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Burson MENA takes Gold at 2025 Young Lions PR Competition

Burson MENA has taken home a Gold in the PR category at this year's Young Lions Competitions, held during the 2025 Cannes Lions International Festival of Creativity. The winning team — Raneem Saleh and Youssef Yammine — topped the category with The Silent B, a campaign responding to a brief by Bee:wild, which tasked entrants with encouraging city mayors to rewild urban spaces for pollinators. Held annually as part of the Cannes Lions School and sponsored by Adobe, the Young Lions Competitions provide a global platform for rising creative talent to tackle real-world briefs in a high-pressure format. This year's edition welcomed nearly 460 competitors from 67 markets, including returning teams from Venezuela, Uruguay and Ukraine. The 2025 edition also marked several firsts – with Turkey winning its first-ever Gold in the Marketers category and Guatemala taking its first Gold in Film. Here is the full list of winners and their assigned briefs across all seven categories: PR The brief was set by Bee:wild, which tasked entrants with creating an innovative PR strategy to encourage city mayors to transform their cities into pollinator hubs, reframing the concept of rewilding to spark competition and action. Gold: The Silent B – Burson, MENA Raneem Saleh, Account Director Youssef Yammine, Associate Creative Director Silver: Construction Worker Bees – Weber Shandwick, France Louis Govindin, Art Director Remi Vincent, Art Director Bronze: Build the Buzz – Hero and Outlaw, Czech Republic Adam Rektor Polánek, PR Consultant Jakub Wija, PR Consultant Marketers The Braille Institute set the brief for this category, asking teams to reposition the organisation and encourage individuals with low vision to seek help and support from their services. Gold: Lines of Resistance – Kenvue, Turkey Sedef Selcan Ozcan, Senior Assistant Brand Manager Selda Ozturk, Senior Brand Manager Silver: Signal For Sight – Google, Australia Jenny Kim, Associate Product Marketing Manager Keira Spencer, Brand Marketing Manager Bronze: The better you see it, the more you taste it. – Kraft Heinz, Spain Bruna Roca García, Brand Manager Nahomi Vargas, Brand Manager Film Ovarian Cancer Action briefed teams to create a powerful and uplifting 60-second film to mark World Ovarian Cancer Day (8 May 2026), aiming to raise awareness and prompt early detection. Gold: Victoria has a Secret – El Taier DDB, Guatemala Ana Paula Escobar Farrington, Creative Director Diego Leonel Apen Díaz, Art Director Silver: Two Centuries Too Long – TBWA/Hunt/Lascaris, South Africa Paula Andropoulus, Writer Khomotso Makoto, Art Director Bronze: From Underseen to Understood – BBDO, Portugal Beatriz Roque, Creative Art Director João Bronze, Creative Copywriter Media Ovarian Cancer Action also set the Media brief, challenging participants to develop a globally scalable media idea that would help bring ovarian cancer into mainstream public discourse. Gold: Hidden in Plain Sight – GroupM, Norway Angelika Marcinkeviciute, Programmatic Specialist Maja Skaug Wirum, Programmatic Specialist Silver: Below the Belt – Initiative, United States Dana Nathanson, Associate Director, Strategy Morgan McAlister, Director, Strategy Bronze: To Be Cracked – Cossette Media, Canada Samuel David-Durocher, Business Intelligence Analyst Tristan Bonnot-Parent, Product Development Supervisor Digital Bee:wild also provided the Digital brief, asking teams to design a digital-led campaign to make wild bees famous among Gen Z audiences through education and collective action. Gold: The Wildest Profile – Cheil Worldwide, South Korea Subin Oh, Art Director Sunmi Park, Copywriter Silver: Running Wild – Anorak NoA, Norway Jakob August Andresen, Creative / Copywriter Svein Werner Lyngmyr, Creative / Designer Bronze: AirBnBee – M+C Saatchi, Australia Amy Morrison, Copywriter Laura Murphy, Art Director Print For the Print category, Bee:wild asked creatives to develop a striking print ad that would encourage collective purpose and action in rewilding efforts, aimed at supporting the return of all bee species to healthy ecosystems. Gold: The World Needs More Time – Sancho BBDO, Colombia Carlos Arturo Orjuela Torres, Creative Director Nicolás Castro Barrios, Creative Senior Copywriter Silver: You Should Be Scared Too – GUT, Mexico Ana Sofía Valdez Blanco, Art Director Fátima Alejandra Quiroz Alderete, Art Director Bronze: Forbees – DDB Amsterdam, Netherlands Kiki Knoops, Junior Creative Yascha Puts, Junior Creative Design The Museum of Art and Photography (MAP) India provided this year's Design brief, asking participants to create a fresh brand identity for an exhibition that challenges the perception that comics are a Western, child-centric medium. Gold: In Frame – Rethink, Canada Jesse Shaw, Senior Motion Designer Zoë Boudreau, Associate Creative Director Silver: Expression Timeline – Holy Motors, Georgia Daniel Grigorian, Motion Designer Nino Kavelashvili, Designer Bronze: Keep Calm and Frame the Scroll – Redkroft, Poland Mariia Demianiuk, Brand & Motion Designer Marta Goździewicz, Brand Designer