MANILA, PHILIPPINES — Representing the Philippines on the global stage, GIGIL, a proudly Filipino-owned independent advertising agency, earned top honors at the 2024 Clio Entertainment Awards last November 14 in Hollywood, California. The agency secured a gold award in the Out of Home category and a silver award in the Experiential and Activations category for its “4Dish Pot” campaign that promoted Netflix’s series, Replacing Chef Chico. The awards celebrate entertainment marketing excellence in the areas of film, television, live events, and gaming.
Established in 1971, the prestigious Clio Entertainment Awards is considered as the Oscars for creative ideas and excellence in entertainment marketing. The annual awards recognize the industry’s most creative and effective advertising, design, and communication campaigns in film, television, live events, and gaming.
“This recognition highlights how immersive storytelling can create meaningful connections with audiences,” said Jake Yrastorza, Managing Partner at GIGIL. “We’re especially proud to elevate Filipino creativity to a global stage through this campaign.”
A new standard in experiential advertising
GIGIL’s winning campaign for Netflix’s Replacing Chef Chico captivated audiences with an extraordinary 4D experience in Glorietta, one of Manila’s most iconic malls. The towering 24-foot installation featured 217 LED screens, dynamic smoke effects, and a floor that shook to simulate a boiling pot of kare-kare, the beloved Filipino stew that features a thick peanut sauce.
Replacing Chef Chico from Netflix Philippines celebrates Filipino culinary heritage and drama, providing the perfect inspiration for this innovative activation. Guests were fully immersed as actors Piolo Pascual, Alessandra de Rossi, and Sam Milby appeared to drop ingredients into the pot, creating an engaging multi-sensory spectacle complete with the rich aroma of kare-kare.
Inside the head-turning campaign that delivered results
Thousands of mall-goers experienced the campaign firsthand, immersing themselves in the unique activation where the series’ lead actors broke the fourth wall to interact directly with viewers. The campaign achieved remarkable results, garnering 5.5 million views and 480,000 engagements, while generating USD 144,500 in earned media value. It also propelled Replacing Chef Chico to the No. 01 spot on Netflix Philippines, where it remained in the Top 10 list for six consecutive weeks.
This campaign marks Netflix Philippines’ first-ever 4D experiential activation, pushing the boundaries of creative advertising in the country.
A growing presence on the global stage
GIGIL’s win at the Clio Entertainment Awards marks another milestone in a year of international recognition for the agency. At Korea’s MAD STARS advertising festival, GIGIL earned multiple awards for its campaigns with Grab and Closeup. Earlier this year, the agency was ranked No. 1 in the Philippines and No. 2 in the Asia Pacific by Campaign Brief’s The Work, a definitive showcase of the region’s best advertising.
“This win highlights the growing influence of Filipino creativity on the global stage,” Jake added. “It’s a testament to how ideas deeply rooted in our culture can resonate universally and a reminder of the unique contributions we bring to shaping the advertising industry’s future.”
Elevating Filipino creativity
As the only Philippine agency recognized at the 2024 Clio Entertainment Awards, GIGIL continues to champion Filipino creativity globally. The agency’s success reflects its commitment to delivering bold, culturally resonant ideas that achieve solid business results.
