The APAC Tambuli Awards proudly announces the finalists for the Brand Purpose and Corporate Purpose Categories of its 20th edition, recognizing businesses and brands that champion purpose and create meaningful impact through marketing, communications, and corporate initiatives. These finalists embody Tambuli’s mission of celebrating purposeful work that drives both business performance and positive change for society.
Among this year’s strongest performers, McDonald’s Philippines emerged as the most represented advertiser across the finalist roster, earning multiple mentions for purpose-driven and brand-building initiatives including “2-Minute Drive-Thru Challenge,” “Forever Date,” and its long-running social programs “Feed the Mind,” “Kindness Kitchen,” and “Ronald McDonald Bahay Bulilit.”
Grab Philippines and GCash also secured a commanding presence with campaigns centered on accessibility, financial inclusion, and everyday solutions, while Nestlé Philippines and Del Monte Philippines reinforced the enduring strength of purpose-led storytelling across multiple categories.
On the agency side, Ogilvy Manila led with a broad spread of culturally resonant and socially grounded work, while the wider Publicis network — spanning Publicis Manila, Publicis JimenezBasic, Publicis Media, and Leo Manila — demonstrated depth across youth, wellness, and advocacy-driven campaigns.
TBWA\Santiago Mangada Puno continued its strong partnership with McDonald’s Philippines through several standout entries, while GIGIL Manila maintained momentum with bold, insight-led work for Grab, Canva, and Haleon.
20th Anniversary Decade Awards
Brand Campaign of the Decade
- “McDonald’s Philippines Ride-Thru” for McDonald’s Philippines by TBWA\Santiago Mangada Puno Advertising, Inc.
- “Nescafé Bangon (To rise)” for Nestlé Philippines Inc. by Publicis Manila
- “Gusto ng RiteMED na gumaling kayo” for RiteMED Phils., Inc. by Estima, Inc.
Corporate Program of the Decade
- “Feed the Mind” for McDonald’s Philippines by Leo Manila
- “Kindness Kitchen” for McDonald’s Philippines by TBWA\Santiago Mangada Puno Advertising, Inc.
- “Ronald McDonald Bahay Bulilit” for McDonald’s Philippines by TBWA\Santiago Mangada Puno Advertising, Inc.
Champions for Humanity Categories
Building Character
- “THE VOTE SALE” for GCash (Mynt, Inc.) by Publicis Manila, Inc. / Publicis JimenezBasic
- “Safe Sound Check” for Project Inclusion Network by Jayme Headquarters
- “Lifebuoy Back to School 2025 in Dien Bien” for Unilever Vietnam by Creativehunts
- “Becoming Santa” for McDonald’s Philippines by Leo Manila
- “The Never-Ending Chant” for Nestlé Philippines by Ogilvy Manila
- “Jollibee Kids Values Meal” for Jollibee Philippines by Publicis JimenezBasic
Youth Brand
- “Makeup and Live Selling” for Save the Children Philippines by Seven A.D. Inc.
- “Nescafe Gisingin ang mundo. Waking up the Filipino youth through inspired acts” for Nestlé Philippines Inc. by Publicis Manila
- “Cream Silk” for Unilever Philippines – Beauty & Wellbeing by Publicis Media
- “Powering the Future: Converge FiberX Student League Ambassadors” for Converge Information and Communications by WP Consulting Inc.
Health and Wellness
- “Museum of Speaking Skin” for Opella Healthcare Philippines by Leo Manila
- “Retrato” for Abbott Laboratories, Inc. by Seven A.D. Inc.
- “Gifted Kids in Action” for Wyeth Philippines, Inc. by Ogilvy Manila
- “Batang Matatag Campaign” for Opella Healthcare Philippines by McCann Philippines
- “Bring Your Self Back” for Haleon by GIGIL Manila
- “Alagang Unilab Para Sa’yo (80th Anniversary)” for UNILAB, Inc. by Omnicom Media
Education and Lifelong Learning
- “BRAINCHARGE: THE ANTI BRAINROT CAMPAIGN” for TELKOMSEL by Hakuhodo Digital Indonesia
Builders of Society Categories
Arts, Culture, and Heritage
- “The Real Physiognomy Book – Her Face Is Not Her Fate” for Unilever Vietnam by Ogilvy
- “Flight Patterns” for Cebu Pacific Air, Inc. by Ogilvy Manila
- “Safetynovela” for Philippine Airlines Inc. by BBDO Guerrero
Tambuli Origins
- “Safetynovela” for Philippine Airlines Inc. by BBDO Guerrero
- “Flight Patterns” for Cebu Pacific Air, Inc. by Ogilvy Manila
- “The Never-Ending Chant” for Nestlé Philippines by Ogilvy Manila
- “Coke Christmas Caroloke Campaign” for Coca-Cola Philippines by WPP Open X led by Ogilvy Manila/Bates CHI & Partners
Responsible Citizenship
- “Del Monte: 100 Years of Nourishing Goodness” for Del Monte Philippines, Inc. by Dentsu Creative Philippines
- “Green Movement Builders of Society: Responsible Citizenship” for SM Prime Holdings Inc. by RIPPL Marketing Solutions Inc.
- “THE VOTE SALE” for GCash (Mynt, Inc.) by Publicis Manila, Inc. / Publicis JimenezBasic / Leo Manila
Advocacy
- “Makeup and Live Selling” for Save the Children Philippines by Seven A.D. Inc.
- “GCash GSafeTayo: Entertainingly Serious Campaign” for GCash (Mynt, Inc.) by VML Manila
Family Centered Brand
- “Rent A Bapak – Kopi Tubruk Gadjah” for Savoria by Hakuhodo Digital Indonesia
Masters of Everyday Purpose Categories
Human Centric Solutions
- “Grab Unblocks the Worst Airport in Asia” for Grab Philippines
- “Safetynovela” for Philippine Airlines Inc. by BBDO Guerrero
- “A Million Recommendations” for Grab Philippines by GIGIL Manila
- “Grab Asenso: Digital Diskarte Program (Caravan)” for Grab Philippines by BridgesPR
- “RCBC ATM Go: The Philippines’ First Kapitbahay (Neighborhood) ATM” for RCBC
- “Kween Yasmin All-Purpose Font” for Canva by GIGIL Manila
- “BOOK NOOK – Masters of Everyday Purpose: Human-Centric Solutions” for SM Prime Holdings Inc. by RIPPL Marketing Solutions Inc.
- “POWER OF X” for Converge Information and Communications by McCann Philippines
Enhancing Everyday Moments
- “How Pepsodent Won Ramadan: Ramadan Tanpa Huruf H (Ramadan Without the Letter H)” for Unilever Indonesia by OLIVER Indonesia
- “Sachet Loans” for GCash Loan (Fuse Financing, Inc.) by Publicis JimenezBasic
- “Gisingin Ang Mundo from stimulation to inspired action” for Nestlé Philippines Inc. by Publicis Manila
- “Forever Date” for McDonald’s Philippines by Leo Manila
- “Dove – Art of Hair Repair” for Unilever Philippines – Beauty & Wellbeing by Publicis Media
Delivering Brand Promise
- “GCash Commute Fast Lane” for GCash (Mynt, Inc.) by Universal McCann, 1 Digital Media Group, Rebel Group
- “Chicky” for Grab Philippines by GIGIL Manila
- “2-Minute Drive-Thru Challenge” for McDonald’s Philippines by TBWA\Santiago Mangada Puno Advertising
- “McDo Math” for McDonald’s Philippines by VML Manila
Leaders for Corporate Purpose Categories
Public-Private Partnership
- “Grab Unblocks the Worst Airport in Asia” for Grab Philippines
- “Transforming Health for Every Filipino through Public-Private Partnerships” for AC Health (Ayala Healthcare Holdings)
Inclusive Growth
- “Advancing Communities with Lasting Impact: How Industry-Anchored Developments Strengthen the Philippines” for Aboitiz Economic Estates
- “Beyond Connectivity: Building an Inclusive Digital Livelihood Ecosystem for Farmers and MSMEs” for PLDT and Smart
- “GCash – Wais Tindera” for GCash (Mynt, Inc.) by Project Duo Integrated Communications Corp.
- “Weekend Market with Benguet Farmers?” for DMCI Homes
- “Lighting The Way For Every Working Student: A Workplace Designed To Unlock Their Best Self” for McDonald’s Philippines by TBWA\Santiago Mangada Puno Advertising Inc.
- “Del Monte: 100 Years of Nourishing Goodness” for Del Monte Philippines, Inc. by Dentsu Creative Philippines
Care for the Environment
- “SM Green Movement: Turning Commercial Spaces into Engines of Environmental Stewardship” for SM Prime Holdings, Inc. by HAVAS Ortega
People’s Well-being
- “Del Monte: 100 Years of Nourishing Goodness” for Del Monte Philippines, Inc. by Dentsu Creative Philippines
- “Batang Matatag Campaign” for Opella Healthcare Philippines by McCann Philippines
- “SM Supermalls’ Active Hub” for SM Prime Holdings, Inc. by Havas Ortega
Corporate Leadership and Culture
- “Del Monte: 100 Years of Nourishing Goodness” for Del Monte Philippines, Inc. by Dentsu Creative Philippines
- “FROM DRIVERS TO DIRECTORS” for Grab Philippines by GIGIL Manila
Continuing Education
- “BOOK NOOK: Leaders for Corporate Purpose: Continuing Education” for SM Prime Holdings Inc. by RIPPL Marketing Solutions Inc.
adobo Magazine is an official media partner of Asia-Pacific Tambuli Awards 2026.
