We congratulate all winners of the Digital Communication Awards 2025!
01. Campaigns on Trending Topics
1
Winner
DNA of Democracy
DNA of Democracy
MSL Germany, Seven.One AdFactory / Creative House, White Rabbit Budapest
DNA of Democracy has stored the 146 articles of the German constitution in synthetic DNA for its anniversary and integrated them into authentic ink. By activating prominent personalities from politics, culture and society (LinkedIn, video campaign, poster campaign, book), the campaign reminds people beyond the anniversary that democracy must be lived - and strengthens the democratic center.
2
Winner
Spirit of America
Road to Freedom
pioneer communications
„Road to Freedom“ brings WWII liberation history to Gen Z through authentic storytelling. Two content creators retraced the US Army‘s 1945 route from Normandy to Leipzig,
creating emotional social media content that reached millions. The campaign combined an interactive website, educational materials, and multimedia storytelling to make
80 years of peace tangible for young audiences.
3
Winner
Zavarovalnica Triglav / Triglav Group
Does Risk Live at Your Address?
Herman & partnerji, Media Publikum
After the devastating 2023 floods in Slovenia caused record levels of damage and revealed the vulnerability of uninsured properties, Zavarovalnica Triglav strengthened its role as an insurance provider with an innovative project to raise insurance literacy. Using a creative approach and clear messaging, the company promoted social responsibility and empowered people for a more secure future.
02. Social Media Communications
1
Winner
KAUFLAND ROMANIA
Make it work. Together.
MINIO STUDIO
Kaufland Romania tackled a recruitment crisis by empowering its diverse workforce to authentically star in TikTok-native content, embodying the "Make It Work. Together." spirit. This compelling approach generated 17M+ organic views and 400K+ interactions, decisively shifting employer perception and fostering strong internal pride.
1
Winner
Missing Billion Initiative
Dis-Inspirational Quotes by Women With Disabilities
kurio
The new report by Missing Billion Initiative shows that the global health systems are far from equal for women with disabilities. To spark change, with no budget, we hijacked a medium that is all about change: inspirational quotes. But as our report's findings were devastating, we called ours: Dis-Inspirational Quotes by Women With Disabilities. And our community loved it.
2
Winner
Unilever Deutschland
Heinz becomes Hellmann's
Edelman
In ketchup-loving Germany, Hellmann’s asked people named “Heinz” to prove their love for mayo by changing their name to “Hellmann’s” on social media. The bold, high impact campaign sparked national buzz, drove engagement, and significantly boosted brand awareness, purchase intent, and emotional connection to the brand.
3
Winner
Evonik Industries
Get Your Boost - Evonik goes eFootball with young talents and the BVB!
Evonik and the BVB are long-term partners with a close connection and similar values. The currently uncertain times create a challenging environment to attract and inspire young people as a company. Therefore, we see eFootball as an attractive channel to reach the young target group, increase our visibility and show them how to belong to something special.
Wienerberger
Brick Award 26 Submission Campaign
With the slogan "What is art without a gallery?", we transformed the Brick Award into a stage for architectural creativity. Through a curated, museum-like setting and animated artworks, we brought bricks to life as the central element.
03. Sustainability Communications
1
Winner
Husqvarna
From replace to repair
Merkle
Husqvarna’s Spare Parts Finder empowers customers to repair rather than replace, making it easier to locate and purchase spare parts through a visual, intuitive experience. The solution led to a 500%+ increase in located spare parts, 56% sales growth, and a 20% rise in satisfaction - proving that digital simplicity drives both sustainability and business impact.
1
Winner
Wildstyle Network, Zeiss Group
The Last Generation on Ice
“The Last Generation on Ice” is a global climate awareness campaign by ZEISS and polar explorer Sebastian Copeland. Combining cutting-edge optical technology with powerful storytelling, it highlights the impact of climate change in the Arctic, reaching over 68 million people and inspiring action from local students to global audiences.
2
Winner
AUMOVIO Engineering Solutions
AES' Sustainability Spotlight - From Commitment to Impact
Continental Engineering Services' Sustainability Spotlight stands apart by finding innovative engineering solutions to today’s sustainability challenges with a human-centered, impactful, and transparent approach. It highlights our inclusivity engagement, contributions to local communities, the outstanding employee involvement, and our commitment to a more social and environmentally friendly future
3
Winner
Assicurazioni Generali
Responsible Future – Time to Act
In 2024, we launched the next phase of our Responsible Future campaign to increase awareness around climate change and CO2 emission reduction. Building on the strong sustainable mindset in the Group, through Time to Act, we wanted to re-engage colleagues with a campaign that both sparks curiosity and shares insightful facts around climate change.
Boehringer Ingelheim
Boehringer Ingelheim Imagine 2024
Imagine is Boehringer Ingelheim’s sustainability story hub: showcasing the corporate strategy and progress, as well as 15 stories from 2024. The digital platform highlights the company’s commitment to enabling more health for humans, animals, communities and the planet through authentic storytelling of initiatives from around the globe, including strategic insights, metrics and achievements won.
04. Educational Content
1
Winner
YASNO
Clear Power: Making Energy Understandable during an Energy Crisis
YASNO launched an educational stream to raise public understanding of electricity and physics during Ukraine’s energy crisis. Using influencers, explainers etc, the brand made complex topics simple and engaging.
Budget: €9,000
2
Winner
BCR
ZBORThe largest youth ecosystem in Romania – A space to explore
GRAFFITI PLUS
ZBOR is Romania’s largest youth ecosystem, created by BCR to offer young people free access to education, mentorship, and community in seven cities. In just a few months, it reached over 15,000 youth and sparked a national movement, proving that empowered young people can thrive and lead their future at home.
3
Winner
Missing Billion Initiative
Dis-Inspirational Quotes by Women With Disabilities
kurio
The new report by Missing Billion Initiative shows that the global health systems are far from equal for women with disabilities. To spark change, with no budget, we hijacked a medium that is all about change: inspirational quotes. But as our report's findings were devastating, we called ours: Dis-Inspirational Quotes by Women With Disabilities. And our community loved it.
Romanian Banks Association
SAFEST JOURNEY #sigurantaonline
Brain 4 Strategy
This year, Safer Internet Day coincided with a massive subway strike. While passengers were blocked and scrolling on their phones, the Romanian Banks Association and its partners in the National Project Online Safety (sigurantaonline.ro) turned their screens into learning hubs with an interactive mobile quiz on spotting fake news — high scores where rewarded with free Uber, bus, and tram rides.
Spirit of America
Road to Freedom
pioneer communications
„Road to Freedom“ brings WWII liberation history to Gen Z through authentic storytelling. Two content creators retraced the US Army‘s 1945 route from Normandy to Leipzig,
creating emotional social media content that reached millions. The campaign combined an interactive website, educational materials, and multimedia storytelling to make
80 years of peace tangible for young audiences.
05. AI Communications & Content Creation
1
Winner
Kotanyi
Kotányi AI Chef: Enhancing Customer Connections and Product Developmen
iPROM - Retoba
Kotányi AI Chef is the first culinary AI brand ambassador, blending proprietary content with advanced prompt engineering. It delivers empathetic, personalized conversations, drives innovation, and redefines FMCG marketing. Over 15,000 chats, 38% show emotional engagement, and 3 new product proposals emerged in under 5 months.
2
Winner
Spar Slovenija
Scotty & Molly
Bright
We created a world where every moment feels like a glimpse into the (secret) everyday life with pets. We crafted a playful glimpse - inviting smiles, recognition, and warmth. AI made the un-filmable possible, enabling authentic, emotional storytelling without live animals. The result? 107,710 views for a niche product, proving the power of tech-enabled creativity and genuine connection.
3
Winner
Austrian Airlines
Johann Strauss AI Avatar
Virtual Identity
For Johann Strauss' 200th birthday, we reimagined the composer as a charming, multilingual AI avatar. Celebrating the Lufthansa Group’s global B2B presence, Strauss becomes a digital ambassador—scalable, data-driven, and emotional. A year-long travel symphony unfolds across media, positioning LHG as a pioneering innovator.
Berglandmilch eGen
Traumform
Virtual Identity, marqably
In early 2025, we celebrated Austria’s overly ambitious New Year’s fitness resolutions. On Traumform.at, users could visualise their wildest workout dreams using an unique AI tool with a selfie feature — powered by Schärdinger Proteinträume. The outcome: 6,120 generated fitness dreams (122% goal achievement), 7.46M impressions, and one clear winner — vanilla (46.8%).
IKEA
IKEA creates inspirational bedrooms with AI: DRÖM Vision
Imagine Yes, Ketchum
For World Sleep Day, IKEA launched “DRÖM” – a dreamlike image series of AI-generated bedrooms including real, shoppable IKEA products and the iconic price tags. The campaign combined sleep expertise with cutting-edge technology to reimagine home design combined with E-Commerce. A standout example of how creativity, innovation, and purpose-driven communication can elevate a timeless brand topic.
06. AI Strategy & Analytics
1
Winner
Akbank
Not Just Content: ConvoMind AI Powers Akbank’s Insight Framework
OPTDCOM TECHNOLOGY
In a world where finance ads fall silent, Akbank and ConvoMind turned whispers into strategy. Their AI didn’t just analyze data—it anticipated intent. By transforming hidden Google queries into timely, targeted content, they sparked 30K+ views, Position Zero wins, and a bold new playbook for regulated industries.
2
Winner
RWE
From hype to help: how bottom-up AI empowers RWE’s communicators
Oliver Schrott Kommunikation
Impact beyond the hype: RWE and OSK developed a secure, internal AI platform featuring task-specific GPT assistants – deliberately co-created with employees in bottom-up workshops and refined in multi-loop feedback sessions. The tool has significantly increased efficiency, quality and consistency across everyday tasks of the RWE comms team – from press releases and briefings to strategic writing.
3
Winner
Fraport Slovenija
Ljubljana Airport FLY: Reinforcement Learning Powers AI-Driven Travel
iPROM
Fraport Slovenia integrated a reinforcement learning AI into its digital advertising platform, Ljubljana Airport FLY (short: FLY), which autonomously optimizes airline ticket ads in real-time. With no budget increase, the system improved conversions by 30%, reduced CPA from €2.06 to €1.85, and sold 29,064 tickets in 2024, pioneering the region’s first AI-driven travel retail media network.
DHL Group
HI AI: Give me one more hour every day.
When drafting the text for this award application, not a single letter was generated using AI. It was written by Sonja in Berlin, Hans in Fürth and Matt in San Francisco. They spent a lot of time preparing it. For other, less-important tasks, they do use AI, and 81,000 of their colleagues around the world now work in the same way. The ultimate aim: making AI an everyday desktop tool at DHL.
tesa
AI Empowerment at tesa: Together into a Data-Driven Future
Transform tesa with AI Empowerment into an AI-enabled organization by democratizing AI access for 5,400+ employees worldwide. Our strategy combines governance frameworks, systematic qualification, and cultural change initiatives, supported by partnerships with Snowflake, SAP, and Microsoft. Results: 3,300+ Copilot users, 90,000+ monthly AI interactions, 80+ AI Ambassadors driving innovation.
07. Purpose-Driven Communications
1
Winner
The Meliore Foundation
FÜR UNS 2025 - Das größte Creator Event im politischen Kontext
FRAMEN, blogfoster / EQOLOT, inSight
"FÜR UNS 2025" united 180+ creators to counter far-right content with political infotainment on Twitch, Instagram & more. With 2.9M live viewers and 25M viewing minutes, it became the largest creator-driven political activation to date, turning entertainment into democratic engagement.
2
Winner
ELECTRICAL SAFETY FIRST
Electrical Safety First - Battery Breakdown
Our campaign seeks to save the lives of others through tangible change. After an initial launch in 2023, we ran a new phase in June 2024 focused on telling the highly emotional personal story of Scott, who lost his entire family to an e-bike battery blaze at his home. The outcomes achieved so far have significantly moved the needle for consumer safety in the UK.
3
Winner
UAB
Nordcurrent "Vilnius" promotional campaign
To promote Vilnius, we turned the global mobile game hit Cooking Fever into a virtual Vilnius restaurant—where millions cooked traditional dishes and desserts surrounded by city landmarks, colors, and cultural symbols. A purpose-driven campaign that brought Lithuania’s capital to life to millions on mobile screens worldwide.
European Flight Academy
European Flight Academy | Female Campaign
Hello Talents
With the initiative “For more women in the cockpit”, the European Flight Academy, the Lufthansa Group flight school, is encouraging young women to become pilots. The initiative includes a campaign in which real role models speak to young women, organic social media communication and events such as the Future Female Pilots Day.
Nikon
Nikon Female Facets
Burson
Nikon Female Facets empowers women in photography through inspiring workshops, mentoring, and a competition that spotlights talent. From beginners to professionals, we create a space where creative energy thrives. Our community breaks boundaries, celebrates diverse perspectives, and has awarded €20,000 in prizes across five categories.
08. Disruptive Communications
1
Winner
Fazer
I'll Just Have One Piece
kurio
On April 1st we claimed we’d done something outrageous: a one-piece chocolate tablet. And obviously, people thought it was an April Fools’ joke – and hundreds of people commenting on the Instagram post, wishing it was real. Because who hasn’t sometimes said (lied!) to themselves: “I’ll only have one piece”. But 24h later we dropped the one-piece for reals. And the internet blew up.
2
Winner
Kaufland Romania
Jobidon
V8 INTERACTIVE ADVERTISING
Jobidon is the first in-game character who isn't here to play. With the help of Jobidon, Kaufland once again used innovation as the main recruitment tool for Generation Z through a lateral approach: it naturally entered the audience's gaming universe, launching the job announcement in an unconventional way for the industry, but easily relatable for the target audience.
Al Jazeera Media Network
The Truth Uncovered: Fearless Journalism, Unfiltered Storytelling.
AKQA
In a media landscape of sensational headlines, Al Jazeera English launched The Truth Uncovered to shift perceptions and champion truth-driven journalism. Through digital-first strategies, striking visuals, social content, and OOH activations, it revealed how one word can reshape narratives—driving 60M+ impressions, a 56% credibility boost, and 77% loyalty uplift.
09. Influencer Communications
1
Winner
Carrera Toys
Carrera Racing Night
MMD Studios, ReachCon, pilot Hamburg
At the "Carrera Racing Night" on November 2, 2024, in the Carrera-WORLD in Puch near Salzburg (Austria), 16 of the most well-known and far-reaching social media stars competed against each other in an evening-long livestream. With over 420k event views and over 17 million contacts through countless social postings, the event was a huge success.
2
Winner
Philips
Goliath vs Goliath: How We Helped Philips Reclaim Market Share
Be—it Agency, the part of One Philosophy
Dyson Airwrap’s return pushed Philips off the top spot in the styler market. Our answer? Turn social media into the main channel for Philips SenseIQ—focusing on hair health and lasting styling. Since TikTok surpassed Google as the go-to platform for beauty tips, we built an ambassador community instead of a single brand page. In 2 months, we grew market share by 7.9% and closed the gap with Dyson.
3
Winner
AVM
FRITZ!Box - beating heart of the gaming ecosystem
Progress Communications
With the demand for seamless online experiences on the rise, the importance of high-quality gaming routers is set to grow further. To position FRITZ!Box as the router of choice for gamers, Progress created a brand and technical storytelling that puts the brand at the heart of the gaming ecosystem, a story that came successfully to life through events, great collabs with creators and media.
K&H Bank
Csingi's Pensioner Challenge
VML Hungary
The campaign aimed to encourage Gen Z and Millennials to prioritize retirement planning early, highlighting the financial struggles faced by the average Hungarian pensioner. The ultimate goal was to increase K&H’s client base.
Spirit of America
Road to Freedom
pioneer communications
„Road to Freedom“ brings WWII liberation history to Gen Z through authentic storytelling. Two content creators retraced the US Army‘s 1945 route from Normandy to Leipzig,
creating emotional social media content that reached millions. The campaign combined an interactive website, educational materials, and multimedia storytelling to make
80 years of peace tangible for young audiences.
10. Multichannel Communication
1
Winner
ELECTRICAL SAFETY FIRST
Electrical Safety First - Battery Breakdown
Our campaign seeks to save the lives of others through tangible change. After an initial launch in 2023, we ran a new phase in June 2024 focused on telling the highly emotional personal story of Scott, who lost his entire family to an e-bike battery blaze at his home. The outcomes achieved so far have significantly moved the needle for consumer safety in the UK.
2
Winner
Siemens
The big brand turnaround with industrial customers
The Unified Brand Campaign of Siemens Digital Industries transforms a fragmented campaign landscape into a global, always-on brand campaign with clear objectives, messages, and KPIs - with measurably significant impact: from continuously declining brand perception to 500 million impressions and 12% growth in brand awareness.
3
Winner
Exotec
Exotec’s multichannel launch: From unknown to top-3 in Benelux
Progress Communications
From newcomer to top-3 player: leveraging a smart cross-media strategy, Exotec rose rapidly in the competitive Benelux warehouse automation market. Through an overarching ‘human-first’ storytelling approach and integrated multichannel execution, Exotec established itself as a thought leader and robotics innovator - driving efficiency and dedicated to enhancing the lives of warehouse workers.
Healthy Paws
Healthy Paws - No Surprises
Agency M
Healthy Paws’ refreshed digital campaign took a lighter, more human approach to pet ownership, using humor to highlight the chaos and joy of life with pets. By reframing surprise vet bills as part of the adventure, the campaign resonated emotionally and delivered: leads rose by 58% on Google and retargeting leads jumped 194% on Meta.
Spar Slovenia
SPAR Tailormade: Inteligent Advertising Powered by 1st-Party Data & AI
iPROM
SPAR Tailormade is a pioneering advertising system integrating SPAR’s first-party data (loyalty, CRM, offline retail and online purchases) and ad data into an AI-driven ecosystem. It delivers personalized, targeted ads seamlessly across all digital channels, boosting CTR by 45%, cutting media waste by 30%, and successfully acquiring 100,000 new customers via advanced lookalike targeting.
11. Brand Campaign
1
Winner
Fazer
I'll Just Have One Piece
kurio
On April 1st we claimed we’d done something outrageous: a one-piece chocolate tablet. And obviously, people thought it was an April Fools’ joke – and hundreds of people commenting on the Instagram post, wishing it was real. Because who hasn’t sometimes said (lied!) to themselves: “I’ll only have one piece”. But 24h later we dropped the one-piece for reals. And the internet blew up.
2
Winner
Carrera Toys
Carrera Racing Night
MMD Studios, ReachCon, pilot Hamburg
At the "Carrera Racing Night" on November 2, 2024, in the Carrera-WORLD in Puch near Salzburg (Austria), 16 of the most well-known and far-reaching social media stars competed against each other in an evening-long livestream. With over 420k event views and over 17 million contacts through countless social postings, the event was a huge success.
3
Winner
AVM
FRITZ!Box - beating heart of the gaming ecosystem
Progress Communications
With the demand for seamless online experiences on the rise, the importance of high-quality gaming routers is set to grow further. To position FRITZ!Box as the router of choice for gamers, Progress created a brand and technical storytelling that puts the brand at the heart of the gaming ecosystem, a story that came successfully to life through events, great collabs with creators and media.
ALDI Nord Deutschland Stiftung
Neuanfang bei ALDI Nord - Quereinstieg mit Zukunft!
The aim was to present the ALDI North Group as an appreciative, replicated employer and to position it beyond the traditional target group. The aim was to show the diversity and development opportunities in sales and to present an attractive alternative with security, fair pay and opportunities for further development. Employer branding and recruiting were successfully combined for the first time.
Rusta Retail
Rusta Christmas Pop-Up
PR-operatørene
Every year, Rusta transforms one-third of its stores into one huge Christmas department, as this is a significant focus area for the company. 2024 marked a major milestone for Rusta – 10 years in Norway! This presented a unique opportunity to combine their traditional Christmas event with an anniversary celebration, creating something both inspiring and surprising.
12. Content Marketing
1
Winner
DHL Group
Heroes of the Peak Season: Stories from DHL’s Logistics Heart
Justaddsugar
During peak seasons, DHL employees worldwide handle immense shipping volumes under intense pressure—a massive achievement that often goes unseen. The campaign spotlighted these challenges and the people behind them through a human-first video series and short digital formats. DHL reached millions of views and strengthened appreciation for the work behind every delivery.
2
Winner
Millenniumbcp
Appropósito
According to internal data, many Millennium customers are not fully aware of everything the Millennium App has to offer. That’s precisely why it was necessary to strengthen and reinvent communication with this segment.
Transform Appropósito—an existing segment on Millennium’s social media—into a full series.
3
Winner
Evonik Industries
Real People. Real Stories. Real Impact – Part of Something Special
Grapevine Marketing
With “Part of Something Special,” Evonik shows how content marketing can build real connection. Through authentic images, real voices, and personal stories, the employer value proposition becomes tangible - emotionally engaging, strategically relevant, and visible throughout the talent journey.
Ford-Werke
Mission Machen
ODALINE
In Mission Machen YouTuber Dave visits real Ford Pro customers – roofers, painters, builders – to experience their daily grind. The result: authentic, entertaining content that boosted Ford Pro’s awareness by 67%, consideration by 60%, and led to a record-breaking +20% in vehicle sales.
13. Gen Z Communications
1
Winner
Cancer Society of Finland
Don't Be A Guinea Pig – Preventing Vaping Among Teens
Creative Day, Viestintätoimisto Manifesto
The “Don’t Be a Guinea Pig” campaign used bold AI-driven animations and social media to highlight the unknown risks of vaping. It compared teens who vape to guinea pigs—test subjects in an experiment—since the long-term effects are still unclear. Featuring relatable teen settings and feedback from youth, it reached over 34% of its audience and grew even larger by spreading beyond social media.
1
Winner
Kaufland Romania
Jobidon
V8 INTERACTIVE ADVERTISING
Jobidon is the first in-game character who isn't here to play. With the help of Jobidon, Kaufland once again used innovation as the main recruitment tool for Generation Z through a lateral approach: it naturally entered the audience's gaming universe, launching the job announcement in an unconventional way for the industry, but easily relatable for the target audience.
2
Winner
DHL
DHL eCommerce: Project 1 Million
Rheindigital
Project 1 Million: Starting out in January 2024 with 612,000 followers, we aimed to reach 1M TikTok followers and become the largest logistics channel globally on the platform. Content featuring our beloved mascot Boxie, targeted at the GenZ and audience, significantly contributed to our growth, allowing us to achieve our goal five weeks ahead of schedule in late March 2024.
3
Winner
thyssenkrupp
“thyssentim” - a teammate built for Gen Z
Aiming for Gen Z hearts with authenticity rather than boring corporate comms.
A traditional industry giant going viral with Gen Z? Sounds sus, but it is true. With its new admin “thyssentim”, thyssenkrupp (tk) has landed a hit with the young target group on threads. His posts spark likes, convos and lol-worthy moments – pulling a successful launch into digital relevance. Gen Z approved.
Deutsche Telekom
Deutsche Telekom's Summer To Remember
Mindshare
In 2024 Deutsche Telekom dared to look beyond screens, inviting Gen Z to co-create a "Summer To Remember." By fusing digital hype with electrifying real-world events, we didn't just advertise; we ignited a cultural current achieving remarkable success across multiple countries. We proved a telco brand can genuinely connect and become part of youth's most cherished, unforgettable moments.
14. TikTok Campaign
1
Winner
DHL
DHL eCommerce: Project 1 Million
Rheindigital
We aimed to reach 1M followers on TikTok and become the largest logistics channel on the platform, surpassing all competitors, including UPS, FedEx, InPost, and industry leaders like Amazon. Starting out in January 2024 with 612,000 followers, the effective execution of our content strategy, featuring our beloved mascot Boxie, allowed us to achieve our goal five weeks ahead of schedule in March.
2
Winner
Philips
Goliath vs Goliath: How We Helped Philips Reclaim Market Share
Be—it Agency, the part of One Philosophy
Dyson Airwrap’s return pushed Philips off the top spot in the styler market. Our answer? Turn social media into the main channel for Philips SenseIQ—focusing on hair health and lasting styling. Since TikTok surpassed Google as the go-to platform for beauty tips, we built an ambassador community instead of a single brand page. In 2 months, we grew market share by 7.9% and closed the gap with Dyson.
3
Winner
KAUFLAND ROMANIA
Make it work. Together.
MINIO STUDIO
Kaufland Romania tackled a recruitment crisis by empowering its diverse workforce to authentically star in TikTok-native content, embodying the "Make It Work. Together." spirit. This compelling approach generated 17M+ organic views and 400K+ interactions, decisively shifting employer perception and fostering strong internal pride.
Bertelsmann Stiftung
#Macher - the German election campaign 2.0
ENKIME, MSL Germany
The Bertelsmann Stiftung's #MACHER campaign used a TikTok sound, nano-influencers and a little courage to mobilize young voters and increase political participation in the 2025 federal elections. Creative approaches on social media created a dynamic discourse space that achieved over 6 million views and high interaction rates shortly before the election.
PT Pertamina (Persero)
ENERGIZING THE NATION THROUGH SOCIAL MEDIA: TIKTOK
As the fastest-growing social media platform, Pertamina will not neglect TikTok. Jumping into the platform was a noteworthy move for a state-owned company like Pertamina, creating more personalized content, especially for the Gen Z audience, the main player on TikTok. From riding the trend wave to dialog with the audience, Pertamina energizing the nation through TikTok with widespread content.
15. Boldest Campaign
1
Winner
Unilever Deutschland
Heinz becomes Hellmann's
Edelman
In ketchup-loving Germany, Hellmann’s asked people named “Heinz” to prove their love for mayo by changing their name to “Hellmann’s” on social media. The bold, high-impact campaign sparked national buzz, drove engagement, and significantly boosted brand awareness, purchase intent, and emotional connection to the brand.
2
Winner
E.ON
Netropolis
Power lines and substations are rarely noticed—or are perceived negatively—in the landscape. We change the perspective in a bold, exaggerated and astonishing way: for example, it's not the Alpine peak that's the attraction, but the high-voltage line in the foreground. This campaign invites users to discover “the real sights” – and several million people spontaneously booked a virtual vacation.
3
Winner
Generali Austria
Growing beyond yourself requires security
Frames Network, Virtual Identity
"Growing beyond yourself requires security." or "Über sich hinauswachsen braucht Sicherheit" is Generali’s bold answer to the invisibility of women’s achievements in Austria. We spotlight real female customers as they grow beyond themselves—with the safety of strong insurance behind them. The campaign inspired millions and celebrated true greatness, on and off the stage.
16. Small Budget Campaign
1
Winner
Cancer Society of Finland
Don't Be A Guinea Pig – Preventing Vaping Among Teens
Creative Day, Viestintätoimisto Manifesto
The “Don’t Be a Guinea Pig” campaign used bold AI-driven animations and social media to highlight the unknown risks of vaping. It compared teens who vape to guinea pigs—test subjects in an experiment—since the long-term effects are still unclear. Featuring relatable teen settings and feedback from youth, it reached over 34% of its audience and grew even larger by spreading beyond social media.
2
Winner
Halkbank
Start-up Garage
McCann DOOEL
Start-up Garage turned the most overlooked real estate in the Balkans (garage doors) into powerful, high-visibility media placements. With zero paid media and a minimal production budget, Halkbank used a deeply local insight to reach communities in a direct, culturally resonant way.
3
Winner
Geben für Leben - Leukämiehilfe Österreich
Save More Than Just Your Love Life
Polarfux, Steamaudio, Virtual Identity, Lily Ammann
We transformed dating apps into life-saving platforms. With just €2,000, we launched “Save More Than Just Your Love Life” on Lovoo, using humor and emotional storytelling to raise awareness for stem cell donation. The campaign reached over 575,000 people and achieved a 6.22% CTR — 13x the industry benchmark.
Centre for Russian Studies - Kyiv
Ukraine War - Day-by-Day
TMA Communications
Produce a daily news- bulletin/ briefing document titled Ukraine War – Day-by-Day - using information published by Pravda Ukraine. These include war, political and economic stories; data verified by the Armed Forces of Ukraine of Russian losses, killed and injured from the start of the war and the current year. Ukraine losses are used when announced by President Zelenskyy
Wienerberger
Brick Award 26 Submission Campaign
With the slogan "What is art without a gallery?", we transformed the Brick Award into a stage for architectural creativity. Through a curated, museum-like setting and animated artworks, we brought bricks to life as the central element.
17. Storytelling
1
Winner
Millenniumbcp
Appropósito
According to internal data, many Millennium customers are not fully aware of everything the Millennium App has to offer. That’s precisely why it was necessary to strengthen and reinvent communication with this segment.
Transform Appropósito—an existing segment on Millennium’s social media—into a full series.
2
Winner
Spirit of America
Road to Freedom
pioneer communications
„Road to Freedom“ brings WWII liberation history to Gen Z through authentic storytelling. Two content creators retraced the US Army‘s 1945 route from Normandy to Leipzig,
creating emotional social media content that reached millions. The campaign combined an interactive website, educational materials, and multimedia storytelling to make
80 years of peace tangible for young audiences.
3
Winner
Deutsche Zentrale für Tourismus
Grimm's Quest
Bitteschön.tv, SHANGHAI.BERLIN Neue Marken-Kommunikation
With Grimm's Quest, the German Fairytale Route comes to life. Gamification makes the germany.travel content interactive, while retaining its typical character through the design and modern 3D paper figures. The project combines tradition with future-oriented tourism and presents the German Fairytale Route as a vibrant destination for international guests, reaching thousands of potential visitors.
E.ON
Netropolis
Power lines and substations often go unnoticed or are seen negatively. The “Netropolis” campaign changes that through storytelling: not the Alpine peak, but the high-voltage line becomes the attraction. Users are invited to discover “the real sights” – and millions spontaneously booked a virtual vacation with one click.
Electrical Safety First
Electrical Safety First - Harmless
"Harmless" is an emotionally driven, drama-led approach, with the key driving concept being impactful storytelling with a dramatic twist. Instead of being overly informative or preachy, our story affects the audience emotionally before they become aware of the potential dangers hiding in plain sight.
18. Contest & Game
1
Winner
Deutsche Zentrale für Tourismus
Grimm's Quest
Bitteschön.tv, SHANGHAI.BERLIN Neue Marken-Kommunikation
With Grimm's Quest, the German Fairytale Route comes to life. Gamification makes the germany.travel content interactive, while retaining its typical character through the design and modern 3D paper figures. The project combines tradition with future-oriented tourism and presents the German Fairytale Route as a vibrant destination for international guests, reaching thousands of potential visitors.
2
Winner
UAB
Nordcurrent "Vilnius" promotional campaign
To promote Vilnius, we turned the global mobile game hit Cooking Fever into a virtual Vilnius restaurant—where millions cooked traditional dishes and desserts surrounded by city landmarks, colors, and cultural symbols. A purpose-driven campaign that brought Lithuania’s capital to life to millions on mobile screens worldwide.
3
Winner
Hillshire® Snacking
Hillshire® Snacking Gifts Bite-Sized Moments of Parent Time Off
Ketchum
Whether at home, at work or on the sidelines, parents are scheduled to the max and snacks are a reward, a break, a moment of bliss. Hillshire® Snacking set out to gift 1,000 parents their own Parent Time Off - complimentary home cleaning - with an integrated campaign that drove 4% sales volume increase, 386M impressions, 185K engagements, and 1,700 submissions over a 14-day period.
19. Talent Attraction & Corporate Culture
1
Winner
Wärtsilä
Fuel your power - Wärtsilä's employee advocacy programme
Wärtsilä’s Employee Advocacy Programme turns employees into global brand storytellers. Launched in 2024 to amplify our Employee value proposition EVP “Fuel Your Power”, it grew from zero to 270 advocates in 44 countries. Introduced during a year of strong cultural momentum and record business performance, it helped position Wärtsilä alongside much larger talent competitors, without external spend.
2
Winner
Kaufland Romania
Jobidon
V8 INTERACTIVE ADVERTISING
Jobidon is the first in-game character who isn't here to play. With the help of Jobidon, Kaufland once again used innovation as the main recruitment tool for Generation Z through a lateral approach: it naturally entered the audience's gaming universe, launching the job announcement in an unconventional way for the industry, but easily relatable for the target audience.
3
Winner
IKEA
Celebrate what unites us: A movie by co-workers for co-workers
2wei audio, Zauberberg Productions, thjnk
When celebrating 50 years of IKEA in Germany we wanted to put those into spotlight for the first time who represent the values of IKEA culture every day: our co-workers!
The result: A film that touches hearts and unites people - internally and externally.
As our co-worker Soraya said: "It's hard to put into words. It is just a great feeling. It's family – it's everything!
Allianz
Attracting & Engaging Talent with Olympic Spirit
For an organization with 157,000 employees across the globe, the Paris 2024 Games represented a unique opportunity for unity, engagement and employer branding like no other. As the Official Insurer, Allianz embarked on the “Road to Paris” with talent and employee targeted activities in 60+ markets to celebrate lifetime experiences, such as being torchbearers, and hire athletes as employees.
ScottishPower
Powering green careers
A small-budget digital communications campaign, which utilised launch moments, creative video content and trending styles to drive forward the ScottishPower employer brand.
It brought potential candidates behind the scenes and put existing employees front and centre to help build an employer brand within a competitive industry and increase applications to our early careers training programmes
20. B2B Communications
1
Winner
Siemens
The big brand turnaround with industrial customers
The Unified Brand Campaign of Siemens Digital Industries transforms a fragmented campaign landscape into a global, always-on brand campaign with clear objectives, messages, and KPIs - with measurably significant impact: from continuously declining brand perception to 500 million impressions and 12% growth in brand awareness.
2
Winner
Austrian Airlines
Johann Strauss AI Avatar
Virtual Identity
For Johann Strauss' 200th birthday, we reimagined the composer as a charming, multilingual AI avatar. Celebrating the Lufthansa Group’s global B2B presence, Strauss becomes a digital ambassador—scalable, data-driven, and emotional. A year-long travel symphony unfolds across media, positioning LHG as a pioneering innovator.
3
Winner
Exotec
Exotec’s multichannel B2B launch: From unknown to top-3 in Benelux
Progress Communications
From newcomer to top-3 player: leveraging a smart cross-media strategy, Exotec rose rapidly in the competitive Benelux warehouse automation market. Through an overarching ‘human-first’ storytelling approach and integrated multichannel execution, Exotec established itself as a thought leader and robotics innovator - driving efficiency and dedicated to enhancing the lives of warehouse workers.
LUIS Technology
CHANGE OF FOCUS: LUIS reimagined for B2B
TIMUNDTOM
The relaunch of luis.de reflects the strategic repositioning of LUIS Technology as a development partner for OEMs and industry leaders. Designed with a sharp technological focus and user-centered structure, the site enhances brand perception and supports consideration in complex B2B decision-making processes.
MAN Truck & Bus
MAN 360° eMobility Webinar
MMK - Messmer und Meyer Agentur für Kommunikation
The MAN 360° E-Mobility Webinars are a strategically designed dialogue platform accelerating the transition to electric mobility in heavy-duty transport. With practical use cases, in-depth technical insights and interactive formats, they effectively engage key stakeholders across the value chain—driving measurable impact in sales and brand trust.
21. Public Dialogue & Advocacy
1
Winner
DNA of Democracy
DNA of Democracy
MSL Germany, Seven.One AdFactory / Creative House, White Rabbit Budapest
DNA of Democracy has stored the 146 articles of the German constitution in synthetic DNA for its anniversary and integrated them into authentic ink. By activating prominent personalities from politics, culture and society (LinkedIn, video campaign, poster campaign, book), the campaign reminds people beyond the anniversary that democracy must be lived - and strengthens the democratic center.
2
Winner
Cefic
The Antwerp Declaration: A community united for EU's industrial future
The Antwerp Declaration turned a European industrial crisis into a united, continent-wide response. Organically coordinated by Cefic and backed by 1,300+ signatories, it built a unique, cross-sector community—SMEs, corporates, unions, academia—mobilised through open dialogue, shared ownership, and grassroots activation across 25+ sectors.
3
Winner
BDLI (German Aerospace Industries Association)
Future starts above
MSL Germany
Security and industrial policy were central to the German coalition negotiations. To ensure that its positions play a part in the political debate, the BDLI launched a targeted campaign that highlighted the industry's role in these policy fields. Hinging on a coordinated LinkedIn activation, Out of Home and media relations, the campaign placed the BDLI issues high on the coalition’s agenda.
Centre for Russian Studies - Kyiv
Ukraine War - Day-by-Day
TMA Communications
Produce a daily news- bulletin/ briefing document titled Ukraine War – Day-by-Day - using information published by Pravda Ukraine. These include war, political and economic stories; data verified by the Armed Forces of Ukraine of Russian losses, killed and injured from the start of the war and the current year. Ukraine losses are used when announced by President Zelenskyy
Missing Billion Initiative
Dis-Inspirational Quotes by Women With Disabilities
kurio
The new report by Missing Billion Initiative shows that the global health systems are far from equal for women with disabilities. To spark change, with no budget, we hijacked a medium that is all about change: inspirational quotes. But as our report's findings were devastating, we called ours: Dis-Inspirational Quotes by Women With Disabilities. And our community loved it.
22. Corporate Social Responsibility
1
Winner
LC Waikiki
LCW Limitless
DESİBEL AJANS
LCW Limitless was designed with each piece featuring different functional attributes, focusing on the insights of disabled individuals and the challenges they face while dressing. We named the collection LCW Limitless, inspired by the idea of removing limitations. Through the slogan "If You Want, There Are No Limits," we aimed to help disadvantaged individuals feel more confident in their clothing
2
Winner
Wildstyle Network, Zeiss Group
The Last Generation on Ice
“The Last Generation on Ice” is a global climate awareness campaign by ZEISS and polar explorer Sebastian Copeland. Combining cutting-edge optical technology with powerful storytelling, it highlights the impact of climate change in the Arctic, reaching over 68 million people and inspiring action from local students to global audiences.
3
Winner
LC Waikiki
Hatay Surf Center
DESİBEL AJANS
The Hatay Surf Center project, sponsored by LC Waikiki, aims to provide a solution for young people aged 13-16 in the Samandağ region who were affected by the 2023 earthquake. The project focuses on integrating these young people back into social life and building their self-confidence by introducing them to the therapeutic benefits of surfing.
23. Internal & Change Communications
1
Winner
Rio Tinto
Element: The new intranet experience
D6 Consulting, Dash & Kane
The Element intranet was transformed from an outdated platform into a modern, user-friendly digital front door to Rio Tinto—simplifying access to information, supporting global teams with multilingual content, and enabling self-service. It’s boosted employee satisfaction, improved engagement, and created a more connected, efficient workplace.
2
Winner
ING BANK ROMANIA
30 YEARS OF ANNIVERSARY OF ING BANK IN ROMANIA
In 2024, ING Romania turned 30 and threw a one-year work party that included rooftop concerts, rap battles performed by Board Members, a dedicated Cover Magazine, surprise DJ sets and a 2000-employees internal festival. More than a corporate anniversary, the year-long campaign sparked real pride, boosted clarity on ING’s future strategy and got the +2500 employees hyped about their Life @ING.
3
Winner
Assicurazioni Generali
Complexity and Bureaucracy DETOX Program
The “Complexity and Bureaucracy DETOX Program” was designed thanks to the feedback of all the colleagues around the Group, through a dedicated Poll and focus groups, that collected insights from 20,000 employees with the aim to gather more insights to reduce the complexity and bureaucracy in the daily corporate process.
IKEA
Celebrate what unites us: A movie by co-workers for co-workers
2wei audio, Zauberberg Productions, thjnk
When celebrating 50 years of IKEA in Germany we wanted to put those into spotlight for the first time who represent the values of IKEA culture every day: our co-workers!
The result: A film that touches hearts and unites people - internally and externally.
As our co-worker Soraya said: "It's hard to put into words. It is just a great feeling. It's family – it's everything!
RWE
From hype to help: how bottom-up AI empowers RWE’s communicators
Oliver Schrott Kommunikation
Empowerment beyond the hype: RWE and OSK developed 19 AI assistants – co-created with employees in bottom-up workshops, through hands-on testing and collaborative feedback. The project sparked enthusiasm for AI, fostered new digital skills, and significantly increased efficiency, quality and consistency across the comms team’s everyday tasks, from press releases and briefings to strategic writing.
24. Community Engagement Campaign
1
Winner
TUI
Community Management from the heart – even with the CEO
Good community management in our global social media presence needs to be personal, interculturally compatible and fun. What if we boosted the narrative around TUI, so that even the CEO would enjoy engaging with the community. After just a few months, he is known for his extremely approachable appearance on his LinkedIn profile. He is also the first German CEO to successful with his own WhatsApp.
2
Winner
SPAR
Dubai Leberkäse – A Slice of Real-Time Entertainment
A fictional Leberkäse, a real-time sensation: We turned an April Fools’ prank into a viral community moment. With witty, fast, and personal replies, we transformed buzz into meaningful interaction – boosting engagement and brand visibility. A showcase of sharp-witted entertainment and community management at its best.
3
Winner
Evonik Industries
Become a Career Ambassador - become #PartofSomethingSpecial!
Let's unite, positive-minded colleagues! Through our global Career Ambassador Program, we connect and educate those excited about their jobs, empowering them to share with colleagues and candidates in the digital world. Together, we create a superforce that is supported, seen, and heard, driving change based on our core values and employer promise: #PartofSomethingSpecial. More than 2,700 joint!
25. Website (Corporate, Microsite, Career)
1
Winner
Allianz
Next-Gen Recruitment: Allianz All-in-One Talent Ecosystem
Allianz redefined recruitment marketing by integrating Phenom, Datapeople, Pathmotion, and Alexa into SAP SuccessFactors—creating a seamless, AI-powered candidate journey. From inclusive job ads to voice-guided interview prep and real employee insights, we deliver a global hiring experience that is fast, personal, and consistent.
2
Winner
TUI
TUIgroup.com: A corporate website worthy of a global leader in tourism
Websites can still be cool! TUI's corporate website needed a refresh - and its brand new, modern and impressive design delivers on everything a modern website should be - as well as on the numbers. With a focus on storytelling and live events, a nine times higher visit duration and a quadrupling of views is a great proof that stakeholders from across the world love the new website.
3
Winner
SEB Life and Pension Baltic
SEB Next Generation Pension - breaking pension myths
Element Digital, Magic Agency
A simple solution for a complex issue. SEB Next Generation Pension webpage is packed with unique features that include digitally native onboarding journey, innovative promotion approaches via explicit and direct wake up calls based on pre-existing pension myths. Touch and feel of the fully digital onboarding process was made simple and intuitive. It takes only 3 clicks and 3 minutes to subscribe.
LUIS Technology
CHANGE OF FOCUS: LUIS reimagined for B2B
TIMUNDTOM
The relaunch of luis.de reflects the strategic repositioning of LUIS Technology as a development partner for OEMs and industry leaders. Designed with a sharp technological focus and user-centered structure, the site enhances brand perception and supports consideration in complex B2B decision-making processes.
Wiethe Content
Video first – product videos boosting e-commerce
The Video first campaign and the associated website impressively communicate how important product videos are for online shops. The site presents best-practice films from well-known customers and the benefits of videos. These can increase conversion by over 300%, as shown by collected data. Interested parties can reach experts from the Wiethe Content team with just a few clicks.
26. Digital Media & Content
1
Winner
European Investment Bank
Invested in Renewables
The Invested in Renewables content series details the future of energy--from wind to solar, geothermal to biomass and wave--as well as innovations in battery storage, and highlights the history of green energy, too. Through blog, podcast, video, and mixed-media social content, the series brings key information about the importance of the green transition to a range of audiences across platforms.
2
Winner
TUI
TUI Palma Marathon 2024: Worldwide reach, celebrating running
NoLimit Film
October 2024: After a 10-year break, TUI is FINALLY the title sponsor of the TUI Palma Marathon Mallorca again. On site: 35,000 runners and fans. The livestream of the event thrills viewers worldwide, offering behind-the-scenes insights, live interviews and camera shots in TV quality. The livestream generates so much enthusiasm that the TUI Palma Marathon 2025 is already almost sold out.
3
Winner
BDLI (German Aerospace Industries Association)
Future starts above
MSL Germany
Security and industrial policy were central to the German coalition negotiations. To ensure that its positions play a part in the political debate, the BDLI launched a targeted campaign that highlighted the industry's role in these policy fields. Hinging on a coordinated LinkedIn activation, Out of Home and media relations, the campaign placed the BDLI issues high on the coalition’s agenda.
Mast-Jägermeister
BEYOND CORPORATE MONOLOGUE: Jägermeister's Townhall Show
Klenk & Hoursch
Jägermeister reimagined their traditional townhall format to introduce the strategic topic "Consumer Centricity." Instead of informational livestreams, they created an emotional film production with show elements, AI components, and consumer statements, hosted in a bar. The 109-minute blockbuster-style show achieved impressive engagement and overwhelmingly positive feedback.
Evonik Industries
Real People. Real Stories. Real Impact – Part of Something Special
Grapevine Marketing
“Part of Something Special” is Evonik’s new digital content ecosystem: authentic, modular, multichannel and international. The campaign thrives on real voices and smart storytelling, from reels and interviews to behind-the-scenes moments, creating meaningful content that connects and resonates.
27. Film & Video
1
Winner
DNA of Democracy
DNA of Democracy
MSL Germany, Seven.One AdFactory / Creative House, White Rabbit Budapest
DNA of Democracy has stored the 146 articles of the German constitution in synthetic DNA for its anniversary and integrated them into authentic ink. By activating prominent personalities from politics, culture and society (LinkedIn, video campaign, poster campaign, book), the campaign reminds people beyond the anniversary that democracy must be lived - and strengthens the democratic center.
2
Winner
Electrical Safety First
Electrical Safety First - Harmless
"Harmless" is an emotionally driven, drama-led approach, with the key driving concept being impactful storytelling with a dramatic twist. Instead of being overly informative or preachy, our story affects the audience emotionally before they become aware of the potential dangers hiding in plain sight.
3
Winner
BMW M
BMW M Electrified: The Next Level in Driving Dynamics
ATTIC Film
BMW M Electrified is a bold, behind-the-scenes documentary series offering unprecedented access to BMW M’s top-secret development of high-performance electric vehicles. With over 140 million views, it’s the brand’s most successful content in five years, boosting global engagement and shifting sentiment toward the future of electromobility.
Clean Air Fund
Stories of impact from clean air changemakers
Rooftop Productions
A video campaign showcasing clean air changemakers' stories of impact in 4 countries for #WorldCleanAirDay. To generate support and funding for tackling air pollution, the videos present advocates explaining clean air action and sharing their experiences driving change in their communities. The videos attracted 5,239 organic views and 9,850 sponsored views (to 75%) across YouTube, LinkedIn and X.
Generali Austria
Growing beyond yourself requires security
Frames Network, Virtual Identity
"Growing beyond yourself requires security." or "Über sich hinauswachsen braucht Sicherheit" is Generali’s bold answer to the invisibility of women’s achievements in Austria. We spotlight real female customers as they grow beyond themselves—with the safety of strong insurance behind them. The campaign inspired millions and celebrated true greatness, on and off the stage.
28. Video Series
1
Winner
DHL Group
Heroes of the Peak Season: Stories from DHL’s Logistics Heart
Justaddsugar
During peak seasons, DHL employees worldwide handle immense shipping volumes under intense pressure—a massive achievement that often goes unseen. The campaign spotlighted these challenges and the people behind them through a human-first video series and short digital formats. DHL reached millions of views and strengthened appreciation for the work behind every delivery.
2
Winner
BMW M
BMW M Electrified: The Next Level in Driving Dynamics
ATTIC Film
BMW M Electrified is a bold, behind-the-scenes documentary series offering unprecedented access to BMW M’s top-secret development of high-performance electric vehicles. With over 140 million views, it’s the brand’s most successful content in five years, boosting global engagement and shifting sentiment toward the future of electromobility.
3
Winner
Ford-Werke
Mission Machen
ODALINE
In Mission Machen YouTuber Dave visits real Ford Pro customers – roofers, painters, builders – to experience their daily grind. The result: authentic, entertaining content that boosted Ford Pro’s awareness by 67%, consideration by 60%, and led to a record-breaking +20% in vehicle sales.
European Investment Bank
The Things We Take For Granted
The video series showcases how the European Investment Bank (EIB), as a key financier of major infrastructure projects, operates behind the scenes to facilitate many aspects of daily life that we often take for granted. Through personal stories the series emphasizes the impact of these essential infrastructures on our ability to achieve our goals, find fulfilment, and enhance our quality of life.
Millenniumbcp
Appropósito
According to internal data, many Millennium customers are not fully aware of everything the Millennium App has to offer. That’s precisely why it was necessary to strengthen and reinvent communication with this segment.
Transform Appropósito—an existing segment on Millennium’s social media—into a full series.