BUSAN, SOUTH KOREA — Philippine creative agencies have again proven their mettle on the global stage, racking up a total of 17 wins at MAD STARS 2024. Four Philippine agencies clinched these awards across various categories, affirming their versatility and creativity. The three-day festival, held from August 21 to 23, saw Philippine agencies snagging multiple awards across various categories.
MullenLowe Treyna secures the country’s sole Gold in the festival for its impactful campaign “Right to Care.” On the other hand, Dentsu Creative Manila Inc. demonstrated exceptional creativity, securing five awards, while Gigil secured four wins. Leo Burnett Manila also made a significant contribution with two wins. Leron Leron Sinta capped off the Philippine showing with a Crystal award. Here are some of the standout campaigns and their hard-earned accolades:
“Right to Care” by MullenLowe Treyna
- Award: Gold (PR Stars > Practices & Specialism > Public Affairs & Lobbying)┃Silver (SDGs Stars > SDGs > Reduced Inequalities)┃Silver (PR Stars > Sectors > Non-for-Profit/Charity/ Government)┃Crystal (PR Stars > Practices & Specialism > Launch or Re-Launch)
- Client: Quezon City Local Government Unit
Working in partnership with the Quezon City Gender and Development Council, the “Right to Care” card allows LGBTQ+ couples the right to decide for each other in medical emergencies, granting a very crucial right to the community in a country with no law to protect them. From a card that repurposes a Special Power of Attorney (SPA), which is commonly used in financial transactions, it is now a city-wide ordinance in the capital’s biggest and most populated city, Quezon City, that requires every hospital and health facility to honor this right.
“Black & White” by Dentsu Creative Manila Inc.
- Awards: Silver (Print Stars – Print Craft – Photography)┃Crystal (Print Stars – Sectors – Non-for-Profit/Charity)┃Crystal (Design Stars – Communication Design – Posters)┃Crystal (Outdoor Stars > Sectors > Non-for-Profit/Charity/Government)
- Client: Greenpeace Southeast Asia – Philippines
Dentsu Creative Manila Inc. leveraged the simplicity and impact of black-and-white visuals to convey powerful messages on environmental conservation for this Greenpeace Southeast Asia – Philippines campaign. The use of monochrome imagery allowed the focus to remain on the devastating photos of dead animals, effectively capturing the viewer’s attention and delivering a compelling narrative about the need for action against pollution.
“Face of Courage” by Dentsu Creative Manila Inc.
- Awards: Crystal (Innovation Stars > Sectors > Non-for-Profit/Charity/Government)
- Client: Foundation for Media Alternatives
Did you know that, according to the 2022 Philippine National Demographic and Health Survey, 52.4% of women in the country do not seek help after experiencing domestic violence? This “culture of silence” is often caused by shame and a fear of repercussions. To address this, the Foundation for Media Alternatives (FMA), in partnership with Dentsu Creative Manila, launched “Face of Courage.”
Using generative AI, they created an avatar to represent real survivors. By allowing them to share their stories anonymously while retaining a human touch., FMA and Dentsu Creative Manila protected identities while empowering more victims to come forward.
“Ride the Arches” by Leo Burnett Group Manila
- Awards: Silver (Brand Experience & Activation Stars – Sectors – Retail/Food)┃Crystal (SDGs (Sustainability Development Goals) Stars > SDGs > Sustainable Cities and Communities)
- Client: McDonald’s Philippines
McDonald’s challenged creative Leo Burnett Manila to get the nation cycling and turn McDonald’s restaurants into must-visit stops on any biking journey. With stores located in Tagaytay, which has views of Taal Volcano, a geologic wonder located within Lake Taal; the island of Boracay, famous for its pristine white-sand beaches; and Intramuros, a historic walled city in Manila, Leo Burnett Manila launched “Ride the Arches,” a program incentivizing cyclists to discover some of the most scenic McDonald’s restaurants in the world, especially those with Bike & Dine facilities.
“Summer” by GIGIL
- Awards: Silver (Film Stars > Sectors > Finance/Services/Entertainment & Leisure/Travel/ Restaurants/ Commercial Public Services/Pets)┃Crystal (Viral Video Stars > Sectors > Finance/Services/ Entertainment & Leisure/Travel/Restaurants/Commercial Public Services/Pets)┃Bronze (Film Stars > Sectors > Finance/Services/Entertainment & Leisure/Travel/Restaurants/Commercial Public Services/ Pets)
- Client: Grab
With the scorching heat in the country, Grab and GIGIL promised a “No Sweat Summer” for its users in the Philippines. The commercial, created in collaboration with Factory01 Bangkok, follows a character’s day, emphasizing the constant battle against sweat while performing everyday tasks. Grab promotes its services as a solution to these heat-related issues, offering air-conditioned rides and convenient food delivery.
“Perspective Billboards” by GIGIL
- Award: Crystal (Outdoor Stars > Sectors > Pharmaceutical/Toiletries)
- Client: Unilever Philippines
GIGIL, in collaboration with Unilever Philippines’ Close Up, mounted a pair of clever billboards along a busy Manila highway for Pride Month. As cars drove by, the agency’s strategic placement created a powerful illusion of two boys leaning in for a kiss. This unexpected image, seeming to unfold in real-time, sparked widespread discussion and debate across the Philippines, highlighting the ongoing need for greater acceptance and legal protection for LGBTQIA+ individuals.
“Group Order” by GIGIL
- Award: Bronze (Film Stars > Sectors > Finance/Services/Entertainment & Leisure/Travel/Restaurants/ Commercial Public Services/Pets)
- Client: Grab
Upon the launch of GrabFood’s Group Order feature, the brand tapped GIGIL to address the challenges of coordinating and paying for group food orders. The campaign features a hilarious online film that portrays the frustrations of being the designated order taker. The protagonist is overwhelmed by the various requests from colleagues, demonstrating the need for a more efficient solution. GrabFood Group Order is presented as the answer, simplifying communication and payment processes.
“Rant” by Leron Leron Sinta
- Award: Crystal (Film Stars > Sectors > Drinks (Alcoholic & Non-Alcoholic))
- Client: Del Monte Philippines
Leron Leron Sinta taps into the emotional connotations of cooling down in its work for Del Monte Philippines. Set in a convenience store, the campaign film showcases a girl venting to her friends by unrolling paper with her messages of distress. With a touch of humor, Leron Leron Sinta demonstrates how Fruity Zing drinks can provide a refreshing escape from life’s challenges.
adobo Magazine is an official media partner of MAD STARS 2024.
