ONE Asia Creative Awards 2025 wraps up two days of judging at the Shilla Hotel in Seoul

Judging for the 2025 ONE Asia Creative Awards concluded in Seoul after two days of intense discussion and passionate debate. A jury of dozens of the region’s top creative leaders gathered at The Shilla Hotel to select this year’s winners, capping off a judging experience filled with insight, cultural exchange, and creative camaraderie.

Closing the sessions, Kevin Swanepoel, CEO of The One Club for Creativity, praised the jury for their dedication.

“It’s amazing to see judges dive deep into the work, concentrating so hard on each piece,” said Swanepoel. “The insights, attention to detail, and focus on each category were outstanding. The process was “intense, honest, and deeply rewarding, and I’m confident the right pieces of work stood out.”

The 2025 jury brought together top creative leaders from across Asia-Pacific and beyond. Here’s what they had to say about their experience:

Andrea Choi, Creative Director, Omelette Digital, Hong Kong SAR, said: “What’s unique about ONE Asia is that we come from different backgrounds but share many similarities. It helps us connect faster and see creativity through multiple lenses. The sense of community here is unlike any other show.”

Joe Dy, CCO, VML Manila, said: “I love that ONE Asia judging moves from country to country. You don’t just judge work-you experience culture. That’s what makes it special. Each city gives the show a new energy.”

Paul Gregson, Creative Director, Bear Meets Eagle on Fire, Sydney, said: “It’s refreshing to see people come here with open minds. Everyone’s honest about the work and respectful of each other’s opinions. The focus is always on championing great ideas.”

Emir Shafri, CCO, Publicis Groupe Malaysia, said: “Because ONE Asia judging moves from city to city, each judging brings a different soul. Seoul added a creative vibrancy that made this year especially meaningful.”

Ross Taylor, Group ECD, Havas Play London, said: “It’s an honor to be here. I’ve met people I’ll stay in touch with for years. It’s rare to feel this kind of connection in an awards setting.”

Noel Bunting, CCO, Publicis London, said: “There’s such richness and diversity here. It’s inspiring to see how ideas are approached differently across Asia. It expands how you think about solving problems.”

Justina Zun-Zun Chang, Global Integrated Art Director at Hakuhodo Inc., Tokyo, said: “From the ‘Five Senses’-inspired tote bag to the hospitality, everything showed care and creativity. It made the judging process both inspiring and personal.”

Tammy Sheu, Founder, CEO, Banana Balloon, Shanghai, said: “People spoke freely, sharing views based on their cultural experiences. It felt honest and collaborative. Everyone had space to contribute.”

Phannika Vongsayan, Group CEO, TBWA\Thailand, said: “We didn’t just judge ideas. We exchanged cultures. Everyone tried to listen, understand, and learn. It felt like a true sense of Asia, where our differences make us stronger.”

Abigail Aquino, CCO, MullenLowe TREYNA, Makati, said: “Asian creativity deserves to be celebrated together. We need to challenge, learn, and celebrate as one community. That’s how the rest of the world will understand what makes our creativity unique.”

Matty Burton, Group CCO, DDB Aotearoa and DDB Australia, said: “You learn so much about people through their work. Seeing how creativity reflects culture is eye-opening. It’s inspiring to see ideas that are deeply local still connect universally.”

Mayu Iida, Copywriter, Dentsu Inc., Tokyo, said: “The sense of humor and timing of laughter were the same among people from different countries. It showed that creativity really can transcend language.”

The week ended with dinner at HOME Korean Cuisine, a restored hanok in Seoul’s Samcheong-dong district. The event, sponsored by Black Cat White Cat Music, brought together judges, guests, and members of the local creative community. The restaurant blended traditional Korean design with a modern menu and wine pairing, creating the perfect atmosphere to close out the judging week.

During the dinner, Seiya Matsumiya, Co-founder and CEO of Black Cat White Cat Music, said: “We started the week at a modern venue and later explored Seoul’s authentic side. Tonight, we bring both worlds together. When you think of your time here, I hope you remember it with a sense of oneness. And when we miss each other, you can always come home.”

This year’s Seoul edition, themed around the five senses, was made possible with the support of Black Cat White Cat Music, whose sponsorship and creative partnerships added a distinctive sound and spirit to the event.

More coverage here.