# Gigil

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

## Background

Gigil was founded by Badong Abesamis, Herbert Hernandez, and Isabel Prollamante. 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.
After Prollamante left for abroad, Gigil appointed Jake Yrastorza as Managing Partner.
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.
In January 2023, Gigil announced its expansion to the United States and Canada by opening offices in Los Angeles, New York, and Toronto.

## Notable campaigns

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. 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. 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.
Gigil's Studs campaign in 2019 for Levi's Philippines won a silver award for Fashion & Beauty at the 2019 Clio Awards. 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.
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. 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.
Gigil did a marketing campaign for the Singaporean Netflix animated series Trese in 2021.
Gigil's Party campaign in 2022 for Cheers, won a bronze award for Film at the Cannes Lions 2022. Gigil also won silver awards from the London International Awards (LIA) in 2022 for their Cheers Party and Orocan Pail campaigns.
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.
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. The campaign won a bronze in the Clio Sports Awards.
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.
Gigil won a silver in the Clio Entertainment Awards for a billboard campaign for Netflix's title Glass Onion in 2023. 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.
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.
Gigil won a gold for its 4Dish Pot campaign for Netflix under the Outdoor Lotus category. The same campaign also won a gold and a silver in the Clio Entertainment Awards in 2024.
Gigil's Summer campaign in 2024 for Grab, won a silver award for Film at the Cannes Lions 2024. The same campaign also won a silver and a crystal award in Korean advertising festival MAD STARS in 2024.
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.
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.
In 2024, Gigil won a bronze in the London International Awards for the creative strategy of CoCo Tea Cool.
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.

## Controversies

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. Gigil and the Belo Medical Group promptly issued an apology and vowed to be more sensitive and inclusive in their advertising practices moving forward.
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.

## Industry recognition

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.
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.
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. Badong Abesamis and Herbert Hernandez were also declared the Philippines' Most Awarded Creative Directors.
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.
In 2024, Gigil was awarded by the Philippine Marketing Association's Agora Awards as Marketing Agency of the Year. 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. 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.
In 2024, Australian-based Campaign Brief The Work ranked Gigil the No. 2 creative agency overall in the Asia Pacific region. The agency was ranked No. 1 in the Philippines.

### Awards and recognition

The following are honors Gigil received as an advertising agency rather than for a specific campagin.
Accolades received by Gigil :
| Year | Award | Category |
| 2020 | Campaign's Agency of the Year Awards | Philippines Independent Agency of the Year |
| 2020 | Campaign's Agency of the Year Awards | Philippines Creative Agency of the Year |
| 2021 | AdAge Small Agency Awards | International Small Agency of the Year |
| 2023 | Association of Accredited Advertising Agencies of the Philippines (4As Philippines) Agency of the Year Awards | Independent Agency of the Year |
| 2023 | Association of Accredited Advertising Agencies of the Philippines (4As Philippines) Agency of the Year Awards | Media Agency of the Year: Best in Media Creativity |
| 2023 | Association of Accredited Advertising Agencies of the Philippines (4As Philippines) Agency of the Year Awards | Independent Agency of the Year for Best in Market Performance |
| 2023 | Association of Accredited Advertising Agencies of the Philippines (4As Philippines) Agency of the Year Awards | Independent Agency of the Year for Best in Market Performance |
| 2023 | Association of Accredited Advertising Agencies of the Philippines (4As Philippines) Agency of the Year Awards | Independent Agency of the Year for Best in Management of Business |
| 2023 | Association of Accredited Advertising Agencies of the Philippines (4As Philippines) Agency of the Year Awards | Independent Agency of the Year for Best in Creative |
| 2023 | Asia Pacific Effie Awards | Independent Agency of the Year – 2nd place |
| 2023 | Boomerang Awards | Agency of the Year |

### Rankings

* Campaign Brief Asia Creative Rankings Agency (Philippines)
** 1st (2023)
** 1st (2024)