Immersive Collaboration Brings Promotions to Life at Hackathon 3.0

Photos by: Mary Roseanne A. Fernandez, JAMEX

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Themed decorations, stage props, and circus-inspired pieces inspired by The Greatest Showman greeted students at the entrance of the National University Dasmarinas Gymnasium on February 7, 2026. What looked like a themed school set up at first glance gradually revealed itself to be something even better by midday: a creative space where marketing students would listen to industry creatives in the morning and put their own ideas to the test by afternoon.

Organized by the Junior Alliance of Marketing Executives (JAMEX), the university’s local marketing association recently recognized as the Top Outstanding Junior Marketing Association of the Philippines by the Philippine Junior Marketing Association, Hackathon 3.0: Where Promotions Come Alive garnered hundreds of attendees from Marketing, Grade 11 ABM, and other programs under the School of Business, Management, and Accountancy for a full day advertising-focused event from 8 in the morning until 5 in the afternoon.

The morning was structured as a seminar session, but the engagement felt more closer as directors share real-world creative experiences. After opening remarks and ice breakers, students heard from Mr. Caleb Cosico, Creative Director at BBDO Guerrero, who discussed the role of visual storytelling in campaigns and the discipline behind creative work. “Don’t be boring, or at least be visually interesting,” he said to the aspiring creatives and marketers, reminding them that creativity must be delivered with intent. He added, “It’s okay not to know what you are doing,” which made the greatest impact with students navigating the unknowns of pursuing their chose careers.

Mr. Jonah Brocka, Creative Director at Lea Manila (Blackpencil Manila), followed with insights on fostering engagements and building meaningful brand experiences. Quoting Leo Burnett, he said, “When you reach for the stars, you may not quite get one, but you won’t come up with a handful of mud either,” encouraging students to aim high in their ideas. During his speakership, he emphasized to not just aim to create brand experience for people but to aim as well to transform what the brand can do for the people.

Beyond the creative talks, the program included interactive segments, raffles, and special student awards that kept the atmosphere light while maintaining focus on learning. By midday, chairs were moved, spaces were cleared, and the set up gave way to open the floor for the afternoon program filled with networking and collaboration.

The turnover of the event location marked the start of the hackathon portion of the event. After a brief soft launch of L’Oreal Brandstorm 2026 by a student ambassador, Ms. Sophia Ashley Gali, participants were grouped into teams, designed their flags, and reviewed mechanics for an almost two-hour long synergism. The activities required students to think quickly, organize ideas, and work with colleagues—mirroring the real-world industry collaboration and work pace often experienced in creative industries.

The theatrical entrance and the transformed creative floor contributed to the immersive feel of the event. What began as a session filled with industry-focused talks ended into a collaborative discussion and creative adaptation among the marketing students.

To have a deeper understanding of how textbook concepts translate into industry practice, is the goal of Hackathon 3.0. While theory provides foundations for student’s knowledge, exposure to the practical mindset and processes utilized by professionals when developing campaigns is the best way to absorb knowledge and become industry leaders.

As the day ended with awarding ceremonies, closing remarks, and a photo opportunity, students left with more than just booth vouchers and award certificates. They carried with them a clearer vision of how promotional ideas is formed, refined, and executed, something that is not gained by merely listening to industry experts, but by attempting to process it themselves.