MANILA, PHILIPPINES – Highlighting the creative brilliance on display at ADFEST 2025, held from March 20 to 23, adobo Magazine shines a spotlight on the standout work that captured the jury’s attention and earned the festival’s highest honor — the Grande award.
‘Ink of Democracy’ by Havas Creative India for The Times of India
Creative Strategy Lotus: Contextual Insight
Created by Havas Creative India for The Times of India — the campaign revolved around a single, arresting visual: the entire front page printed in deep purple ink, symbolizing the stockpile of unused electoral ink and serving as a powerful metaphor for the untapped potential of every uncast vote.
Launched ahead of India’s General Elections in 2024, the campaign delivered a simple yet deeply resonant message: I Vote For Sure. The results were historic, helping drive a record-breaking turnout of 642 million voters — 30 million more than in the previous election — and sparking a 280% increase in brand mentions and engagement.
The campaign earned multiple honors at ADFEST 2025: Gold on the Creative Strategy Lotus category (Corporate Image & CSR), and Bronze on the Press Lotus category (Corporate Image & CSR) and Direct Lotus category (Print & Outdoor).
Advertiser: Bennett Coleman & Co., Ltd.
Film Production Company: Galloping Horse Productions PVT Ltd, Mumbai
Post Production Company: The Docket Factory, Mumbai
’Heineken Heidden in Plain Sight’ by Star Reacher Advertising for Heineken
Design Lotus: Exhibitions, Events & Public Environment
For Chinese New Year, Heineken faced a tough challenge in Malaysia’s dark market, where alcohol advertising is heavily restricted — even logos on trucks are banned. Competing against localised giants like Anchor and Tiger, Heineken needed a clever, culturally relevant workaround.
Leo Malaysia and Star Reacher Advertising Malaysia tapped into the festive tradition of exchanging “Hei” (happiness) greetings by turning Heineken cans into AR-powered messages that played off the “Hei” in the brand name. These custom greetings spread online via influencers and everyday users, while Heineken’s delivery trucks became unbranded, legally permissible “billboards-in-disguise.”
The campaign reached 33.9 million people, generated US$6.8 million in earned media, drove a 14% sales increase over the previous year’s CNY, and even got Gen Zs literally holding Heineken cans.
The campaign scored a Silver on the Media Lotus and a Gold on the Outdoor Lotus categories.
Agency: Leo Malaysia
Advertiser: Heineken Malaysia Berhad
Film Production Agency: Prodigious Malaysia
‘Car Review Gone Astray’ by Good People Jakarta for Netflix Indonesia
Digital & Social Lotus: Social Film
Produced by Good People Network Jakarta, this campaign for Netflix’s The Shadow Strays spotlighted the film’s explosive 23-minute car chase by enlisting Fitra Eri — a top Indonesian car reviewer — to analyze the featured vehicle’s performance under extreme conditions.
The unexpected collaboration broadened the film’s appeal beyond action fans and cult followers, helping it become a mainstream hit. The campaign won both the Grande and Gold in the Digital and Social Lotus category at ADFEST 2025.
Advertiser: Netflix Indonesia
Media Agency: H+, Jakarta
Film Production Company: Berkah Film, Jakarta
Sound Production Company: Gema Studio, Jakarta
‘Sad Kama Chan’ by Grey Thailand for Bar B Q-Plaza
Direct Lotus: Ambient(Small Scale)
Crafted by Grey Thailand for Bar B Q Plaza, the campaign aimed to reignite brand loyalty and drive sales amidst growing competition. The idea revolved around transforming Kama-Chan, the beloved smiling fish ball, into a “Sad Kama-Chan” to symbolize abandonment.
This low-cost change, introduced without prior announcement, sparked curiosity and led diners to share photos on social media, creating a viral sensation. The brand responded with a challenge: if customers met a set goal, Kama-Chan would return to her cheerful smile. The campaign generated 230K online conversations overnight, boosted brand perception by 80% in a month, increased registered members by 38%, and resulted in a 14% sales increase.
The campaign also clinched a Bronze in the Brand Experience Lotus and Gold in the Effective Lotus at ADFEST 2025.
Advertiser: Food Passion
‘Hometeams #ShareTheLoad’ by BBDO India for Ariel India
Effective Lotus: Long-Term Creativity
Created by BBDO India for Ariel, Hometeams #ShareTheLoad is part of the company’s nine-year effort to eliminate gender inequality within the household. While there have been increasing opportunities for women outside the home, many still hold back due to household responsibilities.
The campaign was brought to life through an eye-opening film that tells the story of Aisha, a woman who declines a work-related travel opportunity because she’s concerned about leaving her husband alone with the chores. The solution? An app called Home Map, which helps husbands locate items around the house without having to call their wives. The app was further promoted on social media and during a prime-time news hour, where an anchor’s husband unexpectedly took over the screen to surprise her with a message from home.
The campaign proved successful, garnering over 110 million views across platforms, more than 240 million impressions, and 584 million engagements—65% more than the company’s previous campaign.
In addition to winning the Grand Prize in the Long-Term Creativity category, the campaign also received a Silver on the Campaign Success sub-category.
Advertiser: P&G India
PR Agency: Acti Media
Media Agency: Essence Media
Film Production Company: Tiger Baby Telly
Post Production Company: Tiger Baby Film
Entrant Company: BBDO India Pvt. Ltd.
‘What the Fast!’ by Leo Thailand for Krungsri First Choice
Film Lotus: Online Film(Finance & Real Estate)
Produced by Leo Thailand for Krungsri First Choice’s “Fast Acquisition” campaign, What the Fast! promotes the brand’s “Fastest Approval” feature in a comedic and relatable way. It captures the feeling of instant approval through a metaphorical story—portraying how “approval scenarios” might unfold in real life if they were as fast as the app’s process, such as conversations happening while riding past each other on motorcycles.
The short film garnered 10 million views within a month, and the acquisition rate increased by 31%. Additionally, more than 54% of applicants applied online.
It also earned Silver on the Micro Short Film subcategory, while What the Fast!: BOSS won another silver on the Broadcast: Finance & Real Estate.
Advertiser: Krungsri First Choice
Agency: Leo Thailand
Film Production Company: Factory 01
Post Production Company: Factory 01
Sound Production Company: Mellow Tunes
Entrant Company: Leo Thailand
‘Yoga Village’ by TBWA\Shanghai for Adidas
Print & Outdoor Craft Lotus: Photography
Adidas and TBWA\Shanghai brought the You Got This platform to life in China by spotlighting a group of elderly yogis from the remote village of Yugouliang, where over 80% of residents are 65+ and face health challenges.
Since adopting yoga in 2016, these villagers have integrated the practice into their daily routines, using fields and household items as their studio and gear, leading to notable health improvements.
The campaign featured authentic imagery of the villagers, photographed in their natural setting, and launched on International Women’s Day — with billboards placed beside a top yoga brand in a premier Shanghai mall — challenging conventional beauty and performance standards in sports culture.
Advertiser: Adidas China
Film Production Company: Shanghai Shibei Media Co. Ltd.
Drops of Joy by Leo India for Lay’s
Sustainable Lotus: Innovation, Infrastructure & Institutions
Lay’s and Leo Burnett India tackled the brand’s water-intensive production process with Project Drops of Joy, transforming manufacturing to not just save water — but create it. Amid a national water crisis, the initiative enabled Lay’s to extract and purify water from the potatoes themselves, making 50% of its water supply self-sustaining in two plants.
This innovation now generates 120 million liters of pure water annually, surpasses local water quality standards (0.017 ppm, 7.17 pH), saves over $1.7 million in water costs each year, and sets a gold standard for sustainable food production.
The campaign was awarded Gold in the Creative Strategy Lotus at ADFEST 2025.
Advertiser: Lay’s
‘The Meaning of Benz’ by BBDO Bangkok for Mercedez-Benz
Lotus Roots: Film
Produced by BBDO Bangkok, The Meaning of Benz is a film that explores the deep connection between Thai people named ‘Benz’ and the Mercedes-Benz brand. The film shares personal stories about the origins of their names and their dreams of owning a Mercedes-Benz, all without showing any cars.
This unique approach focuses on identity, dreams, and the emotional significance of the brand, setting it apart from typical car advertisements. In Thailand, where naming culture is deeply significant, ‘Benz’ symbolizes success and luxury, inspired by the brand’s royal association since 1904. The nickname is widely popular, particularly among Generations X and Y, reflecting the brand’s enduring prestige.
The mother campaign, “The Benz Effect,” bagged a Gold in the Direct Lotus category.
Advertiser: Mercedez-Benz Thailand
Film Production Company: Salmon House Bangkok
Sound Production Company: Zealots Boutique Bangkok
‘Fit My Feet’ by McCann Worldgroup India for Buckaroo Footwear
Innova Lotus: Innovation in Creativity
Produced by McCann Worldgroup India, FitMyFeet, an initiative by Buckaroo, addressed mobility challenges for individuals with clubfoot in India by offering affordable, custom flip-flops. Made using traditional cobbler tools and costing just USD 2.40 per pair, the solution enhanced mobility, dignity, and independence.
Through a creative partnership with over 4,500 cobblers and a localized campaign featuring vibrant street art, the initiative sold 228,000+ pairs, creating both social impact and a new revenue stream for cobblers. The campaign’s success led to its scalability across India.
The campaign also bagged a Silver in Sustainable Lotus, Bronze in Creative Strategy Lotus, and Bronze in Design Lotus.
Advertiser: Buckaroo Footwear
’Raising the Age of Social Media Citizenship’ by Finch for 36 Months
Sustainable Lotus: Health & Well-Being
Created by Supermassive Sydney, 36 Months is a powerful campaign advocating to raise the minimum social media age from 13 to 16 in response to the youth mental health crisis. Through grassroots activism, expert endorsements, and widespread media coverage — including features in The New York Times and 60 Minutes.
The campaign drove a national conversation, gathering 127,000 petition signatures and generating over 2.3 billion impressions. A YouGov poll showed 77% of Australians, including 91% of Gen Z, supported the change. Testimonies from bereaved families, school visits, and expert insights reframed the issue as a public health crisis.
The campaign culminated in a historic legislative win on November 27, making Australia the first country to set the social media age at 16, drawing international interest from the UK, EU, and Japan.
Advertiser: 36 Months
PR Agency: Supermassive Sydney
Film Production Agency: Finch Sydney
adobo Magazine is an official media partner of ADFEST 2025.
