The Gerety jury has announced the winners for the 2025 edition. Dentsu Creative New York is the most awarded US agency. Additional US winners include VML New York, WEST BBDO, BUCK, R/GA, Partizan Entertainment, The Kitchen North America, 72andSunny, Wieden Kennedy Portland, Biscuit Filmworks, and Edelman.
This year’s jury featured a record 270 judges from 52 countries who evaluated the work through a powerful lens to recognize the best creative campaigns. The winners list comprises 4 Grand Prix, 36 Gold, 80 Silver, and 65 Bronze. Paraguay and Kazakhstan are recognized for the first time.
Grand Prix winners
The Final Copy of Ilon Specht for L’Oréal Paris by McCann Paris (France) Entertainment Cut, Online Video:
Grand Jury member Vuyo Henda, Chief Marketing Officer, Spur Corp, South Africa, on McCann Paris’s Grand Prix: “The Final Copy of Ilon Specht unveils the indomitable woman behind the words that reshaped beauty advertising. Her line for L’Oréal — ‘Because I’m worth it’ — not only captured the spirit of its time, but it also transcended it, becoming a mantra for women around the world.
In an era where large language models dominate conversations and AI-assisted expression floods our feeds, The Final Copy is a testament to the enduring might of words that come from the heart — and ideas powerful enough to reverberate across generations. Ilon’s story is not only worth telling but worth celebrating.”
Henda adds, “The Gerety Awards were founded to honour creativity that is both timely and timeless. Ilon Specht’s Final Copy pays tribute to a woman who embodied these qualities and whose powerful words continue to shape the world. That is worth a Grand Prix”.
Senna’s Cut for Netflix by Monks Buenos Aires (Argentina)
Craft Cut, Editing
On Senna’s Cut, Grand Jury member Menaka Menon, President and Managing Partner, Growth and Strategy, DDB Mudra, India, said: “Senna’s Cut is all about great editing. The entire idea here hinged on the edit, on getting it down to exactly the right secondage of his record-breaking lap, on syncing the footage with the sound design, while also ensuring the narrative of the show came alive. And doing it all so well, that one was hooked from start to finish.”
Price Packs for PENNY by Serviceplan Germany
Communication Cut, Product and Packaging Design
On Price Packs for PENNY, Grand Jury member Waithera Kabiru, Africa Digital Hub Lead, Diageo Africa, Kenya, added: “As a marketer on the African continent, I can honestly say that this campaign touched me deeply. In these tough economic times, when people are overwhelmed and brands are under pressure, it reminds us that marketing can still connect through empathy, truth, and courage. It’s soft yet powerful—feminine values we need more of in our industry. It doesn’t shout, it speaks. It doesn’t sell, it moves. In a world full of noise, this campaign chose meaning—and that’s why it deserves the Grand Prix.”
Never Just a Period for Bodyform Libresse by Abbott Mead Vickers BBDO (United Kingdom)
Craft Cut, Art Direction
On Never Just a Period, Grand Jury member Rifah Qadri, Executive Director Marketing, easypaisa, Pakistan, said, “Never just a period is a masterclass in storytelling, every frame amplifies emotion wit and urgency of the message. The pacing, the transitions and the visual juxtapositions pull you in and make it unforgettable, turning a sensitive subject impossible to ignore.”
United States Highlights
- Dentsu Creative New York leads US performance with 1 Gold, 2 Silver, and 2 Shortlists for work with Crayola, Oreo, 7 Eleven, and Nutter Butter.
- VML New York: Thanks for Coke Creating for Coca Cola wins Gold in the B2B Cut and Silver in Communication.
- Pinterest: 2024 Brand Campaign collects 2 Silver and 1 Bronze.
- The Kitchen North America: Heir Richie for Ore Ida wins Bronze in Effectiveness and Mustard x Mustard for Heinz wins Silver.
- Translation: Listen to Your Heart for Powerbeats wins Silver in Copywriting and Bronze in Cinematography.
- BBDO New York: Food Deserves Pepsi wins Bronze and Unstoppable wins Bronze.
- Additional US winners this year include R GA, Wieden Kennedy Portland, Partizan Entertainment, 72andSunny, WEST BBDO, Biscuit Filmworks, Edelman, and BUCK.
Jury commentary
Watch members of this year’s jury discuss trends and favorite work during the Gerety Grand Jury Insight panels on the Gerety site this week. See the full list of 2025 winners at www.geretyawards.com.
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