GIGIL and MullenLowe TREYNA dominate Boomerang Awards 2025

Editor’s note: This press release is sponsored by Digital Marketing Association of the Philippines and was handled by BrandRap, the sales and marketing arm of Rappler. No member of the news and editorial team participated in the publishing of this piece.

The Boomerang Awards 2025, organized by the Digital Marketing Association of the Philippines (DMAP), once again gathered the country’s top creative and marketing leaders to honor the most outstanding digital campaigns of the year.

Held last October 17 at the Sheraton Manila Hotel, the 18th edition of the country’s premier digital marketing recognition program spotlighted brands and agencies whose work embodied creativity, innovation, and measurable business impact.

The year’s biggest winners

GIGIL emerged as one of the night’s biggest winners, taking home eleven awards, including two Golds, three Silvers, two Bronzes, a Grand Prix, and the coveted Black Boomerang for Short-Form Videos. The agency was also named Tech Innovator of the Year and Agency of the Year, capping off a strong showing with its groundbreaking Perspective Billboard for Close-Up.

Meanwhile, MullenLowe TREYNA swept nine recognitions, including three Golds, one Silver, one Bronze, and a Grand Prix for Scoliosis #StripesFitCheck for Scoliosis Philippines. The campaign also bagged The Green Boomerang for Sustainability, The White Boomerang for Pivotal Transformation, and the Boomerang’s Best of Show, cementing its impact as both a creative and socially resonant piece of work.

Reimagining creativity in the AI era

Under the theme “WEiMAGINE,” the 2025 Boomerangs challenged marketers and creators to look beyond technology and remember the power of human ingenuity—the “I” that makes ideas meaningful.

The Boomerang Awards were led by co-chairs Kit Ramos-Disini, now serving her second term, and Shayne Madamba, with jury advisers Rey Tiempo and Mike Acosta. A total of 57 jurors and three jury presidents—representing both international and Philippine industry leaders—formed a globally diverse panel that assessed entries across three newly defined core areas: Overall Digital Excellence, Creative Excellence, and Media Excellence.

A year of firsts: sustainability, inclusion, and global reach

This year’s Boomerangs introduced new milestones that reflect the industry’s evolving conscience. The launch of the Green Boomerangs, a new Sustainability Category aligned with the United Nations’ 17 Sustainable Development Goals, underscored DMAP’s commitment to responsible, sustainable marketing.

The Purple Boomerang, now in its fifth year, continued to champion diversity, equity, and inclusion (DE&I) through DMAP’s partnership with Investing in Women, an initiative of the Australian government. The category has become a benchmark for inclusive and stereotype-challenging storytelling in the Philippines.

The awards also announced a strategic partnership with The One Club for Creativity, marking the first time the Boomerang Awards used The One Club’s global portal for entry submission and judging, a milestone that strengthens its mission to bring Filipino digital talent to the world stage.

Beyond awards: driving thought leadership

Beyond recognition, the Boomerang Awards serve as a platform for learning and industry foresight, setting standards for creativity, innovation, and measurable impact in digital marketing.

Following the event, DMAP will release its flagship Boomerang Into the Future 2026 Report, an annual publication offering trend forecasts and key insights that shape the future of digital marketing in the Philippines and across APAC.

The 2025 Boomerang Awards were made possible through the generous support of its sponsors and partners. Special thanks to event sponsors Investing in Women, an Initiative of the Australian Government; Charles and James; Fundador; Smirnoff Mule; Whyte and Mackay;  San Miguel Beer; PepsiCo; UMG Philippines for Brands; and L’Oréal; official partners Isla Lipana & Co., the Philippine member firm of the PwC network, Dentsu Creative Manila, BBX Collab, Hit Productions, Arsysmedia, and Futech, and media partners adobo Magazine and Rappler. The event was produced in collaboration with Shoppertainment as production partner and supported by the Ad Standards Council as industry partner. – Rappler.com