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TBWA\SMP and Leo Burnett Manila’s ingenious campaigns take home Merit Awards at The One Show 2023

MANILA, PHILIPPINES — The One Show, the award show that recognizes some of the most groundbreaking ideas from the best creative minds across the world, has revealed its winners for this year’s competition. For this edition of the prestigious award show, creatives from APAC got the recognition they deserved as 17 Gold Pencils, 17 Silver, 18 Bronze, and 116 Merits were awarded to agencies, studios, and brands from the region.

The winning works came from across 11 countries in APAC, with entries from the Philippines among them. Two works from the Philippines find their way to the global awards stage as they bag Merit Awards at The One Show 2023.

One of the winning works is “Boysen Plants” by TBWA\ Santiago Mangada Puno for Pacific Paint (Boysen) Philippines, Inc. The campaign brought home two Merit Awards, one for P.O.P. & In-Store – Series under the Out of Home category and another for Craft – Art Direction under Print & Promotional.


The campaign was launched to promote the Bug-Off, ​​the brand’s innovative anti-insect paint that kills disease-causing flies, cockroaches, and mosquitoes with the microscopic crystals in the formula. For this stunningly evocative poster series, in order to show how these bugs can be killed just by them landing on walls painted with Bug-Off, multi-colored splashes of the paint were captured to look like Venus flytrap, Pitcher Plant, Bromeliad, and Bladderworts — which are all insect-killing plants.

Continuing its winning streak is “Unbranded Menu,” the viral campaign for McDonald’s Philippines that took over the world of gaming, with a Merit Award Digital & Online – Gaming under the Direct Marketing Category. The novel campaign was created by Leo Burnett Group Manila in partnership with Prodigious Philippines and Publicis Groupe Philippines.

To show how much the iconic brand has become the embodiment of everything fast food, the campaign set gamers everywhere on a mission to find look-alikes of the McDonald’s menu items in beloved games. When countless gamers were able to find several, it not only became clear even the unbranded food finds in these fictional universes were influenced by the iconic fast food chain. It also proved that when people see everyday fast food, they immediately think of Mcdonald’s.

With these award-worthy works, the Philippines is among the APAC countries, along with China, Hong Kong, India, Indonesia, Japan, Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam, to snatch wins in this year’s competition.

Visit here to check out the complete list of this year’s winners.

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