The SAPO 2025 Awards, which celebrate the best in digital communication in Portugal, have announced the winners of their 23rd edition, marked by the debut of public voting—a new feature that reinforces this initiative’s connection with the digital audience
Among the night’s major highlights, McDonald’s won multiple awards, including Best Campaign of the Year (BIG ARCH) and took the top spot in several jury categories. OMD, meanwhile, was named Best Media Agency of the Year, further solidifying its market position.
The SAPO 2025 Awards ceremony, which recognized outstanding campaigns, brands, agencies, and partners from the past year, took place during the launch of home by Twingo home at the vibrant Terrapleno de Santos, a venue that will host the brand through July 19.
For the first time in the more than 20-year history of the SAPO Awards, the public played a direct role in selecting the winners in various categories, including advertising campaigns and media partners in the fields of news, sports, culture, lifestyle, and regional coverage.
In the Jury Categories, this edition featured leading professionals from the national advertising industry, including Carla Bota (Dentsu), Carla Rodrigues (What About Agency), Duarte Durão (NOSSA), Fábio Polido (O Escritório), Filipe Neves (Arena Media), João Santos (Continente), Maria Carvalho (Publicis), Mariana Lorena (Hearts & Science), Sandra Alvarez (APPM), Susana Silva (Essence Mediacom/WPP), and Tiago Simões (Betclic).
Finally, the winners of the three Special Awards were announced: Best Advertiser of the Year, Best Campaign of the Year, and Best Media Agency of the Year.
The SAPO Awards have established themselves as a benchmark in the country, serving as a barometer of trends in digital communication and reflecting trends, innovation, and the evolution of the relationship between brands and consumers in the online environment.
WINNERS IN THE VARIOUS CATEGORIES
Winners of the Audience Awards
- Audience Award – Best Advertising Campaign | TAP Black Flyday (WaveMaker Agency)
- Audience Award – Best News Partner | Jornal Económico
- Audience Award – Best Sports Partner | ZeroZero
- People's Choice Award – Best Culture and Lifestyle Partner | MAGG
- Audience Award – Best Local Partner | Jornal do Ave
Winners of the Jury Categories
- Best Display Campaign | IKEA Portugal - Life Happens at home, EssenceMediacom (Gold); McDonald's - BIG Arch with OMD, TBWA, Fullsix, LPM (Silver); TAP - Black Flyday with WaveMaker (Bronze)
- Best Video Campaign | McDonald's - BIG Arch with OMD, TBWA, Fullsix, LPM (Gold); IKEA Portugal - Life Happens at home EssenceMediacom (Silver); MEO - We're One Family with OMD and Dentsu Creative (Bronze)
- Best Brand Campaign | Dacia - “You Don’t Tell Me What to Do” with OMD and VML (Gold); ConsumerChoice - “A Nossa Escolha” Podcast (Silver); Solverde.pt - “Jogo pelo Jogo” Podcast (Bronze)
- Best Content Marketing Campaign | Millennium BCP - Appropósito (Gold); Montepio - Bem Bom Contest with OMD (Silver); MEO - Santos Populares with OMD (Bronze)
- Best Performance Campaign | Burger King - “Coroa-te” with MyBK and WaveMaker (Gold); SIVA - Volkswagen Commercial Vehicles with PHD and DDB (Silver); MEO - MEO Blue Friday with OMD and Dentsu Creative (Bronze)
- Best Connected TV Campaign | Smart Portugal - Open Your Mind with Initiative (Gold); McDonald’s - Big Arch with OMD, TBWA, Fullsix, LPM (Silver); MEO - We Are One Family with Dentsu Creative and OMD (Bronze)
- Best Omnichannel Campaign | McDonald’s - Big Arch with OMD, TBWA, Fullsix, and LPM (Gold); MEO - We Are One Family with Dentsu Creative and OMD (Silver); Coca-Cola - Share a Coke with EssenceMediacom (Bronze)
- Best Technology Use Campaign | McDonald’s – MyM App with OMD, TBWA, Fullsix, and LPM (Gold); SIVA – Cupra Terramar with PHD and MediaC14 (Silver); IKEA – From the Street to the Store with EssenceMediacom (Bronze)
- Best Social Responsibility Campaign | IKEA - Support for Victims of Violence with EssenceMediacom (Gold); FIRM Children’s Foundation - Ronald McDonald with OMD, TBWA, Fullsix, and LPM (Silver); EDP - Club Runners with Wavemaker (Bronze)
Winners of the Special Awards
- Best Advertiser of the Year | McDonald’s
- Best Campaign of the Year | McDonald’s “BIG ARCH”
- Best Media Agency of the Year | OMD