UK-originated shop Uncommon Creative Studio won six prizes at the Campaign Big Global Awards today, half of which were for its work with British Airways.
Rethink was the next most-awarded agency, with the Canadian outfit picking up three gongs, including two for Kraft Heinz.
US agencies Courage and Mojo Supermarket | Creative X, and UK shops Mother and VCCP, all picked up a brace of wins.
In their second year, Campaign’s Big Global Awards drew entries and winners from four continents.
These international awards celebrate creative projects from agencies big and small in the UK, Canada, the US and beyond for brands including Uber, KFC and Facebook.
From the MENA region, Play Life by Droga 5 London & Accenture Song Middle East for Qiddiya took a finalist spot in the Media Channel: Film category.
Chaired by Aaron Starkman, global chief creative officer of Rethink, the 33-strong judging panel comprised a diverse range of top creatives from around the world. UK judges include Andre Sallowicz, creative partner at Abbott Mead Vickers BBDO, Al Mackie, chief creative officer at Rapp, and Sue Higgs, former executive creative director at Dentsu Creative.
The complete list of categories is below. Click on the links to find out the winners and finalists, and see some of the winning work.
To register your interest in the 2026 awards, click here.
Craft:
Art Direction
Photographed by Pulitzer Prize-nominated Christopher Anderson, the concept plays on the trend of passengers usually taking pictures from their seats out of plane windows, but reverses this, spotlighting instead on their emotions as they look through onto their destination.
Casting
Shot by photographer, storyteller and civil rights activist Milan Harriman, it features the most diverse cast ever assembled, and poses the question; “We know our stories, but how often do we brush past people in our busy day and not know their stories?”
Direction
Directed by Sharon Maguire, famed for her work on Bridget Jones’s Diary, this five-minute masterpiece is a blend of British humour and essential safety tips, amongst a backdrop of some of the country’s grandest stately homes.
Photography
The global campaign saw 512 executions celebrating the reasons we fly and ran across TV, OOH, press and digital channels. The executions used playful art direction and motion to build upon the design, demonstrating a high level of craft, embracing some of advertising oldest skills, writing and design, to make a modern classic.
Post Production
This clever ad features a papery twist that is becoming less and less common; with the core inky animation appearing on a receipt. In collaboration with production company Blinkink, VCCP’s content creation studio Girl&Bear created the hero using stop-motion animation, with each frame actually being printed and cut through the receipt printer, and then shot on film. All shots were then edited together in post-production to create the effect of one single receipt telling the story.
Writing
This launch film features Hollywood icon Robert De Niro and rising British actor, Asa Butterfield forming an unlikely friendship after bonding over their uniquely banal shared passions for “eating food” and “going places.” Meanwhile, Uber one is a paid membership platform that allows members to save money and access benefits across Uber Eats and Uber Rides. In other words, it’s a membership exclusively for people who eat food and go places.
OOH and social expanded the campaign and built on the simplistically straightforward language of ‘Eating food and going places’.
Industry Sector:
Automotive and Transport
This quirky campaign saw the worlds of the ride-hailing app and trains collide to herald the launch of public transport on the app. The messages appeared at every stop of an Uber user’s journeys, across social teasers and on public commutes on press adds, social content and out-of-home takeovers in train stations across London; including the rebranding of the UK’s biggest indoor departure screen at London Waterloo that plotted train departure information on the map from the app.
Entertainment and Leisure
With a grand total of $0 spent on media, talent and production, this free activation led to 2.7 billion earned media impressions, with 90 per cent positive sentiment, and boosted the app’s daily active users by 5.3 per cent, adding 150 million users.
FMCG
When one Twitter account shared a photo of Taylor at the game with the caption “Taylor Swift was eating a piece of chicken with ketchup and seemingly ranch!” Kranch was revived among a Gen-Z audience of diehard Swifties, with a new name and label: Heinz Ketchup and Seemingly Ranch.
Despite exactly $0 spent on endorsements, this campaign engaged with the world’s biggest fanbase – Swifties – resulting in a colossal 54,987 per cent return on investment.
Retail
Dating back to 1844, Co-op is owned by the people, for the people and its new brand proposition Owned by You, Right by You was created to tell the Nation why Co-op is different and how it brings value to its members; by lowering prices on the things people actually buy, as well as its social value, investing in communities, schools and neighbourhoods.
Travel and Tourism
The winner in this Campaign Big Global Awards category is “Trollboards’” by Courage for Skyscanner.
Using a timeless joke, and a simple billboard, it started a conversation and in the first 24 hours the stunt drove over 1bn media impressions and more than 3.5m impressions on X (Twitter) – making it Skyscanner’s most successful ad ever.
Utilities and Services
With a long-term objective for all marketing to get young adults to consider Facebook for social discovery, the short-term objective for this campaign was to get the attention of this demographic in a disruptive, non-traditional way that centered Facebook in a cultural moment.
Media Channel:
Design
Celebrating the humble laundry chair we all have, and turning it into the chair we all want; the Rewear Chair got everyone talking about changing their laundry habits.
Experiential
In most sports sponsorships, brands buy their way in, launch their logo into an already crowded market and… sink without trace. To avoid this sad fate, Pop-Tarts had to think outside of the box – and came up with an altogether more gruesome destiny.
For a brand historically associated with breakfast, its first step was to re-cast itself as a snack; a snack which would be ritualistically toasted and eaten alive by the winning team of the American College Football Pop-Tarts Bowl.
Film
In this short film directed by an Emmy award-winning director Kim Gehrig, A Life in Sound follows a woman dancing energetically as she moves through different phases and milestones of her life while listening to a wide variety of songs.
By showcasing how audio entertainment service SiriusXM brings listeners closer to what they love and what moves them throughout their lives, this is a campaign you can almost feel as well as hear.
“Play Life” by Droga 5 London & Accenture Song Middle East for Qiddiya was a finalist in this category.
Integrated
Faced with a saturated basketball market dominated by big QSR sponsorships, KFC Canada needed to make a splash in an unconventional way. So it incentivised the “Finger Lickin’ Good” phrase – a motto and gesture created by the brand in 1952 – which also taps into a little-known basketball ritual; the finger lick after key plays.
It kicked things off by sneaking a real-life Colonel Sanders courtside at an NBA game with basketball’s biggest influencer LethalShooter, thus infiltrating its competitor’s turf with no sponsorship deal.
News of the stunt went viral in the basketball community and even NBA star Luka Doncic was seen performing the celebration.
Out of Home
What could have been an otherwise embarrassing episode ended up making sports advertising history when Shohei Ohtani, the greatest player in baseball, broke a Coors Light ad with a foul ball, leaving a black square of dead pixels on the can.
Within 48 hours, Coors Light turned the broken ad into a special edition can – by simply leaving it right where it was. A commemorative series of cans was released, selling out in under 24 hours, prompting fans to start making their own.
Promotion continued via an innovative use of outdoor media, with the same black square added to all existing media placements, including the local OOH in the Anaheim area and the broken ad was also run during a live game on every screen inside Angel Stadium.
Social
When one Twitter account shared a photo of Taylor at the game with the caption “Taylor Swift was eating a piece of chicken with ketchup and seemingly ranch!” Kranch was revived among a Gen-Z audience of diehard Swifties, with a new name and label: Heinz Ketchup and Seemingly Ranch.
Despite exactly $0 spent on endorsements, this campaign engaged with the world’s biggest fanbase – Swifties – resulting in a colossal 54,987 per cent return on investment.
