The Cannes Lions Festival of Creativity returns June 16-20 with high anticipation among PR professionals eager to see which earned media campaigns will stand out on the global stage.
Golin, a leading PR firm, won two Grand Prix last year for its Specsavers campaign, The Misheard Version, marking the first time a PR agency earned a PR Lions Grand Prix with sole creative credit since the category’s 2009 inception. Ron D’Innocenzo, Golin’s Chief Creative Officer for North America, missed last year’s event but looks forward to this year’s festival with optimism. Golin has submitted several standout campaigns, including:
- The Desk Break Clause for Asics, advocating a mandated daily movement break supported by a video featuring Brian Cox.
- MedLife’s innovative mobile STD testing unit launched by drones at a European music festival.
- Special Delivery for Grubhub, which provided surprise meals to new mothers.
- Mountain Dew’s campaign promoting “Mountain Time” as the brand’s unofficial time zone.
D’Innocenzo describes the festival as a source of motivation, noting that exposure to winning work inspires both agencies and their clients to pursue creative excellence.
MSL U.S. CEO Diana Littman, a PR Lions jury member, praises the incoming batch of global campaigns for raising industry standards and celebrating earned-first creativity, emphasizing the growing value of “talkability” in communications.
Yuki Koda, chief consultant at PR Consulting Dentsu Japan and fellow jury member, highlights entries focused on health, mental well-being, and protection from digital threats. She also notes a more sophisticated use of AI in campaigns, predicting AI-driven work may soon win PR Lions awards. Koda stresses that earning impact through strategic thinking remains central to PR, beyond just avoiding paid media.
First-time juror Ricardo Silvestre, CEO of Black Influence Brazil, expects winning campaigns to demonstrate cultural sensitivity, long-term commitment, and measurable outcomes. He foresees recognition for work challenging power structures, amplifying marginalized voices, and reshaping narratives. Silvestre also sees Brazil’s designation as Creative Country of the Year as a milestone that challenges industry perceptions and encourages more authentic storytelling.
Burson’s Diego Bertagni, executive creative director for the Americas and PR Lions jury member, notes the festival’s significance amid tight economic conditions where earned media can extend campaign reach. He anticipates discussions on AI integration, brand activism authenticity, PR agency evolution, and diversity in creative talent.
While jurors remain discreet on specific contenders, the 2025 PR Lions Shortlisting Jury highlighted notable campaigns such as:
- Three Words That Can Change Everything by Publicis Conseil for AXA, recognizing domestic violence coverage in home insurance.
- The Severance stunt by Apple TV+, featuring cast members in a glass box at Grand Central Station.
- Grey’s Corona 100th Anniversary campaign, creating the world’s first “sun reserve” to protect beach sunshine access.
- Lucky Yatra for Indian Railways, turning valid tickets into lottery entries to encourage fare purchases.
Jury member Florencia Kessler from Grey notes a revival of traditional PR tools such as press releases and conferences effectively driving narrative in a PR environment. She observes an uptick in entries leveraging events, suggesting that the broad definition of events in PR might require refinement.