For five consecutive years, GIGIL has proudly received a nod for the Philippines at the Cannes Lions International Festival of Creativity. But this year, 2026, we did not take home the prestigious trophy. While the initial sting of leaving empty-handed is real, this trip gave us something far more valuable than a metal statue: a renewed perspective, a deeper appreciation for our craft, and a fierce, unyielding hunger for what is to come.
As part of the Philippine delegation representing GIGIL, Raphe, our Acting Associate Creative Director and Senior Copywriter, and I, Ronchris Cosme, Head of Art, went to Cannes expecting to bring home the bacon. Instead, we returned to Manila with a whole lechon-sized appetite for next year.
This year was tough, to say the least. Juries across the board noted that cutting through the noise in 2026 required more than just surface-level cleverness; it demanded profound, meticulous storytelling. It wasn’t enough to simply exist; the winners were those who mastered the delicate balance between technical innovation and genuine human connection.
Some of the winning campaigns, such as McCann Athens’ ‘The Wedding Rice’ and the audacious ‘Paid Sick Leave For Cows,’ proved that juries prioritized ideas capable of reframing complex social challenges into tangible value creation. Ultimately, those who succeeded were the ones who ground their campaigns in authentic culture and undeniable emotional resonance.
A lesson in patience
After one of the award shows, I had a silent moment sitting in the lounge of the Cannes Lions basement, reflecting on the results. I struck up a conversation with two delegates from LightFarm Brazil, Rafael and Milton. When I shared that GIGIL didn’t make the cut this year, they smiled and shared their own story. Last year, they had also arrived in Cannes with high expectations, only to leave with nothing. This year, they walked away with a Silver and a Bronze for their work.
That brief interaction taught me a vital lesson about patience. It reinforced the belief that doing your absolute best is the real reward. The accolades that follow are just a byproduct of that dedication.
Decoding the future of craft
My perspective expanded further after the Design Lions tour, where I had the privilege of chatting with Patrick Bennett, the Global Chief Creative Officer at Jack Morton.
Our conversation turned toward future entries. Patrick noted that there hasn’t been a piece of work that has truly figured out how AI can make a lasting, meaningful difference yet. In fact, he pointed out that many AI entries would have actually been stronger if they were human-made, as the AI intervention did not necessarily elevate the work.
This presents a massive opportunity for emerging creative hubs like the Philippines to get into this unexplored territory. The AI category is relatively new. While massive global agencies are fiercely competing in traditional craft, no one has fully cracked the code on AI yet.
But to win, you have to go beyond the novelty. Patrick reminded me that juries can spot a one-off gimmick instantly, and frankly, “nobody cares about the impressions.” True winning work heavily considers business results, cultural impact, and emotional resonance.
“We’re not just making art,” Patrick said. “We’re in the business of advertising.”
Powerful ideas must always be rooted in culture and strategy. With AI dominating the conversation, there has never been a better time to make things with our own hands to truly move the needle.
The power of obsession
The ultimate highlight of the festival was meeting and learning from one of my advertising inspirations: Damon Stapleton, the Chief Creative Officer of Droga5 ANZ.
“Obsession is underrated,” Damon shared. He emphasized that the execution of an idea is just as vital as the concept itself, and pouring time and effort into your craft is essential to win. The work must speak louder than the case study video. While great design should be intuitive and not require an explanation, exploring and articulating how you arrived at the concept is what secures the win and keeps your work from being taken out of context.
Ultimately, his message was simple: “Really care.” Craft is synonymous with care, and every single piece of winning work at Cannes demonstrated that sentiment in spades.
The next bout
Growing up in San Luis, Pampanga, I never in my wildest dreams thought that my job would take me all the way to Cannes, France. Walking away without a trophy this year hasn’t dampened our spirits. If anything, it has set a fire under us.
We cannot wait to bring home a Gold, or better yet, a Grand Prix for our country the next time we fight our way again for Cannes Lions. Challenge accepted for us at GIGIL.
Even after ten years in this industry, the thrill of discovery still excites and challenges me. This particular journey to France helped me find a new appreciation for advertising and this profession. I believe most artists are beautifully broken souls. We would create art even if we weren’t getting paid sometimes, or worse, we would spend from our own pockets just to pursue our passion. Advertising, however, is a unique business. It is a space where we can fully express our creativity on a client project, solve real problems for our community, and still be compensated while making a name for ourselves. It is a business that rewards you generously if you do
good work, and sitting among industry legends gave me a fresh perspective on exactly what “good work” means.
