Halfway through 2025, we couldn’t help but notice agency work is experiencing a creative evolution. Digital marketing is being reimagined, with bold campaigns that centre culture, tap into unique mediums, and even teeter on the weird.

As Europe’s leading award honouring digital excellence, we’ve curated a list of the most memorable campaigns we’ve seen from the advertising industry in 2025.

An interactive digital experience at Crafted World by LOEWE 

Spanish brand LOEWE worked with Stink Studios to build a whimsical, web-based universe for its debut brand exhibition. Game-like mechanics to tactile visuals, the installation extended the brand’s artistry beyond the runway.

Unlucky Charm by Heineken 

Superstition met strategy in this UEFA Champions League stunt by Heineken. When one fan refused to enter the stadium for fear of jinxing his team, the brand shipped him to watch the game from a remote German island.

When You’ve Done Enough by Uber Eats and Mother

What’s the next step after world domination? For Uber Eats, it’s ordering your favourite order and doing nothing. They flipped the script with noir-style visuals and bone-dry wit.

Wikipedia x ARMEDANGELS

The world’s biggest knowledge base just dropped its first-ever capsule collection. ARMEDANGELS brought culture to Wikipedia, creating a wearable manifesto on the importance of free information.

In Hot Water by WWF and NOMINT 

Shot entirely on a thermal camera, the stop-motion campaign illustrates what happens in warming oceans. Visually striking, the animation lingers and drives action.

Banda Agency Unveils Moscow Conventions

This Ukrainian agency fearlessly reimagined the Geneva Conventions to expose the brutal realities faced by prisoners of war in Russia. A powerful project, Banda gave a reminder of how design can speak truth to power, even under threat.

Pass it on – Use Your Vote by &Co

A minimalist, viral campaign, “Pass it on” drove exceptional voting for the European Parliament earlier this year by cleverly mimicking chain letters.

Better Than New by Philips 

How differently would we treat landfills if they were in our cities? Philips reimagined trash through an AR lens, helping contextualize overconsumption.

The Sound of Matra by Mediator

Using field recordings and ambient sound design, this campaign transformed the essence of The Black Noise Festival’s location into an immersive sonic experience.

The Bubbles by MUW Saatchi & Saatchi and Deutsche Telekom 

What happens when a telecom brand wants to tackle echo chambers? You get “The Bubbles,” a short film about how to create connection despite implicite biases.

Final Entries Close This Month

The Lovie Awards recognises Europe’s best in AI & Immersive; Apps, Platforms & Software; Film & Video; Podcasts; Marketing, Advertising & PR; Social; Websites & Mobile Sites, and Beyond (our categories for impact work).

Enter by the Final Entry Deadline on Friday, 27th June!