Jury president KR Liu, global head of product innovation and marketing partnerships for platforms and devices at Google, revealed that the jurors valued campaigns that truly influence the future of creativity – work that ‘didn't just speak to a moment, but shaped where we go next’.
She advised brands to be bold and to ‘really step up’, adding that ‘it’s not just about creating a campaign, it’s about creating a movement for society change’.
Talking about Dove’s Real Beauty platform, Liu said: ‘This year’s Grand Prix winner stood out for its unwavering commitment not to trends, but to truth. It wasn’t designed for virality, it was built for impact. In a field of powerful entries, this work earned our highest recognition because it delivers consistent, measurable and systemic change. It shows what’s possible when creative storytelling is grounded in cultural understanding, co-creating with the community, and guided by courage and conviction. This is kind of leadership we need now more than ever.’
