The 2022 Ad of the Year at The Golden Award of Montreux has been presented to BETC Paris for its Canal+ commercial, Sorry KAD.

As well as picking up the 2022 Ad of the Year, BETC Paris also received two other Gold Medals. One was in the Digital Marketing category, for Duolingo’s Calling all Emilys, with the other awarded in the Media category for Distance’s Outlaw Runners campaign.

Another big winner on the night was German agency Serviceplan, which was awarded five Gold Medals; two for The Wish, created for Penny, in the Online Video and TV categories, and a further three in the Posters, Media and Design categories for MINI’s MINImalism campaign. 

Penny – The Wish

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Above: Penny's The Wish picked up two Gold medals.

In total 44 Gold Medals were awarded across six categories; Media, Digital, Film, Design, Event and Talent, and the 2022 jury consisted of high-profile professionals from 24 countries, with the work being judged online.

Among the jury members were CEOs of advertising agencies, creative directors, global marketing and communication managers of international clients, and media designers including, among others, Luis Silva Dias, CEO of FCB International; Frank Bodin, President of Art Directors Club Switzerland; Adam Kerj, Chief Creative Officer of Accenture Interactive Nordics, and Ajay Chandwani, President of Percept H, India. 

Alongside The Golden Award of Montreux, The Montreux Talent Award category is a distinguished global competition entered by hundreds of students and young professionals working on innovative projects in the fields of advertising, e-content and design. It was launched in partnership with Swiss Media and highlights new and emerging international talents. 

As a musician, you have to have been to the Montreux Jazz Festival. As an advertiser, you have to have won a Golden Award of Montreux.

Among the 2022 winners were young creatives who attend ad schools and film academies from countries including Germany, the US, Republic of Korea, Austria, Spain and Brazil. Each winner uses the Talent Award as a platform to display their work to leading international experts. "Montreux is a place of world-class creativity,” said Art Director Club Switzerland’s Bodin. “As a musician, you have to have been to the Montreux Jazz Festival. As an advertiser, you have to have won a Golden Award of Montreux.” 

Since 1989 The Golden Award of Montreux has been seen as the first international competition to honour outstanding work across the areas of advertising, media, digital and events. In an industry in which awards are a currency, The Golden Award of Montreux is viewed as a rich prize, recognising the great work made during the preceding 12 months. 

The Golden Award of Montreux only awards Gold prizes - there is no Silver or Bronze – because only the best work shines through. 

For further information and a full list of winners and nominees, please visit