AwardsPhilippine News

Leo Burnett Manila and Propel Manila are the One Asia Creative Awards 2022 finalists from the PH

BEIJING, CHINA — The One Club Asia has announced the finalists for the One Asia Creative Awards 2022, celebrating the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market.

Two creative agencies from the Philippines have made it to this year’s cut. Leo Burnett Manila earned five nominations for “McDonald’s Classroom,” its work for McDonald’s Philippines. Propel Manila is also a finalist with “Retold with Pride,” an initiative for Globe and Pride@Tech.

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As teachers adjusted to distance learning during the pandemic, McDonald’s recognized that not all teachers have easy access to spaces that are conducive to conducting online classes. In response to this need, McDonald’s converted its party spaces into McClassrooms to provide teachers with clean, safe, and work-friendly learning spaces for free, so they could focus on delivering lessons to their students with ease.

McDonald’s goal was to be able to show support to teachers, as the brand thanked and saluted them for their contribution to nation-building through educating one student at a time.

Retold with Pride flipped the script on iconic stories by giving better representation to the LGBTQ+ community. From world-famous classics to local mythical tales, the riveting collection featured stories familiar to most but reimagined to reflect the rainbow experience.

Created by Propel Manila, in collaboration with Meta, Elesi Studios, Kerplunk Studios, and M&P Creatives, Retold With Pride features “Pride and No Prejudice,” “Dragula,” “The Gay Gatsby,” “Life of Bi,” “Little Women Loving Women,” and local classics “Ibong Adana,” “Florante at Awra,” and “Si Malakas at Si Makisig,” all retold to show day-to-day realities of the LGBTQ+ community. The rainbow retelling highlights the universal appeal of great masterpieces, touching on real-life themes of love, sex, dating, coming out, and acceptance, which everyone can relate to.

Campaign Spotlight: Globe and Pride@Tech rewrite classic stories to honor LGBTQ+ representation

Campaign Spotlight: Globe and Pride@Tech rewrite classic stories to honor LGBTQ+ representation

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