MAD Stars 2024: See this year’s winners, with Dentsu and Impact BBDO claiming Grand Prix of the Year

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MANILA, PHILIPPINES — MAD Stars, the international conference celebrating excellence in creativity, marketing, and advertising, returned with an enhanced iteration of its much-awaited festival, held from August 21 to 23 at BEXCO in Busan, Korea.

With this year’s theme “AIM: Aim Marketing Success with AI,” MAD Stars set the spotlight on the best works that blended marketing, advertising, and digital content, all of which were revealed on the festival’s culminating night.

Company and Network Awards

MAD Stars 2024 named Samsung as Advertiser of the Year, while Dentsu Inc. won Agency of the Year. Its respective network, Dentsu Group Inc., was named both Network of the Year and Holding Company of the Year.

Grand Prix of the Year (Public Services)

The Grand Prix of the Year (Public Services) award was bestowed to “My Japan Railway” by Dentsu Inc.

The campaign commemorates the 150th anniversary of Japan Railways (JR) and encourages both everyday commuters and travelers to explore their country through its extensive railway lines. By allowing people to collect digital and physical stamps designed to authentically represent each train station, the campaign enabled a unique and perpetually interesting experience for railway travel.

Dentsu Inc.’s Mariko Fukuoka received the award on the last night of MAD Stars 2024.

Grand Prix of the Year (PSA)

The Grand Prix of the Year (PSA) award was bestowed to “Child Wedding Cards,” created by Impact BBDO for UN Women Pakistan.

To generate awareness and support for passing laws to protect children from harmful practices, the #ChildWeddingCard campaign gets people to imagine what it would be like if a child bride were to design a wedding card. The heart-touching campaign caused clamor worldwide, setting the stage for important conversations and much-needed legislative changes.

Grand Prix winners

Japan and India secured the most wins under this metal, with Dentsu Inc.’s “My Japan Railway” and McCann Worldgroup India’s “Fit My Feet,” claiming three Grand Prix each across various categories.

See all Grand Prix winners here:

Gold winners

Japan came out strong in this category once again with eight awards secured. Publicis Dublin’s “Heineken Pub Museums,” TBWA\HAKUHODO’s “No Smiles,” and TBWA\Media Arts Lab Tokyo’s “Shot on iPhone: Midnight” scored three Golds each.

See all Gold winners here:

Silver winners

The “Yellow Canteen” campaign by Innocean Indonesia for Dulux made a remarkable impact with four Silvers, while GForce’s “The National Sport of Kazakhstan” and TBWA\Media Arts Lab Tokyo’s “Shot on iPhone: Midnight” scored three Silver awards each.

Japan secured nine Silver wins, followed by Thailand and Korea with eight awards each, and the Philippines and Indonesia with six Silvers each.

See all Silver winners here:

Bronze winners

Japan, Thailand, and Korea secured 14, 12, and 11 Bronzes each respectively; however, VML Singapore dominated with its campaign “Lux The End” receiving five Bronze metals, shortly followed by Cheil Worldwide’s “Try Galaxy Fold Experience” for Samsung with four Bronze awards.

See all Bronze winners here:

Crystal winners

Lastly, for the Crystal wins, Korea, Thailand, and Singapore acquired 14, 12, and 11 wins respectively. Furthermore, “Lux In Her Name” by VML Singapore for Unilever and “The Sound of Violence” by Cheil Hong Kong for Save the Children garnered four Crystals each.

See all Crystal winners here:

Overall, the most awarded campaign in this year’s festival went to TBWA\Media Arts Lab Tokyo’s “Shot on iPhone: Midnight” for Apple, with a total of 11 wins across various metals and categories. Meanwhile, Cheil Worldwide was recognized as this year’s most decorated agency with 21 awards, while Unilever collected 16 metals total for its respective campaigns.

adobo Magazine is an official media partner of MAD Stars 2024.