Changing the conversation is no easy task in our fragmented media landscape. With so many voices, standing out requires creativity, authority, and making platforms work for your brand instead of bowing to algorithms.
Our 2026 Media Plan of the Year awards recognize the media agencies and brand-side planners doing the kind of needle-moving work that tapped into the cultural zeitgeist and drove results.
This year’s honorees span 22 categories, chosen by a jury of fellow industry professionals. From an Indy 500 race with Wienermobiles to a gutsy live taste test between KFC and AI, these media plans took risks—the only sure way to stand out.
Kleenex x Mr Doodle
Tissues had an image problem: useful, but the boxes were driving away under-35s, who found them unattractive in their homes and associated them with illness. The face cleaners needed a facelift, so Kleenex and PHD UK turned to British artist and social media creator Mr Doodle. Over six hours inside a glass cube in London, he created art from audience suggestions while streaming on TikTok, where people could purchase limited-edition boxes directly through TikTok Shop, blending physical experience, social-friendly entertainment, and commerce into one integrated moment. The campaign, which also included a large-scale mural, digital billboards, and other highly visible formats not usually suited to tissue boxes, achieved 160% of its annual sales target in just three months and saw significant increases in brand favorability and purchase intent among under-35s.
GMF | The Sensory Sanctuary
The same reasons that make attending a live sporting event at a stadium exciting for some people—crowds, noise, spectacle—can be overwhelming for autistic children, robbing families of what should be an outing full of joy. In France, insurance provider GMF and the French National Rugby League worked with Havas Play France and autism specialists to create The Sensory Sanctuary: dedicated sensory-friendly spaces inside stadiums. These calming areas feature sound dampening, tactile objects, and specialized lighting designed specifically to soothe neurodivergent fans while keeping them in contact with the action on the field. The project has since spread to stadiums all over France, raising awareness and broadening acceptance of neurodiversity in sports.
Blue Square Alliance Against Hate | “Stand Up to All Hate”
Rather than preaching to the already converted, Mindshare USA helped the Blue Square Alliance Against Hate (formerly the Foundation to Combat Antisemitism) reach the 47% of Americans who didn’t see antisemitism as their problem. The insight was simple: Lead with hate broadly, and empathy follows. Beginning with cryptic social media posts, “Stand Up to All Hate” turned the Super Bowl into the launchpad for a sustained cultural conversation that continued through podcast partners, the NBA Playoffs, Premier League Soccer, the Oscars and Grammys, streaming, and out-of-home. The campaign reached 81 million previously unengaged Americans, generated $1.7 million in pro bono media value, and increased willingness to stand up to hate by 6%.
Sapeurs-Pompiers de France | “FireCatchers”
Wildfires are a growing problem in France, where the effort to fight them is led by the Sapeurs‑Pompiers. The national firefighting and rescue service spends countless hours monitoring hundreds of surveillance cameras in forests, but it’s not enough. To lend a hand, Havas Play France turned Twitch’s Starting Soon screen into a virtual watchtower. While players waited for four popular French streamers to appear, they were shown forest cameras and urged to apply their skills at noticing subtle changes in their games to reporting any potential fires. By the end of the campaign, 650 streamers were onboard and viewers generated 2,190 hours of surveillance, contributing to the detection of five fires and helping protect 1,700 more hectares of forest compared to 2024. The initiative is planned to expand to Spain and Italy.
Humana | “Ditching the Algorithm”
The 2025 Medicare enrollment period was forecast to be among the most competitive in history, but Humana didn’t follow the industry as it poured money into Google. Instead, Spark Foundry built an AI-powered, closed-loop intelligence system within the Microsoft Bing search ecosystem, reaching 3 million seniors at the moment they were searching for answers about losing coverage. Instead of serving generic ads, the campaign analyzed intent and optimized for real human behavior rather than algorithms, and drove real enrollment outcomes. The strategy drove a 127% year-over-year increase in Microsoft-generated Medicare applications, accounted for 9% of all digital enrollments, and reduced cost per acquisition by 34% compared with Google.
Kraft Heinz Away From Home | “Heinz Verified”
What do you do if you sell a product, but don’t actually know your customer? That’s the quandary Kraft Heinz faced with its Away From Home business, which distributes its products through intermediaries to restaurants. The key was realizing that restaurant operators don’t respond to brand messaging; they respond to demand. “Heinz Verified” by Salt XC functioned as a trust signal for restaurants, integrating them directly into the Uber Eats platform with national promotions that incentivized orders, centering consumers’ strong (84%) preference for Heinz ketchup. Paired with a B2B media campaign, “Heinz Verified” exceeded its revenue target by 257% and converted 265 restaurants into active participants.
The Lego Group | “OOH That Plays Back”
Everyone trusts Lego to make sturdy toy bricks that just work. But what if those bricks could respond to play with sound and light without AI, screens, or switches? In a tech world that overpromises and underdelivers, Lego had to make sure consumers know they’d get the quality they expect, even when it’s a new product like Lego Smart Play. The “OOH That Plays Back” campaign saw Starcom and Lego take over the Las Vegas Sphere for one night during CES and turned it into a Lego playing field. Guests used a Lego X-wing as a controller to pilot a trench run that played across the Sphere in real time. No AR, no VR, just play. In a single night, the activation generated more than 120 original articles across 21 countries, demonstrating the power of old school play.
Oscar Mayer | The Wienie 500
The Wienermobile is the people’s car. But the instantly recognizable mobile hotdog needed to go beyond a fun curiosity and become a driver of culture. To do that, Oscar Mayer and Carat thought beyond traditional advertising by leaning on its most recognizable (85%) asset with the Wienie 500: a live competition featuring six racing Wienermobiles at the Indianapolis Motor Speedway. The event took place during the iconic Indy 500 race on Memorial Day weekend, the unofficial kickoff of outdoor cookout season. Live commentary from Fox Sports hosts lent credibility, a free-to-play pool by DraftKings allowed every fan to participate, and social drove fandom around the brand. With a media budget of just $727,000, the Wienie 500 unlocked 6.3 billion earned impressions and Oscar Mayer achieved an 8.2% year-over-year Memorial Day sales lift, its strongest in four years.
“KFC vs. AI”
KFC may have cracked the code on how to prove real quality in a world where people trust AI answers more than brands. After discovering that people loved the taste of KFC but questioned the quality, the fried chicken chain and Accelerate pushed that awkward dichotomy into the real world. KFC challenged AI to create the “perfect” fried chicken recipe and then put it head-to-head with its original recipe in a live, blind taste test in Toronto. A campaign inside busy Union Station drove awareness, people tasted and voted in real time, and media and creators were on site to document the results. Once the crumbs settled, 88% chose KFC, perceived quality scores increased by 360%, and brand love rose by 112%.
“Google Search Saves Christmas”
During the holiday season, gift givers need all the help they can get. To cut through the clutter and chaos of yuletide advertising, EssenceMediacom US turned to bite-size rom coms: 60-second trailers that served as teasers for Google’s products rather than full-length movies. The three holiday-themed use cases starred familiar NBCUniversal talent including Nicolas Vansteenberghe and Ciara Miller, and illustrated how to solve pain points with AI Mode or Google Lens. With teaser posters that sparked rumors of a real film, a Macy’s Thanksgiving Day Parade debut, and social support from all 10 featured talent, the campaign generated over 226 million earned impressions.
Ikea | “Comfort Viewing”
Heading off to college is a big adventure that can leave students needing the familiar comfort and stability of home, which they often try to recreate in their new personal spaces. Ikea and Carat worked with Warner Bros.’ Courageous Studios to bring students and parents together with “Comfort Viewing.” The campaign showed them how translate the vibes of nostalgic shows Friends and One Tree Hill into the decor of their college dorms, with assistance from set decorator Kellie Jo Tinney. Now when college gets a bit overwhelming, students can take comfort in a space that feels familiar despite being completely new.
3M | ScotchBlue ProSharp Painter’s Tape x HGTV Magazine
Print is not dead—just ask Colle McVoy and 3M. With a limited budget, they needed to get ScotchBlue ProSharp Painter’s Tape in front of consumers planning DIY painting projects. Rather than hoping to convince people to start painting projects, they targeted those who were already on their way. They partnered with HGTV Magazine on its annual Paint Issue, which features high-impact projects and room transformations, on seven pages of custom content such as paint projects, crisp tape pulls, and a sponsored Paint Index. The print content reached more than 7 million DIYers, with over 30% of readers seeking out more information on the ProSharp tape.
Unilever | “Vaseline Verified”
The good: Videos using your product are going viral! The bad: The hacks are full of misinformation. Rather than go on the defensive, Vaseline chose to engage and debunk. Mindshare USA’s “Vaseline Verified” campaign had Vaseline scientists conduct tests on viral claims, transforming the findings into personalized video responses shared directly with creators on TikTok and Instagram, rewarding them with a Vaseline Verified badge and affiliate opportunities. The positive feedback loop this created showed how the cultural forces behind misinformation can be captured and redirected for the benefit of brands and consumers alike. The resulting partnerships with more than 450 creators drove a 1,293% surge in hack mentions and over 63.3 million interactions.
Aerie | “The REAL Ones”
Confidence can change throughout the day, so Aerie and the Ovative Group created “The REAL Ones” bra campaign with the aim of giving women a boost throughout their day. Transit hubs in New York and LA were turned into confidence zones with affirmations; Spotify playlists worked to uplift listeners; and mirror clings in public restrooms brought moments of self-reflection. Add in branded Citi Bike docking stations and social feed campaigns, and the campaign delivered Aerie’s promise of “unconditional support.” Brand awareness also saw a lift of 66% year-over-year and 11% comparable sales growth for a record $1.4 billion revenue in Q3 2025.
Novartis | “Relax, It’s a Blood Test”
Prostate cancer has a nearly 100% survival rate when caught early, yet nearly 40 million eligible men avoid screening. The problem? Digital rectal exams are, uh, the wrong kind of digital. Novartis and Starcom tackled this issue head on with “Relax, It’s a Blood Test.” Targeting the “tough guy” persona that can mask medical anxiety, the campaign worked to loosen up sports viewers to talk to their doctor about a simple blood test that replaces the old exam. The campaign, which included a Super Bowl launch featuring famous tight ends (get it?), high-profile exclusives, and a push to optimize AI assistants to suggest the test, drove a 9.8x increase in test appointments and ranked No. 7 on the USA Today Ad Meter, the highest ever for a pharmaceutical brand.
StreetEasy/Zillow | “Never Become a Former New Yorker”
Meet the ad campaign that kept New Yorkers in New York. In a city of renters, how can Zillow and StreetEasy pitch tools for buyers without alienating everyone who uses its platform for renting? Canvas Worldwide’s “Never Become a Former New Yorker” launched a hotline for former New Yorkers to call or text and get real about why they regretted leaving the city—which they may not have done if they had owned rather than rented their home. It spawned 1,200 voicemail submissions, which became video and audio assets across YouTube, OLV, CTV, Meta, TikTok, Pinterest, and more. The campaign delivered 8.5 million earned impressions and helped StreetEasy exceed its overall buyer awareness goal by 4 percentage points.
Isdin | “UV Tattoo to Learn”
If you’re a kid, playing outside is fun! But if you’re a parent trying to keep said kid protected from UV rays, you know slathering them with sunscreen can be as frustrating as it is important. Instead of a pause in the action, Havas Play Spain made putting on sunscreen part of the fun for their client Isdin. “UV Tattoo to Learn” turns the tale of the Three Little Pigs into an educational experience with UV-reactive ink. A Big Bad Wolf tattoo appears in sunlight and disappears when sunscreen is used, keeping piggies safe from the wolf and kids safe from the sun. The campaign helped boost sales by 52.9%, expanded to Portugal and Andorra, and added a Minions collaboration.
NASCAR | Street Home Chicago
NASCAR had a racing problem. After the successful debut of its Chicago Street Race, the second year wasn’t driving sales as the novelty had worn off. Agency TwoxFour quickly realized the future of the race wasn’t with hardcore NASCAR fans but with experience seekers looking for a mix of entertainment, music, and food. The event was reframed as The Best of Racing Meets the Best of Chicago. The full-funnel Street Home Chicago event brought together advertising, influencers, paid social, giveaways, and precision messaging to deliver an even larger crowd than the first year. Most importantly, the audience shifted: Experience-seeking segments drove 42% of incremental ticket sales, proving that sometimes you have to switch cars to cross the finish line.
Audible | “Regency Revived”
How do you get Gen Z to stop scrolling and listen to a four-and-a-half-hour book from 1813? That was Wavemaker and Audible’s challenge as it launched a full-cast retelling of Jane Austen’s Pride and Prejudice. To do it, they focused on setting the timeless story in modern culture and making it a participatory experience. The “Regency Revived” campaign partnered with NowThis to put the story at the intersection of modern dating discourse, fashion, and social storytelling. Combined with a Regency-inspired New York Fashion Week experience, influencers, paid social, and embroidered murals, Audible saw measurable brand lift, including increases in purchase intent, favorability, and consideration. By translating Austen’s classic into the social-first language of today, Wavemaker and Audible proved you can teach an old novel new tricks.
Kraft Heinz | “Breakfast Ketchup”
Ketchup is a breakfast food. If that proclamation got your hackles up, you can see how Carat realized there’s potential to turn polarizing consumer tension into a campaign that resonates. “Breakfast Ketchup” pitted the people who put ketchup on their eggs against those who wonder what is wrong with them. Heinz used every platform to keep this debate going: OOH placements during commutes, limited product releases, and creator content drove conversations, while a broad partnership with The New York Times across Cooking, Wordle, and newsletters gave it credibility. The campaign contributed to a 4% national sales lift, resulting in more than 2 million additional bottles of ketchup sold during the activation period. The moral: Next time you want to sell something, start a fight.
Nike | “So Win”
For all the progress women have made, some people still hate to see them winning. In response, Nike and PMG’s “So Win” centers the athletic brand’s winningest female athletes making a bold statement for all women: You can’t win, so you might as well win. A Super Bowl spot right before Kendrick Lamar’s halftime show gave women the spotlight during the biggest night of men’s sports, while handpainted murals and films of the featured athletes across sporting events reinforced Nike’s commitment. The campaign drove a surge in visibility for the athletes themselves, who experienced a 1,000% increase in online mentions after the Super Bowl debut, with the ad capturing 21% share of conversation on the night—the highest among all 66 advertised brands.
Click for more from this issue
