As the dust settles on Cannes Lions 2025 and winners, we’ve sifted through the noise to share a pick of our favourite winners who caught our eye.
1. KitKat | Phone Break
Agency: VML Czechia
KitKat turned the world’s most reflexive habit, unlocking your phone, into a moment of mindful disruption. Billboards mimicked smartphone screens to deliver just one message: take a break by staring at a KitKat instead.
2. GoDaddy | Act Like You Know
Agency: Quality Meats
To launch its AI-powered brand builder, GoDaddy enlisted Walton Goggins to create an intentionally ridiculous personal brand, complete with spoof goggles, fake merch, and a deadpan founder story.
3. Budweiser | One Second Ad
Agency: Africa Creative
Budweiser dropped blink-and-you’ll-miss-it ads featuring just one second of famous songs, then challenged fans to ID them online. A smart play on attention spans and nostalgia, wrapped in a social guessing game.
4. Chicago Hearing Society | Caption With Intention
Agency: FCB Chicago
A new take on subtitles that treats accessibility not as an add-on but a design opportunity. Dynamic, animated captions helped reflect the mood, tone and delivery of speech, winning three Grand Prix.
5. Paris Olympics 2024 | Considering What?
Agency: 4Creative
This campaign flips the lens, asking not what Paralympic athletes can overcome, but what we assume in the first place. Visually powerful and narratively sharp, it invites self-reflection without sentimentality.
