This year, students of UPH Faculty of Communication Science, Juan Ferdinand and Firtiza Octalia Eddy have successfully won a bronze trophy in ‘Baru Gede Award’ category among 73 entries from various universities all over Indonesia. Juan told that this was not an easy achievement, because many other finalists are more talented and have more experience – such as internships in advertising agencies. Moreover, the submission time for the competition is going together with our final thesis working process and submission. Although they took the decision to follow the competition with a very short briefing time from the committee, Juan and Firtiza are still prioritizing their final thesis. As a result, they only have 4 hours left for brainstorming and thinking about the advertising concept and idea. However, their advertising project with the title ‘Awas Kena Azab’ has gain the interest of the judges and has successfully came out as the third winner.
“To be the finalist is already something for me, but to be the winner is something that I didn’t expect,” said Juan.
‘Awas Kena Azab’ (‘Beware of Punishment’) is an advertising campaign which rises from the negative issues that has been spread about vaccine in Indonesia. Juan said that the target of advertising campaign with his concept is meant for middle to lower class people who likes to watch Indonesian television drama about ‘azab’ (a religious punishment).
“Becoming a finalist and meeting the other finalists, who are also very talented, experienced, and smart, has been a great opportunity already. It exceeds his expectation to come out as the winner. After the awarding ceremony, I managed to ask the adjudicators for feedbacks, turns out, other adjudicators also came near us. This is one of my biggest achievement,” Juan explained.
Juan admits that in the beginning, as he was planning to get into the Faculty of Communication Sciences, he wasn’t planning on anything special, he only wants to graduate in time. But, after many discussions and meetings with lecturers in the Integrated Marketing Communication (IMC) major, only then his passion for the major he chosen arise. He also didn’t imagine that he would be this determined to join the advertising world, and even be this enthusiastic in joining many advertising competitions. Moreover, from his previous achievements in advertising competitions, Juan has gotten an offer for an important position in a multinational advertising company after he graduated.
“UPH has changed my life with the pressure and its in-class assignments, which might not make sense, but is able to change my way of life. Previously, I only think about graduating, but UPH has managed to grow my potential. I have been trained with its tasks and assignments which might look very hard, so that I would not be shocked when I join a competition with a very short briefing. Behind all those seemingly unearthly assignments, they actually train us to enter the real professional world,” said Juan.
Congratulations and all the best Juan and Firtiza! ™