And the Lion goes to... our faves from Cannes 2025

This month the Creative Team enjoyed looking at all the Cannes Lion entries. After much (good humoured) debate, we’ve each picked our favourite winner and written a little bit about why we like it and what it means to us. So, take a look at which campaigns stood out to us (and why) below.

Katie’s choice - Kit Kat: ‘Phone Break’

"At the risk of being called predictable, a stand-out campaign for me is KitKat and VML Czechia’s ‘Phone Break’. Yes, it took the outdoor Grand Prix this year, and honestly, I’m all for it. I have always had a love for print, and I find great OOH in particular extremely inspiring. We’ve seen some really exciting and creative OOH campaigns in recent years, and KitKat’s ‘Phone Break’ is up there with them.

This lighthearted and playful campaign, like the best OOH, is incredibly simple. By swapping phones for KitKats, in various public settings, it highlights just how much time we spend staring at our screens. No headline needed, no logo, no hashtag. As I discussed with Emma, our Deputy MD & Strategy Director, in February’s ‘Building Brand Love’ masterclass, this stripping back of messaging and playing with distinctive brand assets is something that we’re seeing more and more of. Heinz ‘It has to be’ campaign (which picked up a gold) is a great example of this.

But despite the simplicity, KitKat’s iconic tagline (‘Have a Break’, which is nearly 70 years old) is immediately brought to mind.

Outdoor Lions Jury President, Keka Morelle, praised it as a ‘masterclass in Outdoor’ applauding its ability to capture our screen-addicted reality and immediately spark reflection, holding up a mirror to our screen addiction.

And I guess that’s why it resonates with me. I like to think that I try my best to ‘live in the moment’, but, honestly, I am totally guilty of following my phone down the street some days. And that’s the times we are living in. Which is why this campaign is so relatable, making people rethink their behaviours, whilst it so perfectly ties into the brand legacy.

Science backs KitKats message: 91% of people feel better after going offline for two weeks. So, I appreciate this won’t apply to everyone, but to those like me… do me a favour. Next time you’re walking to work, or doing the school run, keep your phone safely in your pocket and just enjoy the world around you. You might find you needed the break more than you realised." 

(© Nestle KitKat / VML Czechia)

Mat’s choice – L’Oreal: ‘The Final Copy of Ilon Specht’

"I started my career in production (many moons ago!) working for documentary production companies, before switching over to advertising production. I’ve always been captivated by the documentary format. This is why The Final Copy of Ilon Specht is one of the most emotionally resonant and, for me, beautifully crafted pieces from Cannes Lions 2025.

Directed by Ben Proudfoot for L’Oréal Paris and McCann, it tells the story of Ilon Specht, the young copywriter who wrote the now-iconic line: “Because I’m Worth It.” (when she was just 23!). But this isn’t a generic glossy brand film. It’s intimate, raw, and genuinely powerful.

Shot almost entirely in Ilon’s New York apartment during her final days, the cinematography feels warm and unfiltered, like you're sitting beside her, hearing her story one last time. The camera lingers gently, catching her every breath, laugh, and sharp turn of phrase. It’s heartbreakingly human.

The edit weaves between present-day reflections and archival footage, building emotional momentum without ever slipping into cliché. The music, is subtle and sensitive, letting Ilon’s voice carry the weight.

But what makes it such a smart piece of marketing is that it doesn’t sell the brand, it reminds us why the brand matters. By revisiting the real woman behind L’Oréal’s most famous slogan, the film reclaims its meaning and brings it roaring back to life.

Picked up by platforms like TED and Prime Video, it reached millions. But more importantly, it made people feel something. Cannes judges called it a piece that “redefined what branded content can be.” And they’re right. 

I personally think that the longer documentary format can be one of the most genuinely interesting ways of standing out in todays oversaturated ‘social first’ marketing age. They say people have short attention spans nowadays. But not if the content is top-notch. And this film is.

In the end, The Final Copy of Ilon Specht isn’t just about a tagline. It’s about the power of storytelling done right. A lesson for anyone in production or marketing: craft and truth still cut through, and always will.

You can watch the full film here (17 mins) or watch the case study video here (2 mins)."

(© L’Oreal/Traverse32)

Lauren’s choice – Cornetto: ‘Unwrap the Summer’

"In a world that pushes use of technology such as AI I think it’s really refreshing to see a campaign that takes us back to the use of the traditional method of collage. Having studied traditional paper craft methods throughout my education this approach feels quite magical to me. It’s a beautiful reminder of the charm and depth that handcrafted work can bring.

The ad created by the agency LOLA MullenLowe Madrid and production company PICT is a hand-crafted poster campaign that boosts brand awareness and evokes the feeling that summer starts with the first unwrapping of a Cornetto.

The iconic blue and white packaging that already resembles the colour palette of summer is torn up and pieced back together to reveal summer settings such as pools, umbrellas and waves. It feels playful, true to brand and hits the nostalgic sweet spot. No fancy copy, no sleek photography, just pure craft and bold visual storytelling with brand at the heart.

Creating the campaign was no easy task. It took countless rounds of trial and error, using magazine clippings and Cornetto wrappers to find the perfect layout for each poster. Every piece was thoughtfully photographed and arranged to capture the essence of summer and the simple joy of unwrapping a Cornetto.

It was rolled out across OOH spots by the beach and in city hot zones to meet people in those exact summer vibes. For me the campaign is simple in execution but powerful in impact. Turning the act of unwrapping a Cornetto into the moment that kicks off summer. It’s tactile, simple, and genuinely beautiful."

(© Unilever/Cornetto)

So there you have it! We hope you enjoyed reading all about our favourite Cannes Lions winners as much as we enjoyed choosing them – we’re looking forward to next year’s entries already!