The powerful Gerety jury counted this year with a record participation of 270 judges from 52 different countries, scrutinising the work through a powerful perspective to reward the best creative campaigns. Edelman and MullenLowe are among the South African winners. The complete list of winners includes 4 Grand Prix, 36 Gold, 80 Silver and 65 Bronze, with first time recognitions for Paraguay and Kazakhstan.
The Grand Prix winners include:
– The Final Copy of Ilon Specht for L’Oréal Paris by McCann Paris (France) in the Entertainment CUT, Online Video.
– Senna’s Cut for Netflix by Monks Buenos Aires (Argentina) in the Craft CUT, Editing.
– Price Packs for PENNY by SERVICEPLAN GERMANY in the Communication Cut, Product and Packaging Design.
– Never Just A Period for Bodyform/Libresse by Abbott Mead Vickers BBDO (United Kingdom) in the Craft Cut, Art Direction.
The campaign from Edelman, The Unburied Casket for Woman For Change, won two bronzes in the Communication and Work for Good Cut. MullenLowe South Africa won a bronze with the campaign Green Gursha for Knorr in the Health Cut.
Grand Jury member Vuyo Henda, Chief Marketing Officer Spur Corp, South Africa, commented on McCann’s Paris 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.’
‘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.’
About the Grand Prix for Senna’s Cut, Grand Jury Member Menaka Menon, President and Managing Partner – Growth and Strategy at DDB Mudra, India had the following to say: ‘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.’
‘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 deserved the Grand Prix,’ added Waithera Kabiru, Africa Digital Hub-Lead Diageo Africa, Grand Jury member from Kenya, about Price Packs for PENNY.
Grand Jury member from Pakistan, Rifah Qadri, Executive Director Marketing easypaisa, commented on AMVBBDO’s campaign: ‘Never just a period is a masterclass in storytelling. Every frame amplifies emotion with the urgency of the message. The pacing, the transitions and the visual juxtapositions pull you in and make it unforgettable, making a sensitive subject impossible to ignore.”
Watch some of this year’s jury as they discuss trends and favourite campaigns from the 2025 Gerety Awards with the Gerety Grand Jury Insight panels here.
GERETY AWARDS
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