The fourth day of the Cannes Lions festival brought a new wave of creativity and awards in the categories of Creative Business Transformation, Creative Effectiveness, Creative Strategy, Luxury, Brand Experience & Activation, Innovation, and Creative Commerce. The USA took home three Grand Prix, France two, while Denmark and the United Kingdom celebrated one award each.
Creative Business Transformation Lions
Out of 262 entries, only 7 campaigns won Lions, including the Grand Prix for the campaign “Three Words” by Publicis Conseil for AXA.
By adding just three words – “and domestic violence” – to the home insurance contract, AXA created a concrete solution for victims of domestic violence. This is the campaign’s second Grand Prix, after winning the Direct Lion Grand Prix the day before.
Jury President Jane Lin-Baden, CEO APAC and Member of the Global Management Committee at Publicis Groupe, stated: “AXA has created a systematic commercial solution for a systemic problem. This purposeful idea resets the entire category by turning a centuries-old, commoditized product into a driver of brand preference and growth – redefining the very category of home insurance.”
Creative Effectiveness Lions
This year’s edition recorded 326 entries, continuing a four-year upward trend in this category with a 6.5% increase compared to last year. A total of 17 works were awarded – three Gold, six Silver, and seven Bronze Lions, with the prestigious Grand Prix going to the “Shot on iPhone” campaign for Apple, created by TBWA\Media Arts Lab from Los Angeles.
The campaign was first launched ten years ago and remains Apple’s most enduring and effective campaign, which, according to Counterpoint data for 2025, contributed to the iPhone becoming the best-selling smartphone worldwide.
Creative Strategy Lions
Out of 902 entries, 28 campaigns were awarded – five Gold, nine Silver, and thirteen Bronze Lions. Japan won its first-ever trophies in this category, receiving both a Gold and a Bronze Lion. The Grand Prix was awarded to the campaign “Real Beauty: How a Soap Brand Created a Global Self-Esteem Movement” by Ogilvy UK, London, for Dove.
To help more women feel beautiful every day, Dove placed “real women” at the heart of its campaigns, representing authentic beauty. Today, “Real Beauty” is more than just a creative idea – it is a clearly defined perspective that continuously inspires new communication concepts.
Luxury Lions
From 181 entries, seven Lions were awarded – one Gold, one Silver, and four Bronze. The Grand Prix went to the campaign “The Partnership That Changed Everything” for LVMH, executed by Havas Play Paris. This is France’s first-ever Grand Prix in this category!
Instead of merely sponsoring the 2024 Olympic Games in Paris, LVMH became a co-creator of the Games, turning luxury into a cultural contribution. Each Maison from the LVMH portfolio brought its artistic vision to the Olympic experience.
Brand Experience & Activation Lions
From an incredible 2,337 entries, 69 Lions were awarded – 11 Gold, 25 Silver, and 32 Bronze. The Grand Prix was awarded to the campaign “Caption with Intention” by FCB Chicago, created for the Academy of Motion Picture Arts and Sciences – Rakish – Chicago Hearing Society.
This campaign redefined the visual language of accessibility and became part of the official Oscar submission rules. Through animation, typography, and color, it adds an emotional dimension to the film experience for over 433 million Deaf and hard-of-hearing individuals worldwide.
Jury President Tara Ford, Chief Creative Officer at Droga5 London, part of Accenture Song, highlighted: “This is a great example of how creativity can go beyond communication and convincingly solve real-world problems.”
This is the second Grand Prix this campaign has won at this year’s Cannes Lions, after earlier winning in the Design Lions category. At the same time, Costa Rica and Poland won their first-ever Gold Lions in this category.
Innovation Lions
Out of 231 entries, seven Lions were awarded: one Gold, two Silver, and three Bronze, with the Grand Prix awarded to the campaign “Sounds Right” for Museum for the United Nations – UN Live, Spotify, created by AKQA Copenhagen. This is Denmark’s first-ever Lion in this category!
The campaign launched “NATURE” as an official artist, turning music listening into funding for nature conservation. Well-known artists released tracks that included and credited NATURE, helping turn music listening into an act of climate action.
Creative Commerce Lions
From a total of 644 entries, 21 awards were given: three Gold, eight Silver, nine Bronze Lions, and the Grand Prix went to the campaign “Preserved Promos” for Ziploc, created by VML New York.
With the help of influencers, the mobile commerce experience transformed expired and unused coupons into new savings opportunities for shoppers and increased sales for retailers.
The fourth day of the festival was also dedicated to the Regional Networks of the Year Awards:
Regional Network of the Year — Asia: Ogilvy
Regional Network of the Year — Europe: Leo
Regional Network of the Year — MENA (Middle East & North Africa): BBDO Worldwide
Regional Network of the Year — Latin America: DDB Worldwide
Regional Network of the Year — North America: FCB
Regional Network of the Year — Pacific: DDB Worldwide
Regional Network of the Year — Sub-Saharan Africa: Joe Public
