The Gerety Awards 2025 has initiated its Call for Entries Campaign, crafted by the Chilean agency Inbrax. The campaign features a series of images and a video, which are available for download.

The campaign film opens with the question, 'What is an idea?' and suggests that all ideas have the potential to shine like diamonds, with creativity being the primary criterion.

Carolina Pinheiro, Co-founder and CEO of Inbrax, has previously served as a Grand jury member and was the president for the LATAM executive jury in 2024.

"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," she said.

The campaign seeks to embody the elegance and timeless allure associated with Frances Gerety, the copywriter who coined the slogan 'A diamond is forever.' The Gerety Awards are named in her honour. The 2025 jury comprises 245 judges from 50 countries, and the awards are open to advertising agencies, advertisers, studios, and production companies worldwide. Originality and creativity serve as the judging criteria.

Pancho González, Co-Founder and Chief Creative Officer of Inbrax, commented on the campaign's development. "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."

The early bird deadline for entries is set for March 7, 2025. The Gerety Awards aim to select the best in advertising from a powerful perspective and provide a business case for good advertising.