The adobo LIA Young Creative Competition embraces fearless creativity with 2025 brief: 'Creative Confidence Unleashed'

MANILA, PHILIPPINES — Adobo Magazine, together with the London International Award (LIA), is back for the adobo LIA Young Creative Competition 2025.

For 13 years, adobo Magazine has been the exclusive publication in Asia with the privilege of connecting creatives to the London International Awards’ programs, offering them the chance to engage with global creative leaders.

This year we are inviting young advertising creatives ages 21 to 30 with a bigger challenge to break free from limiting mindsets and embrace creative potential with the theme: “Creative Confidence Unleashed.”

Sponsor

The brief: ‘Creative Confidence Unleashed’

Filipinos are naturally creative and innovative. Across industries, our talent is recognized and celebrated on the global stage. Yet, why do we sometimes hesitate to embrace and showcase our own brand of creativity? Why do we doubt our potential, despite proving time and again that we have what it takes?

This hesitation is deeply rooted in our cultural values—particularly hiya and pakikisama.

Hiya can be understood as a sense of propriety or shame, a deep-seated concern about maintaining social standing and avoiding embarrassment. Meanwhile, pakikisama emphasizes harmony and belonging, encouraging us to blend in rather than stand out.

Sponsor

While these values foster a strong sense of community, they can also hold us back. Hiya can lead to self-doubt, making us hesitant to take risks or step into the spotlight for fear of being seen as boastful. Pakikisama can suppress bold, individual expression, as we often prioritize fitting in over standing out.

But what if we reframe these values? What if hiya became a source of pride in our work, and pakikisama evolved into collective support for fearless creativity? It’s time to break free from limiting mindsets and embrace our creative potential.

This competition is your chance to step forward, own your talent, and redefine what it means to be a creative Filipino. Are you ready?

The challenge

This year’s competition is about unleashing the creative confidence of the Filipino, bringing back to the essentials: original ideas and craftsmanship excellence. Let your creativity take center stage and create something original that expresses your creative confidence and inspires confidence in others. Create something you’d proudly see displayed in a coffee shop or art gallery – a beautifully crafted original that blends striking visuals and compelling copy.

For this challenge, your final output should be a mounted A3 poster. How you bring your vision to life is entirely up to you. Want to go old-school with paint? Try mixed media? Showcase your photography skills? Go fully digital or even experiment with AI? It’s your call. But if you choose to incorporate AI, you must disclose it in your submission.

And because this competition is all about creative confidence, we want to hear your story. Along with your poster, submit a 90-second video pitch explaining your design choices, creative process, and any details that will help the jury fully grasp your vision.

Now’s your time to be bold, be proud, and let your creativity shine confidently.

Participants must form a team consisting of two (2) entrants: art and copy.

CRITERIA

Idea – 40%
Craftsmanship – 40%
Originality – 20%

The client: Creative Economy Council of the Philippines

The Creative Economy Council of the Philippines (CECP) is a non-profit consultancy and advocacy group that champions Philippine Creativity for sustainable economic growth, inclusive societal development and a stronger cultural identity for the Philippines.

Established in 2017, the CECP is dedicated to helping the Philippines become a globally recognized and competitive Creative Economy. CECP advises policy makers, business leaders, local government units and educators on creative policies and strategies that will nurture and grow our Nation’s Creative Capital.

We are CECP. We Make Creativity Count.

The prize

The two (2) members of the winning team will each get a slot in the Creative LIAisons Program, which will take place in September or October 2025, concurrently with the LIA judging in Las Vegas at the Encore Wynn Hotel, one of the top hotels in Las Vegas. LIA will pay for flight and hotel accommodations for the two winners.

Another team of two (2) creatives will get to join the LIAisons Virtual Program, a global one-to-one virtual coaching and networking program that allows emerging talent, up to the age of 30, to have access to industry leaders.

Kindly note that the date above is subject to change. In the event that a winner’s visa application is not approved, adobo Magazine will not be held liable.

Eligibility requirements

Participants must be between the ages of 21 and 30 by October 2025. Individuals under 21 or over 30 years old are not eligible to participate in the competition.
Participants must be employed in a 4As Philippines member agency or employed in a DMAP member company. Participants from independent agencies that are not 4As or DMAP members may join, subject to the organizer’s approval.
This will be a team competition. Participating teams must consist of two (2) entrants, with at least one creative in the team. Entrants must not be part of more than one team.
Both entrants must come from the same agency.
Agencies can send in as many teams as they choose.
Entry fee of PHP 5,000.00 per team.
One entry per team only.
Participants must have a valid passport.

Submission guidelines

Fill out the Entry Kit form.
You must submit a physical copy of your poster.
- Your mounted poster must be an A3 size (297 mm x 420 mm, 29.7 cm x 42 cm or 11.7 in x 16.5 in).
- You must include a 9cm x 6cm (1/8 index card) label for your physical output with the following info:
  - Name of the entrants and Team Name
  - Your agency
  - Work Title
You must upload a digital copy of your poster.
- The digital copy must be an A3 size (297 mm x 420 mm, 29.7 cm x 42 cm or 11.7 in x 16.5 in)
- Pixels: 300 DPI (at least)
- Format: .JPG / .JPEG
- File size: 100 mb (maximum)
If you used AI tools in your entries, kindly indicate it through the entry form.
You must upload a 90-second video pitch explaining your design choices and your creative process.
- File size: 100 mb (maximum)
Once you are ready to submit your entries, please send the physical A3 poster to adobo Magazine’s creative hub, The Astbury at Poblacion, Makati, on Monday, February 24, 2025, from 9:00 AM and no later than 6:00 PM.

Dates to remember

Competition Briefing + Open Call for Entries: Monday, February 17, 2025
- Streamed live on adobo Magazine’s Facebook and YouTube channels.
Deadline for Entries: Monday, February 24, 2025
Judging: Thursday, February 27, 2025
- To be held in person, exclusively for the jurors and organizing parties, at The Astbury in Poblacion, Makati.
Awards Night:Thursday, March 6, 2025
- At The Astbury in Poblacion, Makati.

Payment details

There’s an entry fee of PHP 5,000.00 per team. Kindly submit your payment on or before Wednesday, February 26, 2025. Once payment is complete, please submit your proof of payment using this Google Form. Ensure that the screenshot clearly displays the payment date.
- For BPI:
  - Bank Name: Bank of the Philippine Islands
  - Account Name: SANSERIF INC.
  - Account No.: 3521-1036-46
- For GCash and MAYA via PayMongo:
  - Click this link to access adobo Magazine’s GCash and Maya bank details.

The briefing of the adobo LIA Young Creative Competition 2025 happened earlier today, February 17, at 4:30 PM, on adobo Magazine‘s Facebook and YouTube platforms. The competition officially opens its call for entries after the briefing. Participants have until February 24 to submit their physical outputs and online entry form submission.

The jury will screen entries on February 27, and the awards night will be held on March 6 at the Astbury in Poblacion, Makati.

The jury

Maan Bautista, the Executive Creative Director of VML Philippines, is leading the adobo LIA Young Creative Competition 2025 jury. She will be joined by a distinguished panel of industry powerhouses: