{"id":8720,"date":"2025-06-16T01:54:01","date_gmt":"2025-06-16T05:54:01","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/06\/16\/cannes-lions-2025-and-the-shape-of-creative-bravery\/"},"modified":"2025-06-16T14:10:53","modified_gmt":"2025-06-16T18:10:53","slug":"cannes-lions-2025-and-the-shape-of-creative-bravery","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/cannes-lions-2025-and-the-shape-of-creative-bravery\/8720\/","title":{"rendered":"Cannes Lions 2025 and The Shape of Creative Bravery"},"content":{"rendered":"\n

By R. Larsson, Advertising Week<\/em><\/p>\n\n\n\n\n\n

As the industry\u2019s biggest stage prepares to spotlight the best in global creativity, Cannes Lions 2025 promises a showcase of campaigns that don\u2019t just sell – they stand for something. From emotionally resonant storytelling to AI-powered one-upmanship, this year\u2019s frontrunners are rewriting the rules of engagement. Insight-led, culturally tuned, and unafraid to provoke, these campaigns reflect a broader shift: brands are no longer just chasing attention; they\u2019re earning relevance.<\/p>\n\n\n\n\n\n\n\n

We asked leading voices from across the creative landscape what they\u2019ll be watching for on the Croisette. The result? A spotlight on work that breaks taboos, builds bridges, and brings bold experiences to life. Here are the campaigns and trends they believe could take home Lions this year.<\/p>\n\n\n\n\n

Sharon Jiggins, Managing Partner at 23red, part of Capgemini Invent<\/strong><\/h2>\n

McDonalds The \u2018Meal\u2019<\/strong><\/a><\/p>\n\n\n\n\n\n

What stood out to me about this campaign was how insightfully it challenged the ingrained expectation that children should always be happy. By wiping the smile from its iconic Happy Meal boxes, McDonald\u2019s used one of its most recognisable brand assets to open up a national conversation about children\u2019s mental health. Grounded in behavioural insight and evidence, the campaign reframed emotional expression as something to be encouraged rather than masked. The addition of stickers as a conversation starter was a simple yet powerful tool -creating a shared, age-appropriate way for parents and children to explore feelings together.<\/p>\n\n\n\n\n\n

Samsung \u2013 The Worst Children\u2019s Library<\/strong><\/a><\/p>\n\n\n\n\n\n

This campaign powerfully demonstrated how brands can take a clear stand on digital safety while staying commercially relevant. Samsung transformed the familiar symbol of a children\u2019s library into a confronting installation: a collection of over 1,000 disturbing, fake book titles, all based on real search data to expose the dark and dangerous content children are regularly exposed to online. Titles like \u201c100 Ways to Self-Harm\u201d and \u201cCruel Ways to Kill Animals\u201d made the threat visceral and impossible to ignore. It was a stark, emotional way to highlight an urgent issue, and crucially, Samsung used the moment to showcase its own tools and technology designed to protect young users – demonstrating that purpose-led work can also promote product relevance and innovation. A brilliant example of brand responsibility and business strategy working hand in hand.<\/p>\n\n\n\n\n\n

Bodyform <\/strong><\/a>\u2013<\/em><\/a> Never Just a Period<\/strong><\/a><\/p>\n\n\n\n\n\n

Bold, empathetic, and brilliantly executed, Bodyform\u2019s Never Just a Period<\/em> campaign is a standout example of how brands can challenge taboos while connecting deeply with audiences. Through powerful storytelling, it confronts the many complex realities behind menstruation, pain, stigma, misunderstanding and does so with a rare mix of raw honesty, emotional depth, and a touch of humour. The campaign doesn’t just seek attention; it earns trust, sparks conversation, and dismantles long-held myths. Crucially, it also reinforces Bodyform\u2019s long-term brand platform and commercial positioning in a highly competitive category. At Cannes, I\u2019ll be watching for more work like this – campaigns that celebrate the full spectrum of women\u2019s experiences while driving cultural and commercial impact.<\/p>\n\n\n\n\n

Dave Stein, Senior Partner, Lippincott<\/strong><\/h2>\n

There is a theme for the ads that I personally love, and think will perform well at Cannes: unity. I think the brands that can bridge divides and focus on common ground are the brands that will win in the future. People\u2019s appetite for division is limited, and if you appeal to the best versions of consumers\u2014the versions that recognize that differences are strengths and that you, \u201cdon\u2019t need to be friends with someone to wave hello\u201d \u2013 you\u2019ll rise to become the Go-to brands of the future. And, so, with that in mind, a few that I think have real potential at Cannes are:<\/p>\n\n\n\n\n\n

Jeep Owner\u2019s Manual\u201d with Harrison Ford.<\/strong><\/a> A lot of people were turned off by it, but I really admired it. I respected this ad because it was built from insight that some things can find their way to the middle, and that thing for Jeep is freedom. It rang authentic for me, because I do associate freedom with Jeep\u2014freedom to adventure, to explore, to choose. There might not be any other auto brand out there that can more credibly own the attribute of \u201cfreedom (of choice)\u201d than Jeep. You combine that with the execution of a true-blue Hollywood director and an iconic superstar, and you have one very memorable and powerful ad.<\/p>\n\n\n\n\n\n

Two more that I loved because of the raw emotion they conjured in my brain around unity:<\/p>\n\n\n\n\n\n

Rocket Mortgage\u2019s \u201cTake Me Home\u201d ad.<\/strong><\/a> It was a beautifully shot \u2018story\u2019 (hard to even call it an ad) of the American Dream. \u201cOwn the Dream\u201d is a masterful essence for the brand and the original footage shot and shown here pretty flawlessly communicates what we all feel about home ownership. Everyone who has gotten to that milestone feels those raw emotions on display on the spot and it creates this connection with Rocket that is hard to replicate. I think the \u201cget everyone to sing in the stadium\u201d bit at the end fell flat because people in the stands just didn\u2019t understand what was going on, but this kind of risk-taking should be celebrated. We need to see more of it.<\/p>\n\n\n\n\n\n

Guinness\u2019s \u201cLovely Day\u201d<\/strong><\/a> was another visceral piece of storytelling that, without any dialogue, told a story of togetherness that is not only highly relevant for today\u2019s divided times, but also just baked in absolute brand authenticity and the insight that humans ultimately just care about each other. What a lovely way to depict the character of the brand.<\/p>\n\n\n\n\n

Bhavesh Unadkat, VP of brand, marketing and content services, frog<\/strong><\/h2>\n

Burger King versus McDonald\u2019s: Battle of AI ads<\/u><\/strong><\/p>\n\n\n\n\n\n\n\n

I\u2019m excited to see the battle of the AI ads this year! The Burger King vs McDonald\u2019s campaign is a great example of how brands can intelligently leverage AI to (hopefully) drive independent insights and validate their unique selling point \u2013 with McDonald\u2019s focusing on their \u2018iconic\u2019 status, while Burger King emphasized the size of the \u2018Whopper\u2019. Each brand was able to reinforce their strategic position, whilst engaging consumers in an innovative light-hearted way.<\/p>\n\n\n\n\n\n

Cadbury\u2019s: Made to share<\/u><\/strong><\/p>\n\n\n\n\n\n\n\n

The Cadbury\u2019s \u2018Made to Share\u2019 campaign raised the bar for marketing in 2025. By tapping into universal themes like generosity and appreciation of small, everyday acts of kindness \u2013 like cooking a meal \u2013 they were able to emotionally resonate with consumers in a unique way, whilst reinforcing their identity centred around the feeling of togetherness. Highly deserving of industry recognition!<\/p>\n\n\n\n\n\n

Togethxr \u2013 Everyone Watches Women\u2019s Sports<\/u><\/strong><\/p>\n\n\n\n\n\n\n\n

This campaign is an inspiring example of how impactful messaging can be used to challenge stereotypes, like \u2018no one watches women\u2019s sports\u2019. I think it\u2019s fantastic that the company have so successfully shed light on such an important topic. The success of the campaign highlights the power of purpose-driven marketing and is a brilliant win for women in sport.<\/p>\n\n\n\n\n

Adam Charles, Chief Growth Officer, Sparks<\/strong><\/h2>\n

This year\u2019s experiential campaigns are redefining the playbook for brand engagement – bold, immersive and built for buzz.<\/p>\n\n\n\n\n\n

Amazon\u2019s A\u2019Maison<\/a> in Cannes turned a parking lot into a multi-sensory cultural village, blending fashion, tech and art in a high-style playground. It wasn\u2019t just a space, it was a statement – Amazon as a lifestyle, not just a logistics brand.<\/p>\n\n\n\n\n\n

Meta\u2019s Reels Cinema<\/a>, crafted by Es Devlin, blurred the line between tech and art. With a bespoke vertical film and an AI-infused design, it captured the storytelling potential of Reels in a way that felt genuinely elevated \u2014 not just branded content, but branded culture.<\/p>\n\n\n\n\n\n

Then there was Pop-Tarts\u2019 Edible Mascot<\/a> moment – yes, they literally toasted their mascot and served it on the field post-game. Absurd? Absolutely. But also unforgettable, hilarious and perfectly on-brand for a Gen Z audience that lives for the surreal.<\/p>\n\n\n\n\n\n\n\n

These aren\u2019t just ads. They\u2019re physical, social, and shareable experiences – the kind Cannes Lions loves to reward. Expect to see them on the shortlists.<\/p>\n","protected":false},"excerpt":{"rendered":"

We asked leading voices from across the creative landscape what they\u2019ll be watching for on the Croisette.<\/p>\n","protected":false},"author":7,"featured_media":8721,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-8720","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"\nCannes Lions 2025 and The Shape of Creative Bravery | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/cannes-lions-2025-and-the-shape-of-creative-bravery\/8720\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" 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