Born Licensing Celebrates Three Finalists at The Licensing Awards 2026
It's been another exciting year for the team at Born Licensing, with three finalist nominations at this year's Licensing Awards – one of the UK's most prestigious celebrations of excellence across the brand licensing industry.
We're incredibly proud to be recognised across both campaign and individual categories, reflecting not only the impact of licensed advertising but also the talented people behind the work.
TWO CAMPAIGNS RECOGNISED FOR BEST LICENSED PROMOTIONS CAMPAIGN
Born Licensing has been shortlisted twice in the Best Licensed Promotions Campaign category, with two standout collaborations that demonstrate the power of entertainment IP in advertising.
The first, Google Pixel x Love Actually, "It's Pixel, actually", reimagined one of Britain's most beloved Christmas films to showcase the Pixel 10's advanced camera capabilities. Developed in partnership with Google, WPP Media Futures Group and Universal Products & Experiences, the campaign reunited original cast members Thomas Brodie-Sangster and Martine McCutcheon, blending nostalgia with product innovation in a fresh and culturally relevant way.
Joining it on the shortlist is Sainsbury's x The BFG, "The Unexpected Guest", which saw the Big Friendly Giant return for a second festive adventure alongside new Sainsbury's colleague Annie. Created with New Commercial Arts, Rogue Films, Electric Theatre Collective and The Roald Dahl Story Company, the campaign built on the enormous success of the previous year's collaboration, once again bringing the warmth, humour and magic of Roald Dahl's iconic character to Christmas advertising.
CONTINUING A WINNING LEGACY
These nominations are made even more special as Born Licensing enters this year's awards as the current holder of the Best Licensed Promotions Campaign title, having won the category in 2025 with Sainsbury's x The BFG, "Phizz-Whizzing Christmas".
That campaign became one of the UK's most celebrated Christmas adverts, achieving the maximum 5.9-star rating on System1's Test Your Ad platform and demonstrating how beloved entertainment characters can drive exceptional effectiveness while creating meaningful commercial value for both brands and rights holders.
To see another BFG campaign recognised just one year later is a fantastic testament to the enduring strength of the partnership and the continued appetite for character-led storytelling.
RISING STAR RECOGNITION
The celebrations don't stop with the campaigns.
We're also delighted that our Licensing Executive, Alberto Massaro, has been shortlisted for the Rising Star award, recognising emerging talent within the licensing industry.
Since joining Born Licensing, Alberto has played an integral role in delivering licensed advertising campaigns for many of the world's leading brands and entertainment properties, managing projects from initial feasibility through to negotiations, approvals and final delivery. His nomination reflects not only his individual contribution but also the continued growth of licensed advertising as an exciting and specialist area of the licensing industry.
To receive three nominations at this year's Licensing Awards is something the entire team is incredibly proud of. Congratulations to all of this year's finalists, and thank you to our brilliant clients, agency partners and rights holders for trusting us to bring some of the world's most iconic characters into advertising campaigns that connect with audiences in meaningful ways.
READ MORE ABOUT OUR WORK WITH THE BFG AND LOVE ACTUALLY
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