The Philippine advertising industry’s brightest minds gathered at The Fifth at Rockwell, Makati City on May 9, 2025, Friday, for the highly anticipated 17th Kidlat Awards. Organized by the Association of Accredited Advertising Agencies of the Philippines (4As) and the Creative Guild, the event honored outstanding campaigns that pushed the boundaries of storytelling and brand communication.
The coveted Grand Kidlat Award went to “KitKat Break Bar” by VML Manila for Nestle Philippines. VML Manila was also named Kidlat Agency of the Year for the second consecutive year, reinforcing their status as one of the country’s leading creative agencies. Other honorees included Nestle Philippines, which was awarded Kidlat Advertiser of the Year, Hit Productions which was recognized as Kidlat Audio Production House of the Year, and Arcade Film Factory which was honored as Kidlat Film Production House of the Year.
Further highlighting the evening’s celebration of purposeful storytelling, the Kidlat Sinag was awarded to “#StripesFitCheck” by MullenLowe TREYNA for Scoliosis Philippines. Arcade Film Factory, MullenLowe TREYNA, and VML Manila each clinched five Gold Kidlat Awards, showcasing their prowess in creative excellence. TBWA\Santiago Mangada Puno (TBWA\SMP) emerged as a dominant force, securing a total of 20 Kidlat metals, underscoring their innovative contributions to the industry.
The event also celebrated emerging talent through the inaugural Young Kidlat Student Competition, sponsored by GCash. MINT College’s “Kaya Ko Na” earned the Gold Young Kidlat, while Polytechnic University of the Philippines’ “Deserve” took Silver, and De La Salle University’s “Moving Fast with GCash” received Bronze.
The 17th Kidlat Awards not only celebrated the industry’s current achievements but also set the stage for future innovations in advertising. With a focus on creativity, purpose, and cultural relevance, the event reaffirmed the industry’s commitment to pushing creative boundaries.
