MAM
BBDO New York’s hat trick at London ad awards
NEW YORK: BBDO New York was the most awarded individual agency at this year’s London International Advertising Awards (LIAA), dominating the television/cinema competition with awards in seven different categories. This marks the third year in a row that BBDO New York has topped the London International Advertising Awards.
BBDO New York captured a total of seven awards for its television work on behalf of six different clients, including the “Best Campaign” award for its New York Miracle spots which featured New York personalities (such as Woody Allen, Kevin Bacon, Billy Crystal, Robert DeNiro, Henry Kissinger and Ben Stiller) living out their New York dreams. The campaign was created for the Office of the Mayor of New York City after September 11.
BBDO New York’s achievement at the London International Advertising Awards follows the release last week of findings from The Gunn Report. This annual tabulation of the award winners from the top international and national creative competitions, named BBDO Worldwide the most awarded agency network of the year, and BBDO New York, one of the top 10 most awarded individual agencies in the world.
The London International Advertising Awards is one of the most prestigious events of its kind. This year, more than 16,000 entries were received, representing 76 countries. However, less than one per cent of the total entries were awarded statues. To receive a statue, an entry must receive a score of at least 9 points out of a maximum of ten. The LIAA was founded in 1985 and honors the world’s most creative advertising in television/cinema, print, package design, radio and interactive media.
The agency also won in the nonalcholic beverages category. It made the Britney – Then & Now for Pepsi.
BBDO New York is the flagship office of BBDO Worldwide, the third largest global agency network. In 2001, BBDO New York was named “Agency of the Year” by Creativity magazine; and BBDO Worldwide was named “Global Agency of the Year” by Ad Age, Ad Age Global, and Adweek, making BBDO the only agency to receive the top honour from every leading industry publication in the same year.
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
