Signals of a Changing Media Landscape
Media Innovation Awards 2026 Finalists…
This year’s finalists for The Internationalist’s 18th Annual Awards for Innovation in Media reflect more than strong execution—they offer an early read on how media is evolving.
If recent years proved that media could perform, this year’s finalists suggest it can participate.
Across markets, categories, and approaches, a few clear signals are beginning to emerge:
Participation is becoming the new media currency
From gaming environments and live experiences to behavior-driven activations, many ideas invite people to actively engage—not just watch—blurring the line between media, content, and experience.
Utility is being reimagined as creativity
Several campaigns turn media into a form of service—helping people navigate, learn, or solve real-world challenges—where usefulness becomes the idea, not just a benefit.
Commerce and culture are converging in everyday moments
Retail, food, and purchase-driven behaviors are increasingly the canvas for innovation, transforming routine interactions into creative opportunities.
Technology is most powerful when it disappears into the idea
AI, data, and platform thinking are central—but the strongest work uses them seamlessly, in ways that feel intuitive rather than technical.
Emotion and entertainment remain essential—especially when rooted in real life
Humor, nostalgia, music, and cultural storytelling continue to drive engagement, often grounded in relatable, human insights that travel across markets.
While very different in execution, these finalists share a common ambition: to rethink how media works—not just where it appears.
These are ideas that move beyond placement into participation, beyond messaging into experience, and beyond visibility into value.
2026 Media Innovation Awards Finalists
Al Joumhouria — Uncensored Press: Breaching the Algorithm; Submitted by OMD United Arab Emirates
ALDI Nord & ALDI Süd — Unlocking Ad hoc TV; Submitted by PHD Germany
Alpine — Blue Invasion: Experiencing Alpine; Submitted by OMD Germany
American Express — Unsigned; Submitted by UM London
Audi — Audizone on Amazon; Submitted by PHD Germany
Bolletje — The Kruidnootburger; Submitted by Havas Play Netherlands
British Heart Foundation — Heart attacks can happen on any street; Submitted by PHD UK
Buchanan’s — Buchanan’s Zip Codes; Submitted by PHD USA
Cesar (Mars) — Cesar x TripAdvisor: Dog Friendly Travel; Submitted by EssenceMediacom
CUPRA — Spot Oddity – CUPRA 3D; Submitted by PHD Germany
Dacia — Kidult: When Nostalgia Takes the Wheel; Submitted by OMD Germany
Decathlon Canada — This Black Friday, instead of making deals, we’re making time.; Submitted by Cossette Media Canada
Domino’s — Emergency Pizza 2.0; Submitted by Mindshare USA | WorkInProgress
Doritos — Doritos Cilantro Swap; Submitted by Starcom Taiwan | Saatchi & Saatchi Taiwan
Dove (Unilever) — Born to Run; Submitted by Mindshare USA | Ogilvy UK
E.ON Sweden — The E.ON AdBreak; Submitted by MEDIAPLUS Germany | MEDIAPLUS Nordic
Ford — Baby Bronco Tonight Show Integration; Submitted by Mindshare USA
Foundation to Combat Antisemitism — #TimeOutAgainstHate; Submitted by Mindshare USA | VLM
Frigo — Think of an Ice Cream; Submitted by Havas Play Spain
Georgia Aquarium — Where Wonder Lives; Submitted by Doe-Anderson
Google — Can You Gift It?; Submitted by EssenceMediacom
Google Workspace — 50 States, 50 Stories; Submitted by EssenceMediacom
HORNBACH — Feel like a kid again; Submitted by MEDIAPLUS Germany
HORNBACH — No project without drama; Submitted by MEDIAPLUS Germany
Huggies — Sound of a Hug; Submitted by UM Canada
Initiative Vermisste Kinder & Free2move — Screen2Save; Submitted by MEDIAPLUS Germany
ISDIN — UV Tattoo to Learn; Submitted by Havas Play Spain
KFC — Fries Compensation; Submitted by Arena Media Spain | PS21
Kleenex (Kimberly-Clark) — Kleenex x Mr Doodle: Turning media into accessible art; Submitted by PHD UK
Knorr (Unilever) — #UnlockYourGreenFlag; Submitted by PHD Germany
LEGO Taiwan — WANTED You; Submitted by Starcom Taiwan
LIDL — Toothpaste bought in the Lidl.; Submitted by MEDIAPLUS Germany
Make-A-Wish UK — Overcooked Live; Submitted by Arena Media UK
Mazda — First to the Finish; Submitted by Mindshare USA | VLM | WPP Motion Entertainment
McDonald’s — Happy ReBirthday; Submitted by Starcom Taiwan | Leo Taiwan
McDonald’s — “Mit Mecces um die Welt” – A Global Taste Journey; Submitted by OMD Germany
McDonald’s — McChrispy – I like it loud.; Submitted by OMD Germany
McDonald’s — From Gate to Plate: How Hyperlocal Targeting Made Store Conversion Measurable; Submitted by OMD Germany
McDonald’s — McDonald’s Momentum Quest; Submitted by Starcom Taiwan | Leo Taiwan
McDonald’s — McRib Mistakes; Submitted by OMD UK
Mentos (Perfetti Van Melle) — Mentos Fizzooka; Submitted by Cossette Media Canada
Mr. Tom — Pain Beats Passion; Submitted by Weischer.OOH
Nosotras — Me Feat. Me; Submitted by PHD Chile
OVE & FEEI & Oesterreichs Energie & Bundesinnung Elektrotechnik & Bundesgremium Einrichtungs- und Elektrofachhandel — JOIN THE FUTURE Redstone Challenge; Submitted by Mediaplus Austria
Panadol Cold & Flu (Haleon Taiwan) — The Entertainment Elixir: A Cold & Flu Debut on the Red Carpet; Submitted by Zenith | Leo | Performics – all Taiwan
PENNY — How to save a dream with PENNY; Submitted by OMD Germany
Philips OneBlade — Body Royale: Trim to Win; Submitted by OMD Germany
PLAYMOBIL® — The Roblox Unbox; Submitted by MEDIAPLUS Germany
REWE Markt GmbH — Goodbye Payback, Hello REWE Bonus! Submitted by OMD Germany
RONA — Mike’s Playoffs; Submitted by Cossette Media Canada
Rügenwalder Mühle — Close, Closer, Cold Cuts; Submitted by MEDIAPLUS Germany
Samsung — Get Lost with AI; Submitted by Starcom Taiwan
Samsung — RMN Upstream: Capturing Anticipated Demand; Submitted by Starcom Taiwan
Sanofi — Badge of Honor; Submitted by Havas Media North America
Sapeurs-Pompiers de France — FireCatchers; Submitted by Havas Play France
SAQ — RoséFM by SAQ; Submitted by Cossette Media Canada
Taishin International Bank — Signals of Diligence; Submitted by Starcom Taiwan
Uber Eats — The Mystery Streamer; Submitted by PHD Germany
VisitBritain — Starring GREAT Britain – Britain Takes Center Stage! Submitted by OMD Germany
vivo Taiwan — From Day Coffee to Nightlife — Turning a Lifestyle Rhythm into a Social Movement; Submitted by Zenith Taiwan
Vodafone — GO REAL LIFE: Live in the now instead of the net; Submitted by Weischer.OOH x Carat Germany
Vodafone — Moving Helpers; Submitted by Weischer.OOH x Promodoro
Volkswagen Commercial Vehicles — Say “Car”. The Transporter Answers; Submitted by PHD Germany
Wendy’s — Breakfast Battlegrounds; Submitted by Initiative Canada
Zum Dorfkrug — Top of Ranch: From Neu Wulmstorf to Times Square; Submitted by Weischer.OOH x pilot Berlin
Zurich — The Lost Sense Experience.; Submitted by OMD Germany
All finalists are winners. Announcements on Grand Prix, Gold, Silver, and Bronze to come shortly.
In the coming week, The Internationalist will take a closer look at the work that rises to the top—where innovation translates into measurable impact, and where ideas not only stand out, but stand the test of effectiveness.
For now, this year’s finalists offer a clear view of a media landscape in motion.
ABOUT THE AWARDS:
For nearly two decades, The Internationalist Awards for Innovation in Media have celebrated the ideas and ingenuity that shape modern marketing. These Awards are recognized worldwide for one simple reason: they honor the work that truly moves the industry forward.
Each year, we see extraordinary case studies from every region — bold uses of technology, inventive applications of data, breakthrough storytelling, and strategies that redefine what media can accomplish. These Awards shine a spotlight on the teams and thinking that inspire marketers everywhere.
Judging is anonymous and conducted by marketers from The Internationalist community and ANA members. Unlike many awards programs, there is no predetermin
