Filipino Creative Leader Judges Cannes Lions' Gaming Campaigns in 2025
Raoul Panes, Chief Creative Officer at Publicis Groupe Philippines and Leo Manila, recently served as a jury member at the 2025 Cannes Lions International Festival of Creativity. He joined a diverse group of global experts to judge the Entertainment for Gaming category, evaluating how brands engaged with gaming communities.
The competition showcased innovative campaigns that blended creativity, commercial success, and deep gaming knowledge. Panes' involvement also highlighted the growing influence of Southeast Asia in the gaming and advertising industries.
The judging process brought together strategists, gamers, creatives, and planners from around the world. Their task was to assess entries based on three key criteria: how well brands connected with gaming audiences, enhanced the gaming experience, and achieved measurable business results. Discussions were intense, with jurors sharing stories and debating the impact of each campaign before reaching a consensus.
Among the standout winners was Mercado Livre's *Call of Discounts*, which took home the Grand Prix. The campaign cleverly used Call of Duty's Prop Hunt mode, featured footballer Neymar, and offered time-limited discounts—driving both engagement and sales. Burger King's *Burger to King* and Ikea's *The Co-Worker* also impressed, proving that deep game knowledge and unique player experiences could yield strong results. Panes noted that the most memorable entries either educated players about social issues, used game mechanics in unexpected ways, or embraced bold, playful ideas. He advised brands to avoid exaggerated claims and instead focus on crafting authentic, well-researched case studies. His participation underscored the region's potential, as he encouraged creatives to explore local gamer behaviours and cultural nuances for future campaigns. The jury's final selections celebrated work that pushed boundaries in gaming creativity. The process itself was described as collaborative and passionate, with a shared sense of satisfaction in recognising campaigns that made a real impact.
The 2025 Cannes Lions Entertainment for Gaming category set a high standard for how brands can engage with gaming communities. Winning campaigns like Call of Discounts demonstrated the power of blending gameplay, celebrity influence, and commercial strategy.
Panes' role as a Filipino judge also put a spotlight on Southeast Asia's creative potential in gaming. His advice and the jury's decisions will likely shape how agencies approach gaming campaigns in the years ahead.
