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Golden Award of Montreux 2025 winners announced
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Citroën spot Alien wins Ad of the Year at the Golden Award of Montreux, with Serviceplan Group crowned Agency of the Year, and Havas emerging as the Network of the Year.
The winners of this year’s Golden Award of Montreux have been announced.
The awards, which have traditionally ushered in advertising’s European awards season since being established in 1989, are dedicated to exceptional creative achievement and only recognise work worthy of winning Gold.
This year’s event named BETC Paris’s Citroën commercial, Alien, as its prestigious Ad of the Year. The 60-second spot, which also picked up a Gold Medal in the Automotive category, was directed by Gary Freedman through Very Content and takes inspiration from E.T. The Extra Terrestrial, with an added comedic twist. BETC also picked up Gold Medals in the Humour, Social Media and Online categories, for Canal+ Super, Seconde Chance The Black Dog and Heetch Chose Uber respectively.
Credits
View on- Agency BETC/Paris
- Production Company Very/Content
- Director Gary Freedman
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Credits
View on- Agency BETC/Paris
- Production Company Very/Content
- Director Gary Freedman
- VFX Mathematic
- Sound Design GUM/Paris
- Music Wave Studios/London
- Production Service Division Film
- Chief Creative Officer Stephane Xiberras
- Creative Director Nick Bakshi
- Senior Copywriter Olivier Mille
- Senior Art Director Morgane Alexandre
- Creative Kemi Zinsou
- Creative Nathalie Sanseigne
- Producer Magalie Dauleu
- Producer David Green
- Producer Cyrielle Moustin
- Executive Producer Helene Segol
- Executive Producer Eric Lipchitz
- Executive Producer Jerome Denis
- Line Producer Aurelia Lafaye
- DP Khalid Mohtaseb
- Editor Adam Spivey
- Editor Quentin Kwiatkowski
- Post Producer Francoise Hernandez
- VFX Supervisor Jehan Bouazza
- VFX Producer Arnaud Sourdeau
- Colorist Mathieu Caplanne
- Producer Marion Toreilles
- Head Of Production Sidney Guillen
- Sound Producer Athenais Rubio
- Sound Engineer Marc Eres
- Sound Designer Ben Gulvin
- Music Producer Phoebe Baltazar
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency BETC/Paris
- Production Company Very/Content
- Director Gary Freedman
- VFX Mathematic
- Sound Design GUM/Paris
- Music Wave Studios/London
- Production Service Division Film
- Chief Creative Officer Stephane Xiberras
- Creative Director Nick Bakshi
- Senior Copywriter Olivier Mille
- Senior Art Director Morgane Alexandre
- Creative Kemi Zinsou
- Creative Nathalie Sanseigne
- Producer Magalie Dauleu
- Producer David Green
- Producer Cyrielle Moustin
- Executive Producer Helene Segol
- Executive Producer Eric Lipchitz
- Executive Producer Jerome Denis
- Line Producer Aurelia Lafaye
- DP Khalid Mohtaseb
- Editor Adam Spivey
- Editor Quentin Kwiatkowski
- Post Producer Francoise Hernandez
- VFX Supervisor Jehan Bouazza
- VFX Producer Arnaud Sourdeau
- Colorist Mathieu Caplanne
- Producer Marion Toreilles
- Head Of Production Sidney Guillen
- Sound Producer Athenais Rubio
- Sound Engineer Marc Eres
- Sound Designer Ben Gulvin
- Music Producer Phoebe Baltazar
Above: BETC Paris's Citroën spot, The Alien, was crowned Ad of the Year for 2025.
Following last year’s Olympic Games in Paris, France’s W Conran Design picked up a Gold Medal in the Set Design/Architecture category for their work designing the Olympic Games Paris 2024 for LVMH.
Cheil Germany was awarded a trio of Golds – each for Samsung – in the Digital Out of Home, Games and Temporary Thematic Exhibition categories, while India – like last year – made a strong showing in 2025 with four Gold Medals. One each was awarded to Havas India, Tree Design, Enormous Brands and Tribes Communication for work recognised in the Print Media, Packaging Design, Food/Beverages and Ambient Media categories respectively.
“From design rooted deeply in India’s rich visual heritage, to powerful storytelling in film and innovative use of media, Indian creativity reflects a dynamic fusion of culture and modernity that continues to inspire global admiration,” said Ajay Chandwani, Managing Committee Member of The Advertising Club India.
The agency with the most wins this year was another from Germany; Serviceplan Group picked up five Gold Medals, one of which was for Lufthansa’s brilliant three-minute film All it Takes is a Yes. The film, which features a woman travelling around the globe, saying ‘yes’ to the travel opportunities presented to her, carried home the Gold Medal in the Online Video category.
Credits
View on- Agency Serviceplan Group/Munich
- Production Company Iconoclast Germany
- Director Niclas Larsson
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Unlock full credits and more with a shots membership
Credits
View on- Agency Serviceplan Group/Munich
- Production Company Iconoclast Germany
- Director Niclas Larsson
- Chief Creative Officer Till Diestel
- Global Chief Creative Officer Alex Schill
- Global Executive Creative Director Wolfgang Warzilek
- Global Executive Creative Director Erick Barrios
- Managing Director Nils Schwemer
- Producer Beate Ehlert
- Offline Cabin Editing Company
- Color Grading Color Collective
- Online Rohtau
- Lab Cinegrell Postfactory
- Music Supervision Dirty Soup Music
- Composer/Sound Designer Ethan Houser
- Service Production Company MA Films Morocco
- Executive Producer Christophe Guyot
- Service Production Company TaProduction
- Negative Material Kodak
- Executive Producer Alexis Delanoue
- Production Coordinator Flora Marriott
- Production Coordinator Karin Rudokas
- Production Designer Mikael Valle Varhelyi, Production Designer @@ Freelance - Production Person
- Stylist Rebecca Palmer @@ Freelance -Production Person
- 1AD Alan Finlay, 1AD @@ Freelance - Production Person
- 1st Assistant Camera Felipe Larrondo, 1st Assistant Camera, @@ Assistant Camera - Production Person
- Directors Assistant Sonia Astroem
- DP Maximilian Pittner
- Editor Henrik Hanson
- Editor Carla Luffe
- Post Producer Jens Maier-Rothe, Post Producer @@ Iconoclast Germany - Production Person
- Colorist Alex Bickel
- VFX Creative Director Jordi Bares, VFX Supervisor @@ Rohtau
- Executive Producer Sam Napper
- Lab Modern Cinema Lab
- Music Supervisor Raife Burchell, Music Supervisor @@ Dirty Soup Music - Production Person
- Composer Christopher Bear
- Mixing Engineer Alex Parker
- Executive Producer Munir Abbar, Executive Producer @@ MA Films Morocco - Production Person
- Executive Producer Louis Ditapichai
- Main Talent
- Main Talent
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Serviceplan Group/Munich
- Production Company Iconoclast Germany
- Director Niclas Larsson
- Chief Creative Officer Till Diestel
- Global Chief Creative Officer Alex Schill
- Global Executive Creative Director Wolfgang Warzilek
- Global Executive Creative Director Erick Barrios
- Managing Director Nils Schwemer
- Producer Beate Ehlert
- Offline Cabin Editing Company
- Color Grading Color Collective
- Online Rohtau
- Lab Cinegrell Postfactory
- Music Supervision Dirty Soup Music
- Composer/Sound Designer Ethan Houser
- Service Production Company MA Films Morocco
- Executive Producer Christophe Guyot
- Service Production Company TaProduction
- Negative Material Kodak
- Executive Producer Alexis Delanoue
- Production Coordinator Flora Marriott
- Production Coordinator Karin Rudokas
- Production Designer Mikael Valle Varhelyi, Production Designer @@ Freelance - Production Person
- Stylist Rebecca Palmer @@ Freelance -Production Person
- 1AD Alan Finlay, 1AD @@ Freelance - Production Person
- 1st Assistant Camera Felipe Larrondo, 1st Assistant Camera, @@ Assistant Camera - Production Person
- Directors Assistant Sonia Astroem
- DP Maximilian Pittner
- Editor Henrik Hanson
- Editor Carla Luffe
- Post Producer Jens Maier-Rothe, Post Producer @@ Iconoclast Germany - Production Person
- Colorist Alex Bickel
- VFX Creative Director Jordi Bares, VFX Supervisor @@ Rohtau
- Executive Producer Sam Napper
- Lab Modern Cinema Lab
- Music Supervisor Raife Burchell, Music Supervisor @@ Dirty Soup Music - Production Person
- Composer Christopher Bear
- Mixing Engineer Alex Parker
- Executive Producer Munir Abbar, Executive Producer @@ MA Films Morocco - Production Person
- Executive Producer Louis Ditapichai
- Main Talent
- Main Talent
Above: Serviceplan's spot for Lufthansa picked up Gold in the Online Video category.
In addition to the individual accolades, the Golden Award of Montreux also recognises outstanding agencies and networks, with the multi-awarded Serviceplan Germany crowned Agency of the Year for 2025, and Havas emerging as the Network of the Year for the second year in a row.
As ever, the jury for the Golden Award of Montreux reflects the broad field of communication, and is made up of inspirational individuals from 16 different countries. Among the jurors are CEOs of advertising agencies, creative directors, global marketing and communication managers for international clients and university professors.
In total, 41 Gold Medals were awarded, with 36 coming from the main competition and a further five from the Talent Awards.
"The quality of the entries was consistently outstanding, making a selection was genuinely difficult,” said Eduardo Basque, Vice President and Creative Director at FCB Health New York. “I'm proud to once again be part of the jury panel."
“I was genuinely impressed by the creativity of ideas submitted,” added Mayara Schmidt, Senior Art Director at McCann Worldgroup New York. “It was a pleasure to review so many inspiring entries.”
