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Leo Burnett Manila, TBWA\SMP, Gigil, and BBDO Guerrero land shortlist spots at The One Show with unforgettable campaigns

MANILA, PHILIPPINES — The One Show is back for its gold anniversary, and for its 50th year, entries from almost 70 countries and regions made it onto the 2023 full shortlist. Chosen by an international panel of creative and business leaders, these shortlisted works proceed to the second round of voting before finalists are revealed.

Among the shortlisted works, Philippine-based agencies prove their creative chops as they carve out their own spotlights with entries that not only made waves, but also caught The One Show’s jury’s eye.

Unbranded Menu,” the viral McDonald’s campaign by Leo Burnett Group Manila that hacked the world of gaming, takes the lead with three shortlists. The work was shortlisted under the Direct Marketing: Digital & Online – Gaming, Social Media: Stunts & Activations, and Interactive, Online & Mobile: Innovation in Interactive, Online, & Mobile categories.


Pacific Paint (Boysen) Philippines, Inc’s “Boysen Plants” campaign landed multiple spots for the final round of judging as well with two shortlists: Out of Home: P.O.P. & In-Store – Series and Print & Promotion: Craft – Art Direction. The work, which featured insect-eating plants all made out of the brand’s innovative anti-insect paint, was created by TBWA\ Santiago Mangada Puno.

That’s not all from TBWA\ Santiago Mangada Puno, though. The agency’s Mcdonald’s Carabao-Thru campaign, which opened up the fast food chain’s ride-thru to the hardworking farmers and carabaos of Pulilan, Bulacan during the Kneeling Carabao Festival, also got shortlisted under the Creative Effectiveness: Single Region or Market – Consumer / Brand category.

Bench Couture, also from TBWA, landed a Interactive, Online & Mobile: Online-only Video – Single shortlist as well. The inspiring campaign from Suyen Corporation brand Bench is a celebration of Filipino LGBTQ youth by embodying their creative and courage with a DIY runway show where they strut in household-items-turned-couture. 


Here’s to growing up with the imagination to express themselves. #YourOwnKindOfBeautiful

♬ original sound – Bench/ Lifestyle + Clothing – Bench/ Lifestyle + Clothing

TBWA also got its Galing Dito campaign, a counter-culture campaign for DITO Telecommunity that featured diverse regional talent, on the shortlist for Social Media: Social Channel – Multi-Platform.

GIGIL and Arcade Film Factory make their marks as well with Folk Healer, which was shortlisted under the Film & Video: Television & VOD – 31-60 Seconds category. The hilariously bizarre spot was made for GrabFood Philippines to launch the brand’s new GrabUnlimited subscription package.


Another delightfully cheeky entry from GIGIL and Arcade Film Factory makes it to the shortlist under Film & Video: Online-only Films & Video – 31-60 Seconds – Series. This time, it’s the agency’s Jollisavers series for Jollibee that reminds you it doesn’t have to cost that much to be happy. 

GIGIL was also the agency that took Bridgerton to Manila and got a Design: Spatial Design – Experiential & Immersive shortlist to show for it. Bridgerton in Manila for Netflix gave Filipinos the chance to experience the lavish world of the hit series by setting up Villa Bridgerton in New Manila. 

The Philippines didn’t luck out on the Special Awards shortlist either. BBDO Guerrero‘s innovative The Dissolving Bottle campaign for The Naturale Market landed a spot on the shortlist for a Green Pencil, which recognizes creative works that have created measurable impact in environmental efforts. This is fitting for this award-winning campaign that offered a simple yet effective way to get people to ditch the plastic bottle.

We’ll have to wait until April 24, 2023 to see if these show-stopping campaigns make it as finalists for one of the most esteemed awards programs for advertising, design, and digital marketing in the world. Winners will then be announced during Creative Week 2023.

Partner with adobo Magazine

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