Creative Campaigns Shine at Cannes Lions Festival
Global Brands Earn Top Honors
The 72nd Cannes Lions International Festival of Creativity has announced its award winners. The United States secured three Grand Prix awards, while France took home two. Denmark and the United Kingdom each received one Grand Prix.
Groundbreaking Campaigns Recognized
The awards celebrated exceptional work in Creative Business Transformation, Creative Effectiveness, Creative Strategy, Luxury, Brand Experience & Activation, Innovation, and Creative Commerce. The awards acknowledged how creativity and strategic thinking reshape business models and customer experiences.
The Creative Business Transformation Lions saw seven awards distributed from 262 entries. The Grand Prix went to ‘AXA – Three Words’ for AXA by **Publicis Conseil, Paris**. This marks the second Grand Prix for the campaign, which previously won the Direct Lion Grand Prix.
“AXA has created a systematic commercial solution for a systemic problem. This purposeful idea resets the category by turning a centuries-old, commoditised product into a driver of brand preference and growth, re-defining the category of ‘home insurance’. This is what Creative Business Transformation is all about: a simple, powerful idea with maximum transformative power for business and people.”
— **Jane Lin-Baden**, CEO APAC, Member of the Global Management Committee, Publicis Groupe
For Creative Effectiveness, 17 Lions were awarded from 326 entries. The Grand Prix was awarded to ‘Shot on iPhone’, for Apple by **TBWAMedia Arts Lab, Los Angeles**. Launched a decade ago, the campaign has helped make the iPhone the best-selling smartphone globally.
Entries into the Creative Effectiveness Lions increased by 6.5% year over year, marking the fourth consecutive year of growth. The Creative Strategy Lions, with 902 entries, recognized 28 campaigns. ‘Real Beauty: How a Soap Brand Created a Global Self-Esteem Movement’ for Dove by **Ogilvy UK, London**, earned the Grand Prix.
The Luxury Lions awarded seven, with the Grand Prix going to ‘The Partnership That Changed Everything’, for LVMH by **Havas Play, Paris**. France also secured its first-ever Grand Prix in this category.
From 2337 entries, 69 Lions were awarded for Brand Experience & Activation. The Grand Prix went to ‘Caption with Intention’ by **FCB Chicago** for the Academy of Motion Picture Arts & Sciences and Chicago Hearing Society. It has redefined the visual language of accessibility and is now part of the Academy’s official Oscar submission rules.
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The Innovation Lions saw seven awards from 231 entries. The Grand Prix was given to ‘Sounds Right’ for Museum for the United Nations – UN Live, Spotify by **AKQA, Copenhagen**. This win marks Denmark’s first trophy in this category. The Creative Commerce Lions saw a record 644 entries, with the Grand Prix awarded to ‘Preserved Promos’ for Ziploc by **VML, New York**.
“It was a unanimous decision, which speaks to how well rounded the idea is. Bold, scaled, ownable. It made us jealous. It made us proud to be part of an industry that puts ideas like this into the world.”
— **Gabriel Schmitt**, Global Chief Creative Officer, Grey, and Jury President
Regional Network of the Year Awards
Awards for Regional Network of the Year were won by: Ogilvy (Asia), Leo (Europe), BBDO Worldwide (MENA), DDB Worldwide (Latin America), FCB (North America), DDB Worldwide (Pacific), and Joe Public (Sub-Saharan Africa).
