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For other uses, see Gigil (disambiguation).

Gigil
Company typeAdvertising agency
IndustryAdvertising, marketing
Founded2017; 8 years ago (2017)
Founders
  • Badong Abesamis
  • Herbert Hernandez
  • Isabel Prollamante
Headquarters
Taguig
,
Philippines
Areas served
Philippines, Canada, United States
Websitegigil.com.ph

Gigil (stylized as GIGIL) is a Philippine advertising agency based in Bonifacio Global City in Taguig, Philippines.[1]

Background

[edit]

Gigil was founded by Badong Abesamis, Herbert Hernandez, and Isabel Prollamante.[2] The group considered naming their agency "No Plan B" or "Toyo" but decided to adopt Abesamis' proposal "Gigil" to reflect the agency's vision of "passion" or hard work. Gigil was officially launched in October 2017.[3]

After Prollamante left for abroad, Gigil appointed Jake Yrastorza as Managing Partner.[4]

Gigil has commissioned works for numerous brands such as 7-Eleven, AirAsia, Globe, Jollibee, Levi's, Netflix, Procter & Gamble, RC Cola, Unilever, and Vivo, among others.[3][5]

In January 2023, Gigil announced its expansion to the United States and Canada by opening offices in Los Angeles, New York, and Toronto.[6]

Notable campaigns

[edit]

Gigil's Shop2Give campaign won a gold award for Advocacy and a silver award for Responsible Citizenship at the 2019 Tambuli Awards and a bronze award for the E-commerce category at the 2019 ADFEST Awards.[7] Within the same year, Gigil's Dr. Internet campaign in for Konsulta MD won a bronze award for the Healthcare category at the 2018 Spikes Asia Awards and a bronze award for the Digital Craft category at the 2018 Boomerang Awards.[3][8] It also won two gold awards for Creative Storytelling and for Film Craft: Best Copywriting, and a bronze for Creative Effectiveness: Film at the 2019 Kidlat Awards.[9]

Gigil's Studs campaign in 2019 for Levi's Philippines won a silver award for Fashion & Beauty at the 2019 Clio Awards.[10][11] It also won a bronze award for Creative Effectiveness at the 2019 Kidlat Awards, two bronze awards for Brand Storytelling and Seasons Celebration at the Asia Pacific Tambuli Awards, two silver awards for Effectiveness at the 2019 Boomerang Awards, and a gold award for the Retail category at the 2020 Asia Pacific Effie Awards, making Gigil the first independent agency from the Philippines to win an Effie gold.[12][13]

Gigil's Basta campaign in 2020 for RC Cola, which featured a boy confronting his mother if he is adopted due to glasses embedded on his back, won a bronze award for Film at the Cannes Lion 2021.[14] It also won a bronze award at the 2021 Asia Pacific Effie Awards for the Youth Marketing category, a silver award at the 2022 Asia Pacific Effie Awards for the Beverages, Non-Alcohol category and the Short Video Marketing category, and a bronze award for Film at the 2022 Clio Awards.[15][16]

Gigil did a marketing campaign for the Singaporean Netflix animated series Trese in 2021.[17]

Gigil's Party campaign in 2022 for Cheers, won a bronze award for Film at the Cannes Lions 2022.[18] Gigil also won silver awards from the London International Awards (LIA) in 2022 for their Cheers Party and Orocan Pail campaigns.[19]

The Clio Entertainment Awards awarded Gigil two silver awards for their Netflix Literal Money Heist and Netflix Jaywalking campaigns, and a bronze award for their Netflix Reel to Real campaign in 2022.[20]

Gigil turned the SM Mall of Asia Globe into a colossal basketball for Smart Communications, to promote its sponsorship of the 2023 FIBA Basketball World Cup happening in the Philippines.[21] The campaign won a bronze in the Clio Sports Awards.[22]

Gigil won a silver for its Delivery Man campaign for Grab under the New Product or Service – Line Extension category and a bronze for its Globe campaign under the Carpe Diem – Services category at the 2023 Asia Pacific Effie Awards.[23]

Gigil won a silver in the Clio Entertainment Awards for a billboard campaign for Netflix's title Glass Onion in 2023.[24] The agency also won another silver in the Clio Entertainment Awards for The KoolPals Thanks, Haters! NFT, in which online hate for the group was turned into money, in the same year.[25]

Gigil was handpicked by The ONE Asia Creative Awards of The One Show New York to conceptualize and execute its call-for-entries campaign in 2024.[26]

Gigil won a gold for its 4Dish Pot campaign for Netflix under the Outdoor Lotus category.[27] The same campaign also won a gold and a silver in the Clio Entertainment Awards in 2024.[28][29]

Gigil's Summer campaign in 2024 for Grab, won a silver award for Film at the Cannes Lions 2024.[30] The same campaign also won a silver and a crystal award in Korean advertising festival MAD STARS in 2024.[31]

Gigil won in the Asia Pacific Effie Awards in 2024 for marketing effectiveness, winning a silver for TNT Telco and a bronze for CoCo Tea. Gigil also grabbed 3rd Place, Independent Agency of the Year in the same show.[32]

At the YouTube Works Awards in 2024, Gigil’s campaign for CoCo Tea entitled Cool was declared “Best of Country” and “Best Brand Story”. The agency’s campaign for Grab entitled Sorry was named winner in the categories “Big Bang” and “Masters of Media.” Another campaign for Grab entitled Valentine’s Day won in the “Best of Festive” category. The agency’s campaign for TNT entitled SIM Registration was the “Force for Good” category winner.[33]

In 2024, Gigil won a bronze in the London International Awards for the creative strategy of CoCo Tea Cool.[34]

In 2024, Gigil won a gold and a silver in the Clio Entertainment Awards for Netflix 4Dish Pot in the Out of Home and Experiential & Activations categories respectively under Television and Streaming.[35]

In 2025, Gigil won in the ADFEST a gold for TNT SIM Registration Drive in the Effective Lotus category, silvers and a bronze for Grab Summer in the Digital and Social Lotus and Film Lotus categories, and a silver for Mandaue Foam Home Store Steal in the Film Lotus category. Because of the performance, Gigil was named "Independent Agency of the Year" by the APAC creative show based in Thailand.[36]

In 2025, Gigil won in Spikes Asia bronzes for Grab Summer and RC Cola Miracle in the film category.[37]

In 2025, Gigil won a gold for RC Cola Miracle and a bronze for Mandaue Foam Home Store Steal in the film category of the Clio Awards.[38]

Controversies

[edit]

In 2021, Gigil released the Pandemic Effect campaign for the Belo Medical Group. The ad featured a woman gaining weight, growing body hair, and getting acne while watching a stream of bad news amid the COVID-19 pandemic. The ad received negative reception, which led to the pull-out of the ad and a one-year suspension of Gigil's membership from The Association of Accredited Advertising Agencies of the Philippines.[39] Gigil and the Belo Medical Group promptly issued an apology and vowed to be more sensitive and inclusive in their advertising practices moving forward.[40][41]

In July 2024, the descendants of Gil Puyat filed a complaint against Gigil for their guerilla marketing stunt where they replaced the signage of Gil Puyat Avenue to Gil Tulog, a wordplay on puyat which also means sleepless in Tagalog, and tulog meaning sleep. The marketing tactic was for Wellspring's sleep supplements.[42][43][44]

Industry recognition

[edit]

In 2023, the Philippine Daily Inquirer named Gigil the No. 2 Philippine Growth Champion, as it placed second among 25 Philippine companies that achieved the highest percentage growth in revenues between 2018 and 2021.[45]

The UK's Financial Times named Gigil as one of the High-Growth Companies in Asia Pacific. Gigil was the highest-placing ad agency on the list, making it the fastest-growing ad agency in the Asia-Pacific.[46][47]

Campaign Brief Asia named Gigil as the No. 1 ad agency in the Philippines, No. 2 in Asia, and No. 3 in the Asia-Pacific.[48] Badong Abesamis and Herbert Hernandez were also declared the Philippines' Most Awarded Creative Directors.[49]

Gigil won the Philippines Independent Agency of the Year silver in the Southeast Asia Campaign Agency of the Year awards. Gigil was also awarded the Southeast Asia Agency Marketer Partnership of the Year bronze with Netflix.[50]

In 2024, Gigil was awarded by the Philippine Marketing Association's Agora Awards as Marketing Agency of the Year.[51] Gigil was also named for the second consecutive year as a Philippine Growth Champion by The Philippine Daily Inquirer and Statista, having achieved the highest percentage growth in revenue among Filipino companies between 2019 and 2022.[52] Gigil was also named for the second consecutive year by the Financial Times as among Asia-Pacific's fastest growing businesses on its list of High-Growth Companies Asia-Pacific 2024.[53]

In 2024, Australian-based Campaign Brief The Work ranked Gigil the No. 2 creative agency overall in the Asia Pacific region.[54] The agency was ranked No. 1 in the Philippines.[55]

Awards and recognition

[edit]

The following are honors Gigil received as an advertising agency rather than for a specific campaign.

Accolades received by Gigil
Year Award Category Ref.
2020 Campaign's Agency of the Year Awards Philippines Independent Agency of the Year [2][56]
Philippines Creative Agency of the Year
2021 AdAge Small Agency Awards International Small Agency of the Year [57]
2023 Association of Accredited Advertising Agencies of the Philippines (4As Philippines) Agency of the Year Awards Independent Agency of the Year [58]
Media Agency of the Year: Best in Media Creativity
Independent Agency of the Year for Best in Market Performance
Independent Agency of the Year for Best in Market Performance
Independent Agency of the Year for Best in Management of Business
Independent Agency of the Year for Best in Creative
Asia Pacific Effie Awards Independent Agency of the Year – 2nd place [59]
Boomerang Awards Agency of the Year [60]
2025 ADFEST Thailand Independent Agency of the Year [61][62]

Rankings

[edit]
  • Campaign Brief Asia Creative Rankings Agency (Philippines)

References

[edit]
  1. ^ "Gigil". Gigil. Retrieved November 3, 2021.
  2. ^ a b Rodriguez, Mia. "The Origin Story of Gigil, The Ad Agency That's Got Everyone Talking". Spot.ph. Retrieved November 3, 2021.
  3. ^ a b c Abellon, Bam (January 29, 2019). "Ad man and music guy Herbert Hernandez on grand plans and happy accidents". ANCX. Retrieved November 3, 2021.
  4. ^ magazine, adobo (November 26, 2018). "GIGIL names Jake Yrastorza Managing Partner". adobo Magazine Online. Retrieved January 19, 2024.
  5. ^ "work". gigil.com.ph.
  6. ^ Jardine, Alexandra (January 24, 2023). "Filipino Agency Gigil Expands to the US and Canada". Retrieved February 5, 2023.
  7. ^ "Brand & Business: Unilever's "Shop2Give" Campaign with Gigil Scored Gold and Silver at the 2019 Asia Pacific Tambuli Awards". adobomagazine.com. June 7, 2019. Retrieved January 10, 2023.
  8. ^ "11-month-old Gigil wins in Spikes, Boomerangs". adobomagazine.com. October 8, 2018. Retrieved January 10, 2023.
  9. ^ Venus, Nina (May 2, 2019). "Kidlat 2019: First Time is the Charm for Ideas Agency Gigil at the Kidlat Awards 2019". adobo Magazine.
  10. ^ Venus, Niña (September 4, 2019). "Clio Awards 2019: Ideas Agency Gigil is Lone Victor, Brings Home Silver for Levi's Studs". adobomagazine.com. Retrieved January 10, 2023.
  11. ^ Shaw, Kim (September 4, 2019). "Gold to Publicis Singapore, Wunderman Thompson Bangkok, R/GA Tokyo, BBDO Pakistan + FCB India at 2019 CLIO Awards". campaignbriefasia.com. Retrieved February 24, 2023.
  12. ^ "Gigil Philippines is first Indie agency from the Philippines to win an APAC Effie Gold". Campaign Brief Asia. September 25, 2020. Retrieved November 3, 2021.
  13. ^ "Boomerang Awards 2019: Gigil Wins For 5 Big Brands During The Boomerang Awards". adobomagazine.com. October 25, 2019. Retrieved January 10, 2023.
  14. ^ "Awards: GIGIL's RC Cola 'Family' wins a Bronze Film Lions at Cannes". adobomagazine.com. June 29, 2021. Retrieved January 9, 2023.
  15. ^ "Local Ad Agency Gigil Wins 3rd Year in a Row at Asia Pacific Awards for Marketing". wheninmanila.com. October 25, 2022. Retrieved January 9, 2023.
  16. ^ "Gigil Agency wins a bronze in 2022 Clio Awards". mb.com.ph. April 23, 2022. Retrieved January 9, 2023.
  17. ^ Grana, Rhia. "Exclusive! The selling of 'Trese' and the stories behind those slashed and vandalized billboards". ABS-CBN News. Retrieved November 3, 2021.
  18. ^ "Pinoy ad firm Gigil bags Bronze Lion award in 2022 Cannes Lions". news.abs-cbn.com. July 12, 2022. Retrieved January 9, 2023.
  19. ^ "Gigil and Arcade Film Factory take home metals for the Philippines at the 2022 London International Awards". adobo Magazine Online. October 18, 2022. Retrieved May 2, 2023.
  20. ^ Inocencio, Jason (November 25, 2022). "Independent agency Gigil wins Silvers, Bronze for PH at the 2022 Clio Entertainment Awards". adobo magazine. Retrieved May 2, 2023.
  21. ^ magazine, adobo (August 25, 2023). "SMART & GIGIL transform MOA Ball for FIBA 2023 – adobo Magazine". adobo magazine. Retrieved August 26, 2023.
  22. ^ "Smart Telco - Ball". Clios. Retrieved November 20, 2023.
  23. ^ Ledesma, Sam (October 2, 2023). "Silver and Bronze winners Gigil, Bates CHI&Partners, and TBWA\SMP rep Philippine creativity at APAC Effies". adobo magazine. Retrieved June 22, 2024.
  24. ^ "Gigil wins Clio Entertainment silver for Netflix – adobo Magazine". adobo Magazine Online. adobo magazine. November 20, 2023. Retrieved November 20, 2023.
  25. ^ "The KoolPals - Thanks, Haters! NFT". Clios. Retrieved November 20, 2023.
  26. ^ "ONE Asia Creative Awards | The One Club". www.oneclub.org. Retrieved May 29, 2024.
  27. ^ Ortiz, Nala (March 23, 2024). "Gigil, MullenLowe Treyna, and TBWA\SMP win big at the final Adfest Lotus Awards". adobo magazine. Retrieved June 22, 2024.
  28. ^ "Advanced Search – The Clios". Retrieved November 17, 2024.
  29. ^ magazine, adobo (November 24, 2024). "Gigil scores Gold at Clio Entertainment Awards – adobo Magazine". adobo Magazine Online. Retrieved November 25, 2024.
  30. ^ Shaw, Adam (June 21, 2024). "GIGIL PHILIPPINES WINS SILVER IN THE CANNES FILM LIONS: THAILAND SCORES 5 OF ASIA'S 8 BRONZE LIONS". Campaign Brief Asia. Retrieved June 22, 2024.
  31. ^ Mirano, Chaela (August 23, 2024). "Philippine agencies sweep MAD Stars 2024 with 17 wins – adobo Magazine". adobo Magazine Online. Retrieved November 17, 2024.
  32. ^ "88 Winners Crowned at the 2024 APAC Effie Awards". www.apaceffie.com. Retrieved November 25, 2024.
  33. ^ magazine, adobo (September 17, 2024). "YouTube on TV: 2x views, 50M Filipino viewers – adobo Magazine". adobo Magazine Online. Retrieved November 17, 2024.
  34. ^ "London International Awards". www.liaentries.com. Retrieved March 2, 2025.
  35. ^ "Advanced Search – The Clios". Retrieved March 2, 2025.
  36. ^ "GIGIL becomes first Filipino creative agency to win Independent Agency of the Year at ADFEST". Campaign Brief Asia. March 26, 2025. Retrieved May 3, 2025.
  37. ^ Medina, Ivan (April 29, 2025). "MullenLowe Treyna, Tribal Worldwide, Havas Ortega, Gigil, and VML Manila score metals at Spikes Asia 2025". adobo Magazine Online. Retrieved May 3, 2025.
  38. ^ "Asia scores 15 Golds at 2025 Clio Awards: Leo Thailand, Ogilvy Shanghai, Havas Creative India, Ogilvy India + Dentsu Digital Tokyo land 2 each". Campaign Brief Asia. May 1, 2025. Retrieved May 3, 2025.
  39. ^ "4As Philippines suspends Gigil over controversial Belo ad". Rappler. October 6, 2021. Retrieved November 3, 2021.
  40. ^ "Gigil ad agency apologizes for Belo Medical Group's controversial 'Pandemic Effect' ad". L!fe. The Philippine Star. Retrieved November 2, 2021.
  41. ^ Madarang, Catalina Ricci (September 1, 2021). "Belo, Hayden reluctant prior to release of #PandemicEffect ad, says Quark Henares". InterAksyon. Retrieved November 3, 2021.
  42. ^ "Exclusive: Puyat family files complaint vs ad agency suspected of doing 'Gil Tulog' signs". Rappler. July 26, 2024. Retrieved July 27, 2024.
  43. ^ Reyes, Juno (July 26, 2024). "Wellspring publicly apologizes for controversial 'Gil Tulog' street signs". Rappler. Retrieved July 27, 2024.
  44. ^ Ferreras, Vince (July 26, 2024). "Puyat family files complaint vs. ad agency over Gil Tulog campaign". GMA News. Retrieved July 27, 2024.
  45. ^ Arceo-Dumlao, Tina (March 6, 2023). "Standing proud, growing strong despite the pandemic's challenges". Philippine Daily Inquirer. p. 1. Retrieved August 26, 2023.
  46. ^ "FT ranking: High-Growth Companies Asia Pacific 2023". March 15, 2023. Retrieved May 2, 2023.
  47. ^ "Gigil is fastest-growing ad agency in APAC according to Financial Times". adobo magazine. March 27, 2023. Retrieved May 2, 2023.
  48. ^ "Campaign Brief's The Work 2023: VMLY&R Australia named APAC Agency of the Year and Ogilvy Thailand named Asia Agency of the Year. GIGIL Manila, BBDO Bangkok, DDB Mudra India and Ogilvy Taiwan make up the Top 5 from Asia". Campaign Brief Asia. August 1, 2023. Retrieved August 26, 2023.
  49. ^ "Campaign Brief Asia Creative Rankings 2023: GIGIL ranks #1 in The Philippines with Leo Burnett, BBDO Guerrero + Propel making up the top 4". Campaign Brief Asia. September 6, 2023. Retrieved September 7, 2023.
  50. ^ "Southeast Asia". Agency of the year Awards. Retrieved December 10, 2023.
  51. ^ "42nd Agora Awards celebrates Filipino marketing excellence". The Manila Times. January 20, 2024. Retrieved January 19, 2024.
  52. ^ Inquirer, Philippine Daily (February 19, 2024). "Growth Champions shine post-COVID". INQUIRER.net. Retrieved February 19, 2024.
  53. ^ Bell, Amy (March 13, 2024). "FT ranking: High-Growth Companies Asia-Pacific 2024". Financial Times. Retrieved March 19, 2024.
  54. ^ "THE WORK 2024 HOT LIST #2: GIGIL Philippines". Campaign Brief Asia. August 6, 2024. Retrieved November 17, 2024.
  55. ^ "Ogilvy Group Thailand crowned APAC Agency of the Year in Campaign Brief's The Work 2024; GIGIL Manila, DDB Mudra India, VML Australia, DDB Australia + Thinkerbell Australia make up top 6". Campaign Brief. August 9, 2024. Retrieved November 17, 2024.
  56. ^ "People: Gigil's Abesamis and Hernandez make it to Adweek's Creative 100". adobomagazine.com. June 16, 2021. Retrieved November 3, 2021.
  57. ^ "Ad agency Gigil shows creativity can't be locked down". mb.com.ph. January 19, 2022. Retrieved January 9, 2023.
  58. ^ Ledesma, Sam (September 19, 2023). "Filipino creativity takes center stage at 25th AOY Awards – adobo Magazine". adobo magazine. Retrieved September 19, 2023.
  59. ^ "Ogilvy and CHEP Melbourne emerge as APAC Effie Awards' big winners". adobo magazine. October 2, 2023. Retrieved June 22, 2024.
  60. ^ "The winners of the Boomerang Awards 2023 are in – adobo Magazine". adobo magazine. October 20, 2023. Retrieved October 21, 2023.
  61. ^ "ADFEST SPECIAL AWARDS: ADFEST ANNOUNCES THE BEST OF THE BEST". www.adfest.com. Retrieved May 3, 2025.
  62. ^ magazine, adobo (March 24, 2025). "GIGIL makes history as the first Filipino creative agency to win Independent Agency of the Year at ADFEST". adobo Magazine Online. Retrieved May 3, 2025.
  63. ^ a b "GIGIL goes back to back at #1 in Campaign Brief Asia's Creative Rankings for The Philippines: Leo Burnett Manila ranks #2 with TBWASMP at #3". Campaign Brief Asia. February 14, 2025. Retrieved March 2, 2025.
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