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Campaign ME
4 days ago
- Entertainment
- Campaign ME
The MENA shortlists at Cannes Lions 2025
The Cannes Lions Festival of Creativity is in full swing for its 2025 iteration, with thousands of creatives and advertising flocking to the city's Palais des Festivals et des Congrès for a week of celebrating creativity within the advertising industry. The Middle East has shown up in full force, with strong entries to the Festival's broad range of categories. 43 campaigns from regional shops have made it to the shortlists across 17 categories. Here's a breakdown of the campaigns up for a chance of walking away with a metal cat: This campaign for the UK's Waterstones has collected two shortlists for the Festival's Digital Craft – Data Storytelling and Design Lions – Books categories. HungerStation's The Shaded Route has picked up two shortlists in the Digital category – for Data Storytelling and Real-time Usage & Targeting. The campaign was also shortlisted Health category, shortlisted under Health & Wellness Tech and a Brand Experience & Activation Lions for Tech-Led Brand Experience. Publicis Middle East stands a chance to win a Digital Craft Lion under the Personalised Storytelling & Experience category for its work for KitKat. This work from Impact BBDO has been shortlisted for the Festival's Digital Craft – AI Storytelling category. It's also been shortlisted for two Creative Strategy Lions: Media/Entertainment and Brave Brands. This work from Billboard Arabia by SRMG Labs is up for three metal cats under the Audio & Radio category. The work has been shortlisted for the Use of Audio and Radio as a Medium, Single-Market Campaign and Social Behaviour. In the Entertainment category, the campaign has been shortlisted under Diversity & Inclusion in Entertainment and Audio Content. VML Riyadh is up for two Audio & Radio Lions for its Speak My Language campaign for stc. The campaign stands a chance to win in the Voice Activation category and Use of Audio & Radio Technology. This traditional radio spot by FP7 McCann, Dubai and McCann Health Dubai for Harley Davidson is shortlisted for a Corporate Purpose & Social Responsibility Audio & Radio Lion. The campaign is also shortlisted for a Media Lion under the Audience Insights category. This spot by FP7 McCann, Dubai for McDonald's is up for an Outdoor Lion under the Social Behaviour category. This campaign from FP7 McCann, Dubai forTesticular Cancer Society is shortlisted for three Lions. Under the PR Lions category the campaign is up for the Use of Events & Stunts and Breakthrough on a Budget. It also stands a chance to win an Outdoor Lion under the Use of Humour category. LEO Dubai has collected four shortlists for its work for NBA India across its isolated campaigns named after prominent professional NBA basketballers. The work stands a chance to win a Print & Publishing Lion under the Travel, Leisure, Retail, Restaurants & Fast-food Chains category. This work for UN Women by Impact BBDO, Dubai is up for a Cultural Engagement Lion under the Print & Publishing category. This work from Saatchi & Saatchi Middle East for Nana has been shortlisted for a Design Lion under the Books category. Digitas Dubai's work for Salam has earned a shortlist for the Design for Behavioural Change category under the Design Lions. This campaign from Billboard Arabia by SRMG Labs is shortlisted for Design Lion under the Promotional Items/Promotional Printed Media. Riyadh Season's Everything or Nothing by BigTime Creative Shop is up for a Film Craft Lion under the Production Design/Art Direction category. This spot from Riyadh Season is up for a Film Craft Lion under the Use of Licensed/Adapted Music category. Saudi Arabia's BigTime Creative Shop is the entrant company. This spot from BigTime Creative Shop has been shortlisted for a Film Craft Lion under the Visual Effects category. It has also secured a shortlist for an Entertainment Lions for Sport under the Use of Humour category. Al Joumhouria has picked up two shortlists for its campaigns 'Explosion' and 'Home' for an Industry Craft Lion under the Art Direction: Print & Publishing category. It's Uncensored Press: Breaching The Algorithm campaign has also been shortlisted for a Creative Data Lions under the Use of Print subcategory. The work was submitted by TBWA\RAAD, Dubai. This work from HAVAS Middle East for adidas has picked up an Industry Craft shortlist under the Illustration: Outdoor category. Arla's Recipe For Change was shortlisted twice for an Engagement Lion under the Brand Experience category and the Targeting & Engagement category. The work was also shortlisted under two categories for the Brand Experience & Activations Lions, under Consumer Goods and Market Disruption. The campaign also bagged a shortlist for a Creative Business Transformation Lions. This work from HungerStation by VML in Dubai has picked up five shortlists at Cannes Lions 2025. In the Engagement category the campaign was shortlisted for a Creative B2B Lions under the Targeting & Engagement sub-category. The work also picked up a shortlist for a Creative Data Lions under Data-Driven Targeting, and Data-Driven Consumer Product. Adding to this, the campaign was shortlisted for a Brand Experience & Activation Lions under the Social Engagement & Integration for Live Experience category and the Creative Commerce Lions under the Social Behaviour category. This work from Saatchi & Saatchi Middle East in Dubai for ItsHerWay is shortlisted for a Creative B2B Lions under the Corporate Purpose & Social Responsibility Category. It's also shortlisted for a PR Lions under the Consumer Services/Business to Business category. This work for OMO picked up a Direct Lions shortlist under the Consumer Goods category. VML, Dubai adds to its list with this campaign for Dubai Tourism which is shortlisted for a Direct Lions under the Use of Mobile category. Impact BBDO's work for Easypaisa picked up a Media Lions shortlist under the Healthcare category. This work from Saatchi & Saatchi Middle East / Publicis One Touch, Dubai is shortlisted for a Creative Data Lions under the Use of Events & Stunts. This campaign for Pizza Hut by Publicis Middle East is shortlisted for two subcategories under the Media Lions for the Use of Social Platforms and the Innovative Use of Influencers/Creators. This work is shortlisted for a PR Lions for the Use of Events & Stunts. This work by VML Riyadh for KUDU has been shortlisted for a Social & Creator Lions under the Travel, Leisure, Retail, Restaurants, & Fast-Food Chains category. This work from TBWA\RAAD for KFC has been shortlisted for an Entertainment Lions for Gaming for the Use of Gaming/Streaming Platforms. This spot from BigTime Creative Shop for The Ring has been shortlisted in three categories for an Entertainment Lions for Sport: Brand Storytelling, Sports Live Experience and Innovation in Sport. Another spot from BigTime Creative Shop for Riyadh Season has been shortlisted for an Entertainment Lions for Sport under Fan Engagement/Distribution Strategy This work for AnNahar from Impact BBDO has been shortlisted for a Creative Strategy Lions and a Creative Business Transformation Lions under Long-Term Brand Platform. This work for EBM from Impact BBDO is shortlisted for a Film Lions under the Local Brand subcategory. This work from Saatchi & Saatchi ME for Carrefour has been shortlisted for a Brand Experience & Activations Lions under Cultural Engagement. This work from LEO, Jeddah/ Saatchi & Saatchi Middle East, Dubai for Saudia Airlines is shortlisted for a Brand Experience & Activations Lions under Social Behaviour. This work for Arabian Automobiles Company from TBWA\RAAD has been shortlisted for two Creative Business Transformation Lions under New Relationship Models and Venture Models & Corporate Innovation. This campaign from UN Women by Impact BBDO has been shortlisted for three Creative Effectiveness Lions under Creative Effectiveness for Good, Not-For-Profit/Charity/Government and Breakthrough on a Budget. See all the shorlisted and winning work from Cannes Lions this year here.
Campaign ME
5 days ago
- Business
- Campaign ME
Cannes Lions receives 26,900 entries for 2025
Entries to the Cannes Lions Festival has risen by 0.5 per cent compared to last year, when 26,753 submissions were received, and were broadly similar to 2023's tally of 26,992. The annual festival of creativity, which runs from 16 to 20 June, is the biggest annual gathering in global advertising and is seen as a barometer of the ad industry. Glass: The Lion for Change saw a 53 per cent increase in entries while the Strategy Track, encompassing Creative Strategy and Creative Effectiveness Lions, grew by 10 per cent. The Design Lions, which have been updated to reflect the strategic and behavioural impact of design, rose by 17 per cent. The number of entries from independant agencies rose by 18 per cent, and those from Latin America were up by 16 per cent. As of today, 1,672 shortlists have been announced across 20 categories. Simon Cook, Chief Executive of Lions, said: 'We know that world-class creativity can come from anywhere. For business leaders seeking growth opportunities, the global benchmark provides a unique insight into creativity's power as a catalyst for meaningful transformation and growth. With submissions from across 96 markets – and significant regional growth from Latin America – we look forward to seeing the breadth of groundbreaking ideas from across the world. 'We're excited to see the winning body of work that emerges over the next week as our Juries set the benchmark that will define the future direction for our industry.' Social & Creator Lions have been updated to 'better reflect the growing influence of creators in today's landscape', and 18 per cent of all entries in this area were submitted in newly introduced sub-categories that focus specifically on creator-led content. Entries to Creative B2B were up 13 per cent, while the Entertainment Lions for Sport rose by 15 per cent, 'reflecting an increasing emphasis on creativity within performance-driven and fan-led sectors,' Cook said. Marian Brannelly, Global Director of Awards at Lions, said: 'The submissions this year reveal a shift in how creativity is being harnessed for meaningful change for both business and society. We're seeing record growth in categories that demand measurable impact, whether that's through design thinking that transforms user experiences or strategic approaches that deliver tangible business outcomes.' 'Overall, the data shows an industry that continues to evolve and embrace new opportunities to drive impact, with strong engagement with creator-focused submissions and the growth of independent agency participation, representing an industry embracing new models of impact, innovation and transformation,' she added. This content was first published by Campaign UK.
