What D&AD's first creator content jury reveals

Campaign ME

03-06-2025

This year, D&AD introduced its first-ever Creator Content category – spotlighting work where creators weren't just amplifiers, but active cultural collaborators. It felt timely. It felt necessary. And it felt personal. I had the privilege of serving on this inaugural jury as the only representative from the region.
As we judged more than 140 entries, one thing became clear: the word 'creator' has evolved. The best work didn't just feature creators – it was shaped by them.
From meme accounts with cult followings to indigenous influencers preserving endangered cultures, this year's winners proved that influence today comes in many forms – and from many unexpected places.
Rede
fi ning content creator
If there was one consistent thread in the jury room, it was this: the definition of 'creator' has outgrown its roots in follower count and amplification. In the strongest work, creators showed up as architects – of meaning, of culture, of experience. These were not just people with followers – they were communities, meme accounts, collectives, and even non-humans.
In The Gravy Race – a clever, highly-awarded campaign this year, Sheba built an entire entertainment property around internet-famous cats. In Into the Aldiverse – a beautiful campaign by ALDI gaming, the creators weren't individuals, but a collective where partnering with an anime studio in Japan, the brand showed us how co-creation can extend into entire worlds.
From individuals with unique POVs to cultural collectives and meme machines, creators are being redefined – not by format or following, but by the role they play in shaping attention and emotion.
What makes work win
Across all the work, three things stood out:
1. Simplicity wins: This year's graphite pencil winner and jury favourite, Handwash Legend by Savlon India, transformed a single hip hop gesture into a national hygiene movement. By remixing Emiway Bantai's iconic 'hand rub' into a handwashing anthem, the campaign blurred the lines between music, meme, and message. It was simple, sticky, and smart – and a reminder that when brands co-create with cultural figures, even a hygiene habit can go viral.
2. Speed matters: Another standout was the Blurred Unboxing by Colombian snack brand Ramo. It began with a TikTok creator cheekily blurring out a brand logo; within 24 hours, the brand responded with a custom, pixelated package that was sent to the creator, sparking a viral moment that was awarded D&AD's yellow pencil this year. In a world where culture moves at the speed of social – this campaign is a masterclass in listening, agility, and the impact of a simple, real-time gesture.
3. Take it further: Some of the most impactful work also moved beyond the feed and into the real world. Amazon's Money Can't Buy Experiences, a wood pencil winner, reframed creators as experience designers, co-creating events that felt personal, not promotional. In an age of digital fatigue, this campaign was a reminder that true influence isn't confined to screens and taking co-creation further gave the campaign weight-and longevity.
Quick note to the region: How to 'win in creator content'
On a personal note, I was thrilled to see Dubai represented in the Safe at 3AM campaign. It was sharp, relevant, and executed with insight – live streaming a runner through the city to tackle global perceptions around safety. While it didn't make the shortlist at D&AD, it deserves recognition.
Perhaps it's a reflection of where the bar now sits: strong insight and elegant execution are a starting point. But to win in creator content, ideas need to go further – beyond narrative into participation, experience, and depth. There's no shortage of creative talent or storytelling in the region.
According to We Are Social's latest Global Digital Report, influencer marketing continues to grow rapidly across MENA with influencer advertising spending up 12.5 per cent (YOY) and 13.7 per cent (YOY) in 2025, for the UAE and KSA respectively. The challenge – and the opportunity – is to take what's working and stretch it.
Final takeaway: Stop chasing in
fl uence. Start building culture
The creator content category is growing up. Creators are no longer just channels. They're collectives, studios, and custodians of identity.
The brands that win, will be ones that let a creator's perspective shape the work – not just promote it. With campaigns that are rooted in culture, built for longevity, and extend beyond the screen.
And the next generation of pencils? They'll be awarded to brands that stop chasing followers and start building worlds.
By Akanksha Goel, Founder & CEO, Socialize / We Are Social