Gold Prize

The Magnum Ice Cream Company

“Raket”

By Higuita 

Passers-by see a blurred version of themselves on screens via a live thermal view. Their body heat transforms the silhouettes into the iconic colours of the Raket ice lolly: yellow, orange, and red. This way, they become part of the campaign naturally — without lifting a finger.

Silver Prize

ANWB
“Keep Your Light On”

By Fitzroy

With the campaign Keep Your Lights On, ANWB brings bike lights from real accidents back to the streets — this time lit up. The lights serve as a powerful symbol for the thousands of cyclists who crashed without lights. A poignant reminder that one simple action can save lives.

Bronze Prize

Gamma
“Are you Sure it’s a Metre?”

By Gardeners

Many DIYers trust their eye, but only measuring tells the truth. On screen, passers-by are challenged to point out exactly one metre, with a discount as a reward. GAMMA shows that precise measurement not only pays off, but is also more sustainable.

Gold Prize

Unicef

“Sensitive Content”

By Higuita  

Millions of children grow up in conflict zones, surrounded by events too distressing to show. That’s why the familiar social media warning ‘sensitive content’ is now appearing on the streets. By deliberately not showing any images, UNICEF conveys the gravity of the situation and prompts passers-by to take action.

Silver Prize

Wij Eisen de Nacht Op

“Guardian Drones”

By Fitzroy

Through a digital screen campaign, women who feel unsafe at night can instantly summon a Guardian Drone to accompany them home. The drone records video, issues warnings if danger is detected, and contacts the police if necessary, making every dark street feel a little safer.

Bronze Prize

Solidaridad

“Wake up the textile industry”

By Kumpany

On Black Friday, we’re tempted by irresistible deals, while the real cost is paid by workers in garment factories. On screen, an alluring offer suddenly transforms into the harsh reality behind fast fashion. Solidaridad exposes the true cost of overconsumption.