Best of 2025

Most Australians still don’t know what sexual consent is. While new, progressive consent laws had swept the nation, our everyday understanding of sexual consent had not progressed. Government educational ads had been widely criticized.

Not-for-profit group Consent Labs had tried to bridge the gap through workshops, but needed a fresh approach in order to make a cultural impact. TBWA realised that Australians collectively watch over 780,000,000 hours of films a year - a form of entertainment, but also a vehicle to influence cultural norms.

They wanted to empower Australians to recognise non-consensual acts on a mass scale - but without a traditional, top-down approach.

Following the outbreak of the war in Ukraine, almost 10 million refugees from the occupied territories have crossed the Polish border. Poland has welcomed more Ukrainian refugees than any other nation. However, many Ukrainians were looking for shelter in major Polish cities (like Warsaw, Cracow, or Wroclaw) which were already overcrowded, causing rental hikes, increased competition for jobs—all amid an unprecedented rise in inflation. It became evident, that to deal with the increasing stream of refugees, the movement had to be redirected to smaller cities. Places where life conditions might be even better than in big cities. Moreover, like everywhere else in the world, small towns in Poland are beginning to suffer from depopulation, as young people move to bigger cities. Mastercard – the brand that has social responsibility in its DNA – decided to act quickly and do it’s best to help Ukrainian in refugee crisis.

In 2023, Ruh Fighting Championship (RFC), Kazakhstan's leading MMA promotion, launched a bold campaign to address domestic violence, a topic largely ignored by its male-dominated audience. To provoke discussion, RFC announced a controversial "Men vs. Women" MMA fight, sparking outrage and widespread debate. Instead of the fight, RFC aired a shocking video revealing the prevalence of domestic violence in Kazakhstan. This campaign successfully engaged men, leading to a significant public dialogue, and contributing to the passage of a new law criminalizing domestic violence in Kazakhstan on February 28, 2024.

In Thailand, Dove launched the #LetHerGrow campaign to address the harmful practice of forced haircuts used to enforce discipline in schools. By aligning with the universal belief that children should grow up confidently, Dove focused on the negative impacts of such haircuts on self-esteem. The campaign featured voices from psychologists, influencers, and educators, transforming the bob haircut, a symbol of oppression, into a call for change. This approach led to an 11.1% revenue increase, improved market share, and heightened brand awareness. It also influenced the Thai Ministry of Education to lift restrictive hair rules, benefiting millions of women.

This partnership idea redefined Brand Experience & Activation by turning a legal restriction into a creative opportunity. In a market where alcohol advertising is banned, Silver Wolf partnered with a football team, renaming players to reflect the whiskey’s taste profile. Live match commentary naturally integrated these names. The campaign resonated with audiences, generating organic buzz, 308 million impressions, and a sold-out product. By creatively activating consumers through sports, Silver Wolf successfully established its presence in a highly competitive market while staying within legal boundaries.

To help children with clubfoot, Buckaroo launched “Fit My Feet,” a $2.40 customisable flip-flop kit distributed through local cobblers. Cobblers became brand ambassadors, crafting tailored footwear using traditional tools. Brightly painted stalls doubled as awareness hubs, turning everyday locations into cultural touchpoints. The campaign tackled accessibility, stigma, and distribution barriers—proving how low-cost, hyper-local activation can deliver both social good and brand value.

Dacia tackled consumer mistrust by empowering owners to serve as brand advocates. Through a mobile app, potential buyers could book test drives directly with local Dacia owners, bypassing traditional sales channels. The peer-led initiative fostered trust and transparency, reshaping perceptions and boosting both awareness and sales. “Test My Dacia” redefined automotive engagement by turning consumers into the brand’s most powerful salesforce.

Pedigree championed Brazil’s beloved mutts, the “Caramelos,” by giving them a breed. Sparked by a viral post from actress Tatá Werneck, the campaign included a major genome study, pedigrees for shelter dogs, and a national Dog Show. Caramelos became the brand’s new face, with packaging and visuals inspired by street art. The campaign reframed adoption narratives and turned cultural insight into national action—cementing Pedigree’s social commitment.

Optical retail chain Titan Eye+ took eye tests to lorry drivers by turning roadside restaurant menus into eye charts disguised with vibrant lorry art motifs. Winning the Healthcare Spikes Grand Prix, it helped around 42,000 drivers receive onsite exams and corrective glasses. Jury President Shunsuke Kakinami, CEO and Creative Director, Four Feet inc., described it as “purposeful, sustainable, transformative and scalable”.