Golden Award of Montreux Winners Announced 2026
The Golden Award of Montreux has revealed its 2026 winners, marking the start of the European awards season.
Established in 1989, it was honouring print, poster and design three years before Cannes expanded beyond Film and today celebrates creative excellence across advertising, media, digital, film, design and events.
Montreux has always been a magnet for creatives. Freddie Mercury composed and had a house here. Nabokov lived and wrote here. And the best creatives are honoured with Gold.
This year’s Ad of the Year goes to BETC for CANAL+ with „Tango“. Using the metaphor of a magnetic tango, the film captures the deep creative bond between a broadcaster and cinema. BETC took home four Gold medals in total.
Serviceplan Group Germany was named Agency of the Year for the second consecutive year, winning five Gold medals. Among the standout campaigns was „Sheep Happens“, inspired by a real incident in which a herd of 50 sheep stormed a Penny store, turned within a day into a campaign generating over three million organic views. Fellow German agencies also made their mark: fischerAppelt took three Gold medals and Cheil Germany two. Havas was named Network of the Year.
Dentsu Lab Netherlands received two Gold medals for „Waves of Will powered by NTT“, a project enabling people living with motor neuron diseases such as ALS to perform via brainwave-controlled digital avatars.
India delivered a strong showing, with five Gold medals awarded across Young & Hungry, Tree Design, Mathrubhumi, BC Web Wise and Tribes, spanning Packaging Design, Direct Marketing, Events, Creative Use of Media and Spatial Communication.
The 2026 jury brought together leading creatives from 17 countries. All finalists receive a Golden Award Certificate recognising each contributor individually.
In total, 43 Gold medals were awarded, 38 in the main competition and five in the Talent Awards.
From the Jury
„The best advertising moves people, and this year’s submissions reminded me why this craft still matters.“
— Eduardo Basque, Vice President and Creative Director, FCB Health New York
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