The 34th Grand AdClash: Steady on Track, Unfold Your Soft Power took place in May 14, 2026 at Robinsons Galleria, where fourth-year Advertising and Public Relations students from the Polytechnic University of the Philippines (PUP) College of Communication presented integrated marketing communication (IMC) campaigns for Kami Tissue under Quanta Paper Corporation.

As the official brand partner, Kami Tissue collaborated with Grand AdClash in giving students a real-world platform to apply their creativity, strategic thinking, and communication skills through campaign presentations developed for the brand.

Student teams S1DHAYA, THE UN2LD, D3VIATE, and ANG P1NTIG presented their campaign concepts before industry professionals, invited guests, faculty members, and fellow students, showcasing various insights and creative approaches that reflected their understanding of modern Filipino consumers and brand communication.

Among the panelists present were Steven Leung, Mark Jason Vivas, Jonathan Tilar, Min Roldan, and Yong Tapang Jr., who witnessed the students’ campaign executions and presentations firsthand.

Steven shared his experience witnessing the students’ presentations and creative executions throughout the competition.

“What stood out the most to us was how distinct and unique each team’s perspective was. Despite working on the same brand and receiving the same brief, every group managed to present completely different approaches, insights, and creative directions,” he added.

During the opening remarks, Mark emphasized the importance of supporting young creatives and recognizing the value of student-led ideas in shaping future brand conversations.

“We believe that the next big ideas are not always found in boardrooms. Sometimes, they come from students who are brave enough to challenge traditional marketing and see opportunities from a completely different perspective,” he shared.

The competition also allowed students to experience the realities of campaign pitching, collaboration, and live presentations in a professional setting.

Emerging as this year’s Grand Champion was ANG P1NTIG, whose campaign stood out for its strategic insight, cultural grounding, and integrated creative execution.

Team leaders Emar Lorenz Samar and Aldreich Pascual shared that the team’s campaign was built on resilience, consumer insight, and years of shared experiences in competitions and collaborative work.

“P1NTIG ’Di Padadaig is more than a motto. It is the heart of who we are and the reason we were able to turn every challenge into something worth celebrating,” Emar shared.

“Consumers are the boss, but the insight is the king,” Aldreich added, emphasizing the importance of strategic and audience-centered thinking in building their campaign.

For adviser Dan Patrick Macaya, the team’s victory reflected not only talent, but also years of growth, collaboration, and perseverance.

“This win is simply a bonus. The growth they gained throughout the journey is the real victory,” Macaya shared.

The program concluded with closing remarks from Overall Project head Jasmin Danielle Erfe, who expressed gratitude to the organizers, panelists, sponsors, and participants who helped bring the event to life.

Jamille Vergel de Dios, adviser of the 34th Grand AdClash, also recognized the efforts of both third and fourth year students in mounting the event and producing meaningful campaigns despite the challenges throughout the preparation period.

Through partnerships with brands such as Kami Tissue and Quanta Paper Corporation, Grand AdClash continues to bridge academic learning and real-world industry practice, encouraging students to develop campaigns that are both strategic and meaningful.