Cannes Lions has revealed the 2025 shortlist for the Dan Wieden Titanium Lions, one of the most prestigious prizes in the advertising industry.
The Titanium Lions—the most coveted award at the festival—recognizes game-changing creativity that progresses the industry. The 2025 jury is led by Judy John, global chief creative officer of Edelman.
This year, 18 pieces of work out of 187 entries made the Titanium shortlist.
They include campaigns such as e.l.f. Beauty’s “So Many Dicks,” which challenged the lack of gender diversity in corporate boardrooms; Heineken’s “Pub Succession,” which sought a successor to take over a rural Irish pub; and “The Final Copy of Ilon Specht,” a documentary from L’Oréal Paris and McCann about the woman who coined the cosmetic brand’s iconic tagline, “Because I’m Worth It.”
Serviceplan, Publicis Conseil, and Ogilvy each have two campaigns on the list. Mastercard, Unilever, Powerade, and AXA are also among the shortlisted advertisers.
Winners will be revealed during the Cannes Lions awards ceremony on Friday, June 20.
The full shortlist is below.
- Penny “Price Packs” by Serviceplan
- Billy Boy “Camdom” by Innocean Berlin
- EDF “The Flame that Wasn’t a Flame” by BETC
- E.l.f Beauty “So Many Dicks” by Oberland
- AXA “Three Words” by Publicis Conseil
- Orange “Safer Phone” by Publicis Conseil
- Heineken “Pub Succession” by LePub
- Indian Railways’ “Lucky Yatra” by FCB India
- Finch “36 Months”
- Ministry of Foreign Affairs of Ukraine and Kernel, “Minefield Honey: Harvesting Hope” by Saatchi & Saatchi Ukraine
- L’Oréal Paris “The Final Copy of Ilon Specht” by McCann
- Sphere Entertainment “Sphere” by Sphere Studios
- Academy of Motion Picture Arts & Sciences, Rakish, Chicago Hearing Society “Caption With Intention” by FCB Chicago
- Pedigree “Caramelo” by AlmapBBDO
- Mastercard “Life Donor Card” by MRM Germany
- Unilever “Vaseline Verified” by Ogilvy
- Herconomy “Breastmilk Money” by Serviceplan
- Powerade “The Athletes Code” by Ogilvy
