MANILA, PHILIPPINES — At tonight’s Boomerang Awards 2023, the newly re-christened Digital Marketing Association of the Philippines (DMAP) named Gigil its Agency of the Year and Maya Philippines, its Advertiser of the Year. Meanwhile, McDonald’s “Unbranded Menu” by Leo Burnett was chosen as its Best of Show.
Gigil broke away from hundreds of entrants, with metals for its work with Netflix, RC Cola, Grab, and TNT Telco.
With its recent rebranding, fintech Maya Philippines also took home several metals, two for campaigns that it developed in-house. Among its wins was an inaugural Orange Boomerang, in recognition of Group Chief Marketing Officer Jose “Pepe” Torres’ digital leadership.
Boomerang Awards Chair Cynthia Dayco reported that they received 37% more entries this year, indicating the industry’s greater confidence in mounting digital campaigns and programs. Nevertheless, the show’s multi-discipline jury remained a formidable gauntlet to aspiring collectors of DMAP’s NFT boomerang. Only 6% of entries converted to at least one metal.
Head of Jury Dennis Perez, who leads Unilever SEA’s Unilever Beauty & Wellbeing Digital Marketing and Commerce, explained that the jury was committed to rewarding good work. He added, “If you look at the nature of Boomerang itself, what makes it difficult is that you really need to balance creativity with technology.” But this challenge was not especially difficult for McDonald’s, whose “Unbranded Menu” achieved that balance, not once, but several times.
This year, the Boomerang Awards gave more special Boomerangs to celebrate campaigns on the bleeding edge. Of note is its first generation of Orange Boomerang winners, five Digital professionals who lead their organizations, brands, or markets toward transformation. Aside from the distinction, these men and women received seats at Hyper Island APAC’s transformative education modules:
• Gemma Alcantara, Chief Executive Officer of the Hakuhodo BCI Group
• Joshua Arvin Lat, Chief Technology Officer of Nuworks
• Shayne Madamba, Chief Digital Officer of Havas Ortega
• Jose “Pepe” Torres, Group Chief Marketing Officer of Maya Philippines
• JC Valenzuela, Chief Executive Officer of Propel Manila
Here are the full list of winners of this year’s DMAP Boomerang Awards:
Bronze
Entertainment
- “Maya. The Hit Song that was Actually a Bank” by Ogilvy – Bates CHI&Partners for Maya
- “Witch Doctor” by GIGIL for Grab Philippines
Social
- “Pride Walkway” by Propel Manila for Meta
Data
- “Tara Cards” by Leo Burnett Group Manila for Cebu Pacific
Creator and Influencer
- “Project Hope” by Maya for Maya
Small Budget
- “BarDUNKgulan” by Publicis JimenezBasic for Burger King
User Experience & User Interface
- “Pride Walkway” by Propel Manila for Meta
Digital Media
- “Pride Walkway” by Propel Manila for Meta
Applied Innovation in Traditional Media
- “Street Memorials” by Dentsu Creative Philippines for Bantayog ng Mga Bayani Foundation (Monument of Heroes)
Emerging Channels & Experiences
- “Rebirth Certificates” by Propel Manila for Pride@Tech
Silver
Entertainment
- “GCash Stories ” by Publicis JimenezBasic for GCash
- “Niel” by GIGIL for GrabUnlimited
- “Mother” by GIGIL for TNT Telco
Branded Experience
- “Pride Walkway” by Propel Manila for Meta
- “Unbranded Menu” by Leo Burnett Group Manila for McDonald’s
Social
- “Project Hope” by Maya for Maya
Creator and Influencer
- “Paymaya is now Maya” by Bates for Maya
Applied Innovation in Traditional Media
- “Escape Borderland” by GIGIL for Netflix
Emerging Channels & Experiences
- “Using the Blockchain to Save Our Sharks” by Octopus&Whale for Marine Wildlife Watch of the Philippines
Gold
Direct Marketing and CRM
- “Tara Cards” by Leo Burnett Group Manila for Cebu Pacific
Entertainment
- “Food Packing” by GIGIL for RC Cola Litro
Gaming
- “Unbranded Menu” by Leo Burnett Group Manila for McDonald’s
Special Categories
The Blue Boomerang Powered by Meta Philippines
- “Reels to Feels” by Spark Foundry for Abbott Nutrition – Ensure Gold
The Crystal Boomerang Powered by Google Ads:
- “Customer-centricity with AI: Using Google PMAX and Broad Match to Target the Right Customers” by Security Bank Corporation for Security Bank Corporation
The Purple Boomerang
- “Scan to Pride” by Publicis JimenezBasic for GCash
The Green Boomerang Powered by GrabAds
- “Grab Turns To Gold for Kenny Rogers Roasters Truffle Collection Launch” by Kenny Rogers Roasters for Kenny Rogers Roasters
The Orange Boomerang Powered by Hyper Island
- Gemma Alcantara, Chief Executive Officer of the Hakuhodo BCI Group
- Joshua Arvin Lat, Chief Technology Officer of Nuworks
- Shayne Madamba, Chief Digital Officer of Havas Ortega
- Jose “Pepe” Torres, Group Chief Marketing Officer of Maya Philippines
- JC Valenzuela, Chief Executive Officer of Propel Manila
Special & Overall Awards
- Agency of the Year: GIGIL
- Advertiser of the Year: Maya Philippines
- Tech Innovator of the Year – Advertiser: McDonald’s
- Tech Innovator of the Year – Agency: Leo Burnett Group Manila
- Tech Innovation of the Year: McDonald’s “Unbranded Menu”
- Tech Production Parter of the Year: Prodigious Philippines
- Production Parter of the Year: Prodigious Philippines
- Best of Show: McDonald’s “Unbranded Menu”
For full details on the show and its winners, please visit www.booms.immap.com.ph.
More about DMAP and The Boomerang Awards
DMAP’s Boomerang Awards is sponsored by Google, GrabAds, Spotify Advertising, Metrobank, and Digital Turbine. It is supported by partners Meta, Hyper Island, PwC Philippines, Google Cloud, Nuworks, Elesi Studios, BayaniChain, San Miguel Corporation, Diageo, Gardenia, Mister Donut, and Angkas. Myx, IWantTFC, and adobo magazine are its official media partners.
Formerly known as IMMAP, DMAP is the Digital Marketing Association of the Philippines. Founded in 2007, it is a center of excellence and innovation in shaping the future of Philippine digital marketing. With over 250 member individuals and organizations from brands, agencies, advertisers, tech companies, media, and startups. DMAP has spearheaded initiatives to drive digital learning, skills development, and camaraderie in the advertising and marketing industries.
DMAP’s Awards Committee is helmed by Chairpersons Cynthia Dayco and Raymund Sison. Cynthia is an agency and marketing veteran who is currently Metrobank’s Head of Content. Raymund is a partner and Chief Creative Officer at Propel Manila.
For the first time since 2020, DMAP convened all Boomerang and related events in person: the Boomerang Awards Night, Boomerang into the Future, and Digital Young Creators. Aligned with the Digicon “Digimax” 2023, participants networked with 800 innovators, creatives, and leaders from various fields and industries.
adobo Magazine is an official media partner of DIGIMAX: DMAP Digicon 2023.
