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Design Lions

The Design Lions celebrate visual craftsmanship.

Introduction

The history of the Design Lions

The Design Lions were introduced in 2008 to recognise excellence in design within the marketing and advertising industries. Over the years it’s evolved to reflect the growing importance of design in creating meaningful connections between brands and consumers. This Lion honours work that demonstrates creativity, innovation, and craftsmanship, showcasing how thoughtful design can elevate brand storytelling and create lasting impact.

This year the Design Lions have been updated to reflect the current priorities and evolving practices of design. The new Transformative Design category will celebrate innovative, forward-thinking work that demonstrates how design can shape behaviour, advance social and environmental goals and set new standards for creativity and impact.

These new sub categories recognise work that not only stands out but also drives real progress and innovation, celebrating design’s power to effect change in a variety of contexts – from creating accessible, inclusive spaces to using technology in original ways that redefine how people interact with the world.

What kind of work can be entered?

Work may include graphic design, branding, packaging, product design, digital design, environmental design, innovative visual identity systems, logo design, website and app interfaces, and user experience (UX) design.

The work may feature physical products and their design elements, such as packaging, retail displays, or installations, as well as experiential work that uses design to create immersive brand experiences in public spaces or at events. Additionally, the Lion honours work that integrates design with technology, such as interactive design, motion graphics, and digital installations that push the boundaries of how design engages audiences.

What's the Jury looking for?

The work should demonstrate exceptional creativity, innovation, and craftsmanship in the use of design to solve problems, communicate ideas, and create impactful brand experiences. Work that pushes the boundaries of design, whether through graphic design, branding, product packaging, or digital interfaces, and that effectively engage audiences in meaningful ways.

Additionally the work should be strategically sound, showcasing how design can drive business outcomes, shape brand identity and create a lasting impact.

EDIBLE LITERATURE | KAMEYA YOSHINAGA | VML OGILVY JAPAN, TOKYO | BRONZE, DESIGN LIONS | 2024

The Categories

A. Brand Design

Excellence in visual communication and design that effectively conveys messages across various platforms.

B. Transformative Design

Transformational design focusing on innovative, impactful, and forward-thinking work that goes beyond traditional approaches to create meaningful change.

Eligibility

Work will need to have been executed during the eligibility period of 8 February 2024 - 10 April 2025.

All work entered into category 'A04. Product Design' must be available for purchase in order to be eligible.

Is there a limit to how many times I can enter?

There is no overall limit to how many times the same piece of work can be entered into Design as long as the categories chosen are relevant.

IT'S TIME FOR YOUR TIME | FRANC ARMAN WINES | STUDIO TUMPIC PRENC, ROVINJ | BRONZE, DESIGN LIONS | 2024

Previous Winners

Sightwalks

Cannes Lions 2024 Grand Prix Circus Grey, Lima / Sol Cement / 2024

Sol Cement, a Peruvian cement brand, addressed a global issue with a simple solution: tactile paving to help visually impaired people locate local businesses and services. It’s estimated that more than 500,000 people will benefit from the project. The designs and patents are open and free to be used all over the world.

SIGHTWALKS | SOL CEMENT | CIRCUS GREY, LIMA | GRAND PRIX, DESIGN LIONS | 2024

Why the work won

The Design Jury awarded this work the Grand Prix for its innovative use of design to create a simple, scalable solution to a global issue, recognising how it tackled a complex challenge with a clear, actionable approach. Jury President Fura Johannesdottir praised the project for its accessibility and impact, noting, "This is open source and any city can apply it tomorrow – what's better than that?"

The work stood out for its ability to offer a universally applicable solution that could be adopted by cities worldwide, making it not only a design achievement but also a tool for positive change. By leveraging open-source principles, the project allowed for easy adaptation and implementation, ensuring that its benefits could be shared globally, without barriers. The Jury was particularly impressed by how the design offered a practical, scalable way to address a pressing issue, demonstrating the power of design to create solutions that can have a wide-reaching and lasting effect on communities across the world.

SIGHTWALKS | SOL CEMENT | CIRCUS GREY, LIMA | GRAND PRIX, DESIGN LIONS | 2024

Inside the Jury Room: Design Lions

To hear more from the Jury and how they decided on the winning work, check out the video below.

Entries & Judging

What are the judging criteria?

A number of criteria will be considered during judging, weighted as follows: 40% idea; 40% execution; 20% results.

What do I need to provide with my entry?

To enter, you’ll need to complete an online entry form, which can be found on the Cannes Lions entry site. In the ‘Written Explanation’ section, you’ll be asked to provide the Jury with everything they need to know about your work.

You’ll also be able to submit optional supporting materials to provide additional context with your entry.

All case films, films, demo films and original content must be subtitled in English.

Detailed information outlining the entry process can be found on A Guide to the Cannes Lions Awards.

What if I don’t have all the details right away?

Don’t worry – you can fill in the form in any order and save your progress at any time while it’s still in the pending stage. However, please only check out when your entry is 100% complete as no changes can be made to your entry once you’ve clicked “Submit” and “Checkout”.

The Written Submission

Here’s the questions you’ll be asked regarding your work.

To start your entry to the Design Lions, go to our Awards page.

The Jury will refer to the written explanation you provide throughout the judging process. Our advice is to provide as much relevant detail as possible.

When answering the following questions keep the main element you’re trying to celebrate in mind (e.g. the storytelling, the strategy, the craft, the use of data).

The bullet points under each question are prompts designed to guide your thinking, based on the factors the jury will be considering when reviewing your work. You might not need to use them all, and that’s totally fine. They’re there to help you consider what’s most important in your work.

Questions

Category Specific Questions

NEW GEN ENERGY | OLGERDIN | BRANDENBURG, REYKJAVIK | BRONZE, DESIGN LIONS | 2024

Contact us

Everything you need to know to enter

For more detailed information on how to use the entry site, craft a compelling submission or submit your work we have a whole range of resources.

From Entry Guides that give you a step-by-step overview of the entire process to the Entry Kits that provide all the detailed rules and requirements for each and every category.

Information and advice on how to enter

We are here to help

As Awards Experts, we know the Lions inside out. We can help with:

  • Sharing the updates to the Awards for 2025
  • Offering best-practice advice on how to craft a compelling entry
  • Discussing your work and relevant categories
  • Scheduling regular catch-ups to answer any questions that arise throughout the entry process.

Whether you have a specific query or would like expert advice, get in touch today.

Email: awards@canneslions.com Helpline: +44 0 20 7046 1155