The TikTok Ad Awards 2025 | CE 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 CE 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:

• Pracuj.pl

• Knorr | Szama 24/7

• Pepsi | UNTOLD festival

• McDonalds | McCafé 6 PLN

• McDonalds | Super Combo

• Magnum | Bon Bon

• Kaufland | Grandma Icon

• Matrix

• Kaktus | Neřešto tariffs

• Samsung | EmbassZ

• Maybelline | Teddy Tint

• Plush

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:

• Konesso

• Media Expert

• SkyShowtime | Langer

• Yoxo

• SelfPay

• Sephora Romania | Black Friday

• Flip.ro

• Samsung Romania | Live Shopping

• Philips Romania | Lumea

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:

• McDonalds | Bambi’s concert

• Maybelline | Get Ready With Me

• McDonalds | McWrap

• Lisner

• Lay’s

• Sklepy Komfort

• Knorr | Szama 24/7

• OLX | Jobs

• NYX

• Philips Romania | Lumea

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:

• Pepsi | UNTOLD festival

• Twister | Do It Yourself!

• BCR | Pensii

• BCR | Holiday season

• Rossmann | Run

• Pepsi & Lay’s

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 10th December in Warsaw, where our top-class CE jury will crown the winners of the TikTok Ad Awards 2025.

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