Cannes Lions 2025: Film, Titanium, Glass and SDG winners

Film Lions

Headed by Kate Stanners, Global CCO of Saatchi & Saatchi, the Film Lions jury awarded two Grands Prix this year. 

Since 2012 the festival has permitted two Grands Prix in Film to allow the jury to contemplate longer and shorter form work separately and, this year, we saw one campaign from London and one from Paris pick up the big prize.

4Creative's spot, Considering What?, picked up the more 'traditional' (though still two-minutes-and-twenty-seconds-long) Grand Prix for Channel 4's coverage of last year's Paralympic Games in Paris. 

"Film has never ben more so vibrant and important."

Of the category as a whole, Stanners said that "film has never ben more so vibrant and important" and that it is "the essential media". She also said that, during judging, the jury was looking for work that had "unreasonable power to elicit emotion, and that's what [Considering What?] did". The spot was directed by Steve Rogers through Biscuit Filmworks and Revolver. 

Above: 4Creative's Considering What?.

The second Film Grand Prix was awarded to McCann Paris for The Final Copy of Ilon Specht, for L'Oreal, which tells the story of the creator of L'Oreal's famous line, 'Because I'm worth it', and unpacks the feminist origins behind the work in an 18 minute documentary. Stanners commented that "like the best films, I felt [this campaign] was made for me", and that "the filmmaking was exquisite, and it drew me in, and made me feel very different about that line and that brand". 

"Like the best films, I felt [this campaign] was made for me."

On top of the two Grands Prix, there were 27 bronze Lions awarded in this category, 15 silvers and eight golds, with other notable winners being Libresse's Never Just a Period, Telstra's Better on a Better Network, and Apple's Find Your Friends, each of which picked up a gold Lion. 

See the full list of winners on the Cannes Lions site.

Above: The Grand Prix-winning The Final Copy of Ilon Specht, for L'Oreal. 

Titanium Lions

Headed by Judy John, the Global ECD of Edelman, the Titanium jury awarded three Lions and one Grand Prix in 2025, with the Grand Prix handed to Publicis Conseil Paris for their campaign for AXA insurance, Three Words. John said the jury's aim was to "find the first domino that would move, inspire and change the industry", and with AXA's campaign, they felt that they did.

"An instant and unanimous decision."

The campaign inserted a clause into all of it's French home insurance policies which allowed coverage for those people who were victims of domestic violence, so that the company covered its policy holders for 'floods, fires, natural disasters...' plus the three important words '... and domestic violence'. John said it was "an instant and unanimous decision, and I've never seen that on a jury before". 

The three gold winners were for the Academy of Motion Picture Arts & Sciences, Pedigree and Vaseline for, respectively, Captioning with Intention, Pedigree Caramelo and Vaseline Verified.  

See the full list of winners on the Cannes Lions site. 

Above: AXA's Titanium-winning Three Words campaign.

Sustainable Development Goals Lions

Josy Paul, Chairperson and CCO of BBDO India and this year's SDG Lions jury president, said of the the SDG category that "it is a Lion which has the power to influence, impact and rearrange the world," and that the jury in this category "weren't just judging ideas, but also impact". 

There were seven bronze Lions, four silvers and four golds handed out, with the Grand Prix going to Africa Creative DDB Sao Paulo for it's campaign for Natura called The Amazon Greenventory, which used AI and drone technology to map large swathes of the Amazon forest, enabling those who live in the region to find the fruits and other products which allow them to sustainably create income. 

"A Lion which has the power to influence, impact and rearrange the world."

"Good work informs, but great work transforms," said Paul, "and [The Amazon Greenventory] doesn't just create impressions, but leaves a lasting impression."

See the full list of winners on the Cannes Lions site. 

Above: Natura's The Amazon Greenventory won this year's Sustainable Development Goals Lion.

Glass: The Lion for Change

The 2025 Glass Lion saw four bronze, two silver and one gold Lion awarded, with the Grand Prix headed to Ogilvy UK for its Dove campaign, Real Beauty: How a Soap Brand Created a Global Self-Esteem Movement.

KR Liu, the Global Head of Product Innovation & Marketing at Google, headed the jury and explained how the Dove campaign examined how the brand has revolutionised women's relationships with their bodies, and how Dove communicates with its customers. 

"It is a fantastic demonstration of how driving social change is good for business."

Liu said that for this category the jury "looked for work that didn't just speak to a moment, but work that shaped where we are going". Liu added that the Dove work "stood out for its unwavering commitment not just to trends, but to the truth".

The gold winner went to Dentsu Inc Tokyo for its Heralbony campaign, while the two silver winners were AXA, for Three Words, and Last Prisoner Project for The Pen to Right History.   

Above: Dove's Real Beauty: How a Soap Brand Created a Global Self-Esteem Movement which won the Glass Lion.

See the full list of winners on the Cannes Lions site.

Grand Prix for Good

With charity and PSA ads unable to win Grands Prix in any of the main categories across the Cannes Lions event, this category takes all of the gold Lion winners across the week to find out who get the top prize. 

Judged by the Titanium jury, this year's GP for Good went to New Zealand Herpes Foundation for it's The Best Place in the World to Have Herpes campaign, created by FINCH Sydney and Motion Sickness Auckland.

"A brave and outrageously creative idea."

Judy John said it was "a brave and outrageously creative idea that played into national pride" and that its creativity was "off the charts and its execution was "flawless".