Mountain Dew, Billups and Sky Sports are some of the winners of this year's Digiday Marketing and Advertising Awards Europe

"The winners of this year's Digiday Marketing and Advertising Awards Europe demonstrate how data, technology and culture can converge to drive impact. Winning campaigns used real-time signals and advanced analytics to shape messaging and deliver measurable business outcomes, while technology enhanced experiences without replacing human connection. Brands earned relevance by embedding themselves in communities, cultural moments and behaviors rather than relying on traditional advertising."

"Mountain Dew won Best Influencer Collaboration for "Dew It Anyway," a campaign supporting aspiring digital creators and challenging stereotypes surrounding influencer culture in Poland. The program combined mentoring, webinars and creative challenges on Discord, amplified by top local influencers and Twitch, TikTok, YouTube and Meta placements. By meeting Gen Z and young millennials where they already create and share, Mountain Dew fostered community, belonging and self-expression."

"Billups earned several awards for its work with Alzheimer's Society and Medialab, transforming the town of Blackpool, England, into a living story of early dementia for Dementia Action Week 2024 - securing the awards for Best Out-of-Home Campaign and Best Purpose-Driven Marketing. Over 120 placements across bus stops, benches, billboards and landmarks featured real words from people living with dementia, turning everyday space"

Winners demonstrate integration of data, technology and culture to produce measurable marketing and social outcomes. Campaigns used real-time signals and advanced analytics to tailor messaging while technology enhanced experiences without replacing human connection. Brands built relevance by embedding into communities, cultural moments and behaviors instead of relying on traditional advertising. Success depended on integrated ecosystems of partners, platforms and agencies, with purpose, utility and trust anchoring campaigns that created social value alongside commercial growth. Mountain Dew's "Dew It Anyway" supported aspiring creators through mentoring, webinars and Discord challenges amplified across Twitch, TikTok, YouTube and Meta, fostering Gen Z community and sales growth. Billups transformed Blackpool with over 120 out-of-home placements featuring words from people living with dementia.

Read at Digiday