Three-day festival returns with a new-look AWARD Awards as part of the ultimate celebration of local and global creativity

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Creative heavyweight Nils Leonard, founder of Uncommon Creative Studio UK, and Cannes Download — the definitive showcase of 2025’s award-winning work from the Palais — will headline This Way Up this August, AWARD’s annual festival of creativity.

Held across three days and three Sydney venues from 12–14 August, this year’s festival brings together the sharpest creative minds and most talked-about work from Australia and around the world, all under one banner.

“This Way Up is about more than inspiration, it’s about momentum, community, and recognising the people and ideas that are shaping the future of creativity here and abroad,” said Mandie van der Merwe, AWARD Chair. “We’re thrilled to bring a mix of global and local talent together in one incredible week, and everyone’s invited. If you care about creativity and where it’s headed, this is where it all happens.”

2025 PROGRAM

Day 1: SPEAKERS, Tuesday 12 August: The program kicks off at ACO On the Pier, with a keynote from Nils Leonard in his role as Jury President for the 46th AWARD Awards. He’ll then be joined by top CMOs, creatives and strategists for The Work Behind the Work, a must-see session exploring the insight and creative process behind some of this year’s most awarded Australian campaigns. Further speakers to be announced.

Day 2: CANNES DOWNLOAD, Wednesday 13 August: The spotlight turns to the big screen at HOYTS EQ Sydney as Advertising Council Australia brings back the hugely popular Cannes Download, presented by Val Morgan. Curated by Dave Bowman, Chief Creative Officer at Publicis Groupe ANZ and 2025 Cannes Juror, this fast-paced showcase will screen the most inspiring global campaigns fresh from the Palais before the event embarks on a national tour to Melbourne (19 Aug), Brisbane (Aug 20), Adelaide (Aug 27) and Perth (Sept 2).

Bowman will be joined live on stage by fellow Cannes jurors and this year’s Young Lions, who will share insider perspectives from the jury rooms, lessons from the festival floor, and what it takes to win at the world’s biggest creative festival.

Day 3: 46TH AWARD AWARDS, Thursday 14 August: The week wraps with the 46th AWARD Awards Ceremony, the region’s most prestigious creative awards program, at Doltone House, Darling Island. This year’s new theatre-style event will unveil all the Gold, Silver and Bronze winners before rolling into an all-out industry celebration.

Check out the program and secure your tickets at thiswayup.com.au.