BUSAN, SOUTH KOREA – MAD STARS 2025 is back — and bolder than ever. Held from August 27 to 29 at SIGNIEL Busan, the festival once again celebrated the best in creativity, marketing, and advertising — but this year, the spotlight was firmly on the future.
Under the theme “AI-vertising” MAD STARS explored the thrilling collision of human imagination and artificial intelligence, showcasing how AI is reshaping campaigns, storytelling, and audience experiences.
After three days of panels, workshops, and deep dives into AI-driven creativity, the excitement reached its peak on the festival’s final night. MAD STARS 2025 culminated in a glittering awards ceremony, where the most daring, innovative, and socially impactful campaigns were celebrated.
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MAD STARS 2025 handed out a staggering 241 awards, recognizing creativity across every level of achievement. Among them were 126 Crystals, 48 Bronze, 35 Silver, 24 Gold, and 6 Grand Prix, with the festival’s top honors — 2 Grand Prix of the Year — going to the campaigns that truly redefined what’s possible in advertising today.
Japan dominated this year’s MAD STARS by taking home 26 Metals this year (15 Bronze, 6 Silvers, and 5 Golds). Philippines led Southeast Asia, with 17 Metals (5 Bronze, 7 Silver, 2 Golds) including the coveted Grand Prix of the Year for MullenLowe Treyna’s “Scoliosis #StripesFitCheck,” and 2 Grand Prixs for VML Manila’s “KitKat Break Bar.” Thailand follows with 15 Metals (5 Bronze, 3 Silver, 3 Gold) and WolfBKK’s “Uncle KFC’s Rice Bowl” was also awarded the Grand Prix of the Year. South Korea also lands a podium finish with 12 Metals (3 Bronze, 5 Silvers, 3 Golds) and a Grand Prix for Innocean’s “Night Fishing.”
Check out the full list of winners below:
Artificial Intelligence Stars
Crystal
- “Flooded Room” by VML Thailand for IKEA
- “I Hate Roborock 2” by SM C&C for Roborock
- “Re-righting History” by Leo Hong Kong for Cathay
- “Safe Sketch” by Cheil Hong Kong for Save the Children
Bronze
- “Re-righting History” by Leo Hong Kong for Cathay
Gold
- “Saltanat Light” by GForce Grey for Citix
Brand Experience & Activation Stars
Crystal
- “ANI STAY” by Cheil Worldwide for WWF
- “Dress to Remember” by Dminusone for Binggrae
- “Look up, London” by Cheil Worldwide for Samsung
- “MalNutrition Plates” by Dentsu Creative Vietnam / Dentsu Redder for UNICEF
- “Miso Can” by CJ Worx for M-150 Sparkling
- “Mogu Mogu Town” by Dentsu Inc. for Corporate
- “Night Classroom” by Leo Manila for McDonald’s
- “Planner” by Dentsu Inc. for Nell
- “Pride Code” by TBWA\Hakuhodo Inc. for Pride Code
- “Safe Sketch” by Cheil Hong Kong for Save the Children
- “Shield The Protest” by Horizon FCB Dubai for Courageous Conversation
- “The Ordinary Life Hearing Test” by CJ Worx for The Foundation for the Deaf
- “Whopper Tattoo” by Cheil Worldwide for Whopper
Bronze
- “ANI STAY” by Cheil Worldwide for WWF
- “Obstructed Brews” by Droga5 New York, Part of Accenture Song for Coors Light
- “Safe Sketch” by Cheil Hong Kong for Save the Children
- “The Mind Guardian” by Cheil Spain for Samsung Electronics Iberia
Silver
- “KFC Spicy Relief Hotline” by VML Thailand for KFC
- “The Art of Hack” by Cheil Spain for Samsung
- “The Harbin Back Rack Hack” by BBDO China for Harbin Beer
- “Whopper Tattoo” by Cheil Worldwide for Whopper
Gold
- “KitKat Break Bar” by VML Manila for KitKat
- “The Harbin Back Rack Hack” by BBDO China for Harbin Beer
Branded Entertainment Stars
Crystal
- “McDonald’s X Squid Game: Dare To Play” by Akcelo for McDonald’s AU
- “Miracle” by Gigil for RC Cola
- “Play The Dew” by BBDO Guerrero for Mountain Dew
- “Steal” by Gigil for Mandaue Foam Home Store
- “Uncle KFC’s Rice Bowl” by Wolf BKK for KFC Thailand
Gold
- “Night Fishing” by Innocean for IONIQ
Commerce Stars
Crystal
- “McDonald’s X Squid Game: Dare To Play” by Akcelo for McDonald’s AU
Bronze
- “The Harbin Back Rack Hack” by BBDO China for Harbin Beer
Gold
- “The Art of Hack” by Cheil Spain for Samsung
Data Insights Stars
Crystal
- “Safe Sketch” by Cheil Hong Kong for Save the Children
Bronze
- “Safe Sketch” by Cheil Hong Kong for Save the Children
Gold
- “IMPULSE” by Cheil Spain for Samsung Electronics Iberia
Design Stars
Crystal
- “Lifeguard Snack” by Cheil Worldwide for GS Retail
- “Life-saving Bathhouse” by Innocean for Anseong City
- “MalNutrition Plates” by Dentsu Creative Vietnam / Dentsu Redder for UNICEF
- “Next-generation bathroom ‘bathtope'” by Dentsu Inc. for Bathtope
- “Playing The Games” by Leo Manila for McDonald’s
- “ReClassified” by Leo Manila for McDonald’s
- “Shield The Protest” by Horizon FCB Dubai for Courageous Conversation
- “The Proud Pair” by Publicis Groupe Hong Kong for Hong Kong Marriage Equality & Eaton Hotel
- “The Walls of Change” by POP5 for Renaissance
- “LOST CORNER AR LIVE” by SIX Inc. for Kenshi Yonezu
- “THE SYMPHONY PLOTTER” by TBWA\Hakuhodo Inc. for Japan Philharmonic Orchestra
- “Washtag” by TBWA\SMP for Dr. E – Laundry Doctor
- “WHOSCALL SCAMMER PAGES” by VML Thailand for WHOSCALL
Bronze
- “KitKat Break Bar” by VML Manila for KitKat
- “VISIONGRAM” by Dentsu Inc. for Japan Blind Judo Federation
Silver
- “BAR—RIERS” by McCann Worldgroup China for Hoegaarden
- “INTELLIGENT PUPPET IRUYO” by TBWA\Hakuhodo Inc. for Nissan Motor Co., Ltd.
- “Life-saving Bathhouse” by Innocean for Anseong City
- “LUX RECLAIM HER NAME” by VML Singapore for LUX
- “THE MIND GUARDIAN” by Cheil Spain for Samsung Electronics Iberia
- “VISIONGRAM” by Dentsu Inc. for Japan Blind Judo Federation
Gold
- “No Labels” by Dentsu Inc. for Nikka Whisky
Grand Prix
- “IMPULSE” by Cheil Spain for Samsung Electronics Iberia
Direct Stars
Crystal
- “Muscle Safety Cap” by Dminusone for Selex
- “Red Dragon’s power” by FCB Almaty for Kotex
- “UGChrome” by SIX / Hakuhodo for Google Chrome
- “Whopper Tattoo” by Cheil Worldwide for Whopper
- “Whopper Tattoo” by Cheil Worldwide for Whopper
Bronze
- “LUX RECLAIM HER NAME” by VML Singapore for LUX
- “PRIDE FILTER” by TBWA\Hakuhodo Inc. for Marriage for All Japan
- “Safe Sketch” by Cheil Hong Kong for Save the Children
Silver
- “The Walls of Change” by POP5 for Renaissance
Gold
- “Obstructed Brews” by Droga5 New York, Part of Accenture Song for Coors Light
- “Safe Sketch” by Cheil Hong Kong for Save the Children
Grand Prix
- “The Meaning of Benz” by BBDO Bangkok for Mercedes-Benz
Diverse Insights Stars
Crystal
- “Dress to Remember” by Dminusone for Binggrae
- “Miracle” by Gigil for RC Cola
- “Night Classroom” by Leo Manila for McDonald’s
- “Re-righting History” by Leo Hong Kong for Cathay
- “Safe Sketch” by Cheil Hong Kong for Save the Children
- “The Noise Reducing Wind Chime” by IDEOT for Tempur Korea
- “The Proud Pair” by Publicis Groupe Hong Kong for Hong Kong Marriage Equality & Eaton Hotel
- “Loconomy Burgers” by Leo Burnett Korea for McDonald’s
- “Toxic Backfire” by Cheil Greater China for Samsung
Bronze
- “PRIDE FILTER” by TBWA\Hakuhodo Inc. for Marriage for All Japan
- “The Best Endorser” by Gigil for Lagundex Herbal Cough Medicine
- “Toxic Backfire” by Cheil Greater China for Samsung
Silver
- “LUX RECLAIM HER NAME” by VML Singapore for LUX
Gold
- “This is NOT KFC” by Wolf BKK for KFC Thailand
Grand Prix
- “KitKat Break Bar” by VML Manila for KitKat
Film Stars
Crystal
- “A One-Roll Theater” by Dentsu Inc. for Toto Ltd.
- “GENESIS GV60 – Take Your Wonder Further” by Innocean for GV60
- “MAZDA Documentary – The Legacy of One Car” by Luck Inc for Mazda Motor Corporation
- “Miracle” by Gigil for RC Cola
- “Re-righting History” by Leo Hong Kong for Cathay
- “The World Is Full Of Good Energy” by Lounge Group for MVM
- “Under My Skin” by Ogilvy Bangkok for Thai Life Insurance
Bronze
- “A One-Roll Theater” by Dentsu Inc. for Toto Ltd.
- “Brain can’t Keep Up” by VML Thailand for Thai Health Promotion Foundation
- “DURING THE EXAM” by Dentsu Inc. for Morinaga Ramune
- “Night Fishing” by Innocean for IONIQ
- “PCW FAMILY BUSINESS PLAY” by Tribal Worldwide Philippines for Philippine Commission on Women
- “Project: MEMORY CARD” by SIX Inc. for PlayStation
- “Sliding Mom” by Wolf BKK for CP-Meiji
- “The 100-Year Story” by Dentsu Inc. for 100th Anniversary
- “The Violent Ape” by YDM Thailand for Gambol
Silver
- “Flood For Breakfast” by TBWA\SMP for Parish Pastoral Council for Responsible Voting
- “Night Fishing” by Innocean for IONIQ
- “Project: MEMORY CARD” by SIX Inc. for PlayStation
- “Steal” by Gigil for Mandaue Foam Home Store
- “The Best Endorser” by Gigil for Lagundex Herbal Cough Medicine
- “Triangle of Accident” by BBDO Bangkok for Roojai Online Insurance
Gold
- “Night Fishing” by Innocean for IONIQ
- “Steal” by Gigil for Mandaue Foam Home Store
- “Uncle KFC’s Rice Bowl” by Wolf BKK for KFC Thailand
Grand Prix of the Year (P&S)
- “Uncle KFC’s Rice Bowl” by Wolf BKK for KFC Thailand
Game Stars
Crystal
- “Project: MEMORY CARD” by SIX Inc. for PlayStation
Bronze
- “Toxic Backfire” by Cheil Greater China for Samsung
Gold
- “Interface of Humanity powered by NTT” by Dentsu Inc. for NTT Human Informatics Laboratories
Innovation Stars
Crystal
- “CAMPANION” by McCann Tokyo for CAMPANION
- “INTELLIGENT PUPPET IRUYO” by TBWA\Hakuhodo Inc. for Nissan Motor Co., Ltd.
- “The Art of Hack” by Cheil Spain for Samsung
Silver
- “IMPULSE” by Cheil Spain for Samsung Electronics Iberia
- “Washtag” by TBWA\SMP for Dr. E – Laundry Doctor
Gold
“Smart Eye Camera” by TBWA\Hakuhodo Inc. for Smart Eye Camera
Interactive Stars
Crystal
- “Hair bnb” by Adqua Interactive Inc. for Daedamo
- “Safe Sketch” by Cheil Hong Kong for Save the Children
- “Safe Sketch” by Cheil Hong Kong for Save the Children
- “Safe Sketch” by Cheil Hong Kong for Save the Children
- “VISIONGRAM” by Dentsu Inc. for Japan Blind Judo Federation
Silver
- “IMPULSE” by Cheil Spain for Samsung Electronics Iberia
- “LOST CORNER AR LIVE” by SIX Inc. for Kenshi Yonezu
- “THE MIND GUARDIAN” by Cheil Spain for Samsung Electronics Iberia
Gold
- “Obstructed Brews” by Droga5 New York, Part of Accenture Song for Coors Light
Integrated Stars
Crystal
- “Behind the Beauty Exhibition” by Tokyu Agency for NTT Docomo
- “GENESIS GV60 – In Pursuit of Northern Lights” by Innocean for GV60
- “Play The Dew” by BBDO Guerrero for Mountain Dew
Silver
- “No Labels” by Dentsu Inc. for Nikka Whisky
Innovation Stars
Crystal
- “CAMPANION” by McCann Tokyo for CAMPANION
- “INTELLIGENT PUPPET IRUYO” by TBWA\Hakuhodo Inc. for Nissan Motor Co., Ltd.
- “The Art of Hack” by Cheil Spain for Samsung
Silver
- “IMPULSE” by Cheil Spain for Samsung Electronics Iberia
- “Washtag” by TBWA\SMP for Dr. E – Laundry Doctor
Gold
- “Smart Eye Camera” by TBWA\Hakuhodo Inc. for Smart Eye Camera
Media Stars
Silver
- “Obstructed Brews” by Droga5 New York, part of Accenture Song for Coors Light
- “Night Fishing” by Innocean for Ioniq
Bronze
- “Night Fishing” by Innocean for Ioniq
- “3% Red Ads” by Plan B Media Public Company Limited for Thai Red Cross Society
- “Whopper Tattoo” by Cheil Worldwide for Whopper
Crystal
- “Safe Sketch” by Cheil Hong Kong for Save the Children
- “The Ordinary Life Hearing Test” by CJ Worx for The Foundation for the Deaf
- “Boob Cake” by Future Creative Network for Lovepink Indonesia Octobreast
- “Perspective Billboard” by GIGIL for Closeup Toothpaste
- “Night Classroom” by Leo Manila for McDonald’s
- “BAR—RIERS” by McCann Worldgroup China for Hoegaarden
- “Pride Code” by TBWA\Hakuhodo Inc. for Pride Code
- “Ani Stay” by Cheil Worldwide for WWF
Media Stars
Crystal
- “Safe Sketch” by Cheil Hong Kong for Save the Children
- “The Ordinary Life Hearing Test” by CJ Worx for The Foundation for the Deaf
- “Boob Cake” by Future Creative Network for Lovepink Indonesia Octobreast
- “Perspective Billboard” by GIGIL for Closeup Toothpaste
- “Perspective Billboard” by GIGIL for Closeup Toothpaste
- “Night Classroom” by Leo Manila for McDonald’s
- “BAR—RIERS” by McCann Worldgroup China for Hoegaarden
- “BAR—RIERS” by McCann Worldgroup China for Hoegaarden
- “Pride Code” by TBWA\Hakuhodo Inc. for Pride Code
- “Ani Stay” by Cheil Worldwide for WWF
- “Ani Stay” by Cheil Worldwide for WWF
Bronze
- “Night Fishing” by Innocean for Ioniq
- “3% Red Ads” by Plan B Media Public Company Limited for Thai Red Cross Society
- “Whopper Tattoo” by Cheil Worldwide for Whopper
Silver
- “Obstructed Brews” by Droga5 New York, part of Accenture Song for Coors Light
- “Night Fishing” by Innocean for Ioniq
Mobile Stars
Crystal
- “Safe Sketch” by Cheil Hong Kong for Save the Children
- “Safe Sketch” by Cheil Hong Kong for Save the Children
- “The Mind Guardian” by Cheil Spain for Samsung Electronics Iberia
Bronze
- “Safe Sketch” by Cheil Hong Kong for Save the Children
Gold
- “IMPULSE” by Cheil Spain for Samsung Electronics Iberia
- “Obstructed Brews” by Droga5 New York, part of Accenture Song for Coors Light
Music Stars
Bronze
- “FRIES BEAT 2025” by Dentsu Inc. for McDonald’s
Silver
- “Project: MEMORY CARD” by Six Inc. for PlayStation
Outdoor Stars
Crystal
- “The Seasoning of Change” by Dentsu Creative Thailand for Thai Health Promotion Foundation
- “The Unburied Casket” by Edelman for Women for Change
- “Extra Finger Lickin’ Good” by Havas Malaysia for KFC
- “BAR—RIERS” by McCann Worldgroup China for Hoegaarden
- “Durex Allgasm” by Sour Bangkok for Durex
- “Durex Allgasm” by Sour Bangkok for Durex
- “Yandex VS Google” by Yandex Creative Studio 7.47 for Yandex
- “Whopper Tattoo” by Cheil Worldwide for Whopper
- “Look up, London” by Cheil Worldwide for Samsung
- “Look up, London” by Cheil Worldwide for Samsung
Bronze
- “Perspective Billboard” by GIGIL for Closeup Toothpaste
- “BAR—RIERS” by McCann Worldgroup China for Hoegaarden
- “Whopper Tattoo” by Cheil Worldwide for Whopper
- “Whopper Tattoo” by Cheil Worldwide for Whopper
Silver
- “KitKat Break Bar” by VML Manila for KitKat
Gold
- “FLOODED ROOM” by VML Thailand for IKEA
Grand Prix
- “KitKat Break Bar” by VML Manila for KitKat
Place Brand Stars
Crystal
- “Art Port Project” by Daehong Communications for Incheon International Airport
PR Stars
Crystal
- “Dress to Remember” by Dminusone for Binggrae
- “TALE OF THE DRAGON’S TAIL” by Hakuhodo Inc. for Kinryu Ramen
- “Finding Photo Booth” by HSAD for Life Four Cut
- “Re-righting History” by Leo Hong Kong for Cathay
- “Re-righting History” by Leo Hong Kong for Cathay
- “Scoliosis #StripesFitCheck” by MullenLowe Treyna for Scoliosis Philippines
- “The Walls of Change” by Pop5 for Renaissance
- “The Rejected Casts” by Sour Bangkok for Sappe Beauti
- “SEAT TO LEAD” by TBWA\Hakuhodo Inc. for Mynavi Baito
- “LUX RECLAIM HER NAME” by VML Singapore for Lux
- “Trigger Mug” by Webedia KSA for Rabea
- “Victory Selfie Shared #withGalaxy” by Cheil Worldwide for Samsung Galaxy
Bronze
- “Dress to Remember” by Dminusone for Binggrae
- “Night Classroom” by Leo Manila for McDonald’s
Silver
- “Victory Selfie Shared #withGalaxy” by Cheil Worldwide for Samsung Galaxy
- “WHOSCALL SCAMMER PAGES” by VML Thailand for Whoscall
Grand Prix
- “Night Fishing” by Innocean for Ioniq
Print Stars
Crystal
- “Winter : SCHOSAENG at its finest” by TBWA Korea for A Twosome Place
- “‘The Last Supper’ for ants” by United Communications Group for Ecogel
Bronze
- “The Last Class” by Ogilvy Bangkok for Freeland Foundation
- “The Walls of Change” by Pop5 for Renaissance
Gold
- “Balloon Your Hope.” by Dentsu Inc. for D&AD Awards 2024 Exhibition in Japan
Radio & Audio Stars
Crystal
- “KFC Spicy Relief Hotline” by VML Thailand for KFC
Bronze
- “KNOCK TURN” by Dentsu East Japan for Yamaha
- “FRIES BEAT 2025” by Dentsu Inc. for McDonald’s
SDGs (Sustainable Development Goals) Stars
Crystal
- “Haenyeo Safe Buddy” by Cheil Worldwide for Haenyeo Safe Buddy
- “Boob Cake” by Future Creative Network for Lovepink Indonesia Octobreast
- “Loconomy Burgers” by Leo Burnett Korea for McDonald’s
- “Hey Creatives, Old Enough Yet?” by PTKorea for PTKorea
- “Visible bag” by Synthesis Advertising Agency for Gross Insurance / Uzum Market
- “Washtag” by TBWA\SMP for Dr. E – Laundry Doctor
- “SHOW THE REALITY” by TDI Group CA for Altair Foundation
Bronze
- “VISIONGRAM” by Dentsu Inc. for Japan Blind Judo Federation
Silver
- “Loconomy Burgers” by Leo Burnett Korea for McDonald’s
- “Loconomy Burgers” by Leo Burnett Korea for McDonald’s
- “Night Classroom” by Leo Manila for McDonald’s
- “LUX RECLAIM HER NAME” by VML Singapore for Lux
Gold
- “Plot Farming” by Pop5 for Shopnodhora
- “Smart Eye Camera” by TBWA\Hakuhodo Inc. for Smart Eye Camera
Grand Prix
- “Scoliosis #StripesFitCheck” by MullenLowe Treyna for Scoliosis Philippines
- “Plot Farming” by Pop5 for Shopnodhora
Social & Influencer Stars
Crystal
- “GENESIS GV60 – Take Your Wonder Further” by Innocean for GV60
Sports Stars
Crystal
- “Mountennis” by GFORCE GREY for Beeline Kazakhstan
Bronze
- “Re-righting History” by Leo Hong Kong for Cathay
- “HSBC Mind Athletes Tournament” by VML Singapore for HSBC
Gold
- “Mountennis” by GFORCE GREY for Beeline Kazakhstan
Strategy Stars
Crystal
- “Loconomy Burgers” by Leo Burnett Korea for McDonald’s
- “ReClassified” by Leo Manila for McDonald’s
- “Hey Creatives, Old Enough Yet?” by PTKorea for PTKorea
Bronze
- “Safe Sketch” by Cheil Hong Kong for Save the Children
- “Heinz Egg” by GoodIdea for Heinz
Gold
- “Loconomy Burgers” by Leo Burnett Korea for McDonald’s
adobo Magazine is an official media partner of MAD STARS 2025.
