Cannes Lions 2025 Predictions
In less than a handful of sunsets, the lucky few will be trading desk glare for Mediterranean glare, diving into a full week of creative show-and-tell at Cannes Lions 2025.
Below, we’ve filtered some of our best guesses at who’s lugging metal Lions home this year.
If you’re roaming La Croisette too, ping me at chris@42courses.com so we can clink overpriced drinks and argue about AI the future of advertising :)
Enjoy our short shortlist.
1. Visit Oslo | Is it Even A City | NewsLab
Possibly my favourite so far, it’s both funny and effective!
2. Apple | Heartstrings | TBWA\Media Arts Lab
I’m possibly biased, being a new Dad, but I love this story and its execution, and it brings the product front and centre too.
3. AB InBev | Michelob ULTRA | FCB New York
Incredible case study of a turnaround of a brand that was in decline and a testament to the power of long-term thinking and sticking with a partner agency. (Unrelated to this pick, FCB NY is a client of ours and we think this really deserves a win :) )
4. 36 Months | FInch & Supermassive
A clear call to action expertly executed, and it’s working not just in Australia but all over the world too!
5. L’Oréal | “The Final Copy of Ilon Specht” | McCann
An intimate deathbed account of the unsung advertising genius who coined L'Oréal's iconic "Because I'm Worth It" slogan in 1973. Incredible.
6. Penny | “Price Packs” | Serviceplan
Simple and impactful branding idea that got global coverage and was hugely effective!
7. Asics | The Desk Break | Golin London
A great example of using creativity to put across a scientific fact in an entertaining way.
8. The New Yorker | Everything Covered | Le Truc & Roof Studio
A fabulous storytelling brand campaign for The New Yorkers 100th anniversary.
9. O2 | Daisy | VCCP London.
An AI scam to scam the scammers, brilliant!
10. Heineken | Pub Succession | LePub and Publicis Dublin.
I thought we’d end of a nice feelgood one, again, incredible storytelling and if you’re surname is McLoughlin you could get a new career.
