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ADFEST 2025 Day two winners announced
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Embracing the theme of “COLLiDE”, ADFEST 2025 unveiled the day two Lotus winners.
The culmination of the final day at ADFEST 2025 on Saturday, 22nd March saw the second of two presentations of Lotus Awards to the elected winners in 9 categories, Creative Strategy, Effective, Outdoor, Sustainable, Press, Radio & Audio, Film, INNOVA Lotus and Lotus Roots.
The Grande for Humanity and Special Awards were also announced to a packed hall. The awards were presented at PEACH, Royal Cliff Hotels Group in Pattaya, Thailand.
A total of 1,641 entries were received for the Lotus Awards and 63 jury members from 19 cities were organised into seven groups, chaired by Susan Credle, Global Creative Advisor, for Interpublic & Former Chair & Global CCO for FCB New York to decide the winners of the ADFEST 2025 Lotus Awards.
GRAND JURY PRESIDENT INSIGHTS:
ADFEST 2025: COLLiDE
Susan Credle, Global Creative Advisor, for Interpublic & Former Chair & Global CCO for FCB New York and Grand Jury President summed up her thoughts on judging at ADFEST 2025: COLLiDE. “I was thrilled to see the work that made it to the shortlist. We were very tough and thoughtful about the work that medaled. From strategy to creative to results, we were able to select the best of entries. Our jury was a master class in why great work works.”
Expanding on her experience, Credle continued, “What most excited me about the work we were judging this year was the depth of the thinking. Unforgettable ideas that I am sure led to strong economic outcomes for the brands.”
“We kept the “Collide” theme at the centre of our discussions. One winner collided with a cultural responsibility. Another was a collision of a long-term strategy with a new insight. Our sustainable standout collided with the understanding of what an agency’s role could be when partnering with a client. And our strategy stand out was birthed from a product with two different uses.”
JURY INSIGHTS: PRESS LOTUS / RADIO & AUDIO LOTUS / OUTDOOR LOTUS / FILM LOTUS
Reed Collins, Chief Creative Officer for Ogilvy Asia Pacific, Hong Kong was Jury President for Film, Outdoor, Press and Radio & Audio.
PRESS LOTUS AWARD
There were 17 entries recorded for the Press Lotus awards and the jury gave out one Silver and one Bronze award.
Collins said: "While the limited number of press entries highlights the industry's shift to digital channels, it also leaves me yearning for the impactful, self-explanatory press ads of the past. Where's the work that doesn't require a case study to justify its brilliance?"
RADIO & AUDIO LOTUS AWARD
This year, there were 32 entries for the Radio & Audio Lotus Awards. There were two winners of Silver awards and six Bronze awards were also announced.
Collins was impressed with the work in this category and explained, "Judging the Radio & Audio category highlighted the incredible evolution of this space. It's clear the very definition of a 'great idea' has expanded, and the best work pushed boundaries, redefining what audio advertising can be."
OUTDOOR LOTUS AWARD
For the Outdoor Lotus category, 84 pieces of work were entered, with the Jury awarding three Bronze, two Silver and one Gold to the best work.
Collins added: Jury President for Outdoor, "The larger volume of entries in Outdoor made judging more thorough, but the most impactful campaigns were those that displayed genuine cultural insight. They weren't just visually striking; they were culturally relevant and meaningful."
The Gold award was won by Leo Malaysia, Kuala Lumpur / Star Reacher Advertising for Heineken, Heineken Heidden in Plain Sight.
FILM LOTUS AWARD
Film Lotus was category with the largest number of entries at ADFEST 2025 with a total of 174 entries. The jury awarded nine Bronze, five Silver, two Gold and one Grande awards.
Collins summarised the overall view of the jury for Film: "The sheer volume of entries and winners in the Film category is a testament to the vibrant creative energy in this region. The prevailing use of humour in the winning work reflected a shared sense of optimism and a belief in the power of laughter."
This was perfectly reflected in the Grande award which was presented to Leo Thailand, Bangkok for its work on Krungsri First Choice, titled What the Fast!.
The two Gold awards for Film were won by: Saatchi & Saatchi Australia, Sydney for Toyota Hilux, In a Pickle Wolf BKK, Bangkok for KFC Crispy Chicken Rice Bowl, Uncle KFC’s Rice Bowl.
JURY INSIGHTS: CREATIVE STRATEGY/EFFECTIVE LOTUS / SUSTAINABLE LOTUS
Susan Credle, Global Creative Advisor, for Interpublic & Former Chair & Global CCO for FCB New York was Grand Jury President for Creative Strategy, Effective and Sustainable Lotus Awards.
CREATIVE STRATEGY LOTUS AWARD
This year, ADFEST is introducing a new Lotus category to its Lotus Awards line-up. The Creative Strategy Lotus awards creative problem solving with perceptive insights to devise a creative strategy that enhances that brand.
The decision of the Juries on Creative Strategy Lotus winner was based on four criteria and weighted with Insight and Creative Strategy each accounting for 30 per cent of the score and Creative Idea and Results accounting for 20 per cent each.
For the Creative Strategy Lotus category, 99 pieces of work were entered, with the Jury awarding seven Bronze, six Silver, seven Gold and one Grande. The Grande was awarded to Havas Creative India, Mumbai for The Times of India, Ink of Democracy.
Susan Credle, Grand Jury President gave the juries’ insights for this new category and Grande winner: “Creative Strategy was a new category this year at ADFEST. Judging by the number of entries and strong work we saw, it is here to stay. It was important to the jury that the insight and strategy led to outstanding creative. We also put ourselves in the shoes of the creatives receiving the brief. Would they be excited to get to work? Would they think of the brief as a gift?”
“While it is hard to know exactly how an idea gets its start, when we saw the thinking behind The Ink of Democracy, the collision of the fact that so much marking ink was left over from last year’s vote and the fact that the Times of India was losing some relevancy in the market, we felt we had a winner. How do you turn “I don’t care” into “you must care” for both an election and a paper? What a gift of a question. What a gift of a creative strategy!
There were seven Golds in total given out in the Creative Strategy category.
McCann Worldgroup India, Gurgaon/Mumbai won two Gold Awards for their work for ESAF Small Finance Bank, Dabba Savings Account.
The other five Gold awards were given to: Havas Creative India, Mumbai for The Times of India, Ink of Democracy Ogilvy Singapore, Singapore for Vaseline, Vaseline Transition Body Lotion Leo India, Mumbai for Lay’s, Drops of Joy BBDO India, Mumbai for Ariel India, HomeTeams #ShareTheLoad Dentsu East Japan Inc., Tokyo for Hajime Kensetsu (Construction), Hajime, Ken and Setsu
EFFECTIVE LOTUS AWARD
For the Effective Lotus category, 39 pieces of work were entered, with the Jury awarding two Bronze, three Silver, three Gold and one Grande.
The Grande Award was given to BBDO India, Mumbai for Ariel India, HomeTeams #ShareTheLoad.
Susan Credle explained the thinking behind the award choice: “Too often we grow weary of ideas in our industry. We throw equity away because we think we’ve run out of ways to express it. Or worse, we selfishly want to create our own ideas rather than continue to support what has come before. And those same sentiments follow ideas into jury rooms. They shouldn’t. #ShareTheLoad was created nine years ago for Ariel. For nine years, professionals have realised the compound economic effect of building on the idea year after year.”
“People are asking, how will culture collide with this beloved idea today? This year’s HomeTeam campaign is the latest chapter in a wonderful story titled #ShareTheLoad. When we sustain big ideas over time, the economic outcomes are palpable.”
three Gold Awards were picked up by: Dentsu East Japan Inc., Tokyo for Hajime Kensetsu (Construction), Hajime, Ken and Setsu Grey Thailand, Bangkok for Bar B Q Plaza, Sad Kama-chan Gigil Manila, for TNT Telco, Sim Registration Drive.
SUSTAINABLE LOTUS
Creativity, knowhow, technological development and resources are invaluable to achieve social, environmental, and economic sustainability. Sustainable Lotus recognises the importance of Sustainable Development Goals and how striving for these Global Goals can drive transformational change and positively impact the world and its people.
Sustainable Lotus recorded a total of 55 entries in its inaugural year. Out of these, the jury awarded four Bronze, four Silver, two Gold metal awards and one Grande award.
The Grande award was given to Leo India, Mumbai for Lay’s Drops of Joy.
Said Susan Credle, “There was an energetic discussion over several days around this Grande. Did the agency really come up with an idea around restructuring a factory to make the production of Lay’s potato chips more sustainable? If so, what does that say about the incredible possibilities if we intentionally rethink how we partner with our clients. Wasted water leaving the factory as steam, a potato that is 80% water, these two observations collide and the outcome is “what if?” What if we could recycle potato water to help produce potato chips? Two factories reconfigured with two more in progress is the result of asking “what if?” Where else can we apply creative thinking that leads to big and better outcomes for all?”
The two Gold Awards were won by: Ogilvy Singapore, Singapore for Vaseline, Vaseline Transition Body Lotion McCann Worldgroup India, Gurgaon/Mumbai for ESAF Small Finance Bank, Dabba Savings Account.
JURY PRESIDENTS: INNOVA LOTUS / LOTUS ROOTS
Susan Credle, Global Creative Advisor, for Interpublic & Former Chair & Global CCO for FCB New York was Grand Jury President for INNOVA Lotus and Lotus Roots. The jury comprised of all the Jury Presidents at ADFEST, including:
Jury President of Brand Experience Lotus, Commerce Lotus and Direct Lotus: Sulin Lau, Regional Head of Brand and Marketing – Mobility, Deliveries, Fintech, B2B for Grab, Singapore
Jury President of Design Lotus and Print & Outdoor Craft Lotus: Rajdeepak Das, Chief Creative Officer, Publicis Groupe and Chairman of Leo Burnett South Asia
Jury President of Digital & Social Lotus, Digital Craft Lotus and Mobile Lotus: Noriaki Onoe, Executive Creative Director, Dentsu Inc., Tokyo
Jury President of Entertainment Lotus, Media Lotus and PR Lotus: Anny Havercroft, Head of Global Business Marketing, SEA & Global Marketing Solutions, APAC for TikTok, Singapore
Jury President of Film Craft Lotus and New Director Lotus: Wuthisak Anarnkaporn, Founder & Director, FACTORY 01, Bangkok
Jury President of Film Lotus, Outdoor Lotus, Press Lotus and Radio & Audio Lotus: Reed Collins, Chief Creative Officer, Ogilvy Asia Pacific, Hong Kong
This jury also selected the winning work for Lotus Grande for Humanity.
INNOVA LOTUS AWARD
There were 28 entries for INNOVA Lotus, which recognises world-class concepts that have made a dramatic impact on the marketplace.
The Grande INNOVA Lotus was awarded to McCann Worldgroup India, Mumbai for Buckaroo Footwear, Fit My Feet.
Susan Credle, Grand Jury President explained the decision: “According to Wikipedia, innovation is the practical implementation of ideas that result in the introduction of new goods or services. In this space, technology can be seductive. But this year’s Grande replaced technology with ingenuity – can we make flip flops adaptable? A new product assembled and distributed by cobblers on the streets of India for a community that is under-served and usually unseen. This product brought dignity and comfort to the customer and a new economic stream of business to the local shoe mender.”
The jury awarded four INNOVA Lotus in different sub-categories. two INNOVA Lotus Awards were presented to BLKJ Havas, Singapore firstly for JBL Quantum, JBL Quantum Guide Play and secondly, for U Mobile, Project iContact
The third and fourth Innova Lotus awards were awarded to: Leo India, Mumbai for Lay’s, Drops of Joy ADK Marketing Solutions Inc.,Tokyo / Atha, Tokyo / Toppan Printing Co., Ltd., Tokyo for Electric Salt, Electric Salt.
LOTUS ROOTS AWARD
The Grand Jury President and group of Jury Presidents also presided over the Lotus Roots award, which recognises creative work that preserves and celebrates the rich heritage and value of each local culture.
There were 79 entries for the Lotus Roots category. three Lotus Roots awards and a Grande Lotus Roots were awarded.
The Lotus Roots Grande went to BBDO Bangkok, Bangkok for Mercedes-Benz, The Meaning of Benz.
Susan Credle, Grand Jury President who chaired the group of Jury Presidents that voted for the work explained: “Lotus Roots is a beautiful category at the ADFEST Lotus Awards. As Vinit Suraphongchai, Chairman of ADFEST says, Lotus Roots was created to celebrate unique cultures that might be misunderstood or even missed in global conversations.”
“The jury’s top priority when deciding which piece would be honoured with the Grande was to ask the question - would this work anywhere else in the world? And the resounding answer to The Meaning of Benz was an emphatic “NO!” In our Thailand jury room, we asked how many people from Thailand knew someone named Benz. Everyone’s hands shot up with murmurs of “I know three people,” “Four for me,” “My nickname is Benz.” This film captured the authentic stories of the brand love for Mercedes Benz in this country. Love so strong, people co-opted the name of the brand for the people they love most.”
Three Lotus Roots awards were additionally presented to: McCann Worldgroup India, Gurgaon/Mumbai for ESAF Small Finance Bank, Dabba Savings Account Signing Ltd., Tokyo / Hakuhodo Inc., Toyko/Daiko, Osaka for SakYou, Mini Me Hina Doll VML Manila, Manila for KitKat, Kitkat Break Bar.
