BUSAN, SOUTH KOREA — MAD Stars, one of the region’s biggest award shows, is happening from August 21 to 23. The organizing committee has unveiled this edition’s finalists ahead of its much-awaited festival run this year. For the Philippines, 26 finalists have been announced from eight agencies: Dentsu Creative Philippines, Leo Burnett Manila, Gigil, MullenLowe TREYNA, TBWA\ Santiago Mangada Puno, Oliver Philippines, and Leron Leron Sinta.
Here’s the breakdown of finalists from the Philippines:
- Dentsu Creative Philippines – seven entries
- Leo Burnett Manila – six entries
- Gigil – five entries
- MullenLowe Treyna – four entries
- TBWA\ Santiago Mangada Puno – two entries
- Leron Leron Sinta – one entry
- Oliver Philippines – one entry
Dentsu Creative Philippines
The agency secured seven spots in this year’s MAD Stars shortlist, namely for its work for Greenpeace Southeast Asia – Philippines and the Foundation for Media Alternatives in the following categories:
- “Black and White” for Greenpeace Southeast Asia – Philippines
- Print Stars > Sectors > Non-for-Profit/Charity/Government
- Print Stars > Print Craft > Photography
- Outdoor Stars > Sectors > Non-for-Profit/Charity/Government
- Outdoor Stars > Ambient > Live Advertising & Events
- Design Stars > Communication Design > Posters
- “Foundation for Media Alternatives – Face of Courage” for the Foundation for Media Alternatives
Leo Burnett Manila
Leo Burnett Manila’s partnership with McDonald’s Philippines continues to rake in recognition as it takes five finalist spots for its recent works with the brand, plus an additional shortlisted entry for Roots for Health and Jsunitrade.
- “Ride the Arches” for McDonald’s Philippines
- Diverse Insignts Stars > Sectors > Finance/Services/Entertainment & Leisure/Travel/Restaurants/Commercial Public Services/Pets
- Brand Experience & Activation Stars > Sectors > Finance/Services/Entertainment & Leisure/Travel/Restaurants/Commercial Public Services/Pets
- Brand Experience & Activation Stars > Use of Brand Experience & Activation > Use of Merchandising / In-Store Marketing
- SDGs (Sustainability Development Goals) Stars > SDGs > Sustainable Cities and Communities
- “Famously Visited” for McDonald’s Philippines
- Outdoor Stars > Sectors > Finance/Services/Entertainment & Leisure/Travel/Restaurants/Commercial Public Services/Pets
- “Pag-ibig Diaries” for Roots for Health and Jsunitrade
- SDGs (Sustainability Development Goals) Stars > SDGs > Good Health and Well-Being
Gigil
Gigil, meanwhile, has landed on five shortlists with works from various clients, namely its viral campaigns for Grab, Tobistro Foods, and Unilever Philippines. The categories to watch out for for these works are:
- “Summer” for Grab
- Film Stars > Sectors > Finance/Services/Entertainment & Leisure/Travel/Restaurants/Commercial Public Services/Pets
- Viral Video Stars > Sectors > Finance/Services/Entertainment & Leisure/Travel/Restaurants/Commercial Public Services/Pets
- “Group Order” for Grab”
- Film Stars > Sectors > Finance/Services/Entertainment & Leisure/Travel/Restaurants/Commercial Public Services/Pets
- “Cool” for Tobistro Foods
- Strategy Stars > Sectors > Drinks (Alcoholic & Non-Alcoholic)
- “Perspective Billboards” for Unilever Philippines
- Outdoor Stars > Sectors > Pharmaceutical/Toiletries
MullenLowe TREYNA
The “Right to Care” campaign is once again representing the Philippines’ fight for equality in international shows, securing four finalist spots at this year’s MAD Stars with client, the Quezon City Local Government Unit. The initiative is in the running to win a metal in the following categories:
- “Right to Care” for Quezon City Local Government Unit
- SDGs (Sustainability Development Goals) Stars > SDGs > Reduced Inequalities
- PR Stars > Sectors > Non-for-Profit/Charity/Government
- PR Stars > Practices & Specialism > Public Affairs & Lobbying
- PR Stars > Practices & Specialism > Launch or Re-Launch
TBWA\ Santiago Mangada Puno
Thanks to TBWA\ SMP’s work with SG Enable, two entries have been added to the list: Frequently Awkward Questions and the Golden Arches Development Corporation.
- “SG Enable: Frequently Awkward Questions”
- Social & Influencer Stars > Social Insight & Engagement > Audience Targeting/Engagement Strategies
- “McDonalds We’re Lovin’ All: From Employees To Customers” for Golden Arches Development Corporation
- Integrated Stars > Sectors > Corporate/Institution
Leron Leron Sinta
For its campaign for client Del Monte Philippines, Leron Leron Sinta has also landed on this year’s MAD Stars shortlist with “RANT,” specifically on the Film Stars > Sectors > Drinks (Alcoholic & Non-Alcoholic) category.
Oliver Philippines
Lastly, Oliver Philippines joins this year’s contenders with Maya Philippines for “Maya – Ebrything is Bitcoin.” The campaign caught the Integrated Stars’ jury board, specifically in the Integrated Stars > Sectors > Finance/Services/Entertainment & Leisure/Travel/Restaurants/Commercial Public Services/Pets subcategory.
In this 17th year, MAD Stars takes on the theme of “AIM: Aim Marketing Success with AI,” putting the spotlight on the best works that blend marketing, advertising, and digital content – fully committing to its promise of being the ultimate “MAD TECH” festival. The works that best represent this will be showcased at the show, with winners to be announced on August 23 straight from BEXCO, Busan in South Korea.
adobo Magazine is an official media partner of MAD STARS 2024.
