For the past 14 years, adobo Magazine, in partnership with the London International Awards (LIA), has championed emerging talent through the adobo LIA Young Creative Competition, empowering young creatives to unleash their full creative potential. Previously, the competition was exclusive to advertising agencies and 4As Philippines and DMAP members, but this time around, we’re kicking it up a notch by welcoming entries from design studios, marketing agencies, and production houses in the Philippines. In addition, we’re expanding the age range to 21–34 years old, up from the usual cap of 30. The winner of the adobo LIA Young Creative Competition will get the chance to travel to Las Vegas to attend the Creative LIAisons Program and learn from titans of the creative industry. Want to know how to secure a slot? Read on below to find out the full details. The brief: ‘You Can What A.I. Can’t’ In this day and age, everyone seems to rely on artificial intelligence, as it is accessible, cheap, and easy to use. At this point, even clients can utilize A.I., which is something that creatives need to watch out for. In order for creatives to keep their spirit alive, they need to do what clients and A.I. cannot: think of and execute new ideas that only humans can produce. The official brief of this year’s adobo LIA Young Creative Competition is "You Can What A.I. Can't." The challenge The challenge is simple: contestants must create one A2 poster using any medium they prefer. Entries can be drawn, painted, printed, inked, etched, knitted, tie-dyed, or stained — the possibilities are endless — but there is only one rule: A.I. must not be part of the process and cannot be used at any stage of the poster's creation. Don’t forget to place the adobo Magazine and Design Center of the Philippines logos in the lower-left corner of the poster. Once completed, a high-quality digital copy of the poster should be submitted via the Entry Kit form alongside a 90-second video pitch explaining the design and process, as well as a 150-word synopsis of the entry’s main idea. The physical A2 poster must be mounted on environmentally friendly board with a 1/8 index card attached to the back containing the team name, members, agency or company name, and entry title. Contestants may deliver their posters to the adobo Magazine Creative Hub on the third floor of The Astbury, Poblacion, Makati, on Friday, March 6, 2026, between 9:00 a.m. and 6:00 p.m. The client: Design Center of the Philippines This year’s official client for the adobo LIA Young Creative Competition is the Design Center of the Philippines (DCP), an agency under the Department of Trade and Industry that is mandated to promote the use of design as a tool for strengthening the national competitiveness of Filipino products and services. It also empowers Filipino MSMEs and designers to better reach the local and global market. Driven by the Filipino value of malasakit (caring), the DCP leads a national agenda that humanizes processes and maximizes function to uplift lives and drive economic progress. In addition, it unites creative communities and policymakers to foster partnerships that inspire human-centered, sustainable, and inclusive development. Are you ready to go to Las Vegas? The winning team, consisting of two (2) members of this year’s competition, will get a slot in the Creative LIAisons Program in Las Vegas, which will take place in either September or October 2026. They will stay at the Encore Wynn Hotel, which is considered as one of the top hotels in the state. LIA will pay for flight and hotel accommodations for the two winners. Another team of two (2) creatives will also get a chance to join the LIAisons Virtual Program, a global one-to-one virtual coaching and networking program that allows emerging talent, up to the age of 30, to have access to industry leaders. Please note that the date above is subject to change, and adobo Magazine will not be held liable should a winner’s visa application be denied. Eligibility requirements Participants must be between the ages of 21 and 34 by November 2026. Individuals under 21 or over 34 years old within the given time frame are not eligible to participate in the competition. Participants must be Filipino citizens employed by bona fide, legally registered businesses in the Philippines, including advertising agencies, design agencies, marketing companies, or production houses. Employment must be verified with a document, such as a letter, signed by the HR Head or company head, confirming affiliation with the company and including its website. A sample letter is provided in the entry kit. Participating teams must consist of two (2) entrants, with at least one creative in the team. Entrants must not be part of more than one team. Both entrants must come from the same agency or company. Agencies or companies can send in as many teams as they choose. Only one entry per team is allowed. Paying an entry fee of PHP 5,000.00 per team is required. Participants must submit a scanned copy of their valid passport in the entry kit. Submission guidelines Fill out the Entry Kit form. You must submit a physical copy of your poster. Your physical poster mounted on environmentally board must be an A2 size (420 x 594 mm or 16.54 x 23.39 inches). Attach a 1/8 index card label to the back of the poster with the following info: Team Name Team Members Agency / Company name Entry Title You must upload a digital copy of your poster. The digital copy must be an A2 size (420 x 594 mm or 16.54 x 23.39 inches). Pixels: At least 300 DPI Format: .JPG / .JPEG File size: 100 MB 9maximum) Provide a 150-word synopsis of your entry’s main idea. You must upload a 90-second video pitch explaining your design choices and your creative process. File size: 200 mb (maximum) Complete the entry kit form to submit your entries on or before Friday, March 6. Kindly deliver the physical A2 poster to adobo Magazine’s Creative Hub at The Astbury (3rd Floor), Poblacion, Makati City, on Friday, March 6, between 9:00 AM and no later than 6:00 PM. Dates to remember Competition Briefing + Open Call for Entries: Monday, February 23, 2026 Streamed live on adobo Magazine’s Facebook and YouTube channels. If you are unable to watch the live stream, you may watch it on demand on the said platforms. Deadline for Entries: Friday, March 6, 2026 Judging: Thursday, March 12, 2026 To be held in person, exclusively for the jurors and organizing parties, at The Astbury in Poblacion, Makati. Awards Night: Tuesday, March 17, 2026 at the Ayala Museum, Makati City The adobo LIA Masterclass on Creativity will be held on the same day from 2:00 to 5:00 p.m. The awards night is open to all guests, but please note that attending the masterclass requires paying a minimal fee. Payment details An entry fee of PHP 5,000.00 will be charged per team. Kindly submit your payment on or before Wednesday, March 11, 2026. Once payment is complete, please submit your proof of payment using this GForm. Ensure that the screenshot clearly displays the payment date. For BPI: Bank Name: Bank of the Philippine Islands Account Name: SANSERIF INC. Account No.: 3521-1036-46 For GCash and MAYA via PayMongo: [TO BE CONFIRMED] The jury Badong Abesamis, Founding Partner of GIGIL, will serve as this year’s jury president. Under his stewardship, GIGIL earned Ad Age’s International Small Agency of the Year, ADFEST’s Independent Agency of the Year, and Campaign Brief’s Asia-Pacific Agency of the Year, while consistently topping creative rankings. He will be joined by an esteemed lineup of creative legends: Greg Martin, Executive Creative Director at Ace Saatchi & Saatchi: A multi-awarded creative veteran with over 200 accolades, including Cannes Gold Lions, who balances his role as a former Creative Guild President with teaching the next generation of copywriters. Paul Mercado, Senior Director Marketing & External Relations at Ayala Foundation: With over two decades in cause-driven marketing, Paul is a champion of creative leadership that drives measurable social impact and national inclusive development. David Guerrero, Creative Chairman at BBDO Guerrero: The visionary behind "It's More Fun in the Philippines" and the first Southeast Asian Cannes Jury President, David is a Lifetime Achievement awardee who consistently leads the country’s charge on the global stage. Rhea Matute, Executive Director at Design Center of the Philippines: A true industry changemaker, Rhea has steered the Design Center to prestigious global honors like the D&AD Future Impact Pencil while pioneering the country’s first National Design Policy. Raxenne Maniquiz, Graphic Designer and Illustrator: A 2021 Young Gun awardee and globally sought-after illustrator, Raxenne has lent her signature botanical style to brands like Nike, Apple, and Adobe while documenting the endemic flora of the Philippines. Angie Tijam-Tohid, Executive Creative Director at Havas Ortega Group: A former broadcaster turned creative leader and 2024 Creative Guild President, Angie crafts award-winning work that focuses on moving people and inspiring community-wide change. Pepe Torres, Chief Marketing Officer at MAYA: With over 15 years of world-class marketing experience, Pepe is a proven leader who has scaled iconic brands globally by bridging high-level strategy with cross-cultural execution. Dante Abelarde, Executive Creative Director at McCann Worldgroup Philippines: A global creative leader who previously steered McCann Singapore to multiple Digital Agency of the Year titles, Dante returns home with a wealth of award-winning experience across the LIA, Clio, and Spikes Asia stages. Chino Jayme, Executive Creative Director at Ogilvy: Formerly ranked as the #1 Copywriter by adobo Magazine, Chino has translated his passion for haikus into a career of building iconic brands like McDonald’s, IKEA, and Nissan, earning top-tier metals from Cannes and D&AD along the way. Raoul Panes, Chief Creative Officer at Publicis Groupe: A 4A’s Philippines Creative Guild Hall of Fame inductee and former Southeast Asia Creative Leader of the Year, Raoul is a marathon-running creative titan whose work is celebrated globally from Cannes to D&AD. Jerry Hizon, Chief Creative Officer at Dentsu Creative Philippines: A strategic powerhouse known for winning major global brand pitches and international awards, Jerry leads Dentsu Creative with a focus on brilliant, culture-shaping work. Joe Dy, Chief Creative Officer at VML Manila: With over 25 years of grit and grind, Joe is a Philippine Creative Guild Hall of Fame inductee who has earned multiple Gold Cannes Lions and back-to-back Agency of the Year honors for his mastery of both creativity and business results. For updates on the competition, follow adobo Magazine on Facebook.
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