South Africa, April 8 -- In total, the Middle East and Africa geography has 18 shortlisted campaigns.

The Warc Awards for Effectiveness 2025 in association with Lions, shortlist comprises 130 campaigns shortlisted across 26 countries and 12 categories.

Asia-Pacific has the most shortlisted entries (38), followed by North America (37), Europe (27), Middle East and Africa and Latin America (10).

The Awards honour the best campaigns that showcase how strategic thinking leads to effective impact for brands and business.

African shortlisted campaigns

Category: Brand Purpose

Campaign: Bread of the Nation

Agency: Ogilvy SA

Brand: AB InBev

Advertiser: AB InBev

Category: Instant Impact

Campaign: KFC's breakfast coup - How chicken disrup...