By salami GodschoiceA bold creative concept titled “The 37th State” took centre stage at the 2026 Advertising Industry Colloquium as students of Kwara State University (KWASU) emerged winners of the Advertising Pitch Competition organized by the Advertising Regulatory Council of Nigeria (ARCON). The KWASU team’s presentation introduced the “37th State” as a symbolic state beyond geographical boundaries . Beyond the idea, the team presented a structured project plan outlining how the “37th State” concept could be implemented as a sustainable initiative. Explaining the choice of the name, the team said the “37th State” was intentionally described as a state, not a slogan. KWASU’s presentation recorded the highest score of 489.5 points, earning the team first place and the ₦1 million cash prize.