Two Grand Prix, one for France and one for the Czech Republic, head the palmarés of the section of the section Exterior in Cannes Lions 2025which is composed of 9 golds, 19 silver and 27 bronzes.
One of the great awards has been for the unique inauguration ceremony of the Olympic Games of Paris 2024 that, for the first time in the history of this meeting, was held outside a stadium and was the responsibility of a group of companies, including the Agency Havas. The other Grand Prix has been for a kitkat campaign worked with the VML agency in Prague.

>> Follow the results of Spain in Cannes Lions 2025 live

The Spanish record in this category is made up of two golds, two silver and a bronze in this edition. Among the winners, it should be noted that Lola Mullenlowe is once again one of the Spanish agencies recognized abroad, a category in which last year she got “Find Your Summer”, for Magnum, one of the two major awards that were also granted then.

By countries, the most awarded abroad have been the United Kingdom and Brazil, with 7 lions each, followed by Spain, India and the United States, with 5 in each case.
Among the Grand Prix and Oros of the competition this year is remarkable, apart from the fact that an event has highlighted – in this case, the opening ceremony of an Olympic Games – the success of campaigns that meet the basic axiom outdoor advertising: A powerful image and a short and resounding message. This is the case of the Czech campaign for Kitkat, awarded the other Grand Prix, and the golds for Heinz and Stella Artois. Also noteworthy the use of elements of reality that has been awarded with golds in Coca-Cola and Bad Bunny campaigns, each with a very different approach.

The two best outdoor advertising campaigns in Cannes Lions 2025

“Inauguration ceremony of the Olympic Games – Paris 2024”, by Paname 24, Auditoire, Double 2, Obo, Havas Paris and Havas Events (France) for Paris 2024

The unprecedented decision of the Organizing Committee of the Olympic Games of Paris 2024 to take out the inauguration ceremony from the stadium, and its commitment to make it, not only a gigantic and unique show, but a celebration full of symbolism, became a living campaign of France’s contribution to contemporary history and culture and the rights of humanity and the rights of humanity. The Seine River, a symbol of Paris, was the huge scenario of a ceremony that was also constituted, not without controversy, in a celebration of the diversity and inclusion of genres and races.

The event was defined by different media as “A show for eternity” either “The most unique inauguration ceremony of an Olympic Games”. According to data presented in the registration of the work to Cannes Lions, the ceremony was seen on television, for some 2,000 million people.

“Crowd”, “Public Transport” and “Street”, by VML Prague (Czech Republic) for Kitkat

A very contemporary problem and a slogan with more than sixty years of history are the ingredients of this campaign. Kitkat uses its unmistakable and long motto “Have a Break” (“Take a breath”) to address without drama a very current condition: the addiction to the mobile phone and the constant stimuli that it encourages, under the iteration of “Phone Break”.

Creativity is based on the simple and effective resource to replace mobiles with product bars in the hands of people who appear in the original campaign. The brand, which has made the concept of pause for decades, is present in a world that needs to take a respite from the smartphones screens.

All exterior golds in Cannes Lions 2025

• “The Sip of Sanctuary”, “Protector of the Chalice” and “Happiness Within Chaos”, by Gray London (United Kingdom) for Stella Artois

The well -known experience of advancing among people in a crowded bar while trying to keep the glass of beer full is the argument of “Claustrobars”, the exterior campaign of Stella Artois. In the three originals awarded by the Festival, the brand plays, in turn, with three elements: the crowd, the well -known cup with the stamped brand and a very simple Claim: “Worth It” (“worth it”). The photographs of the campaign are from Ale Burset and the originals spread in analog and digital exterior advertising supports near London bars as well as in some cities in Chile and Brazil.

• “Fries”, “Chips” and “Toast”, by Wieden + Kennedy London (United Kingdom) for Heinz

The immediate association between the brand and certain meals is the trick that Heinz plays in this fence campaign. And he does it by replacing the brand’s name for those of those foods in their well -known slogan, “It has to be heinz” (“It has to be Heinz”), which reproduces in the originals with their recognizable typography and including the characteristic “Estd. 1869” (“Founded in 1869”) that always accompanies its logo. All about simple and appetizing funds from the meals in question.

• “Scratch & Sniff”, by Lola Mullenlowe (Spain) for Axe/Lynx

The campaign led to the great and visible dimensions of the fences the very masculine habit of scratching certain parts of the body and smelling. He did it to publicize his Lower Body Spray, the range of deodorants for intimate areas of Axe/Lynx. The brand thus gave a turn to external advertising combining it with sample, which was reflected in advertising fences “Scratch & Sniff”, that is, supports that when scratching gave off the smell of the product.

The fences were installed in London and their creativity is inspired by the codes of the underwear for men. Thus, they show black and white photos, marked abdominals and tight underpants. The supports were printed with aromatic ink and, thanks to microencapsulation technology, rubbing the image the fragrance of the product was released.

• “Shades of Red”, by David Madrid (Spain) for Coca-Cola

Coca-Cola’s red awnings have become another element of the urban landscape in Mexico and, therefore, the brand wanted to pay tribute to a campaign with which, in addition, it has pledged to renew them. This advertising work celebrates the history of the brand in the country through its presence in positions, groceries, changarros, teas and taquerías. Coca-Cola Mexico thus claim its connection with the national culture through the stories and experiences of the owners of the shops. The campaign was launched after a period of conflict for the brand in the country, as a consequence of the economic and migratory policies of the Donald Trump administration. The company experienced boycott attempts by the population through the “Latin Freeze” movement, which invited to stop consuming products and brands that are considered contrary to Latinos and migrants.

• “Missed Birthdays”, by Adam & Eveddb (United Kingdom) for Itv X Calm

The “Lost Birthday” campaign is the third work that the Agency does for Calm, a suicide prevention organization that counts in the development of its aims with the collaboration of the ITV British television channel. As part of the initiative, an installation was carried out in the largest London shopping center that had as its protagonist one of the classic accessories of the birthday parties: the balloons. Specifically, 6,929 balloons were placed, as many as young people had taken their lives in the previous ten years. The visitors of the installation, which could be seen coinciding with World Day for Suicide Prevention, were also able to listen to recordings of family members and loved ones from the people who had removed their lives in which they explained their feelings and what they expected to be achieved through the campaign.

• “Tracking Bad Bunny”, by DDB Latina Puerto Rico for Rhymes Music

The promotion of the Bad Bunny album in tribute to its Natal Puerto Rico was a celebration of the beauty of the island and a tourism campaign in the country that was articulated through the collaboration and combination of resources of Google Maps and Spotify. On the one hand, the titles of the album songs were placed in certain Street View locations in Puerto Rico and, on the other, those titles were replaced in Spotify with the corresponding geographical coordinates. This generated an intrigue that gave rise to a great conversation on social networks, while making different places of the island to fans around the world.

• “Gulf of Mexico (Bar)”, by Lepub (Mexico) for Tecate

The intention of the president of the United States, Donald Trump, to rename the Gulf of Mexico as Gulf of America was the reason that inspired this campaign of Mexican beer Tecate, whose intention was double: on the one hand, celebrate Mexican pride and enhance the cultural presence of the country in a scenario marked by the geopolitical tension imposed by the new United States policies; and, on the other, offer a resonant brand experience. The initiative was reflected in the launch of a version of its Tecate Light product made with salt from the Gulf of Mexico and in development, to make it known, of a communication strategy that sought to position the Gulf of Mexico on the map, both at the symbolic and geographical level like this, a floating bar was created, called “Gulf Bar of Mexico”, which was both physical installation, as a digital reference point. He presented himself as “the ship for those who enjoy the Gulf of Mexico”, and has its own Instagram profile, which links with the location of the Gulf in Google Maps. It was also the scene of strategic collaborations with Infuencers, who were invited to enjoy the beer and landscape of the region in the boat.

• “Price Packs” by Serviceplan Munich (Germany) for Penny

The German supermarket chain Penny decided to create its own brand that made its commitment to the stability of low prices very patent and graph. This is how “Price Packs” was born, which was presented as the first brand whose packaging design has as its absolute protagonist the price of the product. The new brand was announced through an exterior campaign as simple and with a message as concrete as the one that transmits the packaging of the different references.

According to Serviceplan on its website, the campaign generated the sale of 1.4 million products in four weeks, and a positive consumer feedback of 94%.
In the data presented to Cannes Lions, it is highlighted that the campaign has achieved $ 190 million in won media, and that Penny’s perception in affordability has increased by 2200%.

• “Lucky Yatra”, by FCB Mumbai (India) for Indian Railways

Indian Railways transports 24 million people a day. The enormous massification of the service and the traditional absence of lathes to control access to trains makes a large proportion of travelers do not buy tickets to travel, considering it an unnecessary expense. At the same time the Indian population spends about 30,000 million dollars a year in lottery. The way to take advantage of these two realities by Indian Railways, and try to limit the amount of lost income, was to convert train tickets, each of which is printed a unique code, in tickets of a raffle, called Lucky Yatra, with high economic awards. The initiative was announced, among other media, through a great exterior campaign in the stations and in the trains themselves.

More info.: Exterior winners in Cannes Lions 2025