Where creativity shapes culture

With over 50% of time spent on Reels, we have witnessed an incredible rise in the popularity of short form video content among people, creators, and businesses alike. The Reels Impact Awards aim to honor and encourage the innovative and impactful work being done on this platform.

Criterias

The Reels Impact Awards celebrate excellence across five key categories, each designed to showcase the diverse talents and strategies that make short-form video content truly impactful.

Celebrating the best Reels across 5 key categories.

Brand

Evaluating Reels that drives brand awareness, builds consideration and connects with a target audience

Performance

Rewarding campaigns that deliver measurable business results, including Revenue Growth, Customer Acquisitions, and ROI

Creators & Craft

Spotlighting Creator content & exceptional Craft that brings fresh perspectives and engaging storytelling to the platform

Community

Exceptional Organic & Paid content creating authentic, trend-driven conversations & cultural impact that inspires positive change socially

Innovation & Generative AI

Unlocking New Frontiers in Storytelling: Celebrating Innovation, Creativity and Technological Advancements

Brands and agencies are welcome to submit their entries in multiple categories if they meet the requirements. Our esteemed panel of judges will be revealed in the coming weeks, and the award ceremony will take place in Singapore in November 2025.

We invite you to select your best work, connect with your Meta representative, and submit your entries as soon as possible. This is an exciting opportunity to showcase your creativity and innovation on Reels.

Judging Criteria for all categories

Strategy

Understanding our audience. What role does/can Reels play for both customers and campaign?

Very clear objectives. The role of Reels to both audience and campaign objectives is well understood.

Unclear or mixed objectives. Reels does not play a key role in the campaign.

Creativity

Speaking the language of Reels. Is the campaign entertaining, digestible, relatable?

Fluent in Reels. The campaign is tailormade to have appeal with use of effects, music, and captions.

No or low thought to the placement. Assets are re-used from or best suited to other, non-Reels placements.

Impact

Reels-Led Impact. Does the campaign support a broader ecosystem of channels, user journeys, and measurement?

Highly effective, highly integrated. The campaign is led by Reels but effectively drives impact across the funnel, including other surfaces or placements.

Low or no thought to effectiveness or integration. Measurement is not in line with best practices or verifiable within Meta solutions.

Markets

The Reels Impact Awards shine a spotlight on the vibrant creativity across South East Asia, encompassing global work from advertisers from these 7 dynamic markets: Indonesia, Malaysia, Singapore, Thailand, Philippines, Vietnam and Emerging Markets*. This regional focus celebrates the unique cultural perspectives and diverse talents, while fostering a spirit of friendly competition that showcases the best of South East Asian digital creativity.

We are excited to recognize our South East Asia managed advertisers who are making a global impact. To do this, we're introducing a new category, titled Cross-Border, for our Awards entry. This category is open to any SEA-based advertiser who has run a successful campaign in a non-SEA country - whether it's a Singapore advertiser reaching audiences in Brazil or a Philippines advertiser running a Performance campaign in Japan. We want to shine a spotlight on the innovative ways you're using Reels to connect with customers around the world.

* Market entry will also take submissions from Managed advertisers in Sri Lanka, Pakistan, Kazakhstan, Uzbekistan.

Indonesia

Malaysia

Philippines

Singapore

Thailand

Vietnam

Emerging Markets

By highlighting outstanding reels from these six nations, the awards not only recognize individual achievements but also promote cross-cultural exchange and inspiration throughout the region.

Judging Panel

Twelve industry leaders, including creative directors, marketing experts, and innovators from top agencies and brands across Southeast Asia.

Alexandra Shadbolt

Content & Advocacy Director
L'Oreal

Angelina Villanueva

CMO Asia Business Unit
McDonald's Corp

Bernard Cheng

CMO
Pepsico Asia Beverage

Cheryl Goh

CMO, Singapore
Grab

Chloe Neo

CEO
Omnicom Media Group, Singapore

Farrokh Madon

CCO
Pirate

Firrdaus Yusoff

Head of Creative
Forsman & Bodenfors

Gaurav Vikrar

Future-X AI, Media and Delivery Leader P&G (SK-II)
Procter & Gamble Co

Guan Hin, Tay

APAC Regional Director
The One Club for Creativity

Jeremy Webb

VP & Head of Content
Ogilvy

Pei Wen, Wong

Director, Master of Media and Communication Programme
Nanyang Technological University

Tawana Burnett

Head of Top Accounts & Agencies APAC
Meta

Woei Hern, Chan

Head of Creative
VaynerMedia