Warner Bros. Discovery, Critical Mass and Instacart are finalists for this year’s Digiday Awards

This year, brands, retailers and publishers have further embraced innovation and emerging technology to foster unique, adaptive and highly relevant consumer interactions. This is clear among the finalists for the 2025 Digiday Awards, who also tapped into cultural trends and the zeitgeist to remain top-of-mind with audiences, with creative being tied directly to measurable results and business impact.

For instance, in the Best Use of Influencer Marketing category, Warner Bros. Discovery’s Courageous Studios is nominated for a Google Pixel campaign centered around the third season of HBO’s “The White Lotus.” Pop culture podcaster Evan Ross Katz and cast member Nicholas Duvernay traveled through Thailand with only the Google Pixel and Gemini to guide them, turning real-time exploration into a dynamic content series that paired seamlessly with the show’s weekly episodes. The results positioned Google Pixel with Gemini at the heart of cultural conversation, driving more than 104 million impressions, 1.3 million views and engagement from fans, brands and talent alike.

And Critical Mass is among the finalists in the Best Use of AI category. The agency reimagined how Starburst connects with consumers by developing a custom AI pipeline for its “Different Every Time” campaign. Instead of relying on new product launches, the brand tapped into Gen Z’s appetite for creativity, individuality and constant discovery by generating modular, ever-changing content tailored to different audiences and contexts. In just seven months, Starburst Gummies saw a 150% increase in dollar growth and a 65% rise in unit sales, while the overall portfolio achieved an 8% lift among Gen Z.

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