LONDON, UK — MullenLowe TREYNA’s groundbreaking campaign, “Right to Care,” for the Quezon City Gender and Development Council, has been shortlisted at the 2025 D&AD Awards in the Sustained Impact category, under the Local Solution subcategory.
Celebrated for its culture-shifting impact in the Philippines, “Right to Care” has gained both local and international acclaim. Globally, it has been recognized by Spikes Asia, ADFEST, Clio, Good Design, and the New York Advertising Festival. On the local front, it won 17 Kidlat Awards, including three Grand Prix.
“The Right to Care Card is a tool that creatively repurposes a Special Power of Attorney (legal document commonly used in financial transactions) into portable proof that authorizes LGBTQ couples to make care decisions for each other during medical emergencies. With this card, LGBTQ partners can be recognized by medical staff as next-of-kin, even though same-sex union is illegal in the Philippines. The card is also easy to carry around and present in emergencies unlike a whole document. Created together with multiple legal teams, this card legalizes what was previously thought to be impossible,” the entry description read.
The 2025 D&AD Awards have announced the final shortlist from all 44 Awards categories across the following disciplines: Design, Advertising, Craft, Engagement and Experience, Health, Luxury, Entertainment and Impact – bringing the total shortlisted works to 1,288, 241 of which came from Asia alone.
In Asia alone, China commands the region with 69 shortlisted entries. Japan follows with 44, India with 24, while Indonesia and Singapore ties with 14 entries. United Arab Emirates also made a strong showcase with 11 entries, as Hong Kong, Thailand, Saudi Arabia, and Philippines trailed.
MullenLowe TREYNA’s contributes to the Philippines’ strong showing at the D&AD Awards, bringing the country’s total to six shortlisted entries. The other five include two from BBDO Guerrero’s “Play The Dew” campaign and three from GIGIL’s Steal and Miracle.
Key Dates
The D&AD Awards judging will took place from May 18 to 21, 2025. The D&AD Festival will be held from May 21 to 22, 2025 at the Southbank Centre, London. Featuring keynote talks, judges’ insight sessions, networking events, and an exhibition celebrating the best in creativity. The awards ceremony will take place on May 22, 2025 where the coveted Pencils will be presented in person, marking the grand finale of this prestigious creative celebration.
About D&AD
D&AD exists to stimulate, enable, and award creative excellence in design and advertising, serving as one of the world’s most prestigious benchmarks for commercial creativity. The D&AD Pencil symbolizes rigor and integrity, embodying everything required to produce the very best creative work.
Since 1962, the D&AD Pencil has represented the very best in design and advertising. Winning a Pencil remains the pinnacle of many careers and the work it celebrates inspires others to study, debate, copy and reference its excellence, as the industry’s finest and most historic of treasures.
The D&AD Awards feature a hierarchy of recognition levels that celebrate varying degrees of creative excellence. The Shortlist acknowledges work that demonstrates merit and is worthy of recognition, placing it among the top entries in all categories. The Wood Pencil honors the best work of the year across advertising, design, craft, culture, and impact. Rising above the Wood Pencil, the Graphite Pencil is awarded to stand-out work considered for the prestigious Yellow Pencil. The Yellow Pencil represents the iconic symbol of true creative excellence, reserved for outstanding work that sets a high standard in the industry. At the pinnacle is the Black Pencil, the ultimate creative accolade, given only to groundbreaking work, with only a handful — if any — awarded each year.
adobo Magazine is an official media partner of the D&AD Awards 2025.
