Spotlight on North America
Benchmark yourself against the best
Every year, roughly 10% of all entries are shortlisted and 3% are awarded. In 2025, Latin America kept pace with this global average with 3% of entries from the region taking home a Lion. Winners set themselves apart with work that demonstrated deep audience understanding, pushed the boundaries of sports advertising and cut costs for consumers.
Did you entertain me? Was it creative? Was it energising? Did it make people think and feel? Did you move your business? That’s my benchmark.
Ali Kemet
2025 Creative Commerce Jury Member
Chief Marketing Officer, Shipt
Inspiration from 2025 winners
Nutter Butter, You Good?
DENTSU CREATIVE, NEW YORK / NUTTER BUTTER / 2025
B2B: Act Like You Know
GODADDY, SCOTTSDALE / GODADDY / 2025
Tide Collateral Stain Stories
SAATCHI & SAATCHI, NEW YORK / TIDE / 2025
Can't Unsee It
RETHINK, TORONTO / HEINZ KETCHUP & MUSTARD / 2025
Caption with Intention
FCB CHICAGO, CHICAGO / ACADEMY OF MOTION PICTURE ARTS & SCIENCES - RAKISH
Signed By Fanatics
FANATICS, NEW YORK / FANATICS / 2025
Advice from the 2025 Jury
What is the standard we’re setting for our clients? I was looking for creative ideas that actually solved brand problems. That help the end user. Is it hitting certain KPIs? Is it moving culture forward? Is it moving people forward? Or are we just doing things for the sake of winning awards?
Damien Escobar
2025 Entertainment Lions for Music Jury Member
Global Chief Music Officer, Havas CEO, Art of Sound
Understand the story you need to tell. If you're going to apply for a job, usually you would shift the resume to tell a particular story or adapt it so that at least this person understands. I just encourage those who are writing the submissions to read the category and understand the story that you need to tell.
Lisa Maxwell
2025 Creative B2B Jury Member
VP, B2B Marketing, Mastercard
Simplicity has a better chance than bullshit. If the idea is really good and you can kind of tell it in a simple way, you don't have to turn the case study into a piece itself. Just keep it simple. Let the idea and the results, and the insight do its thing.”
Frank Mazzola
2025 Pharma Jury Member
Managing Founder, 21GRAMS and Global Chief Creative Officer, Real Chemistry
Good ideas resonate. The idea, at its core, needs to be good. It needs to be simple. It needs to be clear. Because you’re talking to people from all over the world. When an idea is good, it doesn’t necessarily need a lot of explaining but you do need to explain the cultural context and impact.
Xavier Blais
2025 Entertainment Lions for Sport Jury Member
Partner, Executive Creative Director, Rethink
Don’t make me look for it. The cultural insight has to be there, or some type of human insight is really critical to making your idea pop. And for commerce, don't make me look for commerce. If the category is called commerce, don’t make me look for it.
Ali Kemet
2025 Creative Commerce Jury Member
Chief Marketing Officer, Shipt