Filipino advertising agency GIGIL earned international recognition at the 2024 Clio Entertainment Awards, taking home gold and silver for its campaign promoting Netflix’s Replacing Chef Chico.
The event, held on Nov. 14 in Hollywood, celebrates excellence in entertainment marketing across film, television, live events, and gaming.
GIGIL’s “4Dish Pot” campaign, designed for the Philippine series “Replacing Chef Chico,” won gold in the Out of Home category and silver in Experiential and Activations. The centerpiece of the campaign was a 24-foot interactive installation at Glorietta Mall in Manila that combined LED screens, smoke effects, and a vibrating floor to simulate a giant boiling pot of kare-kare, a traditional Filipino dish.
The innovative campaign drew thousands of visitors, generated over 5.5 million online views, and $144,500 in earned media value, propelling the Netflix series to the No. 1 spot in the Philippines and sustaining a Top 10 presence for six weeks.
“This recognition highlights how immersive storytelling can create meaningful connections with audiences,” said GIGIL Managing Partner Jake Yrastorza. “We’re especially proud to elevate Filipino creativity to a global stage through this campaign.”
The experiential activation was the first of its kind for Netflix Philippines. It engaged mall-goers with multi-sensory effects, including the aroma of kare-kare, while lead actors Piolo Pascual, Alessandra de Rossi, and Sam Milby appeared on screens to simulate dropping ingredients into the pot.
Earlier this year, GIGIL earned accolades at Korea’s MAD STARS festival for campaigns with Grab and Closeup. It was also ranked as the No. 1 agency in the Philippines and No. 2 in the Asia-Pacific region by Campaign Brief’s The Work.
“This win highlights the growing influence of Filipino creativity on the global stage,” Yrastorza added. “It’s a testament to how ideas deeply rooted in our culture can resonate universally.”
Replacing Chef Chico, a drama series celebrating Filipino culinary traditions, served as the ideal canvas for GIGIL’s groundbreaking activation. The campaign demonstrated how culturally inspired ideas can deliver strong business results, solidifying GIGIL’s reputation as a leader in experiential marketing.
The Clio Entertainment Awards, established in 1971, is often referred to as the “Oscars” of creative marketing.
