Cannes Lions 2025: Glass Shortlist Revealed — Who Could Win It?

Each year, Cannes Lions honors not only creativity but also the cultural, social, and human impact of the world’s most transformative advertising campaigns. In that spectrum, the Glass: The Lion for Change category stands as one of the most powerful: it celebrates creative work that drives gender equity and inclusion across the globe.

In 2025, the shortlist of 28 campaigns reveals the growing diversity, ambition, and depth of brands, governments, and organizations that understand social change can (and must) be driven through communication.

From Japan to Brazil, from Google to local governments, the selected pieces show that advertising can truly be a force for transformation.

Who Are the Top Contenders for Glass: The Lion for Change?

Below is a table with the main nominated projects, categorized by type, brand, and country. This list not only offers insight into this year’s most relevant campaigns, but also serves as a global thermometer of where the conversation on inclusion and cultural change is headed.

Glass: The Lion for Change Shortlist 2025

A01 (Technology)

A02 (Product / Service)

A03 (Initiatives)

B01 (Long-Term Brand Platform)

1. “Her Dome” – Government of the State of São Paulo

One of the shortlist’s most powerful entries. This campaign addresses women’s safety through a technological solution, showing how government can be an agent of real change. Its originality and relevance could make it a strong contender for the Glass Lion.

2. “The Final Copy of Ilon Specht” – L’Oréal Paris

A feminist tribute to the historic copy that gave birth to the slogan “Because I’m worth it.” This campaign transforms the past into a manifesto of equality. Its narrative and symbolism give it a strong chance.

3. “Real Beauty” – Dove

A contemporary classic that has evolved over decades, returning this year with a refined and deeply emotional execution. Its track record and consistency make it a strong candidate in the long-term platform subcategory.

4. “So Many Dicks” – E.L.F. Beauty

A direct, bold, and humorous critique of gender inequality in the cosmetics industry. Its ironic and provocative tone stands out as one of the most daring initiatives on the shortlist.

5. “Grad in Black” – Vult

A beauty campaign with a social purpose, focused on empowering and making Black women visible in the professional sector. Its inclusive and empowering storytelling could resonate strongly with the jury.

What Does the Glass Shortlist Say About the Industry?

The 2025 Glass shortlist makes one thing clear: equity, inclusion, and diversity are no longer trends—they are cultural and strategic imperatives. This year, we see narratives that blend technology, public service, inclusive education, universal design, and social-impact beauty campaigns.

Furthermore, global brands like Apple, Dove, Nike, and Google share the stage with regional governments, banks in Pakistan, and NGOs like the Last Prisoner Project, showing that change can come from anywhere—as long as it’s backed by a powerful idea executed with excellence.

Glass: The Lion for Change is much more than a trophy at Cannes. It’s a cultural thermometer, a reminder that creativity must serve something greater than KPIs. The shortlisted campaigns of 2025 invite us to rethink what it means to communicate with purpose, and how storytelling can truly become a force for justice.

Winners will be announced during the 2025 Cannes Lions International Festival of Creativity on June 20.
Your prediction? Who should win the Glass this year? Let us know.

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