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‘Unbranded Menu’ makes history with Grand Prix for inaugural Gaming Spikes

SINGAPORE — Leo Burnett Manila and McDonald’s Philippines‘ winning streak continues to go on with flying colors as it claims the first-ever Grand Prix for Spikes Asia’s inaugural Gaming category. Awarded on March 14, “Unbranded Menu” raises the Philippine flag with pride for its historic win, adding to the long list of awards the campaign has gotten since launch.

After enjoying an already-successful awards season last year, it seems that the campaign is far from slowing down, earning Spikes Asia metals in the following categories:

  • Grand Prix: Gaming – Brand Integration for Games
  • Silver: Gaming – Influencer & Co-creation
  • Bronze: Gaming – Community Management / Social Engagement

Additionally, the campaign also earned a shortlist spot for Gaming – Use of Gaming / Streaming Platforms, while another McDonald’s Philippines and Leo Burnett Manila project, “Ride the Arches,” also landed two finalist spots under the Brand Experience & Activation category.


At this point, “Unbranded Menu” has effectively made itself a campaign for the books as one of, if not the, biggest advertising work in gaming out of the Philippines thus far. Especially with the category and platform still in its very early stages in the Philippine landscape.

The campaign is an ingenious way of using “unbranded” items in video games, and claiming it as McDonald’s. This esentially utilizes a library of already-existing assets in-game to advertise the brand. Taking it one step further, the food chain’s social media team also worked diligently to engage customers who are posting screenshots with the #ThisIsMcDonalds tag, and sending them free meals – bridging the digital and physical worlds together.

The client-agency partnership also won a Bronze for “Ride the Arches” in the Brand Experience & Activation category under Travel, Leisure, Retail, Restaurants & Fast Food Chains.

adobo Magazine is an official media partner of Spikes Asia 2024.

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