The Creative Brand Lions recognise excellence in the creative capabilities that drive sustained business success for brands.

The work should demonstrate how brands strategically use creativity across their organisation to achieve measurable business growth, clear ROI, meaningful audience engagement and long-term brand value.

A number of criteria will be considered during judging and weighted as follows: 25% creative innovation & originality; 25% strategic alignment; 25% scalability & sustainability; 25% commercial effectiveness.

This Lion recognises brands that demonstrate exceptional internal creative capability building through organizational transformation and strategic investment in creative infrastructure. Instead of judging individual campaigns, this award celebrates the creative capabilities and strategic approaches that deliver measurable business growth and long-term brand value.

All relevant strategic or implementation partners (e.g. agency, consultancy, technology partner) should be credited, but the focus must remain on the brand’s internal capability development.

There are no specific eligibility dates for the project or initiative itself within this Lion. However, projects must demonstrate at least 12 months of implementation to show systematic impact, with evidence of ongoing activity within the current eligibility period (06 Feb 2025 - 09 April 2026).

Brands may submit the same project across multiple categories, provided that each entry is specifically tailored to demonstrate the relevance to that particular category. However, work submitted to the Creative Brand Lion is not eligible for submission to any other Lions.

Celebrating the creative engine that makes breakthrough work inevitable, recognising the systems, culture, leadership and infrastructure that transform creative potential into sustained competitive advantage. 

The Audio & Radio Lions celebrate creativity that is wired for sound - work that communicates a brand message through audio excellence, sonic innovation or superior aural storytelling across the airwaves and digital streams.

The main criteria considered during judging will be the idea, the execution and the impact.

There is no overall limit to how many times the same piece of work can be entered into Audio & Radio as long as the categories chosen are relevant. However, the same piece of work may only be entered once in ‘D. Audio & Radio: Sectors’.

In sections B and D each execution constitutes one entry and all executions must have run within the eligibility period.

In sections A and C multiple executions may be entered as one entry. However all audio & radio executions must have run within the eligibility period.

Subtitles are highly recommended on all case films, films, demo films and original content.

The Film Lions celebrate the creativity of the moving image.

The work should demonstrate brilliant brand storytelling intended for a screen; filmed content created for TV, cinema, online and out-of-home experiences.

The main criteria considered during judging will be the idea, the execution and the impact.

There is no overall limit to how many times the same piece of work can be entered into Film as long as the categories chosen are relevant. However, the same piece of work may only be entered once into section ‘A. TV/Cinema Film: Sectors’ and once into section 'B. Online Film: Sectors'. 
 
In sections A, B, C and D each execution constitutes one entry. In Sections E and F multiple executions may be entered as one entry. However all Film executions must have run within the eligibility period.

Multiple microfilm executions can be entered as one entry up to a maximum of 60 seconds. Each microfilm should be a maximum of 15 seconds in length and all entries must have run within the eligibility period.

Subtitles are highly recommended on all case films, films, demo films and original content.

The Outdoor Lions celebrate creativity experienced out of home.

The work should demonstrate ideas that engage in the field. It should leverage public spaces to communicate a message or immerse consumers in a brand experience.

The main criteria considered during judging will be the idea, the execution and the impact.

There is no overall limit to how many times the same piece of work can be entered into Outdoor as long as the categories chosen are relevant. However, the same piece of work may only be entered once in ‘A. Billboards: Sectors’ and/or ‘B. Posters: Sectors’.

In sections A and B, each execution constitutes one entry and all executions must have run within the eligibility period.

In Sections C, D and E, multiple executions may be entered as one entry. However, all Outdoor executions must have run within the eligibility period.

Subtitles are highly recommended on all case films, films, demo films and original content.

The Print & Publishing Lions celebrate creativity in circulation.

The work will need to demonstrate ideas that leap off the page. Entries should showcase ingenuity and outstanding craftsmanship in published media including books, magazines, covers, printed materials, and digital publications for public distribution.

The main criteria considered during judging will be the idea, the execution and the impact.

Posters and billboards are not eligible here - please see Outdoor Lions for this work.

There is no overall limit to how many times the same piece of work can be entered into Print & Publishing as long as the categories chosen are relevant. However, the same piece of work may only be entered once in ‘A. Print: Sectors’.

In section A, each execution constitutes one entry and all executions must have run within the eligibility period.
In sections B, C, and D, multiple executions may be entered as one entry; however, all Print and Publishing executions must have run within the eligibility period.

Subtitles are highly recommended on all case films, films, demo films and original content.

The big creative idea - where work is brought to life through the long-standing yet ever-evolving fundamentals of image, sound and storytelling.

The Design Lions celebrate visual craftsmanship. 

The work should demonstrate creative approaches that use visual and strategic design to build strong brand connections, engage audiences, and leave lasting impressions through cohesive, impactful communication.

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

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.

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

Subtitles are highly recommended on all case films, films, demo films and original content.

The Digital Craft Lions celebrate technological artistry. 

The work should demonstrate exceptional form and function in a digital context. It should have a flawless design and masterful execution and offer an outstanding user experience created for all digital environments that moves a brand forward.

The main criteria considered during judging will be the execution and experience.

There is no overall limit to how many times the same piece of work can be entered into Digital Craft.

Subtitles are highly recommended on all case films, films, demo films and original content.

The Film Craft Lions celebrate on-screen artistry.

The work should demonstrate exceptional filmmaking. It should showcase technical skill and prowess in production/post-production, elevating an idea or dramatically enhancing its execution.

The main criterion considered during judging will be the execution.

Each execution constitutes one entry.

There is no overall limit to how many times the same piece of work can be entered into Film Craft.

Multiple microfilm executions can be entered as one entry up to a maximum of 60 seconds. Each microfilm should be a maximum of 15 seconds in length and all entries must have run within the eligibility period.
 
Subtitles are highly recommended on all case films, films, demo films and original content.

The Industry Craft Lions celebrate the creative artistry, talent and skill required to deliver a beautifully executed solution and bring a creative idea to life. 

The work should demonstrate the highest levels of expertise and vision in the application of creative techniques.

The main criterion considered during judging will be the execution. Digital only work should be entered into digital craft and will not be eligible here. 

Single executions of Packaging, Print & Publishing and Outdoor should only be entered into the relevant category. However if they form part of a wider campaign, they will be accepted into 'F01. Brand & Communications Design' and 'G01. AI Craft'.

For Standard Print & Publishing and Outdoor entries, each execution constitutes one entry.

For Adapted Print, Brand & Communications Design, Outdoor: Ambient and Packaging entries, whole campaigns should be entered as one entry.

There is no overall limit to how many times the same piece of work can be entered into Industry Craft.

Subtitles are highly recommended on all case films, films, demo films and original content.

Focusing on the artistry, skill, talent and flair required to deliver beautifully executed ideas with the power to cut through and bring the creative idea to life. 

The Creative B2B Lions celebrate a business product, proposition, service, solution or experience whose primary buyer is a business decision-maker or group of decision-makers/buyers who make purchases/transactions on behalf of another businesses.

The work should demonstrate a blend of short-term tactics and long-term brand-building strategies that connect with customers, improve brand health and ultimately drive growth.

A number of criteria will be considered during judging, weighted as follows: 20% creative idea; 30% strategy; 20% execution; 30% results.

There's no overall limit to how many times the same piece of work can be entered into Creative B2B Lions as long as the categories chosen are relevant.

For ‘A06. Long-term Brand Building’, the eligibility dates are 06 February 2023 – 09 April 2026.

Subtitles are highly recommended on all case films, films, demo films and original content.

The Creative Data Lions celebrate the transformative power of data-driven creativity.

Recognising work where sophisticated data science, strategic insights, and creative excellence converge to unlock breakthrough experiences and measurable business impact.

The work should demonstrate how advanced data methodologies - whether through predictive modelling, behavioural analytics, real-time personalisation, or algorithmic creativity - became the strategic foundation that enabled exceptional creative outcomes.

A number of criteria will be considered during judging, weighted as follows: 20% creative idea/data solution; 30% data driven strategy; 30% use of data; 20% data driven results.

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

Subtitles are highly recommended on all case films, films, demo films and original content.

The Direct Lions celebrate targeted and response-driven creativity.

The work should demonstrate how insights and/or data were used as part of the strategy to engage specific target audience groups and develop customer relationships, inspiring action and producing measurable results.

A number of criteria will be considered during judging, weighted as follows: 30% idea; 20% strategy; 20% execution; 30% impact and results.

The same piece of work can be entered up to four times in Direct. However, the same piece of work may only be entered once in ‘A. Direct: Sectors’.

Subtitles are highly recommended on all case films, films, demo films and original content.

The Media Lions celebrate the context of creativity.

The work should demonstrate an inspiring and innovative implementation of media ideas. It should be enhanced and amplified by a game-changing channel strategy that takes consumers on new journeys and unlocks new experiences.

A number of criteria will be considered during judging, weighted as follows: 30% insight and idea; 30% media strategy and targeting; 20% media execution; 20% impact and results.

The same piece of work can be entered up to four times in Media, not including section 'E: Excellence in Media Craft'. However, the same piece of work may only be entered once in ‘A. Media: Sectors’.

The work in Section E: Excellence in Media Craft can only be submitted and paid for by independent media agencies or companies owned by a media network or independent media network. The same piece of work can be entered only once in each category within this section.

Subtitles are highly recommended on all case films, films, demo films and original content.

The PR Lions celebrate the craft of strategic and creative communication.

The work should demonstrate how original thinking, transformative insight and a strategy rooted in earned media have influenced opinion and driven progress and change in business, society or culture. The work should have storytelling at its core and establish, protect and enhance the reputation and business of an organisation or brand.

A number of criteria will be considered during judging, weighted as follows: 20% idea; 30% PR strategy; 20% PR execution; 30% impact and results.

The same piece of work can be entered up to four times in PR, not including section 'E: Excellence in PR Craft'. However, the same piece of work may only be entered once in ‘A. PR: Sectors’.

The work in Section E: Excellence in PR Craft can only be submitted and paid for by independent PR agencies or companies owned by a PR network or independent PR network. The same piece of work can be entered only once in each category within this section. 

Subtitles are highly recommended on all case films, films, demo films and original content.

The Social & Creator Lions celebrate creative social thinking and strategic influencer marketing solutions.

The work should demonstrate how levels of engagement, social reach and the creative use of social media, brand ambassadors, creators, celebrities and influencers led to commercial success.

A number of criteria will be considered during judging, weighted as follows: 30% idea; 20% strategy; 20% execution; 30% results.

There is no overall limit to how many times the same piece of work can be entered into Social & Creator as long as the categories chosen are relevant. However, the same piece of work may only be entered once in ‘A. Social & Creator: Sectors’.

Subtitles are highly recommended on all case films, films, demo films and original content.

Celebrating insightful creativity that captivates at every touchpoint. Creating authentic interaction and immersive experiences that engage consumers and impact culture. 

The Entertainment Lions celebrate creativity that turns branded content into culture.

The work should demonstrate ideas that are unskippable. It should captivate in order to cut through, communicating a brand message or connecting with consumers in a new way.

A number of criteria will be considered during judging, weighted as follows: 30% creative idea; 20% strategy & insight; 30% craft & execution; 20% results.

Brands refers to talent, artists, creators, influencers, streamers, athletes, teams, organisations, sponsors, platforms, media owners, rights holders or any entity that produces and distributes products and content related to the entertainment industry.

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

Subtitles are highly recommended on all case films, films, demo films and original content.

The Entertainment Lions for Gaming celebrate creative work that connects people to brands through gameplay.

The work should demonstrate how brands successfully tapped into complex gaming communities and seamlessly added real value to the overall gaming experience while driving commercial success.

A number of criteria will be considered during judging, weighted as follows: 30% creative idea; 20% strategy & insight; 30% craft & execution; 20% results.

Brands refers to talent, artists, creators, influencers, streamers, athletes, teams, organisations, sponsors, platforms, media owners, rights holders or any entity that produces and distributes products and content related to the gaming industry.

Esports may be entered across all categories within Entertainment Lions for Gaming.

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

Subtitles are highly recommended on all case films, films, demo films and original content.

The Entertainment Lions for Music celebrate creative musical collaborations and branded music content.

The work should demonstrate original production, promotion or distribution of music for brands. It should creatively leverage a recording artist or platform to communicate with consumers.

A number of criteria will be considered during judging, weighted as follows: 30% creative idea; 20% strategy & insight; 30% craft & execution; 20% results.

Brands refers to talent, artists, creators, influencers, organisations, sponsors, platforms, media owners, rights holders or any entity that produces and distributes products and content related to the music industry.

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

Subtitles are highly recommended on all case films, films, demo films and original content.

The Entertainment Lions for Sport celebrate creativity that taps into fan culture and leverages the power of sports and esports in connecting people to brands.

The work should demonstrate excellence in breakthrough creativity within the sports and esports ecosystem through the use of effective strategic planning, sponsorship, brand management, media, entertainment and/or talent.

A number of criteria will be considered during judging, weighted as follows: 30% creative idea; 20% strategy & insight; 30% craft & execution; 20% results.

Brands refers to talent, artists, creators, influencers, streamers, athletes, teams, organisations, sponsors, platforms, media owners, rights holders or any entity that produces and distributes products and content related to the sport industry.

Esports may be entered across all categories within Entertainment Lions for Sports.

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

Subtitles are highly recommended on all case films, films, demo films and original content.

Celebrating creativity that goes beyond branded communications to create authentic branded entertainment that engages consumers and impacts culture.

The Brand Experience & Activation Lions celebrate creative, comprehensive brand building through the next level use of experience design, activation, immersive, retail and 360° customer engagement. 

The work should demonstrate how the customer journey, experience of the brand and optimisation of every touchpoint led to increased brand affinity and commercial success.

A number of criteria will be considered during judging and weighted as follows: 20% idea; 20% strategy; 30% execution; 30% results. 

The same piece of work can be entered up to four times in Brand Experience & Activation. However, the same piece of work may only be entered once in ‘A. Brand Experience & Activation: Sectors’.

Subtitles are highly recommended on all case films, films, demo films and original content.

The Creative Business Transformation Lions celebrate the creativity that drives businesses forward – creative transformation that changes thinking, buying and behaviour.

The work should demonstrate how creative change has been achieved across core business functions and has delivered a positive impact and growth for business, staff or stakeholders. This could include, but not be limited to, the reinvention of operations and stakeholder experiences, the innovative use of technology and business design and the creation of new products and services in order to generate transformative change.

A number of criteria will be considered during judging, weighted as follows: 30% strategy & process; 35% experience & implementation; 35% business results & impact.

The same piece of work can be entered up to four times in Creative Business Transformation.

For Creative Business Transformation Lions the eligibility dates are 06 February 2023 - 09 April 2026 where the transformation being judged was first implemented within the eligibility period, except for category 'E01 End-End Transformation', which has an eligibility period of 06 February 2021 - 09 April 2026.

Subtitles are highly recommended on all case films, films, demo films and original content.

The Creative Commerce Lions celebrate the innovative and creative approach to online and offline commerce and payment solutions.

The work should demonstrate how innovation and optimisation at any point of the end-to-end customer journey led to increased consumer engagement and commercial success.

A number of criteria will be considered during judging, weighted as follows: 30% idea; 20% strategy; 20% execution; 30% results.

The same piece of work can be entered up to four times in Creative Commerce. However, the same piece of work may only be entered once in ‘A. Creative Commerce: Sectors’. 

Subtitles are highly recommended on all case films, films, demo films and original content.

The Innovation Lions celebrate ground-breaking innovation, technology and problem solving ideas that turn imagination into impactful reality.

The same piece of work may only be entered in either section A or B. Work can be entered up to two times in section ‘B. Innovation'. However, the same piece of work may only be entered once in ‘A. Early-Stage Technology’.

Work entered into 'A01. Early-Stage Technology' may be at prototype/pre-production stage. However pre-development ideas/concepts are not eligible. Entrants in all categories must be in a position to fully demonstrate any technology entered. Concepts alone will not be permitted.

Shortlisted entrants will be required to present their work to the jury.

Subtitles are highly recommended on all case films, films, demo films and original content.

Celebrating creative communications for luxury goods and experiences with work that brings an aspirational lifestyle to life.

The Luxury Lions will recognise branded communications and solutions that drive business performance and brand loyalty. 

The Lion will also recognise creativity and innovation that are rooted in craftsmanship. Work that should aim to set a new benchmark for the luxury sector, including the creative evolution of business models and broader transformation. 

A number of criteria will be considered during judging, weighted as follows: 20% creative idea; 20% strategy; 30% execution; 30% results

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

Subtitles are highly recommended on all case films, films, demo films and original content.

Focusing on the powerful brand currency of intelligent customers journeys and immersive experiences - captivating audiences at every touch point. 

Glass: The Lion for Change recognises creative work that addresses inequality and prejudice by consciously representing and empowering marginalised communities. This can include, but not be limited to, disabled people, Black and Indigenous people, refugees, asylum seekers, displaced individuals, minority religious groups, marginalised ethnic groups, LGBTQ+ communities, underserved socioeconomic groups and people of all ages, especially those underrepresented or stigmatised in society.

Celebrating brands that use creative excellence to drive cultural shifts, create systemic change, and set new standards for positive impact for the communities it serves.

A number of criteria will be considered during judging and weighted as follows: 25% idea; 25% strategy; 50% impact and results.

The same piece of work can be entered up to two times in section Glass. 

The work entered into Glass can be for any commercial or non-commercial client, regardless of the product or service or the medium of communication.

Shortlisted entrants will be required to present their work to the jury.

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

All entry fees for Glass are donated to related charities that will be announced after the festival has taken place.

The Sustainable Development Goals Lions celebrate creative problem solving, solutions or other initiatives that harness creativity and seek to have a positive impact on the world.

The work should demonstrate how it contributed to or advanced the 2030 Agenda for Sustainable Development across people, planet, prosperity, peace and partnerships.

A number of criteria will be considered during judging, weighted as follows: 15% idea; 20% strategy; 15% execution; 50% impact and results.

The same piece of work can be entered up to four times in Sustainable Development Goals.

For Sustainable Development Goals Lions, the eligibility dates are 06 February 2023 - 09 April 2026, where the work being judged was first implemented within the eligibility period. 

Subtitles are highly recommended on all case films, films, demo films and original content.

All entry fees for Sustainable Development Goals are donated to related-charities that will be announced after the festival has taken place.

Going beyond brand purpose to use creative communications to shift culture, create change and positively impact the world. 

The Health and Wellness Lions celebrate creativity for personal wellbeing. 

The work should demonstrate an inspired approach to consumer healthcare. It should be exceptionally engaging work that promotes non-prescription products and services, publically educates to allow self-diagnosis or facilitates pro-active personal care.

The same piece of work may only be entered in either Health & Wellness Lions or Pharma Lions.

There is no overall limit to how many times the same piece of work can be entered into Health & Wellness as long as the categories and mediums chosen are relevant. However, the same piece of work may only be entered once in section ‘A. Consumer Products Promotion’. 

Subtitles are highly recommended on all case films, films, demo films and original content.

The Pharma Lions celebrate creative communications for pharmaceutical clients and services with work that brings science and innovation to life.

All work entered into Pharma Lions must be aimed at specific practitioners and patient groups in relation to the management of a disease or medical condition diagnosed and treated by a healthcare professional. 

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

The same piece of work may only be entered in either the Pharma Lions or the Health & Wellness Lions.

Only products and services prescribed by healthcare professionals should be entered in the Pharma Lions. However, the same piece of work can only be entered in either section 'A. Direct to Consumer’, ‘B. Regulated', 'C. Non-regulated' or 'D. Veterinary'. 
 
If you wish to enter an OTC or general wellbeing product or service, please see the Health & Wellness Lions. 

Please read the Supporting Material Guide before entering.

Subtitles are highly recommended on all case films, films, demo films and original content.

Celebrating creativity in branded communications in this highly innovative but fiercely regulated sector with the unique power to truly change lives. 

The Creative Effectiveness Lions celebrate the measurable impact of creative work.

The work should demonstrate how an effective strategy rooted in creativity has met its chosen business objectives, generated positive customer outcomes and driven sustainable business impact over time.

A number of criteria will be considered during judging, weighted as follows: 25% idea; 25% strategy; 50% impact and results.

To be eligible your work must have won or been shortlisted at Cannes Lions in 2023, 2024 or 2025.

The same piece of work can be entered up to four times in Creative Effectiveness. However, the same piece of work may only be entered once in ‘A. Creative Effectiveness: Sectors’.

Subtitles are highly recommended on all case films, films, demo films and original content.

The Creative Strategy Lions celebrate the idea behind the idea – how strategic planning can redefine a brand, reinvent its business, and influence consumers or wider culture.

The work should demonstrate exceptional interpretation of the business/brand challenge, breakthrough thinking and transformational problem solving that led to a compelling creative strategy.

A number of criteria will be considered during judging, weighted as follows: 30% interpretation of business/brand challenge; 30% insight/breakthrough thinking; 20% creative idea; 20% outcome/results.

The same piece of work can be entered up to four times in Creative Strategy. However, the same piece of work may only be entered once in ‘A. Sectors’.

For Creative Strategy Lions the eligibility dates are 06 February 2023 - 09 April 2026 where the strategy being judged was first implemented within the eligibility period, except for category 'C04 Long-term Strategy', which has an eligibility period of 06 February 2021 - 09 April 2026.

Subtitles are highly recommended on all case films, films, demo films and original content.

Celebrating commercial effectiveness, strategic planning and creative application of solutions to unlock growth and measure impact.

The Titanium Lions celebrate game-changing creativity.

The work should break new ground in branded communications with provocative, boundary-busting, envy-inspiring work that marks a new direction for the industry and moves it forward.

The same piece of work can only be entered once in Titanium.

Shortlisted entrants will be required to present their work to the jury.

Subtitles are highly recommended on all case films, films, demo films and original content.

Celebrating provocative, boundary-busting, envy-inspiring work that marks a new direction for the industry and moves it forward.

The Lions Awards are the world's premier creative awards, setting the global benchmark for marketing and communications excellence annually. This is where groundbreaking work meets international recognition and career-defining moments are born. 

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Lions Awards 

We celebrate the best in creativity by hosting the most prestigious creative awards in the industry.

Lions Awards

The Lions Awards are the world's premier creative awards, setting the global benchmark for marketing and communications excellence annually. This is where groundbreaking work meets international recognition and career-defining moments are born.

Brand

Creative Brand

Classic

Audio & Radio

Film

Outdoor

Print & Publishing

Craft

Design

Digital Craft

Film Craft

Industry Craft

Engagement

Creative B2B

Creative Data

Direct

Media

PR

Social & Creator

Entertainment

Entertainment

Entertainment Lions for Gaming

Entertainment Lions for Music

Entertainment Lions for Sport

Experience

Brand Experience & Activation

Creative Business Transformation

Creative Commerce

Innovation

Luxury

Good

Glass: The Lion for Change

Sustainable Development Goals

Health

Health & Wellness

Pharma

Strategy

Creative Effectiveness

Creative Strategy

Titanium

Titanium