4 Projects Take Top Prize at The Immortal Awards 2025

Four projects have been crowned Immortal at The Immortal Awards 2025, as decided by this year’s global jury.

A further 10 projects received Commendations, cementing their place as standout creative advertising projects from the last year.

Jurors from around the world met in New York on December 3rd for the global jury day, in partnership with JSM Music, to discuss, debate and deliberate over the 38-piece shortlist.

This year’s Immortal winners are:

IKEA - U up? (submitted by Rethink)

L'Oréal Paris The Final Copy of Ilon Specht (submitted by McCann Paris)

Rakish Entertainment, Chicago Hearing Society - Caption with Intention (submitted by FCB Chicago)

SickKids Foundation - The Count (submitted by TBWA\Canada (formerly FCB Toronto), Merchant and Soundtree)

The four Immortal winning projects came from two regional rounds of judging - Europe and North America - and were from three countries: one from each of France and the USA, with Canada collecting two.

It was a phenomenal year for Canadian creativity, with two Immortals and one Commendation cementing the market’s place as the best performing at this year’s competition.

Rethink built upon its recent success with a third consecutive Immortal Award, this year for IKEA’s ‘u up?’. It follows top prizes in 2024 for Coors Light’s ‘Coors Light’s Out’, and 2023 for Kraft Heinz’s ‘Heinz Ketchup Fraud’.

SickKids Foundation’s ‘The Count’, submitted by TBWA\Canada (formerly FCB Toronto), Merchant and Soundtree, earned Canada its other Immortal, whilst a Commendation was awarded to Ogilvy Canada for Dove’s ‘Most Likely To’.

The USA assisted the North American domination of this year’s competition by picking up one Immortal and two Commendations. ‘Caption with Intention’, for Rakish Entertainment, Chicago Hearing Society by FCB Chicago earned Immortal status.

The now-retired agency network picked up its first and last Immortals at this year’s competition, having won multiple Commendations across the previous seven years. Commendations in the US were awarded to Dentsu Creative, for Nutter Butter’s ‘Nutter Butter, You Good?’, and Union Editorial, for Uber One’s ‘Cox Goes to College’.

The only Immortal to be awarded outside of North America went to McCann Paris for L'Oréal Paris’s ‘The Final Copy of Ilon Specht’. It continues a French hot streak at the competition, with the market receiving an Immortal and two Commendations over the last two years.

There were two further Commendations awarded in Europe. VCCP collected the UK’s only prize this year, for Cadbury’s ‘Made to Share’, whilst Heineken’s ‘Pub Succession’ received a Commendation, marking the second successive year the client and agency offices - Publicis Dublin and LePub - have won together.

Two projects from the LATAM round of judging collected Commendations. ‘Tracking Bad Bunny’, by DDB Latina Puerto Rico for Bad Bunny, and The Coca-Cola Company’s ‘Shades of Red’, by DAVID Madrid for the Mexican market, were victorious.

Each of Australia and New Zealand landed a Commendation for the region. FINCHpicked up Australia’s prize for ‘36 Months’, whilst Motion Sickness landed a Commendation for The New Zealand Herpes Foundation’s ‘Make New Zealand the Best Place in the World to Have Herpes’.

Finally, Thailand has received its first ever prize at The Immortal Awards. ‘Let There Be Cake’, for KFC Thailand and submitted by Carbon Films, is the sole Asian winner at this year’s competition.

The global, prize-giving jury consisted of: Brynna Aylward, chief creative officer, adam&eveDDB US; Andy Bird, founding partner and chief creative officer, Le Truc; Danilo Boer, global creative lead and partner, McCann; Alexis Bronstorph, chief creative officer, No Fixed Address; Julia Lafferty; head of production, 72andSunny New York; Tom Murphy, North American chief creative officer, VML; Joe Sciarrotta; global deputy chief creative officer; Joel Simon, chief creative officer and CEO, JSM Music; Harjot Singh, global chief strategy officer, McCann Worldgroup; Pelle Sjoenell, worldwide chief creative officer, Droga5; and Aaron Starkman, global chief creative officer, Rethink.

​Paul Monan, head of creative excellence at Little Black Book, says, “We’re thrilled and proud to reveal the winners of The Immortal Awards 2025. It’s a truly global spread of projects, spanning so many media and client types, that we believe demonstrates just how much incredible commercial creativity is being made all over the world. At a time of global tension, it’s important for creativity to be shown as a powerful tool for change and transformation. This year’s body of winners does just that. With 10 markets represented, plus countless more involved in the making of them, and five of our six regions winning something, it’s a testament to our judging format that work from everywhere can shine on the global stage. A huge thank you to over 100 jurors for their time, effort and expertise in getting us to our winners, and to all of the sponsors and partners for continuing to support our mission to celebrate creative excellence.”

The full list of winners from The Immortal Awards 2025 are:

IMMORTAL

IKEA - U up? (submitted by Rethink)

L'Oréal Paris The Final Copy of Ilon Specht (submitted by McCann Paris)

Rakish Entertainment, Chicago Hearing  Society - Caption with Intention (submitted by FCB Chicago)

SickKids Foundation - The Count (submitted by TBWA\Canada (formerly FCB Toronto), Merchant and Soundtree)

COMMENDATION

36 Months - 36 Months (submitted by FINCH)

Bad Bunny - Tracking Bad Bunny (submitted by DDB Latina Puerto Rico)

Cadbury - Made to Share (submitted by VCCP London)

Dove - Most Likely To (submitted by Ogilvy Canada)

Heineken - Pub Succession (submitted by Publicis Dublin and LePub)

KFC Thailand - Let There Be Cake (submitted by Carbon Films)

Nutter Butter - Nutter Butter, You Good? (submitted by Dentsu Creative US)

The Coca Cola Company - Shades of Red (submitted by DAVID Madrid)

The New Zealand Herpes Foundation - Make New Zealand the Best Place in the World to Have Herpes (submitted by Motion Sickness)

Uber One - Cox Goes to College (submitted by Union Editorial)