Worldwide Partners (WPI), the world’s most collaborative agency network, has announced the winners of their 2025 Grand Indies Awards. The Grand Indies recognize creativity, innovation, and effectiveness of campaigns by Worldwide Partners' independent agency partners around the globe. 

The awards were judged by a global panel of industry experts within seven award categories – B2B, B2C, Healthcare, Talon Outdoor, Social Good, Tech Innovation, and Travel and Tourism. The shortlist of finalists was announced in April. A winner was selected from each category, and a Best in Show Award was also selected from the seven category winners. 

The Grand Indies awards were given out on May 6, the final night of NEXT 25, our Global Summit in Chicago, USA.

Following are the Grand Indies winners for each category:

Social Good and BEST OF SHOW

Winning Agency: LG2

Location: Quebec, Canada

Client: Dans La Rue

Campaign: Address Change

Dans La Rue, a homeless shelter in Quebec, launched a social media campaign to collect clothing donations for homeless youth. Four influencers changed their shipping addresses to the shelter's address, and for two months, redirected packages from companies to the shelter. A video explaining the idea was launched, and the campaign was picked up by traditional media. Dozens of other influencers joined the cause, and 32 major brands unknowingly participated. The campaign resulted in a 30,000% increase in social media reach for Dans La Rue, and over $95,000 worth of clothing was donated.

B2B 

Winning Agency: Zambezi

Location: Los Angeles, CA, USA

Client: UKG

Campaign: Time of Your Life

UKG, a company with low awareness in its industry, launched a campaign to elevate its brand and demonstrate its commitment to improving workplace environments. The campaign targeted a broader audience, including manager-level executives, and utilized a 360 approach, including a Today Show integration and sponsorships. By focusing on diverse workplaces and showcasing real employees, the campaign successfully increased UKG's aided awareness by 14% and led to a significant rise in revenue, securing the #2 market share position.

B2C 

Winning Agency: LG2

Location: Toronto, Canada

Client: Ontario Cannabis Store

Campaign: Buzzkill

Ontario's cannabis market is worth $3.2 billion, but half is illegal and untested, posing safety risks. To combat this, the Ontario Cannabis Store (OCS) launched Buzzkill, a fake illegal cannabis brand. They opened a fake dispensary in Toronto and "sold" products highlighting contaminants, educating consumers on the dangers of illegal cannabis. This campaign reached 33.2 million people, increased awareness by 59%, and boosted OCS website visits and legal purchases. Buzzkill reinforced OCS's mandate and proved that illegal cannabis isn't worth the risk.

Healthcare 

Winning Agency: Lippe Taylor/prompt.

Location: New York, NY, USA

Client: Opella North America

Campaign: Sleeping Beauties by Unisom

To combat stagnation in the sleep-aid market and capitalize on the cultural relevance of sleep, Unisom partnered with Christian Siriano to position Unisom as the 'sleep expert' during the 2024 Met Gala. Siriano designed sleep-inspired looks for 20 models who walked a choreographed route through NYC, pretending to sleep at iconic locations. This activation garnered media attention from outlets like Women's Wear Daily and social media engagement, resulting in increased brand awareness and a positive perception of Unisom's value, reputation, credibility, and product quality.

Outdoor 

Winning Agency: HOMERUN

Location: Paris, France

Client: ANJ

Campaign: Behind the Mentions

Summer of 2024 opens with the European Ligue Soccer Championship: online gambling platform expect more than 1,000,000€ of bets, just in France.

The risks are high for gambling addiction, an ever-growing issue for ANJ, the organization in charge of gambling regulation.

Everybody sees the fine print, but no one reads it. So we forced people to pay attention.

First we played with betting advertising codes to catch the eye. Then we magnified the fine print, and extended the words with a true story: a gambling addict's true testimony.

Tech Innovation

Winning Agency: The Union

Location: Edinburgh, Scotland

Client: Scottish Widows

Campaign: Pension Mirror

With the state pension fund expected to run out in 2033 and a total lack of pensions engagement, private pension providers like Scottish Widows have a huge challenge ahead to secure their customers’ financial futures. 

Rather than asking people to check their pension, we asked one simple question instead… Ever wondered how old you look? 

To answer this, we developed Pension Mirror. Our online tool scans your face, guesses your age, and tells you the average pension savings for your age mates. Making you wonder: how do I compare? Prompting you to download the app. 

And it worked. We created an effective tool that increased app downloads by 193%, has over ½ million interactions, and got people talking about pensions.

Travel & Tourism

Winning Agency: Ardmore

Location: Belfast, Northern Ireland

Client: Stena Line

Campaign: Stena Line X Troy Hawke

Stena Line faced the challenge of low brand loyalty among Irish Sea ferry passengers, who prioritize convenience and cost. To differentiate themselves, Stena Line and Ardmore leveraged their superior customer service as a unique selling point.

Through audience analysis, they identified a preference for humor and celebrity content on social media. This led to the collaboration with comedian Troy Hawke, whose persona and large following aligned with Stena Line's goals. The campaign, featuring Hawke's unique brand of humor, aimed to highlight Stena Line's customer service and position them as the preferred ferry operator.

Congratulations to all of the 2025 Grand Indies winners on their creative, innovative and effective campaigns.