Discover the most impactful and creative TikTok-first campaigns of the year from the UK.
TikTok is where creativity rules, bold ideas win hearts and innovative campaigns set the standard for engagement and performance. The TikTok Ad Awards are back for a fourth year to shine a spotlight on the brands daring enough to push boundaries - campaigns that entertained the community, captured imaginations, and delivered real-world results.
After a rigorous judging process with senior industry leaders and experts, we're thrilled to reveal the UK shortlist. Keep reading to see which brands are in the running for the ultimate TikTok honours!
This award celebrates standout branding campaigns that combined bold, TikTok-first creative with innovative strategies to drive impact and awareness.
And the Greatest Branding shortlist is:
BBC (#1) | Havas Media
TUI | Leo Burnett
Sony Pictures | MG OMD
Asda | Spark Foundry
BBC (#2) | Havas Media
Premier Inn
Barclays | OMD | Born Social
Vaseline | Mindshare UK
Bloo | Gen-UP GmbH
JDE - Kenco | Havas Media
Spotlighting the campaigns that delivered exceptional lower-funnel results, this category rewards creativity and strategy that turned inspiration into measurable action.
And the Greatest Performance shortlist is:
Reading and Leeds Festival | Mustard Media
Home of Brands | IF. Agency
Ocado | Havas Media
Premier Inn
The Sims (Electronic Arts) | Whalar UK
Experian | Jellyfish
Designer Parfums | Brainlabs Digital
Revlon Cosmetics | Dentsu
Supremacy: World War 3 | Twin Harbour Interactive
American Express | UM | Shook Digital
This award recognises a brand’s overall creative excellence on TikTok, from clever paid and organic execution to campaigns that resonated across the platform.
And the Greatest Creative shortlist is:
Bloo | Gen-UP GmbH
Irn-Bru | the7stars | Leith
Activision | Brainlabs
Cheetos | DEPT
Waitrose & Partners | Wonderhood Studios / Makers
Lidl GB | Coolr | OMD
German Doner Kebab | Goodstuff | Goodsocial
Home of Brands | IF. Agency
Panasonic | Digital Voices
Sweatcoin | Kurve Marketing
Celebrating campaigns that harnessed the power of TikTok for good, this award shines a light on creativity with purpose, maximising engagement and social impact.
And the Greatest Impact shortlist is:
Pedigree | Brainlabs | ALMAP BBDO
Naturewatch Foundation
John Lewis | MG OMD
Old El Paso (General Mills) | Digital Voices
DREAMIES | Brainlabs
Cheez-It | Dentsu | Leo Burnett | Carat
Asda | Spark Foundry
Reading and Leeds Festival | Mustard Media
Women's Pro Game | Threepipe Reply | Anomaly
Garnier | Publicis Media | OneL'Oréal
Submissions across Greatest Creative, Greatest Branding and Greatest Performance will be automatically considered for the overall top prize of Greatest TikTok. Greatest TikTok is awarded to the best overall campaign: the campaign that harnessed the creativity of the platform with innovative, TikTok-first ideas, driving further impact through the clever use of ad products to deliver standout results.
We can't wait for the awards ceremony on 13th November in London, where our top-class UK jury will crown the winners of the TikTok Ad Awards 2025.
Congratulations and good luck to the shortlisted entries! See you in November!