In its 47th edition, Globo’s Professionals of the Year award highlights 16 advertising campaigns

The awards ceremony, which was held at the Arca Space, in Villa Leopoldina, in São Paulo, highlighted 16 campaigns out of more than 850 works submitted by 269 agencies, 129 producers and 481 advertisers.

The event gathered more than 800 guests from the advertising market, and the ceremony was moderated by presenters William Bonner and Magu Coutinho. The submissions totaled approximately 12 hours of material that was analyzed by a jury of 70 market experts.

The edition also recorded an increase in participation by businesses from different regions of the country, with the North and North-East reaching a record volume of entries.

From the point of view of Globo’s Business Director, Manzar Ferris, this year’s edition of the PPA proves that in the face of excessive noise, emotion and clarity are once again gaining strength in advertising.

“We live in an era of a lot of noise. There is talk about everything, and there are many messages at the same time. In this scenario, the campaigns that really stand out are the ones that work on emotion. A good ad is one that touches, that moves. Tone is key to engagement and conveying the right message,” he said in an interview with Valor.

In 2026, new classes

For 2026, Ferris announced on stage the creation of a new category, focused on the best campaigns in outdoor media (out-of-home or OOH), in partnership with Eletromidia, as well as a new award aimed at advertising and marketing for students, developed in partnership with Movimento LED – Luz na Educação, an initiative of Globo and the Roberto Marinho Foundation that recognizes innovative projects in the educational field. The idea is to identify future advertisers.

“The award needs to keep pace with market changes,” Ferris said. “We are always updating the criteria and categories to reflect new languages, new platforms and the way people consume communications. This is what has kept the PPA relevant for many years.”

In the National category, the Film 30 award went to “O Brinde”, created by the Le Pub São Paulo agency for Heineken. Set to the soundtrack of “Lean On Me” by Bill Withers, the campaign revisits different moments in which the image of Ayrton Senna remains present in the Brazilian imagination – from the first victory at Interlagos in 1991, to the driver’s appearance in a video game in 2013 – and ends with Alain Prost. A toast in honor of the former McLaren teammate.

In 30+, the winner was “Tempo de Mudar”, produced by Africa Creative for Vivo, a brand of Telefônica, which compared excessive use of mobile phones to a toxic relationship. In the commercial, the protagonist’s voice is confronted with questions such as “Who are you talking to?”, “Have you ever been prettier” and “Is your job more important than mine?”, alluding to the controlling tone characteristic of abusive relationships.

Campaigns that addressed gender inequality also emerged among the winners of the national competition. The “Hire Chefs” campaign, carried out by São Paulo agency Droga5 for Ambev’s Stella Artois, which won in the “Content Actions” category, was based on the discrepancy between two numbers: 96% of women lead the country’s home kitchen, but only 7% of award-winning restaurants have female chefs in charge.

The topic moves to the TV series “Mania de Você” at 9pm on TV Globo. In the narrative, the character Loma, played by Agatha Moreira, made room for five real chefs to play the roles created for them in the fictional Maresia restaurant: Pia Limone, Roberta Sciasca, Bruna Martins, Delen Mota and Marina Araujo. The dishes shown in the series began being served after it was broadcast in chef restaurants. According to company data, the piece offered in December 2024, led to a 14% increase in beer sales volume during this period and a 42% increase in restaurant reservations for participating chefs.

The Invisible Work campaign was the winner in the social value category when dealing with after-hours domestic travel. The piece, created by Calia Agency for the Nós por Elas Foundation, adopted the concept of “the end of the day is not the end of work” and showed scenes in which women continue to cook, organize the house and take care of family members, highlighting the amount of unpaid tasks that make up the routine of most of them.

PPA also recognized diversity initiatives with two awards: the Female Creative Power Trophy, awarded to the agency with the largest presence of women on the creative team, which went to Droga5 São Paulo; The Negritude Award, for which the campaign recognized the largest number of blacks on the registration form, was won by Wieden+Kennedy.

With 47 editions held, PPA has already analyzed more than 46 thousand objects and awarded more than 3.2 thousand prizes. This year, campaigns were evaluated in 16 categories, divided between the national category, which includes Film 30, Film 30+, Campaign, Content Actions, Integrated Value and Social, and the regional category, formed by Film and Campaign.