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Leo Burnett Manila emerges as the Philippines’ most shortlisted agency at Spikes Asia 2023, followed by Gigil

SINGAPORE — Spikes Asia, Asia Pacific’s most prestigious creative communications awards, has released its 2023 shortlists across 20 of the Spikes Awards. The Philippines once again made a strong showing with 14 shortlisted works. Among the standout agencies was Leo Burnett Manila, with its “Unbranded Menu” campaign for McDonald’s earning a total of six shortlisted entries. GIGIL followed suit with two shortlisted. MullenLowe Treyna, BBDO Guerrero, and Bates CHI & Partners also made it to the shortlists for their creative works.

Currently the Philippines’ most recognized campaign for Spikes Asia 2023, “Unbranded Menu” saw Leo Burnett Manila hijack the gaming multiverse with an open challenge to gamers to go hunt for McDonald’s “food-alikes” and then swap their inedible discoveries for actual McDonald’s items.

It all started with the Philippines’ most popular gaming personality, Alodia Gosiengfiao, finding a Big Mac lookalike inside Grand Theft Auto V and posting a screenshot of it. She then challenged her eight million followers to search, too. To fuel the hunt, McDonald’s food, gaming credits, consoles, and other gaming merchandise were given away in exchange for screenshots of food-alikes tagged #ThisIsMcDonalds.


Meanwhile, GIGIL’s respective works for Netflix and RC Cola earned rightful places on the shortlists. “Fuel Station” brought to life a gas station that sold fuel at 1988 prices, to celebrate the premiere of Seoul Vibe on Netflix with the tagline “Drive back to 1988.” Moreover, the agency’s humorous and viral ad for RC Cola, titled “Family,” was also recognized for its odd and quirky approach, as well as the wide spectrum of comedy the story provides.

To view the full Spikes Asia 2023 shortlists, visit here

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