The TikTok Ad Awards 2025 | DACH Shortlist

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!

Greatest Branding

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:

• BUNDESLIGA | ENKIME

• DEICHMANN | Gen-Up

• DUOLINGO | Ozmoze

• KFC | BUTTER. Social, Mindshare

• KLEINANZEIGEN | Gen-Up

• LIDL | La Red

• PENNY | charles & charlotte

• REAL TECHNIQUES | Intermate

• TELEKOM DEUTSCHLAND | adam&eve, Kruger Media, BDX Media, Live Nation, Emetriq

• WC FRISCH | Gen-Up

Greatest Performance

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:

• a&o Hostels | DEPARTD

• fraenk | charles & charlotte

• Malbuner | Jung von Matt IMPACT

• McFIT | Content Jet

• MediaMarktSaturn | Saatchi & Saatchi, Publicis

• SIXT | Jung von Matt

• swype | Twigeo

• Vodafone | Odaline, Vodafone inhouse

• XING | adslab GmbH

• Zalando | Joli

Greatest Creative

This award recognizes 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:

• Berliner Verkehrsbetriebe (BVG) | GUD.berlin

• CHICKEN BANANA | Sony Music

• DEICHMANN | Gen-Up

• DEUTSCHE BAHN | GUD.berlin, Carat Deutschland, ENKIME

• DUOLINGO | OZMOZE

• Kleinanzeigen | Gen-Up

• KUNUNU | Gen-Up

• MEDION | Gen-Up

• SIXT | Jung von Matt

• WC FRISCH, Gen-Up

Greatest Impact

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:

• BARMER | STAN STUDIOS, Accenture Song, MISSION OM

• NIVEA | Mawave

• Tinder - Locker Room Talks | Ozmoze

• Tinder - The Queer & Now | Ozmoze

Greatest TikTok

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 25th November in Berlin, where our top-class DACH jury will crown the winners of the TikTok Ad Awards 2025.

Congratulations and good luck to the shortlisted entries! See you in November!