Cannes Lions 2025 Gold Winner Analysis Part 6 (Entertainment)

Cannes Lions 2025 Gold Winner Analysis Part 6 (Entertainment)

1.L’Oréal Paris "The Final Copy of Ilon Specht" – Cannes Lions 2025 Grand Prix in Film

1. What Happened

Brand: L’Oréal Paris
Agency: McCann Paris, McCann Worldgroup
Campaign: "The Final Copy of Ilon Specht"
L’Oréal Paris and McCann collaborated with Oscar-winning director Ben Proudfoot to create a moving 17–18 minute documentary, "The Final Copy of Ilon Specht." The film tells the story of Ilon Specht, the 23-year-old copywriter who wrote L’Oréal’s iconic “Because I’m Worth It” slogan in 1971—a phrase that became a rallying cry for female empowerment. Blending archival footage, interviews (including with Specht and her stepdaughter), and intimate storytelling, the documentary reveals the feminist origins of the slogan and its impact on both advertising and culture. The film premiered at Tribeca X and launched globally on International Women’s Day 2025 across AMC+, Prime Video, and TED’s YouTube channel, reaffirming L’Oréal’s commitment to authentic empowerment.

Watch the case film:
YouTube – The Final Copy of Ilon Specht (case study)

2. Why It Worked

• Authentic Storytelling & Brand Heritage: By spotlighting the real woman behind the slogan, the film reconnected L’Oréal’s brand promise to genuine feminist values, not just marketing.
• Cultural & Emotional Resonance: The documentary format allowed for a nuanced, emotional exploration of gender, creativity, and self-worth, resonating with audiences and critics alike.
• High-Quality Craft & Distribution: Directed by a two-time Oscar winner and released globally on major platforms, the film set a new standard for branded content, elevating both the brand and the documentary genre.

3. What We Can Learn

• Embrace Brand Origins: Revisiting and honoring the true stories behind iconic brand assets can deepen authenticity and cultural relevance.
• Invest in Craft & Substance: High-quality, cinematic storytelling—especially when rooted in real people and purpose—can drive both brand equity and cultural impact.
• Purpose-Driven Content Wins: Cannes juries and audiences increasingly reward work that is meaningful, socially relevant, and emotionally powerful, not just promotional.

Awards

• Cannes Lions 2025:
  • Grand Prix – Film
• Other Honors:
  • Multiple festival awards (Tribeca X, HollyShorts, Chelsea, Lunenburg, Hot Springs)
  • Director’s Award at BrandStorytelling 2025

2.Dungeons & Dragons "The Lost Episode" – Ogilvy Brazil

Awards: Cannes Lions 2025 Gold (Influencer & Co-Creation)

Video Link: Link for the trailer

1. What Happened

Brand: Dungeons & Dragons (Hasbro)
Agency: Ogilvy Brazil
To celebrate the 50th anniversary of Dungeons & Dragons, Ogilvy Brazil partnered with Hasbro to create "The Lost Episode," a nostalgic campaign designed to delight fans of the beloved Brazilian animated series "Caverna do Dragão" (Dungeons & Dragons). For decades, fans have yearned for an official conclusion to the series, which never aired its final episode. The campaign delivered this long-awaited outcome by collaborating with the pop culture platform Jovem Nerd to script and produce "The Lost Episode" using stop-motion animation and official Hasbro dolls. The result was a modernized, twist-filled narrative that honored the original while introducing it to a new generation.

2. Why It Worked

• Cultural Relevance & Nostalgia: The campaign tapped into a powerful, decades-long fan desire for closure, making it a major cultural event for Brazilian audiences.
• Innovative Storytelling: By using stop-motion animation and official merchandise, the campaign blended nostalgia with fresh creative execution, appealing to both longtime fans and new audiences.
• Brand & Community Connection: Collaborating with Jovem Nerd and leveraging fan culture, the campaign fostered deep engagement and positioned Hasbro as a brand that listens and responds to its community.

3. What We Can Learn

• Honor Fan Passions: Addressing unresolved fan desires can create powerful brand affinity and cultural buzz.
• Blend Old and New: Updating classic stories with modern techniques and platforms can expand relevance across generations.
• Leverage Partnerships: Working with influential fan communities and creators amplifies reach and authenticity.

3.Tide "Collateral Stain Stories" – Cannes Lions 2024 Entertainment Winner

1. What Happened

Brand: Tide (Procter & Gamble)
Agency: Saatchi & Saatchi New York
Campaign: "Collateral Stain Stories"
To launch Tide Ultra Oxi Boost Power PODS, Tide partnered with Marvel Studios but flipped the script: instead of focusing on superheroes, the campaign spotlighted the background extras in Marvel movies—the everyday people who end up covered in stains from superhero chaos. Tide created a series of "Collateral Stain Stories," featuring real extras as campaign stars, sharing how they dealt with the messes left behind by superheroes. The campaign included short films, limited-edition action figures of "guac stain journalists" and "ketchup stain business guys," and even sent these extras to movie premieres. Outdoor, influencer, and digital activations turned these unsung characters into the faces of Tide’s most powerful cleaning product.

Watch the case film:
YouTube – Tide Collateral Stain Stories Case Study

2. Why It Worked

• Cultural Relevance & Humor: By focusing on the "collateral damage" of superhero battles, Tide tapped into the Marvel universe’s massive fanbase with a fresh, funny angle that everyone could relate to—even if you’re not a superhero.
• Innovative Storytelling: Turning background extras into campaign stars, complete with their own action figures and red-carpet moments, made the campaign both unexpected and highly shareable.
• Product Demonstration: The campaign cleverly proved Tide’s cleaning power by showing it could handle the toughest, most epic stains—even those from Marvel’s wildest action scenes.

3. What We Can Learn

• Flip the Script: Sometimes the most powerful stories come from overlooked perspectives—celebrating the “side characters” can make a brand stand out.
• Entertainment as Brand Platform: Integrating brand messaging into entertainment content (not just ads) creates deeper engagement and cultural resonance.
• Show, Don’t Tell: Demonstrating product benefits through creative storytelling and real-life scenarios is more memorable than traditional claims.

Awards

• Cannes Lions 2024:
  • Silver Lion – Entertainment
  • Bronze Lion – Additional categories for innovation and branded content

Entertainment Lions for Gaming

1.Burger King "Burger to King" – Cannes Lions 2025 Gold Winner (Entertainment)

1. What Happened

Brand: Burger King
Campaign: "Burger to King"
Execution: To connect with football (soccer) fans and gamers, Burger King launched a campaign inside the popular football video game EA Sports FC (formerly FIFA). The brand challenged players to score a goal using two real-life footballers: Joshua King and Katherine Burger—both of whom exist in the game. If players scored a goal with "Burger" assisting "King" (or vice versa), they could share a clip on social media and receive a free Whopper in real life. The campaign was amplified with humorous content, influencer partnerships, and in-game prompts, turning a quirky in-game feat into a viral, real-world reward.

Video Link:
Watch the "Burger to King" case film

2. Why It Worked

• Cultural & Platform Relevance: The campaign merged football fandom, gaming culture, and Burger King's brand in a way that felt organic and playful to both communities.
• Media & Channel Innovation: By leveraging in-game mechanics and rewarding real-world behavior, Burger King bridged the digital and physical worlds, driving both social buzz and foot traffic.
• User-Generated Content & Virality: The challenge was easy to attempt, fun to share, and instantly memeable, resulting in a flood of social posts and earned media.

3. What We Can Learn

• Meet Audiences Where They Play: Brands that embed themselves authentically in gaming and digital culture can unlock new engagement and loyalty.
• Turn Digital Actions into Real Rewards: Bridging online achievements with tangible, offline benefits creates memorable, shareable experiences.
• Simplicity Drives Participation: A clear, quirky challenge with an instant reward can turn even a niche mechanic into a mass movement.

Awards

• Cannes Lions 2025:
  • Gold Lion – Entertainment Lions

Entertainment Lions for Music

1.adidas "Hey Jude" – Cannes Lions 2025 Gold Winner (Entertainment Lions for Music)

1. What Happened

Brand: adidas
Agency: Johannes Leonardo
Campaign: "Hey Jude"
To celebrate Arsenal’s return to the UEFA Champions League, adidas and Johannes Leonardo launched the "Hey Jude" campaign—a stirring film and integrated activation built around The Beatles’ iconic anthem, which is famously sung by Arsenal fans. The campaign film features Arsenal supporters, football legends (including Jude Bellingham, David Beckham, Frank Lampard, Ian Wright), and Londoners singing "Hey Jude" in unison, blending match-day emotion with city pride. The creative ran across TV, digital, social, and in-stadium, uniting fans and players in a powerful rallying cry for the club’s new era.

Watch the campaign film:
YouTube – adidas | Hey Jude1

2. Why It Worked

• Cultural & Emotional Resonance: The campaign tapped into the deep connection between music, football, and community, using a universally loved anthem to unite and inspire.
• Iconic Storytelling: "Hey Jude" is both a football chant and a pop culture classic, making the campaign instantly recognizable and emotionally charged.
• Integrated, Multi-Channel Execution: The campaign spanned broadcast, digital, social, and live experiences, maximizing reach and engagement among Arsenal fans and the wider football community.
• Star Power: Featuring football icons and authentic fan moments, the film bridged generations and built credibility.

3. What We Can Learn

• Harness Shared Rituals: Leveraging existing cultural rituals—like football chants—can make a campaign instantly powerful and relatable.
• Music as a Universal Connector: Iconic music amplifies emotional impact and memorability in brand storytelling.
• Holistic Brand Experience: Immersive, multi-channel campaigns create cultural moments that extend far beyond traditional advertising.

Awards

• Cannes Lions 2025:
  • Gold Lion – Entertainment Lions for Music (2025)

2.Lady Gaga x Mastercard "Abracadabra" Fan Edit: Dancing With the Little Monsters

What Happened

In early 2025, Mastercard partnered with Lady Gaga to launch an interactive, fan-powered campaign around her single "Abracadabra" from the album MAYHEM. Premiering during the 2025 Grammy Awards, the official music video—co-directed by Gaga and Bethany Vargas with choreography by Parris Goebel—explored the duality of Gaga’s persona through a high-energy visual narrative. The campaign’s centerpiece was a contest inviting fans (Gaga’s “Little Monsters”) to recreate choreography from the video and share their entries on TikTok and Instagram using #MastercardGagaContest. Fifteen winners were featured in a special "Fan Edit" of the music video and received an exclusive invitation to Gaga’s "Club Mayhem" dance party, including travel and a cash prize. Mastercard amplified the campaign with behind-the-scenes content and exclusive artist insights, deepening fan engagement and celebrating the passion of Gaga’s global community123.

Why It Worked

1. Fan Empowerment and Participation:
   By putting fans at the heart of the campaign and music video, Mastercard and Gaga created a sense of ownership, excitement, and inclusivity that resonated deeply with her audience23.
2. Cultural Timing and Platform Savvy:
   Launching during the Grammy Awards and leveraging TikTok/Instagram for entries maximized cultural relevance and reach, tapping into the zeitgeist of music, dance, and social sharing23.
3. Brand and Artist Synergy:
   The collaboration authentically linked Mastercard’s “Priceless” positioning with Gaga’s ethos of self-expression and community, driving brand love and cultural impact beyond traditional advertising23.

What We Can Learn

1. Let Fans Co-Create the Brand Story:
   Inviting audiences to participate in the creative process builds deeper emotional connections and creates content that feels genuinely owned by the community.
2. Meet Audiences Where They Play:
   Leveraging popular social platforms and major cultural moments amplifies engagement and ensures campaigns are part of the cultural conversation.
3. Align Brand Purpose With Cultural Icons:
   Purposeful collaborations with artists who embody your brand values can elevate both brand and cultural relevance, creating win-win outcomes for all partners.

Awards & Video

• Cannes Lions 2025: Gold, Entertainment Lions for Music4
• Official Case Study/Fan Edit Video:
  Watch on YouTube

Entertainment Lions for Sports

1.KYIKATEJÊ: Football, Identity, and the Rise of Brazil’s First Pro Indigenous Team

What Happened

The "KYIKATEJÊ" campaign, created by Area 23 (an IPG Health Company) for the Gavião Kyikatejê Football Club, spotlighted Brazil’s first and only professional Indigenous football team. The campaign was launched after a prominent Brazilian coach used “a team of Indians” as a slur to describe a disorganized squad. In response, Area 23 produced a powerful short film and PR campaign that reframed the narrative: instead of a slur, “a team of Indians” became a symbol of pride, resilience, and cultural identity. The campaign told the story of the Gavião Kyikatejê’s struggle for recognition, sponsorship, and respect—highlighting their journey from being overlooked and underfunded to securing R$500,000 a year in sponsorships and gaining national attention. The work combined emotive storytelling, real team voices, and authentic football culture to drive both awareness and tangible change.

Why It Worked

1. Cultural Relevance and Social Impact:
   The campaign transformed a moment of prejudice into a platform for Indigenous empowerment, using football’s massive influence in Brazil to challenge stereotypes and spark national conversation.
2. Authentic Storytelling:
   By centering the real experiences and voices of the Gavião Kyikatejê players, the campaign created a genuine emotional connection with audiences and humanized an often-overlooked community.
3. Tangible Results:
   The campaign didn’t just raise awareness—it delivered real-world impact by securing significant sponsorships for the team, proving the power of creativity to drive social and economic change.

What We Can Learn

1. Purpose-Driven Creativity Resonates:
   Campaigns rooted in authentic social issues and real stories can inspire both cultural change and business results.
2. Reclaiming Narratives:
   Turning negative stereotypes into messages of pride and resilience can transform perception and empower marginalized communities.
3. Sport as a Platform for Progress:
   Leveraging sport’s universal appeal can amplify social messages and connect brands with audiences on a deeper, more meaningful level.

Awards 

• Cannes Lions 2025: Gold, Entertainment Lions for Sport

2.Signed By Fanatics: Bringing Fans Into the Game, For Real

What Happened

Fanatics, in partnership with The Topps Company and its nimble internal creative team, launched the "Signed By Fanatics" campaign—a breakthrough initiative that reimagined the meaning of “signed memorabilia” in the world of sports and esports. Instead of just featuring autographs from athletes, Fanatics invited fans themselves to digitally "sign" trading cards and collectibles, making them a part of the official merchandise. This campaign ran across major sporting events and was amplified on social media, allowing fans to leave their mark alongside their heroes. The work stood out for turning the traditional, one-way concept of sports memorabilia into an interactive, two-way experience, where fans and athletes share the spotlight.

Why It Worked

1. Fan Empowerment:
   By letting fans literally sign the merchandise, the campaign made every supporter feel like an integral part of the game, deepening emotional loyalty.
2. Innovative Use of Technology:
   The seamless integration of digital signatures into physical and digital collectibles bridged the gap between the real and virtual worlds, appealing to both traditional collectors and digital natives.
3. Cultural and Community Relevance:
   The campaign tapped into the modern fan’s desire for participation and recognition, transforming passive spectators into active contributors to sports culture.

What We Can Learn

1. Co-Creation Drives Engagement:
   Inviting audiences to participate in the creation of branded products or experiences can dramatically increase emotional investment and brand affinity.
2. Modernize Traditions with Tech:
   Updating classic fan rituals (like autographs) with digital tools can make heritage brands feel fresh and future-ready.
3. Champion the Fan’s Role:
   Recognizing and celebrating the fan’s importance in sport can differentiate a brand and build a more inclusive, loyal community.

Awards & Video

• Cannes Lions 2025: Gold, Entertainment Lions for Sport: Esports & Gaming

3.The 4th Judge: Letting Fans Decide the Fight

What Happened

"The 4th Judge" is a campaign by BigTime Creative Shop for The Ring Magazine, which reimagined how boxing matches are judged by empowering fans to become an official part of the scoring process. Traditionally, boxing matches are decided by three ringside judges, but this campaign introduced a groundbreaking twist: fans worldwide could watch live fights and submit their own scores in real time via a digital platform. The aggregated fan score was then recognized as the “4th Judge,” displayed alongside the official judges’ tallies and featured in post-fight coverage. The campaign was supported by a cinematic launch film, interactive social content, and a robust digital experience, making fans feel their voices truly mattered in the sport’s most crucial moments.

Why It Worked

1. Democratized the Sport:
   By giving fans a direct, visible role in scoring, the campaign broke down barriers between spectators and the sport, making boxing more inclusive and participatory.
2. Leveraged Technology for Engagement:
   The seamless digital integration allowed for real-time interaction, keeping audiences hooked throughout the match and amplifying social buzz.
3. Addressed a Longstanding Pain Point:
   With controversial judging often a hot topic in boxing, the campaign offered transparency and a sense of fairness, letting fans feel heard and valued.

What We Can Learn

1. Empower Audiences for Deeper Loyalty:
   Involving fans in the core experience can transform passive viewers into passionate advocates.
2. Use Technology to Enhance Tradition:
   Smart digital tools can modernize even the most established rituals, making them relevant for new generations.
3. Solve Real Problems Creatively:
   Addressing industry pain points with bold ideas can set brands apart and drive cultural conversation.

Awards & Video

• Cannes Lions 2025: Gold, Entertainment Lions for Sport
• Official Campaign Video: Watch here

4.Obsession: Usyk vs Fury Reignited – When Rivalry Becomes a Waking Nightmare

What Happened

"Obsession: Usyk vs Fury Reignited" is a surreal, genre-defying promotional film created by BigTime Creative Shop for Riyadh Season to hype the highly anticipated heavyweight boxing rematch between Oleksandr Usyk and Tyson Fury. Directed by the acclaimed collective Megaforce and produced by Riff Raff Films, the film flips the typical fight promo on its head: instead of focusing on bravado or training montages, it dives into the psychological warfare between the fighters. Set to Kylie Minogue’s iconic “Can’t Get You Out of My Head,” the film humorously and hauntingly depicts how each boxer is tormented by visions of the other—Fury imagines Usyk everywhere, even replacing his family or appearing on a sausage, and vice versa. The campaign’s bold cinematic style, unexpected humor, and pop-culture soundtrack made it instantly memorable and shareable, building global buzz for the fight and redefining sports promotion.

Why It Worked

1. Genre-Bending Creativity:
   The campaign broke away from traditional sports promos, using surreal humor and cinematic storytelling to capture the fighters’ mutual obsession and make the rivalry feel personal and universal.
2. Cultural and Emotional Resonance:
   By leveraging a globally recognized pop song and relatable themes of anxiety and rivalry, the film connected with both hardcore boxing fans and mainstream audiences.
3. Strategic Timing and Shareability:
   Released ahead of a major global sporting event, the film’s originality and entertainment value drove widespread media coverage and organic social sharing, amplifying anticipation for the fight.

What We Can Learn

1. Reinvent the Sports Promo:
   Challenging conventions and embracing bold, unexpected storytelling can make even familiar sports narratives feel fresh and compelling.
2. Blend Pop Culture With Sport:
   Integrating music, humor, and cinematic flair can broaden a campaign’s reach and make it resonate far beyond the core fanbase.
3. Make Rivalry Relatable:
   Humanizing athletes and exploring the psychological side of competition can create deeper emotional engagement and cultural impact.

Awards & Video

• Cannes Lions 2025: Gold, Entertainment Lions for Sport
• Official Campaign Video: Watch here