LAS VEGAS, USA – As the Branded Content & Entertainment jury deliberation concluded, Asian powerhouse agencies GIGIL Manila and Innocean Seoul reeled Silver statues at the 2025 London International Awards (LIA).
Innocean Seoul’s award winning campaign for Hyundai’s IONIQ, Night Fishing, netted a Silver on the Branded Entertainment (Scripted Short Film) and a Bronze on Branded Content (Scripted Short Film).
The 13-minute “snack movie,” featuring actor Sukku Son and the Hyundai IONIQ 5, captivated audiences as the first branded content ever screened in Korean theaters. Filmed entirely from the car’s perspective, the piece blended cinematic storytelling with brand immersion, setting a new standard for branded entertainment.
GIGIL’s Steal for Mandaue Home Store also bagged a Silver on the Branded Content (Creativity on a Budget) category, sealing Philippines first statue on this year’s LIA.
The film follows three burglars attempting to rob a seemingly ordinary house. As they search for valuable items, a series of eerie events occur as housewares — including lampshades, bed frames, dining furniture, and light bulbs—begin to multiply into gamut of models, causing the heist spiral out of control.
Steered by Jury President Peter Khoury, Regional Chief Creative Officer of TBWA\Asia and Chief Creative Officer of TBWA\Singapore, the Branded Content and Branded Entertainment jury proudly unveils the best work of the year.
TBWA\Group China‘s work, “The Yangzhou Qiao Bei Musical Suite,” for the Yangzhou Municipal Bureau of Culture, Radio, TV and Tourism, was a finalist in the Branded Content (Audio) category.
Celebrating informative, audience-winning content that secures attention, the jury awarded a Grand LIA, two Gold, five Silver and six Bronze Statues, along with six Finalists. The Branded Content Grand LIA went to TBWA\Media Arts Lab, Los Angeles for Submerged created for Apple.
adobo magazine is an official media partner of LIA 2025.
