ADFEST 2026 has released its first wave of Lotus Awards finalists, spanning eight categories: Commerce, Creative Strategy, Radio & Audio, Film, New Director, Media, Entertainment, and Design.
This year’s festival, themed “Human+,” runs from Thursday, March 19 to Saturday, March 21 at the Pattaya Exhibition and Convention Hall (PEACH), Royal Cliff Hotels Group, Pattaya, Thailand.
Japan leads the shortlist with 30 finalist entries, followed by Thailand with 24 and South Korea with 10. Tokyo-based Dentsu Inc. emerges as the most shortlisted agency with 10 entries across the following categories:
Sponsor
- Radio & Audio Lotus — Voice of Food (Use of Audio or Voice Technology), Voice of Food (Breakthrough in Radio & Audio)
- Film Lotus — No Labels
- Design Lotus — No Labels (Brand Collateral & Publications), Peaceful Weapon (Poster), Playful Stamina (Poster), No Labels (Integrated Design Campaign), Waves of Will Powered by NTT (Innovative Design), Waves of Will Powered by NTT (Inclusive Design)
- Creative Strategy Lotus — Second Life Kura (Long-Term Strategy)
Check out the first batch of shortlisted entries below:
Commerce Lotus
Channel
Social & Influencer Commerce
- Vaseline Verified for Vaseline by Ogilvy Singapore, Singapore
Sustainable Commerce
- Save Me for FamilyMart by The Breakthrough Company GO, Tokyo
Experience & Engagement
In-Store Experiences
- Trust Bars for Heineken by Le Pub APAC, Singapore
Customer Targeting
- Drop Cart Draw for Lotus’s by VML Malaysia, Kuala Lumpur
Creative Strategy Lotus
Products & Services
Consumer Goods
- Ride the Buldak High for Buldak by Innocean, Seoul
Automotive
- Lexus Gentlemen’s Club for Lexus by Medialand Digital Strategy Limited, Taipei
Corporate Image & Corporate Social Responsibility
- Honda Rest Area for Honda Oneheart by Tu7uh Creative Lab, Jakarta
- Come Back Home for Daangn by Innocean, Seoul
Data, Insight & Brand Partnership
Use of Data
- Haven for Suncorp Insurance by Leo Australia, Sydney
Audience Insight
- Fans Fries Meal for McDonald’s Malaysia by Leo Malaysia, Kuala Lumpur
Contextual Insight
- G-Rock Festival (Gmarket Rock Festival) for Gmarket by Chai Communication, Seoul
- The Coolest Ihram for Saudia by Landor, Dubai
- Save Me for FamilyMart by The Breakthrough Company GO, Tokyo
Collaboration & Partnership
- Khao Mun Gai Association for KFC Thailand by Wolf BKK, Bangkok
Campaign Excellence
Breakthrough in Creative Strategy
- Vaseline Verified for Vaseline by Ogilvy Singapore, Singapore
Long-Term Strategy
- Second Life Kura for The Bath & Bed Team by Dentsu Inc., Tokyo
- Unfreeze My Rights for Women Empowerment Office, CWO x Awakening Foundation by Dentsu Creative Taiwan, Taipei
Gutsy Strategy
- The Acquitted Ramen Returns for Samyang Foods by Innored, Seoul
- Dalah’s Spoiler Billboard for Netflix by VML Group Thailand, Bangkok
- Acronym Hack for McDonald’s by Publicis Groupe Hong Kong, Hong Kong
- Ride the Buldak High for Buldak by Innocean, Seoul
Radio & Audio Lotus
Innovation
Use of Audio or Voice Technology
- Praykinson for Vajira Hospital by Dentsu Creative Thailand, Bangkok
- Voice of Food for Ajinomoto Co., Inc. by Dentsu Inc., Tokyo
- Hearing 1945 for Korea’s Liberation Day by Innocean, Seoul
Audio Craft
Use of Music
- Knock Turn for Yamaha by Dentsu East Japan, Tokyo
- The Yangzhou Qiao Bei Musical Suite for Yangzhou Municipal Bureau of Culture, Radio, TV and Tourism, China by TBWA\China, Shanghai
Campaign Excellence
Breakthrough in Radio & Audio
- Praykinson for Vajira Hospital by Dentsu Creative Thailand, Bangkok
- Voice of Food for Ajinomoto Co., Inc. by Dentsu Inc., Tokyo
Film Lotus
Broadcast
Broadcast: Consumer Goods
- Soil for Chupps Footwear by Into Creative, Mumbai
Broadcast: Finance, Business & Commercial Public Services
- Steadfast – Dirty Money for Steadfast Stationery by Ducktape Studios, Mumbai
- Amuk Emak for WE+ by Hybrid Hakuhodo, Jakarta
Online Film
Online Film: Food & Beverages
- No Labels for Nikka Whisky by Dentsu Inc., Tokyo
Online Film: Consumer Goods
- It’s Dettol Time for Dettol by Sour Bangkok, Bangkok
- The Scent That Gives You the Scene for Mith Bangkok by Wolf BKK, Bangkok
- Possessed for Lifebuoy by Mullenlowe Singapore, Singapore
Online Film: Retail
- Death of a Salesman for Five Star Chicken by BBDO Bangkok, Bangkok
- Own It First for Central Department Store by Wolf BKK, Bangkok
Online Film: Travel & Leisure
- Safetynovela for Philippine Airlines by BBDO Guerrero, Manila
Online Film: Media & Entertainment
- WhatsApp – Baatan Hi Baatan Mein (Love in a Few Words) for WhatsApp by Fundamental, Mumbai
- Reza Rahadian Presents: Films Without Reza Rahadian for Netflix ID Blockbuster by Good People Network, Jakarta
Online Film: Finance & Real Estate
- Patient for Krung Sri First Choice by Leo Thailand, Bangkok
- Amuk Emak for WE+ by Hybrid Hakuhodo, Jakarta
Online Film: Public Services & Cause Appeals
- Desi Oon for Centre for Pastoralism by Studio Eeksaurus Productions Pvt. Ltd., Mumbai
Viral Film
- Patient for Krung Sri First Choice by Leo Thailand, Bangkok
- Mother Strike for Snack Jack Ring by Choojai and Friends, Bangkok
- Death of a Salesman for Five Star Chicken by BBDO Bangkok, Bangkok
- The Scent That Gives You the Scene for Mith Bangkok by Wolf BKK, Bangkok
Web Series
- Dare to Step for Gambol by YDM (Thailand) Co., Ltd., Bangkok
- Chicky for GrabMart by Gigil, Manila
New Director Lotus
New Director Lotus
Short Film: Up to 10 minutes
- Talk to Me 2025 for The Kancil Awards and Creative Festival by Graph Studio Sdn Bhd, Kuala Lumpur
- Kapal Kertas for The Kancil Awards and Creative Festival by Denhouse Sdn. Bhd., Kuala Lumpur
Media Lotus
Products & Services
Consumer Goods
- Middle Boss Hero for Craft Boss by TYO Inc., Tokyo
- The Sponsored Truth for Samsung by Leo Malaysia, Kuala Lumpur
Corporate Image & Corporate Social Responsibility
- Toxic Backfire for Samsung by Cheil Pengtai Beijing & Cheil Hong Kong, Beijing
- Come Back Home for Daangn by Innocean, Seoul
Public Services & Cause Appeals
- The Life-Saving Receipt for Chorogusan for Children by Dminusone, Seoul
Use of Media
Use of Print & Conventional Outdoor
- The Sync Ad for Tokucha by Hakuhodo Inc., Tokyo
Use of Ambient: Small Scale
- The Life-Saving Receipt for Chorogusan for Children by Dminusone, Seoul
- Laptop Bento for FMV Note U by Hakuhodo Inc., Tokyo
- The Tape Trailer for Netflix by Jongluckdee, Bangkok
Use of Guerrilla Marketing & Stunts
- Heineken F1 River Run for Heineken by Publicis Advertising Co., Ltd Shanghai Branch, Shanghai
- Acronym Hack for McDonald’s by Publicis Groupe Hong Kong, Hong Kong
- Gamifries for McDonald’s by Leo Manila, Manila
Use of Digital Platforms
- Toxic Backfire for Samsung by Cheil Pengtai Beijing & Cheil Hong Kong, Beijing
- The Sponsored Truth for Samsung by Leo Malaysia, Kuala Lumpur
Use of Mobile & Devices
- Voice of Food for Ajinomoto Co., Inc. by Dentsu Inc., Tokyo
Data & Technology
Use of Technology
- Garuda Rakshak for DSP Mutual Fund by Dentsu Creative Inc., Gurugram
Content & Influencers
Branded Entertainment & Content: Program & Platforms
- Doritos Cilantro Swap for Doritos by Saatchi & Saatchi Taiwan, Taipei
- #SaveToVoteWithMaya for Maya PBB Segment by Dentsu Creative Manila, Manila
Use of Influencer
- Reza Rahadian Presents: Films Without Reza Rahadian for Netflix ID Blockbuster by Good People Network, Jakarta
- The Unfluencer for KFC Thailand by Brilliant & Million, Bangkok
Campaign Excellence
Breakthrough on a Budget
- Laptop Bento for FMV Note U by Hakuhodo Inc., Tokyo
- The Tape Trailer for Netflix by Jongluckdee, Bangkok
- Gamifries for McDonald’s by Leo Manila, Manila
Entertainment Lotus
Products & Services
Consumer Goods
- Doritos Cilantro Swap for Doritos by Saatchi & Saatchi Taiwan, Taipei
Retail, Leisure & Entertainment
- Kung Fries for McDonald’s Fries by Leo Taiwan, Taipei
Corporate Image & Corporate Social Responsibility
- Toxic Backfire for Samsung by Cheil Pengtai Beijing & Cheil Hong Kong, Beijing
Film
Fiction & Non-Fiction Film: 5–30 minutes
- Safetynovela for Philippine Airlines by BBDO Guerrero, Manila
- I Made a Mixtape for You for Apple by TBWA Advertising (Shanghai) Co., Ltd., Shanghai
- Shot on iPhone – Last Scene for iPhone by TBWA\Media Arts Lab, Tokyo
Music & Audio
Music Video
- Save the Music for Apple by TBWA\Media Arts Lab ISEA, Singapore
- 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
Branded Music Content: Other
- Project: Memory Card for PlayStation by Six Inc., Tokyo
Use of Licensed/Adapted Music
- I Made a Mixtape for You for Apple by TBWA Advertising (Shanghai) Co., Ltd., Shanghai
Gaming
Audio-Visual Content
- Project: Memory Card for PlayStation by Six Inc., Tokyo
Community Engagement: Gaming
- The Great In-Game Wedding for Battlegrounds Mobile India by DDB Mudra Group, Mumbai
- Toxic Backfire for Samsung by Cheil Pengtai Beijing & Cheil Hong Kong, Beijing
Sports
Breakthrough in Sports
- Cheer Signs for Tokyo Metropolitan Government by TBWA\Hakuhodo Inc., Tokyo
Brand Partnership & Collaboration
Brand Integration, Partnerships & Collaborations
- Vaseline Huh? for Vaseline by Brilliant & Million, Bangkok
Use of Talent & Influencer
- Real Fazz for Fazzio by B&B Thailand, Bangkok
- The Scent That Gives You the Scene for Mith Bangkok by Wolf BKK, Bangkok
Innovation & Technology
Diversity & Inclusion in Entertainment
- Cheer Signs for Tokyo Metropolitan Government by TBWA\Hakuhodo Inc., Tokyo
Digital, Social & Emerging Technology
- Chizzalulu Chizzalala, The Edible Brainrot for KFC Thailand by Brilliant & Million, Bangkok
Design Lotus
Product Design
Product Design: Consumer Products
- GQ Pro Med Scrubs for GQ Apparel by Accenture Song (Thailand), Bangkok
- One Noodle for Haraku Ramen by BLKJ Havas, Singapore
Product Design: Innovative Design
- The Wearable Extinguisher for Korea Fire Protection Association, National Fire Agency by Dminusone, Seoul
- The Coolest Ihram for Saudia by Landor, Dubai
- Smart Eye Camera for OUI Inc. by TBWA\Hakuhodo Inc., Tokyo
Product Design: Sustainable Design
- Best After 2055 for Ogi-Miso by Shiseido Creative, Tokyo
Communication Design
Brand Collateral & Publications
- No Labels for Nikka Whisky by Dentsu Inc., Tokyo
Poster
- Peaceful Weapon for The OneShow 2024 Exhibition in Japan by Dentsu Inc., Tokyo
- Playful Stamina for Hoshi Awards by Dentsu Inc., Tokyo
Type Design
- Lux Reclaim Her Name for Lux by VML Singapore, Singapore
Illustration
- My Own for Yokohama City Special Support School for the Visually Impaired by Frontage, Tokyo
Experiential Design
Point of Sale: Small Scale
- Save Me for FamilyMart by The Breakthrough Company GO, Tokyo
Exhibitions, Events & Public Environment
- Invisible to Visible for Foundation to Eradicate Neuromuscular Diseases F)E)N)D by Youngsanti, Bangkok
- Black Records for BMSG by Six Inc., Tokyo
- Traces of Trance for Shiseido by Shiseido Creative, Tokyo
Innovation
Innovative Design
- Waves of Will Powered by NTT for NTT Human Informatics Laboratories by Dentsu Inc., Tokyo
Campaign Excellence
Integrated Design Campaign
- No Labels for Nikka Whisky by Dentsu Inc., Tokyo
Inclusive Design
- Waves of Will Powered by NTT for NTT Human Informatics Laboratories by Dentsu Inc., Tokyo
- Cheer Signs for Tokyo Metropolitan Government by TBWA\Hakuhodo Inc., Tokyo
Another round of shortlisted entries from the other categories will be announced tomorrow, March 19. The first batch of winners of the Lotus Awards will be announced on Friday, March 20.
adobo Magazine is an official media partner of ADFEST 2026.
