PR consulting group Prain Global (CEO Kim Pyeong-gi) announced on the 23rd that it will hold the '2025 PRAD Challenges', an advertising and PR contest for university students nationwide, in collaboration with the Department of Public Relations and Advertising at Sookmyung Women's University.
This contest was designed to discover the creative thinking and practical skills of university students, and participants were asked to propose campaign ideas applicable to real-world marketing environments for Monami and Kyochon Chicken, two of Prain Global's major clients.
There are two themes for the contest: Monami must present strategies and campaign ideas for its leap from a stationery manufacturer to a lifestyle brand under the theme of 'From Stationery to Lifestyle Icon', while Kyochon Chicken must present its direction for leading global food culture under the theme of 'Beyond Chicken, Future Dining'.
Submissions are divided into two categories: a proposal and a solution case. Proposals must be no more than 30 slides in PDF format, and solution cases must be submitted with a video and a presentation board of no more than 120 seconds. Eligible applicants are university students nationwide who are currently enrolled in a two-year or higher university or students on leave of absence. Individuals or teams of up to four can participate.
Submissions will be accepted from October 10th to November 6th, and the finalists will be announced on November 13th. The finalists' presentations and awards ceremony will take place on November 20th.
Awards will be presented in separate categories, Monami and Kyochon Chicken. The grand prize winner in each category will receive 1 million won, the two excellence prize winners 500,000 won each, and the three encouragement prize winners 300,000 won each. All winners will be eligible to participate in Prain Global's one-day workshop, and the grand prize winner will be exempt from the first round of document screening when applying for a job.
Prain Global Director Han Yoon-jin said, “This contest will be an opportunity for college students to develop their PR skills by experiencing real-world branding projects,” and added, “In particular, it will serve as a starting point for analyzing Generation Z’s mindset and consumer awareness and reflecting this in brand strategy.”
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