ANA Multicultural Excellence Awards Name VML Best in Show

VML was named Best in Show at the 2025 ANA Multicultural and Inclusive Marketing Excellence Awards for “Sound Sites” created in partnership with the Tennessee Department of Tourist Development.

The awards gala was held Oct. 7 in Carlsbad, California, honoring brands and agencies that demonstrate inclusive marketing practices across diverse communities. VML’s campaign also received two category Grand Prizes — in "Digital Excellence" and "People with Disabilities and Neurodivergent Communities."

Through "Sound Sites," VML and the Tennessee Department of Tourist Development reimagined how alt-text image descriptions can function as storytelling for blind and visually impaired travelers. The project collaborated with 12 Tennessee songwriters and visually impaired users to craft sensory-driven, lyrical descriptions that provide an immersive experience of the state’s landscapes.

The campaign generated 215 million paid and earned impressions and increased traffic to TNVacation.com by 36%. Its alt-text framework has also been open-sourced for other brands to adopt.

VML also received recognition for another campaign: “Balikbayan Magic” for The Coca-Cola Company, created by VML Canada, which earned Silver in the Cultural Moments and Calendarized Events category.

Judge commentary on "Sound Sites" highlighted its human-first approach: “It showed us how powerful storytelling can be when it’s done with care and intention… This work sets a new standard for how brands should be setting their inclusive agenda.”