May 7-10, 2014 – It was dubbed as the biggest marketing and advertising event in the country, and we were jumping in. Mind you, it wasn’t merely testing the waters – dipping our toes to see if the water was just right. We’re talking about really jumping in!
As we knew we were to be faced with companies from different industries and about 3,000 attendees, we were challenged to be as creative as we can be – yes, even with our limited resources. We were called to be creative in every aspect of the word! For our booth, we wanted something that did not only showcase our brand, but was also unique, creative, eye-catching, and something that our audience will get something from (not just a tangible giveaway but something that might even make them ponder.)
After much debating and brainstorming, an incredible quote from Todd Henry inspired us to cook up a concept related to “Die Empty”. It talked about never going to the grave with your best work inside you. Hence, the VCS DREAMBOARD was designed and put up – encouraging people to post up their sentiments in completing the sentence “Before I die, I will _____.” We included our play on the left and right side of the brain – taking in the premise that whether you’re more logical or more creative, your contribution will always make a difference in the world. Hence, dreaming big is an essential thing!
Our take away was our generic business card that can also serve as a pocket reminder; as participants can also write their answers on them, carry them around as a form of motivation.
The TRADEX tent began to fill up with students, attendees, potential clients and even celebrities and big names in the industry graced the venue. What we initially thought as a simple themed freedom wall for a tarpaulin to be filled up only on one side became filled up with dreams and wishes – so much so that we even had to place an extra tarp to accommodate everything! More so, we had the honor of having names like Simon Kemp, TV 5’s Juan Direction and Shawn Yao, as well as company CEOs, marketing practitioners, advertising people, students, Subic locals, security guards, and a lot of other people from all walks of life write on our dreamboard!
Aside from our dreamboard, we also gave away raffle prizes in forms of gift certificates from restaurants, shopping and spas. All the participants had to do was register or drop their cards off, and then write on our dreamboard! Some lucky people also won these goodies during our Before I Die presentation onstage; all they had to do was share their dreams right onstage!
The dreams ranged from small to big: from eating a huge steak, writing a novel, visiting Japan or Paris, to travelling around the world, adopting an orphan, sending someone to school for free, or marrying the person of their dreams. It was quite a pleasure watching people from different backgrounds with different stories to post their dreams on our wall.
At the end of it all, our simple booth actually won Best Theme! I guess more than the sharing of dreams, it was really sharing knowledge and wisdom. Our thoughts were this: dreams are the birthplace of creativity. It’s what pushes us to do what we do – because we actually want to fulfill a goal or a mission. What drives people to map out their journey, make the best out of their resources, take risks and get out of their comfort zones are big dreams that they have for themselves. And in the process, they get learn so much in the process. That’s why more than the destination, it’s the journey that counts – the enlightenment received along the way.
Which is quite perfect, considering this year’s Ad Summit Pilipinas theme is “The Age of Enlightenment.” And believe us, astounded as we were as to how our booth turned out, it definitely was one of the most enlightening moments for the whole team.