As the new year opens, brands are looking for smarter ways to grow, stand out, and win. For Mandaue Foam, 2025 began with exactly that kind of momentum.
Mandaue Foam’s “Steal” campaign with independent creative agency, GIGIL, emerged as one of the Philippines’ most awarded advertising campaigns, setting a strong tone for what’s possible when bold creativity meets brave partnership.
Description: Mandaue Foam’s Managing Director, Ryan Robinson Uy, with the GIGIL team as he receives the Cannes Lions and D&AD awards.
Founded in 1971, Mandaue Foam has grown from a family-run mattress maker into a trusted Filipino home store brand, offering affordable furniture and home essentials nationwide.
As it entered 2025, the challenge was clear: how could the brand reintroduce itself to a new generation as more than just a mattress company?
Through the “Steal” campaign, Mandaue Foam refreshed its image by highlighting its quality, value, and wide catalog of over 5,000 home items. Told as a cinematic heist, the film showed burglars discovering that everything they touch multiplies.
“Having the client’s full trust during production doesn’t necessarily make things easier,” said Saeid Saleh, Associate Creative Director. “If anything, it puts even more pressure on the team to deliver.”
At the 2025 Cannes Lions International Festival of Creativity, the campaign earned a Bronze Lion, marking recognition from what is widely regarded as the “Oscars of Advertising.” Cannes Lions is the world’s most prestigious platform for celebrating excellence in global advertising.
“Steal” was also recognized at D&AD 2025, receiving one Graphite Pencil and one Wood Pencil. Headquartered in the United Kingdom, D&AD is known as the toughest creative awards show in the industry, spotlighting ideas that redefine craftsmanship.
At the 2025 Clio Awards, the campaign received a Bronze. The Clios celebrate bold ideas across advertising and communications, recognizing campaigns that influence the future of the industry.
The campaign earned a Silver at the London International Awards, one of the world’s most respected shows that honor outstanding creativity in advertising, design, and communications.
In regional recognition, the work received four acceptances in Campaign Brief Asia’s THE WORK 2025. THE WORK is a curated showcase of the best ads from the Asia-Pacific region, published by Campaign Brief, a leading source for industry news and award coverage.
At MADSTARS 2025, the campaign secured one Gold, one Silver, and one Crystal, with the international festival celebrating the intersection of creativity and technology across global advertising and marketing.
The work also received a Silver at ADFEST 2025, Asia’s only international creative festival, which brings together the region’s most outstanding advertising, marketing, and production work.
Locally, the campaign was recognized at the 2025 Boomerang Awards, earning Silver and Black honors. Organized by the Digital Marketing Association of the Philippines (DMAP), the Boomerang Awards celebrate the country’s most innovative and effective digital campaigns.
Description: Artist’s rendition of the burglar in ‘Steal,’ overwhelmed by the amount of trophies awarded, following the film’s release.
More importantly, the award-winning campaign boosted the business of Mandaue Foam. Following the film’s launch, they recorded a 221% surge in online sales, a 63.22% increase versus the same period in 2023, and its highest online sales performance in two years. It was a clear demonstration that creativity drives real growth.
As brands look toward the year ahead, the success of Mandaue Foam offers a powerful case study in momentum: a clear business challenge, a brave creative idea, and a collaborative partnership built for long-term success.
For brands looking to create great work that wins, connect with Duke De Ramos at [email protected].
