It’s all about the change of heart:Find more inspiration with this issue and literary folio in one

UP students dominate

Pepe Jeans Integrated Marketing Challenge

Japanese nostalgia: Accounts of a student in pre-2011tsunami Japan

UP wins Pepe JeansMarketing Challenge

After weeks of brainstorming, preparation and hard work, the deciding moment for four team final-ists has come. The final round for the Integrated Marketing Challenge for Pepe Jeans Eyewear has put each team to their maximum potential as they outdo each other to show who deserves the top prize. The final round of the IMC was held at the KYSS Lounge & Bar in Makati City last April 6, 2011 and was hosted by Saab Magalona and Regina Belmonte.

Four teams from three different universities—Uni-versity of the Philippines (UP), University of Asia and Pacific (UA&P) and Ateneo de Manila University (ADMU)—introduced their IMC presentations from research, to conception of the idea to strategies and execution. Each team definitely proved that they deserved to be in the final round as they presented their contending marketing plans for Pepe Jeans Eyewear.

From ADMU, Team Force’s marketing campaign was the first one up for judging followed by Team Perspective from UP. Then Team Mojo from UA&P presented their campaign, and last but not least to present was Team 20/20 also from UP. It wasn’t all about the competition, however, as enter-tainment was provided by the ADMU Blue Repertoire who performed an acapella rendition of mashed pop songs and by UA&P Squadra who performed an ef-fervescent dance number for everyone in the event.

While the decision wasn’t easy, ultimately, the judges declared Team 20/20 from UP as the win-

ner with their “Framed in Style” market-ing campaign. Their winning campaign was based on a rigorous research from focus group discussions and surveys. For them, the negative results from their research are not problems but rather an opportunity. From here the team came up with the big idea, “You are what you wear”, and so the market-ing plan was born. They also came up with a 3D campaign (Discover, Desire and Dare) that strategically executes their vision for Pepe Jeans Eyewear. Their sound ideas and concepts based on intensive research added with the creative presentation gave them the winning edge. Members of the team are Maf Aguila, Billy Arellano, Patrick Carbonell, Kristine Cunanan, Erika Iñigo, JB de Joya, Ged Payno and Chase Suguitan. Team 20/20 wins Php 75,000 and bragging rights, and each member also gets a pair of Pepe Jeans Eyewear.

The fun didn’t end at the announcement of winners. Everyone in the event mingled, danced and had fun while drinks and deli-cious food were served provided by KYSS after. At the end of the night, the victory wasn’t for Team 20/20 only, but for UP and Pepe Jeans London as well. Indeed, for all the participants, they won more than just the cash and material prizes, but an experi-ence worth remembering and learning from.

Winners of the Pepe Jeans Integrated Marketing Competition, with the judge, pose for the camera upon receiving their prize. They are comprised of students from CBA and School of Economics.

THE JES

SIDHI 2010-2011

Editor-in-Chief: Jessica Manipon Associate Editor: Miguel Pojas Managing Editor: Sol Francesca Cortes

Lay-out Editor: Geraldine Guarin Graphics Editor: Sheena Cases

Contributors: Pamela Corpuz, Irene Grace Endaya, Arsenio Lukban, Issa Poco, Karen Orticio

Literary Contributors: Madel Alloria, Joana Bagano, Bea Bayudan, Clarissa Camaya, Sheena Cases, Jazzle Cruz, Kevin Estopace, Geraldine Guarin, Christine Mamuyac, Jessica Manipon, Karen Orticio,

Miguel Pojas

Here’s the thing: I was never good at editori-als. Heck, the last two I made were seriously below standards, and my friends are too nice to admit it to me (I don’t even think they read my editorials at all). Ten years from now when I read them again, the first thing I’ll do is keep them in a vault, lock them for the rest of my life. There is no excuse for my unsatisfac-tory editorials. So I guess I’ll make the most out of the last one I have.

I could write about how disappointing elections were, both local and the university. I could write about the School and its glory and stink. I could write about politics or student-teacher power relations. I could write about how I will miss college. I could even write about our dog and the fact that we don’t have one. But I don’t and I won’t.

When my editorial board started SIDHI this year, it felt like we were building it from scratch,skipping the part where we had to mark this publication as “official”. Other than that, we had almost nothing except stock knowledge in publishing. We relied on that, nonetheless, and on many other intangible yet powerful things to keep us afloat. Indeed, here we are—on our promised last issue.

We wanted SIDHI’s comeback to be grand and remarkable. We took risks. We experimented. Ulti-mately, we delivered. But it wasn’t easy, like most things in this world are. Perhaps we started strong, but towards the end, there were just too many tribula-tions. I admit there were times when I asked myself what these editing and lay-outing and brainstorming are for anyway. Is it even worth it?

The answers weren’t at all clear until a few min-utes ago. Simply enough, SIDHI is for the students. I still believe that SIDHI is an outlet for frustrated journalists, writers and artisans trapped inside the School of Economics. You think that the School could very well function without SIDHI. But I am a 100% sure SIDHI—or, at least, what it exists for—will linger on with the students always, and in the end, we realize that we need this. We need this outlet. We need to be heard. We need this publication. Ultimately, this answers the question that yes, this is worth it.

This is going to be selfish, but I just want to say that not only does this issue mark the last under this year’s editorial board, it also serves as my remem-brance for my four years of college. Those marvel-ous four years that made me know who I was, what I wanted and what I am looking for. College wasn’t just about the people whom I met and learned from (although that was the biggest part); it was about the whole experience—the learning, drinking, writing, playing and living. Professors who forever changed the way I look at life, friends whom I am scared to lose, best friends who fit the cliché of best friends and SIDHI which surprisingly became a part of my college life—these define my side of college, my corner in UP School of Economics. High School was fun and all, but college (at least in UP) was an expe-rience of a lifetime.

In this issue, again we tried to show how col-lege life, at least in the School, is simply wonderful through the eyes and words of econ students. This last issue is not a redemption but rather a gateway—a gateway for the future of SIDHI, for my future and for all the things I believe in. Here is to SIDHI and everything beyond.

Write. Draw. Create.INTENSIFY

your next school year.

SIDHI2011-2012

awaits.

emailsidhi.upse@gmail.com

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