MANILA, PHILIPPINES – VML Manila triumphed at the 17th Kidlat Awards on April 9, 2025 at The Fifth at Rockwell in Makati City. The agency took home an impressive total of 16 metals, capped by the coveted Grand Kidlat for their most-awarded campaign of the year, the “KitKat Break Bar.”
Starting strong with 30 shortlisted entries, the agency ultimately brought home eight Bronzes, three Silvers, and five Golds — a powerful testament to their creative consistency and excellence.
“Winning for some of our biggest brands across different teams is a testament to the culture of passion and creative bravery we’re striving to build at VML Manila, where every brief and every client gets our best effort, and every team hopefully gets an opportunity to shine. There’s still so much we want to do and achieve, but this is a very rewarding sign that we’re on the right track,” Joe Dy, Chief Creative Officer of VML Manila said in a statement.
Bronze
- Classic Creativity (Audio)
- “GCash One Time Thing (Greg)” by VML Manila for G-XCHANGE INC.
- “GCash One Time Thing (Sally)” by VML Manila for G-XCHANGE INC.
- Classic Creativity (Integrated)
- “McDonald’s Afterparty: Unwind” by VML Manila for Golden Arches Development Corp.
- Craft (Audio: Best Copywriting)
- GCash One Time Thing (Greg) by VML Manila for G-XCHANGE INC.
- Creativity in Experience (Touchpoints & Technology)
- “McDonald’s Afterparty: Unwind” by VML Manila for Golden Arches Development Corp.
- Creativity in Social (Social Post)
- “KitKat Please Hesitate” by VML Manila for Nestle Philippines
- “McDonald’s Carlos Yulo MoMa” by VML Manila for Golden Arches Development Corp.
- Creativity in Strategy and Effectiveness (Creative Strategy)
- “McDonald’s Superfan Quest” by VML Manila for Golden Arches Development Corp.
Silver
- Classic Creativity (Outdoor/Ambient)
- “KitKat Break Bar” by VML Manila for Nestle Philippines
- Classic Creativity (Audio)
- “Baygon HUSH” by VML Manila for SC JOHNSON
- Classic Creativity (Design)
- “KitKat Break Bar” by VML Manila for Nestle Philippines
Gold
- Creativity in Engagement (Media)
- “KitKat Break Bar” by VML Manila for Nestle Philippines
- Creativity in Experience (Brand Experience)
- “KitKat Break Bar” by VML Manila for Nestle Philippines
- Creativity in Experience (Guerrilla Marketing & Stunts)
- “KitKat Break Bar” by VML Manila for Nestle Philippines
- Creativity in Experience (Sponsorship & Brand Partnership)
- “KitKat Break Bar” by VML Manila for Nestle Philippines
- Creativity in Strategy and Effectiveness (Creative Strategy)
- “KitKat Break Bar” by VML Manila for Nestle Philippines
Grand Kidlat
- “KitKat Break Bar” by VML Manila for Nestle Philippines
VML emerged as a dominant force at the 17th Kidlat Awards, led by their acclaimed campaign “KitKat Break Bar,” which had already earned international recognition — including a Lotus Roots trophy at ADFEST 2025. At Kidlat, it added five Golds, two Silvers, and the prestigious Grand Kidlat to its growing list of accolades.
Another campaign for KitKat, “KitKat Please Hesitate,” won a Bronze for Creativity in Social. “Baygon HUSH” for SC Johnson brought home a Silver, while GCash’s “One Time Thing” earned three Bronzes. VML’s works for McDonald’s also scored four Bronzes, including two for “McDonald’s Afterparty: Unwind.”
VML’s creative prowess and consistent excellence earned the agency its second consecutive Agency of the Year title — a testament to its standout work across the board. This impressive performance also helped secure Nestlé the coveted Kidlat Advertiser of the Year award.
“Our ‘KitKat Break Bar,’ rooted in Filipino culture, has truly made a powerful mark — winning five Golds, two Silvers, and the Grand Kidlat, with metals from ADFEST and Spikes as well (and fingers crossed for the rest). International recognition is sweet, but of course it’s even sweeter being honored at home,” VML Executive Creative Director Maan Bautista said.
Adding to the agency’s milestones, young creatives Hennina Salud and John Cedric Peji won Gold at the Young Lions Competition, earning the honor of representing the Philippines at the Cannes Lions International Festival of Creativity in France.
VML’s winning streak reached a high point as their Head of Art Javey Villones was inducted into the Creative Guild of the Philippines. The award was presented by last year’s inductee, Maan Bautista, in an emotional moment between long-time friends.
adobo Magazine is the official media partner of CreativeFest 2025 and the 17th Kidlat Awards.
