We had the opportunity to interview one of the remarkable jury members for the Festival of Media APAC Awards 2025 Jay Cunanan. She takes a moment to spotlight some of the standout media campaigns from the past year, discusses the shifts she believes are needed in the industry, and shares expert advice for those aiming to impress at this year’s APAC Awards. Her perspective is both insightful and inspiring for all aspiring entrants.
What is your favourite media campaign of the last 12 months and why?
One campaign that really stood out to me was Dove’s “Real Virtual Beauty.” It tackled the issue of unrealistic beauty standards in the digital world, especially for young girls. I loved how it paired innovation with a meaningful message—it wasn’t just creative but also socially impactful.
What, in your opinion, separates a good campaign from an award-winning campaign?
To me, an award-winning campaign has that extra spark is not only creative and innovative but also delivers a measurable impact. It goes beyond being clever or beautiful and it connects emotionally or culturally in a way that truly resonates.
What advice would you give to agencies or brands submitting campaigns into The Festival of Media APAC Awards programmes?
Tell a clear, compelling story. Don’t just list metrics—show how the campaign solved a problem or tapped into an insight in a unique way. Also, be sure to focus on what makes it stand out from the rest.
What one thing would you like to see change in the industry over the next 12 months?
I’d love to see more emphasis on sustainable media strategies—campaigns that aren’t just effective but also contribute to long-term, meaningful change.
What emerging trends or innovations have you observed in media campaigns this year?
Social commerce has been huge this year, with brands integrating shopping experiences directly into social platforms like TikTok and Meta. Also, the use of AI to create more personalized and dynamic content has been really exciting to watch.
