Inside the jury room: VML Manila’s Joe Dy on the winning ideas that defined One Asia 2025
After spending three days immersed in the best work Asia has to offer, VML Manila CCO Joe Dy returns from the One Asia Creative Awards with renewed admiration for the region’s creativity. Here, Dy reflects on the campaigns that rose to the top.
After spending a weekend in Seoul judging some of the region’s top creative work for One Asia, I came away inspired, entertained and of course, envious. It‘s always fascinating to see how creativity across the region continues to evolve – with ideas ranging from the profound to the delightfully absurd. Sitting on this year’s jury offered not just a front-row seat to some of the best work in the region, but also an inspiring reminder of how diverse our industry’s imagination can be.
Much has been said about the likes of “Vaseline Verified” and Hyundai’s Night Time Fishing, two pieces of work out from 2025 that have consistently stood out through most shows in 2025. Both ideas are perfect examples of putting the product at the center of the execution and creating a totally fresh experience around it.
Two of the most delightfully silly entries that had me in stiches were the “Comments Section” film for Meat and Livestock Australia’s Lamb campaign, and Krungsri First Choice’s “Patient.”
“Comments Section” was brilliantly written, nuanced and packed with mini stories and call back humor. One of the tightest scripts I’ve encountered in years and really made me envious that we didn’t do it. Exquisitely stupid (I mean that as a compliment) and deliciously cheeky in all the right places. Every punchline is well thought out, the spot is peppered with gags and callbacks from end to end.
The mad men behind the Krungsri “What The Fast” campaign were at it again, this time with “Patient.” If you haven’t seen it, keep an eye out for the pièce de resistance towards the end with the stamp. Superb crafting.
There was some discussion among jurors that we need less serious and more silly in our output as an industry. Less overthink and more crazy-think. These two certainly delivered on that expectation.
The Philippines was well represented this year, with some work performing exceptionally well. 20 finalists for the country (third overall, if I recall correctly) is a pretty good finish. While I feel some personal favorites could’ve done better, the discussions were quite fair and objective, with reasonable points raised. It’s always gratifying to see work from our nation going toe to toe with some of the region’s (and the world’s) best.
On the unserious front, BBDO’s “Do The Dew” for Mountain Dew, Gigil’s “Michelle Lyn” for Jiang Nan and “Himala” for RC Cola got some pretty good laughs in my jury as well.
The judging itself was easily one of the most enjoyable, most pleasant jury weekends I’ve ever experienced. One Asia and BlackCat really took care of us, and the judging system was quite smooth and intuitive. The diverse mix of jurors also made for a rich, robust exchange of perspectives. Definitely made me rethink some of my views on the work.
It was a privilege to be part of such a dynamic jury and to witness the level of craft and imagination on display. After all the judging, debates, and rewatches, one thing’s clear: creativity across the region is in very good hands. If this year’s work is any indication, the future will be equal parts bold, heartfelt, and delightfully unhinged.
