Dentsu takes out unique double
For the first time ever, one network dominates the prestigious Jury Chair Awards at the Cresta Awards. Dentsu Creative took the two special personal award selections made by this year’s Jury Chair, Helen Pak, the SVP of Creative – Marketing, Design and Content at Disney.
Of all the winners across Cresta, she was invited to pull out one or more that she felt demonstrated issues that she would like to shed an extra light on. Her first choice was History Outnumbered, created by Dentsu Creative Iberia for History Channel. The campaign uses tattooed numbers from Holocaust survivors to represent contemporary hate crime statistics. It confronts rising far-right extremism and drives home the message that global society must learn from history. The campaign ran across TV, print and outdoor from April 2025, coinciding with the 80th anniversary of the Holocaust and History Channel’s 25th anniversary.
Lourenco Thomaz, CCO Dentsu Creative Iberia, commented on the award:
"It’s a great honour to receive such an important award from the Jury Chair. While we are grateful and humbled, our greatest hope is that our campaign sparks reflection on the dangerous path society is headed down and inspires radical action to tackle racism, to prevent the same devastating patterns from happening all over again."
The second Jury Chair Award was presented to Returning Creativity, created at Dentsu Creative New York for Crayola. It encourages parents to nurture creativity in their children by reconnecting them with their own childhood freedom of creative expression. This was actioned through a nationwide search to link childhood artwork back to the adults who once created them.
Brian Eden, Executive Creative Director at Dentsu Creative US, said:
"We’re thrilled and honored to receive this special Jury Chair Award. This campaign was born from a deeply personal belief that creativity is foundational—it builds confidence, resilience, and essential life skills that shape who we become. By reconnecting adults with their childhood artwork, we turned their own lived experiences into living proof of creativity’s profound impact. Our hope was to remind parents everywhere why those creative moments with their children matter so much. To see this work recognized in such a meaningful way tells us the message truly resonated. But this is just the beginning—our work for the Campaign for Creativity continues, and we’re committed to championing this conversation about nurturing creativity in the next generation. On behalf of our entire team, thank you to the jury for this incredible recognition."
