Cannes Lions has announced the winners of the Creative Data, Media, Direct, PR, and Social & Creator Lions at the festival’s third Awards Show in Cannes.
“Wednesday’s Lion-winning work demonstrates the power of creativity to drive growth for business, people and society at large,” said Simon Cook, CEO, LIONS.
“Thanks, once again, to our exceptional Juries for setting the global creative benchmark for the industry.”
Creative Data Lions
In the Creative Data Lions, 13 Lions were awarded from 391 entries: 2 Gold, 4 Silver, and 6 Bronze. The Grand Prix went to ‘SOS POS’, for BCP, by Circus Grey, Lima — a tool supporting phone theft victims by turning regular POS terminals into account-blocking points, which reached over 34 million Peruvians.
“Our Grand Prix work stood apart for the beautiful simplicity of its idea and the imaginative use of data – data used to protect data,” said Anupriya Acharya, CEO, Publicis Groupe, South Asia, and Creative Data Lions Jury President.
“It turned an everyday payment terminal into a lifeline at a moment of real vulnerability. It solved a human problem, strengthened trust in a difficult-to-differentiate banking category, and showed how Creative Data can drive business impact while scaling protection for people and society in a way that can transcend boundaries.”
APAC Winners
Silver Lion
- LEO Australia, Sydney, ‘HAVEN’ for Suncorp Insurance
Bronze Lion
- McCann New Zealand, Auckland, ‘Fantasy Herd’ for Meadow Fresh
- McCann, Wellington, ‘Dying Reviews’ for Hospice NZ
Media Lions
The Media Lions received 1,432 entries, with 45 Lions awarded: 7 Gold, 16 Silver, and 21 Bronze. The Grand Prix was presented to ‘Build Your Own Super Bowl’, for Uber Eats, by Special, Los Angeles — described in the release as a world-first in-app restaurant that allowed fans to build their own Super Bowl commercial, connecting with new audiences and driving record-breaking sales.
“This is modern marketing at its most transformative,” said Sindhuja Rai, Chief Client Officer, WPP Media, APMEA, and Media Lions Jury President.
“Rather than using communications to drive consumers to the product, it turned the product itself into the communications platform – seamlessly uniting creativity, media, technology, talent, commerce, and personalization into a single connected experience, effectively collapsing the traditional funnel. The result was a campaign that didn’t just capture attention; it converted participation and engagement directly into business growth.”
APAC Winners
Silver Lion
- Dminusone, Seoul, ‘The Life-Saving Receipt’ for Chorogusan for Children
Bronze Lion
- BLKJ Havas, Singapore, ‘A.I. Irresponsibly’ for Brewlander
- Leo, Singapore, ‘Vaseline and the Real Nigerian Prince’ for Vaseline
- McCann New York / McCann New Zealand, Auckland, ‘Expensive Sh*t’ for Huggies
Direct Lions
From 1,325 entries in the Direct Lions, 42 Lions were awarded: 7 Gold, 13 Silver, and 21 Bronze. The Grand Prix was presented to ‘Uva Uva Bombón’, for UVA App, by de la Cruz Ogilvy, San Juan. UVA, a challenger delivery app, earned attention by riding the momentum of Bad Bunny’s Super Bowl headline set, converting a global cultural moment into immediate consumer action.
“In an industry obsessed with control, this work proved that courage is still our most valuable currency,” said Joaquín Cubría, Chief Creative Officer, GUT, Argentina, and Direct Lions Jury President.
“A challenger brand chose the most expensive advertising day of the year not to outspend the competition, but to outsmart it. A bold, simple idea that turned uncertainty into disproportionate impact.”
APAC Winners
Bronze Lion
- Ogilvy Singapore, ‘Vaseline Originals’ for Vaseline
- LEO Australia, Sydney, ‘HAVEN’ for Suncorp Insurance
PR Lions
The PR Lions received 1,156 entries, with 37 Lions awarded: 7 Gold, 12 Silver, and 17 Bronze. The Grand Prix was awarded to ‘The KitKat Heist’, for KitKat, by Burson, London, which boosted brand perception by turning a KitKat theft into a global call to action.
“Crisis communications has long been the discipline of caution, protecting reputation, minimizing damage, staying safe. But this year’s work rewrote those rules entirely,” said Dana Tahir, CEO, HAVAS Red, Middle East and Egypt, and PR Lions Jury President.
“KitKat didn’t just manage a crisis, they transformed it into a cultural moment, proving that creative bravery and crisis counsel can coexist. This work didn’t eliminate risk, it choreographed it. Every pun, every quote was calibrated to keep the brand on the right side of the line. And in doing so, it set a new standard for what’s possible when brands trust their instincts and lean into the unexpected. We hope this work serves as a reminder that the greatest opportunities often hide inside the biggest challenges, and that crisis, handled with creativity and courage, can become a brand’s finest moment.”
APAC Winners
Silver Lion
- Ogilvy Singapore, ‘Vaseline Originals’ for Vaseline
- Ogilvy Singapore, ‘Vaseline Originals’ for Vaseline
Bronze Lion
- Ogilvy, Shanghai, ‘Viagra Blue Brands’ for Viatris
Social & Creator Lions
The Social & Creator Lions received 1,413 entries, with 44 Lions awarded: 8 Gold, 14 Silver, and 21 Bronze. The Grand Prix was presented to ‘Could Have Been a Heineken’, for Heineken, by LePub, Milan, which transformed WhatsApp voice notes into an invitation to reconnect, rewarding people for stepping away from their screens and sharing a beer in person.
“Voice notes make connection easier, faster. But for a new social behaviour – do they really make us more social?” said Mihnea Gheorghiu, Global Chief Creative Officer, LePub, and Social & Creator Lions Jury President.
“Heineken makes a beautifully crafted argument that a long voice note is best delivered in person. Whether you love voice notes or hate them, you can’t really argue with that. The Jury decided to award the Grand Prix for its social-first simplicity and iconicity, and for converting a new social behaviour into the oldest social behaviour.”
APAC Winners
Gold Lion
- Leo, Singapore, ‘Vaseline and the Real Nigerian Prince’ for Vaseline
- Ogilvy Singapore, ‘Vaseline Originals’ for Vaseline
Silver Lion
- McCann New York / McCann New Zealand, Auckland, ‘Expensive Sh*t’ for Huggies
Bronze Lion
- Leo, Singapore, ‘Vaseline and the Real Nigerian Prince’ for Vaseline
Special Awards were also awarded:
Media Network of the Year:
1. Carat
2. OMD Worldwide
3. PHD Worldwide
Healthcare Agency of the Year:
1. Burson, London, United Kingdom
2. Golin Ketchum, London, United Kingdom
3. Ninch Company, Buenos Aires, Argentina
