Japan leads first round of ADFEST 2025 Lotus Awards with 7 golds; China, Thailand, Indonesia & Malaysia each win one Grande Lotus

PATTAYA, THAILAND — ADFEST 2025 unveiled the first wave of the 2025 Lotus Award winners across 13 categories, including Brand Experience, Commerce, Digital & Social, Direct, Digital Craft, Media, Mobile, PR, Print & Outdoor Craft, Entertainment, Design, New Director (including Fabulous Five), and Film Craft.

This year, ADFEST received a remarkable 1,641 entries, marking a rise from 2024’s tally of 1,587 — a testament to the region’s ever-growing creative momentum. Notably, seven categories saw significant growth in submissions: Brand Experience, Commerce, Design, Entertainment, Media, Outdoor, and PR.

Guiding the judging process was a powerhouse panel of 63 jury members from 19 cities across the globe, thoughtfully grouped into seven specialized juries. At the helm was Susan Credle, Global Creative Advisor for Interpublic and former Chair & Global CCO of FCB New York, leading the charge in recognizing the very best ideas that pushed boundaries, celebrated culture, and redefined storytelling in Asia Pacific and beyond.

Digital & Social Lotus / Digital Craft Lotus / Mobile Lotus

The Jury President for Digital & Social, Digital Craft and Mobile Lotus was Noriaki Onoe, Executive Creative Director for Dentsu Inc, Tokyo.

“First, I was excited – and grateful – for the intense discussions among the jury. The judges were all professionals actively working in the industry, which made the conversations particularly insightful. Their perspectives, grounded in real-world experience, often focused on how ideas could evolve from everyday work,” Onoe commented. “For me and likely for other judges as well, the most exciting works were those that transformed ordinary executions into something extraordinary through the power of ideas.”

Digital & Social Lotus

For the Digital and Social Lotus category, 115 pieces of work were entered. From the entries, juries gave out 8 Bronze and 7 Silver, 1 Gold and one Grande award.

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GOLD AND GRANDE

• Good People Network, Jakarta for Netflix The Shadow Strays, “Car Review Gone Astray”

SILVER

• GIGIL Manila for Grab, “Summer”
• GIGIL Manila for Grab, “Summer”
• Wolf BKK for KFC Crispy Chicken Rice Bowl, “Uncle KFC’s Rice Bowl”
• Leo Vietnam, for Heineken, “Enjoy The Smoothness”
• CJ Worx Bangkok for The Foundation for the Deaf, “The Ordinary Life Hearing Test”
• MullenLowe Treyna Manila for Scoliosis Philippines, “Scoliosis #StripesFitCheck”
• TBWA\Hakuhodo Tokyo for Pride Code, “Pride Code”

BRONZE

• Publicis Groupe Hongkong for Cathay, “Rerighting History”
• Geek Pictures Inc., Tokyo for McDonalds, “Small Moments, Big For The Heart”
• Cheil Pengtai Beijing for Samsung, “Ghost Skins”
• CJ Worx Bangkok for The Foundation for the Deaf, “The Ordinary Life Hearing Test”
• McCann Worldgroup Singapore for Tecno, “Tone Deaf”
• Ogilvy Mumbai for Savlon, “Handwash Legend”
• Ogilvy Sydney for KFC, “Kentucky Fly Chicken”
• Publicis Groupe Hongkong for Cathay, “Souvenired Media”

Digital Craft Lotus

The jury gave out four Bronzes, two Silvers and 1 Gold. There was no Grande awarded for Digital Craft this year.

GOLD

• Dentsu Inc., Tokyo for Visiongram, “Visiongram”

SILVER

• BLKJ Havas Singapore for JBL Quantum, “JBL Quantum Guide Play”
• Dentsu Inc., Tokyo for Visiongram, “Visiongram”

BRONZE

• CJ Worx Bangkok for The Foundation for the Deaf, “The Ordinary Life Hearing Test”
• Leo Mumbai for Gatorade, “Turf Finder”
• BLKJ Havas Singapore for JBL Quantum, “JBL Quantum Guide Play”
• Hero Creative Melbourne for Instax, “Mindography”

Mobile Lotus

Out of 15 entries for Mobile Lotus this year, the juries awarded 4 Bronze, 3 Silver and 1 Gold. 

GOLD

• Dentsu Indonesia, Jakarta for Kompas, “Mantra of Hope”.

SILVER

• Dentsu Creative Inc. Jakarta for Kompas, “Mantra Of Hope”
• Leo Vietnam Ho Chi Minh City for Heineken®, “Enjoy The Smoothness”
• Ogilvy Sydney for Kentucky Fried Chicken, “Kentucky Fly Chicken”

BRONZE

• Cheil Pengtai Beijing for Samsung, “Ghost Skins”
• Cheil Pengtai Beijing for Samsung, “Ghost Skins”
• Impact BBDO Dubai for Easypaisa, “Audio Nikahnama”
• Leo Vietnam Ho Chi Minh City for Heineken®, “Enjoy The Smoothness”

Design Lotus / Print & Outdoor Craft Lotus

Rajdeepak Das, Chief Creative Officer for Publicis Groupe and Chairman of Leo Burnett, South Asia was the Jury President for Design Lotus and Print & Outdoor Craft.

“Design is a versatile award category. in the submitted work, we could see the boldness of the designers and how they are thinking. Some of the work was so bold that that it made us feel uncomfortable. That is when you know you are seeing something new”, said Rajdeepak.

Design Lotus

119 entries were received for the Design Lotus award and out of these, the jury awarded 9 Bronze, 5 Silver, 4 Gold, and 1 Grande.

GRANDE

• Star Reacher Advertising / Leo Malaysia, Kuala Lumpur for Heineken, “Heineken Heidden in Plain Sight”

GOLD

• Ogilvy, Singapore for Coca-Cola, “Video Vinyl”
• Dentsu Inc., Tokyo, Nikko City, “Journey Around Your Health”
• Dentsu Inc., Tokyo, The Ad Museum Tokyo, “It Works”
• Dentsu Inc., Tokyo, The Ad Museum, Tokyo, “Morning is Born”

SILVER

• Dentsu Creative China for Jian Ai Elderly Charter, “Lost In Time”
• Dentsu Inc., Tokyo, The Ad Museum Tokyo, “Morning Is Born”
• Ogilvy, Singapore for Coca-Cola, “Video Vinyl”
• Leo Mumbai for Gatorade, “Turf Finder”
• Shiseido Creative Tokyo for Shiseido, “Beauty from Within”

BRONZE

• Dentsu Inc., Tokyo for Dentsu, “To Be Connected”
• MCCann Worldrgoup India for Buckaroo Footwear, “Fit My Feet”
• ADK Marketing Solutions Tokyo for Electric Salt, “Electric Salt”
• TBWA\Hakuhodo Tokyo for Forearth, “True Blue Textile Project”
• TBWA\Hakuhodo Tokyo for Forearth, “True Blue Textile Project”
• Cheil Pengtai Beijing for Orbis Hongkong, “The Touch Annual Report”
• Bigtime Creative Shop Riyadh for Riyadh Season, “Ring of Fire Timepiece”
• Leo Mumbai for Oreo/Mondelez, “Oreo History in the Baking”
• Leo Mumbai for Gatorade, “Turf Finder”

Print & Outdoor Craft Lotus

There were 36 Print and Outdoor Craft Lotus entries in total this year. Out of those, 1 Bronze, 2 Gold awards and 1 Grande were given out.

GRANDE

• TBWA Shanghai for Adidas, “Yoga Village”.

GOLD

• Droga5 Tokyo for Sayakaboshi Elementary School, “Sayakaboshi Elementary School”.
• Dentsu Inc., Tokyo for The Ad Museum Tokyo, “Morning is Born”

BRONZE

• Dentsu Inc., Tokyo for The Dentsu Advertising Awards, “Diary of Glory – 76th Anniversary”

Brand Experience Lotus / Commerce Lotus / Direct Lotus

Sulin Lau, Regional Head of Brand and Marketing – Mobility, Deliveries, Fintech, B2B for Grab, Singapore resided over the jury for Brand Experience, Commerce and Direct Lotus awards.

Brand Experience Lotus

There were 147 entries for the Brand Experience Lotus category. The jury for this category also awarded 8 Bronze, 3 Silver and 1 Gold awards. There was no Grande awarded for the Brand Experience category.

GOLD

• Innocean Seoul, for Hyundai Motor Company, “Night Fishing”

SILVER

• VML Manila, for KitKat, “KitKat Break Bar”
• Leo Mumbai, for Gatorade, “Turf Founder”
• Ogilvy Singapore, for Vaseline “Vaseline Transition Body Lotion” 

BRONZE

• Ogilvy Bangkok, for Canesbalance, “Kiki Voice”
• Grey Thailand, for Bar B Q Plaza, “Sad Kama-Chan”
• Impact BBDO Dubai for An Nahar Newspaper, “The New President”
• Leo Manila for McDonald’s “Night Classroom” 
• BLKJ Havas Singapore for JBL Quantum “JBL Quantum Guide Play” 
• Ogilvy Taiwan for Luckin Coffee “Moutai Latte” 
• Ogilvy Singapore for Artotel Group “Rockstar Status” 
• Dentsu Tokyo Inc., for Parco Grand Bazaar, “Matsuken AR Parade”

Commerce Lotus

For the Commerce Lotus category, 24 pieces of work were entered, marking a notable 84% increase compared to the previous year. The Jury awarded 2 Silver and 1 Bronze Award. No Gold or Grande award was given in this category.

SILVER

• Ogilvy Sydney, for Kentucky Fried Chicken, “Kentucky Fly Chicken”
• Leo Vietnam, for Heineken, “Enjoy The Smoothness”

BRONZE

• Dentsu Tokyo Inc., for Parco Grand Bazaar, “Matsuken AR Parade”

Direct Lotus

Out of 78 entries for Direct Lotus this year, the juries awarded 8 Bronze, 1 Gold, and 1 Grande.

GRANDE

• Grey Thailand for Bar B Q Plaza, “Sad Kama-Chan”

GOLD

• BBDO, Bangkok for Mercedes-Benz, “The Benz Effect”

BRONZE

• Dentsu Creative Jakarta for IKEA, “Bonding Instruction”
• VML Group Thailand for IKEA, “IKEA Flooded Room”
• Havas Creative India for The Times of India, “Ink of Democracy”
• Cheil Worldwide Seoul for Whopper, “Whopper Tattoo”
• MullenLowe Singapore for Lifebuoy, “Condensation Cleaner”
• VML Indonesia for Vaseline, “Vaseline Sunitizer”
• Leo Vietnam, for Heineken, “Enjoy The Smoothness”
• Ogilvy Singapore for Colgate, “A Million Logos”

“The work we loved most were the ideas that could only have been made for one country. Of course they solved problems in fresh new ways, but these solutions were extra-special because they were so deeply rooted in local culture.” said Sulin.

Entertainment Lotus, Media Lotus, PR Lotus

Jury President for Entertainment, Media and PR was Anny Havercroft, Head of Global Business Marketing Solutions APAC for TikTok, Singapore. She gave her view of her experiences when judging at ADFEST this year.

“Across PR, Entertainment and Media categories, I was thrilled to see work from all corners of the region, from Korea to New Zealand and from India to Philippines. We saw innovative, boundary-pushing campaigns ranging from launching a new product in a highly regulated sector to promoting tourism with limited budget. This year’s entries showcased bold creativity, cultural relevance, and strategic brilliance— showing a collision between content, engagement, impact and earned attention. It’s inspiring to witness brands and agencies redefining how we connect with audiences in an ever-evolving media landscape.”

Entertainment Lotus

This year, there were 105 entries in the Entertainment Lotus category, up 25% compared to last year’s entries. There were 11 Bronze, 10 Silver and 1 Gold Lotus awards given out. There was no Grande award for Entertainment Lotus.

GOLD

• Motion Sickness Auckland / Finch, Sydney for New Zealand Herpes Foundation, “The Best Place in the World to have Herpes”

SILVER

• Geek Pictures Inc., Tokyo for McDonalds, “Small Moments, Big For The Heart”
• Innocean Seoul for Hyundai Motor Company, “Night Fishing”
• VML Group Thailand for Netflix, “Bangkok City of Hell”
• TBWA Thailand\Juice for Silver Wolf Whiskey, “Silver Wolf Whiskey: The Match That Sells”
• Dentsu Inc., Tokyo for WBSC Premier12, “Our Moments”
• Bigtime Creative Shop Riyadh for Riyadh Season, “5 VS 5”
• Six Inc. Tokyo for Google Chrome, “UGHChrome”
• Aquastar Osaka for Saga Prefecture, “Godzilla Twin Saga”
• Ogilvy Singapore for Coca-Cola, “Epic Night Out”
• Ogilvy Mumbai for Cadbury 5 Star, “Erase Valentines Day”

BRONZE

• Euro RSCG Advertising Shanghai for Vivo, “Call Me When You Need Me”
• Ogilvy Mumbai for Savlon, “Handwash Legend”
• MullenLowe Singapore for Smile Makers, “AudioBoobs By Smile Makers S”
• AOI Pro. Inc., Tokyo for Drewell, “The Sleep Weigh-In E-Sports Cup ‘Sleep Fighter'”
• BLKJ Havas Singapore for JBL Quantum, “JBL Quantum Guide Play”
• Dentsu Creative Thailand for Center Of Specialty Innovation, Bangkok University, “School Of Survival”
• Leo Vietnam for Heineken®, “Enjoy The Smoothness”
• BBH China for Heineken®, “Heineken Fantenders”
• Innocean Seoul for Hyundai Motor Company, “Night Fishing”
• Leo Australia for Johnnie Walker, “The Debutante Ball”
• Bigtime Creative Shop Riyadh for Riyadh Season, “5 Vs 5”

Media Lotus

The Media Lotus received 114 entries, an increase of 24% on last year’s entries. Out of those, juries awarded 11 Bronze, 7 Silver, and 1 Gold awards. There was no Grande award for the Media category.

GOLD

• Ogilvy Mumbai for Titan Eye+, “Eye Test Menu”

SILVER

• Dentsu Creative China Shanghai for Jian Ai Elderly Charity Center D, “Lost In Time”
• Leo Australia for Johnnie Walker, “The Debutante Ball”
• Leo Australia for Superloop, “Ads At Record Speeds”
• Ogilvy Sydney for Bristol Myers Squibb And La Roche-Posay, “The Spot”
• Star Reacher Advertising Sdn Bhd Kuala Lumpur for Heineken, “Heineken Heidden In Plain Sight H”
• TBWA Thailand\Juice Bangkok for Silver Wolf Whiskey, “Silver Wolf Whiskey: The Match That Sells”
• Topic & Loong Beijing for Kuaishou, “Live Again”

BRONZE

• BBDO India for Ariel India, “Hometeams #ShareTheLoad”
• Cheil Worldwide Seoul for Whopper, “Whopper Tattoo”
• Cheil Worldwide Seoul for Whopper, “Whopper Tattoo”
• Dentsu Creative Inc. Jakarta for Ikea, “Bonding Instruction”
• Dentsu Creative Inc. Jakarta for Jasa Marga X Spotify, “Wakeupads: Microsleep Breaker”
• Dentsu East Japan Inc. for Seto Shio, “Apparently Yummy”
• MullenLowe Singapore for Lifebuoy, “Condensation Cleanser”
• Ogilvy & Mather Philippines for Ikea, “This Is An Ikea Sto”
• Share Digital Marketing Co. Ltd. Taipei for Everyday Pad, “Ain’t I A Woman”
• VML Group Thailand for Ikea, “Ikea Flooded Room”
• VML Manila for KitKat, “KitKat Break Bar”

PR Lotus

There were 78 entries for the PR Lotus category. The jury for this category also awarded 4 Bronze, 7 Silver and 1 Gold awards. No Grande award was given in the PR category.

GOLD

• Ogilvy Singapore, Singapore for Vaseline “Vaseline Transition Body Lotion”

SILVER

• Ogilvy Sydney for Bristol Myers Squibb And La Roche-Posay, “The Spot”
• Leo Manila Manila for McDonald’s, “Night Classroom”
• Sour Bangkok for Sappe Beauti, “Rejected Casts”
• TBWA Thailand\Juice Bangkok for Silver Wolf Whiskey, “Silver Wolf Whiskey: The Match That Sells”
• VML Singapore for Lux, “Lux – Still There”
• Taiyo Kikaku Co. Ltd. Tokyo for Think Name Project, “Sato 2531”
• Wolf BKK Bangkok for KFC Thailand, “This Is Not KFC”

BRONZE

• BBDO India Mumbai for Ariel India, “Hometeams #ShareTheLoad”
• Dentsu Creative Taiwan Taipei for Women Empowerment Office CWO X Awakening Foundation, “Fake Marriage”
• Havas Middle East Dubai for Pampers, “Joy Has Come Early”
• Sour Bangkok for Sappe Beauti, “Rejected Casts”

Film Craft, New Director

Jury President for Film Craft and New Director Lotus was Wuthisak Anarnkaporn, Founder & Director of FACTORY 01 in Bangkok. 

Film Craft Lotus

Film Craft had a tally of 170 entries in total this year. The Jury awarded 16 Bronze, 14 Silver and 7 Gold awards. No Grande award was announced this year.

GOLD

• BigTime Creative Shop, Riyadh for Riyadh Season, “Call of the Kings”
• Ogilvy, Bangkok for Colgate, “The Boxer”
• TBWA/Media Arts Lab (India), Gurgaon for Apple, “Apple India: Work Is Worth It”
• Dentsu Inc., Tokyo for McDonald’s, “Fries Beat 2024”
• BBDO India PVT.,Ltd., Mumbai for WhatsApp India ,“WhatsApp Presents ‘Oye Lucky’ FT. Abhay Deol”
• MullenLowe, Singapore for Republic of Singapore Navy, “Is It Crazy…?”
• MullenLowe, Singapore for Republic of Singapore Navy, “Is It Crazy…?”

SILVER

• Duckatpe Studios Mumbai for Steadfast Stationary, “Steadfast Arm’s Deal”
• Finch Sydney for New Zealand Herpes Foundation, “The Best Place In The World To Have Herpes – Angella Dravid”
• Dentsu Creative Pictures Inc. Tokyo for Honda Motor Co. Ltd., “Move”
• TBWA\Media Arts Lab ISEA Singapore for Apple, “Apple Thailand: Fallen Deep”
• Hamlet Shanghai for Coca-Cola, “Epic Night Out”
• Finch Sydney for Pepperstone, “Don’t Be Fine With”
• Reserve Tank Sdn. Bhd Kuala Lumpur for Hyrul Anuar, “Hyrul Anuar Self Promo Video”
• Dentsu Creative Pictures Inc. Tokyo for Honda Motor, “Move”
• Bigtime Creative Shop Riyadh for Riyadh Season, “Call Of The Kings”
• MullenLowe Singapore for Republic Of Singapore Navy, “Is It Crazy…?”
• Geek Pictures Inc. Tokyo for McDonald’s, “Fries Beat 2024”
• TBWA\Media Arts Lab ISEA Singapore for Apple, “Apple India: Work Is Worth It”
• Dentsu Inc. Tokyo for Morinaga Ramune, “During The Exam”
• Rumble Studios Sydney for Rollin Insurance, “Rollin’ Insurance: Smooth”

BRONZE

• AOI Pro. Inc. Tokyo for Toto, “A One-Roll Theater”
• AOI Pro. Inc. Tokyo for Toto, “A One-Roll Theater”
• Bigtime Creative Shop Riyadh for Riyadh Season, “Call Of The Kings”
• DDB Group Philippines Manila for Philippine Commission On Women, “Family Business ‘Play'”
• Dentsu Creative Pictures Inc. Tokyo B for Kandenko Co. Ltd., “From Now On And Forever”
• Dentsu Creative Taiwan Taipei for Heysong – Wincafe, “Sleepbound”
• Duckatpe Studios Mumbai for Snickers, “Snickers Hungal Driving School”
• Finch Sydney for Modibodi, “Shark Week”
• Hamlet Shanghai for Coca-Cola, “Epic Night Out”
• Hamlet Shanghai for Coca-Cola, “Epic Night Out”
• Innocean Seoul for Hyundai Motor Company, “Night Fishing”
• Karma Shanghai for Mengniu, “The Opening”
• Party Tokyo for Green Baton, “My Wear”
• Reserve Tank Sdn. Bhd Kuala Lumpur for Toyota Motor Asia, “Toyota Motor Asia X Start Your Impossible 2024”
• Sour Bangkok for Sappe Beauti, “Rejected Casts”
• TBWA\Media Arts Lab ISEA Singapore for Apple, “Apple Thailand: Fallen Deep”

New Director Lotus

From 9 entries, there 1 Gold was awarded in this category.

GOLD

• GRAPH STUDIO SDN BHD, Kuala Lumpur for The Kancil Awards & Festival of Creativity, “Papayah”

Fabulous Five

ADFEST’s Fabulous Five program is one of the world’s most respected platforms for kick-starting the careers of commercial directors. Five directors with less than two years’ experience were invited to direct 5-minute short films inspired by the theme of ADFEST 2025, “COLLiDE”. 

POPULAR VOTE

• “ICE” by Haruna Takahara from HAT, Tokyo

COMMENDATION

• “IM PERFECTION” by Mika Sasaki from TYO Inc., Tokyo

The other Fabulous Five finalists were: 

• Azlan Som, Assistant Director from Logic & Magic, Kuala Lumpur
• Haruna Takahara, Director from HAT, Tokyo
• Mayuka Kawamura, Director from AOI Pro., Tokyo and
• Tomoya Matsushita, Director from AOI Pro., Tokyo

Follow all the latest news and events via #ADFEST2025 #COLLiDEatADFEST2025 on Facebook, Twitter, Instagram and TikTok (www.tiktok.com/@adfestofficial).

adobo Magazine is an official media partner of ADFEST 2025.