Cannes Lions International Festival of Creativity #1
The six campaigns that took home the Grand Prix and rewrote the rules of the game - through innovation, boldness, and cultural relevance.
Once again this year, the Cannes Lions International Festival of Creativity honored the very best in global creative work, awarding projects that stood out not only for their originality but also for the real-world impact they made. Here are the six campaigns that took home the first Grand Prix awards of 2025.
One Second Ads - Africa Creative DDB (São Paulo) for Budweiser
In the world of advertising, sometimes all it takes is one second to win it all. That’s the case with One Second Ads, Budweiser’s campaign created by Africa Creative DDB (São Paulo), which won the Grand Prix in the Audio & Radio category at Cannes Lions 2025.
The idea was as simple as it was brilliant: one-second-long spots featuring just the first note of a globally famous song. The goal? To challenge fans to guess the track from that single, fleeting moment.
The campaign was designed natively for TikTok, where attention spans are short and content must be immediate. Budweiser eliminated the possibility of users skipping the ad and created a viral mechanic: each video became a musical quiz that sparked comments, challenges, and shares. Those who guessed correctly were rewarded with something tangible - a beer coupon.
Vaseline Verified - Ogilvy Singapore for Unilever
A campaign that cleverly combined humor, scientific rigor, and digital savvy. Vaseline Verified, created by Ogilvy Singapore for Unilever, won the Grand Prix in the Health & Wellness category with a campaign that brought science back into the social media conversation.
More than 6,000 viral hacks shared by users were tested in Vaseline's labs by real scientists. Only the ones that proved scientifically sound received the Vaseline Verified seal. The result? A credible, engaging narrative that turned user-generated content into a powerful driver of brand trust.
Make Love Last - Bedroom by Ogilvy Shanghai for Viatris
In a sensitive market like China, where direct-to-consumer pharmaceutical advertising is banned and intimacy is still taboo, Ogilvy Shanghai won the Grand Prix in the Pharma category with a bold and poetic approach.
Make Love Last – Bedroom tells the everyday stories of three couples through time-lapse visuals, never mentioning the brand. The campaign features elegant art direction and speaks of intimacy, love, and endurance - perfectly aligned with the product promise (Viagra) - all while respecting local regulations.
Launched on Valentine’s Day, the campaign navigated communication restrictions with a blend of emotional storytelling and regulatory compliance. The result: an open, sincere dialogue that resonated emotionally and legally.
Price Packs - Serviceplan Group for PENNY
In a market dominated by price wars, PENNY chose to turn price itself into the hero of its communication. With Price Packs, Serviceplan Munich created a limited-edition line of packaging where the cost was the central design element - winning the Grand Prix in the Print & Publishing category.
The innovation was bold and visually disruptive. Five products - oats, toast, salt, fries, and mayonnaise - were relaunched with packaging that displayed their lowest guaranteed prices in massive, bold lettering on bright-colored backgrounds.
Phone Break - VML Praga, for KitKat
KitKat once again focused on the idea of taking a break - but with a message perfectly tuned to the times. In Phone Break, the Grand Prix-winning campaign in the Outdoor category by VML Czechia, the brand tackled smartphone addiction with cleverness and visual wit.
The visuals show familiar scenes—people waiting for buses, sitting in cafes, walking down the street - all looking downward. But there’s no phone in sight. Instead, they’re holding a KitKat. No voiceovers or copy - just striking red backgrounds and a silent question: Is this really your idea of a break?
Olympic Games Opening Ceremony Paris 2024 - Paname 24 & Havas Group
The Opening Ceremony of the Paris 2024 Olympic Games, created by Paname 24 and Havas Paris, received the second Grand Prix in the Outdoor category.
What we witnessed during the Games’ opening wasn’t just a celebration of sport—it was a powerful visual and political narrative. A bold statement in support of inclusivity, LGBTQ+ rights, women’s freedom, and racial equality. A message that, from the Seine River, reached over 2 billion viewers around the world.
The wave doesn’t stop here.
We’ll be back with more stories shaping the future of brands, tech and culture. Catch the next wave with us.