TBWA\SMP delivered the biggest strike of the 2026 Kidlat Awards, with “Boysen Color Stories” emerging as one of the festival’s defining campaigns. The work earned a Grand Kidlat for Most Creative Website & Digital Estate, while collecting Golds for Best Digital/Social Advertising, Most Creative Branded Content & Entertainment, and Most Creative User-Generated Campaign.
It further added a Silver for Most Creative Campaign with TikTok (Sponsored) and Bronze wins in Most Creative AI-assisted Advertising and Most Creative Website & Digital Estate, demonstrating the campaign’s ability to excel across creativity, technology, participation, and digital storytelling.
Launched earlier this year, “Boysen Color Stories” transformed Boysen’s catalogue of more than 4,000 uniquely named paint colors into a platform for co-creation. Rather than promoting paint through product features, the campaign invited Filipinos to turn whimsical color names into short stories, films, and original content, tapping into the country’s culture of humor, storytelling, and online participation. Through a dedicated microsite and a series of filmmaker-led shorts, TBWA\SMP reframed the paint swatch as a creative prompt, proving that the strongest brand platforms are those that audiences are inspired to build themselves.
Extending beyond “Boysen Color Stories,” TBWA\SMP’s “Champion Detergent Table Clothes” emerged as another standout, earning Gold for Outstanding Art Direction while adding Bronze metals in Best Outdoor or Ambient Advertising, Best On-Ground Activation, Most Creative Guerilla or Moment Marketing, Most Creative Marketing Stunt, and Most Creative Email or Direct Marketing.
“Heaven Palette” also picked up Silver for Most Creative Influencer & Endorsement Marketing and Most Creative Sustainability Communication, alongside Bronze wins in Most Creative Causes & Social Good Communication and Most Creative Email or Direct Marketing, while “Last Broadcast Campaign” earned Bronze in Most Creative Political or Public Service Campaign.
The breadth of wins reflected an agency equally adept at building participatory digital platforms, culturally resonant activations, and purpose-driven creative work—qualities that ultimately secured TBWA\SMP the title of Agency of the Year.
adobo Magazine is the official creative media partner of the Unprompted_: Kidlat Creative Festival 2026.
Check out the complete list of winners from the 2026 Kidlat Awards here:
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