As the M&M Global Awards enters its 37th year and is now open for entries for this year’s interaction, we decided to look back at five of the best pieces of work from 2025.
It’s not often we get the time to reflect on the work that set the benchmarks for the rest of the world when it comes to most impacful and successful work, so this is a new series curated to provide inspiration and education.
In another exclusive we are also showcasing some of the jury’s thoughts on these spotlighted campaigns, to help our entrants for this year understand how they were judged. It’s like a little trip into the jury rooms.
First up we have a gold winning trophy campaign from Germany. It is:
‘Rainbow Wool’ from MEDIAPLUS Germany
One of the most rated campaigns in last year’s programme, which also brought smiles to every juror that adjudicated it., Rainbow Wool was lauded by judges for its unexpected creative approach, clarity of purpose, and standout execution.
Built around a bold and unconventional idea the campaign was praised for turning a simple insight into a culturally resonant platform that delivered across multiple channels.
Judges highlighted the strength of the thinking behind the work and said the following:
“From the insight stage through to delivery, this campaign is so creative.”
“The rhythm, the idea and everything is really strong.”
“It’s so effective, at first I was thinking, where is this going and then it all clicked in a very compelling way.”
“Small budget, huge impact, it absolutely deserves to be recognised.”
“This is the one I will remember.”
The campaign was also recognised for its ability to connect cultural relevance with commercial outcomes with judges noting it “ticks all the boxes”, combining purpose, creativity and effectiveness in equal measure.
Watch the campaign video here: https://youtu.be/xHjKqazVJ-s
The next campaign we wanted to highlight won a number of gold trophies across several Festival of Media programmes for its tackling of a very real issue with the power of humour. It is:
‘Just Joking’ entered by PHD USA
Just Joking challenged conventions by using humour to address a deeply serious subject matter, sparking debate among judges around tone, impact and execution.
While responses varied the campaign was widely acknowledged for its bravery and originality.
Some of the key comments were:
“The insight turning into something informational was strong and the execution was resonant.”
“I appreciated the effort and the use of comedians to bring value to the message.”
“The fact that it has actually prevented shootings is huge.”
The campaign was also recognised for its ambition and its attempt to balance cultural sensitivity with creative disruption.
Watch the campaign video here:https://youtu.be/vEZrwY9v4Bw
Next up is a campaign, which had various juries acknowledging its creativity.
‘Crashing Moving Day’ from PHD Montréal
A strategically sharp insurance-led idea, Crashing Moving Day stood out for its simplicity and behavioural insight.
Judges praised the clarity of thinking behind the work:
“Really clever it hasd all of the key elements for a successful campaign.”
“Strategically strong with a clear consumer truth.”
“The key value is its lasting effect.”
The judges also recognised the work for its effectiveness in translating insight into action.
Watch the campaign video here: https://youtu.be/3AX6rFm7KKo
Our next campaign was produced for the UK and focuses on saving lives through the power of marketing. It is:
‘’Till I Died’ from PHD UK
One of the most emotionally powerful entries of the year, Till I Died was praised for its ability to reframe perceptions while delivering a deeply human message.
Judges responded strongly to the emotional weight and clarity of the campaign’s storytelling:
“It was a very impactful use of media.”
“It gives a powerful reminder of young people affected by cardiac arrest.”
“Clear narrative and emotionally very strong.”
“Honestly, one of the strongest case films.”
The campaign was recognised for its ability to combine emotional storytelling with purposeful media execution, leaving a lasting impression on judges.
Watch the campaign video here: https://youtu.be/tKNBqT0U100
The final campaign we have choosed to amplify is from Latin America.
‘EstibADores’ from OMD Peru
Another example of media innovation solving a real-world problem, EstibADores impressed judges with its dual impact of addressing both commercial and social needs.
Judges highlighted its originality and real-world effectiveness:
“Helped solve a real-life problem.”
“Created a completely new media space in out-of-home.”
“Strong insight into how people earn money and the challenges they face.”
“A different angle on cause with real-world impact.”
The campaign was widely recognised for its innovation in media thinking and its tangible impact on communities.
Watch the campaign video here: https://youtu.be/H5CuNMP0KA0
These campaigns represent the standard of excellence set at the M&M Global Awards and we look forward to seeing what campaigns will be setting benchmarks in 2026. Not sure which category is best suited for your work? Try our M&M Global AI Entry Navigator tool revolutionising the entry process. Try the tool now: https://www.festivalofmedia.com/mm-global-ai-navigator-tool/↗
Enter the M&M Global Awards and showcase your campaign alongside the best in the world! https://www.festivalofmedia.com/mm-global-awards/
If you have any questions about entering, please contact our team at fomawards@festivalofmedia.com.
