The festival is held for the first time at the Southern Federal University. It is organized by students of the Institute of Philology, Journalism and Intercultural Communication of the Southern Federal University in the areas of "Advertising and Public Relations" and "Journalism" for students of 1-4 courses from all over the Southern Federal District.

Kulek is aimed not only at the development of the university, but also at promoting unique local brands. The festival provides an opportunity to gain knowledge in the field of advertising from experts, realize your wildest ideas, replenish your portfolio, which will be useful for employment, with the help of provided cases, spend time with interest and make new acquaintances. In addition, the festival helps local brands expand their audience, start working with advertising specialists, expand their business and receive marketing support.

Anna Dmitrova, Director of the SFedU Institute of Philology, Journalism and Intercultural Communication, shared how the idea of creating a festival of this format came about:

"We relied on the experience of the St. Petersburg State Institute of Film and Television, where students have been organizing the festival on their own for a long time. One day, PR specialists and I visited this event, I liked it, and I thought, why don't our students try to do something similar. The guys did a great job. I think Kulek has a future and the project will continue."

On the first day of the festival, a case drawing was held for the participants, and experts gave a lecture "Underground in content".

The second day was full of lectures and master classes, such as "Introduction to content marketing", "Cross-marketing", "Branding and Identity", "How to create a brand from scratch", "Shooting Reels, visual", "Author's identity in copywriting".

More than a hundred people took part in the festival: These are students from Rostov-on-Don universities such as SFU, DSTU, RSEU (RINH) and RGUPS, from Krasnodar – KubSTU, as well as from Crimea – students of the V.I. Vernadsky Crimean Federal University (Simferopol).

On the third day, case defense, awarding of winners, as well as an Afterparty were held, where participants could relax and have fun after hard work on tasks. The winners were the participants whose team did the best job of completing the case, and the winners of special nominations and for an individual meme contest were also announced.

The winners of the V-Brand case, Ksenia Kondratskaya, Elizaveta Konovalova and Georgy Ermolaev from the Package Brigade team, KubSTU, 2nd year of the direction "Advertising and public Relations" shared their impressions:

The packaged Kulek advertising festival was very useful for both students and local brands. It allowed us to show the other side of Rostov-on-Don, give useful experience to the participants, unlock their potential and help in the development of the advertising sector. It is planned to make Kulek an annual festival in the same format, where the students themselves will be involved in the organization. We are waiting for everyone next year to immerse themselves even more in the field of advertising!