• APAC
  • S. Africa
  • India
  • Vietnam
  • Indonesia
  • Thailand
  • Philippines
  • KSA
  • Middle East & North Africa
  • Sub-Saharan Africa

Presenting The Smarties Philippines 2025 Winners

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Beat the Invisible Game

Philippines Best In Show

Unilever Philippines, Inc. and Ogilvy Manila for

Beat the Invisible Game

Credits

Bea Joson, Category Lead - Deodorants, Unilever Philippines, Inc.
Patrick Gan, Brand Manager, Unilever Philippines, Inc.
Shantel Gruenberg, Asst. Brand Manager, Unilever Philippines, Inc.
Mona Garcia, Group Managing Director, Ogilvy Manila
Adeline Andres, Business Director, Ogilvy Manila
Vrinda Raichandani, Senior Account Manager, Ogilvy Manila
Bingle Hasegawa - Vina, Associate Production Director, Ogilvy Manila
Hazel Corpuz, Senior Producer, Ogilvy Manila
Chino Jayme, Executive Creative Director, Ogilvy Manila
Henry Glo, Creative Director, Ogilvy Manila
Andrew Deloso, Associate Creative Director, Ogilvy Manila
Alaine Serrano, Senior Art Director, Ogilvy Manila
Rachel Coates, Senior Copywriter, Ogilvy Manila
Trina Sulit, Senior Art Director, Ogilvy Manila
Colleen Cabili, Copywriter, Ogilvy Manila
Maan Bernardino, Strategy Director, Ogilvy Manila
Bea Cerda, Strategist, Ogilvy Manila
Paul Cenizal, Sr. Account Manager, PR, Ogilvy Manila
Samantha Valmonte, Account Director, PR, Ogilvy Manila
Trish Ealdama, PC Media Director, PubU / Spark Foundry
Raf Mendoza, Associate Media Director, PubU / Spark Foundry
June Sy, Media Manager, PubU / Spark Foundry
Cae Belcina, Senior Media Planner, PubU / Spark Foundry
Rodel Nace, Investment Director, PubU / Spark Foundry
Jason Garcia, OOH Executive, PubU / Spark Foundry
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Purpose Driven Marketing

Philippines – Brand Purpose / Activism

The Brand Purpose/Activism category recognises campaigns that harness the power of brand platforms to champion social causes or address significant societal issues. This category emphasizes the role of brands in contributing to the greater good, covering a wide range of initiatives from environmental sustainability to social, political, and economic activism. It underscores the importance of leveraging brand influence and reach to make a meaningful impact on society.

Gold Winner

#GSafeTayo Entertainingly Serious Campaign
G-Xchange (GXI) and VML Manila / Universal McCann Philippines for

#GSafeTayo Entertainingly Serious Campaign

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Gold Winner

Oplan Balik Ngiti: Breaking Teeth Bias, One Smile
Haleon and Spark Foundry for

Oplan Balik Ngiti: Breaking Teeth Bias, One Smile

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Silver Winner

Beat the Invisible Game
Unilever Philippines, Inc. and Ogilvy Manila for

Beat the Invisible Game

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Bronze Winner

Mujigae: Batang May Laban
Wyeth Philippines and OpenMind Philippines for

Mujigae: Batang May Laban

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Purpose Driven Marketing

Philippines – Social Impact Marketing

The Social Impact Marketing category honors campaigns that leverage marketing to drive significant social change, focusing on initiatives that contribute to public service, social responsibility, and positive shifts in societal attitudes or behaviours. It recognizes efforts that go beyond conventional marketing to make a meaningful difference in the world.

Gold Winner

Beat the Invisible Game
Unilever Philippines, Inc. and Ogilvy Manila for

Beat the Invisible Game

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Silver Winner

Voice of Partners
GRAB and GIGIL for

Voice of Partners

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Bronze Winner

ReClassified
McDonald's Philippines and Leo Manila for

ReClassified

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Purpose Driven Marketing

Philippines – Diversity and Inclusive Excellence

The Diversity and Inclusive Excellence category recognizes campaigns focused on promoting understanding, reducing inequalities, and elevating underrepresented voices, showcasing the power of marketing in fostering a more equitable society.

Gold Winner

Flight Patterns: Weaving Heritage into Travel
Cebu Pacific and Spark Foundry & Ogilvy Manila for

Flight Patterns: Weaving Heritage into Travel

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Silver Winner

Fly With Her
Philippine Airlines and BBDO Guerrero for

Fly With Her

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Bronze Winner

Oplan Balik Ngiti: Breaking Teeth Bias, One Smile
Haleon and Spark Foundry for

Oplan Balik Ngiti: Breaking Teeth Bias, One Smile

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Bronze Winner

Sarap to Feel G
Jollibee Foods Corporation and Publicis JimenezBasic for

Sarap to Feel G

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Marketing Impact

Philippines – Brand Experience

The Brand Experience category honors campaigns that create immersive, memorable brand interactions, leveraging innovative strategies and technologies to foster deep consumer connections and brand loyalty.  Campaigns that redefine the interaction between brands and consumers, setting new standards for how brands engage, inspire and connect with their audiences creating a 360-customer experience.

Gold Winner

Knorr Sinigang's Raining in Manila
Unilever and OLIVER Philippines for

Knorr Sinigang's Raining in Manila

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Silver Winner

Flight Patterns: Weaving Heritage into Travel
Cebu Pacific and Spark Foundry & Ogilvy Manila for

Flight Patterns: Weaving Heritage into Travel

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Bronze Winner

Watsons Playlist: The P-Pop Power Concert
Watsons and Intersections Communications, Inc for

Watsons Playlist: The P-Pop Power Concert

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Bronze Winner

McDonald’s McSavers Sulit-Busog (MSB) Meals Online
McDonald's Philippines and OmniCom Media / AnyMind Group for

McDonald’s McSavers Sulit-Busog (MSB) Meals Online

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Marketing Impact

Philippines – Instant Impact / Promotion

The Instant Impact/Promotion category aims to recognize campaigns that not only creatively engage consumers but also drive immediate business results, showcasing the power of promotions in today’s competitive market. Campaigns that deliver business impact/results through creative and effective promotional tactics, driving consumer engagement and sales.

Gold Winner

Lowered
GRAB and GIGIL for

Lowered

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Silver Winner

The Best Cheesy Yumburger Now the Best Icon
Jollibee Foods Corporation and Publicis JimenezBasic for

The Best Cheesy Yumburger Now the Best Icon

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Silver Winner

Watsons Playlist: The P-Pop Power Concert
Watsons and Intersections Communications, Inc for

Watsons Playlist: The P-Pop Power Concert

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Marketing Impact

Philippines – Product and / or Service Launch

The Product and/or Service Launch category celebrates marketing campaigns that have successfully introduced, or reintroduced, products or services to the market. This category recognizes the crucial role of strategic marketing in making a launch effective, highlights campaigns that have managed to capture consumer interest, generate buzz, and ultimately drive sales and market share growth from the outset.

Silver Winner

Lady's Choice Deliciously Yours
Unilever Philippines Inc. and OLIVER Philippines for

Lady's Choice Deliciously Yours

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Silver Winner

Erceflora Be the Probiotic
Opella and OMD Philippines / Wizard Manila for

Erceflora Be the Probiotic

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Bronze Winner

Dove Art of Hair Repair
Unilever and pubU for

Dove Art of Hair Repair

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Marketing Impact

Philippines – Real Time Marketing

The Real Time Marketing category celebrates campaigns that excel in leveraging current data and trends for timely and relevant marketing executions using programmatic platforms, demonstrating agility and strategic innovation. Campaigns are designed to leverage up-to-the-minute data and trends to deliver content via various platforms that include programmatic which resonates with the current moment. It recognizes the agility and creativity of brands in using real-time information to craft marketing messages that are highly relevant, engaging, and effective in achieving business objectives.

Silver Winner

Ceelin wins with data collection & activation
Unilab, Inc. and United Media Lab - Omnicom Media Phils., Inc / Wagawin for

Ceelin wins with data collection & activation

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Silver Winner

Project Bandersnatch - CloseUp's Interactive MV
Unilever and pubU for

Project Bandersnatch - CloseUp's Interactive MV

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Bronze Winner

Knorr Sinigang's Raining in Manila
Unilever and OLIVER Philippines for

Knorr Sinigang's Raining in Manila

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Marketing Impact

Philippines – Small Budget, Big Impact

The Small Budget, Big Impact category recognizes campaigns that achieve significant marketing success with limited financial resources, with a budget from $5k to $25k, highlighting the power of creativity and strategic efficiency.

Silver Winner

'Mo(re) than your usual data: Be UNSTPPBL w/ GOMO
Globe Telecom and EssenceMediacom for

'Mo(re) than your usual data: Be UNSTPPBL w/ GOMO

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Silver Winner

Allerta Three-pronged Contextual Campaign
Unilab and Omnicom Media / Allerta & Silverpush for

Allerta Three-pronged Contextual Campaign

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Impact Media

Philippines – Omnichannel Marketing

The Omnichannel Marketing category honors campaigns that achieve a seamless customer experience across multiple channels, showcasing strategic coherence and integration. It celebrates the strategic and tactical prowess of using various media touchpoints like TV, print, radio, outdoor - D/OOH, PR, direct marketing, and digital platforms to craft a coherent brand story that engages consumers at multiple touchpoints on their journey.

Gold Winner

The Best Cheesy Yumburger Now the Best Icon
Jollibee Foods Corporation and Publicis JimenezBasic for

The Best Cheesy Yumburger Now the Best Icon

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Silver Winner

Sting Hataw in 3G: Galaw, Galing at Gising sa Mind
PepsiCo Philippines and DDB MNL for

Sting Hataw in 3G: Galaw, Galing at Gising sa Mind

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Bronze Winner

Breathe Life to Filipino Cinema: Netflix Pay1
Netflix and Intersections Communications Inc for

Breathe Life to Filipino Cinema: Netflix Pay1

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Impact Media

Philippines – Cross Digital Media Marketing

The Cross Digital Media Marketing category celebrates campaigns that integrates the diversity of digital platforms to create an engaging, and impactful brand experience, showcasing the power of a comprehensive digital strategy. The category recognizes the importance of a unified digital strategy that spans various applications and devices (minimum of 3), including desktop, mobile, wearables, digital installations etc. Campaigns should emphasize the ability of brands to navigate the complexities of the digital landscape to develop meaningful consumer engagements that drive business impact.

Silver Winner

Good Morning Routines
Opella and OMD Philippines for

Good Morning Routines

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Silver Winner

Summer: 5-Star Eat & Travel Guide
Grab and M+C Saatchi Performance for

Summer: 5-Star Eat & Travel Guide

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Impact Media

Philippines – Social Media Marketing

The Social Media Marketing category is dedicated to recognizing outstanding campaigns that utilize social media platforms to achieve marketing objectives. This category celebrates the strategic use of social networks, messaging apps, and text messaging services to engage audiences, drive sales, enhance brand visibility, and foster meaningful connections with communities or consumers emphasizing strategic engagement and innovative content to drive business results.

Gold Winner

Project Bandersnatch - Closeup’s Interactive MV
Unilever and pubU for

Project Bandersnatch - Closeup’s Interactive MV

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Silver Winner

#FudgeeLagi with BINI
Rebisco Global Food Ventures Inc and Hearts & Science Philippines, Inc. for

#FudgeeLagi with BINI

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Bronze Winner

Beat the Invisible Game
Unilever Philippines, Inc. and Ogilvy Manila for

Beat the Invisible Game

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Bronze Winner

TNT Acting Workshop 2024
Smart Communications, Inc. and Wavemaker Philippines for

TNT Acting Workshop 2024

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Impact Media

Philippines – Creator / Influencer / Celebrity Marketing

The Creator/Influencer/Celebrity Marketing category celebrates campaigns that effectively leverage personalities to enhance brand engagement and achieve marketing objectives through authentic and persuasive collaborations. Campaigns that utilize creators, influencers, or celebrities in a strategic manner to reach and engage target audiences. Showcase creative integration of personalities into the brand narrative, resulting in enhanced consumer interaction and engagement.

Gold Winner

Good Morning Routines
Opella and OMD Philippines for

Good Morning Routines

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Silver Winner

Buscopan Hinihigpitiyan MRT Takeover
Opella and OMD Philippines for

Buscopan Hinihigpitiyan MRT Takeover

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Impact Media

Philippines – Gaming, Gamification & E-Sports

The Gaming, Gamification & E-Sports category recognizes campaigns that creatively integrate gaming and e-sports to engage audiences and achieve marketing objectives, leveraging interactive and immersive experiences. Campaigns that leverage mainstream gaming applications, gamification in campaigns, or e-sports activities as a significant component of the marketing strategy & how the brand is integrated into the gaming environment is used to engage consumers.

Gold Winner

STING: Powering Underdogs, Dominating the Game
Pepsico Philippines and Zenith for

STING: Powering Underdogs, Dominating the Game

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Bronze Winner

Koko Krunch Gamified Tilt, Serve and Toss
Nestle and OpenMind Philippines / AnyMind Group for

Koko Krunch Gamified Tilt, Serve and Toss

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Bronze Winner

Piattos in Play: Snacking Meets Gaming
Universal Robina Corporation and Spark Foundry for

Piattos in Play: Snacking Meets Gaming

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Emerging Tech Marketing

Philippines – Data Insights / Contextual Marketing

The Data Insights/Contextual Marketing category celebrates campaigns that effectively utilize data analytics and technology to deliver personalized marketing experiences. It recognizes the strategic use of customer data, insights, and contextual information to tailor marketing messages delivered through the usage of technology platforms like programmatic, showcasing offers that resonate with the individual preferences and behaviors of the target audience. This category underscores the importance of data-driven decision-making in crafting marketing strategies that are not only relevant but also highly engaging and effective in meeting business objectives.

Silver Winner

Ceelin wins with data collection & activation
Unilab, Inc. and United Media Lab - Omnicom Media Phils., Inc / Wagawin for

Ceelin wins with data collection & activation

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Silver Winner

Grilling Growth with Data-Driven Insights
Mang Inasal and mHive for

Grilling Growth with Data-Driven Insights

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Bronze Winner

Trip Planning to Trip Happening: Roam with Globe
Globe Telecom and EssenceMediacom for

Trip Planning to Trip Happening: Roam with Globe

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Bronze Winner

McDonald's boosts sales with smart data use
McDonald's and OMD Philippines / Wagawin for

McDonald's boosts sales with smart data use

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Emerging Tech Marketing

Philippines – Connected TV

This category celebrates the most effective and innovative campaigns using Connected TV programmatic platforms leveraging the unique capabilities such as targeted advertising, interactive content, and integration with other digital platforms creating compelling viewer experiences that drive engagement and measurable business outcomes. Campaigns showcasing strategic use of CTV to reach and engage a specific audience, the creative execution of the campaign with linkage between the creative use of technology and positive business results.

Gold Winner

McDonald's: The Sweet Spot, The Crisp Approach
McDonald's and OMD / FreakOut Philippines for

McDonald's: The Sweet Spot, The Crisp Approach

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Silver Winner

Building Lasting Legacies
Globe Telecom and EssenceMediacom for

Building Lasting Legacies

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Bronze Winner

The Great Garlic Roast: Smart Screen, Smart Flavor
Epicurean Partners Exchange Inc and Kenny Rogers Roasters Philippines for

The Great Garlic Roast: Smart Screen, Smart Flavor

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Emerging Tech Marketing

Philippines – Future Forward Technology Marketing

Future Forward Technology Marketing category focuses on all things built with a futuristic view in the areas of Audio/Voice/Sonic/Spatial/AR/VR/NFT recognizing campaigns that innovatively use emerging future technologies to craft immersive and interactive brand experiences, pushing the boundaries of consumer engagement. This category highlights campaigns that not only capture the imagination of consumers but also deepen their engagement with the brand through cutting-edge technological interactions.

Bronze Winner

Hijacking the Shout: Mang Inasal's TV Sync
Mang Inasal Philippines and mHive for

Hijacking the Shout: Mang Inasal's TV Sync

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Creative & Innovation Impact

Philippines – Personalization

The Personalization category recognizes campaigns that achieve excellence in delivering highly customized content to consumers, leveraging data and technology to enhance engagement and drive business results.

Gold Winner

There's Roam for you with Globe Roaming
Globe Telecom and EssenceMediacom for

There's Roam for you with Globe Roaming

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Bronze Winner

Pediasure boosts sales with data & personalization
Abbott Laboratories Philippines and Spark Foundry Philippines / Wagawin for

Pediasure boosts sales with data & personalization

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Creative & Innovation Impact

Philippines – Short or Long Form Video

The Short or Long Form Video category acknowledges campaigns that leverage video content to captivate audiences, utilizing creative storytelling and high production quality to achieve significant engagement and business outcomes. Highlight campaigns that leverage the power of video to convey compelling messages, drive consumer engagement, and enhance brand identity across digital and traditional platforms.

Gold Winner

Summer
GRAB and GIGIL for

Summer

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Silver Winner

Courage to Transform
Globe and Publicis JimenezBasic for

Courage to Transform

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Bronze Winner

Lady’s Choice: Perfectly Imperfect Christmases
Unilever Philippines, Inc. and Ogilvy Manila for

Lady’s Choice: Perfectly Imperfect Christmases

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Bronze Winner

Sarap to Feel G
Jollibee Foods Corporation and Publicis JimenezBasic for

Sarap to Feel G

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AI Marketing

Philippines – AI-Powered Audience Engagement

The AI-Powered Audience Engagement category celebrates marketing campaigns that utilize artificial intelligence to significantly enhance audience engagement. This award recognizes efforts that employ AI technologies to analyze behaviors, predict preferences, automate interactions, and personalize communications at scale. It showcases how AI can be a critical tool in understanding and connecting with audiences more deeply and effectively, leading to increased engagement, satisfaction, and loyalty.

Silver Winner

McDonald's Holiday Treats 2024
Golden Arches Development Corporation and OMD Philippines / McDonald's Philippines & Silverpush for

McDonald's Holiday Treats 2024

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Silver Winner

Lysol's Interactive Home Cleaning Video
Reckitt Benckiser and Starcom Mediavest / Lysol & Silverpush for

Lysol's Interactive Home Cleaning Video

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AI Marketing

Philippines – Innovative Use of AI in Advertising

The category Innovative Use of AI in Advertising, recognizes campaigns that innovatively integrate artificial intelligence (AI) to revolutionize advertising strategies, enhancing targeting, personalization, and overall campaign effectiveness using Predictive and/or Generative AI. The campaigns showcasing how AI has been used to transform traditional practices. like New product or Customer offering development like customer servcies to enhance targeting accuracy and personalize experiences in creative ways integrating advertising content and strategies, enhancing the overall consumer experience.

Bronze Winner

Atin 'To Chicken McDo
Golden Arches Development Corporation and OMD Philippines / McDonald's Philippines & Silverpush for

Atin 'To Chicken McDo

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AI Marketing

Philippines – AI-Driven Creative Excellence

The AI-Driven Creative Excellence category recognizes campaigns that outstandingly integrate artificial intelligence with creative strategies, enhancing advertising effectiveness and delivering innovative marketing solutions. This category celebrates outstanding achievements in the creative use of AI tools—including image and video generation, voice synthesis, multilingual translation, and real-time streaming—to enhance the adaptability and impact of marketing campaigns. Recognizing entries that not only optimize costs but also tailor content dynamically for diverse audiences, this award spotlights pioneers who seamlessly integrate AI to drive engagement and deliver measurable business outcomes.

Silver Winner

Reimagining Chicken McDo with AI-Powered Creative
McDonalds and OMD Philippines / Teads for

Reimagining Chicken McDo with AI-Powered Creative

View Case Study | Credits

2025 Smarties Philippines Industry Award Winners

Enabling Technology Company of the Year

Silverpush

Digital Agency of the Year

Intersections Communications, Inc.

Specialist Agency of the Year

Near Creative

Publisher of the Year

Grab

Independent Agency of the Year

GIGIL

Creative Agency of the Year

Ogilvy

Media Agency of the Year

OMD Philippines

Most Resilient Brand of the Year

Globe Telecom

Holding Agency Company of the Year

Publicis Groupe

Juror's Choice Award of the Year

Flight Patterns: Weaving Heritage into Travel

Brand of the Year

McDonald's

Advertiser of the Year

Unilever

Purpose Driven Marketing

  • Brand Purpose / Activism
  • Social Impact Marketing
  • Diversity and Inclusive Excellence
  • Marketing Impact

  • Brand Experience
  • Instant Impact / Promotion
  • Product and / or Service Launch
  • Real Time Marketing
  • Small Budget, Big Impact
  • Impact Media

  • Omnichannel Marketing
  • Cross Digital Media Marketing
  • Social Media Marketing
  • Creator / Influencer / Celebrity Marketing
  • Gaming, Gamification & E-Sports
  • Emerging Tech Marketing

  • Data Insights / Contextual Marketing
  • Connected TV
  • Future Forward Technology Marketing
  • Creative & Innovation Impact

  • Personalization
  • Short or Long Form Video
  • AI Marketing

  • AI-Powered Audience Engagement
  • Innovative Use of AI in Advertising
  • AI-Driven Creative Excellence
  • Industry Awards

  • Enabling Technology Company of the Year
  • Digital Agency of the Year
  • Specialist Agency of the Year
  • Publisher of the Year
  • Independent Agency of the Year
  • Creative Agency of the Year
  • Media Agency of the Year
  • Most Resilient Brand of the Year
  • Holding Agency Company of the Year
  • Juror's Choice Award of the Year
  • Brand of the Year
  • Advertiser of the Year