adobo LIA Young Creative Competition 2026 winners from EON Group prove that they can what AI can’t with ‘diskarte’

The adobo LIA Young Creative Competition 2026 gathered a new generation of Filipino creatives following the brief “You Can What A.I. Can’t,” highlighting the irreplaceable power of human thinking —rooted in intuition, emotion, originality, and lived experience.

Organized by adobo magazine in partnership with the London International Awards and the Design Center of the Philippines, this year’s competition expanded its reach to include participants from design studios, marketing agencies, and production houses, aged 21 to 34.

Contestants were challenged to create an A2 poster based on the official brief, using their preferred medium. Entries could be drawn, painted, printed, inked, etched, knitted, tie-dyed, or stained.

From 85 entries and 170 participants across 27 companies, the competition produced a wave of thoughtfully crafted, handmade submissions — making the judging process especially challenging. 

Leading the jury was Badong Abesamis, Founding Partner at GIGIL, joined by other distinguished industry leaders: Angie Tijam-Tohid, Executive Creative Director at Havas Ortega Group; Chino Jayme, Executive Creative Director at Ogilvy Philippines; Dante Abelarde, Executive Creative Director at McCann Worldgroup Philippines; David Guerrero, Creative Chairman at BBDO Guerrero; Greg Martin III, Executive Creative Director at Ace Saatchi & Saatchi; Jerry Hizon, Chief Creative Officer at Dentsu Creative Philippines; Joe Dy, Chief Creative Officer at VML Manila; Executive Director at the Design Center of the Philippines; Paul Vincent Mercado, Senior Director of Marketing & External Relations at Ayala Foundation; Pepe Torres, Group Chief Marketing Officer at MAYA; Raoul Panes, Chief Creative Officer at Publicis Groupe Philippines; and internationally recognized Illustrator and Graphic Designer Raxenne Maniquiz. 

Selecting the best among deeply human, beautifully executed, original work proved to be difficult, but the jury drew on their collective expertise to arrive at the following winners:

Bronze

“The Malasakit Receipt” by Girlies Against The Machine of NuWorks Interactive Labs

Team Members: Mary Stephanie Luisse M. Cases and Cielo Erikah Mae J. Cinco

Inspired by handwritten receipts from MSMEs, the work captures everyday acts of care and empathy that power local businesses, emphasizing that while AI can deliver efficiency, it cannot replicate malasakit or genuine human care.

Silver

“Generated Ideas Never Got Chewed Over” by Team LUH Peace of JSR Group

Team Members: Donovan Adams Aguilos and John Howard Platon

Using pencils whose edges appear visibly chewed, this entry reflects the internal struggle of creatives. It sends a simple yet potent message: shaping strong and unique ideas with doubt, reflection, and persistence is something AI cannot replicate.

Gold

“Pinoy Life Strategy” by Team Basura Gurls of EON Group

Team Members: Arthel Tagnipez and Ginoe Ojoy

Recognized for its clarity, cultural insight, and execution, the work centers on diskarte, a uniquely Filipino mindset rooted in resourcefulness. Using discarded electronic parts, it presents a layered narrative about human ingenuity evolving beyond technology.

The Gold-winning entry also received the Client’s Choice Award from the Design Center of the Philippines. 

In his acceptance speech, Ginoe Ojoy of Team Basura Gurls, with palpable emotion, said, “Wala pa po akong napapalunan sa buong buhay ko (I have never won anything in my life),” expressing his deep gratitude and joy upon receiving the honors.

He, along with his partner, Arthel Tagnipez, will get a slot in the Creative LIAisons Program in Las Vegas, which will take place in either September or October 2026.

They will stay at the Encore Wynn Hotel, which is considered one of the top hotels in Vegas. LIA will shoulder the flight and hotel accommodations for the two winners. 

Due to the outstanding display of creativity and talent, the London International Awards decided to send both the Silver and Bronze awardees to join the LIAisons Virtual Program, a global one-to-one virtual coaching and networking program that gives emerging talent access to industry leaders and global mentorship.

The following entries were likewise shortlisted for this year’s adobo LIA Young Creative Competition: 

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• “Hidden Costs” by Team Lyn from Las Veygas Mowdels of Ogilvy Manila
• “The Rarest Bird in the World” by Team Las Vegas Mowdels of TBWA\SMP
• “Pushed, Not Prompted.” by Team LA Mowdels of Dentsu Creative Philippines
• “IMPRINT” by Team Obsidian of Hakuhodo BCI
• “The Art of Looking” by Team The Mad Papa of BBDO Guerrero
• “Manu-Mano Banana” by Team Manu-Mano of Dentsu Creative Philippines
• “AI Can’t Make Friends” by Team Bespren of BBDO Guerrero
• “AHA! Moment” by Team MadJas of Ace Saatchi & Saatchi

For the past 14 years, adobo Magazine and the London International Awards have championed young talent through the adobo LIA Young Creative Competition. Previously open only to advertising agencies, and 4As Philippines and DMAP members, the 2026 competition cast a wider net to welcome participants from design studios, marketing agencies, production houses, and even PR and communications firms. And while this year’s entries carried the same bold energy from familiar names, the winners proved that cutting-edge creativity and the ability to craft original concepts and executions know no bounds, thriving well beyond traditional spaces.

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Win a trip to Las Vegas — prove the power of human creativity at the adobo LIA Young Creative Competition 2026

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