In this post, our Marcoms and Events Officer, Nicole Laleva, shares her first-hand experience from this year’s MIXX Awards Europe, giving a behind-the-scenes look at the creativity, energy, and inspiration that made the event so memorable.
The virtual room was buzzing, screens glowing across Europe, and ideas were flying from one corner of the continent to another. More than two weeks have passed since the 2025 MIXX Awards ceremony, but the thrill of that day hasn’t faded. If anything, it’s grown.
I’ve been reflecting on one of the highlights of my 2025: stepping behind the scenes of the MIXX Awards Europe for the very first time. Being part of IAB Europe’s team and seeing the judging process up close was an eye-opening and deeply enriching experience, one that proves why formats like this are so vital for our industry.
Watching the judges deliberate, debate, and celebrate creative ideas was electric. The room was full of curiosity, insights, and passion as leaders from WPP Media, Meta, TikTok, Microsoft Advertising, RTL Ad Alliance, Procter & Gamble, Publicis and many more explored each campaign. There were sparks of laughter, moments of surprise, and joyful “aha!” reactions as brilliant ideas were uncovered. It felt like stepping into the very heartbeat of European digital creativity, with ideas flying across screens like holiday lights twinkling across the continent - bright, inspiring, and impossible to ignore.
As I stepped back from the whirlwind of judging and deliberations, one thing became crystal clear: it’s the campaigns themselves that bring the MIXX Awards to life. Each one is a little spark of creativity, a bold idea turned into reality, and a reminder of why our industry thrives on imagination and innovation.
As I reflected on the ceremony, a few campaigns stood out for their creativity, impact, and sheer originality - each a shining example of what it means to be truly future-proof in today’s fast-changing digital landscape. I want to share the campaigns that captured my imagination and the judges’ hearts. Again, each is very different, but equally inspiring.
I’ll start with one campaign that truly stole the show for me… Rainbow Wool by MEDIAPLUS Germany and Schäferei Stücke. Fun, interactive, and full of heart, it was not only a favourite among the judges, earning two Gold awards in ‘Brand Purpose / DEI / ESG’ and ‘Influencer / Creator Collaboration’, but also a brilliant example of creativity meeting purpose.
The proceeds of the campaign have gone to global LGBTQ+ charities, making Sheep Farm Stücke a joyful symbol of inclusion, advocacy, and sustainability.
Fun, interactive, and full of heart, this campaign truly turned wool into a reason to celebrate.
As one judge put it:
"Rainbow Wool is a rare example of a campaign that transforms a simple product into a powerful cultural symbol. By turning the wool of rescued gay rams into a statement of pride, it merges sustainability, creativity, and activism in a way that feels both authentic and joyful."
Another added:
"A brilliant insight has been turned into a truly authentic campaign which drives not only fantastic business success but also captures the zeitgeist in an extremely positive and uplifting way."
From colourful sheep to something a little closer to home for many of us, the next campaign speaks directly to the Gen Z in me:#UnlockYourGreenFlag. The idea? Cooking isn’t just a life skill - it’s a dating advantage. In a world trained to spot “red flags,” a Knorr × Tinder study revealed a rare positive: cooking signals care, independence, and maturity. Suddenly, stirring a pot became a way to win hearts, not just feed yourself.
The campaign made cooking culturally desirable, encouraged actual participation, and gave a fresh, playful twist on what it means to be attractive in 2025.
As one judge said:
"I believe the brand has executed a brilliant and unconventional partnership, pushing its boundaries. The clever integration of the 'green flag', specifically within the modern dating narrative, is proving to be a great way to connect with the target audience."
It was exciting to see a campaign that wasn’t just smart, it was genuinely fun, relatable, and full of personality. And as someone living in the Gen Z world it was targeting, I could totally see why this one resonated so strongly.
And then there’s the campaign that truly spoke to the heart - not just mine, but all the judges’ and reminded everyone why stories like this need to be told: Saving the Voice of the Ghetto by Saatchi & Saatchi Poland and the POLIN Museum of the History of Polish Jews, this year’s Grand Prix winner.
History is lost when it isn’t heard. When the last witnesses who can say “I was there” pass away, stories like the Warsaw Ghetto Uprising risk falling silent.
The activation was extraordinary, reminding everyone that even 80 years after the war, these stories are crucial, relevant, and must be shared. Campaigns like this give a voice to history and make us pause, listen, and remember.
As one judge said:
"It uses advanced AI in a respectful and powerful way, and turns a tech innovation into a deeply human experience. This is Grand Prix‑worthy work."
Another added:
"If the prize is about pushing the boundaries of what marketing and communications can achieve - not just selling what you already sell, but reshaping how we listen, remember, and act - then this campaign absolutely deserves the Grand Prix."
This campaign perfectly illustrates why entries like this are so valuable: they combine creativity, technology, and purpose to create work that doesn’t just impress but matters.
As 2025 draws to a close, looking back at the MIXX Awards reminds me why creativity, bold ideas, and purpose-driven campaigns are at the heart of our industry. From the playful and inclusive spirit of Rainbow Wool, to the clever cultural insight of #UnlockYourGreenFlag, and the deeply moving impact of Saving the Voice of the Ghetto, this year’s winners show the extraordinary range, talent, and vision shaping European digital marketing today.
If you want to explore all the winning campaigns, you can see the full list of winners here and watch the MIXX Awards ceremony here.
And a little teaser for 2026 - the next MIXX Awards will be announced soon, so make sure to keep your ideas bold, your creativity flowing, and your campaigns ready to shine.
Wishing you a joyful festive season full of inspiration, creativity, and stories that move you. Here’s to a 2026 filled with unforgettable campaigns and exciting new ideas!
