Playmakers / Tbilisi (Georgia) "Birds Never Forget To Fly" Wins 2025 ADCE Grand Prix

Nov. 21, 2025

This year’s ADCE Grand Prix was awarded to the campaign “Birds Never Forget To Fly” by Playmakers / Tbilisi (Georgia) for PSP. 

The jury, composed of 60 leading creative minds from 22 European countries, convened first virtually and later gathered in Barcelona on November 18th and 19th to deliberate and assess the finest creative works across Europe. During the Awards Gala Ceremony, part of the new festival format ADCE Creative Week 2025, the winners were officially unveiled.

Check out all the winning works here:

Birds Never Forget To Fly - The Overall winner

Georgia is facing one of its most challenging moments, with citizens protesting government decisions seen as threatening freedom and the country’s European path, while 67 political prisoners—including a renowned film director and a beloved young actor—remain behind bars.

The campaign highlights this reality by creating a film directed and narrated from prison, crafted through letters, phone calls, and storyboards drawn in a cell, using a subjective camera and voice recordings to bring the imprisoned lead to life. 

By giving these artists a chance to reclaim their craft, even in confinement, the campaign became a powerful statement about resilience and freedom, sparking national discussion, surpassing 10 million views despite bans on pro-government channels, and emerging as a symbol of hope.

PSP, a brand known for supporting people in difficult times, chose to mark Independence Day not with a celebratory message but with a bold, honest stand for freedom when it matters most.

The Best of Design and Advertising Awards

In total, 653 creative works entered the 34th edition of the ADCE Awards from 24 European countries. The 32 Gold winners in each discipline are:

Film & Audio

• Craft - Music and Sound: Mimir is Great by Fuego Camina Conmigo for What the Sleep
• Online Videos: Mimir is Great by Fuego Camina Conmigo for What the Sleep
• Craft - Direction, Cinematography, and Editing:
• The Cause of The Accident That Started The Fire by CANADA / Barcelona for ICEX, Audiovisual from Spain
• The First Speech by INNOCEAN / Berlin for Reporters Without Borders
• TV / Cinema Commercials: The First Speech by Innocean / Berlin for Reporters Without Borders
• Film & Audio for non-profit / Public Service / NGO: The First Speech by Innocean / Berlin for Reporters Without Borders

Print & Outdoor

• Print Advertising: History Outnumbered by Dentsu Creative Iberia / Lisbon for History Channel
• Print & Outdoor for Non-Profit / Public Service / NGO: The Loss of Freedom is Never Obvious at First by INNOCEAN / Berlin for Reporters Without Borders Germany

Interactive & Mobile

• Influencer Marketing: 
• Fisherman's Market Friends by BBDO Italy / Milan for Fisherman's Friend
• UTfluencer by Wien Nord Serviceplan for Österreich Werbung
• Interactive Design: Space Trash Signs by SERVICEPLAN GERMANY / Munich for Privateer
• Data Visualization: Allevia Pollen Passport by MRM Spain / Madrid for Opella-Allegra
• Social Media Campaigns: AUTfluencer by Wien Nord Serviceplan for Österreich Werbung

Design

• Photography: The Path of Grain by Postmen / Kyiv for Kernel
• Editorial Design: Porto. 10 Years of a City by Studio Eduardo Aires / Porto for Câmara Municipal do Porto
• Typography: FC Sans Pauli – The First Typeface With a Conscience by karlanders GmbH / Hamburg for FC St. Pauli von 1910 e.V.
• Graphic Communication: Allegris First Class x Sho Shibuya by Serviceplan Germany / Munich for Lufthansa
• Logotype: Saaristo - Logo by BOND Creative Agency / Helsinki for Visit Turku Archipelago
• Corporate Brand Identity: Mo Museum Brand Refresh by Sons & Daughters ID / Vilnius for Mo Museum
• Corporate Brand Identity: Post Post Hotel by Bruch—Idee&Form / Graz for Post Post Hotel
• Motion Graphics: Intersecting Paths by Bastarda / Porto for Casa da Música
• Illustration: Johann Strauss 2025 Vienna by Gruppe am Park GmbH / Linz for Johann Strauss Festjahr 2025 GmbH
• Editorial Design: The World is on Fire by Ibán Ramón / Valencia for Falla Mossén Sorell - Corona

Brand Experience

• Point of Sale Experience and Activation: Price Packs by Serviceplan Germany / Munich for PENNY
• Creative Effectiveness: Birds Never Forget To Fly by Playmakers / Tbilisi for PSP
• New Use of Media: CAMDOM. The First Digital Condom by Innocean / Berlin for Billy Boy
• Promotions: Ikea Hidden Tags by Uzina / Lisbon for Ikea

Integrated & Innovation

• Branded Content: Racing Offers by Fitzroy I Part of United Playgrounds for ANWB Private Lease
• Best Use of Technology: Impulse by Cheil Madrid for Samsung
• Integrated Campaigns for Commercial Brands:
• Steal Marina's Artwork by SiR MaRY / Zurich for Kunsthaus Zürich
• Ikea Hidden Tags by Uzina / Lisbon for Ikea
• Best Use of Data: Ikea Hidden Tags by Uzina / Lisbon for Ikea

ADCE European Star - Johannes Newrkla Award

“Birds Never Forget to Fly” (Georgia) by Playmakers / Tbilisi for PSP

A film directed and voiced from inside prison, using letters, calls, and a subjective camera to highlight one of Georgia’s most challenging periods. Despite being banned on pro-government channels, it quickly spread, sparked national debate, and became a symbol of hope. PSP chose this message for Independence Day to make a courageous stand for freedom.

Created in 2019, the Award honors ideas reflecting European values such as diversity, inclusion, freedom, justice, and peace promotion. In 2020, it was renamed in tribute to founding ADCE member Johannes Newrkla, who passed away due to COVID-19.

ADCE Genius Loci Award

“Minefield Honey: Designing Hope” (Ukraine) by Saatchi & Saatchi Ukraine for Kernel, Ministry of Foreign Affairs of Ukraine

The campaign’s core design element is a flower emerging from a symbol of destruction. Each affected region was given a distinct flower reflecting its unique landscape, characteristics, and color palette. Supporting materials, such as postcards and posters, were adapted across formats to showcase the visual system widely.

The Genius Loci Award celebrates Europe’s diverse local cultures, rewarding creative excellence that reveals a location’s distinctive atmosphere within Europe’s rich cultural heritage.

ADCE Equal Star Award

“Rainbow Wool” (Germany) by SERVICEPLAN GERMANY for Schäferei Stücke

Some livestock exhibit same-sex preferences, often resulting in animals being undervalued or excluded from breeding programs. Rainbow Wool created a safe environment and new revenue stream for these animals. Crafted into products and launched by a prominent public figure, it sparked broad discussion on equality, with all proceeds directed to LGBTQ+ organizations.

The Equal Star Award rewards works promoting inclusion, gender equality, and creativity overcoming stereotypes.

ADCE Green Star Award

"Nothing as lovely as another child's toy" (Netherlands) by Happiness Amsterdam for Marktplaats

Research shows parents hesitate to give used toys, fearing their children won’t appreciate them. This campaign challenged that perception by highlighting a universal truth: children always want another child’s toy. Using genuine, unscripted footage, the campaign demonstrated how second-hand toys spark joy.

Green Star Award proudly honors a project promoting the circular economy, sustainability, and environmental protection.

Data and Numbers

• 68 jurors from 22 European countries
• 653 works submitted from 25 European countries
• 315 awarded works
• 1 Grand Prix
• 1 European Star-Johannes Newrkla Award
• 1 Genius Loci Award
• 1 Equal Star Award
• 1 Green Star Award
• 32 Gold
• 58 Silver
• 92 Bronze
• 133 Shortlisted

ADCE Awards Gala & Party

From November 19th, ADCE Creative Week took place at Barcelona DHub, bringing the European creative community together for three days of inspiring activities—from Portfolio Reviews to the AI Creative Summit and AI Creative Challenge—culminating in the highly anticipated ADCE Awards Gala.

Celebrating the very best of European creativity, the ceremony serves as a fitting finale to a week dedicated to innovation in design and advertising. The gala unites top creatives, students, and industry professionals for an evening of recognition, celebration, and connection, marking the official closing of ADCE Creative Week.