Cannes Lions 2025 Gold Winner Analysis Part 2 (Print and Publication)

Cannes Lions 2025 Gold Winner Analysis Part 2
 

Print and Publication.
 

1. New Year's Unresolution" – Dove

What Happened

• Campaign: New Year's Unresolution
• Brand: Dove
• Agencies: Ogilvy Sydney & Ogilvy London
• Award: Cannes Lions 2025 Gold (Integrated/Film/PR)

Description:
Dove’s "New Year's Unresolution" campaign tackles the toxic cycle of New Year’s resolutions driven by body dissatisfaction—highlighting that 1 in 2 women set resolutions rooted in negative body image. The campaign film follows a woman through a year of pressures, diets, and self-criticism, culminating in the insight that many would give up a year of their life to achieve the “perfect” body. Dove invites women to reject unrealistic beauty standards by making a #NewYearsUnresolution: writing down a beauty ideal they feel pressured to conform to, tearing it up, and instead pledging to embrace something positive about themselves for 2025.

The campaign rolled out globally across YouTube, TikTok (with a branded effect), influencer partnerships, and high-visibility OOH (including a takeover of London’s Outernet building on New Year’s Eve and Day). It also launched Dove’s first-ever body confidence education tool for women as part of the Dove Self-Esteem Project.

Why It Worked

• Tackled a culturally relevant pain point—body image pressure during New Year’s resolutions—making the message timely and relatable.
• Used emotional storytelling and real statistics to highlight the consequences of toxic beauty ideals.
• Empowered women with a simple, symbolic action (tearing up negative resolutions), amplified by social media and influencer participation.

What We Can Learn

• Challenging harmful traditions can spark meaningful cultural conversations.
• Empowering participation through simple, shareable acts drives engagement and impact.
• Using data and real stories increases empathy and urgency for change.

2. Dove & Ogilvy’s “Real Beauty”

What Happened
Campaign: Real Beauty (Long-Term Brand Platform)
Brand: Dove
Agency: Ogilvy UK (with global Ogilvy network)
Award: Creative Strategy Grand Prix – Long-Term Brand Platform, Cannes Lions 2025

Summary:
On June 19, 2025, Dove and Ogilvy’s two-decade partnership was awarded the Creative Strategy Grand Prix for “Real Beauty,” recognized as the gold standard for long-term marketing effectiveness. Launched in 2004 after discovering only 2% of women considered themselves beautiful, “Real Beauty” transformed Dove from a declining soap brand into a $7.5 billion global power brand. Iconic campaigns include “Campaign for Real Beauty” (2004), “Evolution” (2006), “Real Beauty Sketches” (2013), “Reverse Selfie” (2020), “Courage is Beautiful” (2020), and “#TurnYourBack” (2023). The platform’s latest efforts, like the Dove Self-Esteem Project, have reached over 94 million children with resources for schools and parents, addressing toxic beauty standards and social media pressures.

Why It Worked

• Consistently addressed real insecurities and anxieties, making Dove a champion of self-esteem and inclusivity.
• Maintained unwavering purpose for over 20 years, adapting to new cultural and technological challenges.
• Demonstrated creative bravery by breaking beauty category norms and featuring real women.

What We Can Learn

• Purpose-driven platforms can deliver both cultural change and sustained business growth.
• Consistency, paired with adaptability, is key to enduring brand strategies.
• Brands that take risks and stand for something bigger than their products are rewarded by both consumers and juries.

3. Dove "Unready for Anything" – Campaign Overview

What Happened
Campaign: Unready for Anything
Brand: Dove
Agencies: Ogilvy UK, Ogilvy New York, Mindshare
Photographer: Sandro Miller
Medium: Out-of-Home (OOH), Print, Digital
Launch: New Year’s Eve 2025

Description:
Dove’s “Unready for Anything” campaign celebrates the ritual of cleansing after a lively night out. Sandro Miller’s majestic photography showcases the Dove Beauty Bar among celebration remnants—gold confetti, curling ribbon, Mardi Gras beads, carnival feathers—highlighting the joy and self-care of winding down. Launched globally on New Year’s Eve 2025, the campaign appeared in high-profile OOH placements and digital, emphasizing beauty in authentic, “unready” moments.

Why It Worked

• Captured a universally relatable ritual—getting “unready” after celebration—making the brand feel authentic and human.
• Used visually striking, logo-free imagery to focus on the product’s role in self-care.
• Promoted self-acceptance and the joy of real, unpolished moments.

What We Can Learn

• Celebrating everyday, unfiltered moments makes brands more relatable.
• Iconic products can tell stories without overt branding.
• Visual simplicity and craft can convey powerful emotion and narrative.

4. "Ink of Democracy" – The Times of India x Havas Creative India

What Happened

• Campaign: Ink of Democracy
• Brand: The Times of India (TOI) / The Economic Times
• Agency: Havas Creative India
• Partners: Election Commission of India, Times Power of Print (POP) initiative
• Award: Cannes Lions 2025 Gold, Print & Publishing (Corporate Purpose & Social Responsibility)

Description:
India, the world’s largest democracy, faces a persistent challenge: low voter turnout. In the 2019 general elections, nearly one-third of eligible voters did not cast their ballots, resulting in about 7,500 litres of unused purple indelible ink—the same ink used to mark voters’ fingers after they vote.

For the 2024 elections, TOI and The Economic Times, in partnership with the Election Commission of India, launched the "Ink of Democracy" campaign. Instead of printing in traditional black, select newspaper pages were printed in the same purple ink used for voting. Each purple page represented 132 missed voters, resulting in approximately 2.28 million purple pages across major cities. The striking visual was paired with a powerful message:
“Don’t waste a drop of electoral ink. Don’t waste the power of democracy.”

This initiative served as a wake-up call, reminding readers that every uncast vote is a lost opportunity for participation and change. The campaign was especially targeted at urban audiences, where voter apathy is highest. The result: a record-breaking 642 million voters turned up to cast their ballots in 2024, despite intense heat.

Why It Worked

• Used the symbolic power of purple voting ink to make voter apathy visible and urgent.
• Leveraged a uniquely Indian ritual, making the message instantly recognizable and emotionally resonant.
• Demonstrated the enduring impact of print media in a digital world.

What We Can Learn

• Everyday rituals can become powerful reminders for social change.
• Making invisible problems visible creates urgency and engagement.
• Traditional media, when used boldly, can still mobilize mass action.

5. "Plastic Blood" – OKA Biotech

What Happened

• Campaign: Plastic Blood
• Brand/Client: OKA Biotech (Brazil)
• Agency: DM9
• Award: Cannes Lions 2025 Gold (Press/Experiential/Health)

Description:
To make the invisible threat of microplastics in the human body shockingly tangible, OKA Biotech and DM9 extracted microplastics from 1,000 disposed blood bags. They then 3D-printed familiar plastic items—cups, bottles, straws—using the actual plastic found in human blood. These objects formed the core of a traveling exhibition, launched in São Paulo and touring 10 major Brazilian cities before being featured at the UN COP30 summit in Belém. Press kits containing the blood-derived plastic items and an educational book were sent to policymakers, reframing plastic pollution as a personal health crisis rather than just an environmental issue. The exhibition attracted over 3,000 visitors and sparked widespread media coverage and policy debate.

Why It Worked

• Made the global microplastics crisis personal by showing plastic extracted from human blood.
• Used 3D-printed objects as visceral, tangible proof of the problem.
• Combined public exhibitions with targeted advocacy to reach both citizens and policymakers.

What We Can Learn

• Turning abstract issues into physical, relatable artifacts drives awareness and action.
• Framing environmental problems as personal health threats can broaden support.
• Multi-channel advocacy increases both public awareness and policy impact.

Design

1. Apple AirPods Pro 2 "Heartstrings" Campaign Overview

What Happened

Campaign: Heartstrings (Holiday Ad)
Brand: Apple
Product: AirPods Pro 2 (with Hearing Aid feature)
Release: November 2024
Award Consideration: Widely praised for creativity, accessibility, and emotional storytelling.

Description:
Apple’s “Heartstrings” holiday ad showcases the AirPods Pro 2’s Hearing Aid feature through a touching family story. The nearly two-minute film follows a father experiencing hearing loss, encouraged by his wife to use AirPods Pro 2 as hearing aids. The emotional climax occurs when he hears his daughter play guitar—a Christmas gift moment—made possible by the personalized hearing profile and amplification of the AirPods Pro 2. The ad highlights how technology fosters family connection and reduces the stigma of hearing aids by presenting them as cool, familiar devices rather than medical ones.

Why It Worked

• Emotional storytelling showed the real-life benefit of accessible hearing technology.
• Destigmatized hearing aids by embedding the feature in a popular, mainstream product.
• Highlighted Apple’s innovation and commitment to accessibility.

What We Can Learn

• Addressing real human problems with technology creates both cultural and business impact.
• Mainstreaming accessibility features changes perceptions and encourages adoption.
• Universal family moments make even advanced tech personally relatable.

How the Hearing Aid Feature Works

• Personalized Hearing Test: Users take a clinically validated test via iPhone and AirPods Pro 2, generating a custom sound profile.
• Real-Time Amplification: AirPods Pro 2 amplify sounds based on the user’s profile, aiding conversations, music, and environmental sounds.
• Loud Sound Reduction: Protects users from harmful environmental noise.
• Media Assist: Enhances clarity for media and calls.
• Privacy and Control: Test data is securely stored in the Health app and can be shared with healthcare providers.

2."Ghost Town" – CarrefourSA

What Happened

• Campaign: Ghost Town
• Brand: CarrefourSA (Turkey)
• Agency: TBWA\Istanbul
• Award: Cannes Lions 2025 Gold (Design Lions, Outdoor/Experiential) 1
• Instagram Reel: 42courses campaign reel

Description:
CarrefourSA, a leading Turkish supermarket chain, confronted the urgent issue of “ghost nets”—abandoned fishing nets that devastate marine life and threaten the livelihoods of coastal fishing communities. To dramatize the invisible threat, TBWA\Istanbul transformed the coastal town of Ocaklar into a literal “ghost town.” Overnight, ghost nets recovered from the sea were draped over streets, houses, and public spaces, creating a haunting, abandoned look. The installation served as a powerful visual warning: if ghost nets continue to destroy marine life, fishing towns themselves will disappear.
The activation was supported by an educational program for local fishermen and online training sessions, promoting sustainable fishing practices and raising national awareness about the long-term harm caused by ghost nets.

Why It Worked

• Used a powerful visual metaphor (ghost nets over a town) to dramatize an invisible environmental threat.
• Directly involved the local community, fostering ownership and responsibility.
• Combined physical installation with ongoing education for lasting impact.

What We Can Learn

• Making hidden crises visible can break through public apathy and drive action.
• Grassroots engagement, paired with bold creative, can scale to national movements.
• Memorable visuals are powerful tools for advocacy and awareness.

3."Spreadbeats" – Spotify

What Happened

• Campaign: Spreadbeats
• Brand: Spotify
• Agency: FCB New York
• Award: D&AD Awards 2025 Shortlist, Cannes Lions Gold (Digital Craft/Direct/Creative B2B)

Description:
"Spreadbeats" is the world’s first music video coded and experienced entirely within a media plan spreadsheet. Spotify and FCB New York wanted to show media planners that Spotify is more than just an audio platform—it’s a multi-format, visual brand. The team created a stunning animated music video using only built-in Excel tools (ASCII, Unicode, graphs, conditional formatting) and embedded it in the actual spreadsheets Spotify sends to media agencies. The story follows a single cell, E7, as it evolves into a colorful 3D character, symbolizing creativity emerging from data. The soundtrack is by DJ John Summit, and the project used vintage digital compression and visualization techniques to push the limits of what’s possible in a spreadsheet.

Why It Worked

• Turned a mundane tool (the spreadsheet) into a surprising, dynamic art experience for media planners.
• Embedded the music video natively in the spreadsheet, making the experience personal and memorable.
• Used the journey of a spreadsheet cell as a metaphor for creativity emerging from data.

What We Can Learn

• Creativity can thrive in unexpected places and tools.
• Meeting your audience where they work makes the message more relevant and engaging.
• Technical innovation can be a core part of the creative idea, not just execution.

Digital Craft

1."Tree Correspondents" – Hyundai

What Happened

• Campaign: Tree Correspondents
• Brand: Hyundai (IONIQ Forest Project)
• Agency: FCB New York
• Awards: Two Gold Lions and one Silver Lion, Digital Craft (Cannes Lions 2025) 

Description:
For the 10th anniversary of Hyundai’s IONIQ Forest—a global CSR initiative planting a million trees across 13 regions—Hyundai and FCB New York wanted to make forest conservation more urgent and relevant to the public and the press. Instead of a standard tree-planting campaign, they created “Tree Correspondents”: an AI-powered platform that lets real trees become environmental reporters.

Sensors were installed on trees in IONIQ Forests worldwide, measuring soil moisture, mineral density, and leaf evaporation. This data was processed with a proprietary AI language system to generate real-time, location-specific environmental stories—written from the perspective of the trees themselves. Journalists and media outlets received these “tree-written” articles, making trees credible, first-person sources for stories on climate, biodiversity, and conservation. The campaign aimed to increase press coverage of deforestation and shift public perception by giving nature its own voice in the news cycle.

Why It Worked

• Made trees active storytellers using AI, turning them into credible environmental reporters.
• Leveraged real-time data and AI language to create compelling, human-readable stories.
• Provided journalists with unique, ready-to-publish content, increasing press coverage on climate issues.

What We Can Learn

• Giving nature or data a “voice” can make big issues personal and urgent.
• AI-driven storytelling can bridge the gap between raw data and public engagement.
• Supplying the press with credible, unique content amplifies purpose-driven campaigns.

Film Craft

1."Together for Christmas" – Telstra

What Happened

• Campaign: Together for Christmas (Little Donkey)
• Brand: Telstra
• Agencies: Bear Meets Eagle On Fire, +61
• Director: Steve Rogers (via Revolver)
• Award: Cannes Lions 2025 Gold (Film/Integrated)

Description:
Telstra’s “Together for Christmas” is the latest chapter in its “Wherever We Go” brand platform. The heartwarming film tells the story of Little Donkey, an accidental singing sensation who is swept up in global stardom. Despite his whirlwind journey and newfound fame, Little Donkey ultimately realizes that what matters most is being with family for Christmas. The campaign avoids typical holiday clichés, opting instead for a whimsical, musical narrative that blends humor and emotion. The story is supported by festive retail activations, including Black Friday and Christmas sales, positioning Telstra as the go-to destination for holiday gifting and family connection.

Why It Worked

• Focused on the universal longing for family togetherness during the holidays.
• Used a unique, whimsical character (Little Donkey) to refresh holiday storytelling.
• Integrated the campaign across film, retail, and digital for maximum impact.

What We Can Learn

• Reinventing familiar themes with fresh stories can break through holiday clutter.
• Universal emotions like connection and belonging create lasting brand affinity.
• Integrating storytelling across all touchpoints amplifies both emotional and commercial impact.

2. A Tale As Old As Websites" – Squarespace

What Happened

• Campaign: A Tale As Old As Websites
• Brand: Squarespace
• Agencies/Production: Squarespace In-House, Biscuit Filmworks, Revolver/Sydney, Bodacious/Dublin
• Director: Steve Rogers
• Star: Barry Keoghan
• Award: Cannes Lions 2025 Gold (Film/TV, VOD & Online 61-90 Seconds)

Description:
For its 11th Super Bowl campaign, Squarespace imagined a whimsical, timeless origin story set in rural Ireland, where websites are delivered door-to-door like newspapers by the charismatic Barry Keoghan. The film blends poetic grace with dry humor, drawing inspiration from James Joyce and Monty Python. Keoghan’s character spreads the “good word of websites” across the land, helping everyone from farmers to seamstresses realize their entrepreneurial dreams online. The campaign’s centerpiece was the Super Bowl spot, supported by extended shorts, a comedic film featuring Keoghan and his donkey Mosley, movie posters, and a storybook—all celebrating Squarespace’s enduring impact on the evolution of the internet and entrepreneurship.

Why It Worked

• Used timeless, cinematic storytelling to humorously exaggerate the brand’s legacy.
• Star power (Barry Keoghan) and high production values made the ad feel like a real film.
• Combined poetic narration and visual gags for charm and memorability.

What We Can Learn

• Playfully reimagining brand heritage can build credibility and affection.
• Treating ads as cinema—with real narrative and craft—breaks through media clutter.
• Empowering, universal messages resonate strongly with broad audiences.

3."Tailor Swif" – A$AP Rocky

What Happened

• Song/Video: "Tailor Swif"
• Artist: A$AP Rocky
• Directors: Vania Heymann & Gal Muggia
• Production Company: Iconoclast
• Release Date: August 30, 2024
• Album: Don’t Be Dumb (upcoming)
• Award Recognition:  Cannes Lions 2025 Gold (Direction) 

Description:
"Tailor Swif" is a surreal, visually inventive music video set in Kyiv, Ukraine, featuring a rapid-fire sequence of meme-inspired, absurdist, and cinematic vignettes. The video opens with a dog driving a car, a naked man sprawled across a moving vehicle, and Bigfoot—all within the first 30 seconds. Throughout, A$AP Rocky moves through a world populated by eccentric characters: an old woman with a wig made of cigarettes, a towering archer, and scenes that morph from bathrooms to city streets in dreamlike fashion. The video is packed with blink-and-you-miss-it visual gags, digital effects, and fashion-forward styling, all underscored by Rocky’s playful, swaggering lyrics.

Despite the title, the song and video have nothing to do with Taylor Swift; instead, the name is a clever play on words, reflecting Rocky’s penchant for fashion and wit. The video’s wild, meme-ready imagery and avant-garde direction are designed to captivate a digitally savvy audience and challenge traditional music video aesthetics.

Why It Worked

• Surreal, absurdist visuals kept viewers engaged and rewarded repeat viewings.
• The video’s meme fluency made it highly shareable and culturally relevant.
• High-end fashion and art direction reinforced Rocky’s status as a creative innovator.

What We Can Learn

• Surreal, unexpected visuals can become cultural talking points.
• Blending high fashion and internet culture broadens appeal and relevance.
• Sometimes mood, style, and energy are more memorable than linear plots.

4."GUAO GUAO" – Desperados

What Happened

• Campaign: GUAO GUAO
• Brand: Desperados (Heineken Group)
• Agency: LePub Milan
• Award: Cannes Lions 2025 Gold Lion (Film Craft – Casting), Silver Lion (Film Craft – Original Music)

Description:
Desperados’ "GUAO GUAO" campaign is a vibrant, music-driven celebration of the “Latin vibe” that defines the brand’s identity. Rather than simply explaining what a Latin vibe is, the campaign makes audiences feel it—immediately, viscerally, and irresistibly. LePub Milan partnered with Grammy-winning Colombian producer Ovy on the Drums and breakout Venezuelan rapper Micro TDH to create and release an original reggaeton track, "GUAO GUAO." The campaign’s centerpiece is a high-energy music video that fuses heat, swag, passion, and style, inviting viewers to stop chilling and start vibing from the first beat.

The film’s casting, choreography, and direction immerse viewers in a world of movement and rhythm, visually translating the magnetic pull of Latin music and nightlife. The work doesn’t just promote the beer; it embodies the party-first, boundary-pushing personality of Desperados.

Why It Worked

• Created an immersive, music-driven experience that made viewers feel the brand’s energy.
• Collaborated with real Latin music stars, authentically tapping into global music culture.
• Exceptional craft in casting, choreography, and music production.

What We Can Learn

• Immersive, sensory experiences are more persuasive than traditional ads.
• Authentic partnerships with creators unlock new audiences and credibility.
• Investing in music and craft elevates campaigns and earns recognition.

5.Renault Argentina – "Colapinto / Esprit Alpine" Campaign

1. The Hidden Eye Test" – 1001 Optometry x VML

(Agency: Publicis Conseil, 2025)

What Happened

• Campaign: Renault Esprit Alpine – "Colapinto"
• Brand: Renault Argentina
• Agency: Publicis Conseil
• Film Link: 

• Launch: May 2025, broadcast on TV, cinema, and social in Argentina
• Ambassador: Franco Colapinto, BWT Alpine F1 Team driver
• Award: Cannes Lions 2025 Gold Lion (Film Craft )

Description:
Renault’s "Colapinto" campaign celebrates the launch of the Renault Arkana E-Tech hybrid and the new Koleos E-Tech full hybrid, both in the exclusive esprit Alpine version, in Argentina. The campaign leverages the star power of Franco Colapinto, Argentina’s rising Formula 1 talent, newly named as the Esprit Alpine ambassador for Latin America.
The film is a saga rooted in local culture and motorsport passion: it follows groups of fans, families, and even a soda factory named "Cola Pinto," all swept up in Colapinto fever as he prepares for his first F1 race weekend with Alpine. The story culminates with Colapinto arriving at the racetrack in the new Koleos E-Tech esprit Alpine, symbolizing the fusion of French performance, design, and Argentinian pride.

Why It Worked

• Used a local hero (Franco Colapinto) to bridge Renault’s global brand with Argentinian pride.
• Showcased everyday Argentinian life, making the brand relatable and aspirational.
• Reinforced Renault’s motorsport heritage and modernity through storytelling.

What We Can Learn

• Authentic celebrity partnerships deepen brand impact and relevance.
• Local storytelling makes global brands beloved in any market.
• Motorsport heritage can drive excitement and credibility for automotive brands.

Industry Craft

What Happened

• Campaign: The Hidden Eye Test
• Brand: 1001 Optometry
• Agency: VML (in collaboration with AI artist Prospex Park)
• Award: Cannes Lions 2025 Gold Lion (outdoor)
• Image/Video Link: Instagram Reel – The Hidden Eye Test

Description:
Australians often delay or avoid eye tests, with 26% not having had one in two years and 13% never having seen an optometrist, despite nearly half facing potential eye health issues. To break through this apathy, 1001 Optometry and VML, with AI artist Prospex Park, created "The Hidden Eye Test": an interactive, world-first outdoor campaign that used AI to craft billboards and visuals containing hidden messages only visible to people with certain vision conditions (such as near-sightedness, far-sightedness, cataracts, and even early diabetes indicators).

If a passerby could see words like “eye test” or “eyecare” in the artwork, it was a subtle but urgent cue that they might need a professional eye exam. The campaign ran across billboards, social, and retail, turning daily commutes into interactive vision checks and prompting thousands to take action.

Why It Worked

• Made the invisible risk of vision problems personal and urgent through interactive visuals.
• Used AI to create billboards that doubled as diagnostic tools.
• Multi-channel approach sparked conversation and drove real health outcomes.

What We Can Learn

• Personal, interactive experiences drive preventive health action.
• AI and design can transform traditional advertising into life-improving tools.
• Everyday spaces can become powerful health intervention points.

2."No Labels" – Nikka Whisky

What Happened

• Campaign: No Labels
• Brand: Nikka Whisky
• Agency: Dentsu Inc. Tokyo
• Award: Cannes Lions 2025 Gold Lion, Industry Craft category

Description:
Nikka Whisky’s "No Labels" campaign removed all labels—both literal and metaphorical—from its bottles and its brand communications. The creative strategy was rooted in the founder’s belief that whisky is more than a drink; it’s a spirit that inspires joy and connection. The campaign featured striking photography and visual storytelling using silhouettes, conveying a message of inclusivity and emotional resonance.
Supporting assets included print and out-of-home ads, a brand book, promotional items, videos, and even the concept for a flagship bar and shop in Tokyo. The campaign’s visual identity centered on the absence of labels, inviting all consumers to enjoy Nikka Whisky without prejudice or preconception.

Why It Worked

• Stripped away all labels to make a bold statement about inclusivity and openness.
• Used silhouettes and minimalism to evoke emotional resonance and invite personal interpretation.
• Consistent execution across print, OOH, and retail created an immersive brand experience.

What We Can Learn

• Removing rather than adding can be the boldest creative move.
• Minimalist design, rooted in strategy, creates emotional impact.
• Challenging conventions and inviting inclusivity drives cultural conversation and brand love.

3."Project 4270" – Banco de Chile

What Happened

• Campaign: Project 4270
• Brand: Banco de Chile
• Agency: BBDO Chile, Santiago
• Production Company: Alaska Films
• Country: Chile
• Category: Institutional/Brand
• Release Date: June 18, 2025
• Award: Cannes Lions 2025 Gold Lion, Industry Craft category
• Video Link: Instagram Reel – Project 4270

Description:
"Project 4270" is an institutional campaign for Banco de Chile, created by BBDO Chile and produced by Alaska Films. While specific plot details are not provided in the available sources, the campaign is positioned as a major brand statement, likely focusing on Banco de Chile’s commitment to innovation, progress, or societal impact, given the high-profile production and institutional category. The campaign was released in June 2025 and is featured prominently on Latin American advertising platforms.

Why It Worked

• Reinforced Banco de Chile’s role as a leader, building trust and emotional connection.
• High production value and cinematic storytelling elevated the brand.
• Timely, culturally resonant messaging amplified the campaign’s impact.

What We Can Learn

• Institutional campaigns can strengthen reputation and public trust.
• Investing in production and agency partnerships elevates perception.
• Aligning messaging with societal moments amplifies brand impact.

4."Winning Isn't Comfortable" – Nike Running

What Happened

• Campaign: Winning Isn't Comfortable
• Brand: Nike Running
• Agency: Wieden+Kennedy Portland
• Production Company: Iconoclast
• Award: Cannes Lions 2025 Gold Lion, Industry Craft category
• Video Link: 

Description:
Nike Running’s "Winning Isn’t Comfortable" campaign takes a radically honest approach to the sport, acknowledging the love-hate relationship runners have with running. Instead of selling the fantasy of effortless movement, Nike chose to tell the truth: running is hard, uncomfortable, and sometimes you kind of hate it—but that’s exactly what makes it worthwhile. The campaign launched with four films—“Sunshine,” “Morning,” “Joy,” and “Stairs”—each highlighting a different discomfort and reality of running, from the pain of marathon recovery to the struggle of early-morning training.

Why It Worked

• Used radical honesty to break category norms, resonating with real runners.
• Focused on relatable truths and discomfort, making Nike feel authentic and credible.
• Captured the emotional and physical realities of running, reinforcing brand leadership.

What We Can Learn

• Addressing uncomfortable truths builds trust and loyalty.
• Reflecting genuine consumer experiences drives sharing and embrace.
• Leading with honesty and emotional resonance delivers both brand love and business results.