The TikTok Ad Awards 2025 | Benelux 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 Benelux 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:

• Vaseline | GoSpooky | Mindshare | "The Gluta Glow Up (supernaturally simple)"

• ANWB | ACE Social | Content Creators | "Achter de Vangrail"

• Colruyt | Fullsend | "End Of Year Campaign - Holiday season"

• Albert Heijn | dentsu | TBWA/Holy Fools | "Klinkt als Weekend”

• Lidl | AndAgencyAmsterdam | Buutvrij | "Drop de Biet"

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:

• Sunweb | Smart+ Travel Ads campaign

• Tefal | team5pm | "Aerosteam. Proof, trust, sold out."

• Adecco & Uber Eats | Flik Flak Agency | DRIIVN

• Torfs | The Dot Society | Always on

• Loop Earplugs | GAIN

Greatest Creative

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:

• ICI PARIS XL | Aidem Agency | WPP Media | ICI PARIS XL's TikTok strategy

• VDAB | So Buzzy | "Oedoededa"

• Lidl | AndAgencyAmsterdam | Lidl’s TikTok strategy

• Constructiv - De Bouw Kijkt Verder | AKQA Brussels | "Content Builders"

• Bol | Aidem Agency | TikTok Niche (Always-on)

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:

• Maybelline | Omnicom Media Group | "Brave Together"

• HEMA | Tosti Creative | TRUUS | LINDA. | "HEMA Thuistoilet"

• KPN | Dentsu Creative | A Bigger Circle | "Algo Influence"

• Helan Onafhankelijk Ziekenfonds | AKQA Brussels | Mindshare | "If I could talk to my younger self"

• L'Oreal Paris | Omnicom Media Group | "Purpose (Worth It)"

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 18th November in Amsterdam, where our top-class Benelux jury will crown the winners of the TikTok Ad Awards 2025.

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