Cannes Lions 2025 Recap: Grand Prix Winning Campaigns from Day Four

Cannes Day 4: Where Strategy seduced, Innovation impressed, and Experience stole the show…

Today was all about brains and bravado.

The categories?

Brand Experience, Innovation, Creative Strategy, Business Transformation, and Effectiveness, which, quite frankly, sounds like a management consultancy away day.

But fear not. Cannes turned it into a creative masterclass.

These were the campaigns that didn’t just sparkle, they scaled. Ideas with PowerPoint credentials and poolside charisma.

The kind of work that gets the CMO’s approval and a TikTok remix.

Let’s take a look at who’s nabbed the glory today:

Brand Experience and Activation Grand Prix Winner 🏆

Preserved Promos

VML, New York / Ziploc

Innovation Grand Prix Winner 🏆

Sounds Right

AKQA, Copenhagen / Museum for the United Nations / UN Live, Spotify

Creative Business Transformation Grand Prix Winner 🏆

Axa - Three Words

Publicis Conseil, Paris / Axa

Creative Effectiveness Grand Prix Winner 🏆

Shot on iPhone

TBWA\Media Arts Lab, Los Angeles / Apple

Creative Strategy Grand Prix Winner 🏆

Real Beauty: How a Soap Brand Created a Global Self-Esteem Movement

Ogilvy UK, London / Dove

Luxury Grand Prix Winner 🏆

The Partnership that Changed Everything

Havas Play, Paris / LVMH

And that’s a wrap on day four.

A standing ovation for the strategists, innovators, and transformation specialists who made business feel like theatre and ROI sound downright romantic.

Cannes showed today that real creativity doesn’t just dazzle, it delivers.

Tomorrow we hit the home stretch, with more Lions, more legends, and the inevitable moment when someone realises their lanyard is still on a yacht… along with their dignity and half a pitch deck. 😅

Until then…