Cannes Lions 2025 Winners
Cannes Lions is the closest thing advertising has to a global referendum on the year's ideas. The 2025 winners did the usual thing - rewarded craft, courage, and the occasional brand willing to look slightly stupid for the sake of a smart line. The Grand Prix and Gold haul reads less like a category list and more like a quiet argument: the best work still respects the audience enough to risk being misunderstood. Browse the winners below.
124 campaigns
IDomed: Nigrum Corpus
IDomed created Nigrum Corpus, a revolutionary medical textbook that reframes institutional racism as a clinical condition. By blending anatomical precision with celebratory art, it forces future doctors to confront their biases and learn from the historically ignored Black body.
AXA: Three Words
AXA redefined home insurance by integrating "and domestic violence" into policies, transforming a standard document into a life-saving utility. This provided emergency relocation, psychological, and legal assistance, showcasing profound corporate responsibility and enhancing brand perception through tangible social action.
Pedigree: Caramelo
Pedigree challenged the bias against Brazil's beloved mixed-breed "Caramelo" dogs by creating an official "Pedigree Caramelo" identity, complete with genetic research, a kennel club, and dog shows, ultimately transforming them into the most adopted breed and gaining global recognition.
Equality Health Foundation: Zip Code Exam
The campaign visualized the startling reality that ZIP codes predict life expectancy better than genetics by creating an interactive platform and hyper-local OOH ads that transformed invisible health disparities into actionable data for residents to lobby local officials.
Uber Eats: Football is for Food
Uber Eats humorously exposed a 'conspiracy' that the NFL was invented solely to sell food, turning every game into a giant ad for their delivery service. By exaggerating hidden food connections within football, the campaign cemented Uber Eats as the go-to app for game-day cravings.
Vaseline: Vaseline Verified
Vaseline embraced its online community's user-generated hacks, scientifically validating them through playful lab-style videos to debunk myths and empower consumers with dermatologist-approved applications, solidifying its "Wonder Jelly" status amidst widespread misinformation.
IKEA: Hidden Tags
IKEA challenged consumers to become "furniture archaeologists," unearthing hidden manufacturing tags on their own IKEA pieces to reveal their surprising age, transforming a common perception of disposability into a powerful testament to durability through collective discovery and shared pride.
L'Oréal: THE FINAL COPY OF ILON SPECHT
L'Oréal reclaimed its iconic slogan's feminist soul by producing a documentary about Ilon Specht, the copywriter who penned it in 1971 out of rage against male-dominated advertising, transforming a beauty cliché back into a powerful manifesto for self-worth.
Ziploc: Preserved Promos
Ziploc extended its brand promise of preservation to the financial realm by allowing shoppers to revive expired food coupons through a digital platform, turning wasted savings into fresh discounts when paired with a Ziploc purchase.
Penny - Price Packs
Penny, a German discount grocer, printed product prices directly onto own-brand packaging for staple items like bread and chips, visually reinforcing its commitment to consistent affordability and building trust with shoppers amidst the cost of living crisis, distinguishing itself from competitors.
Rimas Music: Tracking Bad Bunny
Bad Bunny replaced his Spotify tracklist with GPS coordinates, forcing fans to use Google Maps Street View to discover song titles hidden across Puerto Rico, turning a political insult into a global scavenger hunt that celebrated the island's beauty.
Nike: Jordan Can't Ban Greatness
Nike celebrated the Air Jordan 1's 40th anniversary by simulating a world where the 1985 NBA ban actually worked, using a massive 360-degree 'erasure' stunt to prove that the brand's spirit of defiance is what built modern culture.
Telstra: Together is for Christmas - Girl & Ghost
Telstra subverted festive cheer by pairing a misunderstood goth girl with a literal invisible ghost, proving that true connection is about being seen by someone who understands your isolation, set to a nostalgic 90s alternative anthem.
Second Nurture: 18 Months
Second Nurture redefined the concept of 'labor' by dramatizing the 18-month legal and emotional marathon of adoption through a handcrafted stop-motion film, proving that family isn't defined by biology but by the persistence of unconditional love.
Nike: So Win.
Nike reclaimed its performance-driven edge by flipping the double standards and criticisms faced by female athletes into a defiant call to action, proving that the very traits society labels as 'too much' are actually the keys to winning.
GAMBOL: Dare to Step
Gambol used a satirical prehistoric setting to dramatize domestic violence, showing how a comfortable sandal can physically and mentally calm an aggressor, turning a functional product benefit into a bold social metaphor for stepping up against injustice.
Article 19 / La Unión: The Shooting
The campaign dramatizes the lethal reality of Mexican journalism by using a visceral cinematic metaphor where photographers "shoot" back with cameras against criminals "shooting" with guns, highlighting that capturing the truth has become a life - or - death battle.
The New Yorker: Everything, Covered - 100 Years of The New Yorker
The campaign celebrates a century of journalistic depth by animating iconic cover art into a seamless narrative, proving that while the world changes rapidly, the magazine's commitment to clarity and rigorous observation remains the ultimate constant for curious minds.
Toblerone: Tantrum Girl
Staged a hyper - realistic airport meltdown where a child demands a Toblerone, leveraging the shaky - cam aesthetic of viral TikToks to spark organic debate before revealing the stunt as a dramatization of the brand's essential role in travel rituals.
Mandaue Foam Home Store: Steal
To prove they offer more than just mattresses, Mandaue Foam created a surreal heist film where burglars are overwhelmed by furniture that instantly replaces itself, humorously dramatizing their massive 5,000-item inventory through an inescapable and entertaining loop of variety.
Meat & Livestock Australia: The Comments Section
To celebrate its 20th anniversary, Australian Lamb satirized the toxic polarization of online discourse by dramatizing real internet comments in the real world, proving that sharing a meal is the only way to bridge our digital divides.
AXE/LYNX: Lynx with Catnip
AXE/LYNX launched a catnip-infused deodorant to help men win over the ultimate dating gatekeeper - the woman's cat - using surreal humor to subvert the 'Axe Effect' and prove that feline approval is the key to romantic success.
The Exodus Road: Love Captured
The campaign used a synchronized dual-screen film to contrast a romantic date with the chilling reality of trafficking tactics, using an undercover cop twist to empower viewers and dismantle the myth that trafficking only begins with violent abduction.
Angel Soft: Potty-tunities
Angel Soft subverted Super Bowl ad-mania by airing a 30-second countdown timer that encouraged viewers to stop watching and take a bathroom break, positioning the brand as a helpful ally during the game's most high-pressure physiological moment.
ITV X CALM: Missed Birthdays
To confront the silence around youth suicide, the campaign used a 'Trojan Horse' installation of 6,929 birthday balloons to lure shoppers into a joyful-looking space, only to reveal each balloon represented a 'missed birthday' of a child lost to suicide.
Uber Eats: Brian Cox Goes to College
Uber Eats cast 78-year-old Brian Cox as a college freshman, using his intimidating 'Logan Roy' persona to demonstrate that Uber One student discounts are so lucrative they would tempt even a wealthy, high-status legend to re-enroll.
Billboard Arabia: The Second Release
Billboard Arabia remastered and rereleased a forgotten tribute song by Etab, Saudi Arabia's first female singer, transforming a suppressed historical recording into a modern National Day anthem to restore her legacy and celebrate the nation's progressive cultural evolution.
Acko: Tailor Test
Acko transformed neighborhood tailors into informal health diagnostic centers by using their measurement data to calculate waist - to - hip ratios, turning routine clothing fittings into life - saving heart risk screenings for millions of Indians who avoid formal checkups.
Skol: Retro Influencers
Skol bypassed skeptical influencer culture by turning thousands of fans' old, organic photos into official ads. By hacking a caption - editing loophole, the brand retroactively paid loyal drinkers for years of unpaid advocacy, proving that real brand love is timeless.
Banco de Chile: Project 4270
Banco de Chile captured the country's entire 4,270km length via a continuous drone flight, transforming natural topography into abstract art to reinforce its identity as the 'Bank of Chile' and turn the nation's geography into a shared cultural asset.