Cannes Lions 2025: The 18 Campaigns Shortlisted for Titanium

The Ultimate Benchmark of Creative Bravery. 

The Cannes Lions International Festival of Creativity continues to set the global standard for recognizing work that redefines the possibilities of advertising. At the heart of this ambition is the Titanium Lions, the Festival’s most prestigious category, named in honor of the late Dan Wieden (Co-Founder of Wieden+Kennedy), a true pioneer of disruptive thinking.

In 2025, the bar has been raised once again. With over 187 entries from across the globe, the Titanium category represents the boldest and most original ideas. From campaigns addressing social issues to those redefining brand engagement, this category features a diverse array of creative excellence. 

Join us as we explore the 18 outstanding campaigns that have made it to the 2025 Cannes Lions Dan Wieden Titanium shortlist, out of 187 entries. These works not only exemplify the pinnacle of creative achievement but also inspire us to think differently about the power of advertising. Below, you’ll find the detailed list and the case studies of these remarkable campaigns. Dive in and discover the stories and ideas that are shaping the future of our industry.

“The Dan Wieden Titanium Lions celebrate game-changing creativity, honouring work that breaks new ground, challenges industry norms and redefines the creative landscape.”

“The Dan Wieden Titanium Lions represent the pinnacle of creative excellence and innovation, rewarding work that shifts perspectives, challenges the status quo, and, as Dan Wieden put it: ‘Makes the industry stop in its tracks and reconsider the way forward’.” Simon Cook, CEO of LIONS.

All the campaigns shortlisted for Titanium at Cannes Lions 2025

• 36 Months – 36 Months (by FINCH, Sydney).

• Academy of Motion Picture Arts & Sciences – Caption with Intention (by Rakish + Hearing Society + FCB, Chicago).

• AXA – Three Words (by Publicis Conseil, Paris).

• Billy Boy – Camdom (by Innocean, Berlin).

• EDF – The Flame That Wasn’t a Flame (by BETC, Paris).

• e.l.f. Beauty – So Many Dicks (by e.l.f. Cosmetics).

• Heineken – Pub Succession (by LePub, Milan).

• Herconomy – Breastmilk Money (by Serviceplan, Munich).

• Indian Railways – Lucky Yatra (by FCB India, Mumbai).

• Kernel and Ministry of Foreign Affairs of Ukraine – Minefield Honey: Harvesting Hope (by Saatchi & Saatchi Ukraine, Kiev).

• L’Oréal – The Final Copy of Ilon Specht (by McCann, London).

• Mastercard – Life Donor Card (by MRM Germany, Frankfurt).

• Orange – Safer Phone (by Publicis Conseil, Paris).

• Pedigree – Caramelo (by AlmapBBDO, São Paulo).

• Penny – Price Packs (by Serviceplan, Munich).

• Powerade – The Athletes Code (by Ogilvy, New York).

• Sphere Entertainment – Sphere (by Sphere Studios, Las Vegas).

• Unilever – Vaseline Verified (by Ogilvy Canada, Toronto).

The 2025 Dan Wieden Titanium Lions Jury

• Jury President: Judy John, Global Chief Creative Officer of Edelman.
• Andisa Ntsubane, Managing Executive Brand, Marketing and Communications of Vodacom Group Africa.
• Ariana Stolarz, Global Chief Strategy Officer of Accenture Song.
• Chaka Sobhani, President and Global Chief Creative Officer of DDB Worldwide.
• Hugo Veiga, Global Chief Creative Officer of AKQA.
• Javier Campopiano, Global Chief Creative Officer of McCann Worldgroup and McCann.
• Jonathan Mildenhall, Chief Marketing Officer of Rocket.
• Kentaro Kimura, International Chief Creative Officer of Hakuhodo Inc..
• Marco Venturelli, Global Chief Creative Officer and CEO of Leo (Publicis Groupe).
• Pum Lefebure, Co-Founder and Chief Creative Officer of Design Army.

The Cannes Lions’ ‘2025 Awards Map’

Here’s how Cannes Lions structures its awards to celebrate global creativity in this 72nd edition: 8 main tracks, and one flagship 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

Find more info about the 2025 Cannes Lions (including all the Grand Prix winners!) in our dedicated category: CANNES LIONS 2025

Find more international advertising winners in our dedicated category: CREATIVE AWARD SHOWS 2025