VML Latam Shines at the Effie Awards Latin America 2025

VML was one of the major protagonists at the 2025 edition of the Effie Awards Latin America, held on October 30th in Cartagena, Colombia. On a night that commemorated ten years of history, talent, and results that set the pace for the industry, the agency was recognized for campaigns that successfully combined creativity with proven effectiveness, generating real impact on businesses and society.

The Effie Awards Latin America are considered the main benchmark for effectiveness in the region, recognizing ideas that transcend communication to transform behaviors, connect with people, and deliver measurable results. This year, VML Latam was acknowledged for its outstanding performance across various categories and industries, reaffirming its leadership and its ability to build relevant brands in a constantly changing environment.

Latin America has a unique way of telling stories and innovating to drive business. It is a source of pride to be part of this community and to see how our work contributes to raising the standards of marketing effectiveness across the region,

Ernest Riba

Chief Strategy Officer Latam at VML

Among the Golds won by VML LATAM are "This Is Not A Game" (Movistar), awarded in three categories for its powerful focus on branded content and social good, as well as "Undeleted" (Dove), which set a trend in youth marketing with a relevant message for new generations. "Dancing Washers" (Whirlpool) also achieved Gold in e-commerce / retail media, demonstrating how creativity can drive results in an increasingly competitive digital environment. The golden list is completed by "Where’s ratinho’s water?" (UNICEF), "Worm Food" (Government of Chile), "The Outside Book" (Fruittella), "Conectar con responsabilidad" (Movistar), and "Promesas Absurdas" (ASDRA), each with a distinctive focus on content with purpose, sustainability, and intelligent data usage.

The 7 Silvers reinforced the diversity of categories where VML LATAM excels: from "De plato a Patrimonio Nacional" (Encebollado Real) in topical marketing, to "Toda tu piel importa" (Dove) in Beauty & Wellness, and "Don’t Stop Motion" (Government of Chile), recognized in Positive Impact/Social Good. "Undeleted" (Dove), "Promesas Absurdas" (ASDRA), and "Dancing Washers" (Whirlpool) also received Silvers for their consistency and results in promotional marketing and electronics and durable goods.

The recognition was completed with 7 Bronzes, including "Ludopatía Adolescente" (Movistar) in social media, "¿Y si el daño fuera belleza?" and "Al verano llegamos todas" (Dove) in beauty and care, "Romeo and Juliet" (BIC) in experiential marketing, "El algoritmo que no entendía a la Gen Z" (Tuenti) in data-driven, "Promesas Absurdas" (ASDRA) in positive impact, and again "Dancing Washers" (Whirlpool) in social media. All of them express the same vision: putting people at the center and connecting with what truly matters, whether from inclusion, mental health, or digital transformation.

These accolades consolidate VML LATAM as one of the most effective and consistent networks in the region, and reflect its purpose of creating more human, connected, and relevant brands. An achievement that reaffirms the place of Latin American creativity as a driver of change and effectiveness globally.