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Filipino campaigns triumph at the Clio Awards as Leo Burnett Group Manila and BBDO Guerrero secure metals with ingenious works

MANILA, PHILIPPINES — The Clio Awards have recently announced which works stood out as the best examples of bold innovation and creative excellence among this year’s batch of entries. While the Grand winners won’t be revealed until April 25, 2023, the awards show has announced the Gold, Silver, and Bronze winners for all categories.

This year, the Philippines didn’t disappoint as two Manila-based agencies triumphed and secured metals for huge campaigns that are already on a winning streak: BBDO Guerrero’s “The Dissolving Bottle” for The Naturale Market and Leo Burnett Group Manila’s “Unbranded Menu” for McDonald’s.

Leo Burnett Group Manila won three Clio metals — a Silver under Partnerships & Collaborations: Product/Service and two Bronzes for Creative Effectiveness: National and Direct-Gaming — for “Unbranded Menu,” the campaign that hacked the gaming world.


By asking gamers, including some of the country’s top streamers, to look out for lookalikes of McDonald’s food items in their favorite games, it proved that, even without labels or without meaning to, people think of the iconic brand whenever they design — and discover — fictional fast-food treats on the screen.

Meanwhile, “The Dissolving Bottle” campaign, which won a Silver under the Design: Packaging category, shows how simple but intuitive design can make all the difference.

This makeover included creating eco-friendly shampoo bars — made with all-organic ingredients by local Filipino manufacturer The Naturale Market — that looked like the smaller plastic shampoo bottles you’d find at hotels. Because of this design, it became more instinctive for guests to reach for the bars, making the sustainable switch more of an easy transition.

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