Cannes Lions 2025 Grand Prix Winners: Comprehensive Category-by-Category Analysis

Cannes Lions 2025 Grand Prix Winners: Comprehensive Category-by-Category Analysis

Drawing on the official Adweek roundup and detailed campaign descriptions, here is an expert breakdown of all Grand Prix and Titanium winners at Cannes Lions 2025, including what happened, why it worked, and actionable lessons for creative professionals12.

Titanium Lions

AXA – "Three Words"
Agency: Publicis Conseil Paris

What Happened:
AXA changed its home insurance policies in France by adding the words “and domestic violence,” making it possible for victims to access emergency relocation, housing, psychological, and legal support—treating domestic abuse like a natural disaster. This fundamental policy change was supported by a discreet, tech-driven help mechanism.

Why It Worked:

• Embedded social purpose directly into the product, not just the communication.
• Demonstrated business bravery and set a new industry standard.
• Used a simple, human insight to drive systemic change.

Lessons:

• True impact comes from changing what you sell, not just what you say.
• Small changes in product language can have outsized social effects.
• Juries reward work that is both innovative and scalable.

Film Lions

L’Oréal Paris – "The Final Copy of Ilon Specht"
Agency: McCann Paris

What Happened:
An 18-minute documentary tells the story of Ilon Specht, creator of the iconic “Because I’m Worth It” tagline, reclaiming the feminist origins of the phrase and connecting it to L’Oréal’s brand mission.

Why It Worked:

• Long-form storytelling with emotional resonance.
• Revitalized a legacy message for a new generation.
• Elevated the brand’s purpose through real history.

Lessons:

• Documentary storytelling can reinvigorate brand heritage.
• Authenticity and depth matter in brand films.

Channel 4 – "Considering What?" (Paris 2024 Paralympic Games)
Agency: 4Creative

What Happened:
A bold, cinematic spot challenges stereotypes about Paralympians, turning the lens on viewers’ perceptions.

Why It Worked:

• Directly confronted bias with provocative storytelling.
• Used high craft to drive cultural conversation.

Lessons:

• Challenging the audience can be more powerful than comforting them.

Glass: The Lion for Change

Dove – "Real Beauty: Self-Esteem Project"
Agency: Ogilvy UK

What Happened:
Building on its long-running “Real Beauty” platform, Dove’s Self-Esteem Project is now the world’s largest provider of self-esteem education, reaching over 94 million children. The campaign provides resources and workshops to help kids build confidence.

Why It Worked:

• Consistent, long-term commitment to a social cause.
• Scaled impact with measurable results.

Lessons:

• Enduring brand purpose, when paired with action, drives both social and business value.

Grand Prix for Good

New Zealand Herpes Foundation – "The Best Place in the World to Have Herpes"
Agencies: Finch, Motion Sickness

What Happened:
A bold, humorous campaign destigmatizing herpes, featuring real patients and local celebrities, with courses and multi-format content to drive awareness and conversation.

Why It Worked:

• Used humor and honesty to break stigma.
• Real people and transparency built trust.

Lessons:

• Humor can unlock taboo topics.
• Authentic, patient-led storytelling is powerful in health.

Sustainable Development Goals (SDG) Lions

Natura – "Amazon Greenventory"
Agency: Africa Creative DDB

What Happened:
Natura used drones and AI to map Amazon plant species, facilitating sustainable harvesting for local communities. Committed to purchasing all production, benefiting 46,000 people.

Why It Worked:

• Combined tech, sustainability, and economic empowerment.
• Created measurable, scalable impact.

Lessons:

• Tech-driven solutions can address both environmental and social goals.

Creative Effectiveness Lions

Apple – "Shot on iPhone"
Agency: TBWA\Media Arts Lab

What Happened:
Celebrating its 10th anniversary, the campaign highlights user-generated content shot on iPhone, positioning the device as the only tool needed for great photography.

Why It Worked:

• Simple, enduring idea with global cultural resonance.
• Leveraged real users as advocates.

Lessons:

• Longevity and authenticity drive effectiveness.
• User participation is a powerful creative engine.

Creative Business Transformation Lions

AXA – "Three Words"
Agency: Publicis Conseil Paris

What Happened:
AXA changed its home insurance policies in France by adding the words “and domestic violence,” making it possible for victims to access emergency relocation, housing, psychological, and legal support—treating domestic abuse like a natural disaster. This fundamental policy change was supported by a discreet, tech-driven help mechanism.

Why It Worked:

• Embedded social purpose directly into the product, not just the communication.
• Demonstrated business bravery and set a new industry standard.
• Used a simple, human insight to drive systemic change.

Lessons:

• True impact comes from changing what you sell, not just what you say.
• Small changes in product language can have outsized social effects.
• Juries reward work that is both innovative and scalable.

Creative Strategy Lions

Dove – "Real Beauty: Self-Esteem Project"
Agency: Ogilvy UK

What Happened:
Building on its long-running “Real Beauty” platform, Dove’s Self-Esteem Project is now the world’s largest provider of self-esteem education, reaching over 94 million children. The campaign provides resources and workshops to help kids build confidence.

Why It Worked:

• Consistent, long-term commitment to a social cause.
• Scaled impact with measurable results.

Lessons:

• Enduring brand purpose, when paired with action, drives both social and business value.

Creative Commerce Lions

Ziploc – "Preserved Promos"
Agency: VML New York

What Happened:
Ziploc allowed consumers to use expired coupons by “preserving” them in Ziploc bags, turning the product into a tool for saving money amid inflation.

Why It Worked:

• Clever product tie-in to a real consumer pain point.
• Simple, relatable execution.

Lessons:

• Product utility can be extended through creative thinking.

Brand Experience & Activation Lions

Academy of Motion Picture Arts & Sciences – "Caption With Intention"
Agency: FCB Chicago

What Happened:
Reinvented closed captions for films, adding emotion, tone, and speaker identity through creative design—making them immersive and cinematic.

Why It Worked:

• Elevated accessibility to an art form.
• Used design to enhance inclusivity and experience.

Lessons:

• Accessibility is a fertile ground for creativity.
• Design can transform functional elements into brand assets.

Luxury Lions

LVMH – "The Partnership That Changed Everything"
Agency: Havas Play

What Happened:
LVMH became a co-producer of the Paris 2024 Olympics, integrating its brands into every aspect of the Games—from athlete outfits to medals—despite strict ad regulations.

Why It Worked:

• Creative partnership overcame category restrictions.
• Embedded luxury brands into a global cultural event.

Lessons:

• Partnerships can unlock new creative territories for brands.

Innovation Lions

Museum for the United Nations & Spotify – "Sounds Right"
Agency: AKQA Copenhagen

What Happened:
Nature became a Spotify “recording artist,” with tracks featuring sounds of the earth. Royalties fund conservation, with artists like David Bowie and Hozier collaborating.

Why It Worked:

• Platform innovation for social good.
• Engaged artists, listeners, and tech for environmental impact.

Lessons:

• Platforms can be reimagined as engines for change.

Creative Data Lions

Consul Appliances – "Efficient Way to Pay"
Agency: DM9 São Paulo

What Happened:
Used real-time electricity consumption data to let low-income families buy energy-efficient refrigerators with their utility bill savings.

Why It Worked:

• Turned data into a lifeline for economic and environmental impact.
• Directly addressed affordability and sustainability.

Lessons:

• Data can be a tool for social innovation.

Creative B2B Lions

GoDaddy – "Act Like You Know"
Agency: Quality Meats

What Happened:
Super Bowl campaign starring Walton Goggins as various business personas, promoting GoDaddy’s AI tools for small businesses.

Why It Worked:

• Used humor and celebrity to demystify B2B tech.
• Made AI tools approachable for entrepreneurs.

Lessons:

• B2B can be entertaining and accessible.

Social & Creator Lions

Vaseline – "Vaseline Verified"
Agency: Ogilvy Singapore

What Happened:
Partnered with creators to debunk skincare myths, turning their videos into Vaseline ads and boosting sales by 43%.

Why It Worked:

• Platform-native, creator-driven approach.
• Tackled misinformation with credibility and reach.

Lessons:

• Authentic creator partnerships can drive both education and sales.

PR Lions

Indian Railways – "Lucky Yatra"
Agency: FCB India

What Happened:
Turned train tickets into lottery tickets to combat fare evasion in India, leveraging the country’s love of lotteries.

Why It Worked:

• Deep cultural insight.
• Simple, scalable behavioral nudge.

Lessons:

• Service tweaks can reshape consumer behavior.

Media Lions

Dove – "Real Beauty Redefined For The AI Era"
Agency: Mindshare, Pinterest

What Happened:
Partnered with Pinterest to allow users to define their own beauty standards, retraining the platform’s algorithm to prioritize natural beauty over AI-generated images.

Why It Worked:

• Used media and AI to shift cultural representation.
• Empowered users to drive change.

Lessons:

• Media innovation can reshape social norms.

Industry Craft Lions

Idomed – "Nigrum Corpus"
Agency: Artplan

What Happened:
Visually stunning campaign using haunting imagery to represent the emotional toll of chronic pain, elevating pharmaceutical advertising to art.

Why It Worked:

• High-level craft and symbolism.
• Made an invisible issue visceral.

Lessons:

• Craft can transform perception in any category.

Digital Craft & Design Lions

Academy of Motion Picture Arts & Sciences – "Caption With Intention"
Agency: FCB Chicago

What Happened:
Reinvented closed captions for films, adding emotion, tone, and speaker identity through creative design—making them immersive and cinematic.

Why It Worked:

• Elevated accessibility to an art form.
• Used design to enhance inclusivity and experience.

Lessons:

• Accessibility is a fertile ground for creativity.
• Design can transform functional elements into brand assets.

Film Craft Lions

Telstra – "Better Network"
Agency: Bear Meets Eagle on Fire

What Happened:
Cinematic storytelling and stop-motion animation illustrate how Telstra’s network enhances daily life, with high production values and creative precision.

Why It Worked:

• Blended craft, story, and brand seamlessly.
• Elevated category expectations.

Lessons:

• Production craft is a key differentiator1.

Entertainment Lions for Sport

Clash of Clans – "Haaland Payback Time"
Agency: David New York

What Happened:
Football star Erling Haaland became the first real-life person in Clash of Clans, with fans and haters able to challenge him in-game.

Why It Worked:

• Merged celebrity, gaming, and fan culture.
• Created interactive, shareable moments.

Lessons:

• Gaming and sports can amplify each other through creative collaboration.

Entertainment Lions for Music

Rimas Music – "Tracking Bad Bunny"
Agency: DDB Latina Puerto Rico

What Happened:
Promoted Bad Bunny’s album with an immersive scavenger hunt across Puerto Rico, using Google Maps and Spotify, engaging millions of fans globally.

Why It Worked:

• Blended music, tech, and local pride.
• Created a participatory, shareable experience.

Lessons:

• Immersive, location-based experiences drive deep engagement.

Entertainment Lions for Gaming

Mercado Livre – "Call of Discounts"
Agency: Gut São Paulo

What Happened:
Integrated 420 real products into Call of Duty, with in-game items linking to e-commerce deals. Neymar Jr. appeared as an in-game prop.

Why It Worked:

• Seamless brand integration in gaming.
• Leveraged pop culture and commerce.

Lessons:

• Commerce and entertainment can merge for mutual benefit.

Entertainment Lions

Hyundai – "Night Fishing"
Agency: Innocean

What Happened:
A 13-minute branded film shot using the Hyundai Ioniq, telling a human story of connection and adventure.

Why It Worked:

• Elevated branded content to cinematic art.
• Subtle, emotional brand integration.

Lessons:

• Branded entertainment can rival traditional film in quality and impact.

Pharma Lions

Viagra – "Make Love Last"
Agency: Ogilvy Shanghai

What Happened:
Repositioned Viagra with an emotional, cinematic narrative about intimacy and long-term relationships, moving away from clinical or comedic tropes.

Why It Worked:

• Tackled intimacy and aging with sensitivity and artistry.
• Elevated category expectations.

Lessons:

• Emotional storytelling can redefine stigmatized categories.

Health & Wellness Lions

Vaseline – "Vaseline Verified"
Agency: Ogilvy Singapore

What Happened:
(See Social & Creator above.)

Health Grand Prix for Good

New Zealand Herpes Foundation – "The Best Place in the World to Have Herpes"
Agencies: Finch, Motion Sickness

What Happened:
(See Grand Prix for Good above.)

Audio & Radio Lions

Budweiser – "One Second Ads"
Agency: Africa Creative, DDB Brazil

What Happened:
Ultra-short ads featuring only the first notes of popular songs, designed for TikTok’s fast pace, creating instant brand association.

Why It Worked:

• Matched platform-native behaviors.
• Creativity within extreme constraints.

Lessons:

• Brevity and recognizability can drive breakthrough audio branding.

Print & Publishing Lions

Penny – "Price Packs"
Agency: Serviceplan Munich

What Happened:
Printed the price of groceries on packaging to promise price stability amid inflation, building trust and generating $190 million in earned media.

Why It Worked:

• Radical transparency during economic uncertainty.
• Packaging as a medium for brand promise.

Lessons:

• Simple, visible commitments can build lasting trust.

Outdoor Lions

Paris 2024 Olympic Games Opening Ceremony
What Happened:
A citywide celebration of unity and hope, using music and dance to usher in the Summer Games.

Why It Worked:

• Large-scale, public experience as a cultural symbol.

Lessons:

• Shared experiences can unite and inspire.

KitKat – "Phone Break"
Agency: VML Czechia

What Happened:
Ads show people holding KitKat bars instead of phones, humorously calling out modern phone addiction.

Why It Worked:

• Relatable, witty, and visually simple.
• Tapped into universal behavior.

Lessons:

• Observational insights, simply executed, can create cultural moments.

Key Trends and Actionable Lessons

• Product and purpose are merging: The best work changes what brands do, not just what they say.
• Long-term platforms win: Enduring, evolving ideas (Dove, Apple) outperform one-off stunts.
• Native platform behaviors drive impact: TikTok, gaming, and creator ecosystems are central to breakthrough work.
• Accessibility and inclusion are creative frontiers: Design and accessibility solutions (captions, data) are now celebrated.
• Humor and authenticity break stigmas: Honest, human stories (Herpes Foundation, Viagra) drive social change.
• Radical transparency builds trust: Brands that make bold, public promises (Penny) stand out.
• Craft and storytelling remain vital: High-level execution (film, design, audio) is non-negotiable for top honors.

This year’s Grand Prix winners prove that creativity, when rooted in real insight and executed with bravery and craft, can solve problems, move culture, and drive business