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Awards: Leo Burnett Manila wins gold and Gigil wins silver at the APAC Effie Awards 2022

MANILA, PHILIPPINES — The Asia Pacific Effie Awards honors the region’s most outstanding marketing communication works that have proven results in meeting strategic objectives. Aiming to lead, inspire, and champion practices of marketing effectiveness excellence in the Asia Pacific region, this year’s winners were announced at the recently held APAC Effie Awards Gala.

From the 62 winners, the Philippines clinched a total of six Effies.

Leo Burnett Manila, a creative agency of Publicis Groupe Philippines, won big with three metals for its innovative campaign that assisted teachers and students struggling with distance learning all over the Philippines. Dubbed “McClassroom,” the activation implemented at the height of COVID lockdowns last year turned more than 200 idle McDonald’s party rooms into quiet, sanitized work spaces where teachers could conduct virtual classes and prepare teaching modules. Free WiFi and free McCafe provided a much-needed boost.


For this campaign, Leo Burnett earned a gold in the Restaurant category and two silvers under Crisis Response/ Critical Pivot – Services and Experiential Marketing – Services, respectively. It was also a finalist in the Branded Utility category.

McDonald’s Philippines Managing Director Margot Torres with Publicis Philippines Chief Creative Officer Raoul Panes and Account Management Director Judy Medina


Another point of pride for the Philippines, GIGIL took home two silvers under the Beverages Non-Alcohol and Short Video Marketing categories. The agency’s absurd and humorous campaign for ARC Refreshments Corporation, titled “Whatever!,” tells the story of a boy returning from school and then questioning his mother if he is adopted because he is being bullied. The boy takes off his uniform to show his mother four glasses embedded on his back. This prompts his mother to remove her head, under which there is a bottle of RC Cola. The commercial ends with the rest of the family drinking RC Cola with the glasses on the boy’s back.

GIGIL Account Director Beverly Lubid and GIGIL Senior Art Director Ynna Alexis Milambiling

The full list of winners can be accessed here. All winners and finalists will be accorded points towards the 2022 Effie Index, which ranks the most effective agencies, marketers, and brands globally. The Index will be announced in 2023.

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