Written by Kianna Best on Jun 17, 2025. Posted in Awards and Festivals

First Winners Announced at Cannes Lions 2025

The Cannes Lions International Festival of Creativity kicked off its 72nd edition yesterday, immediately announcing its first wave of awards across five core categories: Health & Wellness, Pharma, Outdoor, Audio & Radio, and Print & Publishing. These early recognitions set an influential tone for the week-long celebration of creativity, business impact, and social purpose.

Image courtesy of WPP

Out of 305 submissions, nine Pharma Lions were awarded (1 Gold, 3 Silver, 4 Bronze), with the prestigious Grand Prix claimed by Make Love Last – Bedroom for Viatris by Ogilvy Shanghai. This campaign explores intimacy via long‑exposure visuals to communicate product effectiveness, turning regulatory limitations into creative opportunity, according to Jury President Franklin Williams.

The Health & Wellness segment recognised 33 entries from 1,169 submissions (6 Gold, 11 Silver, 15 Bronze), handing its Grand Prix to Vaseline Verified (Unilever, Ogilvy Singapore). This initiative spotlighted viral skincare tips, testing and communicating results using scientific rigour. Jury President Eric Weisberg described it as a “bright light” in the battle against misinformation, blending creativity, science, and influencer culture to educate and transform.

Additionally, the UN-backed Lions Health Grand Prix for Good was awarded to The Best Place In The World To Have Herpes, a campaign by FINCH and Motion Sickness for the NZ Herpes Foundation. Through humour, data-driven stigma reduction, and a herpes-destigmatisation course, the campaign reframed a taboo subject, boosting national pride in New Zealand.

From 2,001 entries, Outdoor Lions awarded 57 Lions (9 Gold, 19 Silver, 27 Bronze), including two Grand Prix winners. KitKat’s Phone Break by VML Prague earned its Grand Prix for the Czech Republic’s first ever. The campaign disguised phones as KitKats across public scenes, commuters, pedestrians, friends, underscoring the brand’s “Have a break” ethos without logos or words. Jury President Keka Morelle praised its elegant visual metaphor on screen addiction.

The second, Paris 2024 Olympic Ceremony by Paname 24 and partners, reimagined the Olympic opening set across the Seine. Transforming the river into a 6km stage, it delivered a blockbuster Outdoor showcase of collective values that Meorelle termed “bold, unforgettable, and essential brand expression”.

From 714 entries, the Audio & Radio Lions recognised 21 works (3 Gold, 8 Silver, 9 Bronze). The Grand Prix went to Budweiser’s One Second Ads by Africa Creative DDB São Paulo: one‑second audio snippets of iconic songs prompting listeners to identify them via social platforms. Jury President Xolisa Dyeshana highlighted its flawless, medium-native execution.

Print & Publishing awarded 23 Lions from 769 entries (4 Gold, 8 Silver, 10 Bronze). The Grand Prix went to Serviceplan Munich’s “Price Packs” for PENNY—a packaging design starkly focused on price, reinforcing affordability through physical means. Jury President Icaro Doria praised its simplicity, elegance, and bold retail commitment.

Top honours went to healthcare networks FCB Health, Real Chemistry, and Ogilvy Health; with AREA 23 (IPG Health), 21Grams, and Ogilvy Health named agencies of the year .