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Gigil and MullenLowe Treyna bag Gold awards at Adfest 2024 Day 1 Lotus Awards

PATTAYA, THAILAND — ADFEST 2024 is coming to a close, with its second day on March 22 culminating in the first leg of the Lotus Awards. A total of 1,587 entries were received for the Lotus Awards. 63 jury members from 23 cities were organized into seven groups, chaired by Malcolm Poynton, Global Chief Creative Officer at Cheil Worldwide, to decide the ADFEST 2024 Lotus Awards winners.

Many hopeful agencies from the Philippines put forth great works. These are the ones that, so far, have stood out the most:

  • MullenLowe Treyna — PR Lotus, Gold winner
  • GIGIL and Arcade Film Factory — Film Craft Lotus, Gold winner

MullenLowe Treyna

Of the 77 entries for the PR Lotus category, MullenLowe Treyna nabbed one of the four Gold awards for its “Right to Care” card initiative. The card aims to empower resident queer couples to make medical decisions for their partners. It will be made operational through a Special Power of Attorney (SPA) and will recognize the decision of the cardholders to agree, refuse, or withdraw consent of any type of medical care for their partners including treatment, procedures, tests, and prescriptions.

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The campaign was under the PR subcategory Public Services & Cause Appeals.

Wendy Chan, Health Creative Lead for Asia Pacific at Edelman and ADFEST Jury President of the PR Lotus, shared, “The works in the PR category are strong with many exciting entries. Sometimes the topic of challenge is not necessary to be huge. These works we picked solve a practical challenge. By turning crisis into opportunity through action, these resulted in creating trust in the brand and the product.”

GIGIL and Arcade Film Factory

Film Craft saw the most entries, with 232 in total, representing a 7% increase compared to the previous year. Agency-production studio tandem GIGIL and Arcade Film Factory rose to the top and won a Gold award for their Mother video, which was created for TNT Telco. In the clever story, the mother’s lines imitate that of the well-known scripts citizens know all too well and have been receiving from scammers since the dawn of texting. The subtitles are formatted to mimic how people text, strengthening the idea that the exchange happening in the video happens digitally as well.

The entry was under the Film Craft subcategory Script.

Congratulations to the winners! It’s time to bask in the glory of victory for the rest of the weekend.

adobo Magazine is an official media partner of ADFEST 2024.

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