PIMO & Memac Ogilvy among White Square's 2025 Winners

This year’s competition attracted 1,210 entries from 38 countries spanning Europe, North and Latin America, the MENA region, Asia, China, and beyond.

Entries were assessed across six jury panels composed of internationally acclaimed creatives and communications leaders—many of whom are regular jurors at major global awards shows.

From Beirut to Bangkok, the MASS MEDIA JURY chaired by ArabAd's CEO/editor Ghada Azzi  and represented by founders and editors-in-chief of specialized media in the sphere of marketing and advertising from different countries, gathered to sift through creative sparks within 150+ entries from 38 countries. The jury panel evaluated entries in 35 sub-categories in Communication, Digital & Mobile, Reach, Integrated Campaigns, Change for Good. Brands, Change for Good. Non-profit, Charity, Government.

“What truly inspired me was the level of intention behind so many of the ideas. We weren’t just looking at campaigns—we were looking at work that sought to move people, shift perceptions, and in the case of gold and grand prix, even drive change. That’s the kind of work that sticks. That’s the kind of work that matters,” asserted ArabAd’s Ghada Azzi.

The Grand Prix was selected by the Grand Jury, made up of the chairpersons from each main jury panel.

For the first time, the festival also introduced a “Best of Contest” distinction, raising the bar on creative recognition.

Evaluation focused on both the originality of the idea and the quality of its execution, while effectiveness categories placed added emphasis on tangible impact and performance.

The overall judging process adhered to the highest international standards, with a highly competitive field and a deliberately limited number of awards, underscoring the prestige of the recognition.

“This year, we noticed a clear shift: brands are becoming bolder—not just in execution, but in taking a stand. Purpose-led narratives, integrated media thinking, and strong local insights blended with global relevance all came through strongly,” added Ghada. “There was also a refreshing focus on craft and storytelling across multiple platforms—proof that even in a hyper-digital age, storytelling still reigns.”

Among the Middle East winners, it is noteworthy to mention the awards won by independent Beirut-based agency PIMO which scooped three awards for its 'LUX’s Bold Stand on Women’s Day' campaign (a silver in Change for Good - Gender Equality; a Bronze in Integrated Social & Influencer, and another bronze in Digital & Mobile Social & Influencer).

On Women’s Day 2024, LUX took a bold stand against sexism by flipping the narrative. Three male opinion leaders in three different countries (Lebanon-Jordan & Iraq) shared sexist judgments that women usually face—words that, when spoken by men, suddenly felt shocking and unacceptable.

The reveal, seamlessly transitioning between genders, showed high-profile female influential opinion leaders /Public figures delivering the same statements. This powerful contrast highlighted society’s deep-rooted biases and reinforced LUX’s mission: “Inspiring women to rise above everyday sexist judgments while expressing their femininity unapologetically.”

Through this thought-provoking campaign, LUX urged society to cleanse its mentality and reject discrimination—no matter who it targets.

“We’re grateful to see our Lux campaign ‘Reversed Roles’ spark conversations, challenge stereotypes, and help amplify women’s voices. Centered on gender equality and the fight against sexist judgment, this campaign aimed to shift perspectives and provoke thought.

"Being recognized with 2 Bronze and 1 Silver at the White Square Festival is an a reflection of collaborative creativity, the dedication of our team, and the trust of a brave client who believed in the power of purposeful storytelling,” commented Georges Slim, CEO of PIMO agency. 

Memac Ogilvy is another winner from the region, with its ‘LIKEA’ campaign for IKEA.

LIKEA is a social media campaign for IKEA that blends the power of language with the comfort and style of IKEA's products, inviting people to see how IKEA fits into their daily aspirations. By giving well-known idioms a playful twist, the campaign showcases how IKEA's products can help everyone live "likea" star, "likea" pro, and "likea" boss in every aspect of their life. "LIKEA" is designed to bring IKEA closer to people's life, reinforcing the brand's role in inspiring and empowering them to live their best life in every corner of their home.

While not the loudest on the awards circuit, White Square commands the respect of true creative insiders. Its selective process and global jury make winning here a mark of genuine craft—and in a crowded field of festivals, that still matters. Small but big, the White Square Festival continues to champion ideas that not only reflect creative brilliance but also promote universal human values, peacefulness, and progressive marketing practices.

“At ArabAd, we love these awards—small but mighty—because they let us discover those hidden advertising gems that usually fly under the radar!”, concluded the editor of ArabAd.

Winners of White Square Festival 2025:

GRAND PRIX

Hotel La Argentina, agency Mercado Mccann, Argentina

    BEST OF CREATIVE CONTEST: Hotel La Argentina, agency Mercado Mccann, Argentina



BEST OF BRANDING CONTEST: Visible bag, agency Synthesis agency, Uzbekistan



BEST OF MARKETING SERVICES CONTEST: Hotel LaArgentina, agency Mercado Mccann, Argentina



BEST OF MEDIA CONTEST: The OrdinaryLife Hearing Test, agency CJ Worx, Thailand



BEST OF DIGITAL CONTES: Name This Oreo, agency VML New York, USA



BEST OF CRAFT CONTEST: The Boy &The Octopus, agency adam&eveDDB, United Kingdom



BEST OF MASS MEDIA CONTEST: Peru meetstheir champion, agency Tribeca Media, Peru

THE AGENCY OF THE FESTIVAL

Voskhod, Russia

For all winners, head to White Square Festival's website.