Cannes Lions 2025 Gold Winner Analysis

Cannes Lions 2025 Gold Winner Analysis

Audio & Radio

1."Name This OREO"

What Happened

• Campaign: Name This OREO
• Brand: OREO
• Agency: VML New York
• Award: Cannes Lions 2025 Gold – Audio & Radio Lions

• Video Link: 

• Description:
  Inspired by a viral internet theory about the meaning behind the OREO name, "Name This OREO" invited fans to decode, name, and win rewards through a playful mobile audio experience. The campaign created a new "Oreo Grammar," encouraging fans to combine cookies in creative ways and unlock exclusive prizes. Rolled out globally across social media, out-of-home, and retail, the activation turned a meme into a viral, gamified sensation that reversed OREO’s typical post-holiday sales slump.

Why It Worked

• Cultural Relevance: Tapped into a real, trending internet meme, making the campaign instantly relatable and shareable.
• Channel Innovation: Used a mobile audio game to engage users, blending digital interaction with real-world rewards.
• Consumer Insight: Leveraged OREO’s playful brand DNA and fans’ love for customization and decoding.
• Business Impact: Drove significant increases in buyers, sales, and website traffic during a historically slow period.

What We Can Learn

• Turn Social Trends into Brand Platforms: Brands can amplify organic internet culture by building structured, rewarding experiences around it.
• Gamification Drives Engagement: Interactive, reward-based mechanics can boost both participation and sales.
• Platform-Native Creativity: Meeting consumers where they play (audio, mobile, social) is key to modern brand building.
• Sales Impact Through Play: Fun, participatory campaigns can deliver measurable commercial results, even outside peak seasons.

2. "The Second Release" – Billboard Arabia

What Happened

• Campaign: The Second Release
• Brand: Billboard Arabia
• Award: Cannes Lions 2025 Gold (category not specified, but recognized at Dubai Lynx and widely celebrated)
• Agency: SRMG Riyadh / Billboard Magazine
• Video Link: 

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Campaign Description:
Billboard Arabia honored the legacy of Etab, Saudi Arabia’s first true diva, who was forced to leave her country due to conservative restrictions on female performers. Decades after her passing, Billboard Arabia remastered and re-released her tribute song “Ya Saudi” on all digital platforms two days before Saudi National Day. The campaign brought Etab back to the spotlight with a new Billboard session, urban fashion line, and a citywide celebration, turning her song into a trending anthem and sparking a national conversation about women’s roles in Saudi culture. Etab was posthumously awarded the Cultural Impact Award by the Saudi Ministry of Culture, cementing her place in history.

Why It Worked

• Cultural Relevance & Timing: Released just before Saudi National Day, the campaign tapped into national pride and the country’s evolving cultural landscape.
• Restorative Justice: Gave overdue recognition to a pioneering female artist, resonating with both older and younger generations.
• Integrated Multichannel Approach: Combined music, fashion, influencer partnerships, outdoor, and digital media to maximize reach and engagement.
• Viral Impact: The remastered track became the #1 trending song on TikTok for National Day, with Etab’s name searches spiking by over 1,000% and the track reaching 2.4 million plays.
• Societal Impact: Sparked dialogue about gender representation and cultural heritage, inspiring future generations of female artists.

What We Can Learn

• Reviving Forgotten Icons: Brands can drive cultural progress by honoring overlooked pioneers, especially in markets undergoing rapid social change.
• Strategic Use of National Moments: Aligning campaigns with major national events amplifies emotional resonance and reach.
• Integrated Storytelling: Combining music, fashion, influencer engagement, and digital platforms creates a cultural movement, not just a campaign.
• Purpose-Driven Work: Recognition and restorative storytelling can position a brand as a leader in cultural advocacy, earning both commercial and societal rewards.

Film

1.  "Find Your Friends" – Apple

What Happened

• Campaign: Find Your Friends
• Brand: Apple (iPhone 15)
• Award: Cannes Lions 2025 Gold (noted for excellence in Casting / Real People)
• Agency: Apple Marcom (In-house)
• Production Company: Somesuch / Los Angeles
• Video Link:

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Description:
To highlight the iPhone 15’s "Precision Finding for Find My Friends" feature, Apple created a joyful film centered on a Star Wars Mandalorian cosplayer trying to find his friends at a crowded fan convention. Surrounded by hundreds of costumed fans, the protagonist uses Precision Finding to zero in on his group, culminating in a celebratory dance to Channel Tres’ “All My Friends.” The spot is packed with Star Wars Easter eggs and features 172 real fans, blending Western cinematic style with a docu-musical format.

Why It Worked

• Cultural Relevance: Tapped into the global Star Wars fandom and released on Star Wars Day, maximizing emotional and cultural resonance.
• Real People, Real Passion: Cast actual cosplayers and fans, adding authenticity and community spirit.
• Product Demo as Entertainment: Seamlessly integrated the product feature into a relatable, fun, and cinematic narrative.
• Craft and Storytelling: High production value, clever editing, and a fresh musical approach made the film stand out.

What We Can Learn

• Leverage Fandoms: Tapping into existing passionate communities can supercharge engagement and shareability.
• Authenticity in Casting: Real people elevate believability and emotional connection.
• Product as Hero: Demonstrating features through story, not just explanation, creates memorable, persuasive advertising.
• Cultural Timing: Launching on a key date (Star Wars Day) amplifies relevance and earned media.

2. "Never Just a Period" – Bodyform (Libresse)

What Happened

• Campaign: Never Just a Period
• Brand: Bodyform (Libresse in some markets, owned by Essity)
• Agency: AMV BBDO, London
• Award: Cannes Lions 2025 Gold (category: Film/Integrated)
• Video Link

Description:
"Never Just a Period" is a global campaign that highlights the gap between what women are taught about menstruation and the complex, often underrepresented realities of their experiences. The hero film uses humor, mixed media, and a female-only orchestra (acting as a Greek chorus) to depict everything from the pain of having a coil fitted to menstruating while breastfeeding. The spot ends by asking, “What do you wish you’d been told?”—inviting conversation and sharing.

The campaign is based on Bodyform’s deep research, including its Global V-Taboo Tracker, and features over 100 unique assets across TV, digital, and social media, each tackling different stages and dimensions of menstrual life.

Why It Worked

• Empathetic Storytelling: The campaign is rooted in real, often overlooked experiences, brought to life with humor, outrage, and emotional truth.
• Research-Driven Insight: Insights from 10,000 people in 10 countries revealed massive knowledge gaps and persistent taboos, shaping the creative direction.
• Cultural Relevance: Tackled issues like perimenopause, pain, and discharge—topics rarely shown in advertising—making the work both distinctive and necessary.
• Craft and Innovation: Mixed media, a diverse cast, and an orchestra elevate the storytelling, creating an immersive and memorable experience.
• Community Engagement: The campaign ends by prompting viewers to share what they wish they’d been told, fueling ongoing conversation and data collection.

What We Can Learn

• Go Beyond the Obvious: Telling the deeper, less-shared stories creates emotional resonance and brand differentiation.
• Purpose and Consistency: Bodyform’s long-term commitment to breaking taboos has built trust and cultural leadership, even as the category becomes more competitive.
• Humor with Outrage: Combining humor and righteous anger can make difficult topics more approachable and powerful.
• Research as Creative Fuel: Deep, ongoing research uncovers truths that drive breakthrough creative.
• Inclusive Craft: Representing a wide range of experiences and using diverse creative techniques makes the work feel authentic and universal.

3. "Let There Be Cake" – KFC Thailand

What Happened

• Campaign: Let There Be Cake
• Brand: KFC Thailand
• Agency: Bananas (Johannesburg) in collaboration with Brains & Brawn (Bangkok)
• Production: Carbon Films / Ta Prod
• Award: Cannes Lions 2025 Gold (likely in Film/Direction)

Description:
To celebrate KFC Thailand’s 40th anniversary, the brand ditched nostalgia for a surreal, blockbuster-level spectacle: a film where everything in a man’s life—including his girlfriend, scooter, and even the city—turns to cake. As the world crumbles into sugary chaos, his only concern is whether his beloved fried chicken is still real KFC. The film is a high-energy, VFX-driven fever dream packed with Thai-style absurdist humor and escalating visual gags, making the anniversary impossible to ignore and reinforcing the brand’s irresistible appeal.

Why It Worked

• Cultural Relevance: Tapped into Thailand’s love for fast-paced, exaggerated, and visually wild humor.
• Spectacle and Craft: Blockbuster VFX, seamless CGI, and precise comedic timing created an unforgettable cinematic experience.
• Universal Insight: Exaggerated the idea that “when you love something, you want more” to an absurd extreme, making it fun and relatable.
• Brand Hero: The protagonist’s relentless quest for real KFC chicken mirrors the passion of Thai fans, turning the brand into the hero of its own story.
• Business Impact: Drove 2.6% growth in group-sharing meals, 99% reach, and over 5.1 million engagements, boosting both brand love and sales.

What We Can Learn

• Go Big for Milestones: Major anniversaries are opportunities for bold, culturally resonant work that stands out from typical nostalgia.
• Local Humor Wins: Leaning into local comedic sensibilities can make global brands feel truly native and loved.
• Spectacle Drives Shareability: Blockbuster visuals and escalating absurdity spark conversation and sharing.
• Simple Truth, Exaggerated: Start with a universal insight and push it to the extreme for maximum entertainment and memorability.
• Craft Matters: High production values and attention to detail elevate brand films into cultural moments.

4. "The Last Birthday" – Association Valentin Haüy

What Happened

• Campaign: The Last Birthday
• Brand/Client: Association Valentin Haüy (France’s leading association for the blind and visually impaired)
• Agency: Josiane (Paris)
• Production Company: Hiersoir
• Award: Cannes Lions 2025 Gold (Film/Advocacy)

Description:
In France, a little-known law denies disability support to people who lose their sight after the age of 60. "The Last Birthday" uses dark, provocative comedy to denounce this injustice. The film opens at a man’s 59th birthday party, filled with joy and laughter, until a phone call reveals the law: after 60, if you lose your sight, you are denied full disability rights and support. Panic ensues as guests scramble to lose their sight before the deadline—using absurd, slapstick methods. The film’s shocking humor and escalating chaos highlight the absurdity of the law and call for urgent legislative change, affecting over 2 million people in France12.

Why It Worked

• Provocative Storytelling: Blended dark humor with a real, urgent social issue, making the message unforgettable.
• Cultural Relevance: Tackled a uniquely French legal injustice, but with universal resonance about age, disability, and bureaucracy.
• Craft and Tone: High production values, sharp writing, and escalating absurdity kept viewers engaged while driving home the campaign’s point.
• Public Mobilization: The film’s shocking twist and call to action encouraged public debate and pressure on lawmakers.

What We Can Learn

• Humor as a Weapon: Even the darkest issues can be powerfully addressed with the right comedic approach, making them more accessible and shareable.
• Highlighting Absurdity: Exaggerating the real-world consequences of bad policy can cut through apathy and spark outrage.
• Narrative Escalation: Building tension and absurdity keeps audiences engaged and amplifies the emotional payoff.
• Advocacy Through Entertainment: Entertaining storytelling can drive real social change when paired with a clear call to action.

5. "Brian Cox Goes to College" – Uber One

What Happened

• Campaign: Brian Cox Goes to College
• Brand: Uber One (Uber Technologies Inc.)
• Agency: Special US / Los Angeles
• Production Company: O Positive / Los Angeles
• Award: Cannes Lions 2025 Gold (Short Form Video / Single)

Description:
To launch Uber One’s new student membership, Uber faced the challenge of speaking to a marketing-savvy Gen Z audience without resorting to cliché “fellow kids” tropes. Instead of a Gen Z influencer, the campaign stars 78-year-old actor Brian Cox (famous for playing Logan Roy in "Succession"), who enrolls as a college freshman just to take advantage of Uber One’s student perks. The spot follows Cox as a hilariously out-of-place, deadpan freshman, slurping smoothies, getting discounts, and generally showing little interest in actual college life—much to the confusion of his much younger roommate and classmates.

Why It Worked

• Unexpected Casting: Using Brian Cox, a world-weary, older celebrity, as the face of a student offer subverted expectations and injected irony.
• Relatable Insight: The deals were so good, even adults wished they could be students again—a truth that resonates with both students and older viewers.
• Humor and Tone: The campaign’s dry wit and fish-out-of-water scenarios made it memorable and highly shareable.
• Avoided Gen Z Clichés: Rather than pandering, the work respected the audience’s intelligence and sense of humor.
• Business Results: Students became the fastest-growing Uber One segment, with awareness rising 7% in the US and 15% in Canada, exceeding acquisition targets1.

What We Can Learn

• Subvert Category Tropes: Challenging expected casting and tone can cut through in crowded, youth-focused categories.
• Universal Truths Win: Even when targeting a niche, tapping into broader human desires (like wanting a good deal) creates cross-generational appeal.
• Celebrity as Story Engine: A well-cast celebrity can embody the campaign’s core insight and elevate the entire idea.
• Respect the Audience: Gen Z responds to wit, honesty, and originality—not pandering.

6. "Group Therapy" – AXA

What Happened

• Campaign: Group Therapy
• Brand: AXA (Global Insurance & Asset Management)
• Agency: VML (in partnership with Hartbeat, GroupM, and director Neil Berkeley)
• Award: Cannes Lions 2025 Gold (Entertainment/Branded Content)

Description:
"Group Therapy" is a groundbreaking 90-minute “docu-therapy” film, airing on Amazon Prime and co-produced by AXA and Hartbeat. Hosted by Neil Patrick Harris, the film brings together six leading stand-up comedians from around the world for an honest, unscripted group therapy session about mental health. The comedians share deeply personal stories, struggles, and coping mechanisms, blending humor with vulnerability. The project was inspired by AXA’s Mind Health report, which revealed that nearly a third of the global population faces mental health challenges, especially among younger generations. The film’s approach is to spark open, stigma-free conversations about mental health—using comedy as a bridge.

Why It Worked

• Real, Relatable Storytelling: By featuring real comedians and their authentic experiences, the film avoids feeling like an ad and instead becomes a genuine, moving conversation.
• Comedy as a Catalyst: Stand-up comedians are known for their honesty and vulnerability. Using humor to address mental health made the topic accessible, engaging, and less intimidating for viewers.
• Cultural Impact: The film generated 2.4 billion global impressions, drove over 2,000 new daily users to AXA’s Mind Health Self-Check platform, and was selected for major film festivals—demonstrating both social and business impact.
• Breaking Taboos: By normalizing conversations about mental health, the campaign helped shift public perception and positioned AXA as a leader in the mind health space.

What We Can Learn

• Leverage Entertainment for Purpose: Branded content that entertains and informs can drive both cultural relevance and business results.
• Authenticity Wins: Real people and unscripted moments connect more deeply than scripted campaigns.
• Humor Can Heal: Using comedy to tackle serious issues can break down barriers and encourage open dialogue.
• Data-Driven Creativity: Insights from research (like AXA’s Mind Health report) can inspire powerful, resonant creative work.
• Impact Beyond Advertising: When brands create content that stands on its own, they can influence culture and improve lives—not just brand metrics.

Outdoor

1."Claustrobars" – Stella Artois

What Happened

• Campaign: Claustrobars
• Brand: Stella Artois
• Agency: Grey London
• Medium: Out-of-Home (OOH) / Digital OOH (DOOH) / Print
• Photographer: Ale Burset
• Award: Cannes Lions 2025 Gold (Outdoor/Print)
• Video Availability: No official video is available; this is a photographic campaign.

Description:
"Claustrobars" is a witty, visually arresting OOH and DOOH campaign celebrating the “sacred first sip” of a Stella Artois. The campaign features hyper-detailed, crowded bar scenes—so packed and claustrophobic that the only thing that stands out is a single, untouched chalice of Stella Artois. The tagline “Worth it” underscores the idea that enduring the chaos of a busy bar is justified by the reward of that first sip.

Why It Worked

• Universal Insight: Everyone who enjoys a night out knows the anticipation and payoff of the first drink in a crowded bar.
• Visual Storytelling: The campaign uses dense, humorous photographic detail to dramatize the lengths people will go for that first sip, making the product the hero.
• Craft and Artistry: Shot by renowned photographer Ale Burset, each image is meticulously composed, inviting viewers to linger and discover small, relatable moments.
• Brand Distinction: The campaign reinforces Stella Artois’s premium positioning and ritual, standing out in a category often dominated by generic party scenes.

What We Can Learn

• OOH Can Tell Stories: Outdoor and print can be as narrative and immersive as film when executed with craft and wit.
• Celebrate Rituals: Focusing on small, meaningful rituals (like the first sip) can create emotional resonance and brand love.
• Visual Density Drives Engagement: Highly detailed visuals encourage people to stop, look closer, and share—especially in high-traffic environments.
• Simplicity and Focus: Making the product the clear focal point, even in a chaotic scene, keeps the brand message sharp and memorable.

2. "Protector of the Chalice" / "Missing Chalices" Campaign Analysis

What Happened

• Campaign Names: "Protector of the Chalice" / "Missing Chalices" / "Steal Artois"
• Brand: Stella Artois
• Agency: DAVID New York (Global), VML Chile (Latin America)
• Mediums: Print, Radio, TV/Film, Out-of-Home, Apparel Activation
• Year: 2024–2025

Description:
Stella Artois’ iconic chalice glass has become so desirable that it’s frequently “borrowed” (stolen) from bars worldwide. Instead of condemning this quirky consumer behavior, Stella Artois embraced it as a testament to the chalice’s allure and the brand’s premium status. The campaign features:

• Print and OOH: Humorous, artful images of the chalice as the star among ordinary glassware in domestic settings—proudly displayed, drying by the sink, or lovingly packed for a move.
• TV/Film: Spots that playfully dramatize the chalice as a prized household member, with scenes reminiscent of heist movies and family treasures.
• Radio: Heist-movie-inspired audio spots where friends plan elaborate “operations” to sneak chalices out of bars.
• Apparel Activation: In Latin America, Stella even created a line of clothing designed to help fans “steal” the chalice more easily, with a tongue-in-cheek nod to the phenomenon.
• Digital & Social: The campaign invited fans to share their own chalice stories, further fueling the conversation.

The tagline: "Unacceptable, yet understandable."

Why It Worked

• Cultural Truth: Acknowledged and celebrated a real consumer behavior, turning a potential negative (theft) into a brand-strengthening positive.
• Brand Asset Focus: Elevated the chalice from glassware to an object of desire, reinforcing Stella’s premium positioning.
• Humor and Relatability: Used wit, heist-movie tropes, and relatable domestic scenes to make the campaign memorable and shareable.
• Multi-Channel Integration: Combined print, film, radio, digital, and even fashion for maximum reach and engagement.
• Community Building: Invited consumers to become part of the story, fostering brand love and loyalty.

What We Can Learn

• Embrace Brand Quirks: Leaning into unique consumer behaviors can turn liabilities into beloved brand stories.
• Celebrate Iconic Assets: Making a brand’s signature element the hero can enhance distinctiveness and emotional connection.
• Humor Breaks Through: Playful, self-aware campaigns stand out in crowded categories and invite participation.
• Integrated Storytelling: Consistent creative across multiple touchpoints amplifies impact and memorability.
• Consumer Participation: Inviting fans to share their experiences deepens engagement and strengthens community.

 3."It Has to Be Heinz" – Heinz

What Happened

• Campaign: It Has to Be Heinz
• Brand: Heinz
• Agency: Wieden+Kennedy London (UK) / Wieden+Kennedy New York (Global)
• Award: Cannes Lions 2025 Gold (Outdoor/Integrated/Film)

Description:
Heinz’s “It Has to Be Heinz” campaign is a bold, multi-channel celebration of the brand’s iconic status and the irrational love people have for its products. In the UK, the campaign’s outdoor and print executions removed the Heinz logo entirely, relying on instantly recognizable food pairings—like a swirl of ketchup beside fries, a dollop of mayo with bread, or beans with toast—framed in the familiar Heinz label shape. The message: even without a logo, everyone knows it’s Heinz.
Globally, the campaign extended into film, TV, and digital with a series of vignettes inspired by true fan stories—Heinz tattoos, ketchup smuggled into restaurants, and even ketchup on sushi—showcasing the lengths to which fans will go for their favorite brand. The campaign ran across TV, online video, cinema, social, and OOH, unifying Heinz under one creative platform for the first time in its 150-year history.

Why It Worked

• Brand Distinctiveness: Proved Heinz’s visual and cultural equity is so strong, the product alone is enough for instant recognition—over 70% of consumers identified the brand without the logo.
• Emotional Truth: Tapped into real, sometimes irrational, consumer passion, turning fan behaviors (tattoos, sneaking ketchup) into the heart of the story.
• Bold Simplicity: The logo-free OOH/print work demonstrated creative bravery and confidence, inviting viewers to “complete the picture” in their minds.
• Multi-Channel Integration: Seamlessly connected outdoor, print, film, digital, and social, amplifying the campaign’s reach and impact.
• Business Impact: Reinforced Heinz’s leadership and drove conversation, with the campaign recognized as a masterclass in brand-building and creative risk-taking.

What We Can Learn

• Distinctive Assets Matter: Invest in and leverage your brand’s unique visual and emotional cues—sometimes you don’t need a logo to be recognized.
• Celebrate Your Fans: True stories and real behaviors make for the most compelling, relatable creative.
• Creative Bravery Pays Off: Taking calculated risks—like dropping the logo—can yield outsized attention and cultural impact.
• Unified Platforms Win: A global, insight-driven idea can work across every channel and market when rooted in genuine brand love.
• Simplicity Cuts Through: Simple, bold creative is often the most effective, especially in crowded media environments.

4. "Scratch & Sniff" – Lynx (Axe)

What Happened

• Campaign: Scratch & Sniff
• Brand: Lynx (Axe in some markets)
• Product: Lynx Lower Body Spray
• Agency: LOLA MullenLowe
• Award: Cannes Lions 2025 Gold (Outdoor/Experiential)

Description:
To launch Lynx’s new Lower Body Spray—a fragrance specifically designed for men’s intimate areas—the brand and LOLA MullenLowe created a cheeky, interactive OOH campaign. Billboards and magazine ads, styled like classic black-and-white underwear ads, featured models in tight boxer briefs. But the twist: the briefs were printed with microencapsulated, scented ink. Passersby were invited to “scratch and sniff” the groin area, releasing the actual fragrance and turning the most instinctive male gesture into a hands-on product demo. The campaign ran across London and in men’s magazines, sparking viral social media conversation and laughter.

Why It Worked

• Cultural Boldness: The campaign leaned into a universal, if taboo, male behavior—scratching and sniffing—making it instantly relatable and buzzworthy.
• Product Demo as Experience: The OOH and print ads functioned as live sampling tools, letting people experience the product in the real world, not just see it.
• Humor and Honesty: Lynx’s trademark irreverence and self-aware humor made the campaign memorable, shareable, and on-brand.
• Craft and Simplicity: The visual execution mimicked the familiar language of premium underwear ads, subverting expectations with a playful twist.
• Business Impact: The launch drove a 300% sales lift in the first week, with projections of 420,000 units sold in year one1.

What We Can Learn

• Turn Taboos into Talking Points: Addressing real behaviors with humor can transform awkwardness into brand love and viral conversation.
• Sampling Can Be Experiential: OOH and print can do more than inform—they can invite physical interaction and product trial.
• On-Brand Boldness: Staying true to a brand’s irreverent, playful DNA can cut through clutter and drive real results.
• Simplicity Wins: A single, provocative idea executed cleanly is more powerful than overcomplicated activations.

5. "Shades of Red" – Coca-Cola Mexico

What Happened

• Campaign: Shades of Red (Sombras de Rojo)
• Brand: Coca-Cola Mexico
• Agency: DAVID Miami / DAVID Madrid
• Award: Cannes Lions 2025 Gold (Outdoor/Integrated/Film)

Description:
"Shades of Red" is Coca-Cola’s heartfelt homage to the small neighborhood shops (tienditas) and their iconic red awnings ("toldos") that have been a symbol of community and Coca-Cola’s presence in Mexico for generations. The film, narrated in poetic Spanish, bids farewell to a beloved old awning, recounting its role as shelter, meeting place, and silent witness to everyday life. As Coca-Cola prepares to replace thousands of worn-out awnings across Mexico, the campaign honors the tradition, resilience, and warmth these spaces bring to local neighborhoods. The film ends with gratitude to the shopkeepers for giving “so much roof to our lives.”

Why It Worked

• Cultural Resonance: The campaign taps into a uniquely Mexican visual and emotional icon—the Coca-Cola red awning—instantly evoking nostalgia and community pride.
• Emotional Storytelling: The poetic narration and documentary-style visuals create a moving tribute to small business owners and neighborhood life.
• Brand as Community Partner: By replacing old awnings and celebrating shopkeepers, Coca-Cola demonstrates real, tangible support for the backbone of its business.
• Visual Distinctiveness: The campaign leverages the power of Coca-Cola’s signature red, making the work instantly recognizable even without overt branding.
• Integrated Impact: The effort spanned film, OOH, social, and on-the-ground action, uniting brand, community, and commerce.

 What We Can Learn

• Honor Local Icons: Celebrating everyday symbols that matter to communities can forge deep emotional connections.
• Purpose in Action: Real-world acts of support (like replacing awnings) amplify the authenticity and impact of brand storytelling.
• Visual Simplicity: Leveraging a single, powerful color or asset can make campaigns memorable and ownable.
• Narrative Depth: Poetic, documentary-style storytelling can elevate even the most humble subjects into cultural touchstones.
• Brand as Neighbor: Brands that show up for small businesses and local communities earn lasting goodwill and loyalty.

6. "Missed Birthdays" – CALM x ITV

What Happened

• Campaign: Missed Birthdays
• Brand/Client: CALM (Campaign Against Living Miserably) x ITV
• Agency: adam&eveDDB London
• Award: Cannes Lions 2025 Gold (Experiential/Film/Integrated)

Description:
"Missed Birthdays" is a powerful, multi-phase campaign confronting the tragic reality of youth suicide in the UK, where suicide is now the leading cause of death for those under 24. The campaign began with a striking experiential installation at Westfield London: 6,929 brightly colored birthday balloons, each representing a young person lost to suicide over the last decade, and the birthday they never reached. Visitors could scan QR codes to listen to voice messages from over 40 bereaved families, sharing memories and heartbreak.

The campaign was amplified with three days of ITV’s This Morning programming, national OOH, digital, and social activations. Four months later, the second phase launched a film centered on Evelyn, a teenager who died by suicide before her 16th birthday. Narrated by her mother, the film uses home videos and birthday celebrations to humanize the statistics, ending with the devastating truth that Evelyn never reached her 16th birthday. Every touchpoint directed viewers to CALM’s C.A.R.E. kit—an online resource to help adults have life-saving conversations with young people.

Why It Worked

• Emotional Trojan Horse: The campaign used the universal symbol of birthday balloons—joyful from afar, heartbreaking up close—to draw people in and then deliver a gut-punch message about youth suicide.
• Personalized Storytelling: Voice notes and the film’s narration by real families made the crisis deeply personal and impossible to ignore.
• Integrated Activation: Combined experiential, broadcast, OOH, digital, and social for maximum reach and cultural penetration.
• Actionable Purpose: Drove millions to CALM’s C.A.R.E. kit, equipping adults to support young people in crisis and sparking over 5 million life-saving conversations.
• National Conversation: The installation became the most talked-about topic on Reddit globally and led to a 314% increase in donations and a 700% jump in social engagement for CALM.

What We Can Learn

• Symbolism with Substance: Using familiar, celebratory symbols (balloons) for somber messages can break through public desensitization and spark reflection.
• Humanize the Data: Personal stories and voices transform statistics into urgent, relatable calls to action.
• Multi-Channel Impact: Coordinated, omnichannel campaigns can create a “firebreak moment” for social issues, reaching audiences wherever they are.
• Equip, Don’t Just Shock: Pairing emotional storytelling with practical tools (like the C.A.R.E. kit) empowers the public to act, not just feel.
• Sustained Advocacy: Ongoing, evolving campaigns (experiential, film, digital) maintain urgency and keep critical issues in the spotlight.

7. "Gulf of Mexico Bar" – Tecate

What Happened

• Campaign: Gulf of Mexico Bar (Bar Golfo de México)
• Brand: Tecate
• Product: Tecate Light with Salt from the Gulf of Mexico (limited edition)
• Agency: LePub Mexico City
• Award: Cannes Lions 2025 Gold (Outdoor/Experiential/Integrated)

Description:
Tecate and LePub Mexico City created the world’s first floating bar in the middle of the Gulf of Mexico to launch a special edition Tecate Light brewed with salt from the Gulf. The bar, called "Gulf of Mexico Bar," was positioned so it would appear as a digital landmark on geolocation platforms and maps. The campaign’s claim, “The Light that tastes like the Gulf of Mexico,” celebrates both the product’s unique ingredient and Mexico’s cultural heritage. The bar served as both a real-world installation—where visitors could enjoy the new beer—and a digital point of interest, amplifying the campaign’s reach through social media, influencer partnerships, and earned media.

The campaign also responded to a cultural debate about the possible renaming of the Gulf, reinforcing national pride and the beer’s authentic Mexican identity. The limited-edition beer became available at the floating bar and select stores in major Mexican cities.

Why It Worked

• Cultural Relevance: Tapped into a national conversation about the Gulf’s identity, using the bar as a symbol of Mexican pride and heritage.
• Physical & Digital Integration: The floating bar was both a physical experience and a digital landmark, blending real-world activation with online engagement.
• Product Innovation: The use of Gulf salt in the beer made the product genuinely unique and tied it directly to the campaign’s story.
• Earned Media & Virality: The boldness of the floating bar, combined with influencer and PR amplification, generated significant buzz and conversation.
• Brand Distinction: Reinforced Tecate’s position as a brand that celebrates and defends Mexican culture with creativity and originality.

What We Can Learn

• Create Landmarks, Not Just Ads: Transforming a campaign into a physical and digital landmark can make it a lasting part of culture and conversation.
• Tie Product to Place: Using local ingredients and stories can strengthen authenticity and emotional connection.
• Respond to Culture: Engaging with topical debates (like the Gulf’s name) can make a campaign timely, relevant, and newsworthy.
• Integrated Experiences Win: Blending experiential, digital, and earned media creates maximum impact and reach.
• Celebrate National Identity: Campaigns that tap into pride and heritage can unify and energize audiences.