Filipino Digital Creativity Shines at DMAP Boomerang Awards 2025

Winners of the Young Innova and Young Lotus categories of DMAP’s Sari-Sari DYC 2025, awarded during the Boomerang Awards 2025

The Boomerang Awards 2025 once again celebrated the best of Filipino digital creativity and innovation. Held in October 2025 at the Sheraton Manila Hotel in Pasay City, the event gathered the country’s most talented minds in marketing and advertising to honor exceptional digital storytellers and creative professionals.

Organized by the Digital Marketing Association of the Philippines (DMAP), this year’s Boomerang Awards featured SARI-SARI DYC 2025 — a dynamic showcase of young digital talents. The event united a diverse mix of creative professionals and emerging innovators who embody the spirit of collaboration, creativity, and inclusivity in the digital industry.

A Celebration of Creativity and Collaboration

The evening opened with DMAP President Miko David, who welcomed participants and commended their creativity and hard work throughout DYC DMAP 2025.

“This is a great combination of hard work, collaboration, and passion,” said David. “I’m so happy with the results and with this event that continues to celebrate the creativity, resilience, and innovation of Filipino digital professionals who push boundaries every year.”

The program also recognized winners from two key competitions — Young Lotus and Young Innova — who will soon carry the flag of Filipino creativity to international stages.

Young Lotus Category: Propel Manila Leads the Way

In the Young Lotus category, Arvin Chingcuanco and Sofia Jayme of Propel Manila emerged as champions and will represent the Philippines at ADFEST 2026 in Pattaya, Thailand (March 19–21, 2026).

Also recognized for their creative strength and outstanding presentations were Marco Robillos and Michaela Macalinao of Propel Manila, along with Jeremiah Capacillo and Kezia Brana, and Christian Malli and Mico Benitez of NuWorks, who all impressed judges with their innovative storytelling and strategic thinking.

Young Innova Category: Lennon Group Earns the Gold

Taking home the Gold award in the Young Innova category were Franc Mangahas and Eri Carunungan of Lennon Group, who will represent the Philippines at SXSW 2026 in Austin, Texas (March 12–18, 2026).

They were joined by fellow finalists Vinnie Pacleb and James Mendoza of TBWA\SMP, and Trixie Boñales and Jox Gonzales of Dentsu Creative Philippines, who were also commended for their original concepts and forward-thinking approach that highlight the evolution of digital marketing.

“The brief was tough but exciting; it made us think beyond the usual,” said Mangahas. “Winning Gold and representing the Philippines at SXSW 2026 feels surreal. We’re thrilled to learn, connect, and bring that global perspective back home.”

“It’s an incredible honor,” added Carunungan. “Competing again after years in the industry reminded me how fun and rewarding this work can be. I’m proud to represent our team and the local creative community on the SXSW stage.”

A Trophy That Embodies ‘Sari-Saring’ Creativity

Bringing a touch of artistry to the celebration, this year’s Boomerang Awards trophies were designed by MOLD — a creative jar filled with miniature trophies inspired by prestigious global awards, symbolizing the winners’ “sari-saring awards.”

“These trophies perfectly capture what the Boomerang Awards stand for,” said DMAP President Miko David. “They remind us that creativity comes in many forms, and tonight, we’re honoring the sari-saring ideas that continue to elevate the Philippine digital industry. The work we celebrate tonight reflects our collective drive to tell meaningful stories, powered by collaboration and innovation.”

Continuing the Legacy of Filipino Digital Excellence

The Boomerang Awards 2025 once again cemented its reputation as the country’s benchmark for digital marketing excellence, shining a spotlight on the next generation of Filipino talents ready to take their creativity to the world stage in 2026.

The DMAP Sari-Sari DYC 2025 was co-presented by Ayala Foundation, Meta, and Maya, in partnership with Investing in Women, Ad Standards Council, AdFest, and The One Show.

Special thanks go to media partners The Pod Network, EON, MMGI, and Adobo Magazine, and creative collaborators Tony&, MOLD, Bluespark, and Lit Lab Studios. The event was made possible with the support of Arsys Media, Oddefy, PepsiCo, Monde Nissin, NutriAsia, Rice in a Box, Ella the Robot Barista, Pernod Ricard, Chowking, Shakey’s, Angkan, and Maynilad.

Stay tuned for the next round of DYC 2025 competitions and upcoming DMAP events through their official website, Instagram, and Facebook pages.