Uber Eats, Telstra, McDonald’s and ALDI among 2025 MFA Awards finalists

Campaigns for Uber Eats, ALDI, IAG, McDonald’s, Telstra and Samsung have been named among the finalists for the 2025 MFA Awards, with this year’s shortlist showcasing the industry’s most innovative and effective work ahead of the winners being revealed on 18 September.

The awards recognise campaigns that deliver measurable business impact and reflect the media agency industry’s mission of “We Are The Changers.” This year’s judging panel included over 100 senior media and marketing leaders, with more than half drawn from client-side CMO roles.

Raj Gupta, chief strategy and growth officer at UM Australia and MFA Awards steering committee member, said the awards highlight a healthy and dynamic industry. "The 2025 MFA Award finalists not only reflect the importance of media in delivering client outcomes but also the dynamic development of the craft of media.”

Finalists range from independent shops to global agency networks, with judges highlighting the strength of collaboration and strategic execution across the board. Work was judged on business outcomes, strategic innovation, executional craft, and long-term impact.

Standout campaigns include Uber Eats’ “Get Almost Anything, even Andy” by EssenceMediacom and Special Group, as well as  McDonald’s “Squid Game Meal – Dare to Play?” by OMD and Akcelo and IAG’s “Help Our Highway” by Initiative and News Corp.

Other notable finalists include ALDI’s “ALDIcore” by Zenith, Samsung’s “Clash of Commuters” by Clemenger BBDO and Telstra’s outdoor push via OMD.

Winners will be revealed at the MFA Awards gala at Randwick Racecourse on 18 September, following the MFA EX conference. The event will also see the unveiling of the prestigious Grand Prix award, Hall of Fame inductee and NGEN Award winners.