The Gerety Awards, known for applying and championing a wide and powerful lens to select the best work in advertising, has just announced that submissions for 2025 entries are now open.

Embracing the Awards’ foundation, the new campaign plays into Frances Gerety’s iconic strapline: ‘A diamond is forever’. It encourages submissions by showing how all ideas can shine at Gerety, and that the criteria for this is simply creativity.

The early bird deadline closes on Friday 7th March. The Awards are open to advertising agencies, advertisers, studios and production companies from across the globe.

For this year’s jury, Gerety has gathered a record number of judges; 245 from 50 different countries. They will gather to judge submissions based on the only criteria: originality of the idea and creativity in execution. Together, with a wide and representative lens, this jury will pick the best work in the industry.

Promoting the call for submissions, the hero film has a narrator describe the importance of ideas and how they can write history. As the narrator explains; ‘who knows, maybe your idea could be the next diamond’. The graphics centre around a diamond; imagery which recalls Frances Gerety’s infamous copy.

The campaign was created by Inbrax, a Chilean based agency which won Chile’s first Gerety Award in 2023.

Its print counterpart depicts a pen with the head of a diamond, combining both Frances Gerety’s slogan, and her occupation as a copywriter. With her pen, she wrote a slogan that became De Beers’ longest running, back in 1947.

Co-founder and CEO of Inbrax, Carolina Pinheiro, has been a Grand jury member and was also the president for the LATAM Executive jury in 2024. She explained: “The Gerety Awards were inspired by Frances Gerety and this connected with me very much so the first thing I thought about was how to give our campaign that same elegance and timeless appeal, to keep France’s DNA. This is what I shared with my team, and I think they got it! The diamond is at the center and the diamond constructs the idea”.

Co-Founder & Chief Creative Officer, Pancho González, added: “Right after we found the main idea, “The criteria is creativity”, the rest is history! It highlights what really matters when we are looking for the benchmark in creativity for the business. The trophy has a diamond right on its top, which is linked to Frances Gerety. We know what a diamond represents: it is hard, it’s expensive, its luxury, it shines. Would you like to have that diamond on your shelf? And make your work shine? So we created the narrative around the diamond, using the lines of the diamond and the purple colour from Gerety, and created a series of statements linked to it”.

By paying homage to the Gerety’s iconic strapline, the call for submissions campaign, by Inbrax, emphasises the power of ideas and creativity.

Meet the Gerety Awards 2025 jury, and enter the awards here: www.geretyawards.com.