The United States won three Grands Prix, France two. Denmark and the United Kingdom are awarded each
The fourth day of the 72nd International Cannes Creativity Festival in Cannes, the winners are announced for the following lions: creative commercial transformation, creative efficiency, creative strategy, luxury, brand experience and activation, innovation, creative trade
Simon Cook, CEO, Lionssaid: “The brilliant winners of these lions illustrate how the change of game of creativity and strategic thought can be because they help reshape trade models and customer experiences.
Creative commercial transformation lions
From 262 entries received, seven lions were awarded: a gold, two silver, three bronze, the Grand Prix going to ‘Axa – Three words’ For AXA by Publicis Congseil, Paris. This is the second campaign Grand Prix, which also won the Lion’s direct Grand Prix.
Rooted in a transformer overview, this campaign saw the three words “and domestic violence” added to the AXA home insurance contract in France. When a victim calls for the emergency number, it is immediately moved and sustained.
The president of the jury Jane Lin-Baden, CEO of APAC, member of the World Management Committee, Publicis Groupsaid: “AXA has created a systematic commercial solution for a systemic problem. This useful idea resets the category by transforming a product commanded by centuries into an engine preferably and growth of the brand, by redefining the category of home insurance ”. This is what creative commercial transformation is: a simple and powerful idea with maximum transformer power for businesses and people. “”
Publicis Conseil, Paris, won its first Grand Prix in this lion for the initiative “Three Words”.
Creative efficiency lions
Of the 326 entries received, 17 lions were awarded: three gold, six silver, seven bronze and the Grand Prix which went to ‘Turned on iPhone’For Apple by TBWA \ Media Arts Lab, Los Angeles.
Launched for the first time 10 years ago, this is the most sustainable and effective campaign for Apple, which has finally led the iPhone to become the best -selling smartphone in the world, according to the 2025 counterpoint.
Commenting on the Grand Prix, Andrea Diquez, global CEO, intestinal and president of the jurysaid: “` `Shot on iPhone ” received the Grand Prix for its revolutionary capacity to democratize creativity, transforming daily moments into art. The campaign stood out as a mastery by raising content generated by users to create a long-term platform with amazing execution.
Inscriptions in creative Lions efficiency increased for the fourth consecutive year, up 6.5% over a year.
Creative strategy lions
Out of a total of 902 entries, 28 lions were allocated: five gold, nine silver, 13 bronze. The Grand Prix was awarded to “True beauty: how a soap brand has created a global movement of self -esteem” For Dove by Ogilvy UK, London.
To help more women feel more beautiful every day, Dove has designed everyday women like “real women”, representing real beauty. “Real beauty” is now more than a creative idea. It is the combination from a distinctive point of view that repeatedly feeds new campaign ideas.
The president of the Pats McDonald jury, director of global strategy, Dentsu Creativesaid: “In a world where millions of young women fight against anxiety, Dove’s engagement over 20 years in self -esteem has never been more urgent. With a simple but devastating overview (only 2% of women describe themselves as beautiful) and a humble soap bar, it accelerated in all categories and continents.
Japan won its very first trophies in this category with a gold and a bronze lion.
Luxury lions
From 181 entries received, seven lions were allocated: a gold, a silver, four bronze. The Grand Prix was awarded to “ The partnership that has changed everything ”For LVMH by Havas Play, Paris.
Rather than acting as a sponsor of the 2024 Olympic Games, organized in Paris, LVMH has become co-creator of games, transforming luxury into a cultural contribution. Each house has contributed to its artistic talent to the Olympic experience.
Mathilde Delhoume Debreu, worldwide officer, LVMH, and president of the jurycommented: “The Luxury Grand Prix in 2025 redefined sports sponsorship in a creative partnership with the Olympic and Paralympic Games in Paris 2024, embodying the mission of the LVMH group” The art of dream manufacturing “in the idea” Artisans of All Victories “. Dior has dressed artists with high sewing creations, craftsmen opted for French athletes with field combinations, French messages with graycuts, ground combinations, surface parts, surface parts, messages on the ground, designed Ereiff Etfpt Enfre. The fragments and Louis Vuitton delivered them to an emblematic trunk and on signature trays.
With this initiative, France wins its very first Grand Prix in luxury lions.
Brand experience and activation lions
From 2,337 entries received, 69 lions were allocated: 11 gold, 25 silver, 32 bronze. The Grand Prix was awarded to “Legend with intention” By FCB Chicago for the Academy of Arts and Cinema Sciences – Rakish – Chicago Hearing Society.
The campaign has redefined the visual language of accessibility and is now part of the official book of the submission of the Academy’s Oscars. Thanks to animation, typography and color, it integrates emotional equity into cinematographic experience for more than 433 million deaf and difficult individuals in the world.
The president of the Jury Tara Ford, Director of Creation, Droga5 London, who is part of Accenture Songsaid: “The legend with intention” is an idea that will transform the experience of cinema and video in all its forms. Not only does it make this support more accessible and immersive for the deaf and hard of hearing community, but it has the potential to be applied beyond the film to all types of communication and entertainment with other applications in the future. This is an excellent example of creativity.
This is the second Grand Prix awarded to this campaign at this year’s Cannes Lions, with already won in design lions.
Costa Rica and Poland received their first gold lions in this category.
Innovation lions
From 231 entries received, seven lions were awarded: a gold, two silver, three bronze, with the Grand Prix awarded to ‘It looks good’ For the museum for the United Nations – a live, Spotify by Akqa, Copenhagen.
The campaign launched “nature” as an official artist, transforming musical flows into funding for conservation. Well -known artists have published songs with nature and crediting nature, helping to transform the listening to music a climate action.
Commentary, The president of the Jury Courtney Brown Warren, director of marketing, Kickstartersaid: “The Grand Prix was awarded to” sounds good “because it attacks the conservation of nature with creativity and a simple but innovative approach to change a cultural state of mind. It is an initiative on a global scale, a long -term impact, and a jury finally felt that they would be proud to have created themselves – the type of revolutionary approach that reminds us why we do this work. “
This is the very first Denmark Trophy in the Lions of Innovation.
Creative trade lions
644 entries received, 21 lions were awarded: three gold, eight silver, nine bronze, as well as the Grand Prix which was given to “Preserved Promodes” For Ziploc by VML, New York.
With the help of influencers, the mobile trade experience has transformed expired and unused coupons into new savings opportunities for buyers and sales for retailers.
Gabriel Schmitt, World Creation Director, Gray, and president of the jurycommented: “It was a unanimous decision, which talks about how the idea is well rounded. Bold, extended, owner. It made us jealous. It made us proud to be part of an industry that puts ideas like this in the world. ”
Registration in the creative trade lions increased for the sixth consecutive year, receiving a record of 644 admissions.
Regional networks of the year were won by:
- Regional network of the year – Asia: Ogilvy
- Regional network of the year – Europe: Leo
- Regional network of the year – MENA: BBDO worldwide
- Regional network of the year – Latin America: DDB around the world
- Regional network of the year – North America: FCB
- Regional network of the year – Pacific: DDB around the world
- Regional network of the year – Sub -Saharan Africa: Joe Public