It’s the moment you have all been waiting for, the first round of finalists for the B&T Awards 2025 have been revealed!
After hours, days, nay, weeks of judging, our esteemed panel have whittled it down to these exceptional pieces of work.
Tomorrow, we’ll be revealing the Agency of the Year and Leadership Awards finalists.
But let’s get on with the show. Here, in alphabetical order by agency name only, are your finalists for the 2025 B&T Awards Campaigns of the Year!
Best Consumer PR Campaign
- Bastion Agency, ‘Legend of The Tongs’, Bunnings
- Clemenger BBDO, ‘Cat Conversion System’, Whiskas
- Dentsu Creative PR, ‘Geely. Here to Stay’, Geely
- HAVAS Red, ‘Odd Jobs’, Tourism Tasmania
- Herd MSL, ‘Telstra Heritage Phones’, Telstra
- It’s Friday, ‘Hey Drake, this yours?’, Sydney Water
- Poem, ‘It’s Common Sense’, Uber
- Special PR, ‘Last Flight Club’, Virgin Australia & Visit Victoria
- Supermassive, ’36 Months’, 36 Months
- Thinkerbell, ‘Rexona Whole Body Deodorant’, Unilever
- We Are Different, ‘The Life-Changing Loo Roll’, Kimberly-Clark Australia
- We Are Different, DO. Agency & Hello Social, ‘Eat Your Heart Out’, Paramount+
Best Creator-Led Campaign
- 2045 Agency, ‘The Longest Runway’, 247 Represent
- Akcelo x Amplify, ‘Double Date’, Tinder
- Always Human, ‘Activia’s Wellness Collective’, Activia
- Asahi Beverages 1house, ‘Schweppes x Messina – The Scoop ‘, 1house Asahi Beverages
- Clemenger BBDO, ‘Packed Full of History’, Samsung
- Connecting Plots, ‘The Week Long Layover’, Changi Airport Group
- Contiki, ‘The Contiki Indoventure’, Contiki
- dentsu Queensland, ‘Reimagining Pride Through Creator-Led Storytelling’, Brisbane Powerhouse
- EssenceMediacom & WPP Media ‘My Kind of Independence’, Mable
- Herd MSL, ‘Pour It, Mix it, Hack It’, Nescafe
- Publicis Groupe, ‘Zyrtec Storytime’, Kenvue
- Wavemaker, ‘Bref x City2Surf – A Poodium Finish’, Bref / Henkel
- We Are Different, ‘The Moment Club’, Fujifilm
Best CTV & Video Campaign
- 72andSunny, ‘Keep Moving’, realestate.com.au
- Avenue C, ‘Escape your Pricey Telco’, amaysim
- Awaken, ‘Joy in Community’, Opal HealthCare
- Droga5 ANZ, part of Accenture Song, ‘The Comments Section’, Meat & Livestock Australia
- Havas Host, ’50 Years in Australia and it’s just the start.’, IKEA
- Howatson+Company, ‘Know What We Know’, Domain
- Howatson+Company, ‘Care You Can Count On’, Allianz
- Howatson+Company, ‘Puppies and Kittens’, Petbarn
- The Media Store, ‘What the Future?!’, RMIT
Best Digital Campaign
- Akcelo x Amplify, ‘Double Date’, Tinder
- Akcelo x OMD, ‘McDonald’s X Squid Game: Dare to Play’, McDonald’s
- BMF, ‘Algorithm of Disrespect’, Department of Social Services
- Dentsu Creative, ‘Banner Ad Change Room’, THE ICONIC
- Dentsu Creative, ‘Healthier Ways’, Zespri Kiwifruit
- It’s Friday, ‘Hey Drake, This Yours?’, Sydney Water
- Jack Nimble + Spotify + Akcelo + One Vibe, ‘Playlist Dedications’, Spotify
- Leo Australia, ‘Suncorp Haven’, Suncorp Insurance
- Mindshare Australia, ‘The Dove Meno-Unpause’, Unilever
- Special & Hatched, ‘Mum-nipulate the algorithm’, Kitchen Warehouse
- Wavemaker, ‘Stronger with You’, Armani / L’Oreal
- Yango, ‘Conversation to Conversions’, Scape
Best Direct Response Campaign
- Akcelo, ‘Double Date’, Tinder
- Akcelo, ‘GNBC Greatest Catch’, Great Northern Brewing Company / CUB
- Akcelo x OMD, ‘Squid Game: Dare to Play’, McDonald’s
- alt/shift/, ‘The Hardest Share’, Transport Accident Commission (TAC)
- Apparent, ‘TGE Progress Personified’, Team Global Express
- Convenience Advertising, ‘DonateLife’, Australian Government Organ and Tissue Authority
- Dentsu Creative, ‘Banner Ad Change Room’, THE ICONIC
- Howatson+Company, ‘Appeal Appeal’, UNICEF
- iProspect, ‘eBay at the Edge of the Circular Economy’, eBay
- It’s Friday, ‘Hey Drake, This Yours?’, Sydney Water
- Special, ‘Export Ultra Cold Call Back Service’, DB Breweries
- Special & Hatched, ‘Mum-nipulate the algorithm’, Kitchen Warehouse
Best Integrated Ad Campaign
- Apparent, ‘BBL Feel Alive/Got a Good Feeling’, Cricket Australia
- Bastion, ‘Kellogg’s For Real’, Kellogg’s
- BMF, ‘Go Big on the Little Things’, ALDI Australia
- Dentsu Creative, ‘Got You Looking’, THE ICONIC
- Havas Host, ’50 Years in Australia and it’s just the start’, IKEA
- Howatson+Company, ‘Appeal Appeal’, UNICEF
- INNOCEAN, ‘How we reversed the fortunes of an SUV in decline by rallying Aussies against same-sameness’, Hyundai
- Keep Left, ‘How Ya Travellin’?’, Healthy Heads Trucks & Sheds
- MONTOYA, ‘That’s How We Fly’, Air New Zealand
- Special, EssenceMediacom & Nine, ‘Maybe Even Andy’, Uber Eats
- Today the Brave, ‘Redhead Redemption’, Wendy’s
- Wavemaker, ‘A Never Square Partnership’, Toblerone / Mondelez International
Best Media Campaign
- Bastion, ‘Kellogg’s For Real’, Kellogg’s
- EssenceMediacom, Special and Nine, ‘Maybe Even Andy’, Uber
- INNOCEAN, ‘How We Created a Hit Reality TV Show as the Ultimate EV Range Torture Test’, Hyundai
- Mediahub, ‘Winning the Culture Game at the Australian Open’, New Balance
- Mindshare Australia, ‘Hoop Dreams’, Ford
- Mindshare Australia, ‘The Dove Meno-Unpause’, Unilever
- OMD and Akcelo, ‘Macca’s Squid Game Meal – Dare to Play?’, McDonald’s
- Havas Media / Havas Host, ‘How a Brand Portfolio Strategy Drove Marketing ROI, Brand Power and Category Growth’, Tassal
- TBWA\Melbourne, ‘Welcome to Melbourne’, Specsavers
- This Is Flow, ‘Real-Time Runway’, MESHKI
- Wavemaker, ‘Length Does Matter’, Maybelline / L’Oreal
- Wavemaker, ‘Finding Audible’s Stride’, Audible
- Yango, ‘CHALLENGER TO CHAMPION’, BYD ANZ
Best Out of Home Campaign
- Akcelo, ‘Summer Stories’, Spotify AUNZ
- Avenue C, ‘Pack it. Stack it. Snack it.’, Primo
- Dentsu Creative, ‘Healthier Ways’, Zespri Kiwifruit
- M+C Saatchi Group, ‘Travel Booking’, Commonwealth Bank
- Mindshare Australia, ‘Hero the Bits Below the Pitts’, Rexona/Unilever
- Nunn Media, ‘A Proper OOH Disruption’, Yorkshire Tea
- OMD, ‘Wherever We Go’, Telstra
- oOh!media & PHD, ‘ANZ Falcon’, ANZ
- Special, ‘Black Friday’, Kitchen Warehouse
- Special, ‘Coopers Forever Original ‘1 of 1’, Coopers Brewery
- TBWA\Melbourne, ‘Welcome to Melbourne’, Specsavers
- This Is Flow, ‘Real-Time Runway’, MESHKI
- Wavemaker, ‘Wear SPF Every (Sunny) Day’, Garnier / L’Oreal
Best Pro-Bono Campaign
- Apparent, ‘Change Direction’, Jilya Institute
- Avenue C, ‘Show We Care’, MNDA
- Best Case Scenario, ‘How Best Case Scenario Evolved TechDiversity’s 10-Year Legacy from Awards to Action’, TechDiversity Foundation
- Carat and Tag, ‘A Happier 10th Birthday’, Raise The Age NSW
- Emotive, ‘Don’t Mine What’s Mine’, Deep Rising
- EssenceMediacom, ‘Go Blue to End Bullying’, Dolly’s Dream
- Howatson+Company, ‘Appeal Appeal’, UNICEF
- INNOCEAN, ‘How We Used the Imagination of Children to Enshrine Legal Protections for Australia’s Most Endangered Sharks & Rays’, Australian Marine Conservation Society
- Special with TikTok & PHD Australia, ‘Shift 20 Casting Call’, Shift 20 Initiative
- The Engine Group & Wavemaker, ‘Grooming Hides Behind Harmless’, Bravehearts
- Zenith Media, ‘Stadium of Hope’, Act for Kids
Best Regional Media Campaign, presented by Boomtown
- Awaken, ‘Seek Offbeat, A Regional Growth Engine’, Visit Newcastle
- GoTransit Media Group, ‘Ride the Fizz’, Hard Fizz
- INNOCEAN, ‘How We Turned the pre-EOFY Quiet Period into a Goldmine for Regional Hyundai Dealers’, Hyundai
- Keep Left, ‘How Ya Travellin’?’ Healthy Heads Trucks & Sheds
- Showpony, ‘Water Conservation’, TasWater
- Wülfe, ‘Lawn of Fame’, Mort & Co.
Best Retail Media Campaign
- 2045 Agency, ‘The Longest Runway’, 247 Represent
- Akcelo, ‘Grimace’s Very Important Purple Tour’, McDonald’s
- Akcelo x OMD, ‘Squid Game: Dare to Play’, McDonald’s
- Clemenger BBDO, ‘Sweet Ben’, Samsung
- Coles 360, ‘Share a Coke’, Coca-Cola
- EssenceMediacom with Amazon, ‘Unlocking Amazon to Reward That Thing You Did’, Mars
- Hatched & Cartology, ‘Give Back With Your Backside: A Retail Media Success Story’, Who Gives A Crap
- Mindshare Australia, ‘Sodastream OmniFizz’, Sodastream
- MixIn Media by endeavour, ‘Spritz the Summer’, Aperol Spritz/Campari
- Publicis Groupe, ‘Zyrtec Storytime’, Kenvue
- Tassal, ‘Turning the Tide: Tassal Reverses Customer Decline with Smarter Retail Media Strategy’, Tassal
- We Are Different, ‘The Life-Saving Loo Roll’, Kimberly-Clark Australia
Best Social Media Campaign
- Akcelo x Amplify, ‘Double Date’, Tinder
- Bench Media & Circul8, ‘100% Wholesome Nudie Shots’, nudie
- Dentsu Creative PR + TAG + We The People, ‘Prime Book Club Live’, Prime Video
- Droga5 ANZ, part of Accenture Song, ‘The Comments Section’, Meat & Livestock Australia
- It’s Friday, ‘Hey Drake, This Yours?’, Sydney Water
- Jack Nimble + Spotify + Akcelo + One Vibe, ‘Playlist Dedications’, Spotify
- OpenMind, WPP Media with VML, ‘KitKat Break Chair’, Nestle
- Mindshare Australia, ‘Dove Real Beauty Unfiltered’, Dove / Unilever
- Showpony, ‘Don’t Let Vaping In’, Quit Tasmania
- Special, ‘Made for Down Under’, BONDS
- Special with TikTok & PHD Australia, ‘Shift 20 Casting Call’, Shift 20 Initiative
- Today the Brave, ‘Redhead Redemption’, Wendy’s
- Wavemaker, ‘Cadbury AI Carol Cards’, Cadbury / Mondelēz International
Best Sponsorship Campaign
- Awaken, ‘Proper No. Twelve. Sponsorship That Lives Where Passion Lives’, Proximo Australia
- Gemba, ‘Legendary Moments’, Toyota Australia
- Herd MSL, ‘Telstra Touch and Track’, Telstra
- Howatson+Company, ‘Appeal Appeal’, UNICEF
- Mindshare Australia, ‘Hoop Dreams’, Ford
- Nine, Dentsu and M+C Saatchi ‘Fresh Fuels the Best in All of Us’, Woolworths
- OMD & Akcelo, ‘Macca’s Squid Game Meal – Dare to Play?’, McDonald’s
- Slingshot, ‘Dry July to DIY’, Inspirations Paint & Dry July
- Special, EssenceMediacom & Nine, ‘Maybe Even Andy’, Uber Eats
- The Core Agency, ‘Heartfelt Guernsey’, QBE AUSPAC
- The Zoo Republic & We Are Different, ‘Jack Daniel’s x McLaren – Jack’s Rides’, Jack Daniel’s – Brown Forman
- Youi, ‘Scott. The Unlikeliest Sponsor.’ Youi
Best Tech and AI Campaign
- alt/shift/, ‘Chat Bot Comedy’, Buddy Telco
- amaysim Mobile, ‘The Escape Story’, amaysim
- Amplify, ‘Samsung Vivid 2025_Space To Dream’, Samsung
- Leo Australia, ‘Suncorp Haven’, Suncorp Insurance
- Plus Also Studios, ‘A Pioneering Creative Technology Model’, Endeavour Group
- Saatchi & Saatchi, ‘PatGPT’, Saatchi & Saatchi
- Special with T&DA & PHD Australia, ‘DöppelFalcon’, Finder ANZ
- The Company We Keep, ‘Agentforce Meant to Be Activation’, Salesforce
Best TV Campaign
- 72andSunny, ‘Keep Moving’, realestate.com.au
- AAMI, ‘Athletes In The Making’, AAMI
- BMF, ‘Go A Little Extra’, ALDI Australia
- BMF, ‘Don’t Let A Car Change Who You Are’, Department of Transport, Regional, Comms, Sport & Arts
- Clemenger BBDO, ‘Go Further’, 7-Eleven
- Howatson+Company, ‘Care You Can Count On’, Allianz
- Howatson+Company, ‘Puppies and Kittens’, Petbarn
- Howatson+Company, ‘Know What We Know’, Domain
- INNOCEAN, ‘How We Reversed the Fortunes of an SUV in Decline by Rallying Aussies Against Same-sameness’, Hyundai
- Saatchi & Saatchi, ‘In A Pickle’, Toyota Australia
- Special, ‘HBO Max Launch (Memes)’, Warner Bros. Discovery
- Special, ‘Cher Turn Back Too Far’, Uber Eats
Siren Award for Best Radio/Audio Campaign, presented by CRA
- ARN & Zenith Media, ‘One Less Thing To Worry About’, Battery World
- Droga5 ANZ, part of Accenture Song, ’52 Weekends’, Victoria Bitter
- Droga5 ANZ, part of Accenture Song ‘Moments of Glory’, No Ugly
- Eardrum/FCB Aotearoa, ‘It Takes Time’, Goodnites/Kimberly-Clark
- Entropico, ‘triple j Sonic Rebrand’, ABC
- GSL Media, ‘Teeth Have Feelings’, Dentistry First
- Keep Left, ‘How Ya Travellin’?’, Healthy Heads Trucks & Sheds
- Special, ‘Export Ultra Cold Call Back Service’, DB Breweries
- TBWA NZ/Eardrum, ‘Phone Lullabies’, 2degrees
