BEST TV
Winner: Hornbach "
DIY Odyssey". I'll be honest, I didn't think a DIY ad could ever make me feel like I was at the opera. A 30-member choir, handmade sets, and a Wagnerian sense of drama about home improvement? Beautiful! It's inspiring, distinctive, and very on-brand: the joy isn't just in the finished job, but in the grit it takes to get there. I found myself cheering for these DIY heroes like they were on stage at Bayreuth.
Runner-up: Uber Eats "
Romance'd Enough". Watching Jude Law dodge every meet-cute in favor of chicken wings made me snort-laugh. Spot-on casting, tongue-in-cheek, and perfectly tied to the "When You've Done Enough" platform. It's the kind of subversive fun that reminds me why I fell in love with advertising in the first place. Bonus points for making rom-com fatigue feel hilarious rather than tired.
BEST PRINT
Winner: Burger King Paraguay "
IN". Sometimes the smallest idea is the smartest. Highlighting the "IN" within its own logo to celebrate Paraguay being back in the World Cup? I love it. Simple, bold, and emotionally resonant, it made me smile, feel national pride, and reminded me of the power of a strong brand and logo.
Runner-up: Lime "
Good Service on All Limes". Culture-jacking at its finest. London's Tube came to a standstill, and Lime flipped "good service on all lines" into "Good Service On All Limes." I can't lie, it made me grin. Clever, timely, and perfectly executed, it reminded me that creativity doesn't have to be complicated. And seeing a 50% usage spike? That's the kind of outcome that makes me want to stand up and cheer for smart thinking in real time.
BEST OUTDOOR 
Winner: Nala "
It's Just a Boob". I had to do a double-take. Nine real chests, enormous on a public wall, unapologetically celebrating bodies and challenging censorship. Bold, raw, fearless outdoor work that doesn't just occupy space, it commands it. I found myself wishing more brands were this brave. If art and advertising had a lovechild, this would be it.
Runner-up: Ads on Pads "
World's Most Period-Friendly Billboard". I can honestly say I've never interacted with a billboard quite like this. Hundreds of branded pads turned into a live, giveaway billboard? Clever, socially driven, tactile, and perfectly aligned with the product's purpose. Outdoor that doesn't just exist in space; it owns it, makes an impact, and reminds me why I love advertising that matters.
BEST INTERACTIVE
Winner: Royal Society for Blind Children "
Bedtime Donations App". This one hit me right in the heart. Turning bedtime stories into free audiobooks for visually impaired children? Quietly genius. Simple, empathetic, technologically clever. Everyday moments transformed into real-world impact. Interactive with soul and purpose. I wish every campaign I judged this week had this level of thoughtful ambition.
Runner-up: Blunt Umbrellas "
Blunt - Chance of rain". Smart, timely, and context-aware: dynamic ads synced to the local weather practically make you reach for a Blunt umbrella. I love how it blends tech cleverness, craft, and immediate usefulness.
This week's guest judge is
Klaartje Galle, Chief Creative Officer, VML Belgium.
Klaartje is the creative leader for VML Belgium. To her, the best campaigns are the ones that combine creativity and commercial success with a positive social impact and that are excellently executed.
She has a way of charming clients with creative ideas that go straight to the heart. Besides a heck of a work ethic - always pushing the work to perfection - she is also highly committed to the wellbeing of the people in her team. She knows how to convince and inspire others without pressuring them, but by listening and understanding what it is they really need. She brings her passion, creativity, and work ethic into everything she does and as CCO she drives the entire agency to embrace these same values.
Klaartje's work has been internationally recognised, earning more than 100 awards, including Cannes Lions, Eurobest, LIA, New York Festivals, The Caples, DMA Echo, Best of Activation and Creative Belgium Awards. She has also served as a jury member at Cannes Lions, Eurobest, Gerety, Cresta, Caples & Creative Belgium among others.
In 2003, Klaartje began her career in advertising as an Art Director at the one-to-one oriented Direct BBDO Belgium. She switched to the interactive driven Proximity BBDO and became later part of the integrated BBDO Belgium team. There, she grew from Art to Creative Director. A role she continued to take on at Accenture Song Belux and expanded to Executive Creative Director and Head of Design.
Working on multiple big brands in the above mentioned expert agencies got her experienced in all branches of advertising. A great foundation to thrive in her current role as CCO at Wunderman Thompson, now VML, where she does what she does best: connecting people, brands and creativity.
