Beautiful Evolution (2024)

The theme and art direction of the 4A's Agency of the Year Awards have been the same since the beginning: overall black and gold, lines, and a bit of bokeh. So when we were tasked to pitch a theme for its 25th year, we deliberately strayed away from the usual and created an imagined lore, filled with evolved creatures. An idea that captures how everyone in the Philippine advertising industry has had to step up their game over the past 25 years to survive and succeed in an environment that’s always evolving.  

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 “In the end, Beautiful Evolution was a clear winner as it was the only one that, “really hit a chord and caused palpable excitement in the room.” - Kat Gomez Limchoc (Executive Creative Director)

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We even described these creatures’ characteristics and turned that concept into a board game.   

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