Day three of the Cannes Lions International Festival of Creativity saw the winners revealed of the Creative Data Lions, Direct Lions, Media Lions, PR Lions, and Social & Creator Lions.
Simon Cook, CEO, LIONS, said: “Huge congratulations to all our Lion winners, whose groundbreaking work demonstrates how powerful creativity can be to transform data into insights, communications into movements, and ideas into cultural impact.”
Creative B2B Lions
A total of 417 entries have been judged, and 13 Lions were awarded: two Gold, four Silver, six Bronze. The Grand Prix went to ‘B2B: Act Like You Know’ for GoDaddy Airo by GoDaddy, Tempe, AZ, United States.
The internet domain registry GoDaddy partnered with actor Walton Goggins to launch a believable eyewear business to introduce its AI-powered tool to illustrate how small businesses can establish and grow their online presence with ease.
Commenting on the Grand Prix, Jury President Wendy Walker, VP Marketing ASEAN, Salesforce, said: “This year’s Grand Prix stood out for its boldness, confident execution, and pure B2B creativity. Built on a universal human insight, it demonstrated the product by bringing humour and entertainment into a B2B context and delivered real business impact. From timely influencer use to measurable impact across multiple channels, it delivered on every level, proving that B2B can be bold, entertaining, and brilliantly effective.”
GoDaddy, based in Tempe, AZ, won its first-ever Cannes Lion award – marking both its debut entry and immediate triumph in this Award.
Creative Data Lions
Of the 597 entries received, 18 Lions were awarded: three Gold, seven Silver, and seven Bronze Lions together with the Grand Prix, which was won by ‘Efficient Way To Pay’ for Consul Appliances by DM9, São Paulo.
The campaign launched a new business model for the brand where low-income Brazilian families trial energy-efficient appliances and pay for them using the money saved on their utility bills.
Tina Allan, Global Chief Data and Intelligence Officer, FCB, and Jury President, said: “This year’s Creative Data Grand Prix winner, ‘More Efficient Way to Pay’, set a new benchmark for how data can drive both innovation and meaningful impact. By making data visible, actionable, and human-centered, this work showed what’s possible when data serves real people. It redefined how we think about financing and proved that creative data can help brands become true partners in solving real-world challenges – for communities, businesses, and beyond.”
Entries into the Creative Data Lions grew by a staggering 63.1% year on year, attracting an additional 231 entries.
Direct Lions
From 2038 entries received, 60 Lions were awarded: ten Gold, 20 Silver, 29 Bronze, and the Grand Prix, which was won by ‘AXA – Three Words’ for AXA by Publicis Conseil, Paris.
The campaign saw the three words “and domestic violence” added to the most common insurance contract in France, to give women a way out of abusive relationships.
Jury President Gaëtan du Peloux, President and Chief Creative Officer, Marcel, commented: “We have awarded the three little words that are undoubtedly the most powerful. This groundbreaking idea sets a new standard and will have a lasting impact on consumers, the brand, and the entire category. It’s the kind of idea that, even 10 years from now, everyone will still remember.”
France won its first Direct Lions Grand Prix with ‘AXA – Three Words’ by Publicis Conseil for AXA.
Media Lions
From 2058 entries received, 66 Lions were awarded: 12 Gold, 22 Silver, 31 Bronze and the Grand Prix that went to ‘Dove Real Beauty Redefined for the AI Era’ for Dove by Mindshare, New York.
Dove sought to counter the unrealistic beauty standards being perpetuated by AI by partnering with Pinterest to transform its algorithm, ensuring AI technology showcased a wider spectrum of beauty.
Dan Clays, CEO, Omnicom Media Group, EMEA, and Jury President, said: “Dove has embraced the very technology that is distorting the notion of real beauty in today’s media ecosystem and partnered with a platform to not only generate and showcase content for women that elevates a more authentic version of real beauty but also serves as a source of highly impactful media for the brand across multiple channels and in commerce. In keeping with the brand story, Dove doesn’t over-claim to have solved the problem across platforms. But in 2025, the Jury felt the work reflected real optimism for how brands can embrace the future of media creativity.”
Media Lions entries continue to grow for the fourth consecutive year, up 9% year on year (170 entries), driven largely by the FMCG sector which is up 20% year on year (126 entries).
PR Lions
From 1537 entries received, 44 Lions were awarded: eight Gold, 14 Silver, 21 Bronze. The Grand Prix was awarded to ‘Lucky Yatra’ for Indian Railways by FCB India, Mumbai.
To take the frustration out of ticket purchasing, the campaign saw every Indian Railways ticket turn into a lottery ticket, giving passengers a new reason to pay, while tapping into India’s deep cultural belief in luck.
Jury President Tom Beckman, Global Chief Creative Officer, Weber Shandwick, said: “The biggest theme this year was services. A majority of the standout work was from service companies like banks and financial institutions, but also product brands adding newsworthy services to their products.”
“The Grand Prix winner is a reflection of this main theme – twisting the design of their service to address a major business problem. It had engagement, likeability, talkability and integration. Selecting the Grand Prix didn’t take long.”
India won its first-ever Grand Prix in the PR Lions in 2025 with a campaign from FCB India for Indian Railways.
Social & Creator Lions
From 1673 entries received, 50 Lions were awarded: seven Gold, 16 Silver, 26 Bronze and the Grand Prix that went to ‘Vaseline Verified’ for Unilever by Ogilvy, Singapore.
To counter the misuse of the petroleum jelly shown in ‘hacks’ on social media, ‘Vaseline Verified’ did not just correct misinformation, it redefined how a heritage brand shows up in a creator-led world.
Beth Keamy, Chief Digital Officer, TBWA\Media Arts Lab, and Jury President, said: “Vaseline Verified is a singular creative brand platform founded in the feed.The work embraced the duality of the social landscape – rooted in the truth of UCG’s ability to both help and harm – and tackled this challenge directly by bringing brand, community and creators together in one inevitable idea.The combination of joy, clarity and deeply native social behaviors allows Vaseline to authentically meet, and help, its audience exactly where they are.”
Belgium and Puerto Rico won their first-ever trophies in the Social & Creator Lions, each receiving a Bronze Lion.
The Media Network of the Year 2025 award goes to OMD Worldwide. In second place is Mindshare, followed by PHD Worldwide in third.
Winners of the Lions will be announced at the Award Shows taking place each evening throughout the Festival, from 16 to 20 June 2025. All shortlists and winners will also be available to view on The Work. Further information on Cannes Lions can be found at canneslions.com.
