Promoted by the Association of Advertising Professionals (APP), the event brought together more than a thousand people at ESPM and the Faculty of Fine Arts
A festival made for students and with students. This is how Fest’UP can be summed up, which reached its 34th edition on September 14th with the theme “Creative Connections: From Inspiration to Results”. Promoted by the Association of Advertising Professionals (APP), the event brought together approximately 1,500 students from 96 universities and schools at the Escola Superior de Propaganda e Marketing and Faculdade Belas Artes in São Paulo. In addition to the opportunity to attend 80 speakers, professionals who are highly recognized in their field, many of these students also had the opportunity to work with the organization, becoming part of the Fest’UP staff. In some educational institutions, the activity is considered a complementary activity to the school curriculum.
Renata Alcalde, who has been involved with the event for many years, previously as director and currently as vice president of Education and Development for the association, says that the event’s curation begins in April, based on intense dialogue with students. “It is essential to understand what the market needs to teach, but always with a focus on the applicability of these topics for students. The content needs to connect with what they consume, otherwise it will be difficult for them to assimilate it,” she comments.
As coordinator of Arenas, ESPM’s creativity, business and content production center, Renata works with 110 students per semester. A true focus group, as she herself says. “I listen a lot to what they are saying so I can adapt theory and practice. I raise the topics, the market movements and ask them which brands they are enjoying, which topics make a lot of sense strategically and creatively speaking. I ask for examples of what they are consuming so we can find the right people to speak. Many of these are topics that we have been discussing for a long time, but we seek the student’s perspective”, she continues.
In addition to the lectures, students were also able to participate in several activities supported by major brands in the market. With the two institutions located on the same street, it was possible to create a common space that became a food and entertainment area between one lecture and the next.
Hands on – Student involvement in Fest’UP is not limited to lectures. Some universities brought students to act as support for the event, performing tasks such as welcoming guests, providing support in rooms and auditoriums, creating content for social media, among other activities. This was the case of 15 young people from Unisanta, in Santos (SP), who went up Serra do Mar early to act as staff. In addition to them, another 80 colleagues participated in Fest’UP this year.
Giovanna Capomaccio, coordinator of the Advertising, Propaganda and Graphic Design courses at Unisanta, observes: “They love Fest’UP, not only because of the grandeur of the event, but because they spend the day alongside market leaders, professionals from major brands and colleagues from other cities. It’s an exchange of knowledge and culture that goes beyond the classroom.”
Debora Massarollo Otoboni, coordinator of the Advertising and Propaganda course at Unimar, in Marília (SP), highlights the tradition of students participating in the event. “Every year we bring our students to Fest’UP. It’s an incredible opportunity to have direct contact with the market, learn about trends and participate in an enriching cultural experience. This year we brought our largest delegation, with 70 students”, she celebrates.
Regionalization – This year, Vitória, Florianópolis, Vale do Paraíba and Campinas held local editions of Fest’UP, bringing together students from nearby universities who cannot always travel to São Paulo. APP Ambassador since 2022 in Santa Catarina, student Viviane Miranda, from the University of Vale do Itajaí (Univali), saw Fest’UP in São Paulo as benchmark.She observed everything carefully to apply the model in the next edition to be held in Santa Catarina.
She, like so many other ambassadors, knows that Fest’UP is much more than an event – it is a living laboratory, where every detail counts to create remarkable experiences, ensuring that the spirit of innovation and knowledge exchange that characterizes Fest’UP continues to expand without barriers.
APP Ambassadors Program
The rapprochement between APP and the academic world is not limited to Fest’UP. In 2022, the association expanded the boundaries of the APP Ambassadors Academic Program, with the aim of disseminating nationwide activities focused on practical knowledge of the market in the student environment. Through actions developed by professionals working in various areas of the creative communication industry, the program presents students with countless opportunities to work in this innovative and constantly evolving sector.
With nationwide coverage, the APP Ambassadors Program is improved with each new edition, connecting educational institutions with APP to provide the best experiences for students. Currently, the program has 49 participants, 41 of whom are students and eight graduates who remain involved in new projects. These Ambassadors act as bridges, bringing APP’s values to the academic environment and perpetuating the association’s purpose.
“The program offers academic experience with a professional touch, bringing APP closer to students and providing relevant content for their training, applicable in their future professional journey”, comments Amadeu Nogueira, director of APP Brasil and coordinator of the Program, who, together with director Maria Teresa Arbulu, are the current managers of this initiative.
And what happens when the student graduates? “Many want to continue volunteering with the association. That’s why we created opportunities on the board for these young professionals, who will also understand the importance and dynamics of an organization that fights for the development of the sector,” says Silvio Soledade, president of APP.
