66th Annual Clio Awards in 2025: ‘Made From Many’

Focusing on the collective effort behind stellar work

Through a campaign breaking today, the Clio Awards—which hosts its 66th annual show 2025—seeks to celebrate numerous folks connected to innovative marketing ideas.

After all, CCOs, clients execs, senior and junior creative teams and pros across finance and HR (plus partners and friends) can help fashion winning work.

With that in mind, MullenLowe created ads acknowledging collective creative effort. The work incorporates the theme “Made From Many” to show how superior notions are shaped by numerous hands and many minds.

In the spot below, gold pours onto granite and slowly forms The Clios statue, as resplendent hands reach to the top:

“Anyone who works as a creative has seen incredible ideas that never go anywhere,” says Carlos Andres Rodriguez, global creative director at MullenLowe.

“Great ideas are nothing without a group of passionate people who are willing to do anything to make them happen,” he says. “When you get into the back stories of how the best ideas are made you realize how difficult it really is and that it takes so many hearts, and minds and hands to get it done. The work awarded at the Clios acknowledges not only the greatness of the work but all the people who kept pushing to make something worthy of our creative industry.”

Throughout the video there are bursts of language—ideas—that materialize into winning work. 

One such example is “Coors Lights Out,” which sprang from a foul ball hit by MLB megastar Shohei Ohtani during an Angels vs. Mets game last year.

The ball struck a Coors Light billboard, blackening some of its pixels. Viral ad magic followed—just 48 hours later—in the form of Coors cans with commemorating the episode:

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With nimble thinking and speedy execution, Rethink was able to help Coors Light tap into an organic moment to keep the conversation (and free brand exposure) alive. But it took a group effort across continents—with phone calls, group texts and Slack messages powering the now-legendary promo.

“Shohei was an idea that couldn’t have happened without a mini-army,” says Aaron Starkman, Rethink’s global CCO. “What started with an idea from a creative team in Toronto, quickly involved some brainstorming from a French speaking CD in Montreal, a Peruvian creative leader in New York, a passionate group of clients in Toronto and Chicago, production partners on the ground in Los Angeles and Tokyo and many more. We should never be territorial with ideas. More attention and more results come with a ‘the more the merrier’ approach.”

Our 2025 jury, announced today, will convene at the Hotel das Cataratas in Iguassu Falls, Brazil for deliberations that will determine which entries set a high bar for creativity and will earn the coveted Grand, Gold, Silver and Bronze Clio statues.

Tiffany Rolfe, global chair/global chief creative officer at R/GA, leads the Creative Business Transformation, Commerce & Effectiveness jury.

Industry leaders hand-selected for their blend of culture, identity, perspective and experience who will lead jury deliberations are:

• Audio & Audio Craft: Sandra Bold, CCO, VML Netherlands 
• Brand: Xanthe Wells, VP of Global Creative, Pinterest
• Branded Entertainment & Content: Pelle Sjoenell, Worldwide CCO, Droga5
• Creative Business Transformation, Commerce & Effectiveness: TBD
• Design:  Andrés Ordóñez, Global CCO, FCB Global
• Digital/Mobile & Experience/Activation: Yasuharu Sasaki, Global CCO, Dentsu
• Direct: Aaron Starkman, Global CCO, Rethink
• Film: Joe Sciarrotta, Deputy CCO, WW, Ogilvy
• Film Craft: Animation & VFX: Lily LI, Managing Director, The Mill Shanghai
• Film Craft: Copywriting:  Fernando Pellizzaro, Founder & Executive Creative Director, AKQA Bloom
• Film Craft: Direction & Cinematography Jury: Diego de la Maza, EVP, Head of Production, Deutsch LA
• Film Craft: Editing: Alejandro Noriega Maldonado, Executive Producer, Founder, Rebeca
• Film Craft: Music & Sound Design: Sander van Maarschalkerweerd, Founder & CEO, Sizzer
• Film Craft: Production Design: Shereen Mostafa, Head of Production, Publicis Groupe Middle East
• Media: Cavel Khan, Chief Growth Officer, Group Black
• Print & Out of Home: Marco Venturelli, CEO/CCO, Publicis Conseil & Publicis Groupe France
• Public Relations: Marie-Claire Maalouf, CCO, Edelman EMEA 
• Social Media: Joanna Monteiro, Co-CCO, Africa Creative 

The 66th annual Clio Awards will take place on May 13, 2025. For more detailed information, submission deadlines and to enter work, visit www.clios.com.