{"id":8044,"date":"2026-06-16T16:14:13","date_gmt":"2026-06-16T07:14:13","guid":{"rendered":"https:\/\/nyfknba.com\/kr\/?p=8044"},"modified":"2026-06-17T07:55:26","modified_gmt":"2026-06-16T22:55:26","slug":"nyf-advertising-awards-announces-2026-winners-best-of-show-awarded-to-saint-elmos-germany-and-charles-charlotte-for-sheep-happens","status":"publish","type":"post","link":"https:\/\/nyfknba.com\/kr\/nyf-advertising-awards-announces-2026-winners-best-of-show-awarded-to-saint-elmos-germany-and-charles-charlotte-for-sheep-happens\/","title":{"rendered":"NYF Advertising Awards Announces 2026 Winners: Best of Show Awarded to Saint Elmo\u2019s Germany and Charles &#038; Charlotte for \u201cSheep Happens\u201d"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-lzxf19-2d8cbd37d9454f9eea2246c1d738b11a main_color avia-section-default avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-8044'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-kqn6rh-819302f6b4a8392bc7b6d24e3cd5ac6f av_one_full  avia-builder-el-1  el_before_av_two_third  avia-builder-el-first  first flex_column_div  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jmepp9-6070a6b830291d8b9ef0766fb6e2b9ad\">\n#top .av-special-heading.av-jmepp9-6070a6b830291d8b9ef0766fb6e2b9ad{\nmargin:50px 0 0 0;\npadding-bottom:20px;\n}\nbody .av-special-heading.av-jmepp9-6070a6b830291d8b9ef0766fb6e2b9ad .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n#top #wrap_all .av-special-heading.av-jmepp9-6070a6b830291d8b9ef0766fb6e2b9ad .av-special-heading-tag{\npadding:0 0 20px 0;\n}\n.av-special-heading.av-jmepp9-6070a6b830291d8b9ef0766fb6e2b9ad .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-jmepp9-6070a6b830291d8b9ef0766fb6e2b9ad av-special-heading-h1 blockquote modern-quote  avia-builder-el-2  avia-builder-el-no-sibling '><h1 class='av-special-heading-tag '  itemprop=\"headline\"  >NEWS<\/h1><div class='av-subheading av-subheading_below'><p><i class=\"fa-solid fa-circle-arrow-left\"><\/i><input class=\"back_bt_new\" type=\"button\" value=\" Back to Search\" \/><\/p>\n<\/div><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><\/div><div  class='flex_column av-hbj6al-f9e354fa26ab33856fed83dd4c96df08 av_two_third  avia-builder-el-3  el_after_av_one_full  el_before_av_one_third  first flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m9gpite1-acb1008b0c2a8a04e7e02f71dda33aca\">\n#top .av-special-heading.av-m9gpite1-acb1008b0c2a8a04e7e02f71dda33aca{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-m9gpite1-acb1008b0c2a8a04e7e02f71dda33aca .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-m9gpite1-acb1008b0c2a8a04e7e02f71dda33aca .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-m9gpite1-acb1008b0c2a8a04e7e02f71dda33aca av-special-heading-h2 blockquote modern-quote  avia-builder-el-4  el_before_av_post_metadata  avia-builder-el-first  new_title_h2'><div class='av-subheading av-subheading_above'><p><b>Advertising<\/b> Awards<\/p>\n<\/div><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >NYF Advertising Awards Announces 2026 Winners: Best of Show Awarded to Saint Elmo\u2019s Germany and Charles <span class='special_amp'>&amp;<\/span> Charlotte for <span class='special_amp'>\u201c<\/span>Sheep Happens<span class='special_amp'>\u201d<\/span><\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<div  class='av-post-metadata-container av-f7d6vh-07bc266e42d82319ef6cef5996d548f1 av-metadata-container-align-left  avia-builder-el-5  el_after_av_heading  el_before_av_hr  av-metadata-container-1'><div class='av-post-metadata-container-inner'><span class=\"av-post-metadata-content av-post-metadata-meta-content\"><span class=\"av-post-metadata-content av-post-metadata-author\"  itemprop=\"author\" ><span class=\"av-metadata-before av-metadata-before-author\">by<\/span><span class=\"av-post-metadata-author-link\" ><a href=\"https:\/\/nyfknba.com\/kr\/author\/nba_admin\/\"  rel=\"author\">nyfknba<\/a><\/span><\/span><span class=\"av-post-metadata-content av-post-metadata-separator\">\/<\/span><span class=\"av-post-metadata-content av-post-metadata-modified\"><span class=\"av-post-metadata-modified-date\" >June 17, 2026<\/span><\/span><span class=\"av-post-metadata-content av-post-metadata-separator\">\/<\/span><span class=\"av-post-metadata-content av-post-metadata-category\"><span class=\"av-metadata-before av-metadata-before-categories\">in<\/span><span class=\"av-post-metadata-category-link\" ><a href=\"https:\/\/nyfknba.com\/kr\/category\/new-york-festivals-news\/\" >New York Festivals News<\/a><\/span><\/span><\/span><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-vwqgt-ae9384ec94f4d0207674af48558c66b4\">\n#top .hr.hr-invisible.av-vwqgt-ae9384ec94f4d0207674af48558c66b4{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-vwqgt-ae9384ec94f4d0207674af48558c66b4 hr-invisible  avia-builder-el-6  el_after_av_post_metadata  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mnqzqx72-e0e5e48dee8947394fc6d5747f95de9f '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><div style=\"background-color: #eee; padding: 18px 32px; box-shadow: 1px 1px 3px 0 rgba(0,0,0,.1); margin-bottom: 36px;\">\n<p style=\"text-align: justify;\">Germany Leads with Five Grand Awards; USA Earns Three; Japan, the Philippines, and the UK Honored with One<\/p>\n<\/div>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-mqgb2mw4-5a318aff03b15946da026269deaa9583 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h6 class=\"p1\" style=\"text-align: right;\">New York, New York | June 15, 2026<\/h6>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-m9gsm1bc-a18c7aebf1c7dd117d9758f702b410f9 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p class=\"p1\"><span class=\"s1\" style=\"font-weight: 600; font-size: 14px; line-height: 1.1em;\">New York, NY \u2013 June 15, 2026<\/span> \u2013 <a href=\"https:\/\/home.nyfadvertising.com\/\"><strong>New York Festivals Advertising Awards<\/strong><\/a><span class=\"s1\"> (NYFA) announced the <\/span><strong><a href=\"https:\/\/www.nyfadvertising.com\/winners\/List\/a8e617c3-8b51-48bf-9be5-de349d59cba5\">2026 award winners<\/a><\/strong><span class=\"s1\">.<\/span><\/p>\n<p class=\"p3\">Led by Andrea Diquez, Global CEO of Gut, the <strong><a href=\"https:\/\/www.nyfadvertising.com\/jury\/index\/67c572f8-eb39-4f0a-8f85-ac58a3914255?_gl=1*8mdm4p*_ga*MjEwNjE3MTk0MC4xNzY3NzI5MDIx*_ga_SBQFH7PCDY*czE3ODE1MzI4NjIkbzI4MyRnMSR0MTc4MTUzMzU4MyRqNjAkbDAkaDA\"><span class=\"s2\">Executive Jury<\/span><\/a><\/strong> brought together accomplished industry leaders from around the globe to evaluate the work advanced by the 2026 <a href=\"https:\/\/www.nyfadvertising.com\/jury\/index\/ea75a968-f015-4d10-9b59-ed70227bd1ed\"><strong><span class=\"s2\">Shortlist Jury<\/span><\/strong><\/a>. Following extensive deliberation, the panel selected the 2026 award winners, recognizing the year&#8217;s most innovative, effective, and impactful creative work across all categories.<\/p>\n<p class=\"p3\">The Executive Jury awarded one Best of Show Tower, 11 Grand Towers, 51 Gold Towers, 48 Silver Towers, and 66 Bronze Towers. To view the winning campaigns, <a href=\"https:\/\/www.nyfadvertising.com\/winners\/List\/a8e617c3-8b51-48bf-9be5-de349d59cba5\"><strong>visit the <span class=\"s2\">2026 Advertising Awards Winners Showcase<\/span><\/strong><\/a>.<\/p>\n<p class=\"p3\">The 2026 NYF Advertising Awards attracted entries from 45 countries worldwide, reflecting the competition&#8217;s continued global reach and the diverse creative perspectives shaping today&#8217;s advertising landscape.<\/p>\n<p class=\"p3\">Chosen by the Executive Jury from among the year&#8217;s most celebrated work, the Best of Show Award recognizes a single campaign that stands apart for its creativity, innovation, and impact. As New York Festivals&#8217; highest honor, it celebrates work that sets a new benchmark for excellence across the industry.<\/p>\n<h6 class=\"p3\" style=\"margin-bottom: 15px;\">2026 Best of Show Award<\/h6>\n<h6 class=\"p3\">Sheep Happens \u2014 PENNY \u2014 Saint Elmo\u2019s Germany and Charles &amp; Charlotte \u2014 ACTIVATION &amp; ENGAGEMENT: Best Use: Real-Time Response<\/h6>\n<p class=\"p3\">Saint Elmo\u2019s Germany and Charles &amp; Charlotte earned the 2026 Best of Show Award for Sheep Happens, created for PENNY, one of Germany\u2019s most familiar discount supermarket chains. The campaign began when more than 50 sheep unexpectedly entered a PENNY store in Burgsinn, a rural town in Bavaria.<\/p>\n<p class=\"p3\">Rather than controlling the narrative, PENNY responded in real time with humor, simply stating, \u201cSheep happens.\u201d The incident quickly evolved into a participatory cultural moment as audiences engaged with the story, helped shape its direction, and transformed the sheep into unlikely protagonists. What followed became a widely shared phenomenon, generating creator participation, community engagement, and global media attention. The campaign ultimately delivered \u20ac30 million in earned media, a 13% revenue increase in Burgsinn, a 6% revenue increase across Germany, and a 69% rise in brand popularity.<\/p>\n<p class=\"p3\">&#8220;Thank you New York Festivals for awarding our Sheep Happens campaign the Best of Show Award in Activation &amp; Engagement.<\/p>\n<p class=\"p3\">When 50 Sheep accidentally walked into a PENNY supermarket and created chaos, your first thought might be \u2026Sh*t\u2026 What am I going to do with that? Don\u2019t talk about it all or make one post and forget about it?<\/p>\n<p class=\"p3\">Instead, we had clients who have had the courage to turn this unexpected incident into the fastest at the same time most extensive activation campaign PENNY has ever launched.<\/p>\n<p class=\"p3\">Our achievement was not creating the moment, it was more recognizing it, embracing it and then turn it into something bigger, thank you for recognizing that.&#8221;\u2014Mathias Harbeck, Chief Creative Officer and Partner at Saint Elmo\u2019s Germany<\/p>\n<h6 class=\"p3\">2026 Grand Awards<\/h6>\n<p class=\"p3\">These exceptional campaigns achieved the highest scores in their respective categories as determined by the Executive Jury and were honored with the distinguished New York Festivals Grand Award Tower.<\/p>\n<h6 class=\"p3\">ACTIVATION &amp; ENGAGEMENT: Best Use: Real-Time Response<\/h6>\n<h6 class=\"p3\" style=\"margin-bottom: 15px;\">Sheep happens \u2014 PENNY \u2014 Saint Elmo\u2019s Germany \/ Charles &amp; Charlotte \u2014 Germany<\/h6>\n<h6 class=\"p3\">BAKED IN NY: New York or Everywhere: NYC State of Mind<\/h6>\n<h6 class=\"p3\" style=\"margin-bottom: 15px;\">Never Become a Former New Yorker \u2014 StreetEasy \u2014 Mother \u2014 USA<\/h6>\n<h6><\/h6>\n<h6 class=\"p3\">DIGITAL\/MOBILE: Mobile Platform: Social\/Environmental Good: NGO\/PSA<\/h6>\n<h6 class=\"p3\" style=\"margin-bottom: 15px;\">Bedtime Donations \u2014 Royal Society for Blind Children \u2014 INNOCEAN Berlin \u2014 Germany<\/h6>\n<h6><\/h6>\n<h6 class=\"p3\">FILM: Products &amp; Services: Retail Stores<\/h6>\n<h6 class=\"p3\" style=\"margin-bottom: 15px;\">No Project without Drama \u2014 HORNBACH \u2014 HeimatTBWA Berlin GmbH \u2014 Germany<\/h6>\n<h6 class=\"p3\">FILM CRAFT: Art Direction\/Production Design<\/h6>\n<h6 class=\"p3\" style=\"margin-bottom: 15px;\">No Project without Drama \u2014 HORNBACH \u2014 HeimatTBWA Berlin GmbH \u2014 Germany<\/h6>\n<h6 class=\"p3\">THE FUTURE NOW: BEST USE: Innovation<\/h6>\n<h6 class=\"p3\" style=\"margin-bottom: 15px;\">Radio Time Machine \u2014 NICHII GAKKAN CO., LTD. \u2014 TBWA HAKUHODO \u2014 Japan<\/h6>\n<h6 class=\"p3\">NYF\u2019IN FUNNY: TVC \/ Film &amp; Video<\/h6>\n<h6 class=\"p3\" style=\"margin-bottom: 15px;\">Get Almost Almost Anything \u2014 Uber Eats \u2014 Special US \u2014 USA<\/h6>\n<h6 class=\"p3\">OUTDOOR: Best Use: Ambient<\/h6>\n<h6 class=\"p3\" style=\"margin-bottom: 15px;\">McDelivery\u00ae Speed Camera Ads \u2014 McDonald\u2019s \u2014 Scholz &amp; Friends \u2014 Germany<\/h6>\n<h6 class=\"p3\">PUBLIC RELATIONS: Best Use: Crisis &amp; Issue Management PR<\/h6>\n<h6 class=\"p3\" style=\"margin-bottom: 15px;\">The KitKat Heist \u2014 KitKat \u2014 Burson &amp; VML London \u2014 UK<\/h6>\n<h6 class=\"p3\">PURPOSE: Physical Well-Being<\/h6>\n<h6 class=\"p3\" style=\"margin-bottom: 15px;\">Beat Cancer Off \u2014 Fuck Cancer \u2014 VML New York \u2014 USA<\/h6>\n<h6 class=\"p3\">SOCIAL MEDIA &amp; INFLUENCER: Best Use: Storytelling<\/h6>\n<h6 class=\"p3\">Boysen Color Stories \u2014 Boysen \u2014 TBWA\\SMP \u2014 Philippines<\/h6>\n<p class=\"p3\">Several of the categories introduced for the 2026 competition resonated strongly with entrants and jurors alike. Among the new category groups, Baked in New York, Creative Marketing Strategy\/ Effectiveness, and Sports each produced multiple Gold-winning entries, reflecting the industry&#8217;s growing focus innovation, effectiveness, and culturally resonant storytelling.<\/p>\n<p class=\"p3\">View the NYF Advertising Awards <a href=\"https:\/\/www.nyfadvertising.com\/winners\/List\/a8e617c3-8b51-48bf-9be5-de349d59cba5\"><strong><span class=\"s2\">2026 winners<\/span><\/strong><\/a>.<\/p>\n<p class=\"p3\">Go behind the scenes with the 2026 NYF Advertising Awards Executive Jury in the <a href=\"https:\/\/www.youtube.com\/watch?v=mRAwBu27jeA\"><strong><span class=\"s2\">2026 Winners Reel<\/span><\/strong><\/a> featuring their perspectives on the ideas, innovation, and creative excellence behind this year\u2019s winning work.<\/p>\n<p class=\"p3\">The New York Festivals Advertising Awards competition receives entries from seven continents and is judged by an international jury of more than 350 members of NYF\u2019s <a href=\"https:\/\/www.nyfadvertising.com\/jury\/index\/67c572f8-eb39-4f0a-8f85-ac58a3914255?_gl=1*8mdm4p*_ga*MjEwNjE3MTk0MC4xNzY3NzI5MDIx*_ga_SBQFH7PCDY*czE3ODE1MzI4NjIkbzI4MyRnMSR0MTc4MTUzMzU4MyRqNjAkbDAkaDA\"><strong><span class=\"s2\">Executive Jury<\/span><\/strong><\/a>, Specialty Executive Juries, and <a href=\"https:\/\/www.nyfadvertising.com\/jury\/index\/ea75a968-f015-4d10-9b59-ed70227bd1ed\"><span class=\"s2\"><strong>Shortlist Jury<\/strong><\/span><\/a>. New York Festivals jury panels collectively cast their votes to select the year\u2019s trophy-winning work.<\/p>\n<p class=\"p3\">The New York Festivals Advertising Awards will announce the 2026 Special Industry Awards on Wednesday, June 17th.<\/p>\n<p class=\"p3\">For more information about the 2026 NYF Advertising Awards, visit <a href=\"https:\/\/home.nyfadvertising.com\/\"><strong><span class=\"s2\">HERE<\/span><\/strong><\/a>.<\/p>\n<h6 class=\"p3\" style=\"margin-bottom: 15px;\">About New York Festivals:<\/h6>\n<h6 class=\"p3\" style=\"margin-bottom: 15px;\">New York Festivals\u00ae<\/h6>\n<h6 class=\"p3\" style=\"margin-bottom: 15px;\">Celebrating the World\u2019s Best Work since 1957<\/h6>\n<h6 class=\"p3\">Advertising Awards<\/h6>\n<h6 class=\"p3\">AME Awards\u00ae<\/h6>\n<h6 class=\"p3\">NYF Health\u00ae<\/h6>\n<h6 class=\"p3\">Radio Awards\u00ae<\/h6>\n<h6 class=\"p3\">TV &amp; Film Awards\u00ae<\/h6>\n<p class=\"p3\">Entries to each of the competitions are judged around the world by panels of peers in their respective industries. For more information, go to www.newyorkfestivals.com.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-7a0rrx-99a50a75db76f35c37989863b84debe4\">\n#top .hr.hr-invisible.av-7a0rrx-99a50a75db76f35c37989863b84debe4{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-7a0rrx-99a50a75db76f35c37989863b84debe4 hr-invisible  avia-builder-el-10  el_after_av_textblock  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><\/p><\/div><div  class='flex_column av-69xost-8fca420a2100fcf4ef24430a5e6603e7 av_one_third  avia-builder-el-11  el_after_av_two_third  avia-builder-el-last  flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3pvfj1-48a87d6aff2eef82a7518a3cce3dbe5f\">\n.avia-image-container.av-3pvfj1-48a87d6aff2eef82a7518a3cce3dbe5f 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itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" ><div class=\"big-preview single-big\"  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><a href=\"https:\/\/nyfknba.com\/kr\/new-york-festivals-korea-national-brand-awards-announces-2026-award-winners-in-seoul\/\"  title=\"\uc2ac\ub77c\uc774\ub4dc\ubc30\ub108-1\" ><img decoding=\"async\" loading=\"lazy\" width=\"1019\" height=\"363\" src=\"https:\/\/nyfknba.com\/kr\/wp-content\/uploads\/sites\/2\/2026\/04\/NEWS-\ubc30\ub108-NYF-K-NBA-\uc2dc\uc0c1\uc2dd.jpg\" class=\"wp-image-6901 avia-img-lazy-loading-6901 attachment-entry_without_sidebar size-entry_without_sidebar wp-post-image\" alt=\"\" srcset=\"https:\/\/nyfknba.com\/kr\/wp-content\/uploads\/sites\/2\/2026\/04\/NEWS-\ubc30\ub108-NYF-K-NBA-\uc2dc\uc0c1\uc2dd.jpg 1019w, https:\/\/nyfknba.com\/kr\/wp-content\/uploads\/sites\/2\/2026\/04\/NEWS-\ubc30\ub108-NYF-K-NBA-\uc2dc\uc0c1\uc2dd-768x274.jpg 768w, 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