Cannes Lions 2025: Titanium and Innovation Lions Shortlists Announced

In the global creativity arena, Cannes Lions stands as the barometer measuring innovation and the impact of the boldest advertising campaigns. This year, the announcement of the shortlists for the coveted Dan Wieden Titanium Lions and Innovation categories revealed a notable absence: Mexico is not among the finalists.

The Dan Wieden Titanium Lions category, which celebrates ideas that redefine the boundaries of creativity, has selected 18 campaigns that challenge conventions and chart new directions in the industry.

In the Innovation category, which awards innovative application of technology and creative problem-solving, 26 campaigns have been recognized. Standouts include “Voice 2 Diabetes” by Klick Health for KVI Branve Fund Inc. and “Vanishing Emails” by VML Lima for Amazon Web Services.

The Mexican absence

Despite expectations, renowned Mexican brands such as Corona, Tecate, and the organization Capaxia did not make it into the shortlists for these categories. This absence is particularly notable given Mexico’s history at the festival and its growing presence on the global creative stage.
The campaign Natural Freezers by Corona, created by BBDO México, and 50% Off Shoes by Capaxia, produced by DDB México, were left out of the Innovation category. Tecate with Gulf of Mexico (Bar), created by LePub, and Natural Freezers by Corona did not make the Titanium shortlist.

Mexico’s exclusion from these categories raises questions about the creative strategies and capabilities of Mexican agencies and brands to compete on the international stage. It is a wake-up call to reassess approaches and foster a culture of innovation that not only resonates locally but also has the power to make a global impact.

Although Mexico is not included in the Dan Wieden Titanium Lions and Innovation shortlists for Cannes Lions 2025, we hope it will surpass last year’s triumphs. This is a time to reflect, learn, and double down on efforts so that Mexican creativity is not only recognized but also inspires and transforms on the global stage.

Dan Wieden Titanium Lions’ Shortlist

• PRICE PACKS
  PENNY, SERVICEPLAN

• CAMDOM
  BILLY BOY, INNOCEAN BERLIN

• THE FLAME THAT WASN’T A FLAME
  EDF, BETC

• E.L.F. BEAUTY “SO MANY DICKS”
  E.L.F. BEAUTY, E.L.F. COSMETICS

• AXA – THREE WORDS
  AXA, PUBLICIS CONSEIL

• ORANGE – SAFER PHONE
  ORANGE, PUBLICIS CONSEIL

• PUB SUCCESSION
  HEINEKEN, LEPUB

• LUCKY YATRA
  INDIAN RAILWAYS, FCB INDIA

• 36 MONTHS
  36 MONTHS, FINCH

• MINEFIELD HONEY: HARVESTING HOPE
  KERNEL, MINISTRY OF FOREIGN AFFAIRS OF UKRAINE, SAATCHI & SAATCHI UKRAINE

• THE FINAL COPY OF ILON SPECHT
  L’OREAL, McCANN

• SPHERE
  SPHERE ENTERTAINMENT, SPHERE STUDIOS

• CAPTION WITH INTENTION
  ACADEMY OF MOTION PICTURE ARTS & SCIENCES – RAKISH – CHICAGO HEARING SOCIETY, FCB CHICAGO

• PEDIGREE CARAMELO
  PEDIGREE, ALMAPBBDO

• LIFE DONOR CARD
  MASTERCARD, MRM GERMANY

• VASELINE VERIFIED
  UNILEVER, OGILVY

• BREASTMILK MONEY
  HERCONOMY, SERVICEPLAN

• THE ATHLETES CODE
  POWERADE, OGILVY

Innovation Lions’ Shortlist

• Early-Stage Technology
  INTERFACE OF HUMANITY POWERED BY NTT
  NTT HUMAN INFORMATICS LABORATORIES, DENTSU INC.

• Early-Stage Technology
  BABY MINDER
  EUROFARMA, OGILVY HEALTH

• Early-Stage Technology
  SELF-PACKING CHEESE
  NESTLE, OGILVY COLOMBIA

• Early-Stage Technology
  DROPS OF HOPE
  KIMBERLEY CLARK, FCB NEW YORK

• Brand-Led Innovation
  FIXABLES
  PHILIPS, LEPUB

• Product Innovation
  CREAMOTHERAPY
  MY DOCTORS RECIPE, HAVAS LYNX

• Product Innovation
  AIRPODS PRO 2 HEARING AID FEATURE
  APPLE, APPLE

• Product Innovation
  LIVING FABRIC
  UNIVERSIDAD DE LOS ANDES & ATRATUS, VML

• Product Innovation
  PAINVISIBLE
  ARITIUM, VML SPAIN

• Product Innovation
  PHILIPS GROW
  PHILIPS, LEPUB

• Product Innovation
  CAPTION WITH INTENTION
  ACADEMY OF MOTION PICTURE ARTS & SCIENCES – RAKISH – CHICAGO HEARING SOCIETY, FCB CHICAGO

• Product Innovation
  DARTY – LONG LASTING PASSPORT
  DARTY, PUBLICIS CONSEIL

• Environmental Innovation
  FIXABLES
  PHILIPS, LEPUB

• Environmental Innovation
  LIVING FABRIC
  UNIVERSIDAD DE LOS ANDES & ATRATUS, VML

• Environmental Innovation
  WILDFIRE WATCHTOWERS
  ROGERS, PUBLICIS CANADA

• Environmental Innovation
  SOUNDS RIGHT
  MUSEUM FOR THE UNITED NATIONS – UN LIVE, SPOTIFY, AKQA

• Societal Innovation
  STREETNAV
  STREETCO, HAVAS PARIS

• Societal Innovation
  THE UNIVERSITY OF DYSLEXIC THINKING
  MADE BY DYSLEXIA, DDB MELBOURNE

• Societal Innovation
  BEER RETIREMENT ACCOUNT
  POKER BEER, MONKS

• Societal Innovation
  CAPTION WITH INTENTION
  ACADEMY OF MOTION PICTURE ARTS & SCIENCES – RAKISH – CHICAGO HEARING SOCIETY, FCB CHICAGO

• Societal Innovation
  RENAULT – CARS TO WORK
  RENAULT, PUBLICIS CONSEIL

• Societal Innovation
  BREASTMILK MONEY
  HERCONOMY, SERVICEPLAN

• Technology
  PAINVISIBLE
  ARITIUM, VML SPAIN

• Technology
  SPHERE
  SPHERE ENTERTAINMENT, SPHERE STUDIOS

• Technology
  INTRODUCING IMMERSIVE ON APPLE VISION PRO
  APPLE, APPLE

• Fintech
  BREASTMILK MONEY
  HERCONOMY, SERVICEPLAN

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