This year, D&AD finally gave creator-led work a category of its own. As someone who’s spent the last decade working at the intersection of brands, creators, and communities, I was thrilled to join the inaugural Creator Content jury – especially as the only member from the region.
Why did it matter? Because for too long, creator content was seen as an afterthought – a tactical layer, not a space for creative excellence. But in 2025, D&AD didn’t just recognize it. It treated this category with the same rigour as Film, Craft, or Design. And what emerged was a deeper truth: creators today are not just amplifiers. They are culture-makers.
Our job as jurors wasn’t just to evaluate “what was made.” We had to ask: Who made it? Whose truth is driving this work? And did it create real-world impact? These questions reshaped how we judged – because in this category, the line between creator, strategist, and storyteller is constantly blurring.
Let’s start with a campaign that absolutely nailed this.
The Last 600 by Rainforest Lab is a standout. Indigenous creator, Hiqui, co-authored the campaign – not as a token voice, but as its architect. Her goal? Preserve endangered Maleku traditions through modern platforms. The brand stepped back and supported her vision with product design, content creation, and reinvestment into her community. This wasn’t a brand speaking on behalf of a community. It was the community speaking for itself – with the brand as co-pilot. That’s the shift.
Then there’s The Techno Train – where a train conductor (& creator), a DJ, and the Gen Z community co-created an experience that turned into a literal rave on rails. It was chaotic, beautiful, and effective. The brand didn’t lead. It listened, facilitated, participated. The result? Real ridership, younger audiences, and pure creative joy. Again: resonance over reach.
These campaigns show creators today aren’t just content producers. They’re conduits for communities, builders of new worlds, and catalysts for change. And if brands want in, they
need to stop asking “who can we use to get attention?” and start asking “what world do we want to be invited into?”
But not all was clear-cut. Some of the best work sparked real tension.
Take The Blurred Unboxing, one of the most clever – and controversial – campaigns we saw. It began when Colombian TikToker @Pugliato blurred Ramo’s logo to avoid giving free promo. Ramo loved the joke and, within 24 hours, sent him a custom blurred box of pixelated snacks. No brief. No contract. Just a brand reacting with humour and creativity. The creator’s reaction & unboxing went viral. The box became an overnight demand item. Cost? $18.
Here’s the kicker: Pugliato wasn’t paid.
So we debated – hard. Could we award a Yellow Pencil to work where the creator wasn’t compensated? Was it creative exploitation or a respectful cultural moment?
In the end, we voted yes – but narrowly. Why? Because Pugliato’s content wasn’t repurposed, monetised, or turned into an ad. He retained agency. Ramo responded once, and didn’t push it further. It was a moment of mutual respect – not repackaging. But still, the message was clear: we’d have loved to see a follow-up. A Ramo x Pugliato box? A
co-created drop?That’s how you turn a cultural moment into a model of fair creative practice.
The takeaway? We need a Code of Creative Credit.
When a creator gives you unplanned virality, repay it with more than likes. Give them a collab, a contract, a cut. Don’t let spontaneity justify inequity.
This conversation matters more than ever. Creators today are no longer just personalities. They’re ecosystems, collectives – even AI. In our jury sessions, we used AI to research authenticity, verify collaborations, and ensure cultural integrity. Ironically, AI held us accountable – to culture, to community, to creators.
Which brings me to a final note for brands and agencies submitting to this category: don’t fake it. The best work this year was simple, surprising, and deeply real. It didn’t chase attention. It earned it. It was rooted in lived truth and community relevance.
So if you’re working with creators, ask: are you co-creating or borrowing influence? Would the campaign work without the said creator? Has the moment been fully pushed to its limits?
Because this is where the shift is happening: From culture makers to real world impact. And culture cannot be followed or jumped-on as a bandwagon, it needs to be contributed to.
