2025 Winners
WINNER: Linked by Love
Brand: Cartier
Entered by: T Brand Studio, New York Times Advertising
Credits: WPP Media
Judges’ Comments: This campaign resonated deeply with judges on an emotional level through its beautiful execution built on strong consumer insights. The full-funnel approach enhanced by machine learning algorithms impressed judges, alongside the remarkable effort of sourcing 100 unique love stories. The judges particularly commended the native branded distribution and the strategic partnership between Cartier and The New York Times.
WINNER: Ending HIV: The Road to 2030
Brand: Gilead
Entered by: POLITICO
Credits: Toast Productions
Judges’ comments: This campaign delivered significant social impact with measurable results, successfully engaging policymakers during a particularly crowded media environment. The judges praised its compelling emotional storytelling paired with high-quality production values that drove meaningful engagement and clear outcomes.
HIGHLY COMMENDED: Unlock Your Potential: Invest in Ireland
Brand: IDA Ireland
Entered by: Reuters
Credits: One Core, Untold Fable
Judges’ comments: The campaign showcased compelling video content and storytelling that effectively represented diverse industry sectors. The judges were particularly impressed by the tailored approach for the Japanese market, demonstrating sophisticated targeting that delivered impressive results.
WINNER: Banking is our Craft
Brand: UBS
Entered by: Publicis ULABS
Credits: Publicis ULABS (Spark Foundry, Publicis, Digitas), Prophet
Judges’ comments: The judges recognised this campaign’s exceptional bravery in redefining how financial services approach market engagement. The versatile platform successfully accommodated different activations across diverse audiences, demonstrating long-term strategic thinking and trust in partners to communicate stories authentically within their native environments.
HIGHLY COMMENDED: UBS x New York Times: Craft Matters
Brand: UBS
Entered by: T Brand Studio, New York Times Advertising
Credited: Publicis ULABS (Spark Foundry, Publicis Media)
Judges’ comments: This campaign impressed judges with its unexpected and bold strategic approach. The multi-platform execution featured unique, audience-tailored content for each channel, while the talent selection demonstrated particular courage and nuanced understanding of different market segments.
WINNER: The Exponential Era
Brand: Nokia
Entered by: Wavemaker
Credits: Bloomberg, Cube Studio, Active Theory, Ogilvy
Judges’ comments: The judges praised this truly integrated campaign that delivered strong business results across multiple platforms, demonstrating seamless coordination and strategic execution throughout all touchpoints.
HIGHLY COMMENDED: Phishing for the C-Suite: How “Trust No One” engaged everyone
Brand: Zscaler
Entered by: Financial Times
Judges’ comments: This campaign created an immersive experience that masterfully transformed dense, technical content into accessible information for all audiences. The judges appreciated the simple messaging executed with precision, making complex cybersecurity concepts easily understandable for non-experts while maintaining engagement throughout.
WINNER: The Open Assignment
Brand: Destination Canada
Entered by: National Geographic &The Walt Disney Company
Credited: Initiative Canada
Judges’ comments: The judges celebrated this campaign as National Geographic delivering their signature storytelling excellence. The authentic portrayal of Indigenous Canada through seasonal narratives, featuring genuine explorers and influencers, impressed with its comprehensive metrics and successful engagement across multiple channels and audience segments.
WINNER: Linked by Love
Brand: Cartier
Entered by: T Brand Studio, New York Times Advertising
Credits: WPP Media
Judges’ comments: This campaign resonated deeply with judges on an emotional level through its beautiful execution built on strong consumer insights. The full-funnel approach enhanced by machine learning algorithms impressed judges, alongside the remarkable effort of sourcing 100 unique love stories. The judges particularly commended the native branded distribution and the strategic partnership between Cartier and The New York Times.
SPECIALIST CATEGORIES
WINNER: Picture of Health
Brand: Bupa UK
Entered by: National Geographic
Judges’ comments: This campaign successfully redefined perceptions of health through an unexpected partnership that stood out in a crowded healthcare communications landscape. The judges praised the simple yet beautifully executed idea that remained authentic to both brands while offering a fresh perspective on wellness.
HIGHLY COMMENDED: Uber X Netflix Squid Game 2
Brand: Netflix
Entered by: Uber Advertising
Credited: Uber Advertising, Netflix & Subtropic Studios
Judges’ comments: The judges appreciated the intelligent use of the consumer journey and the campaign’s fun approach to fan engagement. This collaboration delivered mutual benefits for both brands while effectively positioning Uber as a sophisticated advertising partner.
WINNER: A Sea of Change
Brand: Mercator Ocean (Copernicus)
Entered by: BBC StoryWorks
Credits: Design & Data
Judges’ comments: This campaign impressed judges by transforming vast, complex data into digestible, compelling statistics. The high-quality content featured a narrative that transcended traditional audience boundaries, creating human connection that inspired learning and action. The strategic use of stock footage demonstrated how creative thinking can maximise limited budgets.
WINNER: Ending the Epidemic
Brand: ViiV Healthcare
Entered by: Publicis Media – Platform GSK
Credits: CNN, Publicis Media Content, Publicis Media
Judges’ comments: The judges praised the campaign’s strategic alignment with significant cultural moments, including the US election campaign and Olympics coverage. The breadth of contributors and multi-channel approach delivered impressive results, successfully meeting all benchmarks while achieving measurable opinion change.
WINNER: Forbes 30/50 Summit
Brand: Forbes
Entered by: Forbes
Judges’ comments: This event successfully brought together diverse communities with remarkable credibility. The judges were impressed by the diversity of speakers across backgrounds and age groups, the bold choice of location, and the meaningful highlighting of STEM connections for women in the region.
WINNER: The Sustainability Atlas
Brand: Infosys
Entered by: Infosys
Judges’ comments: The judges recognised this as a genuine partnership that combined Infosys’ technological capabilities with The Economist’s data credibility. The campaign successfully transformed complex data into simple, engaging content that made sustainability information both accessible and compelling.
WINNER: Christoph Woermann, CMO Corporate Bank at Deutsche Bank
We’re delighted to announce that Christoph Woermann, CMO Corporate Bank at Deutsche Bank has been voted the winner of the 2025 Content Leadership & Innovation Award. Nominated by World Media Group members, this honour is awarded to the individual recognised by peers for talent in creating exemplary content-driven campaigns that demonstrate brand bravery, creativity, and innovation.