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:
Waterstones: Read Better – FP7 McCann, Dubai
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: The Shaded Route – VML, Riyadh
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.
KitKat: Auto Reply_Break – Publicis Middle East
Publicis Middle East stands a chance to win a Digital Craft Lion under the Personalised Storytelling & Experience category for its work for KitKat.
AnNahar Newspaper: The New President – Impact BBDO, Dubai
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.
Billboard Arabia: The Second Release – SRMG Labs, Riyadh
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.
stc: Speak My Language – VML, Riyadh
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.
Harley Davidson: The Midlife Check – FP7 McCann, Dubai / McCann Health, Dubai
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.
McDonald’s: Not For First Dates – FP7 McCann, Dubai
This spot by FP7 McCann, Dubai for McDonald’s is up for an Outdoor Lion under the Social Behaviour category.
Testicular Cancer Society: Sponsored Balls – FP7 McCann, Dubai
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.
NBA India: Jordan 23, Shaq 34, Kobe 8, and Lebron 6 – LEO, Dubai
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.
UN Women: Inkvisible – Impact BBDO, Dubai
This work for UN Women by Impact BBDO, Dubai is up for a Cultural Engagement Lion under the Print & Publishing category.
Nana: Ruby Blooms – Saatchi & Saatchi ME, Dubai
This work from Saatchi & Saatchi Middle East for Nana has been shortlisted for a Design Lion under the Books category.
Salam: Safety Mouse – Digitas, Dubai
Digitas Dubai’s work for Salam has earned a shortlist for the Design for Behavioural Change category under the Design Lions.
Billboard Arabia: Sounds of the Land – SRMG Labs, Riyadh
This campaign from Billboard Arabia by SRMG Labs is shortlisted for Design Lion under the Promotional Items/Promotional Printed Media.
Riyadh Season: Everything or Nothing – BigTime Creative Shop, Riyadh
Riyadh Season’s Everything or Nothing by BigTime Creative Shop is up for a Film Craft Lion under the Production Design/Art Direction category.
Riyadh Season: Touching Hands – BigTime Creative Shop, Riyadh
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.
Riyadh Season: Obessesion – BigTime Creative Shop, Riyadh
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: Explosion, Home and Uncensored Press: Breaching the Algorithm – TBWA\RAAD, Dubai
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.
adidas: The Desert Runner – HAVAS Middle East, Dubai
This work from HAVAS Middle East for adidas has picked up an Industry Craft shortlist under the Illustration: Outdoor category.
Arla Foods MENA: Recipe For Change – FP7 McCann, Dubai
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.
HungerStation: The Social Feed – VML, Dubai
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.
ItsHerWay: The Leave of Absence – Saatchi & Saatchi Middle East, Dubai
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.
OMO: The Art of Stains – MullenLowe MENA, Dubai
This work for OMO picked up a Direct Lions shortlist under the Consumer Goods category.
Dubai Tourism: Safe at 3 AM – VML, Dubai
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.
Easypaisa: Insured Billboards – Impact BBDO, Dubai
Impact BBDO’s work for Easypaisa picked up a Media Lions shortlist under the Healthcare category.
NIVEA Sun: Sun Courts – Saatchi & Saatchi Middle East / Publicis One Touch, Dubai
This work from Saatchi & Saatchi Middle East / Publicis One Touch, Dubai is shortlisted for a Creative Data Lions under the Use of Events & Stunts.
Pizza Hut: Pay With Your Trend – Publicis Middle East, Dubai
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.
Fixby: Don’t Look Down – MullenLowe MENA & Current Global, Dubai
This work is shortlisted for a PR Lions for the Use of Events & Stunts.
Kudu: For The Love of Kudu – VML Riyadh
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.
KFC: Original Fake Games – TBWA\RAAD, Dubai
This work from TBWA\RAAD for KFC has been shortlisted for an Entertainment Lions for Gaming for the Use of Gaming/Streaming Platforms.
The Ring: The 4th Judge – BigTime Creative Shop, Riyadh
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.
Riyadh Season: 5 Vs. 5 – BigTime Creative Shop, Riyadh
Another spot from BigTime Creative Shop for Riyadh Season has been shortlisted for an Entertainment Lions for Sport under Fan Engagement/Distribution Strategy
AnNahar: AnNahar’s Active Journalism – Impact BBDO, Dubai
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.
EBM: Incomplete Anthem – Impact BBDO, Dubai
This work for EBM from Impact BBDO is shortlisted for a Film Lions under the Local Brand subcategory.
Carrefour: Lumpdolls – Saatchi & Saatchi Middle East, Dubai
This work from Saatchi & Saatchi ME for Carrefour has been shortlisted for a Brand Experience & Activations Lions under Cultural Engagement.
Arabian Automobiles Company: URVENTURES – TBWA\RAAD, Dubai
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.
UN Women: Child Wedding Cards – Impact BBDO
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.
