The Cannes Lions International Festival of Creativity is the world’s most prestigious awards show for marketing and advertising, celebrating groundbreaking campaigns that push the boundaries of storytelling, technology, and engagement. The 2025 edition was no exception, with brands and agencies showcasing innovative work across Entertainment, Sport, Music, and Gaming—categories that continue to dominate the cultural conversation.
This year’s winners demonstrated how creativity intersects with immersive experiences, AI-driven personalization, and fan-driven communities. Let’s dive into the standout campaigns and trends from Cannes Lions 2025.
Entertainment Lions: Blurring the Lines Between Storytelling and Participation
The Entertainment Lions honor work that captivates audiences through compelling narratives, interactive experiences, and cross-platform storytelling.
Grand Prix Winner: “The Infinite Story” by Netflix & Droga5
Netflix took home the Entertainment Grand Prix for “The Infinite Story,” an AI-powered interactive series where viewers influence the plot in real time. Using a combination of generative AI and live voting, each episode adapted based on audience choices, creating a unique experience for every viewer. The campaign also extended into TikTok, Discord, and gaming platforms, turning passive viewers into active participants.
Notable Mentions:
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Disney+’s “Rewind the Magic” – A nostalgia-driven campaign that allowed users to remix classic Disney scenes with modern twists using AR filters.
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Warner Bros.’ “AI Movie Mashup” – Fans could generate their own movie trailers by blending scenes from iconic Warner films, driving massive social engagement.
Trend Takeaway: Entertainment is becoming increasingly interactive, with AI and user-generated content shaping the future of storytelling.
Sport Lions: Where Passion Meets Innovation
The Sport Lions celebrate campaigns that leverage the power of sports to drive emotional connections and cultural impact.
Grand Prix Winner: “The Unseen Match” by Nike & Wieden+Kennedy
Nike’s “The Unseen Match” won the Sport Grand Prix by spotlighting blind football (soccer) in a groundbreaking broadcast. Using spatial audio and haptic feedback, viewers experienced the game as visually impaired athletes do. The campaign not only raised awareness for inclusivity in sports but also led to increased funding for adaptive sports programs globally.
Notable Mentions:
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Adidas’ “Jersey of the Future” – A smart jersey that changes colors and designs based on real-time fan engagement metrics during matches.
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Red Bull’s “Wings for Water” – A global initiative turning extreme sports events into fundraising platforms for clean water projects.
Trend Takeaway: Sports marketing is evolving beyond traditional ads, focusing on accessibility, technology, and social impact.
Music Lions: Soundtracks of the Future
The Music Lions recognize campaigns that harness the power of music to create emotional, cultural, and commercial impact.
Grand Prix Winner: “AI Duets” by Spotify & FCB
Spotify’s “AI Duets” campaign allowed users to sing alongside their favorite artists in real time using AI voice synthesis. Fans could record duets with legends like Freddie Mercury or Whitney Houston, with the AI seamlessly blending voices. The campaign went viral, driving record engagement on Spotify and social media.
Notable Mentions:
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Apple Music’s “Concert in Your Dialect” – An AI-powered feature that translated live concert audio into different languages in real time, breaking language barriers.
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Pepsi’s “Sound of the Crowd” – A crowdsourced anthem created from fan-submitted beats and vocals at major music festivals.
Trend Takeaway: AI is revolutionizing music consumption, enabling deeper fan-artist connections through personalization.
Gaming Lions: The New Frontier of Engagement
Gaming continues to be one of the most dynamic categories at Cannes Lions, with brands tapping into virtual worlds, esports, and gamified experiences.
Grand Prix Winner: “Play to Rebuild” by Epic Games & BBH
Epic Games’ “Play to Rebuild” campaign turned Fortnite into a platform for real-world impact. Players could contribute to disaster relief efforts by completing in-game challenges, with each achievement unlocking donations to rebuilding projects. The initiative raised $50 million and engaged millions of gamers in philanthropy.
Notable Mentions:
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Coca-Cola’s “Pixel Pause” – A metaverse concert where players could “freeze” the game to enjoy live performances without losing progress.
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NVIDIA’s “AI Game Director” – A tool that let players co-create game narratives with AI, leading to infinitely unique storylines.
Trend Takeaway: Gaming is no longer just entertainment—it’s a tool for social good, community building, and immersive storytelling.
