Which 35 cases stand a chance of winning a coveted Bronze, Silver or Gold Effie 2025?
Effie Belgium announced the contenders following its traditional jury day. This year, the organisers recorded 49 registrations, which ultimately resulted in 46 submitted entries.
Of the 49 initial registrations, 35 cases are therefore in the running for an Effie Award. The list of finalists is more diverse than ever. Among those represented are retail, FMCG, telecoms, media & entertainment, mobility, the public sector and non-profit organisations.
The jury selected the following cases, in alphabetical order, for a place in the final:
| Brand | Title of the case | Agency | Media |
| Albert Heijn | Brood voor iedereen | Happiness | Mindshare, Raygun, Bliss |
| ALDI | KNALDI, van het oor naar het hart van de consument | Serviceplan | TBR / Sonhouse / Publicis / Wavemaker / Boa |
| Argenta | We don't do this, we do this | LDV United | Mediaplus |
| Automatus | 8 595 589 Oefeningen | ||
| BASE | Shifting BASE from a mobile-only to a full telco proposition by giving clients what they really need | TBWA | Wavemaker, WHY5 |
| Belorta | Heerlijk van hier | Cartel Agency | PHD |
| Bolero | Investing starts with Bolero | BBDO | Mindshare |
| BYD | The Long and the Short of it | egghunter | |
| Carrefour | Scanmania : the digital shortcut to loyalty | Publicis Groupe Belgium / Mutant | Havas Media / SoBuzzy |
| Dagelijkse kost | Dagelijkse kost serves up impact: more relevance, a younger fanbase, a richer offer for advertisers – and more revenue | Var | VRT Creative, Hotel Bonka, Picky |
| De Warmste Week | Samen vlammen tegen eenzaamheid | Mutant | VRT Creative |
| Defensie | Uncensored | The Other Agency | Mediabureau Biggie |
| Delhaize | Everybody votes for Belhaize | TBWA | Mindshare & Profacts |
| E5 | From Aged to Ageless | Amphion | Zigt |
| Europabank | Ga van Ja, majaaa, naar ja! | June20 | Zigt |
| Foodbag | Opscheppen met Foodbag | Joe Public & Springbok Belgium | |
| HIPRO | Feed Your Progress | Boondoggle, Havas | Essence Mediacom |
| Hulplijn 1712 | The countdown calendar - niet iedereen telt af naar Kerst | Publicis Groupe Belgium | |
| Immoscoop | Immoscoopman | AKQA Brussels | |
| ING | Wachten loont: hoe ING van geduld een winnende strategie maakte | TBWA | Initiative |
| Knack | Knack - Durf Twijfelen | Mutant | |
| LU | LU reborn : from legendary past, to a performant house of icons | Publicis Groupe Belgium | |
| Magnesium EG OPTI | From Generic to Genuine: Building Meaning for Magnesium EG OPTI | Berlin | Uncanny |
| Mobile Vikings | Hoe Mobile Vikings de markt te slim af was | at the table | Essence Mediacom |
| My Family | Emily van MyFamily | Joe Public & Springbok Belgium | |
| Polestar | Consistent in a changing market. We Adapted to Grow. Stayed Consistent to Win. | Bubka | Essence Mediacom |
| Quick | De Belicatesse - Le Belicatesse | Happiness | Mindshare, Bliss, Foodphoto,Raygun, Beyoond |
| Recupel | Doetanie, doetanu | Mortierbrigade | |
| Scooore | Trust the process | AdSomeNoise | |
| Spa | Drink better, live better | Happiness | |
| STIB-MIVB | STIB Employer Value Proposition | Fantastic | UM |
| STIB-MIVB | Your card is your ticket | Mortierbrigade | UM |
| Telenet | Check&Smile: from crisis to confidence. The power of Check & Smile | TBWA | WhyFive, Wavemaker, Ad Some Noise, Boutik |
| Walibi Belgium | IBILAW 24 | Hungry Minds | |
| Win for life | Back to Repeat: From brand truth to brand growth – with a parrot in the lead | BBDO | Initiative Media, iO digital |
The jury day took place on Friday 5 September. It was a long day with lively debates between so-called advocates and prosecutors, which form the core of how our jury assessment system works. Because so many cases were submitted this year, no fewer than 40 jury members reviewed the entries – instead of the usual 30. Thoroughly reading a case, giving accurate scores and preparing arguments is an intensive task, so once again we extend heartfelt thanks to all our jury members who sacrificed days of their holidays to complete this assignment in a professional manner.
This jury day was special, as it was the last under the chairmanship of Aude Mayence (Delhaize). For three years, she led the Effie jury with dedication, professionalism and flair, for which we are deeply grateful. The new chair will be announced at a later date.
