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A guided tour of the MIXX Awards Europe 2026 submission platform hosted by an AI interpretation of Andrei Dragu - Event Director of IAB MIXX Awards Europe and CIO of GRF+ — account setup, campaign details, team credits, category selection, submission and payment. But more than the buttons: it's a short masterclass in writing an entry that actually wins. Below you'll find the platform's hard-won lessons turned into do's and don'ts, director's notes for every chapter, and one full worked example — "The Last Jar" campaign — taken end to end.
"Think of it as the version you would tell someone smart in an elevator. Not the version where you trap them in the elevator for 45 minutes and explain the full strategic architecture of the brand ecosystem."
In an increasingly fragmented omnichannel landscape, LUMEN Coffee embarked on a holistic, 360-degree brand transformation journey leveraging a synergistic ecosystem of touchpoints designed to recontextualise the role of packaging within the broader sustainability discourse, activating a multi-stakeholder narrative framework across the full consumer decision funnel and beyond…
Coffee jars are used for a few weeks and thrown away for decades. LUMEN redesigned its jar so the empty one becomes a biodegradable seed pot: peel the label, add soil, plant it. We turned the most-discarded object in the category into the start of something that grows — a packaging idea people kept instead of binned, and talked about because they had something to show for it.
"Massive buzz is what bees create. Awards juries usually prefer numbers."
The campaign created massive buzz and incredible engagement. Everyone was talking about it. It went viral and the brand saw amazing results across all channels, with huge love from consumers and the trade alike.
Repeat purchase rose 23% among existing buyers over ten weeks versus the prior quarter. Unit sales grew 18% year on year with no price change and no added discounting. Brand distinctiveness lifted 11% in post-campaign tracking. Creator and organic content drove 4.2M video views and 31,000 user-posted photos of planted jars. The co-branded soil pack sold through 94%. Cost per earned engagement came in 38% below category benchmark.
"Please avoid copy-pasting the same text across all categories. Judges need to understand the specific link between the campaign and that category. Think of it as your argument in court — a very friendly court, with fewer robes, but still, evidence matters."
This is a fantastic, award-worthy campaign that delivered outstanding results and should win in this category because it was creative, effective and innovative across every dimension of modern marketing.
Three categories, three distinct arguments — each tied to the specific thing that category recognises. See them below.
The environmental impact is the mechanism, not a message. Redesigning the jar into a seed pot converted the category's most-discarded object into a reusable product the buyer completes at home — 31,000 planted jars documented by users. Behaviour change at the point of disposal, not awareness of a promise.
We redesigned the post-purchase moment. The point a jar empties — normally the end of the relationship — became a new ritual: peel, plant, watch it grow. Lid guide and landing page removed friction so any buyer could complete it. A routine FMCG purchase became a hands-on experience people repeated — +23% repeat purchase.
"The Last Jar" film earned attention rather than buying it. Following one jar from shelf to first green shoot, with no voiceover selling the idea, it worked as content people watched and shared for its own sake — 4.2M views and 31,000 user-made planting posts.
"This is one of those moments where spelling suddenly becomes a strategic discipline. Because once it is engraved, autocorrect can no longer save us."
The Last Jarr by NorthLite for Lumen Cofee
The Last Jar by Northlight for LUMEN Coffee
Format: Title of Campaign by Agency for Brand / Advertiser.
The platform is easy. The entry isn't. Draft the whole written story first, then paste — don't compose in the form at 11:48 PM.
Each major text field caps at 300 words. Clarity over jargon. If a sentence needs a glossary, cut it.
It's not an admin box — it's the case for why this campaign deserves this category. One tailored paragraph per category.
Numbers, screenshots, dashboards, research, studies. Especially for results — judges need evidence, not adjectives.
Campaign title, agency, brand — final and correctly spelled. Engraving is forever; autocorrect isn't invited.
You don't need to finish in one session. Entries are negotiated, not written. Drafts are your friend.
An entry is only fully valid once payment is received. The journey ends at "paid", not at "submit".