TikTok hosted the TikTok Ad Awards 2025 on Tuesday night at the KAFD Conference Center in Riyadh, celebrating the most creative and effective advertising campaigns from across the GCC, including Saudi Arabia, the UAE and Qatar.
The awards recognised brands and agencies that successfully used TikTok’s platform-native tools to drive cultural relevance, community engagement and measurable business impact — spanning big-brand storytelling, performance-led creativity, creator collaboration and sound-driven ideas.
The top honour, The G.O.A.T. (Greatest of All Time), went to “Om Bdr – 12th Ingredient” by KFC Arabia and TBWA\RAAD (Saudi Arabia). The campaign stood out for turning local food rituals into participatory TikTok moments, blending humour, remix-friendly formats and trend-led execution to spark widespread community engagement.
Several campaigns were recognised across multiple categories. du’s “The Unstoppable Network” earned Gold in Community Core and Silver in Big Branding Energy, showcasing its 5G network through a Guinness World Record–breaking 30-hour livestream across the UAE. Experience Abu Dhabi’s “Team Chris vs. Team Elsa” won Gold in Goal Digger for converting entertainment-led storytelling into performance outcomes.
Other Gold winners included Lux’s “My Like First!” for beauty-community engagement, while Floward’s “14 Feb: Judgement Day!” received Silver for its Valentine’s Day performance campaign in Saudi Arabia. Sound-led creativity was highlighted through campaigns from Bugles and KFC Arabia, while Pizza Hut’s “Pay With Your Trend” picked up Bronze awards across categories for its inventive, low-budget execution.
Special brand recognitions were also announced, with Mobily and Starbucks winning Best of Innovation, Born on TikTok, STC and Laverne earning Best of Cultural Impact, and Riyadh Air and STA receiving Best of Visionary Marketing.
“The Ad Awards winners of this year show what’s possible when brands embrace TikTok not just as a media platform, but as a creative canvas,” said Shadi Kandil, General Manager, Global Business Solutions, Middle East, Turkey, Africa, Central and South Asia, TikTok. “From community-powered storytelling to performance-driven creativity, these campaigns created culture, inspired joy, and delivered meaningful business impact across the region and beyond.”
