The World’s Biggest Creativity Festival.
The International Festival of Creativity, better known as “Cannes Lions,” returns for its 72nd edition. It is renowned for recognizing the most creative advertising ideas of the year, some of which are particularly innovative or even revolutionary. In 2025, the competition is fiercer than ever, with brands and agencies from around the world submitting their work (26.900 entries!) in 30 leading categories: check out the ‘Cannes Lions Awards Map 2025’ at the bottom of this article.
As an advertiser based in Amsterdam I keep a close eye on the Dutch advertising industry and the work developed in the country. Therefore below you will find the ranking of Dutch agencies and a detailed list of advertising campaigns from the Netherlands that have been shortlisted and/or awarded at Cannes Lions 2025. Hiep hiep hoera!
Ranking of Dutch Agencies at Cannes Lions 2025
Last Update: Friday, 20th of June, 9:30 PM. Final.
- In total at the Cannes Lions 2025, the Netherlands has secured 65 nominations and 9 awards, thanks to 17 agencies and 18 brands.
- Dentsu Creative, LePub, GUT and TBWA\ Neboko are the only 4 Dutch agencies awarded, with a coveted Gold, 4 prestigious Silver, and 4 Bronze, for their work with Hertog Jan, KPN, McDonald’s, Oreo and Philips, while 13 more agencies have been shortlisted.
| AGENCE | POINTS | GP | GOLD | SILVER | BRONZE | Shortlist | |
| 1. | LePub Amsterdam | 37 pts | . | . | 3 | 2 | 24 |
| 2. | GUT Amsterdam | 20 pts | . | 1 | . | 1 | 4 |
| 3. | TBWA\ Neboko Amsterdam | 7 pts | . | . | 1 | . | 1 |
| –. | Boomerang Amsterdam | 7 pts | . | . | . | . | 7 |
| –. | Het PR Bureau Amsterdam | 7 pts | . | . | . | . | 7 |
| 6. | Dentsu Creative Amsterdam | 4 pts | . | . | . | 1 | 2 |
| –. | Sizzer Amsterdam | 4 pts | . | . | . | . | 4 |
| 8. | MassiveMusic Amsterdam | 3 pts | . | . | . | . | 3 |
| –. | The Romans Amsterdam | 3 pts | . | . | . | . | 3 |
| –. | We Are Pi Amsterdam | 3 pts | . | . | . | . | 3 |
| 11. | Ace Social Amsterdam | 1 pt | . | . | . | . | 1 |
| –. | Deep Cuts Amsterdam | 1 pt | . | . | . | . | 1 |
| –. | For The Right Reasons Amsterdam | 1 pt | . | . | . | . | 1 |
| –. | Magma Music Amsterdam | 1 pt | . | . | . | . | 1 |
| –. | Publicis Amsterdam | 1 pt | . | . | . | . | 1 |
| –. | Studio Birthplace Arnhem | 1 pt | . | . | . | . | 1 |
| –. | Wieden+Kennedy Amsterdam | 1 pt | . | . | . | . | 1 |
| TOTAL | 102 pts | . | 1 | 4 | 4 | 65 |
Official Points System for Cannes Lions 2025: Grand Prix Titanium and Creative Effectiveness Grand Prix = 35 points; Grand Prix = 30 points; Titanium Award = 30 points; Gold = 15 points; Silver = 7 points; Bronze = 3 points; Shortlist = 1 point (if the shortlist is awarded, the shortlist point no longer counts). Maximum 10 shortlist points per agency.
The Dutch Campaigns Awarded at Cannes Lions 2025
Last Update: Friday, 20th of June, 9:30 PM. Final.
Winners already revealed: 30 out of 30. Audio & Radio, Brand Experience & Activation, Creative B2B, Creative Business Transformation, Creative Commerce, Creative Data, Creative Effectiveness, Creative Strategy, Design, Digital Craft, Direct, Entertainment, Entertainment for Gaming, Entertainment for Music, Entertainment for Sport, Film Craft, Health & Wellness, Industry Craft, Innovation, Luxury, Media, Outdoor, Pharma, PR, Print & Publishing, Social & Creator.
At Cannes Lions 2025, Dutch creativity has received 9 Lions, in 6 categories: Audio & Radio (0x Lion out of 21 awarded in total); Brand Experience & Activation (1x out of 69); Creative B2B (0x out of 13); Creative Business Transformation (0x out of 7); Creative Commerce (0x out of 21); Creative Data (0x out of 18); Creative Effectiveness (3x out of 17); Creative Strategy (0x out of 28); Design (2x out of 33); Digital Craft (0x out of 17); Direct (0x out of 60); Entertainment (0x out of 22); Entertainment for Gaming (0x out of 11); Entertainment for Music (0x out of 16); Entertainment for Sport (0x out of 26); Film Craft (0x out of 49); Health & Wellness (0x out of 33); Industry Craft (0x out of 22); Innovation (0x out of 7); Luxury (0x out of 7); Media (1x out of 66); Outdoor (0x out of 57); Pharma (0x out of 9); PR (0x out of 44); Print & Publishing (1x out of 23); Social & Creator (1x out of 50).
| AGENCY | BRAND | CAMPAIGN | SHORTLIST |
| Dentsu Creative | KPN | A Piece of Me | 1 Bronze in Cr. Effectiveness |
| GUT Amsterdam | Heinz | Hagelchup | 1 Bronze in Brand Experience |
| Hertog Jan | Don’t Drink… | 1 Gold in Cr. Effectiveness | |
| LePub Amsterdam | Heineken | The Flipper | 1 Bronze in Social & Creator |
| Philips | Fixables | 1 Silver and 1 Bronze in Design | |
| Refurb | 1 Silver in Cr. Effectiveness | ||
| Oreo | Eggs, Toilet Paper, Roses… | 1 Silver in Print & Publishing | |
| TBWA\ Neboko | McDonald’s | Maccie | 1 Silver in Media |
The Dutch Campaigns Shortlisted at Cannes Lions 2025
Last Update: Wednesday, 18th of June, 11:00 AM. Final.
Shortlists already released: 30, out of 30 categories. Audio & Radio, Brand Experience & Activation, Creative B2B, Creative Business Transformation, Creative Commerce, Creative Data, Creative Effectiveness, Creative Strategy, Design, Digital Craft, Direct, Entertainment, Entertainment for Gaming, Entertainment for Music, Entertainment for Sport, Film, Film Craft, Glass, Health & Wellness, Industry Craft, Innovation, Luxury, Media, Outdoor, Pharma, PR, Print & Publishing, Social & Creator, Sustainable Development Goals et Titanium.
So far at Cannes Lions 2025, Dutch creative agencies have secured 65 shortlist nominations, in 20 categories: Audio & Radio (0 shortlist out of 68 in total); Brand Experience & Activation (2x out of 236); Creative B2B (0x out of 45); Creative Business Transformation (2x out of 34); Creative Commerce (6x out of 65); Creative Data (0x out of 60); Creative Effectiveness (5x out of 43); Creative Strategy (2x out of 80); Design (2x out of 104); Direct (3x out of 215); Digital Craft (0x out of 60); Entertainment (2x out of 67); Entertainment for Gaming (2x out of 36); Entertainment for Music (0x out of 50); Entertainment for Sport (1x out of 87); Film (3x out of 168); Film Craft (7x out of 142); Glass (0x out of 28); Health & Wellness (2x out of 123); Industry Craft (0x out of 85); Innovation (3x out of 26); Luxury (1x out of 17); Media (3x out of 213); Outdoor (0x out of 202); Pharma (0x out of 28); PR (4x out of 141); Print & Publishing (3x out of 101); Social & Creator (6x out of 165); Sustainable Development Goals (1x out of 46); Titanium (0x out of 18).
| AGENCY | BRAND | CAMPAIGN | SHORTLIST |
| Ace Social | McDonald’s | Maccie | 1x in Media |
| Boomerang | Desperados | Guao Guao | 2x in Film Craft |
| 1x in Social & Creator | |||
| Heineken | Backing The Bars | 1x in Cr. B. Transf. | |
| Forgotten Beers | 1x in Film | ||
| Social Off Socials | 1x in Film | ||
| Starring Bars | 1x in PR | ||
| Deep Cuts | Coca-Cola | Search For Magic | 1x in Direct |
| Dentsu Creative | KPN | A Piece Of Me | 2x in Cr. Effect. |
| For The Right Reasons | Lux | Reclaim Her Name | 1x in Brand Exp. |
| GUT | Heinz | Hagelchup | 1x in Brand Exp. |
| 1x in Cr. Strategy | |||
| 1x in Direct | |||
| Hertog Jan | Don’t Drink… | 1x in Cr. Effect. | |
| Het PR Bureau | Mentos | Fizzooka | 1x in Brand Exp. |
| 1x in Direct | |||
| 2x in Ent. for Gaming | |||
| 3x in Social & Creator | |||
| LePub | Asics | The Desk Break Clause | 1x in Health & Wellness |
| 2x in PR | |||
| Heineken | Bar Dating | 2x in Cr. Commerce | |
| Backing The Bars | 1x in Cr. B. Transf. | ||
| Heinecare | 2x in Brand Exp. | ||
| 1x in PR | |||
| 1x in Ent. for Sport | |||
| The Flipper | 1x in Brand Exp. | ||
| 1x in Social & Creator | |||
| Oreo | Eggs, Toilet Paper, Roses | 3x in Print & Publishing | |
| Philips | Fixables | 1x in Cr. B. Transf. | |
| 2x in Design | |||
| 2x in Innovation | |||
| Grow | 1x in Innovation | ||
| Refurb | 2x in Cr. Effect. | ||
| 1x in Cr. Strategy | |||
| Magma Music | Neutro Roberts | The Story of Henry Roberts | 1x in Film Craft |
| MassiveMusic | Desperados | Guao Guao | 2x in Film Craft |
| 1x in Social & Creator | |||
| Publicis | Renault | Utrecht Energized | 1x in Sus. Dev. G. |
| Sizzer | Heineken | Bar Dating | 2x in Cr. Commerce |
| Forgotten Beers | 1x in Film | ||
| Mercy For Animals | Cracked | 1x in Health & Wellness | |
| Studio Birthplace | The Woolmark Company | Wear Wool, Not Waste | 1x in Film Craft |
| TBWA\ Neboko | McDonald’s | Maccie | 1x in Media |
| The Romans | Heineken | Bar Dating | 2x in Cr. Commerce |
| Pub Succession | 1x in Media | ||
| We Are Pi | Nike | Croit Pas Qu’On Dort | 2x in Entertainment |
| 1x in Film Craft | |||
| Wieden+Kennedy | Hennessy | Hennessy x Lebron | 1x in Luxury |
- The shortlists of LePub Amsterdam, with Asics and Heineken in Brand Experience & Activation, Creative Business Transformation, Creative Commerce, Entertainment for Sport, Health & Wellness, PR and Social & Creator.
- The Direct, Entertainment for Gaming and Social & Creator shortlists of Mentos (Perfetti Van Melle) and Het PR Bureau Amsterdam.
- The Film Craft and Social & Creator shortlists of Desperados, Boomerang Amsterdam and MassiveMusic Amsterdam.
- The Entertainment and Film Craft shortlists of Nike and We Are Pi Amsterdam:
- The Brand Experience & Activation, Creative Strategy and Direct shortlist of Kraft-Heinz and GUT Amsterdam:
- The Film Craft shortlist of The Woolmark Company and Studio Birthplace Arnhem:
- The Media shortlist of McDonald’s, TBWA\ Neboko and Ace Social:
- The Media shortlist of Heineken and The Romans Amsterdam.
- The Film Craft shortlist of Neutro Roberts and Magma Music Amsterdam.
- The Luxury shortlist of Hennessy and Wieden+Kennedy Amsterdam:
- The Health & Wellness shortlist of Mercy For Animals and Sizzer Amsterdam.
MERCY FOR ANIMALS – CRACKED
- The Direct shortlist of Coca-Cola and Deep Cuts MassiveMusic Amsterdam.
COCA COLA – SEARCH FOR MAGIC
The Cannes Lions’ “2025 Awards Map”
Here’s how the Cannes Lions are structuring their awards to celebrate global creativity at this 72nd edition. Eight major tracks and 30 disciplines, including one legendary category: the Dan Wieden Titanium Lions.
CLASSIC.The big creative idea – where work is brought to life through the long-standing yet ever-evolving fundamentals of image, sound and storytelling.
- Audio & Radio
- Film
- Outdoor
- Print & Publishing
CRAFT.Focusing on the artistry, skill, talent and flair required to deliver beautifully executed ideas with the power to cut through and bring the creative idea to life.
- Design
- Digital Craft
- Film Craft
- Industry Craft
ENGAGEMENT.Celebrating insightful creativity that captivates at every touchpoint. Creating authentic interaction and immersive experiences that engage consumers and impact culture.
- Creative B2B
- Creative Data
- Direct
- Media
- PR
- Social & Creator
ENTERTAINMENT.Celebrating creativity that goes beyond branded communications to create authentic branded entertainment that engages consumers and impacts culture.
- Entertainment
- Entertainment Lions for Gaming
- Entertainment Lions for Music
- Entertainment Lions for Sport
EXPERIENCE.Focusing on the powerful brand currency of intelligent customers journeys and immersive experiences – captivating audiences at every touch point.
- Brand Experience & Activation
- Creative Business Transformation
- Creative Commerce
- Innovation
- Luxury (category introduced in 2024)
GOOD.Going beyond brand purpose to use creative communications to shift culture, create change and positively impact the world.
- Glass: The Lion for Change
- Sustainable Development Goals
HEALTH.Celebrating creativity in branded communications in this highly innovative but fiercely regulated sector with the unique power to truly change lives.
- Health & Wellness
- Pharma
STRATEGY.Celebrating commercial effectiveness, strategic planning and creative application of solutions to unlock growth and measure impact.
- Creative Effectiveness
- Creative Strategy
TITANIUM.Celebrating provocative, boundary-busting, envy-inspiring work that marks a new direction for the industry and moves it forward.
- Dan Wieden Titanium
