Final Lion winners announced for Film, Dan Wieden Titanium, Glass: The Lion for Change, Sustainable Development Goals, Grand Prix for Good and Special Awards
France and the USA win two Grands Prix each. Brazil and New Zealand each win one
20 June 2025 - As the 72nd Cannes Lions International Festival of Creativity comes to a close, the final Awards Show honoured the winners of Film, Titanium, Glass: The Lion for Change, Sustainable Development Goals and Grand Prix for Good. Also presented were the Special Awards, the culmination of all points earned by companies throughout the week.
Simon Cook, CEO, LIONS, said: “This week we’ve taken our industry on an exhilarating journey of the very best creative work. Huge congratulations to each and every brilliant winner and shortlist for the phenomenal recognition bestowed by peers. This is a time for immense pride as we celebrate the transformative power of breakthrough ideas that challenge conventions, solve problems and create meaningful connections.”
Glass: The Lion for Change
From 253 entries received, eight Lions were awarded: one Gold, two Silver, four Bronze, with the Grand Prix going to ‘Real Beauty: How a Soap Brand Created a Global Self-Esteem Movement’ for Dove by Ogilvy UK, London.
To help more women feel more beautiful every day, Dove has framed everyday women as ‘Real Women’, representing real beauty. ‘Real Beauty’ is now more than a creative idea. It is the combination of a distinctive point of view that repeatedly fuels new campaign ideas.
Jury President KR Liu, Global Head of Product Innovation and Marketing Partnerships for Platforms and Devices, Google, said: “This year’s Grand Prix winner was selected because it moved beyond awareness to deliver consistent, measurable, societal impact. It showed what’s possible when creative brand storytelling is backed by community partnership and deep cultural understanding. In a field full of strong contenders, this work stood out for its continuous impact and commitment – not just as a campaign, but as a catalyst for real change for women and all aspects of the multiple communities they represent.”
Sustainable Development Goals Lions
From 481 entries received, 16 Lions were awarded: four Gold, four Silver, seven Bronze and the Grand Prix, awarded to ‘The Amazon Greenventory’, for NATURA, by Africa Creative DDB, São Paulo.
By leveraging artificial intelligence and drone technology, Natura conducted the largest tree inventory in Amazon history – 400 km² mapped in just six months. It identified 30,000 trees with cosmetic potential and empowered local communities by improving harvesting methods, boosting incomes and deepening their connection to the land. Natura aims to preserve 3m hectares of forest by 2030.
Josy Paul, Chairperson and Chief Creative Officer, BBDO India, and Jury President, commented: “Good work informs. Great work transforms. That’s exactly what the SDG Jury saw in Natura’s ‘Amazon Greenventory’. It wasn’t just impressive, it was transformational. This groundbreaking initiative challenged the belief that profit in the Amazon must come at the cost of deforestation. A powerful demonstration that sustainable profit can come from innovation, not destruction. It’s work that doesn’t just create impressions but leaves a lasting impression on the world.”
This campaign is Brazil’s first Grand Prix in this Lion.
Film Lions
From 1642 entries received, 52 Lions were awarded: eight Gold, 15 Silver, 27 Bronze and two Grand Prix.
One is awarded to ‘Paris Paralympics 2024: Considering What?’ for Channel 4 by Channel 4, London/4Creative, London.
Sixty per cent of people watch the Paralympics to see athletes “overcoming disabilities”. UK broadcaster, Channel 4, wanted to challenge audience attitudes towards Paralympians. The film showed how they face the same brutal forces as any elite athlete but also called out the audience on their, at times, condescending view of para-sport. By the end, 79% thought the Paralympics were as exciting as the Olympics.
Jury President Kate Stanners, Chairwoman and Global Chief Creative Officer, Saatchi & Saatchi, said: “Film is where we tell our most human stories. Raw, authentic lived experiences that the audience can feel and connect with at an emotional level. Our Grands Prix are brilliant examples.
“The Paralympic film from Channel 4 is an incredibly powerful, visceral film, using both real and surreal imagery, extraordinary editing and sound to make us truly feel the film and connect us to the message. Its impact is felt in the heart, the gut and the mind.”
The second Grand Prix was won for ‘The Final Copy of Ilon Specht’ for L'Oréal Paris, by McCann, Paris.
Fifty years after “Because I’m Worth It” was written, its meaning had been eroded by time. This 17-minute documentary tells the untold story of Ilon Specht, the 23-year-old copywriter who wrote “Because I’m Worth It” in 1973, the first beauty ad voiced by a woman, turning the slogan into a living statement of self-worth.
Jury President, Kate Stanners commented: “Ilon resonated with us all. A brand telling a very timely story that authenticates and validates its core brand purpose: to champion women. It’s a masterful film that draws us into the wonderful life story of Ilon, the author of the campaign ‘Because I'm worth it’. Its perfect filmmaking keeps us watching, and its humanity lives with us long after the end."
Saudi Arabia received its first award in this Lion, a Bronze.
Dan Wieden Titanium Lions
From 187 entries received, four Titanium Lions were awarded and one Grand Prix, won by ‘AXA - Three Words’ for AXA by Publicis Conseil, Paris.
Rooted in a transformative insight, this campaign saw the three words “and domestic violence” being added to AXA’s home insurance contract in France. When a victim calls the emergency number, she is immediately relocated and supported.
Jury President Judy John, Global Chief Creative Officer, Edelman, said: “‘Three Words’ can change the world. This year’s Titanium Grand Prix didn’t just change insurance policies, it helped women literally escape domestic violence. These three simple words in a contract changed their lives, their outcomes, and an industry. In insurance contracts, words matter and with the simple addition of ‘and domestic violence’, AXA turned a contract into a lifeline, giving women the freedom to leave abusive relationships and handing the entire industry a clear roadmap for reform while significantly impacting their business.
“When the Titanium Jury set out to find a Grand Prix idea, we wanted the first domino in a movement. ‘Three Words’ was that idea, and our decision was instant and unanimous. In all my years judging at Cannes Lions, I’ve never seen a Jury align so completely, so quickly.”
Singapore won its first-ever Titanium Lion in 2025.
Grand Prix for Good
Recognising and celebrating the use of creativity to positively impact not only businesses and brands, but also the world at large, the Jury awarded the Grand Prix for Good to ‘The Best Place In The World To Have Herpes’, for New Zealand Herpes Foundation, by FINCH, Sydney / Motion Sickness, Auckland / NZ Herpes Foundation, Auckland.
Featuring a first-of-its-kind ‘Herpes Destigmatisation Course’, a global ranking system underpinned by live data, and plenty of irreverent humour, this campaign took an unusual approach to reducing herpes stigma – framing it as the key to restoring New Zealand’s diminished sense of national pride.
Judy John, Global Chief Creative Officer, Edelman, Global, and Jury President, said: “Brave, outrageously creative, wildly ambitious and educational are not the usual combination of words you will find to describe the Grand Prix for Good. The title of the campaign ‘Make New Zealand the Best Place to have Herpes’ by The New Zealand Herpes Foundation says it all. Often overlooked, this campaign played into their national pride, to unite the county in eliminating the herpes stigma as a way to restore our self-esteem, reclaim international glory, and boost patriotism.”
Special Awards were also announced tonight. To demonstrate Cannes Lions' commitment to transparent and accurate results, the four-stage award process includes Media Sense as the Process Integrity Partner.
Creative Company of the Year
1. WPP
2. Omnicom
3. Interpublic Group
Network of the Year
1. DDB Worldwide
2. Ogilvy
3. FCB
Independent Network of the Year
1. Serviceplan Agenturgruppe
2. Rethink
3. Wieden+Kennedy
Agency of the Year
1. Publicis Conseil, Paris, France
2. Africa Creative DDB, São Paulo, Brazil
3. FCB Chicago, United States
Independent Agency of the Year
1. Serviceplan, Munich, Germany
2. Rethink, Toronto, Canada
3. Bear Meets Eagle On Fire, Sydney, Australia
Palme d'Or
1. Revolver, Australia
2. Iconoclast, United States
3. Biscuit Filmworks, United Kingdom
Creative Brand of the Year
1. AXA
2. Dove
3. Vaseline
Agency of the Year by Track
- Agency of the Year | Classic: Africa Creative DDB, São Paulo, Brazil
- Agency of the Year | Craft: FCB Chicago, United States
- Agency of the Year | Engagement: GUT, São Paulo, Brazil
- Agency of the Year | Entertainment: DAVID, New York, United States
- Agency of the Year | Experience: DM9, São Paulo, Brazil
- Agency of the Year | Good: Africa Creative DDB, São Paulo, Brazil
- Agency of the Year | Health: =1 Ogilvy, Shanghai, Mainland China and Ogilvy, Singapore, Singapore
- Agency of the Year | Strategy: Ogilvy UK, London, United Kingdom
Independent Agency of the Year by Track
- Independent Agency of the Year | Classic: Serviceplan, Munich, Germany
- Independent Agency of the Year | Craft: Bear Meets Eagle On Fire, Sydney, Australia
- Independent Agency of the Year | Engagement: Rethink, Toronto, Canada
- Independent Agency of the Year | Entertainment: BigTime Creative Shop, Riyadh, Saudi Arabia
- Independent Agency of the Year | Experience: Serviceplan, Munich, Germany
- Independent Agency of the Year | Good: =1 L&C, New York, United States and Serviceplan, Munich, Germany
- Independent Agency of the Year | Health: Artplan, São Paulo, Brazil
- Independent Agency of the Year | Strategy: Rethink, Toronto, Canada
All shortlists and winners are available to view on The Work. Further information on Cannes Lions can be found at canneslions.com.
ENDS
Contacts:
Camilla Lambert
PR Director
LIONS
Camillal@canneslions.com
Tash Naidoo
Senior PR Manager
LIONS
Tashn@canneslions.com
Press Portal:
press.canneslions.com
Awards enquiries:
awards@canneslions.com
Notes to editors:
About LIONS
LIONS is the global platform that champions creativity and marketing effectiveness for growth. We help businesses grow through creative marketing that matters.
We know that creativity can and should be applied across the full marketing mix. Creativity is an impactful business driver - and when it's integrated with a culture of effectiveness, it's a competitive advantage.
Backed by over 150 years of experience and evidence, Cannes Lions, WARC, Effie, Contagious and Acuity - provides the global marketing industry with the definitive benchmarks, intelligence, training and tailored advice needed to grow.
LIONS is part of Informa plc.
www.lionscreativity.com
About Informa
Informa PLC is a leading international B2B events, digital services and academic research group.
We champion specialists. Through hundreds of market-leading brands, we connect people with knowledge so they can learn more, know more and do more.
We operate in over 30 countries and serve businesses and professionals working in over a dozen specialist markets.
Informa is listed on the London Stock Exchange and is a member of the FTSE 100.
www.informa.com
Simon Cook, CEO, LIONS, said: “This week we’ve taken our industry on an exhilarating journey of the very best creative work. Huge congratulations to each and every brilliant winner and shortlist for the phenomenal recognition bestowed by peers. This is a time for immense pride as we celebrate the transformative power of breakthrough ideas that challenge conventions, solve problems and create meaningful connections.”
Glass: The Lion for Change
From 253 entries received, eight Lions were awarded: one Gold, two Silver, four Bronze, with the Grand Prix going to ‘Real Beauty: How a Soap Brand Created a Global Self-Esteem Movement’ for Dove by Ogilvy UK, London.
To help more women feel more beautiful every day, Dove has framed everyday women as ‘Real Women’, representing real beauty. ‘Real Beauty’ is now more than a creative idea. It is the combination of a distinctive point of view that repeatedly fuels new campaign ideas.
Jury President KR Liu, Global Head of Product Innovation and Marketing Partnerships for Platforms and Devices, Google, said: “This year’s Grand Prix winner was selected because it moved beyond awareness to deliver consistent, measurable, societal impact. It showed what’s possible when creative brand storytelling is backed by community partnership and deep cultural understanding. In a field full of strong contenders, this work stood out for its continuous impact and commitment – not just as a campaign, but as a catalyst for real change for women and all aspects of the multiple communities they represent.”
Sustainable Development Goals Lions
From 481 entries received, 16 Lions were awarded: four Gold, four Silver, seven Bronze and the Grand Prix, awarded to ‘The Amazon Greenventory’, for NATURA, by Africa Creative DDB, São Paulo.
By leveraging artificial intelligence and drone technology, Natura conducted the largest tree inventory in Amazon history – 400 km² mapped in just six months. It identified 30,000 trees with cosmetic potential and empowered local communities by improving harvesting methods, boosting incomes and deepening their connection to the land. Natura aims to preserve 3m hectares of forest by 2030.
Josy Paul, Chairperson and Chief Creative Officer, BBDO India, and Jury President, commented: “Good work informs. Great work transforms. That’s exactly what the SDG Jury saw in Natura’s ‘Amazon Greenventory’. It wasn’t just impressive, it was transformational. This groundbreaking initiative challenged the belief that profit in the Amazon must come at the cost of deforestation. A powerful demonstration that sustainable profit can come from innovation, not destruction. It’s work that doesn’t just create impressions but leaves a lasting impression on the world.”
This campaign is Brazil’s first Grand Prix in this Lion.
Film Lions
From 1642 entries received, 52 Lions were awarded: eight Gold, 15 Silver, 27 Bronze and two Grand Prix.
One is awarded to ‘Paris Paralympics 2024: Considering What?’ for Channel 4 by Channel 4, London/4Creative, London.
Sixty per cent of people watch the Paralympics to see athletes “overcoming disabilities”. UK broadcaster, Channel 4, wanted to challenge audience attitudes towards Paralympians. The film showed how they face the same brutal forces as any elite athlete but also called out the audience on their, at times, condescending view of para-sport. By the end, 79% thought the Paralympics were as exciting as the Olympics.
Jury President Kate Stanners, Chairwoman and Global Chief Creative Officer, Saatchi & Saatchi, said: “Film is where we tell our most human stories. Raw, authentic lived experiences that the audience can feel and connect with at an emotional level. Our Grands Prix are brilliant examples.
“The Paralympic film from Channel 4 is an incredibly powerful, visceral film, using both real and surreal imagery, extraordinary editing and sound to make us truly feel the film and connect us to the message. Its impact is felt in the heart, the gut and the mind.”
The second Grand Prix was won for ‘The Final Copy of Ilon Specht’ for L'Oréal Paris, by McCann, Paris.
Fifty years after “Because I’m Worth It” was written, its meaning had been eroded by time. This 17-minute documentary tells the untold story of Ilon Specht, the 23-year-old copywriter who wrote “Because I’m Worth It” in 1973, the first beauty ad voiced by a woman, turning the slogan into a living statement of self-worth.
Jury President, Kate Stanners commented: “Ilon resonated with us all. A brand telling a very timely story that authenticates and validates its core brand purpose: to champion women. It’s a masterful film that draws us into the wonderful life story of Ilon, the author of the campaign ‘Because I'm worth it’. Its perfect filmmaking keeps us watching, and its humanity lives with us long after the end."
Saudi Arabia received its first award in this Lion, a Bronze.
Dan Wieden Titanium Lions
From 187 entries received, four Titanium Lions were awarded and one Grand Prix, won by ‘AXA - Three Words’ for AXA by Publicis Conseil, Paris.
Rooted in a transformative insight, this campaign saw the three words “and domestic violence” being added to AXA’s home insurance contract in France. When a victim calls the emergency number, she is immediately relocated and supported.
Jury President Judy John, Global Chief Creative Officer, Edelman, said: “‘Three Words’ can change the world. This year’s Titanium Grand Prix didn’t just change insurance policies, it helped women literally escape domestic violence. These three simple words in a contract changed their lives, their outcomes, and an industry. In insurance contracts, words matter and with the simple addition of ‘and domestic violence’, AXA turned a contract into a lifeline, giving women the freedom to leave abusive relationships and handing the entire industry a clear roadmap for reform while significantly impacting their business.
“When the Titanium Jury set out to find a Grand Prix idea, we wanted the first domino in a movement. ‘Three Words’ was that idea, and our decision was instant and unanimous. In all my years judging at Cannes Lions, I’ve never seen a Jury align so completely, so quickly.”
Singapore won its first-ever Titanium Lion in 2025.
Grand Prix for Good
Recognising and celebrating the use of creativity to positively impact not only businesses and brands, but also the world at large, the Jury awarded the Grand Prix for Good to ‘The Best Place In The World To Have Herpes’, for New Zealand Herpes Foundation, by FINCH, Sydney / Motion Sickness, Auckland / NZ Herpes Foundation, Auckland.
Featuring a first-of-its-kind ‘Herpes Destigmatisation Course’, a global ranking system underpinned by live data, and plenty of irreverent humour, this campaign took an unusual approach to reducing herpes stigma – framing it as the key to restoring New Zealand’s diminished sense of national pride.
Judy John, Global Chief Creative Officer, Edelman, Global, and Jury President, said: “Brave, outrageously creative, wildly ambitious and educational are not the usual combination of words you will find to describe the Grand Prix for Good. The title of the campaign ‘Make New Zealand the Best Place to have Herpes’ by The New Zealand Herpes Foundation says it all. Often overlooked, this campaign played into their national pride, to unite the county in eliminating the herpes stigma as a way to restore our self-esteem, reclaim international glory, and boost patriotism.”
Special Awards were also announced tonight. To demonstrate Cannes Lions' commitment to transparent and accurate results, the four-stage award process includes Media Sense as the Process Integrity Partner.
Creative Company of the Year
1. WPP
2. Omnicom
3. Interpublic Group
Network of the Year
1. DDB Worldwide
2. Ogilvy
3. FCB
Independent Network of the Year
1. Serviceplan Agenturgruppe
2. Rethink
3. Wieden+Kennedy
Agency of the Year
1. Publicis Conseil, Paris, France
2. Africa Creative DDB, São Paulo, Brazil
3. FCB Chicago, United States
Independent Agency of the Year
1. Serviceplan, Munich, Germany
2. Rethink, Toronto, Canada
3. Bear Meets Eagle On Fire, Sydney, Australia
Palme d'Or
1. Revolver, Australia
2. Iconoclast, United States
3. Biscuit Filmworks, United Kingdom
Creative Brand of the Year
1. AXA
2. Dove
3. Vaseline
Agency of the Year by Track
- Agency of the Year | Classic: Africa Creative DDB, São Paulo, Brazil
- Agency of the Year | Craft: FCB Chicago, United States
- Agency of the Year | Engagement: GUT, São Paulo, Brazil
- Agency of the Year | Entertainment: DAVID, New York, United States
- Agency of the Year | Experience: DM9, São Paulo, Brazil
- Agency of the Year | Good: Africa Creative DDB, São Paulo, Brazil
- Agency of the Year | Health: =1 Ogilvy, Shanghai, Mainland China and Ogilvy, Singapore, Singapore
- Agency of the Year | Strategy: Ogilvy UK, London, United Kingdom
Independent Agency of the Year by Track
- Independent Agency of the Year | Classic: Serviceplan, Munich, Germany
- Independent Agency of the Year | Craft: Bear Meets Eagle On Fire, Sydney, Australia
- Independent Agency of the Year | Engagement: Rethink, Toronto, Canada
- Independent Agency of the Year | Entertainment: BigTime Creative Shop, Riyadh, Saudi Arabia
- Independent Agency of the Year | Experience: Serviceplan, Munich, Germany
- Independent Agency of the Year | Good: =1 L&C, New York, United States and Serviceplan, Munich, Germany
- Independent Agency of the Year | Health: Artplan, São Paulo, Brazil
- Independent Agency of the Year | Strategy: Rethink, Toronto, Canada
All shortlists and winners are available to view on The Work. Further information on Cannes Lions can be found at canneslions.com.
ENDS
Contacts:
Camilla Lambert
PR Director
LIONS
Camillal@canneslions.com
Tash Naidoo
Senior PR Manager
LIONS
Tashn@canneslions.com
Press Portal:
press.canneslions.com
Awards enquiries:
awards@canneslions.com
Notes to editors:
About LIONS
LIONS is the global platform that champions creativity and marketing effectiveness for growth. We help businesses grow through creative marketing that matters.
We know that creativity can and should be applied across the full marketing mix. Creativity is an impactful business driver - and when it's integrated with a culture of effectiveness, it's a competitive advantage.
Backed by over 150 years of experience and evidence, Cannes Lions, WARC, Effie, Contagious and Acuity - provides the global marketing industry with the definitive benchmarks, intelligence, training and tailored advice needed to grow.
LIONS is part of Informa plc.
www.lionscreativity.com
About Informa
Informa PLC is a leading international B2B events, digital services and academic research group.
We champion specialists. Through hundreds of market-leading brands, we connect people with knowledge so they can learn more, know more and do more.
We operate in over 30 countries and serve businesses and professionals working in over a dozen specialist markets.
Informa is listed on the London Stock Exchange and is a member of the FTSE 100.
www.informa.com
