About us
The idea for the Luum Awards came together during the pandemic, inspired by the acts of solidarity seen around the world at that time. The festival organizers created the Luum Awards to recognize the creative works that are promoting a better world, firmly believing in the power of communicators to serve as global change agents.
To promote this goal, we put together a team of first-rate judges every year, made up of leaders of NGOs, brands, and advertising agencies, to evaluate creative and strategic pieces that promote messages related to making the world a better place.
We are the first global creative festival to go zero-paper. Additionally, since 2024, we have held our events in host cities other than Switzerland, where the festival is registered, choosing instead to host our events in the Global South, where we can help communities in need with investment and social/environmental volunteer efforts. You can help us, by becoming a volunteer!
When you participate in Luum you help us support in-need communities. For example, in 2024, we hosted an event in Peru’s Sacred Valley, which resulted in USD $60,000 in direct and indirect investments entering the local economy in a primarily impoverished indigenous region of Peru.
7 Things that Make us Unique
In the search for the best, we propose a unique format that conveys the competitive but just essence of the festival:
1. Only Gold: Luum only awards Gold medals, there are no second or third place awards. That is to say that the festival only awards medals to the best of the best.
2. Free Registration: Entry registration is free and only winners pay award rights (only gold).
3. Equality: There are no jury presidents, no academic hierarchies. All the judges are top-tier and their evaluations are made at different times during the judging period.
4. Democratic: All participants, regardless of size, brand or nationality, are given the same amount of opportunities to upload their entries at no cost: 4.
5. Fairness: Luum meets gender quotas: 50% of the judges are men and 50% of the judges are women.
6. Diversity: The judges panel is composed primarily of talented global advertising and marketing professionals from well-known associations and communities, however, governmental and non-governmental entities may also participate.
7. Luum Awards is the only festival in the world to reward messages of social, environmental and animal rights awareness.
Meet the juries 2025
We are convinced that creative communications can help us make the world a better place. We CAN be global change agents! To achieve this, we have assembled a first-rate team of festival judges, made up of leaders from NGOs, advertising companies, and creative agencies from around the world.
Luum Awards Confirms Thailand as the Host Country for its Gathering of Winners and Volunteers
Luum Awards Confirms Thailand as the Host Country for its Gathering of Winners and Volunteers
The Luum Awards, the global advertising festival that awards the best of creative, purpose-driven advertising, is announcing the second edition of its awards format in which winners are invited to participate in volunteer projects. This year, the Luum Award will be headed to Thailand. Luum invites professionals from the advertising, creative, and communications industries to join us for one of two volunteer activities that we will be participating in and around Bangkok. You can join us whether or not you participate in the festival.
The volunteer projects include work with a center for visually impaired children and elephant care at a sanctuary. From feeding and bathing these majestic animals to sharing experiences with local communities, this experience seeks to raise awareness and foster empathy, reinforcing the transformative role of our industry in addressing issues that require our attention.
With this initiative, the Luum Awards reaffirms its commitment to inspiring the global creative community to generate a tangible impact, inviting them to develop more communications focused on addressing problems and their possible solutions, demonstrating that advertisers and publicists can be agents of change.
Operating costs, including accommodation and food, will be invested in this Southeast Asian region.
Meanwhile, Luum will select the winners for the festival’s fifth edition at the Hilton Hotel & Conference Centre in Geneva (Switzerland), with a group of jurors in attendance.
Luum: A New Option for Purpose-Driven Creatives
Peru’s Sacred Valley of the Incas was the first region to host the new festival format for the Luum Awards: a festival that rewards the best of purpose-driven creative and strategic communications. This new festival format proposes traveling to a new destination for each edition of the festival, and volunteering to support environmental and/or social efforts.
For this reason, as of this year, in addition to continuing to reward purpose-driven creative campaigns, Luum integrated a day of volunteerism, with the foundations Niños del Arco Iris, VidaWasi, and Proyecto Q’ewar participating as the benefactors. This dynamic gave event attendees the opportunity to immerse themselves in efforts to address social and environmental issues. With this effort, the Luum Awards reaffirms its commitment to mobilizing the creative industry to take part in actions that positively impact the planet.
The leader of the Luum Awards’ initiative in Peru, Mauricio Rodríguez Vargas, says: “At Luum, we firmly believe that advertising and marketing professionals can be agents of change. Sometimes, I think that professionals in these fields are still unaware of the transformative power they have. Successful creative actions could influence millions, and maybe even billions of people. I have seen cases that reach these figures. So now, let’s imagine what could happen if we manage to have influence on some issue beyond a commercial objective.”
In regards to the event, Rodríguez added: “We had winners and volunteers from Colombia, Chile, the United States, Guatemala, Sweden, Ecuador, Mexico, Brazil, and Thailand. We highlight Peru as the country with the most volunteers.”
Regarding the final figures for its activities, Rodríguez noted: “A direct investment of USD $12,648 was made in the Sacred Valley region, and thanks to foreign visitors, based on the MICE average, another USD $48,000 would have entered the region, for a total flow of USD $60,000 into the region.”
In regards to the activities carried out in the region, Rodríguez states that: “the activities, investments, and volunteering directly and indirectly benefited 180 children at the ´Niños del Arco Iris´ foundation and 38 Andean mothers that are heads of household from the Q’ewar Project. This investment from the event also served to help hundreds of children in the region benefit from the completion of a room for complex surgeries at VidaWasi, and we also highlight the participation of the private sector, with the training of almost a hundred independent workers in the region in plumbing carried out by Vainsa.”
Something to highlight is the tangible benefit to the local economy, Rodríguez says: “Our investments were made 100% in Peruvian talent and companies. And it went very well! We did not hire multinational companies, and for the first time one of our events was held in an auditorium that does not belong to an internationally recognized chain, such as a Hilton, Sheraton, Grand Hyatt, etc. Of course, the judges’ gathering in Switzerland was successfully held at the Hilton Geneva.”
In addition, the Luum organization held its first zero print-out event. Not even the posters at the airport were printed. Rodríguez concludes by saying that: “It is curious to see events with this initiative, Luum is definitely consistent with its DNA, recognizing the best creative works that promot a better world.”
Discover the Year’s Best Purpose-Driven Creative Campaigns, per Luum Awards
A team of 88 judges, representing communication and advertising agencies, selected the winners of the 96 trophies awarded at Luum 2024. The judges’ panel included Hope Nardini (Global Executive Creative Director, Grey U.S) Sam Haynes (Global Creative Director, Grey London), Bontu Yousuf (Program Manager, Centre for Nature and Climate, World Economic Forum, Switzerland), Francesco Grandi (Chief Creative Officer, Ogilvy UK), Raimundo Undurraga (Chief Creative Officer, VML Chile), Omar Fabián Jiménez (Chief Creative Officer LATAM, Studio X (WPP x The Coca-Cola Company), Marco Versolato (Chief Creative Officer, VML Singapore), Vasco Rocha (Chief Executive Officer Imagine DDB Mozambique), Laurence Hoenig (Head of the Creative Content Unit, Médecins Sans Frontières), James Fox (CEO, Havas London) and Oana Bulexa (CEO, Partner Publicis Groupe Romania), just to name a few.
The first round of scoring was followed up by a second round of judging, with a select committee of judges that gathered at the Hilton in Geneva, Switzerland on October 17, to select the winners of the festival’s four Grand Prix (GP). Edelman (United Kingdom) won two GP with its cases “Code My Crown,” for Dove/Unilever, and “The Wild Algorithm (Reset),” for Ampara. The other two GP were awarded to De la Cruz / Ogilvy (Puerto Rico) for “Car Parts for Life” for the Plaza Las Américas Mall and the Stefano Foundation for Organ Donation. “Car Parts for Life” was also named the Festival’s campaign of the year.
Edelman was also named Network of the Year, beating out VML, which won this distinction last year. The Peruvian agency Valor (2) was named as the Independent Agency of the Year, thanks to the five gold medals that it secured with its case “The Culinary Ranking For Good,” for Alicorp. TANK Worldwide of Canada (3) and Manifiesto of Spain (4) are also among the top 5.
Other networks with noteworthy scores were: Leo Burnett Thailand (7), McCann Panama, Paradais DDB (Ecuador), AG Partners Dakar Publicis (Senegal), HouseDentsu (Costa Rica), MAAD McCANN (Uganda), and VML HEALTH (Italy). Special Mentions are in order for Omnicom Public Relations Group (Spain), Publicis (Poland), Edelman UK (6), Leo Burnett Kuala Lumpur (Malaysia), Ogilvy (Guatemala), and Havas (Spain).
Holding rankings are as follows: WPP (1st) +152 pts, Publicis Groupe (2nd) +56 pts, Interpublic (3rd) +56 pts, Omnicom (4th) +24 pts, Dentsu (5th) +16 pts.
Other standout independent agencies include: Joystick, FIFCO (5), Costa Rica; Darwin & Verne (8), Spain; Digitas (9), Peru; Inbrax (10), Chile; i-dac (11), Indonesia; and Tribeca Media, (13), Peru.
Check out the official list of Luum Awards 2024 winners:
GRAND PRIX:
Edelman, Madrid | The Wild Algorithm (Reset) | Ampara | Judy John Global CCO, Stefan Ronge EMEA CCO, Mattias Ronge EMEA CCO, Felipe Braz Costa ECD / Marcelo Conde Associate Creative Director Copy, Eiji Kozaka Associate Creative Director Art Direction, Albert Botelho Head of Art, David Pastor Graphic Designer / Valentino Fusco Account Manager, Nancy Weiss Senior Account Exec / Antoine Harary Global President of DxI, Thibault Moreau EVP Data Insight Lead, Matthew Sato EVP, Alastair Steele VP SEO Lead UK.
De La Cruz / Ogilvy, Puerto Rico | Car Parts for Life | Sebastián Bullorini / José Morales / Tanya de Jesus / Vicky Valdés / Heidi Vidal / Enrique García Thompson / Raquel Cordero / Nanel Rodríguez Innovation Director Carmen Díaz Production Manager Carlos Escriva Editor Javier De Bourg Head of Art Sergio Tirado Content Producer Axel Santiago Content Producer Joseph Rivera Content Producer | x2 Grand Prix
Edelman, United Kingdom | Code My Crown | Judy John Global CCO, Andrew Simon Global ECD for Unilever, Jamie George Cordwell Global ECD / John Wilds Associate Creative Director – Copy, Thiago Campos Associate Creative Director Art Direction, Albert Botelho Senior Art Director / Virginia Landau Senior Director & Global Client Lead for Unilever, Ashlie White SVP Multicultural, Stratakis Global Client Director, Anna Cantley Associate Client Director / Melle Hock CSO for US and Global Strategy Lead for Unilever, Alex Sullivan Strategy Director, Lucie Hackman Head of Production, Georgina Shann SVP DxI, Ashley Jamieson Project Manager
GOLD:
1947, Bolivia | Park Rangers
Edelman, United Kingdom | The Move to -15
Edelman, Madrid | The Wild Algorithm (Reset)
Edelman, United Kingdom | Code My Crown
Edelman, Singapore | Lifebuoy Diagnosticker
Edelman, New York | Allegra Airways
De La Cruz / Ogilvy, Puerto Rico | Car Parts for Life x4
i-dac Indonesia | Switch to Sign | Telkomsel
Joystick, FIFCO, Costa Rica | Unseen Goals x 4
The Leo Burnett Group, Thailand | Kubota’s Turn Waste to AGRIwear x2
Manifiesto, Spain | La soledad no se ve, se siente x2
Manifiesto, Spain | La Campaña Incompleta
Publicidad Comercial Mullenlowe, El Salvador | SURVIVAL MANUALS x2
Publicitarias.org, Ecuador | Pride Verified x2
TANK Worldwide, Canada | Speechlist x4
Tribeca Media, Peru | CIEN
VALOR, Perú | The Culinary Ranking for Good x5
X3M ideas, Nigeria | World Rainforest Day
SILVER
9 Días, Spain | Te doy mi corazón x2
AG Partners Dakar, Sénégal | Changing our habits x2
Agencia Sensei, Spain | Zero Waste Advertising – Find out the extraordinary in you
AQM AGENCY, Peru | Noticias que no deben existir
Arteaga & Arteaga, Puerto Rico | Código Diabetes
BeautifulBeast, United States | Sing the News
BeautifulBeast, United States | Foreign Announcer Radio Campaign
Boomerang, Morocco | ACT NOW BEFORE IT MELTS
Brandy Creativity & Technology, Costa Rica | Where are the women?
Buenosaires, Spain | Contratiempo-Setback
Castillo de If, Guatemala | The Corruption Monuments Tour x2
Darwin & Verne, Spain | IF NATURE COULD SPEAK… x4
De La Cruz / Ogilvy, Puerto Rico | Car Parts for Life
Digitas, Peru | Growing Hope x2
Digitas, Peru | Hola, soy Hein.IA x2
Ache, Mexico | S.O.S. 72 hours to save lives
HouseDentsu, Costa Rica | Manicure Against Cancer x2
i-dac Indonesia | Switch to Sign | Telkomsel
i-dac Indonesia | Talk Saves Life: Alodokter’s Talking Banner to Save Life on World Mental Health Day
Inbrax, Chile | Valuable Women x2
Inbrax, Chile | Unboxer of Prevention x2
The Leo Burnett Group, Thailand | Kubota’s Turn Waste to AGRIwear x2
Matix_ Ecuador | DESOLATION
Manifiesto, Spain | #LaCenaQueElegí x2
McCann, Panama | UNHAPPY MOTHERHOODS x3
Olístico, Peru | Be less human x2
Paradais DDB, Ecuador | UNCOMFORTABLE x3
Redbin, Philippines | Sleep Stunner x2
Republika Independiente, Costa Rica | 30 Seconds To Fight Vaping
Shernan Creative Collective, Spain | Invisible
TANK Worldwide | Grey, Canada | Speechlist
The Amazing Society, Sweden | Hear what’s not being said
The 3Hundred Agency, Argentina | ARTBIENTALISM
The Everglades Foundation, United States | Everglades Stories from Across the Watershed
Tribeca Media, Peru | CIEN x2
VML HEALTH, Italy | Not a lonely journey – Travel Guide Collection for SMA Patients
X3M ideas, Nigeria | Don’t Burn Their Future
Nexa Brand, Brazil | HEROES OF LIFE
MAAD McCANN, Uganda | The Game of change – End Child Marriage
Special Mentions:
Havas Poland / Publicis Worldwide Poland | Fishing for Data
Havas Creative, Spain | To Live with No Fear
Proof, Bulgaria | Tracks of Extinction
180 Heartbeats, Poland | The Graduate
Omnicom Public Relations Group, Spain | Fanáticos de lo Real
Luum is the First Global Creative Festival with zero Printed Materials and zero Waste
In order to be consistent with its raison d’être, the Luum Awards decided to have zero printed materials at its events this year.
The organization firmly believes that creative communication agencies can be change agents, and that an agency’s daily practices can have an impact. As a result, the Luum Awards will no longer use printouts at its events. Luum CMO Mauricio Rodríguez Vargas commented in response to the decision that: “We want to be an example, to prove that we can inspire the creative industry to improve its environmental practices. Even at the winners gala we will use recycled materials, the decoration will be natural with flowers from the region. The Luum Sign will be painted by the children at the “Fundación Niños del Arco Iris,” and we will have a mural at VidaWasi painted by the children from the region and the creative volunteers. Surely, other festivals and events will be inspired by this initiative.”
As of this edition, Luum will hold its events in regions with social or environmental needs, where the festival can reinvest its operational / logistical value in local organizations, so that together we can address the challenges we face. In addition, as of this edition, the ceremony format will be transformed into a volunteer initiative for the winners, speakers and guests who attend. This new format and vision are part of the Creatives and Strategists for a Better World (CSBW) initiative, a proposal sponsored by the Luum Awards that seeks to inspire communications companies and advertisers to do their part to create a better world.
‘Meet’ some of the official winners of the 2024 Luum Awards!
Check out our list of the first confirmed official festival winners. We will find out exactly what they won on November 7 in Peru’s Sacred Valley. The winners of the 5 Grand Prix confirmed by the select group of judges that gathered in Geneva, Switzerland, on October 17, will also be announced at the event in Peru.
Paradais DDB, Ecuador
VML Health, Italy
McCann, Panama
Leo Burnett, Thailand
Leo Burnett Kuala Lumpur, Malaysia
Edelman, United Kingdom
De La Cruz / Ogilvy, Puerto Rico
Digitas
Havas Creative, Spain
AG Partners Dakar, Publicis, Sénégal
HouseDentsu, Costa Rica
Joystick, FIFCO
Matix_
Omnicom Public Relations Group
Olístico
Publicidad Comercial Mullenlowe, El Salvador
TANK Worldwide, Canada
The Amazing Society,
Ogilvy, Guatemala
The 3Hundred Agency,
The Everglades Foundation, United States
Arteaga & Arteaga
BeautifulBeast
Boomerang
Castillo de if
Grupo Ache
Publicitarias.org, Ecuador
Redbin
Tribeca Media
Agency: Edelman
Country: United Kingdom
Title: The Wild Algorithm (Reset)
Category: Planet
Agency: De La Cruz / Ogilvy
Country: Puerto Rico
Title: “Car Parts for Life”
Category: Institutional Communication