WINNERS ANNOUNCED in The 16th Annual INTERNATIONALIST AWARDS for INNOVATIVE DIGITAL MARKETING SOLUTIONS!
Digital marketing innovation has evolved beyond mere technological implementations to focus on meaningful solutions with measurable societal and business impacts.
This year’s winners demonstrate:
- Successful campaigns increasingly leverage gaming platforms for social causes, integrate AI to deliver culturally relevant personalization, and emphasize deep cultural authenticity.
- Cross-platform integration ensures consistent narratives across channels, while sustainability and health-tech innovations align consumer values with business goals.
- Real-time data usage, participatory campaigns targeting Gen Z, and purpose-driven marketing further highlight the shift toward user-centered, impactful strategies.
The most effective campaigns solve real problems, maintain authentic connections with their audiences, and deliver tangible results.
By combining technology with cultural and social relevance, these innovations set new benchmarks for engagement and scalability, signaling a shift toward more holistic and purpose-driven marketing practices.
SEE LIST OF WINNERS
TWO GRAND PRIX WINNERS
This year, two initiatives achieved the high honor of being named Grand Prix winners. Given that the Internationalist Awards for Digital Marketing Solutions are based on a point-scoring system and all case studies compete equally across all classifications, there is no preset number of winners for any award designation. This year’s two Grand Prix focus on saving lives, but they do so in very different ways.
Anzen Health – 855-HOW-TO-QUIT-(OPIOIDS); Submitted by MEDIAPLUS Germany
British Heart Foundation– Streams of (Un)consciousness; Submitted by PHD UK
The 855-HOW-TO-QUIT campaign by Anzen Health tackled the U.S. opioid crisis, where over 6.1 million people struggle with opioid use disorder and fatal overdoses occur every six minutes, by transforming addiction into an opportunity for recovery. It innovatively repurposed mandatory pill imprint codes as hotline extensions, enabling immediate, personalized support when individuals were most vulnerable. Data-driven outreach tailored messaging to regions with high opioid misuse, while survivor stories shared through the helpline offered relatability and hope. Strategically placed ads near pharmacies and addiction hotspots further reinforced the campaign’s relevance.
Within four weeks, the campaign reached 137 million people, received 8,000 helpline calls, facilitated 3,600 treatment referrals, and secured nearly $300,000 in public funding. It created a scalable, globally adaptable model for addressing addiction and inspiring recovery by leveraging existing resources and forming partnerships with NGOs and influencers.
The British Heart Foundation’s (BHF)”Streams of (Un)consciousness” campaign creatively engaged Gen Z by leveraging Twitch, a popular gaming platform, to promote its RevivR CPR training tool. Fourteen high-profile streamers, with a combined audience of 11 million, simulated sudden cardiac arrest disruptions during live streams, mirroring the unpredictability of such events and immediately capturing viewers’ attention.
This innovative activation achieved 94% brand recall, doubled typical attention scores, and inspired 84% of viewers to consider learning CPR. A follow-up affiliate program incentivized streamers to drive CPR training completions, reducing costs to £5 per session. Beyond metrics, the campaign directly saved a life, showcasing the power of digital platforms to drive meaningful, lifesaving social impact.
FOUR PLATINUM WINNERS
Four case studies stood out as special Platinum winners with exceptional scores– or number tallies that are greater than Gold Winners, but just below Grand Prix level.
Bayer – Aspirin, The Official Sponsor of Fans’ Hearts; Submitted by EssenceMediacom USA
Coca-Cola – Marvel Comic Can; Submitted by WPP Open X
Privateer – Space Trash Signs; Submitted by MEDIAPLUS Germany
Telstra – Free Calls to Santa: powered by GenerativeAI; Submitted by OMD Australia
Bayer Aspirin’s “The Official Sponsor of Fans’ Hearts” campaign connected heart health awareness to sports fandom, addressing declining sales by leveraging research that heart attack risks spike during stressful games. Through partnerships with NBC Sports and targeted ads during major events like the Super Bowl, Bayer encouraged fans to assess their health via CheckYourHeartRisks.com. The campaign drove a 6% sales increase, 130,000+ site visits, and significant market share growth, effectively blending health promotion with sports passion.
Coca-Cola and Marvel teamed up to create an immersive campaign that transformed Coca-Cola packaging into a gateway for exclusive AR Marvel experiences. Fans could scan 32 character-themed cans to unlock stories, battle sequences, and digital collectibles, with additional surprises for pairing specific cans. The campaign achieved massive success, driving billions of impressions, record sales, and deep fan engagement by blending physical products with interactive digital storytelling.
Privateer’s “Space Trash Signs” campaign transforms the invisible issue of space debris into visible constellations, symbolizing its impacts like navigation loss and environmental data degradation. Showcased through AR apps, planetariums, and a virtual observatory, the campaign disrupted traditional platforms to raise awareness and drive action. With over 300 million media impressions and a 2300% increase in sign-ups for the ESA Zero Debris Charter, it set a precedent for addressing global challenges through innovative storytelling.
Telstra’s 2023 “Free Calls to Santa” campaign creatively addressed a Santa shortage and economic challenges by offering free, personalized calls to an AI-powered Santa via Telstra payphones. Families could dial #HOHOHO (#464646) to connect with Santa, and Google Maps integration ensured easy access to payphone locations. Reaching 55% of households, the campaign saw 589,000 children calling Santa—a 400% year-over-year increase—while boosting brand sentiment (+9%) and driving post-paid sales to 119% of the target. This innovative mix of technology and tradition successfully strengthened community ties and achieved significant business outcomes.
GOLD WINNERS
These remarkable winners, both Gold and Silver, with their inspirational and effective initiatives, demonstrate some of the best ideas in digital marketing solutions. Winning case studies will be shared in more detail in the new year.
- 7-ELEVEN – 7-SELECT Foodie-Verse; Submitted by PHD Hong Kong
- Air Canada – MUSICAL TRAVEL GUIDES; Submitted by Cossette Media Canada
- Allegra – Allegra’s Disruptive Launch Campaign; Submitted by Hearts & Science Germany GmbH
- Apollo – Everything Blurry; Submitted by MEDIAPLUS Germany
- Asahi – Scrum Saga; Submitted by PHD Australia
- Butler/Till – Butler/Till’s Conditions Marketplace: An Exclusive, Compliant, and Performant Targeting Offering for Their Pharma Clients; Submitted by Audigent USA
- Carrefour – 41 Million Reasons for an Award; Submitted by Havas Media Belgium
- Doritos – Doritos Silent; Submitted by OMD UK
- Dove (Unilever) – CROWN x LinkedIn: #BlackHairIsProfessional; Submitted by Mindshare USA
- Dove (Unilever) – #KeepHerConfident; Submitted by Mindshare USA
- Dove (Unilever) – The Code; Submitted by PHD Canada
- eBay – Met Gala Debut; Submitted by EssenceMediacom USA
- EE Games Store – EE Game Day; Submitted by Havas Play UK
- Ford – Ford x Sydney Sweeney; Submitted by Mindshare USA
- Gold Peak (The Coca-Cola Company) – Gold Peak Tea Lens; Submitted by WPP Open X
- Google Play – Game Awards; Submitted by EssenceMediacom USA
- Gushers (General Mills) – Gushers’ Black Voices Create: Fashioning Change; Submitted by Mindshare USA
- Kia Outdoor Legends – A Gen Z Gaming Experience; Submitted by Havas Play Netherlands
- Knorr (Unilever) – #ModTheVeg; Submitted by PHD Germany
- L’Enfant Bleu – The Hidden Story; Submitted by Havas Play France
- Long COVID Europe – Long COVID Mode; Submitted by MEDIAPLUS Germany | Saint Elmo´s Germany
- Magnum (Unilever) – Magnum x TwoJays; Submitted by Havas Play Spain
- Mercedes Benz – The Chameleon Stunt; Submitted by OMD Germany x Edgar Ambient Media
- Motatos – Inflation-Targeting; Submitted by MEDIAPLUS Germany
- PENNY – Penny From The Block; Submitted by OMD Germany
- PetPace – Animal Alerts; Submitted by MEDIAPLUS Germany
- REWE – Data Beats Flyers; Submitted by OMD Germany x AdAlliance
- Sanofi – “Screen It Like You Mean It” with Sanofi; Submitted by Havas Media USA
- Sheba (Mars Inc.) – Sheba Gravy Race; Submitted by EssenceMediacom USA
- Tripadvisor – An Abu Dhabi Experience at the London Outernet; Submitted by Tripadvisor
- United24 – The Donation Map; Submitted by Havas Play France
- Volkswagen – AUTOPIA; Submitted by PHD Germany
- WWF Germany – Save What You See; Submitted by MEDIAPLUS Germany
SILVER WINNERS
- ALDI – Nur Nur Natur; Submitted by PHD Germany
- Arm & Hammer (Church & Dwight) – The Mad Science Lab; Submitted by Wavemaker USA
- Dove (Unilever) – Beautiful (P)arts; Submitted by Havas International and Havas Play Spain
- Dove (Unilever) – Cost of Beauty; Submitted by PHD Canada
- Hellmann’s (Unilever) – Mayo Cat; Submitted by Mindshare USA
- Home Hardware – Barbie, Submitted by PHD Canada
- Hyundai – Alarming Heights; Submitted by Havas Media & Havas Peru
- Indeed – Job Jukebox; Submitted by EssenceMediacom USA
- JDE –All it Takes is a Button: JDE Full Hybrid Management Marketplace Project; Submitted by Havas Market Italy
- Movistar – #LagHunters; Submitted by Havas Plus & Havas Play Colombia
- Ring – More German Goes Not; Submitted by OMD Germany x Grabarz & Partner
- SEAT | CUPRA Germany – The Music Hero; Submitted by PHD Germany
- Smirnoff– We Do We; Submitted by Touché! Canada
In our digital age, with mobile screens and the Internet everywhere, businesses emphasize that marketing should build brands and drive performance—stressing value, enhancing customer experience, stimulating sales growth, and providing measurable results.
According to recent data, nearly 70% of total advertising revenue worldwide is considered digital advertising. These winning brands do their best so consumers applaud inspiration rather than complain of annoyance.
An Additional AI Judge
This year’s awards featured an additional judge. Appropriately, it’s an AI Judge, an Artificial Intelligence “persona” that The Internationalist used, with the help of Global AI Marketing Solutions Company XPLAIN, as a “test” between AI data-driven scoring and human experience, insights, and emotion.
As before, client-side marketers anonymously choose the case study Award Finalists and Winners. However, we compared how our “AI colleague” looked at scoring and, more importantly, scanned all award entries to see trends and glean insights among this year’s winners that will prove valuable to marketing and agency leaders. The AI results enriched the entire process.
As a result of such profound insights, The Internationalist is building a new Awards Website to debut in January 2025 that will showcase the many positive interpretations of each winning case study, category comparisons, cluster analyses, and trends in innovation. It will be a resource that provides extensive information for the industry at large while also honoring our winners. With its AI Marketing Intelligence Solutions and Insight, XPLAIN will also collaborate in this venture.
ABOUT THE AWARDS:
Now in its sixteenth year, The Internationalist Awards for Innovative Digital Marketing Solutions acknowledge how marketing strategies are affected by today’s media tech revolution as we explore emerging technologies and implement disruptive technologies- from AI and machine learning to voice activation and everything in between.
Inspiring case studies are scored for insights, strategy, and results. Judging is anonymous through online forms and by marketers who are part of The Internationalist community or ANA members. Each judge reviews approximately 15 entries per session, so case studies are given fair consideration. However, our “AI Companion” tirelessly reviewed all entries.
Unlike many awards that cite the best in a single category, The Awards for Innovative Digital Marketing Solutions enable all entries to be judged as examples of worldwide best practices; winners are those with the highest point scores. There is not a predetermined number of bronze, silver, gold, or grand prix winners; again, these designations are determined by point scores.
ABOUT THE INTERNATIONALIST:
THE INTERNATIONALIST focuses on the reinvention of marketing around the globe by connecting the people and ideas in international marketing, advertising, and media through content, insights, case studies, and peer-to-peer marketer Think Tanks, Awards, and Summits- all to better serve the needs of this community. Marketer-driven, The Internationalist is now in its twenty-first year and was founded by former Ad Age and CNBC executive Deborah Malone. The Internationalist is especially proud of its Marketing Makes a World of Difference™ initiative and its long-term Global Alliance with ANA.
