Mandaue Foam’s Managing Director, Ryan Robinson Uy, with the GIGIL team as he receives the Cannes Lions and D&AD awards.
As brands enter a new year searching for smarter ways to grow and stand out, Mandaue Foam started 2025 with rare momentum—powered by fearless creativity and a partnership that delivered both acclaim and results.
Its “Steal” campaign, created with independent creative agency GIGIL, quickly became one of the most awarded Philippine advertising campaigns on the global stage, proving what can happen when trust meets ambition.
Founded in 1971, Mandaue Foam has evolved from a family-run mattress maker into a nationwide Filipino home store brand, offering more than 5,000 furniture and home essentials. But as 2025 approached, the brand faced a familiar challenge: how to reintroduce itself to a new generation as more than just a mattress company.
The answer came in the form of a cinematic heist.
Artist’s rendition of the burglar in ‘Steal,’ overwhelmed by the amount of trophies awarded, following the film’s release.
In “Steal,” burglars break into a Mandaue Foam store—only to discover that everything they touch multiplies. The playful twist became a visual metaphor for the brand’s depth, value, and unexpectedly wide catalog, reframing Mandaue Foam as a complete home destination rather than a single-category brand.
“Having the client’s full trust during production doesn’t necessarily make things easier,” said Saeid Saleh, Associate Creative Director at GIGIL. “If anything, it puts even more pressure on the team to deliver.”
Deliver they did.
At the 2025 Cannes Lions International Festival of Creativity, the campaign earned a Bronze Lion—recognition from what is widely regarded as the Oscars of advertising. It also picked up a Graphite Pencil and a Wood Pencil at D&AD, known as the industry’s most exacting benchmark for creative excellence.
The wins continued with a Bronze at the Clio Awards, a Silver at the London International Awards, and four acceptances at Campaign Brief Asia’s THE WORK 2025, a curated showcase of the region’s best advertising.
On the international festival circuit, “Steal” also secured one Gold, one Silver, and one Crystal at MADSTARS, and a Silver at ADFEST. Closer to home, it earned Silver and Black honors at the 2025 Boomerang Awards, organized by the Digital Marketing Association of the Philippines.
Beyond trophies, the campaign delivered what matters most: growth. Following the film’s release, Mandaue Foam recorded a 221 percent surge in online sales, a 63.22 percent increase versus the same period in 2023, and its strongest online performance in two years. The results underscored a simple truth—when creativity is rooted in strategy, it drives real business impact.
As brands map out the year ahead, Mandaue Foam’s “Steal” stands as a clear case study in momentum: a defined business challenge, a brave creative leap, and a collaborative partnership built on trust.
For brands looking to create work that wins attention, earns recognition, and delivers growth, connect with Duke De Ramos at duke@gigil.com.ph.
