A couple of jobs that speak of inclusion and equity from different points of view have won the two Grand Prix that the jury has granted in the section Film of Cannes Lions 2025, whose record is composed of a total of 52 lions. The pieces that have won the maximum award are “Paralympics 24”, 4Creative for the British television network Channel 4 and “The final copy of Ilon Specht”, by McCann for L’Oréal Paris.

This is the third time that the Grand Prix de Film wins in Cannes one of the pieces that 4Creative, Channel 4 In-House Agency, creates to promote the Retransmissions the Paralympic Games by the chain; The previous ones were 2017 and in 2022.

>> All the results of Spain in Cannes Lions 2025

Film is the founding competition of the Cannes Festival and remains one of the most prominent and popular in the contest despite the great changes that it has experienced throughout its more than 70 years of history. In this year’s edition, the jury, apart from the two major awards, has granted 8 gold, 15 silver and 27 lions of bronze. They have been awarded registered pieces from 21 different countries and the ones that have accumulated the most awards are the United States, with 12; United Kingdom and Australia, with 6 each, and France, with 4.

The presence of Spanish inscriptions in the awards list is limited to two bronzes, both achieved by Lola Mullenlowe for two jobs for the Axe/Lynx deodorant brand, by Unilever: “Dog” and “Lynx with Catnip”

The winning pieces of the Grand Prix and the Gold lions In this edition of the contest, among which diverse documentaries coexist with classic spots and of which the usual presence of humor can be highlighted, even to address problematic issues that, in a high percentage, deal with health issues, both physical and mental.

Grand Prix Winners of Film in Cannes Lions 2024

• “The final copy of Ilon Specht,” from McCann for L’Oréal Paris

A tribute of L’Oréal and its agency, McCann, to the value of advertising and, above all, to female courage. The latter, personified in Ilon Specht, the advertising editor who coined in 1973 the motto “Because i’m Worth It” (“Because I am worth it”in its Spanish version), which in principle was allocated to a preference shampoo campaign and then became – and it remains – in the motto of the company and an expression of feminist statement.

The tribute takes the form of a 17 -minute documentary in which an old woman and sick Specht – he murdered last year, not long after the film was filmed – shares prominence, on the one hand, with the file images that remember the time when the slogan was created and how this was born; And, on the other, with his stepdaughter, Allison Case. The film draws an emotional parallel between the inspiring force of the slogan and the story of Allison, a girl despised by her biological mother to whom Ilon, who had married her father – also creative generated casing – took care of love and showed that She “was worth it”

The director of the short “It has been a privilege to do this job and personally meet a professional from the caliber of Ilon Specht, whose magic has not only inspired the marketing industry, but to the entire world thanks to a feminist manifesto of only four words.”

• “Paralympics 24”, 4Creative for Channel 4

The British television network Channel 4 has developed what can already be considered as One of the great advertising sagas of this century With the promotional spaces created by its internal agency, 4Creative, to announce the retransmission of the Paralympic Games, which began in London 2012. On this occasion, the chain has tried to depart from the paternalistic attitude implicit in the vision of the Paralympic athletes as people who exceed their disabilities, to portray them as athletes that, as well as the rest that, as well as the rest that, as well as the rest, Nature imposes them: gravity, time and friction. All this, with the assembly, sound and phrase brilliance that have accompanied these campaigns since the beginning.

This is also the third Grand Prix of Film who won 4creative and Channel 4 with their pieces to promote the broadcast of the Paralympics: the first was in 2017 and the second, in 2022. The winning campaign of this year’s Grand Prix has also received two gold Images.

Winners of a gold lion in film

• “Never Just a Pours”, by AMV BBDO (London) for BodyForm

The announcement expresses dissonance, through music, humor and images of realistic aesthetics, between what girls are taught about what the rule will be and the reality of menstrual experiences, sometimes unique, which later live. The announcement underlines its message through an orchestra composed only of women who reacts as a Greek choir to the experiences that are shown and from a wide catalog of female pictorial portraits that plays a similar role. The production, baroque and spectacular – as in other great campaigns of the brand – is Smuggler’s work, and the realization of Lucy Forbes.

• “Let There Be Cake”, from Bananas (Johannesburg) and Brains & Brawn (Bangkok) for KFC

KFC Thailand celebrated its 40th anniversary in the country with a brilliant sample of absurd and crazy humor typical of the advertising of that Asian market. The announcement takes to the extreme the preference for celebrating birthdays with a cake and recounts the crazy trip of a guy to the KFC restaurant where he wants to buy his chicken: around him, everything from his girlfriend to the television command, going through his motorcycle, his helmet and, in fact, the entire city and its inhabitants, has become a cake. The only normality redoubt in such a cloying universe is KFC, where the chicken is still chicken. Production, an ingenious display of special effects and computer -generated image, is the work of Carbon Films (Cape Town) and TA PROD (Bangkok).

• “The Last Birthday”by Josiane (Paris) for Association Valentín Haüy

We continue with the birthdays, in this case the party in honor of a guy who celebrates his 59th anniversary becomes a kind of domestic Shakesperian tragedy when, at the time when the candles will blow, a call is received in the house to inform them that, according to French laws, people suffering from visual problems after 60 years do not have the right to aid. Heard by all the message, a hyperbolic series of destruction or optical self -destruction begins – well filmed and well mounted, yes – that ends when someone takes the phone again and the person who called, who is still online, informs them that the law can be changed. That is the Mission of the Association Valentín Haüy, advertiser that signs the piece, produced by Hersior (Paris).

• “Better On A Better Network,” by Bear Meets Eagle On Fire (Sidney) for Telstra

The caustic and simple humor, and a detailed and precious animation work in Stop-Motion are the great attractions of this campaign of the Australian telecommunications company Telstra. The work consists of twenty -six spots, each of them referring to a remote location of the country, in which animated characters – plants or animals in all cases – explain through a bad joke than life in that area is better with a better telecommunications network. The realization of the spots has been in charge of Jeff Low, from Revolver, who commissioned the Campaign of the Campaign to Tobias Fouracre, one of the most prestigious Stop-Motion specialized filmmakers in the world; In his filmography there are films such as “The Corpse Bride” and “Frankenweenie”, directed by Tim Burton; and “The fantastic Mr. Fox” and “Island of Dog” by Wes Anderson. To this Golden Lion in Film the Grand Prix campaign with which it has been recognized in the Festival Film Craft competition.

• “Find Your Friends,” from Apple with creativity of the advertiser himself

The proverbial quality of Apple’s productions has found its site among the film of Cannes Lions 2025. It has done so with a spot directed by Kim Gehrig in which the precision tool is promoted to tool of the iPhone 15 through the history of an assistant to a “Star Wars” fans convention that goes to the event disguised as a mandalorian and Friends among a multitude of people characterized by characters in the saga. The Australian filmmaker Kim Gehrig has directed other well -known Apple campaigns and among her works is also the very noticeable and awarded “Long live the vulva”, for free/bodyform and “Play It Safe”, which last year won one of the Grand Prix of Film. The spot, produced by Somesuch (Los Angeles) premiered on May 4, Star Wars Day, and his musical theme is “All My Friends”, American singer and producer Channel three.

• “The Best Place in the World to Have Herpes,” from Finch (Sidney) and Motion Sickness (Auckland) for New Zealand Herpes Foundation

New Zealand needed a push, apparently, maltrecho national pride and this campaign proposes to give it to him, making him the best country in the world to have Herpes. The New Zealand Herpes Foundation decided on this radically humorous approach to launch an information and training campaign on the herpes that had the main objective of dismissing the disease. The campaign had the contest of different personalities of New Zealand life that appear in different audiovisual pieces, totally away from a clinical or dramatic approach, teaching information about the disease and offering solidarity and support to those affected. The campaign is one of the winners of Cannes Lions 2025, because, apart from this Golden Lion, it has also deserves the Grand Prix for Good and the Health Grand Prix Good Lions, special awards awarded to the best of campaigns for social or public service campaigns.

• “Brian Cox Goes to College”, by Special (Los Angeles) for Uber One

Brian Cox is over 60 years old and has enrolled at the university. He does not want to expand his knowledge or contribute a focus of interest to his existence now that he has time: he is only interested in discounts for Uber One students. The spot tells it with grace and good realization through the testimony of his roommate. Production is from O Positive (Santa Monica)

• “Group Therapy”, by VML Paris for Axa

Axa, according to the company, was one of the world’s first insurers to offer mental health services. But the company does not want to limit a specialized product in the face of such problems, but has a willingness to prevent them. One of his efforts in this regard is a 90 -minute documentary in which six well -known American humorists specialized in Stand-Up ComedyThey speak in a group about their problems and concerns in relation to mental health, moderated by actor and producer Neil Patrick Harris. The work, which was part of the official selection of the New York Tribeca Festival, was produced by Heartbeat (Los Angeles) and directed by Neil Berkeley.

The performance of Spain in film in Cannes Lions 2024

As happened last year, the presence of Spain in the Palmares de Film of Cannes Lions 2025 is limited to two lions achieved by Lola Mullenlowe. Then, the agency won a gold and one bronze lion, and this time it has achieved two bronze for two jobs for Ax/Lynx, both fun. It’s about “Dog”one of the spots with which the brand announced the launch of its range of sweet aromas and “Lynx with Catnip”which announced a deodorant with an attractive smell for cats.

More info.: All film winners in Cannes Lions 2025