Athar Awards 2025: 274 Finalists, 35+ Categories, Saudi Creativity on Full Display

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Unlike international advertising award shows such as Cannes Lions or Dubai Lynx, Athar is homegrown and Saudi-only. It was launched to give the Kingdom’s creative economy its own platform—one aligned with Vision 2030—that celebrates campaigns, teams, and individuals shaping cultural and commercial transformation.

Where global awards often focus on craft or category-based disciplines, Athar has been deliberately structured around Campaigns, Individuals, and Teams, judged on a set of criteria spanning idea, strategy, execution, and results.

The 2025 edition sees 274 finalists across more than 35 categories, with 14 of them brand new. Submissions poured in from hundreds of entries across the Kingdom, all reviewed by a jury of 85 industry leaders drawn from government, private, and public sectors. About 60% of jurors are returning from previous editions—either as past speakers, winners, or exhibitors—ensuring continuity and credibility in the judging process. 

“Every shortlisted entry has gone through a rigorous, multi-stage evaluation… judged on criteria spanning research, idea, strategy, execution and results,” reads the press statement.

New categories this year shine a spotlight on leadership, design, innovation, influencer marketing, and emerging creative talent, while eligibility rules were tightened: only work executed between January 2024 and July 2025 was considered, with individual awards limited to professionals active inside Saudi Arabia.

Some agencies stood out for their breadth of work on the shortlist.

VML lands multiple nominations with campaigns for stc and lifestyle clients. Habbar, the independent Saudi agency features across national holiday, destination, and environmental work. Dentsu, FP7 McCann, SMRG Labs, the fullstop, and Webedia also emerge as strong contenders, with several securing recognition across both campaign and people awards—a sign that strategy, creative, and leadership are increasingly judged as a package rather than in silos.

The judging itself goes beyond rewarding creative flair. Campaigns are measured on effectiveness and cultural resonance, not just craft. And because Athar is Saudi-focused, the work reflects the Kingdom’s own ambitions and social context. Entries that connect authentically to Saudi culture or address pressing local issues stand out. In this sense, Athar isn’t trying to mimic international awards—it’s carving out its own format, rooted in Saudi realities. 

For finalists, making the shortlist brings more than prestige: it often translates into greater visibility, new business opportunities, and influence across the market. 

The winners will be announced on 22 October at the Four Seasons Hotel in Riyadh, during a gala that is set to bring together over 800 professionals, brand leaders, and key industry figures for a night that crowns not just the best campaigns, but the people and organisations defining the future of creativity in Saudi Arabia.

Athar Awards 2025 doesn’t imitate Cannes or Lynx—it’s a category of its own.

By putting leadership, culture, and strategy at the centre of recognition, it is becoming the stage where Saudi creativity declares its global intent. And If you want to see where the future of the Kingdom’s creative industry is heading, all eyes should be on Riyadh this October.