The Uganda Advertising Association (UAA), in collaboration with The Loeries, has officially launched the fourth edition of the Silverback Awards, setting the stage for a highly competitive celebration of creativity across East Africa’s marketing and communications landscape.
This year’s theme, “Elevating the Grind,” underscores the event’s sharpened focus on innovation, excellence, and regional inclusion. What began as Uganda’s premier recognition platform for advertising and brand communication has rapidly evolved into a stage for East Africa’s top creative minds.
In 2024, the awards attracted over 100 submissions, with increased participation from agencies in Tanzania, Rwanda, and Kenya. Organizers have now formally opened the 2025 edition to the entire region, signalling a new chapter in the awards’ growth.
“The Silverback Awards were founded on a clear vision—to inspire our industry to strive for greatness, not just locally, but on the global stage,” said Rommel Jasi, Chairman of the Uganda Advertising Association. “As Uganda’s official representatives for Cannes Lions, we believe this platform is vital preparation for competing at international levels like The Loeries and Cannes.”
The Loeries, recognized as the highest creative honour across Africa and the Middle East, celebrate excellence in brand communication. Cannes Lions, globally revered, sets the benchmark for creativity and effectiveness in marketing across disciplines.
The submission portal—www.silverbackawards.com, opened on August 4 and will remain open until October 3. Eligible campaigns must have run between August 1, 2024, and July 31, 2025. Judging will take place from October 20 to November 6, conducted by a panel of seasoned creatives from across the continent.
Youth will also take the spotlight through the Young Creatives competition, running from November 11 to 13, with categories in Public Relations, Marketing, Film, and Design. The season will culminate in a Communication Industry Symposium on November 14 and the grand awards gala on November 15, where winners will receive medals, certificates, and internship opportunities.
“The Silverback Awards have built a reputation rooted in credibility—from the integrity of the entries to the prestige of the gala night,” said Preetesh Sewraj, CEO of The Loeries. “Our hope is that every participant leaves inspired to sharpen their vision, fuel their creativity, and push the boundaries of excellence.”
The 2025 Silverback Awards are powered by Eskmi, Mobicast, Next Media, Trace East Africa, Uganda Breweries Limited, and Reelforge Analytics.