The culmination of the second day at ADFEST 2026 today, March 20, saw the first of two presentations of Lotus Awards to the elected winners in 12 categories, including Brand Experience, Commerce, Digital & Social, Direct, Digital Craft, Media, PR, Print & Outdoor Craft, Entertainment, Design Lotus, New Director (Inc. Fabulous Five) and Film Craft Lotus. The awards were presented at PEACH, Royal Cliff Hotels Group in Pattaya, Thailand. The second ceremony will take place tomorrow night on the final day of ADFEST 2026.
A total of 1405 entries were received for the 2026 Lotus Awards, down from 1,641 in 2025. Despite this, entries increased from last year in five award categories, including Digital Craft, Direct, INNOVA, Lotus Roots, and Outdoor Lotus.
56 jury members from 17 cities were organized into 7 groups, chaired by Yasuharu Sasaki, Global Chief Creative Officer for dentsu Tokyo to decide the winners of the ADFEST 2026 Lotus Awards.
See the complete winners list below:
Digital & Social, Digital Craft
Meta Singapore Head of Creative Shop for SEA & India Theresa Ong presided over the Digital & Social and Digital Craft Lotus for this year’s ADFEST. According to her, the panel was guided by a “single, powerful lens: ‘Human+’.”
“We were searching for work where technology wasn’t the idea itself, but the instrument used to amplify empathy, imagination, and connection,” she added.
Digital & Social Lotus
One hundred eight entries vied for the Digital and Social Lotus category. Jurors handed out only 11 Bronze, 5 Silver, and one Grande award.
The Grande for Digital and Social Lotus was awarded to Ogilvy Singapore‘s “Vaseline Verified” for Vaseline.
“What excited us in this category was seeing brands finally stop treating social media as just a distribution channel. The best work understood that community is now a creative partner. We saw a massive shift from passive broadcasting to active, authentic conversation,” Ong pointed out.
“Our Grande winner, ‘Vaseline Verified,’ is the ultimate example of this. Instead of ignoring the viral Vaseline hacks happening on TikTok, the brand stepped in with authority and empathy. They used the platform’s native ‘stitch’ feature to test and verify these hacks, adding genuine value to the conversation. It was smart, seamless, and proved that the best social campaigns don’t feel like advertising — they feel like a helpful part of the feed.”
Finalists
- Come Back Home for Daangn by Innocean, Seoul (Corporate Image & Corporate Social Responsibility)
- Come Back Home for Daangn by Innocean, Seoul (Real-time Response)
- Mogu Mogu Town for Otsuka Pharmaceutical Co., Ltd. by Dentsu Inc., Tokyo (Use of Mobile)
- Safe Sketch for Save the Children by Cheil Hong Kong, Hong Kong (Public Services & Cause Appeals)
- Safe Sketch for Save the Children by Cheil Hong Kong, Hong Kong (Use of Mobile)
- The Unfluencer for KFC Thailand by Brilliant & Million, Bangkok (Retail, Leisure & Entertainment)
- Timeless Reliable for Honda Beat by Dentsu Creative Inc., Jakarta (Automotive)
Bronze
- Amuk Emak for WE+ by Hybrid Hakuhodo, Jakarta (Social Film)
- Have a Positive Break for Black Thunder by Dentsu Digital Inc., Tokyo (User Generated Content)
- It Must Be Sting for Sting Thailand by Brilliant & Million, Bangkok (Social Film Series)
- Kween Yasmin for Canva Pro by Gigil, Manila (Use of Influencer)
- Kween Yasmin for Canva Pro by Gigil, Manila (Organic Reach & Influence)
- Ride the Buldak High for Buldak by Innocean, Seoul (Consumer Goods)
- Safe Sketch for Save the Children by Cheil Hong Kong, Hong Kong (Application & Utility)
- Say It Prond for Speak by Dentsu Creative Taiwan, Taipei (Use of Influencer)
- Suzuki-San’s Heart Story on Line Apple Watch for Apple Watch by TBWA\Media Arts Lab, Tokyo (Use of Platform)
- The Unfluencer for KFC Thailand by Brilliant & Million, Bangkok (Brand Storytelling)
Silver
- Chicky for GrabMart by Gigil, Manila (Social Film Series)
- Gamifries for McDonald’s by BBH Singapore, Singapore (Content Placement)
- Reza Rahadian Presents: Films Without Reza Rahadian for Netflix ID Blockbuster by Good People Network, Jakarta (Use of Influencer)
- Safetynovela for Philippine Airlines by BBDO Guerrero, Manila (Brand Storytelling)
- The Scent That Gives You the Scene for Mith Bangkok by Wolf BKK, Bangkok (Social Film)
Grande
- Vaseline Verified for Vaseline by Ogilvy Singapore, Singapore (Use of Influencer)
Digital Craft Lotus
The Digital Craft Lotus category received 28 entries this year, up by 17% from last year’s tally. The jury awarded 3 Bronze, 2 Silver, and 2 Gold. There was no Grande awarded for Digital Craft this year.
“What moved us was the redefinition of craft itself. It’s no longer just about beautiful pixels. Today, digital craft is about the invisible architecture — how flawlessly you can weave complex data and AI together to create a frictionless, deeply human experience,” Ong added.
The two Gold awards were presented to:
- BBDO Guerrero, Manila for Mountain Dew, “Play the Dew”
- Leo Australia, Sydney for SUNCORP Insurance, “Haven”
Ong continued, “Our first Gold winner, Mountain Dew’s ‘Play the Dew,’ shows a different kind of social genius. They took their simplest asset—the sound of their name — and turned it into an entire gaming soundscape. This is craft at its most playful and innovative. By creating a voice-activated TikTok game filter, they didn’t just join the gaming world; they created a new way to play within it. It was a brilliantly simple idea that turned a brand name into a platform for human fun and interaction.”
“’Suncorp Haven’ is our second Gold winner”, explained Ong. “This platform is a masterclass in using complex technology to deliver profound human comfort. Suncorp took massive amounts of data—live APIs, climate research, and property data for 11 million homes—and crafted it into a personalized risk assessment for every single homeowner. They didn’t just show people terrifying data; they gave them an actionable plan to protect their families. Suncorp Haven won because it made invisible data visible, actionable, and deeply empathetic. It used the highest level of technological craft to literally build a safe haven for humanity.”
Ong concluded, “The three winning campaigns in Digital & Social and Digital Craft – Vaseline being helpful, Mountain Dew being playful, and Suncorp being protective — all prove our ‘Human+’ philosophy. They show that the most award-worthy digital work uses technology not to replace us, but to engage, protect, and amplify what makes us uniquely human.”
Finalist
- Waves of Will Powered by NTT for NTT Human Informatics Laboratories by Dentsu Inc., Tokyo (User Interface (UI))
Bronze
- Hearing 1945 for Korea’s Liberation Day by Innocean, Seoul (Music & Sound Design)
- IOWN×Perfume for IOWN by Geek Pictures Inc., Tokyo (Use of Technology)
- Project: Memory Card for PlayStation by Six Inc., Tokyo (Video & Moving Image)
Silver
- The Last Order for Just Eats Global – Menulog Australia by Thinkerbell, Melbourne (Use of AI)
- Waves of Will Powered by NTT for NTT Human Informatics Laboratories by Dentsu Inc., Tokyo (Use of Technology)
Gold
- Haven for Suncorp Insurance by Leo Australia, Sydney (Use of Data)
- Play the Dew for Mountain Dew by BBDO Guerrero, Manila (Music & Sound Design)
Print & Outdoor Craft, Design
Geet Rathi, Founder & Creative Director for Openfield, Mumbai was the Jury President for Design Lotus and Print & Outdoor Craft.
“In Print & Outdoor Craft, what stood out was the attention to detail. You could see a deep respect for the medium — materials, typography, finishes. The strongest work communicated instantly, yet still carried depth. Impact was balanced with simplicity,” she said.
“In Design, what excited me was the clarity of thinking. The best work was visually strong it had a clear point of view and purpose behind it. Additionally, there was a sense of restraint, where every element felt intentional.”
Print & Outdoor Craft Lotus
There were 34 Print and Outdoor Craft Lotus entries in total this year. Out of those, 3 Bronze, 1 Silver, 2 Gold awards, and 1 Grande were given out. The Grande was received by Dentsu Inc., Tokyo for its campaign for Nikka Whisky, “No Labels.”
She explained the jury’s decision, saying, “The Grande winner in Print & Outdoor Craft was selected for its meticulous effort and discipline. Every detail felt resolved from material to typography. It elevated the idea through execution. The winner stood out for its simplicity and impact. It communicated instantly but stayed with you. That balance is not easy to achieve.”
The two Gold awards for Print & Outdoor Lotus were presented to:
- Ogilvy Shanghai, Shanghai for Viatris, “Make Love Last” and
- Shiseido Creative, Tokyo for Shiseido, “Traces of Trance”
Finalist
- Inglish Dictionary for Air India Express by Juice (An Omnicom Group Company, and a Conflict Brand Within TBWA), New Delhi (Copywriting)
- Peaceful Weapon for The OneShow 2024 Exhibition in Japan by Dentsu Inc., Tokyo (Art Direction)
Bronze
- Dalah’s Spoiler Billboard for Netflix by VML Group Thailand, Bangkok (Production Design)
- My Own for Yokohama City Special Support School for the Visually Impaired by Frontage, Tokyo (Illustration)
- Playful Stamina for Hoshi Awards by Dentsu Inc., Tokyo (Illustration)
Silver
- Craftman.Ships for Ships by Hakuhodo Gravity Inc., Tokyo (Illustration)
Gold
- Make Love Last for Viatris by Ogilvy Shanghai, Shanghai (Photography)
- Traces of Trance for Shiseido by Shiseido Creative, Tokyo (Production Design)
Grande
- No Labels for Nikka Whisky by Dentsu Inc., Tokyo (Art Direction)
Design Lotus
93 entries were received for the Design Lotus award, and out of these, the jury awarded 9 Bronze, 3 Silver, and 3 Gold. There was no Grande award for Design this year.
Two of the Gold awards in Design were accepted by Dentsu Inc., Tokyo for its work on Nikka Whisky, “No Labels” in two sub-categories. The third Gold was won by Shiseido Creative, Tokyo for Ogi-Miso, “Best after 2055”
Rathi explained, “The winning works stood out for their clarity and conviction. They weren’t trying to do too much and knew exactly what to communicate and executed that with precision. There was a strong alignment between idea and execution.”
Finalist
- Invisible to Visible for Foundation to Eradicate Neuromuscular Diseases F)E)N)D by Youngsanti, Bangkok (Exhibitions, Events & Public Environment)
- Lux Reclaim Her Name for Lux by VML Singapore, Singapore (Type Design)
- Peaceful Weapon for The OneShow 2024 Exhibition in Japan by Dentsu Inc., Tokyo (Poster)
- The Coolest Ihram for Saudia by Landor, Dubai (Inclusive Design)
Bronze
- Black Records for BMSG by Six Inc., Tokyo (Exhibitions, Events & Public Environment)
- GQ Pro Med Scrubs for GQ Apparel by Accenture Song (Thailand), Bangkok (Product Design: Consumer Products)
- One Noodle for Haraku Ramen by BLKJ Havas, Singapore (Product Design: Consumer Products)
- Playful Stamina for Hoshi Awards by Dentsu Inc., Tokyo (Poster)
- Save Me for FamilyMart by The Breakthrough Company GO, Tokyo (Point of Sale: Small Scale)
- Smart Eye Camera for OUI Inc. by TBWA\Hakuhodo Inc., Tokyo (Product Design: Innovative Design)
- The Wearable Extinguisher for Korea Fire Protection Association, National Fire Agency by Dminusone, Seoul (Product Design: Innovative Design)
- Waves of Will Powered by NTT for NTT Human Informatics Laboratories by Dentsu Inc., Tokyo (Inclusive Design)
- Waves of Will Powered by NTT for NTT Human Informatics Laboratories by Dentsu Inc., Tokyo (Innovative Design)
Silver
- Cheer Signs for Tokyo Metropolitan Government by TBWA\Hakuhodo Inc., Tokyo (Inclusive Design)
- My Own for Yokohama City Special Support School for the Visually Impaired by Frontage, Tokyo (Illustration)
- Traces of Trance for Shiseido by Shiseido Creative, Tokyo (Exhibitions, Events & Public Environment)
Gold
- Best After 2055 for Ogi-Miso by Shiseido Creative, Tokyo (Product Design: Sustainable Design)
- No Labels for Nikka Whisky by Dentsu Inc., Tokyo (Brand Collateral & Publications)
- No Labels for Nikka Whisky by Dentsu Inc., Tokyo (Integrated Design Campaign)
Brand Experience, Commerce, Direct
Jim Ingram, Co-Founder & Group Chief Creative for Thinkerbell Australia resided over the jury for Brand Experience, Commerce and Direct Lotus awards. He summarized the judging experience for all three categories, “We judged Brand Experience, Commerce and Direct. Combining these disciplines helped us overall: we looked for work that had the core of the brand at the heart of the idea, helped sell actual products or services, and involved the customer in some way.“
Brand Experience Lotus
There were 139 entries for the Brand Experience Lotus category. The jury for this category also awarded 5 Bronze, 4 Silver and 1 Gold awards. There was no Grande awarded for the Brand Experience category.
The Gold award was given to:
- Leo Australia, Sydney for its work on SUNCORP Insurance, “Haven”
Jim explained: “The best work in Brand Experience created a tangible, connected experience for consumers that was two-way, and immersive, creating a richer experience than just a simple one-way communication.”
“SUNHAVEN Insurance “Haven” won Gold for delivering a near seamless experience that uses data, AI and automated tech to create a personality for your house. Creating an idea for an insurance brand that can make you feel responsible for bricks and mortar, whilst encouraging you to change your behaviour towards mundane things like cleaning your gutters and updating your smoke alarms is utter genius. If you haven’t played with the platform, I encourage you to look at the demo video at ADFEST.”
Finalist
- Back to Kai Tak for Cathay by Publicis Groupe Hong Kong, Hong Kong (Live Experiences & Events)
- Can’t Afford to Pause for KBank by Adqua, Seoul (Finance, Business & Commercial Public Services)
- Garuda Rakshak for DSP Mutual Fund by Dentsu Creative Inc., Gurugram (Emerging Technology & Tech-led Brand Experience)
- GQ Pro Med Scrubs for GQ Apparel by Accenture Song (Thailand), Bangkok (Consumer Goods)
- Pass the Milk for Paxel by Dentsu Creative Inc., Jakarta (Use of Mobile & Devices)
- Praykinson for Vajira Hospital by Dentsu Creative Thailand, Bangkok (Use of Film & Audio)
Bronze
- Drop Cart Draw for Lotus’s by VML Malaysia, Kuala Lumpur (Retail, Leisure & Entertainment)
- Hearing 1945 for Korea’s Liberation Day by Innocean, Seoul (Emerging Technology & Tech-led Brand Experience)
- Honda Rest Area for Honda Oneheart by Tu7uh Creative Lab, Jakarta (Corporate Image & Corporate Social Responsibility)
- Soil Stay for Tra Mongkut Fertilizer by VML Group Thailand, Bangkok (Corporate Image & Corporate Social Responsibility)
- The Yangzhou Qiao Bei Musical Suite for Yangzhou Municipal Bureau of Culture, Radio, TV and Tourism, China by TBWA\China, Shanghai (Use of Film & Audio)
Silver
- Australia’s Deadliest Predator for Transport Accident Commission by Thinkerbell, Melbourne (Public Services & Cause Appeals)
- Dalah’s Spoiler Billboard for Netflix by VML Group Thailand, Bangkok (Use of Print & Conventional Outdoor)
- Hearing 1945 for Korea’s Liberation Day by Innocean, Seoul (Use of Film & Audio)
- The Great In-Game Wedding for Battlegrounds Mobile India by DDB Mudra Group, Mumbai (Use of Digital & Social Platforms)
Gold
- Haven for Suncorp Insurance by Leo Australia, Sydney (Use of Digital & Social Platforms)
Commerce Lotus
For the Commerce Lotus category, 24 pieces of work were entered. The Jury awarded 1 Bronze, 1 Silver and a Gold award. No Grande award was given in this category.
The Gold award was picked up by:
- Ogilvy Singapore, Singapore for its work on Vaseline, “Vaseline Verified”
Jim said, “Surprisingly, Commerce had fewer entries than expected, because almost all our work should trigger a commercial outcome. The best work here was just as clever as it was effective in driving sales results.”
“Vaseline Verified won Gold and this is certainly a “wish we’d done that” type of idea. A huge idea that effortlessly converts ‘influencers’ into ‘advertisers’. It creates scale, relevance and direct commercial uplift via a platform that a huge proportion of the ‘ad industry’ has struggled to know what to do with. We loved it.”
Finalist
- Trust Bars for Heineken by Le Pub APAC, Singapore (In-Store Experiences)
Bronze
- Drop Cart Draw for Lotus’s by VML Malaysia, Kuala Lumpur (Customer Targeting)
Silver
- Save Me for FamilyMart by The Breakthrough Company GO, Tokyo (Sustainable Commerce)
Gold
- Vaseline Verified for Vaseline by Ogilvy Singapore, Singapore (Social & Influencer Commerce)
Direct Lotus
Out of 83 entries for Direct Lotus this year, the juries awarded 4 Bronze, 2 Silver and 3 Gold. There was no Grande announced for Direct Lotus.
Two Gold awards were presented to Leo Australia, Sydney for its work on SUNCORP Insurance, “Haven” in two sub-categories. The third Gold award was accepted by Ogilvy Singapore, Singapore for its work for Vaseline, “Vaseline Verified”.
Jim concluded, “The best work in Direct was super targeted, with an identified audience that was then engaged in a highly creative way.”
Finalist
- Lux Reclaim Her Name for Lux by VML Singapore, Singapore (Mobile & Devices)
- Pass the Milk for Paxel by Dentsu Creative Inc., Jakarta (Online & Digital Platforms)
- The Tape Trailer for Netflix by Jongluckdee, Bangkok (Ambient: Small Scale)
- Tilechalk for DBL Ceramics Limited by Pops Inc., Dhaka (Corporate Image & Corporate Social Responsibility)
Bronze
- Drop Cart Draw for Lotus’s by VML Malaysia, Kuala Lumpur (Real-time Response)
- Garuda Rakshak for DSP Mutual Fund by Dentsu Creative Inc., Gurugram (Real-time Response)
- Soil Stay for Tra Mongkut Fertilizer by VML Group Thailand, Bangkok (Customer Acquisition & Retention)
- The Untaught History Edition for Annahar by Impact BBDO, Dubai (Print & Outdoor)
Silver
- One Noodle for Haraku Ramen by BLKJ Havas, Singapore (Launch/Re-launch)
- The Last Order for Just Eats Global – Menulog Australia by Thinkerbell, Melbourne (Resilience Through Creativity)
Gold
- Haven for Suncorp Insurance by Leo Australia, Sydney (Finance, Business & Commercial Public Services)
- Haven for Suncorp Insurance by Leo Australia, Sydney (Use of Data)
- Vaseline Verified for Vaseline by Ogilvy Singapore, Singapore (Use of Social Media Platforms)
Media, Entertainment, PR
Jury President for Entertainment, Media and PR was Julie Jihyun Kang, Chief Executive Officer, Serviceplan Korea and Founder & CEO, Flux Al Asia from Seoul. She gave her view of her experiences when judging at ADFEST this year.
“If I had to summarize ADFEST 2026 in one sentence, it is this: Brands are no longer interrupting’ our lives; they are becoming part of our culture. We saw three major shifts:
- The Gaming Takeover: Gaming is no longer a sub-culture. Brands are now ‘all-in,’ moving from simple logos to becoming true members of the gaming community.
- Human-First Tech: We moved past ‘tech for tech’s sake.’ The winning work used AI and data not to look cool, but to solve real human problems and unlock new social possibilities.
- Giving up Control: Brands are finally learning to ‘let go.’ By letting creators and platforms speak in their own voice, brands achieved a level of authenticity we haven’t seen before. This year’s works showed the end of polished perfection and how brands are learning to let go.”
“Finally, what makes ADFEST special is the Magic of Asian Creativity. When we fuse deep-rooted traditions with modern technology, we create something the rest of the world cannot copy. That is where the magic hits differently”, Julie concluded.
Media Lotus
The Media Lotus received 91 entries, this year. Out of those, juries awarded 7 Bronze, 6 Silver, and 1 Gold awards. There was no Grande award for the Media category.
The Gold award was won by DMINUSONE, Seoul for its work on CHOROGUSAN For Children, “The Life-Saving Receipt”.
Julie summarized: “In Media, we saw a shift from ‘media execution’ to ‘media thinking’. The most exciting work redefined the role of media by turning everyday behaviors and user voices into functional communication systems. They reached people at the exact moment when the message became meaningful.”
“’Chorogusan, THE LIFE-SAVING RECEIPT’ was the Gold winner for Media Lotus. It was ‘Media Precision with a Heart’. This campaign represents media thinking and precision at its absolute finest. By transforming a mundane grocery receipt into a targeted health tool for migrant families, it reached people at the exact moment the message mattered most—specifically when they were purchasing childcare products. This strategic intervention achieved a massive impact, leading 72% of previously unvaccinated children to receive their vaccinations. Ultimately, it stands as the perfect example of how data, when used with heart, can be harnessed as a social safety net to save lives.”
Finalist
- #SaveToVoteWithMaya for Maya PBB Segment by Dentsu Creative Manila, Manila (Branded Entertainment & Content: Program & Platforms)
- Acronym Hack for McDonald’s by Publicis Groupe Hong Kong, Hong Kong (Use of Guerrilla Marketing & Stunts)
- Doritos Cilantro Swap for Doritos by Saatchi & Saatchi Taiwan, Taipei (Branded Entertainment & Content: Program & Platforms)
- Heineken F1 River Run for Heineken by Publicis Advertising Co., Ltd Shanghai Branch, Shanghai (Use of Guerrilla Marketing & Stunts)
- Middle Boss Hero for Craft Boss by TYO Inc., Tokyo (Consumer Goods)
- Reza Rahadian Presents: Films Without Reza Rahadian for Netflix ID Blockbuster by Good People Network, Jakarta (Use of Influencer)
- The Sync Ad for Tokucha by Hakuhodo Inc., Tokyo (Use of Print & Conventional Outdoor)
- The Unfluencer for KFC Thailand by Brilliant & Million, Bangkok (Use of Influencer)
- Voice of Food for Ajinomoto Co., Inc. by Dentsu Inc., Tokyo (Use of Mobile & Devices)
Bronze
- Come Back Home for Daangn by Innocean, Seoul (Corporate Image & Corporate Social Responsibility)
- Gamifries for McDonald’s by Leo Manila, Manila (Use of Guerrilla Marketing & Stunts)
- Laptop Bento for FMV Note U by Hakuhodo Inc., Tokyo (Breakthrough on a Budget)
- Laptop Bento for FMV Note U by Hakuhodo Inc., Tokyo (Use of Ambient: Small Scale)
- The Tape Trailer for Netflix by Jongluckdee, Bangkok (Breakthrough on a Budget)
- Toxic Backfire for Samsung by Cheil Pengtai Beijing & Cheil Hong Kong, Beijing (Corporate Image & Corporate Social Responsibility)
- Toxic Backfire for Samsung by Cheil Pengtai Beijing & Cheil Hong Kong, Beijing (Use of Digital Platforms)
Silver
- Gamifries for McDonald’s by Leo Manila, Manila (Breakthrough on a Budget)
- Garuda Rakshak for DSP Mutual Fund by Dentsu Creative Inc., Gurugram (Use of Technology)
- The Life-Saving Receipt for Chorogusan for Children by Dminusone, Seoul (Use of Ambient: Small Scale)
- The Sponsored Truth for Samsung by Leo Malaysia, Kuala Lumpur (Consumer Goods)
- The Sponsored Truth for Samsung by Leo Malaysia, Kuala Lumpur (Use of Digital Platforms)
- The Tape Trailer for Netflix by Jongluckdee, Bangkok (Use of Ambient: Small Scale)
Gold
- The Life-Saving Receipt for Chorogusan for Children by Dminusone, Seoul (Public Services & Cause Appeals)
PR Lotus
There were 64 entries for the PR Lotus category. The jury for this category also awarded 4 Bronze, 5 Silver and 2 Gold awards. The Grande award in the PR category was awarded to BLKJ Havas Singapore for Haraku Ramen, “One Noodle”. This work also won a Gold award.
The second Gold award was presented to Ogilvy Singapore, Singapore for its work on Vaseline, “Vaseline Verified”.
The trend in PR was “From Polish to Talkability- The Humility to Relinquish Control”. Explained Julie, “In PR, we were deeply impressed by a new level of brand humility. The most exciting trend wasn’t just ‘doing’ things; it was the courage to relinquish creative control to earn real ‘talkability’. The strongest winners were not overly polished brand messages dropped from above; they were ideas built to belong inside existing fan ecosystems.”
“We saw brands stop acting like ‘owners’ of the conversation and start acting like ‘members’ of the community, blending in to truly earn the hearts of their audience.”
“The PR Grande Winner was ‘Haraku Ramen “ONE NOODLE”:’ Instead of a traditional PR campaign, the brand used a 3.5-meter long noodle to solve a real-world dilemma for gamers. This is product innovation acting as the ultimate PR engine—addressing community behavior so deeply that the brand didn’t need a script; the community did the talking for them
Finalist
- Meet Me at the Coke Sign for Coca-Cola by Ogilvy, Sydney (Brand Voice & Strategic Storytelling)
- Oreo Milky Way Dunk for Oreo by Leo Indonesia, Jakarta (Launch/Re-launch)
Bronze
- Acronym Hack for McDonald’s by Publicis Groupe Hong Kong, Hong Kong (Use of Guerrilla Marketing & Stunts)
- MK Mongkol IMC for MK Restaurant by Sour Bangkok, Bangkok (Use of Guerrilla Marketing & Stunts)
- Soil Stay for Tra Mongkut Fertilizer by VML Group Thailand, Bangkok (Corporate Image & Corporate Social Responsibility)
- Tsugiki: Coffee Reborn for Tully’s Coffee by PR Consulting Dentsu Inc., Tokyo (Use of Media Relations)
Silver
- Cheer Signs for Tokyo Metropolitan Government by TBWA\Hakuhodo Inc., Tokyo (Breakthrough in PR)
- Gamifries for McDonald’s by BBH Singapore, Singapore (Breakthrough on a Budget)
- Gamifries for McDonald’s by BBH Singapore, Singapore (Use of Guerrilla Marketing & Stunts)
- The Great In-Game Wedding for Battlegrounds Mobile India by DDB Mudra Group, Mumbai (Brand Voice & Strategic Storytelling)
- Vaseline Huh? for Vaseline by Brilliant & Million, Bangkok (Use of Social)
Gold
- One Noodle for Haraku Ramen by BLKJ Havas, Singapore (Launch/Re-launch)
- Vaseline Verified for Vaseline by Ogilvy Singapore, Singapore (Use of Social)
Grande
- One Noodle for Haraku Ramen by BLKJ Havas, Singapore (Breakthrough in PR)
Entertainment Lotus
This year, there were 105 entries in the Entertainment Lotus category. There were 8 Bronze, 7 Silver and 3 Gold Lotus awards given out. There was no Grande award for Entertainment Lotus.
The 3 Gold Awards were accepted by:
- TBWA\Media Arts Lab Tokyo, Tokyo for iPhone, “Shot on iPhone – Last Scene”
- Six Inc., Tokyo/Hakuhodo Inc., Tokyo for PlayStation, “Project: Memory Card” and
- DDB Mudra Group, Mumbai for Battlegrounds Mobile India, “The Great In-Game Wedding”
Julie saw that the overarching trend for Entertainment was the work was creating “Cultural Assets, Not Advertisements” “Story-Living in Ecosystems”.
“The fundamental question in our Jury room was: ‘Would people watch this if the brand didn’t pay for it?’. We were thrilled to see work that felt like a ‘dream come true’ for fans, where brands moved from being simple sponsors to becoming true co-creators of culture.
Entertainment has evolved from storytelling to ‘story-living.’ Brands are no longer outsiders looking in; they are bravely entering existing fan ecosystems—like gaming and social communities—to create dream-scenarios that fans actually want to live through and share.”
All the Gold winners reflected this trend, but especially Battleground Mobile India’s “The Great In-Game Wedding”. Julie explained, “Turning a Battleground into a Bond, this work used India’s most powerful cultural code – marriage – to break the stigma around gaming. It proved that games are not just about violence; they are platforms where real human relationships are born.”
Finalist
- Doritos Cilantro Swap for Doritos by Saatchi & Saatchi Taiwan, Taipei (Consumer Goods)
Bronze
- Cheer Signs for Tokyo Metropolitan Government by TBWA\Hakuhodo Inc., Tokyo (Breakthrough in Sports)
- I Made a Mixtape for You for Apple by TBWA Advertising (Shanghai) Co., Ltd., Shanghai (Fiction & Non-Fiction Film: 5–30 minutes)
- I Made a Mixtape for You for Apple by TBWA Advertising (Shanghai) Co., Ltd., Shanghai (Use of Licensed/Adapted Music)
- Kung Fries for McDonald’s Fries by Leo Taiwan, Taipei (Retail, Leisure & Entertainment)
- Project: Memory Card for PlayStation by Six Inc., Tokyo (Branded Music Content: Other)
- Real Fazz for Fazzio by B&B Thailand, Bangkok (Use of Talent & Influencer)
- Safetynovela for Philippine Airlines by BBDO Guerrero, Manila (Fiction & Non-Fiction Film: 5–30 minutes)
- Save the Music for Apple by TBWA\Media Arts Lab ISEA, Singapore (Music Video)
Silver
- Cheer Signs for Tokyo Metropolitan Government by TBWA\Hakuhodo Inc., Tokyo (Diversity & Inclusion in Entertainment)
- Chizzalulu Chizzalala, The Edible Brainrot for KFC Thailand by Brilliant & Million, Bangkok (Digital, Social & Emerging Technology)
- I’m OK Not OK // Bringing Back Two Long-Lost Friends to Bring Back Millions of Fans for Boydpod feat Billkin by BBDO Bangkok, Bangkok (Music Video)
- The Scent That Gives You the Scene for Mith Bangkok by Wolf BKK, Bangkok (Use of Talent & Influencer)
- Toxic Backfire for Samsung by Cheil Pengtai Beijing & Cheil Hong Kong, Beijing (Community Engagement: Gaming)
- Toxic Backfire for Samsung by Cheil Pengtai Beijing & Cheil Hong Kong, Beijing (Corporate Image & Corporate Social Responsibility)
- Vaseline Huh? for Vaseline by Brilliant & Million, Bangkok (Brand Integration, Partnerships & Collaborations)
Gold
- Project: Memory Card for PlayStation by Six Inc., Tokyo (Audio-Visual Content)
- Shot on iPhone – Last Scene for iPhone by TBWA\Media Arts Lab, Tokyo (Fiction & Non-Fiction Film: 5–30 minutes)
- The Great In-Game Wedding for Battlegrounds Mobile India by DDB Mudra Group, Mumbai (Community Engagement: Gaming)
New Director, Film Craft
Jury President for New Director and Film Craft Lotus was Michael Ahmadzadeh, Partner & Executive Producer of electriclimeº, APAC & MENA.
Michael identified two main takeaways from the work judged at ADFEST 2026 for New Director and Film Craft.
“Firstly, the level of work from year to year is getting better and better across the region, which was great to see and sparked a lot of interesting debates and inspiring conversations,” he said. “Secondly, Asia is no longer following Europe and the US — it is defining its own voice, shaped by the work we’re seeing now.”
New Director Lotus
From 7 entries, there was 1 Gold and a Grande awarded in this category. The Gold and Grande awards were won by separate agencies for the same client, The Kancil Awards and Creative Festival.
The Grande award was won by:
- Denhouse Sdn Bhd, Kuala Lumpur for The Kancil Awards and Creative Festival, “Kapal Kertas”
Michael expanded on the jury’s decision to award the Grande. “It was a bold topic. The writer-director addressed the challenges for under-age girls forced into marriage in smaller rural communities and created a beautiful, poetic film with subtle messages throughout. Throughout the story, the girl’s messages start to change to reflect the influence from family, community and the male she has to marry, almost normalizing what happens in the execution. It really stood out.”
The Gold award was won by:
- Graph Studio Sdn Bhd, Kuala Lumpur for The Kancil Awards and Creative Festival, “Talk to Me 2025”
Film Craft Lotus
Film Craft had a tally of 118 entries in total this year. The Jury awarded 11 Bronze, 9 Silver and 8 Gold awards. The Grande award was awarded to Studio Eeksaurus Productions, Mumbai for its work on Centre for Pastoralism, “Desi Oon”. This work also won 2 Gold awards in the Film Craft category.
“The film was telling universal, beautiful and well-crafted stories about how wool impacts the community and daily life. We were just amazed by the level of craft at a human level that used skill, time and dedication. For me and the rest of the jury, the work was exceptional.”
Fundamental, Mumbai won 2 Gold awards for WhatsApp, “WhatsApp Baatan Hi Baatan Mein (Love in a Few Words)”
The other 4 Gold awards went to:
- Denhouse Sdn Bhd, Kuala Lumpur for The Kancil Awards and Creative Festival, “Kapal Kertas”
- Ducktape Studios, Mumbai for Steadfast Stationery, “Steadfast – Dirty Money”
- ALT.VFX, Brisbane for Allianz, “Flight of the Finch” and
- Hakuhodo Gravity Inc., Tokyo for Ships, “Craftman.Ships”
Finalist
- Can’t Do That If You’re Driving for Uber Australia by Finch, Sydney (Use of Talent/Celebrity)
- Echoes of Korea – Jeolla for Korea Tourism Organization by HSAD, Seoul (Original Music)
- Flight of the Finch for Allianz by Finch, Sydney (Directing)
- Lessons for Apple by TBWA\Media Arts Lab ISEA, Singapore (Editing)
- Make Love Last for Viatris by Ogilvy Shanghai, Shanghai (Cinematography)
- Mirror Mirror for Telstra by Alt.VFX, Brisbane (Special Effects: Digital Visual Effects)
- Safetynovela for Philippine Airlines by Arcade Film Factory, Manila (Production Design)
- Shot on iPhone – Last Scene for iPhone by TBWA\Media Arts Lab, Tokyo (Directing)
- Space for Lexus by Six Inc., Tokyo (Breakthrough in Production)
- The Missing Egg for Edufarmers by Migunani Creative Cult, Jakarta (Casting)
- Toyota Safety for Toyota by Rumble Studios, Sydney (Sound Design)
Bronze
- Flipkart ‘Sa Sa Le Le’ for Flipkart by Bang Bang Mediacorp, Mumbai (Casting)
- Flipkart ‘Sa Sa Le Le’ for Flipkart by Bang Bang Mediacorp, Mumbai (Original Music)
- Flight of the Finch for Allianz by Alt.VFX, Brisbane (Animation (In-Camera or Digital))
- Go! GR Supra Safety Car! for Gazoo Racing by Six Inc., Tokyo (Special Effects: Digital Visual Effects)
- Sounds Human for Japan Philharmonic Orchestra by Hakuhodo Inc., Tokyo (Breakthrough in Production)
- Space for Lexus by Six Inc., Tokyo (Cinematography)
- Super.Money ‘Jonty Rodes’ for Super.Money by Bang Bang Mediacorp, Mumbai (Directing)
- Super.Money ‘Jontyrodes’ for Super.Money by Bang Bang Mediacorp, Mumbai (Use of Talent/Celebrity)
- The Adventures of Ampy for Ampol by Sedona Productions, Sydney (Special Effects: In-Camera)
- The Missing Egg for Edufarmers by Migunani Creative Cult, Jakarta (Directing)
- Umi Nori Collection VII for Umi Nori by Rumble Studios, Sydney (Sound Design)
Silver
- Fries Beat 2025 for McDonald’s by Dentsu Inc., Tokyo (Animation (In-Camera or Digital))
- Genesis GV60 Take Your Wonder Further for Genesis by Innocean, Seoul (Cinematography)
- Go Mongolia for Government of Mongolia by Made by Ikigai, Singapore (Original Music)
- Let Go for Samsung by Finch, Sydney (Cinematography)
- Project: Memory Card for PlayStation by Six Inc., Tokyo (Animation (In-Camera or Digital))
- Say It Prond for Speak by Dentsu Creative Taiwan, Taipei (Use of Talent/Celebrity)
- Space for Lexus by Six Inc., Tokyo (Special Effects: In-Camera)
- Steadfast – Dirty Money for Steadfast Stationery by Ducktape Studios, Mumbai (Directing)
- The M Ssing Piece for KFC Thailand by Brilliant & Million, Bangkok (Directing)
Gold
- Craftman.Ships for Ships by Hakuhodo Gravity Inc., Tokyo (Animation (In-Camera or Digital))
- Desi Oon for Centre for Pastoralism by Studio Eeksaurus Productions Pvt. Ltd., Mumbai (Original Music)
- Desi Oon for Centre for Pastoralism by Studio Eeksaurus Productions Pvt. Ltd., Mumbai (Production Design)
- Flight of the Finch for Allianz by Alt.VFX, Brisbane (Special Effects: Digital Visual Effects)
- Kapal Kertas for The Kancil Awards and Creative Festival by Denhouse Sdn. Bhd., Kuala Lumpur (Script)
- Steadfast – Dirty Money for Steadfast Stationery by Ducktape Studios, Mumbai (Casting)
- WhatsApp Baatan Hi Baatan Mein (Love in a Few Words) for WhatsApp by Fundamental, Mumbai (Casting)
- WhatsApp Baatan Hi Baatan Mein (Love in a Few Words) for WhatsApp by Fundamental, Mumbai (Directing)
Grande
- Desi Oon for Centre for Pastoralism by Studio Eeksaurus Productions Pvt. Ltd., Mumbai (Animation (In-Camera or Digital))
Fabulous Five
ADFEST’s “Fabulous Five” program is one of the world’s most respected platforms for kick-starting the careers of commercial directors. Five directors with less than two years’ experience were invited to direct 5-minute short films inspired by the theme of ADFEST 2026, “Human+”.
Congratulations to Ariyaporn Boondeepathum, Director, from And Friends Studio Co., Ltd., Bangkok who was awarded a Commendation for his short film for ADFEST 2026, called “Human Mode”.
The other Fabulous Five finalists were:
- Irvine Prisilia, Assistant Director from TJT Creative Lab, Jakarta
- Karin Nogami, Director from Tohokushinsha Film Corporation, Tokyo
- Lisa Aoki, Director from Tohokushinsha Film Corporation, Tokyo
- Nagi Tajima, Director from FIELD MANAGEMENT EXPAND Inc, Tokyo
Follow all the latest news and events via #ADFEST2026 #HumanPlus on Facebook, Instagram, LinkedIn, X and TikTok (www.tiktok.com/@adfestofficial). To view the full program, visit www.ADFEST.com
adobo Magazine is an official media partner of ADFEST 2026.
