Cannes Lions 2025: Outdoor winners /

Two Grands Prix were awarded in the Outdoor category at the Cannes Lions Festival of Creativity on 16 June.

KitKat’s Phone Break campaign by VML Czechia, Prague, scooped top honours alongside the Olympic Games Opening Ceremony Paris 2024 campaign for Paris 2024 by Paname 24, Paris. 

The KitKat campaign highlighted the amount of time people spend on their smartphones to encourage them to take a proper break. The out-of-home and print campaign featured KitKat bars in place of smartphones in everyday scenes such as waiting for a bus, meeting friends for a drink, or standing in a queue. The images were strategically placed in high-traffic outdoor locations where phone use is most visible, like tram stops, public squares and pedestrian zones.

Speaking about the work, jury president Keka Morelle, Latam chief creative officer at Ogilvy, said the idea was a masterclass for Outdoor. She added: ‘Without words or logos, it communicates a strong message to a beautifully crafted image. It captures the moment we are living, reinforces the brand’s concept and immediately sparks reflection.’

As to why the jurors favoured the Olympic Games Opening Ceremony Paris 2024 campaign, Morelle cited the idea as bold and unforgettable and a clear reminder of the relentless power of outdoor. ‘The work redefines public space as a platform not just for visibility but for meaning,’ she said.  

The ceremony broke with tradition by moving from a stadium to the heart of Paris, transforming the Seine River into a 6km stage. It featured 12 choreographed acts and a parade of athletes on boats, allowing large public audiences to take part.

Morelle summed up that the ceremony is an example of what outdoor represents: expansive, emotional and authentic brand expression in today’s world.

Claustrobars for Stella Artois by Grey, London

It Has to Be for Heinz by Wieden + Kennedy, London

Scratch and Sniff for Axe, Lynx by Lola MullenLowe, Madrid

Shades of Red for Coca-Cola by David, Madrid

Missed Birthdays for ITV x CALM by Adam&eveDDB, London

Tracking Bad Bunny for Rimas Music by DDB Latina, Puerto Rico

Gulf of Mexico (Bar) for Tecate by LePub, Mexico City

Price Packs for Penny by Serviceplan, Munich

Lucky Yatra for Indian Railways by FCB India, Mumbai