{"id":37238,"date":"2026-06-16T05:21:58","date_gmt":"2026-06-16T05:21:58","guid":{"rendered":"https:\/\/www.europesays.com\/germany\/37238\/"},"modified":"2026-06-16T05:21:58","modified_gmt":"2026-06-16T05:21:58","slug":"nyf-advertising-awards-announces-2026-winners-best-of-show-awarded-to-saint-elmos-germany-and-charles-charlotte-for-sheep-happens","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/germany\/37238\/","title":{"rendered":"NYF Advertising Awards Announces 2026 Winners: Best of Show Awarded to Saint Elmo\u2019s Germany and Charles & Charlotte for “Sheep Happens”"},"content":{"rendered":"

New York, NY \u2013 June 15, 2026 \u2013\u00a0New York Festivals Advertising Awards<\/a>\u00a0(NYFA) announced the\u00a02026 award winners<\/a>.<\/p>\n

Led by Andrea Diquez, Global CEO of Gut, the\u00a0Executive Jury<\/a>\u00a0brought together accomplished industry leaders from around the globe to evaluate the work advanced by the 2026\u00a0Shortlist Jury<\/a>. Following extensive deliberation, the panel selected the 2026 award winners, recognizing the year\u2019s most innovative, effective, and impactful creative work across all categories.<\/p>\n

The Executive Jury awarded one Best of Show Tower, 11 Grand Towers, 51 Gold Towers, 48 Silver Towers, and 66 Bronze Towers.<\/p>\n

To view the winning campaigns,\u00a0visit the 2026 Advertising Awards Winners Showcase.<\/a><\/p>\n

The 2026 NYF Advertising Awards attracted entries from 45 countries worldwide, reflecting the competition\u2019s continued global reach and the diverse creative perspectives shaping today\u2019s advertising landscape.<\/p>\n

Chosen by the Executive Jury from among the year\u2019s most celebrated work, the Best of Show Award recognizes a single campaign that stands apart for its creativity, innovation, and impact. As New York Festivals\u2019 highest honor, it celebrates work that sets a new benchmark for excellence across the industry.<\/p>\n

2026 Best of Show Award<\/p>\n

Sheep Happens \u2014 PENNY \u2014 Saint Elmo\u2019s Germany and Charles & Charlotte \u2014\u00a0ACTIVATION & ENGAGEMENT: Best Use: Real-Time Response<\/p>\n

Saint Elmo\u2019s Germany and Charles & Charlotte earned the 2026 Best of Show Award for Sheep Happens, created for PENNY, one of Germany\u2019s most familiar discount supermarket chains. The campaign began when more than 50 sheep unexpectedly entered a PENNY store in Burgsinn, a rural town in Bavaria.<\/p>\n

Rather than controlling the narrative, PENNY responded in real time with humor, simply stating, \u201cSheep happens.\u201d The incident quickly evolved into a participatory cultural moment as audiences engaged with the story, helped shape its direction, and transformed the sheep into unlikely protagonists. What followed became a widely shared phenomenon, generating creator participation, community engagement, and global media attention. The campaign ultimately delivered \u20ac30 million in earned media, a 13% revenue increase in Burgsinn, a 6% revenue increase across Germany, and a 69% rise in brand popularity.<\/p>\n

\u201cThank you New York Festivals for awarding our Sheep Happens campaign the Best of Show Award in Activation & Engagement.<\/p>\n

When 50 Sheep accidentally walked into a PENNY supermarket and created chaos, your first thought might be \u2026Sh*t\u2026 What am I going to do with that? Don\u2019t talk about it all or make one post and forget about it?<\/p>\n

Instead, we had clients who have had the courage to turn this unexpected incident into the fastest at the same time most extensive activation campaign PENNY has ever launched.<\/p>\n

Our achievement was not creating the moment, it was more recognizing it, embracing it and then turn it into something bigger, thank you for recognizing that.\u201d\u2014Mathias Harbeck, Chief Creative Officer and Partner at Saint Elmo\u2019s Germany<\/p>\n

2026 Grand Awards<\/p>\n

These exceptional campaigns achieved the highest scores in their respective categories as determined by the Executive Jury and were honored with the distinguished New York Festivals Grand Award Tower.<\/p>\n

ACTIVATION & ENGAGEMENT: Best Use: Real-Time Response
Sheep happens \u2014 PENNY \u2014 Saint Elmo\u2019s Germany \/ Charles & Charlotte \u2014 Germany<\/p>\n

BAKED IN NY: New York or Everywhere: NYC State of Mind
Never Become a Former New Yorker \u2014 StreetEasy \u2014 Mother \u2014 USA<\/p>\n

DIGITAL\/MOBILE: Mobile Platform: Social\/Environmental Good: NGO\/PSA
Bedtime Donations \u2014 Royal Society for Blind Children \u2014 INNOCEAN Berlin \u2014 Germany<\/p>\n

FILM: Products & Services: Retail Stores
No Project without Drama \u2014 HORNBACH \u2014 HeimatTBWA Berlin GmbH \u2014 Germany<\/p>\n

FILM CRAFT: Art Direction\/Production Design
No Project without Drama \u2014 HORNBACH \u2014 HeimatTBWA Berlin GmbH \u2014 Germany<\/p>\n

THE FUTURE NOW: BEST USE: Innovation
Radio Time Machine \u2014 NICHII GAKKAN CO., LTD. \u2014 TBWA HAKUHODO \u2014 Japan<\/p>\n

NYF\u2019IN FUNNY: TVC \/ Film & Video
Get Almost Almost Anything \u2014 Uber Eats \u2014 Special US \u2014 USA<\/p>\n

OUTDOOR: Best Use: Ambient
McDelivery\u00ae Speed Camera Ads \u2014 McDonald\u2019s \u2014 Scholz & Friends \u2014 Germany<\/p>\n

PUBLIC RELATIONS: Best Use: Crisis & Issue Management PR
The KitKat Heist \u2014 KitKat \u2014 Burson & VML London \u2014 UK<\/p>\n

PURPOSE: Physical Well-Being
Beat Cancer Off \u2014 Fuck Cancer \u2014 VML New York \u2014 USA<\/p>\n

SOCIAL MEDIA & INFLUENCER: Best Use: Storytelling
Boysen Color Stories \u2014 Boysen \u2014 TBWA\\SMP \u2014 Philippines<\/p>\n

Several of the categories introduced for the 2026 competition resonated strongly with entrants and jurors alike. Among the new category groups, Baked in New York, Creative Marketing Strategy\/ Effectiveness, and Sports each produced multiple Gold-winning entries, reflecting the industry\u2019s growing focus innovation, effectiveness, and culturally resonant storytelling.<\/p>\n

View the NYF Advertising Awards\u00a02026 winners<\/a>.<\/p>\n

Go behind the scenes with the 2026 NYF Advertising Awards\u00a0Executive Jury<\/a>\u00a0in the\u00a02026 Winners Reel<\/a>\u00a0featuring their perspectives on the ideas, innovation, and creative excellence behind this year\u2019s winning work.<\/p>\n

The New York Festivals Advertising Awards competition receives entries from seven continents and is judged by an international jury of more than 350 members of NYF\u2019s Executive Jury, Specialty Executive Juries, and Shortlist Jury. New York Festivals jury panels collectively cast their votes to select the year\u2019s trophy-winning work.<\/p>\n

The New York Festivals Advertising Awards will announce the 2026 Special Industry Awards on Wednesday, June 17th.<\/p>\n

For more information about the 2026 NYF Advertising Awards, visit\u00a0HERE<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"New York, NY \u2013 June 15, 2026 \u2013\u00a0New York Festivals Advertising Awards\u00a0(NYFA) announced the\u00a02026 award winners. Led by…\n","protected":false},"author":2,"featured_media":37239,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[33501,9524,33502,294,5,33503],"class_list":["post-37238","post","type-post","status-publish","format-standard","has-post-thumbnail","category-germany","tag-2026-winners","tag-awards","tag-creativity","tag-events","tag-germany","tag-nyf-advertising-awards"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/37238","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/comments?post=37238"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/37238\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media\/37239"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media?parent=37238"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/categories?post=37238"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/tags?post=37238"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}