The AICP Awards announces 2025 winners

The year’s best advertising was saluted last night at The Museum of Modern Art (MoMA) at a gala AICP Awards celebration and screening.

Since 1992, AICP has hosted this industry-wide celebration at MoMA to honour the winning work, which is annually made a part of the archives of the museum’s Department of Film.

Winners for the 2025 AICP Show: The Art & Technique of the Commercial, the AICP Next Awards and the AICP Post Awards premiered earlier in the week. The top winners in each competition, the AICP Show’s Advertising Excellence, the Next Awards’ Most Next winner and the Post Awards’ Best of Show honouree, were highlighted at a presentation at MoMA. The screening was followed by a gala celebration. The AICP Next Awards Premiere and Reception was held at The Times Center on June 3, 2025, with the AICP Show premiere screening on June 4th at MoMA, and the AICP Post Awards debut earlier in the day on June 5th at MoMA.

The winning entries for 2025, as well as each year’s collection of winners, can be viewed exclusively at the AICP Awards Archive website.

Judging for each of the three AICP Awards competitions were led by their respective Chairpersons: Patrick Milling-Smith, Co-Founder & CEO, SMUGGLER Group, and Chairperson of the AICP Show; Judy John, Global Chief Creative Officer at Edelman and Judging Chair for the AICP Next Awards; and James Razzall, President, Advertising North America of Framestore and Chairperson of the AICP Post Awards.

Milling-Smith and Razzall, along with AICP CEO Matt Miller, headlined tonight’s MoMA gala and shared the winners with an assembled audience from a cross-section of the industry, including marketers, agency, production and post production ranks executives and artists.

The AICP Show’s Top Honourees

The Advertising Excellence winner in the AICP Show went to Flock for Apple, directed by Ivan Zachariáš of SMUGGLER. The piece was also a winner in Animation, Concept, and Direction.

The most-awarded production company in the AICP Show was SMUGGLER, with nine honours. ICONOCLAST scored seven nods, while MJZ earned five.

The most honoured directors in the AICP Show for 2025 were: Vania and Muggia of ICONOCLAST, with five honours; Ivan Zachariáš of SMUGGLER with four wins; and David Shane of O Positive with three winning pieces in the Show. The Best New Director honour went to Leve Kuehl, for UNHCR’s Through My Eyes, a brand-direct piece produced by UPPERFAST, The Sweetspot and 27km. Kuehl now directs via The Sweetspot.

The most honoured agency in the AICP Show was TBWA\Media Arts Lab, with seven honours, followed by Apple/Apple Marcom, with four honours. Mother had three winners. adam&eveDDB, AMV BBDO, Small, Special U.S. and Wieden+Kennedy each had two honours. 

The most honoured brand in the AICP Show was Apple, with 10 honours, followed by A$AP Rocky and Uber (Uber Eats & Uber One) with three wins in the Show. 

The AICP Next Awards Top Winners

The Most Next honour, the AICP Next Awards’ Best of Show winner, went to IKEA Canada’s SHT created by Edelman Canada. The SHT campaign seeks to bring to light that Canadians consumers are being “taxed double” when buying second-hand items, which is unfair to consumers and counter to sustainability efforts of reusing products. The piece won in Creative Commerce and Public Relations, two categories new to the Next Awards for 2025.

As the winning entrant of Most Next, Edelman directed a $10,000 grant from the AICP Foundation to Off the Street Club, a Chicago-based organisation offering a haven where kids can leave their worries behind and just be kids. Off the Street Club - Chicago’s first Boys and Girls Club, is dedicated to youth development and helping children escape the challenges of their environment.

The most honoured agencies at the Next Awards this year were Edelman and FCB, each with five honours among its various offices. Earning three honours were Apple/Apple Marcom along with TBWA\Media Arts Lab; and Meta, Creative X, and Mojo Supermarket.

Leading the list of most honoured production or development companies at the Next Awards this year with three honours each were The Mill; Sweetshop; and Mojo Supermarket. Apple Immersive Media; Division 7; Cadence Films; Indiana Production; Let it Rip; Picture North; and Rakish all earned two honours.

The most honoured brands at the Next Awards with three wins each are: Apple; IKEA Canada; and Meta/Facebook. AB InBev - Michelob ULTRA. Coordown, Dramamine and Powerade each earned two honours.