MANILA, PHILIPPINES – MullenLowe TREYNA has bagged the only Gold award for the Philippines at the New York Festivals Advertising Awards 2025, for its campaign Scoliosis #StripesFitCheck under the Social Media & Influencer: Best Use – Small Budget/Big Idea category.

The winning campaign, created in partnership with the Department of Health and Philippine Spine Society, cleverly used a Gen Z fashion trend (the striped shirt fit check) to spark a nationwide scoliosis screening movement. The campaign tapped TikTok creators to raise awareness on scoliosis detection through a fun, easy self-check using striped shirts. Watch the case video here.

 

Abi Aquino, Chief Creative Officer of MullenLowe TREYNA, shared her pride in the win:

“We’re incredibly proud of how this idea came to life. The #StripesFitCheck campaign proves that accessibility doesn’t have to be complicated or expensive. Sometimes, the simplest ideas rooted in cultural truths can lead to the biggest change.”

 

In addition to the Gold win, MullenLowe TREYNA also earned finalist honors for its work on Animals for Animals, a campaign for Marine Wildlife Watch of the Philippines. This campaign used pet influencers and playful social media storytelling to raise awareness for marine wildlife conservation, capturing the imagination of audiences and the NYF jury alike. The campaign video may be viewed here.

 

 

The dual recognition is a testament to MullenLowe TREYNA’s consistent creative impact, delivering powerful stories with purpose, regardless of budget size.