Brands, retailers and publishers have increasingly adopted innovation and emerging technology to create adaptive, highly relevant consumer interactions tied to measurable business outcomes. Finalists for the 2025 Digiday Awards leveraged cultural trends and the zeitgeist to stay top-of-mind while linking creative work directly to performance. Warner Bros. Discovery's Courageous Studios used a Google Pixel and Gemini-led influencer campaign around HBO's The White Lotus to generate widespread cultural engagement with over 104 million impressions and 1.3 million views. Critical Mass developed a custom AI pipeline for Starburst's "Different Every Time" campaign, prompting substantial growth among Gen Z and strong sales lifts. Instacart’s advertising leadership has evolved Instacart Ads into a unified, omnichannel retail media ecosystem.
For instance, in the Best Use of Influencer Marketing category, Warner Bros. Discovery's Courageous Studios is nominated for a Google Pixel campaign centered around the third season of HBO's "The White Lotus." Pop culture podcaster Evan Ross Katz and cast member Nicholas Duvernay traveled through Thailand with only the Google Pixel and Gemini to guide them, turning real-time exploration into a dynamic content series that paired seamlessly with the show's weekly episodes. The results positioned Google Pixel with Gemini at the heart of cultural conversation, driving more than 104 million impressions, 1.3 million views and engagement from fans, brands and talent alike.
And Critical Mass is among the finalists in the Best Use of AI category. The agency reimagined how Starburst connects with consumers by developing a custom AI pipeline for its "Different Every Time" campaign. Instead of relying on new product launches, the brand tapped into Gen Z's appetite for creativity, individuality and constant discovery by generating modular, ever-changing content tailored to different audiences and contexts. In just seven months, Starburst Gummies saw a 150% increase in dollar growth and a 65% rise in unit sales, while the overall portfolio achieved an 8% lift among Gen Z.
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