The INTERNATIONALIST AWARDS for MEDIA INNOVATION honor work that doesn’t simply use media—it redefines how it works.
This year’s winners reflect a media landscape in motion—where ideas move beyond placement into participation, beyond messaging into utility, and beyond visibility into real-world impact.
If recent years proved that media could perform, this year’s winners demonstrate how it can participate—and, increasingly, contribute.
Across categories and markets, the work reveals a clear shift: media is no longer just a channel for communication, but a system for engagement, experience, and action.
Many of the signals identified in this year’s finalists—participation, utility, and the convergence of commerce and culture—are fully realized in the ideas that rise to the top.
Explore Media Innovation Trends from This Year’s Winners →
Importantly, scoring across this year’s Awards was exceptionally close, underscoring the overall strength, diversity, and global quality of submissions. Distinctions between tiers often came down to small differences in execution, scalability, and impact.
GRAND PRIX
Exceptional Global Benchmarks & Highest Overall Scores
E.ON Sweden — The E.ON AdBreak (MEDIAPLUS Germany | MEDIAPLUS Nordic)
A striking reinvention of the advertising break as a moment of shared reflection…
Rather than interrupting content, E.ON reimagined the ad break itself—turning it into a meaningful pause aligned with its sustainability mission. By using the structure of media as the message, the campaign demonstrates how brands can transform even the most conventional formats into purposeful experiences that capture attention through relevance and restraint.
Foundation to Combat Antisemitism — #TimeOutAgainstHate (Mindshare USA | VLM)
An extraordinary example of media turning a cultural ritual into a unifying social signal…
By transforming the universally recognized “timeout” gesture in sports into a national symbol for pausing hate, this initiative orchestrated leagues, broadcasters, and fans into a shared act of awareness and accountability. The campaign demonstrates how media can transcend messaging to create participatory meaning at scale—embedding a simple, repeatable behavior into culture while driving both reach and relevance.
Initiative Vermisste Kinder & Free2move — Screen2Save (MEDIAPLUS Germany)
A powerful redefinition of media as life-saving infrastructure…
Screen2Save transformed unused digital screens into a real-time, geo-targeted missing-child alert network—turning everyday media inventory into a coordinated public safety system. This is not simply innovative media thinking; it is a structural reinvention of what media can do, where reach becomes utility and visibility becomes impact with tangible human outcomes.
Kleenex (Kimberly-Clark) — Kleenex x Mr Doodle: Turning Media into Accessible Art (PHD UK)
A compelling demonstration of media as both platform and public good…
By collaborating with artist Mr Doodle, Kleenex transformed media spaces into accessible, participatory art experiences—inviting broad audiences to engage creatively while reinforcing brand relevance through cultural contribution. The initiative shows how media can move beyond communication to become a shared canvas, blending creativity, inclusivity, and brand storytelling in a way that resonates across communities.
Sanofi — Badge of Honor (Havas Media North America)
A thoughtful and emotionally resonant use of media to reframe health narratives…
Badge of Honor elevates lived experience into visible recognition, using media to validate and celebrate individuals navigating health challenges. By shifting from clinical messaging to human acknowledgment, the campaign builds empathy and connection—demonstrating how media can create meaning, reduce stigma, and strengthen the relationship between brand and audience.
Sapeurs-Pompiers de France — FireCatchers (Havas Play France)
A bold example of media as engagement engine for public service…
FireCatchers transforms recruitment and awareness into an interactive, culturally relevant experience—capturing attention and inspiring participation among new audiences. By aligning media with action and purpose, the campaign illustrates how public institutions can adopt modern media strategies to drive both visibility and real-world response.
PLATINUM
Transformational, Boundary-Pushing Work
ALDI Nord & ALDI Süd — Unlocking Ad hoc TV (PHD Germany GmbH)
A breakthrough in making traditional media responsive…
By enabling near real-time television activation, ALDI redefined how mass media can operate in fast-moving retail environments—bridging the gap between speed and scale.
American Express — Unsigned (UM London)
A fresh approach to supporting emerging talent…
American Express created a platform that elevates new voices, turning brand support into meaningful cultural contribution and discovery.
British Heart Foundation — Heart attacks can happen on any street (PHD UK)
A life-saving message delivered with immediacy and relevance…
By bringing critical health awareness into everyday environments, this campaign ensured that vital information reached people when and where it matters most.
Dove (Unilever) — Born to Run (Mindshare USA | Ogilvy UK)
Purpose-driven storytelling with measurable impact…
Dove transformed every interaction into support for keeping girls in sport, demonstrating how media can connect emotional narrative with real-world outcomes.
Georgia Aquarium — “Where Wonder Lives” (Doe-Anderson)
An evocative and immersive brand world…
By extending the aquarium experience beyond its physical space, this campaign deepened emotional engagement and reinforced its role as a place of discovery and awe.
Google Workspace — 50 States, 50 Stories (EssenceMediacom)
A masterclass in localization at scale…
Google reimagined national storytelling by replacing a single message with 50 distinct narratives—making technology personal, human, and locally meaningful across the U.S.
KFC — Fries Compensation (Arena Media Spain | PS21)
A clever, consumer-first twist on brand accountability…
KFC transformed dissatisfaction into engagement by compensating customers in real time, turning a potential negative into a participatory and highly shareable brand moment.
LEGO Taiwan — WANTED You (Starcom Taiwan)
Playful, participatory, and deeply on-brand…
LEGO invited audiences into the story, turning recruitment into an engaging creative experience that reinforced its identity through imagination and interaction.
Mazda — First to the Finish (Mindshare USA | VLM | WPP Motion Entertainment)
A compelling blend of branded entertainment and cultural storytelling…
Mazda positioned itself as a champion of underrepresented voices, using long-form content to build emotional connection and redefine its role beyond automotive performance.
Nosotras — Me Feat. Me (PHD Chile)
Emotionally groundbreaking and culturally courageous…
By enabling a trans man to duet with his past self through AI, Nosotras created a deeply human narrative that sparked national conversation around identity, empathy, and inclusion.
PLAYMOBIL® — The Roblox Unbox (MEDIAPLUS Germany)
A strong example of gaming-native brand engagement…
By entering the Roblox ecosystem authentically, PLAYMOBIL transformed product discovery into interactive play—meeting younger audiences where they already are.
RONA — Mike’s Playoffs (Cossette Media Canada)
A timely and culturally tuned retail activation…
By tapping into the emotional intensity of playoff season, RONA turned a national passion point into a driver of engagement and store relevance.
Samsung — RMN Upstream: Capturing Anticipated Demand (Starcom Taiwan)
A sophisticated use of retail media as predictive engine…
Samsung leveraged upstream signals to identify demand before it peaks, turning retail media into a forward-looking growth driver rather than a reactive tool.
vivo Taiwan — From Day Coffee to Nightlife – Turning a Lifestyle Rhythm into a Social Movement (Zenith Taiwan)
A seamless integration of media into daily lifestyle rhythms…
By aligning with the natural flow of consumers’ day-to-night behaviors, vivo created a social movement that connected product relevance with lived experience.
Vodafone — Moving Helpers (Weischer.OOH x Promodoro)
A practical and innovative use of media as real-world utility…
By transforming out-of-home placements into functional tools for people in the midst of moving, Vodafone turned a moment of disruption into one of genuine brand assistance.
Wendy’s — Breakfast Battlegrounds (Initiative Canada)
A smart fusion of gaming culture and brand competition…
Wendy’s turned breakfast into a playful battleground, using culturally native formats to drive engagement and reinforce its challenger positioning in a highly competitive category.
Zurich — The Lost Sense Experience (OMD Germany)
A powerful use of immersive media to build empathy…
Zurich translated abstract risk into a tangible human experience, helping audiences understand vulnerability in a way that drives both awareness and emotional connection.
GOLD
Very Strong, Distinctive, High-Performance Winners
Scoring across entries was exceptionally close, underscoring the overall strength of the work and the small margins that separate top performers.
Al Joumhouria — Uncensored Press: Breaching the Algorithm (OMD UAE)
A powerful statement on media and freedom of expression…
By working around algorithmic censorship, this campaign reignited critical conversations at scale.
Audi — Audizone on Amazon (PHD Germany)
A sophisticated integration of commerce and brand experience…
Audi turned a retail platform into a discovery environment, connecting inspiration with measurable outcomes.
Buchanan’s — Buchanan’s Zip Codes (PHD USA)
A nuanced take on cultural identity…
Buchanan’s celebrated linguistic diversity, turning pronunciation into a point of connection.
Cesar (Mars) — Cesar x TripAdvisor: Dog Friendly Travel (EssenceMediacom)
A smart expansion of brand relevance into lifestyle…
Cesar transformed pet ownership into travel behavior, creating a platform that connects brand purpose with real-world utility.
Decathlon Canada — This Black Friday, Instead of Making Deals, We’re Making Time (Cossette Media Canada)
A refreshing redefinition of retail messaging…
Decathlon challenged category norms by shifting focus from consumption to well-being, creating emotional resonance through restraint.
Domino’s — Emergency Pizza 2.0 (Mindshare USA | WorkInProgress)
A culturally attuned extension of a successful platform…
Domino’s embedded itself into moments of need, reinforcing its role as a responsive, consumer-first brand.
Doritos — Doritos Cilantro Swap (Starcom Taiwan | Saatchi & Saatchi Taiwan)
A bold, culturally specific product conversation…
Doritos leaned into a divisive flavor to spark engagement and participation at scale.
Ford — Baby Bronco Tonight Show Integration (Mindshare USA)
A strong example of entertainment-led brand storytelling…
Ford leveraged late-night culture to reframe the Bronco in a way that felt both relevant and shareable.
Google — Can You Gift It? (EssenceMediacom)
A playful blend of commerce and entertainment…
Google turned holiday shopping into a game-like experience, making discovery both engaging and actionable.
HORNBACH — Feel like a kid again. (MEDIAPLUS Germany)
Emotion-led storytelling at its best…
HORNBACH tapped into nostalgia to reconnect audiences with the joy of making.
HORNBACH — No project without drama. (MEDIAPLUS Germany)
A distinctive continuation of a strong brand platform…
By embracing the emotional highs and lows of DIY, HORNBACH turned everyday projects into compelling narratives.
ISDIN — UV Tattoo to Learn (Havas Play Spain)
A smart blend of education and innovation…
ISDIN turned sun protection into an interactive learning experience.
Knorr (Unilever) — #UnlockYourGreenFlag (PHD Germany GmbH)
A culturally sharp, behavior-led idea…
Knorr turned cooking into a social signal, driving participation through platform-native design.
Make-A-Wish UK — Overcooked Live (Arena Media UK)
A compelling fusion of gaming and purpose…
Make-A-Wish created an engaging experience that translated participation into meaningful impact.
McDonald’s — McCrispy – I like it loud. (OMD Germany)
A bold, sensory-driven campaign…
McDonald’s amplified product appeal through sound and attitude, creating a distinct brand moment.
McDonald’s — McRib Mistakes (OMD UK)
A clever use of anticipation and cultural play…
McDonald’s turned “mistakes” into intrigue, building momentum around a beloved product return.
McDonald’s — McDonald’s Momentum Quest (Starcom Taiwan | Leo Taiwan)
A dynamic, gamified brand experience…
McDonald’s used interactive storytelling to drive engagement and reinforce brand energy.
Mr. Tom — Pain Beats Passion (Weischer.OOH)
A bold and unexpected creative stance…
The campaign challenged conventional motivation narratives, standing out through contrast and clarity.
OVE & FEEI & Oesterreichs Energie & Bundesinnung Elektrotechnik & Bundesgremium Einrichtungs- und Elektrofachhandel — JOIN THE FUTURE Redstone Challenge (Mediaplus Austria)
An innovative approach to talent recruitment…
By meeting young audiences in gaming environments, the campaign redefined how technical careers are discovered.
Panadol Cold & Flu (Haleon Taiwan) — The Entertainment Elixir: A Cold & Flu Debut on the Red Carpet (Zenith Taiwan, Leo Taiwan, Performics Taiwan)
A playful integration of health and entertainment…
Panadol reimagined symptom relief through culturally relevant storytelling.
PENNY — How to Save a Dream with PENNY (OMD Germany)
A thoughtful approach to value and aspiration…
PENNY connected affordability with emotional meaning, elevating its role beyond price.
Philips OneBlade — Body Royale: Trim to Win (OMD Germany)
A fun, competitive approach to product engagement…
Philips gamified grooming, creating an experience that drives both awareness and participation.
REWE Markt GmbH — Goodbye Payback, Hello REWE Bonus! (OMD Germany)
A strong example of turning business change into engagement…
REWE reintroduced its loyalty program in a way that was both clear and culturally relevant.
Rügenwalder Mühle — Close, Closer, Cold Cuts (MEDIAPLUS Germany)
A precise and culturally tuned activation…
The brand leveraged proximity and context to create highly relevant consumer touchpoints.
Samsung — Get Lost with AI (Starcom Taiwan)
A compelling use of AI as exploration tool…
Samsung positioned AI as an enabler of discovery, creating an experience that felt both intuitive and expansive.
SAQ — RoséFM by SAQ (Cossette Media Canada)
A creative use of media as branded experience…
SAQ turned a product into a cultural moment, blending content, music, and seasonal relevance.
Uber Eats — The Mystery Streamer (PHD Germany GmbH)
A standout example of entertainment-first media…
Uber Eats embedded itself into gaming culture through a native, participatory format.
VisitBritain — Starring GREAT Britain – Britain Takes Center Stage! (OMD Germany)
A cinematic approach to destination marketing…
VisitBritain transformed tourism into storytelling, positioning the country as a living stage.
Vodafone — GO REAL LIFE: Live in the Now Instead of the Net (Weischer.OOH x Carat Germany)
A timely reflection on digital behavior…
Vodafone encouraged real-world engagement, using media to challenge screen dependency.
Volkswagen Commercial Vehicles — Say “Car”. The Transporter Answers. (PHD Germany GmbH)
A strong use of AI-driven contextual media…
Volkswagen redefined advertising as real-time response, integrating seamlessly into live environments.
SILVER
Strong Work with Distinctive Thinking and Execution
As with other tiers, scoring remained extremely close—reflecting a high overall standard, where even small distinctions separated strong ideas across categories and markets.
Alpine — Blue Invasion: Experiencing Alpine (OMD Germany)
A visually immersive brand experience…
Alpine created a striking presence that reinforced its identity through coordinated, high-impact exposure.
Bolletje — The Kruidnootburger (Havas Play Netherlands)
A playful and culturally specific product innovation…
Bolletje turned a seasonal favorite into a conversation-driving idea that captured attention and curiosity.
CUPRA — Spot Oddity – CUPRA 3D (PHD Germany GmbH)
A distinctive evolution of visual storytelling…
CUPRA pushed traditional formats by introducing dimensionality into broadcast environments.
Dacia — Kidult: When Nostalgia Takes the Wheel (OMD Germany)
A clever use of nostalgia to drive relevance…
Dacia connected with audiences by blending childhood emotion with adult decision-making.
Frigo — Think of an Ice Cream (Havas Play Spain)
A light, imaginative approach to brand recall…
Frigo tapped into simple mental cues to create a memorable and emotionally engaging connection with everyday moments.
Huggies — Sound of a Hug (UM Canada)
A warm and emotionally driven idea…
Huggies translated physical comfort into sensory experience, deepening emotional connection with caregivers.
LIDL — Toothpaste bought in the Lidl. (MEDIAPLUS Germany)
A sharp and unexpected take on retail behavior…
A misheard lyric turned into a global meme – and became the stage for one of the year’s most unexpected brand moments. Lidl became part of a global rock moment – purely through humor, timing, and community proximity.
McDonald’s — Happy ReBirthday (Starcom Taiwan | Leo Taiwan)
A joyful, culturally resonant celebration…
McDonald’s redefined everyday occasions, creating new reasons for connection and engagement.
McDonald’s — “Mit Mecces um die Welt” – A Global Taste Journey (OMD Germany)
A culturally rich extension of product storytelling…
McDonald’s brought global flavors into local experience, reinforcing variety and discovery.
McDonald’s — From Gate to Plate: How Hyperlocal Targeting Made Store Conversion Measurable (OMD Germany)
A precise application of data-driven media…
McDonald’s demonstrated how hyperlocal targeting can directly connect media exposure to in-store results.
Mentos (Perfetti Van Melle) — Mentos Fizzooka (Cossette Media)
A playful reinvention of a classic brand moment…
Mentos reimagined its iconic product interaction through gaming and culture, turning nostalgia into participation.
Taishin International Bank — Signals of Diligence (Starcom Taiwan)
A thoughtful interpretation of financial behavior…
Taishin translated abstract financial values into visible, meaningful signals that resonate with modern consumers.
Zum Dorfkrug — Top of Ranch: From Neu Wulmstorf to Times Square (Weischer.OOH x pilot Berlin)
A bold local-to-global brand statement…
By taking a regional product to an international stage, the campaign amplified identity and ambition through striking visibility.
Rethinking How Media Works
In today’s media environment—where every platform is both channel and experience—marketing is increasingly defined not just by reach, but by relevance, participation, and impact.
What distinguishes this year’s winners is not only creativity, but a shared ambition to rethink how media works—whether by transforming infrastructure, embedding brands within culture, or creating moments that people actively choose to engage with.
Together, they offer a clear view of how media innovation continues to evolve—and how it is helping shape the future of marketing itself.
ABOUT THE AWARDS:
The Internationalist Awards for Innovation in Media are designed to recognize work that not only delivers results but also advances how marketing works. Judged by a global community of marketers, each case is evaluated for its ability to combine strategy, innovation, and measurable results—ensuring that the ideas honored here reflect real-world relevance and forward momentum for the industry.
