Philippine agency’s win showcases creative excellence with business impact
PHILIPPINE creative powerhouse GIGIL clinched its third Cannes Lion in four years, winning its first Silver in Film at the 2024 Festival of Creativity, home of the world’s most prestigious advertising awards. The award reaffirms the agency’s position as a leading independent agency and marks a milestone for Grab, which has earned its first ever Cannes Lion.
Photos courtesy of GIGIL
GIGIL’s campaign for Grab, “Summer” was also the only finalist from the Philippines in the said category. The agency previously won a Bronze Film Lion for RC Cola and Cheers in 2021 and 2022, respectively.
“This milestone pushes us to scale greater heights in the creative industry as we embark on a transformation. Our present and future clients, especially as we expand our reach globally via our New York and Toronto offices, can expect nothing less than a hundred percent from us,” Jake Yrastorza, GIGIL managing partner, said.
Creativity that delivers business results
Grab “Summer” helped the superapp achieve record-breaking transactions for both its mobility and on-demand delivery services after the campaign launch.
“More importantly, this is further proof that GIGIL’s good ideas deliver good business results,” Yrastorza said.
GIGIL’s work is marked by a history of delivering business results. From 2020 to 2023, it won in the APAC Effies, the known arbiter of marketing effectiveness of advertising ideas.
“Summer” has been viewed over 45 million times and generated over 2.6 million engagements on various social media platforms.
Set in the Philippine summer season, which has brought unprecedented heat levels to the tropical country, the film features a Filipino everyman character who goes about his day – from his commute, office work, to cooking a home meal – while literally sweating buckets in the middle of summer. The creative team uses this exaggerated depiction of the daily grind to highlight Grab’s services that Filipinos can avail during summer like the air-conditioned GrabCar and the delivery of cold drinks through GrabFood.
GIGIL first partnered with Grab in 2022, and has delivered some of the most engaging creative work for the brand in recent years. The film is GIGIL’s first collaboration with award-winning Thai production house Factory01 Bangkok. For more information on GIGIL’s work visit www.gigil.com.ph.
Founded in 2017, GIGIL has become the Philippines’ premier independent creative agency, with offices in New York and Toronto. Known for its boundary-pushing campaigns, GIGIL consistently produces content that captures the attention of viewers, generating unprecedented attention and conversations. It has garnered international acclaim, among which are the prestigious APAC Effies for four consecutive years (2020-2023), underscoring the agency’s capability to craft campaigns that not only captivate, but also deliver measurable business results. It has also won the world’s most respected advertising awards, the Cannes Lions, in 2021, 2022, and 2024. GIGIL has also been ranked Number 1 among Network and Independent Agencies in the Philippines by Campaign Brief Asia. This set of recognition cements its dominant market position and provides a testament to its ability to stand among the best networks of agencies in the world. For more information on GIGIL and its body of work, visit www.gigil.com.ph or contact Duke de Ramos via [email protected] or+639272287446 to discover possibilities for your business.
(GIGIL Release)
