Cannes Lions 2025 has concluded, and after some drama and withdrawn entries, we dived into the results to see which campaigns resonated most deeply with juries. Beyond the shimmering trophies, the real question is: Why did these five campaigns capture the hearts of the judges? We’ve analyzed the top five winners—based on total Lions—and uncover what set them apart in the jury room.
11 Lions: Captions with Intention
FCB Chicago for ACADEMY OF MOTION PICTURE ARTS & SCIENCES – RAKISH – CHICAGO HEARING SOCIETY
Six years in the making, this work transforms basic closed captions in film and TV into a dynamic visual experience to better serve deaf and hard-of-hearing viewers – using animated typography, color cues, and timing to convey tone, identity, pacing, even emotion. Recognised by the Academy of Motion Picture Arts & Sciences to assist in reaching industry inclusion standards, it redefines how stories can be felt, not just heard.
Results:
- 3 Grand Prix (Brand Experience & Activation, Design, Digital Craft)
- 1 Titanium Lion
- 3 Gold (Digital Craft, Entertainment, Innovation)
- 2 Silver (Brand Experience & Activation, Entertainment)
- 2 Bronze (Brand Experience & Activation, Creative B2B)
- 10 Shortlist (3x Design, 2x Digital Craft, 2x Creative B2B, 2x Entertainment, Innovation)
Total Entered: 22
Jury Insights:
Tara Ford, Chief Creative Officer at Droga5 UKI and Brand Experience & Activation Lions jury president, said about Caption with Intention: “You can feel the difference in the experience. It’s more immersive, it’s more immediate. It’s also beautifully crafted and beautifully simple. It’s something we felt would become part of culture.”
In the Design jury, jury president Jessica Walsh, founder & creative director, &Walsh, said, “This Grand Prix winner excelled as it masterfully married strong design with a greater idea and purpose. For over 50 years, captions for film and TV have been largely unchanged, designed to be solely functional. ‘Caption with Intention’ is a design system that brings emotion and depth and context into the caption experience. Designed alongside the Deaf and Hard of Hearing community to make films more accessible, it will transform the viewing experience for anyone using captions.”
And in Digital Craft, jury president Naoki Tanaka, chief creative officer, Dentsu Lab, said about the campaign that it “[..] offered a brilliantly simple solution to a long-overlooked problem: making cinema truly accessible. By dynamically adapting captions to voice characteristics, the work balanced functionality and design with exceptional craft. A small innovation with enormous human impact.”
10 Lions: AXA - Three Words
Publicis Soleil, Paris for AXA
As in many countries, domestic violence is a pervasive issue in France. Recognizing that escaping an abusive home can be nearly impossible, insurer AXA quietly added the phrase “and domestic violence” to its home insurance policies. This simple policy amendment extends coverage and support— from a dedicated helpline to emergency housing— to those in need. In just three words, AXA sparked a structural shift that goes beyond raising awareness: it delivers real, tangible help when it matters most.
Results:
- 3 Grand Prix (Titanium, Creative Business Transformation, Direct)
- 2 Gold (Creative Strategy, PR)
- 4 Silver (Creative Strategy, Direct, Glass, PR)
- 1 Bronze (Direct)
- 7 Shortlist (2x PR, 3x Creative Business, Glass, Creative Strategy)
Total Entered: 23
Jury Insights:
“We discovered that three words can change the world, and will change the insurance industry. These three simple words in a contract changed lives, their outcomes, and an industry.” said Judy John, Edelman’s global chief creative officer and the jury president for the Dan Wieden Titanium Lion. “When the Titanium jury set out to find a Grand Prix idea, we wanted the first domino in a movement. ‘Three Words’ was that idea, and our decision was instant and unanimous.”
Creative Business Transformation jury president Jane Lin-Baden, CEO APAC of Publicis Groupe, said, “AXA has created a systematic commercial solution for a systemic problem. This purposeful idea resets the category by turning a centuries-old, commoditised product into a driver of brand preference and growth, redefining the category of ‘home insurance’. This is what Creative Business Transformation is all about: a simple, powerful idea with maximum transformative power for business and people.”
Lastly, Direct 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.”
9 Lions: Vaseline Verified
Ogilvy Singapore for VASELINE
“Vaseline Verified” ingeniously transformed over 6,000 viral user-generated beauty hacks into scientifically validated truths. In playful, lab-style videos, the Vaseline team rigorously tested community-sourced tips— from skincare shortcuts to household solutions—awarding the “Vaseline Verified” seal to effective ones and debunking harmful myths. By blending authentic social content with dermatologist-backed research, the campaign reinforced Vaseline Jelly’s versatility and trustworthiness, celebrating community ingenuity while cementing its status as the enduring “Wonder Jelly.”
Results:
- 2 Grand Prix (Health & Wellness, Social & Creator)
- 1 Titanium Lion
- 1 Gold (Media)
- 4 Silver (Direct, Media, PR, Social & Creator)
- 1 Bronze (PR)
- 6 Shortlist (Direct, 2x PR, 2x Social & Creator, 1x Health & Wellness)
Total Entered: 24
Jury Insights:
Social & Creator jury president Beth Keamy, chief digital officer, TBWA\Media Arts Lab, had the following to say about the campaign: “’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 behaviours allows Vaseline to authentically meet, and help, its audience exactly where they are.”
On the Health & Wellness grand prix, jury president Eric Weisberg said “What so unified our jury is joy in the face of adversity. This work that we celebrate brings joy as an act of rebellion,”, praising the campaign’s joyful tone and its role on combating the misinformation online.
9 Lions: Lucky Yatra
FCB India, Mumbia for Indian Railways
To curb ticketless travel in Mumbai, Indian Railways transformed the ticketing system into a lottery—every ticket purchased offered entry into a draw. This culturally attuned twist reduced fare evasion while reigniting interest and trust in train travel.
Results:
- 1 Grand Prix (PR)
- 6 Gold (Brand Experience & Activation, Creative Business Transformation, Creative Commerce, Direct, Outdoor, PR)
- 1 Silver (PR)
- 1 Bronze (Outdoor)
- 9 Shortlist (2x Brand Experience & Activation, Creative Business Transformation, Creative Commerce, Direct, 2x Outdoor, PR, Titanium)
Total Entered: 25
Jury Insights:
“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“, says PR jury president Tom Beckman, Global Chief Creative Officer, Weber Shandwick. “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.”
9 Lions: Price Packs
Serviceplan, Munich for PENNY
German discount supermarket chain Penny turned product pricing into design and printed stable prices directly onto retailer grocery packaging, turning labels into storytellers and messaging about Penny’s commitment to low prices. The campaign used everyday packaging to create a powerful social message – and successfully sold 1.4 million products within 4 weeks.
Results:
- 1 Grand Prix (Print & Publishing)
- 3 Gold (Brand Experience & Activation, Direct, Outdoor)
- 3 Silver (Brand Experience & Activation, Creative Commerce, Design)
- 2 Bronze (Design, Direct)
- 9 Shortlist (Creative Commerce, 2x Outdoor, 5x Print & Publishing, Titanium)
Total Entered: 30
Jury Insights:
Icaro Doria, jury president for Print & Publishing and former DM9’s president and chief creative officer, said: “This idea is print, publishing, it’s packaging, it’s price and it’s position – the 5 Ps in every marketing book. It’s such a massive yet simple and elegant statement from the brand. They’ve done an amazing job to set up what Penny stands for.”
These five campaigns shine not through spectacle but through profound human insight. From transforming captions to redefine inclusion, to three words that opened doorways to safety; from debunking misinformation with joyful science to tapping cultural beliefs to rebuild trust; and finally, using everyday packaging to tell a powerful story—each winning idea demonstrates how creativity grounded in real-world challenges can spark lasting change.
