The 72nd Cannes International Festival of Creativity concluded, and the award ceremony honored winners in film categories, Titan Lion Awards, Glass Lion Awards (Lion of Change), Sustainable Development Goals Award, and the Public Service Grand Prize. Additionally, special awards were given, which represent the final points earned by companies within a week.
Simon Cook, CEO of Lion Awards, said, “This week, we led the industry on an exciting creative journey and appreciated the best works. I extend heartfelt congratulations to all outstanding winners and shortlisted entries, and thank them for being recognized by their peers. This is a moment of great pride, as we celebrate the transformative power of innovative ideas that challenge traditions, solve problems, and build meaningful connections.”
Glas: Lion of Change
Out of 253 entries received, 8 Lions Awards were awarded: 1 Golden Lion, 2 Silver Lions, and 4 Bronze Lions. The Grand Prize was given to “True Beauty: How a soap brand builds a global self-esteem movement” produced by OMO UK London branch for Dove.
To help more women feel their beauty every day, Dove defines ordinary women as “real women,” representing true beauty. “True Beauty” is now not just a creative concept but a unique perspective that continuously inspires new advertising ideas.
Liu KeRong, President of the Jury and Global Head of Innovation and Market Cooperation for Google Platforms and Devices, said, “This year’s Grand Prize winner stands out because it goes beyond simple promotion and brings lasting, measurable social impact. It shows how creative brand stories combined with community cooperation and deep cultural understanding can have an effect. Among many strong competitors, this work stands out due to its lasting influence and firm belief—it is not just a marketing campaign but a catalyst for real change in women and the diverse communities they represent.”
60% of people watch the Paralympic Games to see athletes “overcoming disabilities.” Channel 4 UK wants to change the audience’s perception of Paralympians. The film shows that they face the same harsh challenges as any elite athlete, while also highlighting the often condescending attitude some have toward disabled sports. After watching, 79% of people felt the Paralympics were as exciting as the Olympics. Kate Stanas, President of the Jury and Chairman and Global Chief Creative Officer of SSA, said, “Movies are a medium for telling the most human stories. They present real, unedited life experiences that resonate emotionally with the audience. Our Grand Prize winner is a perfect example.” “Channel 4 UK’s Paralympic film is a powerful and moving piece that uses real and surreal footage, excellent editing, and sound effects to make us truly feel the content and connect with the message. Its impact hits deep, touching the soul and inspiring wisdom.” The second Grand Prize was awarded to “Euron Speth’s Final Replica” created by Mackenzie Paris for L’Oréal Paris. Fifty years after the advertising slogan “Because I Deserve It” was created, its meaning has gradually faded over time. This 17-minute documentary tells a lesser-known story of Euron Speth, a 23-year-old advertising copywriter who created “Because I Deserve It” in 1973—the first beauty ad voiced by a woman. She turned this slogan into a vivid declaration of self-worth. Judge Kate Stanas commented, “Euron’s story resonates with us all. It is a timely story that truly embodies and supports the core brand purpose: supporting women. This film is a masterpiece that takes us into Euron’s fascinating life story as the founder of the ‘Because I Deserve It’ campaign. The excellent cinematography captivates us, and the humanistic care in it remains with us after watching.” Saudi Arabia won the Lion Award for the first time and received the Bronze Prize.
60% of people watch the Paralympic Games to see athletes “overcoming disabilities.” Channel 4 UK wants to change the audience’s perception of Paralympians. The film shows that they face the same harsh challenges as any elite athlete, while also highlighting the often condescending attitude some have toward disabled sports. After watching, 79% of people felt the Paralympics were as exciting as the Olympics. Kate Stanas, President of the Jury and Chairman and Global Chief Creative Officer of SSA, said, “Movies are a medium for telling the most human stories. They present real, unedited life experiences that resonate emotionally with the audience. Our Grand Prize winner is a perfect example.” “Channel 4 UK’s Paralympic film is a powerful and moving piece that uses real and surreal footage, excellent editing, and sound effects to make us truly feel the content and connect with the message. Its impact hits deep, touching the soul and inspiring wisdom.” The second Grand Prize was awarded to “Euron Speth’s Final Replica” created by Mackenzie Paris for L’Oréal Paris. Fifty years after the advertising slogan “Because I Deserve It” was created, its meaning has gradually faded over time. This 17-minute documentary tells a lesser-known story of Euron Speth, a 23-year-old advertising copywriter who created “Because I Deserve It” in 1973—the first beauty ad voiced by a woman. She turned this slogan into a vivid declaration of self-worth. Judge Kate Stanas commented, “Euron’s story resonates with us all. It is a timely story that truly embodies and supports the core brand purpose: supporting women. This film is a masterpiece that takes us into Euron’s fascinating life story as the founder of the ‘Because I Deserve It’ campaign. The excellent cinematography captivates us, and the humanistic care in it remains with us after watching.” Saudi Arabia won the Lion Award for the first time and received the Bronze Prize.
