Watch All the Cannes Lions 2025 Grand Prix Winners

Each year, the Cannes Lions festival honors the best creativity of the advertising industry. 

Any trophy can be a game-changer for a business or career, but the most coveted prize in each category is the Grand Prix. 

ADWEEK is rounding up the Grand Prix winners from every category throughout the festival.

Pharma Lions

Drug maker Viatris’ “Make Love Last” campaign for Viagra by Ogilvy Shanghai repositions the brand with an emotional, cinematic narrative focused on intimacy and long-term relationships. The campaign marks a departure from more clinical or humor-driven approaches, and was praised for its film craft and cultural sensitivity.

Health & Wellness Lions

Unilever’s Vaseline won the Grand Prix in Health and Wellness with “Vaseline Verified.” Created by Ogilvy Singapore, the campaign used social media creators to combat skincare misinformation online. The effort stood out for addressing health literacy in underserved communities and using platform-native storytelling to restore trust in science.

Health Grand Prix for Good

The New Zealand Herpes Foundation won the Grand Prix for Good for “The Best Place in the World to Have Herpes.” Developed by Finch and Motion Sickness, the campaign reframed stigma around sexually transmitted infections through bold humor and transparency. With help from real patients, the campaign used outdoor, digital, and long-form content to drive destigmatization and raise awareness globally.

Audio & Radio Lions

Budweiser won the Audio & Radio Grand Prix for “One Second Ads.” Created by Africa Creative and DDB out of Brazil, the campaign features the first notes and/or beats of some of the world’s most popular songs with the aim of reaching music fans. “One Second Ads” earned Budweiser 68 million impressions across TikTok, and won not just the Grand Prix but also a Gold Lion.

Print & Publishing Lions

Penny earned the Print & Publishing Grand Prix for “Price Packs.” To highlight its commitment to price stability amid inflation, the German supermarket chain redesigned the packaging of some of its most popular grocery items to include the price. “If you print it on the packaging, you can’t change it. That’s our promise to our consumers,” said Werner Hesse-Quack, Penny’s head of brand marketing. The campaign, created by Serviceplan Munich, launched in September and generated $190 million in earned media, as well as a sales increase.

Outdoor Lions

The Paris 2024 Olympic Games Opening Ceremony and KitKat each won an Outdoor Grand Prix. 

Amid a world rife with divisive political turmoil, the former celebrated togetherness with song and dance performances to usher in last year’s summer games. Meanwhile, KitKat’s “Phone Break” ads by VML Czechia call out incessant phone use, with scenes of people holding KitKat bars instead of their devices to highlight how often people reach for their phones.