The most effective advertising, as judged by Australians this year, broke patterns rather than reinforced them, according to the Kantar Advertising Effectiveness Awards revealed at an event at Sydney’s Museum of Contemporary Art.
The awards evaluate how advertising is actually experienced by people and how effectively it drives both short‑term outcomes and long‑term brand equity in an overcrowded content environment.
“The content landscape has become an everything, everywhere, all at once environment,” said Irene Joshy, head of creative for Kantar in Australia and APAC.
“Presence is easy to buy. Meaning is not. That is why it matters to spotlight the campaigns that swim against the tide, creating moments of meaning and winning consumer hearts.
“When the work is born here in Australia and appreciated the world over, it deserves special recognition.”
Joshy said this year’s winners shared a defining creative trait, that they broke patterns rather than reinforced them.
“Their boldness is deliberate and disciplined, proving once again that meaning takes precedence over empty entertainment or engineered sentiment,” she said.
“These campaigns reward attention instead of chasing it and do it by radically changing the way they present their stories in culture.”
2026 Australian winners:
TV Excellence: Volkswagen Australia - The All-New Tayron and Life Half Full
Awarded for two contrasting but equally effective TV executions demonstrating how radically different creative expressions can still remain unmistakably Volkswagen.
“The brand’s versatility stands out by holding two very different creative tones while maintaining absolute brand coherence,” said Joshy.
“One leans into optimism and humanity, the other disrupts expectations entirely. What unites them is radical presence, clarity of intent and a deep respect for the audience.”
Volkswagen also stood out as the best in the world with the creative for The All-New Tayron winning the same category in Kantar’s global awards.
Campaigns: ING - Orange Everyday Travel and Mobile App
ING was recognised for demonstrating that effectiveness is often built through restraint rather than reinvention.
“ING’s work is a powerful reminder that consistency is not conservative when it is done with intent,” says Joshy. “By evolving distinctive assets rather than chasing novelty, the campaign shows how evidence‑led creative bravery pays off over time.”
Digital Excellence: Penfolds Grange - Once Tasted, Never Forgotten and Asahi Super Dry - Seek What is Unique Recognised for immersive digital storytelling and distinctive execution that delivered emotional impact.
Print and Outdoor Excellence: Cadbury - It Could Only Be Cadbury Dairy Milk and Helga’s - Lunchroom
Celebrated for visual storytelling that intuitively communicates the essence of the campaign synergistically.
Architects of Influence: L’Oréal - L’Oreal Paris Australia
Recognised for a disciplined, large‑scale, high‑quality creator strategy that delivered effectiveness without compromising brand coherence and consistency.
Best Campaign: Uber Eats - Get Almost Almost Anything 3.0
Recognised for a fully integrated, multi‑channel system that built fame and effectiveness over time through humour, coherence and media orchestration. The campaign was also recognised globally.
“Success today isn’t about doing more, faster,” said Joshy.
“It is about creating content that people love and remember. These campaigns didn’t chase attention. They commanded it, they earned it, and that is why they epitomise effectiveness.”
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