INNOCEAN Seoul named Agency of the Year + Grey Advertising Hong Kong’s “Pantene Pet Pit” wins Best of Show at 2025 ONE Asia Creative Awards
Grey Advertising Hong Kong took home the prestigious Best of Show at the 2025 ONE Asia Creative Awards for its Pantene campaign “Pantene Pet Pit,” created in collaboration with Shanghai PUSU Advertising Co., Ltd Shanghai. The work also earned Best of Discipline in Social Media, along with a Gold and Bronze, cementing Grey’s position among the region’s top creative performers.
They were joined by INNOCEAN Seoul, who based on total wins this year were named 2025 ONE Asia Agency of the Year, and other top winners from 14 countries and regions across APAC, as this year’s ONE Asia Creative Awards celebrated the very best creative work produced in the region.
INNOCEAN Seoul picked up two Best of Discipline wins — in Branded Entertainment and Creative Effectiveness — working with Markenfilm Asia Seoul, and Stannum Seoul for “Night Fishing” on behalf of Hyundai Motor Company. The entry received a total of two Golds, four Silvers, two Bronze, and three Merits.
Grey Advertising Hong Kong’s “Pantene Pet Pit” also earned Best of Discipline in Social Media, along with a Gold and Bronze.
Other leading entrants are as follows:
• Independent Agency of the Year: Motion Sickness Auckland
• Brand-Side Agency of the Year: Our LEGO Agency Shanghai
• Brand of the Year: Hyundai Motor Company
• Non-Profit Client of the Year: Whānau Ora
• Production Company of the Year: Whitecoat Productions Singapore
• Agency Network of the Year: Ogilvy Group
• Agency Holding Company of the Year: WPP
• Highest Ranked Work: “Night Fishing” for Hyundai Motor Company by INNOCEAN Seoul with Markenfilm Asia Seoul and Stannum Seoul
• Marketer of the Year: Sungwon Jee, Senior Vice President, Global CMO, Hyundai Motor Company
This year’s ONE Asia jury, made up of leading creatives from 12 countries and regions across APAC, selected Best of Discipline winners in seven disciplines, as follows:
• Branded Entertainment: INNOCEAN Seoul with Markenfilm Asia Seoul, and Stannum Seoul ”Night Fishing” for Hyundai Motor Company
• Creative Effectiveness: INNOCEAN Seoul with Markenfilm Asia Seoul, and Stannum Seoul ”Night Fishing” for Hyundai Motor Company
• Direct Marketing: Ogilvy Singapore with FVSE – Music x Sound Agency Singapore and Whitecoat Productions Singapore “Verified” for Vaseline
• Film & Video: Leo Thailand Bangkok with FACTORY O1 Bangkok and Krungsri First Choice Bangkok “Patient” for Krungsri First Choice
• Moving Image & Sound Craft: Tsuzuku Tokyo with TYO monster Tokyo and BELIFT LAB Seoul “ILLIT ‘LITTLE MONSTER’” for HYBE
• Out of Home: VML Manila Makati City with Greenbulb Communications Quezon City “KitKat Break Bar” for Nestlé Philippines (KitKat)
• Social Media: Grey Advertising Hong Kong Limited Hong Kong with Shanghai PUSU Advertising Co., Ltd Shanghai “Pantene Pet Pit” for Pantene
ONE Asia 2025 Special Awards
The 2025 ONE Asia Green award winner was TBWA\SMP Makati City with How’s Everything? Makati City for “Washtag Nation” on behalf of Sixfifty Trading Corporation.
This year’s ONE Asia Sustainable Development Goals (SDG) award, created in cooperation with the United Nations Office for Partnerships and nonprofit PVBLIC Foundation to reward agencies and brands for work that betters the world and contributes to securing a sustainable future for all, went to:
• Motion Sickness Auckland “The Māori Roll Call” for Whānau Ora
• MullenLowe TREYNA Makati City “The Right to Care Card” for Quezon City Gender and Development Council
The leading ONE Asia Gold winner this year was Ogilvy Singapore with four, all for Vaseline “Verified”. INNOCEAN Seoul and Leo Thailand Bangkok picked up two Golds each.
A total of 19 Gold, 42 Silver, 53 Bronze, and 76 Merits were awarded this year to agencies and brands in 14 countries and regions across APAC: Australia, China, Hong Kong SAR China, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Sri Lanka, Taiwan, and Thailand.
Other Gold winners from Asia included: VML Thailand for “KFC Spicy Relief Hotline”, Dentsu Creative Taiwan for “Unfreeze My Rights”, VML & Ogilvy Japan for “After Class Refresh”, VML Manila for “KitKat Break Bar”, TBWA\Hakuhodo for “Smart Eye Camera”, MullenLowe Lintas Group for “DawAI Reader”, Tsuzuku Tokyo for “ILLIT ‘LITTLE MONSTER’” and Grey Advertising Hong Kong’s Best of Show winner, “Pantene Pet Pit”.
The complete showcase of all ONE Asia 2025 winners can be viewed here.