ITB Student Team Wins First Place at Advertising Week Festival UI 2024

ITB Student Team Wins First Place at Advertising Week Festival UI 2024JAKARTA, mahasiswaan.itb.ac.id – The Bandung Institute of JAKARTA, kemahasiswaan.itb.ac.id -  Week Festival UI 2024 (AWF UI 2024) in the Digital Campaign category. The team, DIVA, consists of Anindita Putri (17421017), Valencia Putri Roselin (17421034), and Gabrielle Ivy Luna Putri (17421025). All of them are students majoring in Visual Communication Design, specializing in Advertising Visual Communication (DKV KVP) FSRD ITB.

Advertising Week Festival UI 2024 (AWF UI 2024) is an advertising festival held by the University of Indonesia. It aims to introduce the world of advertising and the creative industry to the younger generation. AWF UI 2024 has various competition categories, such as brand innovation, digital campaigns, photography, and digital design, that are open to the general public.

In the AWF UI 2024 competition, the DIVA team, comprising Dita, Ivy, and Valen, stood out with their unique approach. They brought the theme of sustainability, as defined by Sustainable Development Goal 12 (SDG 12), to the forefront. Their campaign, a fusion of horror elements and gaming, was a novel way to raise public awareness about recycling.

"So, in the beginning, we tried to collect all the ideas, actually album-albumin (album: the origin of the sound) first, but we tried to connect with the culture of Indonesian people who like things that are mythical or supernatural, then after we (did ) did some more research, apparently Indonesians like video games, right, so we tried to combine the two elements and finally the concept we are currently using," said Ivy.

In the game, players have the primary mission to clean up trash in the game world and exchange it for recycled bottles. Apart from the game, the campaign consists of several stages. As an initial stage, the DIVA Team made funny tweets to attract public attention on social media to introduce the game. After that, they added a horror-themed Instagram filter that matched their theme for players.

Valen added that preparations for this competition started in early May, with research and brainstorming for two weeks, followed by the execution stage assisted by their supervisor. "The biggest obstacle is a matter of time because the processing time is only a week, and coincidentally, we are already in the Final Semester Examination preparation period, so we have to divide the time, adapting academics to this competition. We also actually consulted a lot with Mr. Alva, our KVP lecturer. "So, we get a lot of input and also know what is realistic," he explained.

"We have always participated in competitions and lost quite a few, so when we get news of losing, we're used to it. If we want to think that we only want to win, it seems like we have given up a long time ago. But in my opinion, there's nothing to lose. Even if you lose, you will get at least work that can make a portfolio, and you will also have the opportunity to improve and correct mistakes. "So the key is never to give up, don't hope too much to win without thinking about what the input will be," said Dita.

Ivy also emphasized the importance of the learning process during the competition. He advised me not only to focus on the results but also to enjoy the process. In every journey, the most important thing is how we develop. According to him, as long as we learn and become better than before during the process, that is already a success.

The DIVA Team's success can inspire them to continue trying and contributing to their fields. "For friends who haven't gotten what you want, be patient and keep trying because surely one day there will be a time, there will be a time. "Even though it may take a long time, stay patient, keep trying, and be enthusiastic," advised Dita.