On the fourth day of the 72nd Cannes Lions International Festival of Creativity, winners were announced across seven key categories: Creative Business Transformation, Creative Effectiveness, Creative Strategy, Luxury, Brand Experience & Activation, Innovation, and Creative Commerce.
The United States led the day with three Grand Prix honors, while France earned two. Denmark and the United Kingdom each secured one.
FCB Chicago took home its second Grand Prix of the festival for “Caption with Intention,” a groundbreaking collaboration with the Academy of Motion Picture Arts & Sciences, Rakish, and the Chicago Hearing Society.
The campaign, awarded in Brand Experience & Activation, reimagined film captioning using expressive typography, color-coded speaker cues, and animation, setting a new accessibility standard for Oscar submissions and redefining inclusion in visual storytelling.
In Creative Effectiveness, TBWA\Media Arts Lab Los Angeles was awarded the Grand Prix for Apple’s long-running Shot on iPhone campaign. Over a decade in the making, the campaign elevated user-generated content into a global creative platform and helped make the iPhone the world’s best-selling smartphone.
VML New York scored the Grand Prix in Creative Commerce for Preserved Promos for Ziploc, a clever mobile-commerce campaign that breathed new life into expired coupons through influencer partnerships and digital innovation—boosting sales and shopper engagement alike.
Other top honors included:
- Publicis Conseil Paris winning a second Grand Prix for “AXA – Three Words” in Creative Business Transformation—a systemic fix for domestic violence, changing home insurance in France by embedding emergency support into policy language.
- Ogilvy UK’s Real Beauty campaign for Dove took the Creative Strategy Grand Prix, marking two decades of impact through the brand’s consistent and culturally resonant message of self-esteem.
- Havas Play Paris earned France’s first-ever Luxury Lions Grand Prix for transforming LVMH’s Olympic sponsorship into a cultural partnership that showcased its maisons through bespoke contributions to the 2024 Games.
- AKQA Copenhagen and the Museum for the United Nations won Innovation for Sounds Right, which turned nature into a credited musical artist on Spotify to fund conservation efforts. It marks Denmark’s first Grand Prix win in the Innovation Lions.
Regional Network of the Year honors were also announced, with FCB named North America’s top regional network, reinforcing a dominant year for the U.S. across categories.
Simon Cook, CEO of LIONS, praised the winners: “These campaigns exemplify how creativity can reshape business, policy, and culture at every level. The winners today aren’t just award-worthy—they’re world-changing.”
REELated:
Cannes Lions Day 1: Grands Prix winners announced
