In 2025, the Effie Awards Ukraine celebrates its 20th anniversary – a milestone that called for something truly special. A symbol that not only reinforces the award’s reputation but also honors its participants and inspires new contenders. This is how the concept “Keep the Benchmark of Effectiveness” was born. The idea and visual solution were developed by BetterSvit, the award’s long-standing creative partner.

“This anniversary is an important milestone for the entire Ukrainian advertising industry. Over the past 20 years, Effie has become the main benchmark of effectiveness in Ukraine. And today, in challenging times, we wanted not only to honor the past but also to create something unifying. Because the power of Effie lies in the community that shapes it,” says Maksym Lazebnyk, CEO of the All-Ukrainian Advertising Coalition (VRK), the official organizer of the award in Ukraine.

The “Keep the Benchmark of Effectiveness” campaign perfectly captures the essence of the award: effectiveness is not a one-time act but consistency proven over time. That’s why the BetterSvit team drew inspiration from the familiar Ukrainian phrase “keep the benchmark” – a symbol of professional honor, resilience, and high standards. This expression aptly describes Effie participants: agencies, brands, and teams that prove the strength of their ideas year after year through results.

“We didn’t just want to say ‘effectiveness matters’ – we wanted to honor those who uphold it. The campaign is both a tribute to the history and a motivational call for new victories and new participants,” comments Svitlana Stepanenko, Managing Partner at BetterSvit Holding.

The central visual element of Effie 2025 became the postage stamp. Around the world, it is customary to issue unique stamps for anniversaries. In Ukraine, this image has taken on even greater, deeper meaning since 2022 – becoming a symbol of resilience, pride, and the documentation of historical moments. For the Effie Ukraine 2025 campaign, the stamp became a visual symbol of the advertising industry’s achievements over the past 20 years.

So, if you also want to be part of the Effie People community, where effectiveness has value, a name, and a pin – submit your entry.

The next submission deadline for the Effie Awards Ukraine 2025 is August 31.

Winners will be announced on November 28 at the Awards Ceremony.

Keep the benchmark of effectiveness – and make your name known across the entire industry.