Creativity

Cannes Lions 2025: Print & Publishing winners 

Penny takes home the Grand Prix in Print & Publishing at Cannes Lions 2025

16 Jun 2025

German discount supermarket Penny has won the Grand Prix in the Print & Publishing category at Cannes Lions for their Price Packs campaign made in partnership with Serviceplan NEO, Munich.

Penny redesigned its packaging to display the fixed prices of five core products – oatmeal, toast, salt, crisps, and mayonnaise – in bright colours and big font, making its distinctive low prices impossible to ignore.

Although there were around 50 more entries than there were last year, the winner was a no-brainer, said jury president Icaro Doria, president and chief creative officer at DM9. The jury ‘agreed on pretty much everything’ and was done deliberating on the first day before lunchtime’.

Doria explained the jury’s unanimous decision by pointing to the campaign’s simple yet straightforward power of communication. ‘This idea is print. It’s publishing. It’s packaging, It’s price. And it’s positioning. It’s the famous five Ps in every marketing book,’ he said, adding that: ‘It’s great print because it’s a simple product shot that communicates everything it needs to communicate, and it does an amazing job to set up what Penny stands for.’

He added there was a huge responsibility on brands and agencies to make great print work given the trend of people ‘disconnecting’. ‘You don't need to wait 30 seconds to skip a print ad. You can just skip it immediately, which puts a lot of great responsibility onto the brands and the people creating those ideas, because they have to absolutely be impossible to ignore.’

Print & Publishing Gold Lions winners 

Claustrobars for Stella Artois by Grey, London

Get Unready for Dove by Ogilvy, New York

Ink of Democracy for The Times of India by Havas, Mumbai

Plastic Blood for Oka Tech by DM9, São Paulo

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