As the world gears up for the 2025 edition of the Cannes Lions International Festival of Creativity, set to hold from 16 to 20 June, the first wave of anticipation has arrived with the announcement of the Glass: The Lion for Change shortlist. This prestigious category recognizes creative work that challenges gender bias, breaks down inequalities, and drives meaningful cultural and social change.
Apple, Dove & Nike Lead The Lion for Change Shortlist
This year’s shortlist highlights 28 impactful campaigns from around the world, a bold and timely reminder of the role creativity plays in championing inclusivity and reimagining narratives that have long shaped our societies.
Brands like Dove, Apple, and Nike stand out in this year’s lineup, with Apple and Dove each earning two nominations, showcasing how global brands are consistently leveraging their platforms for purpose-driven storytelling. Dove’s appearance also extends to a haircare campaign under its parent company, Unilever.
Among the frontrunners
Apple is recognized for the AirPods Pro 2 Hearing Aid Feature, shortlisted under both Technology and Product/Service categories, emphasizing tech for accessibility.
Dove’s Code ‘My Crown and Real Beauty: How a Soap Brand Created a Global Self-Esteem Movement’ reinforces its long-term commitment to challenging beauty standards.
Nike makes the shortlist with ‘So Win’, a powerful initiative celebrating female athletes and representation.
The United States leads the pack with 10 shortlisted campaigns, followed by France with six, Brazil with four, and the United Kingdom with three. Japan secured two spots, while Australia and Pakistan each have one campaign shortlisted, a representation of the truly global nature of today’s creativity in service of equity.
With categories such as Technology, Product/Service, Initiatives, and Long-Term Brand Platforms, the campaigns tackle a wide array of pressing issues: from reproductive autonomy and disability advocacy to racial representation and inclusive design. Entries like Assume That I Can by CoorDown (USA), Her Dome by the Government of São Paulo (Brazil), and The Final Copy of Ilon Specht by L’Oréal Paris (France) are examples of how creative work can engage with sensitive topics while sparking necessary conversations.
The Glass Lion
Launched in 2015, the Glass Lion has become a symbol of progressive storytelling and purpose-driven marketing. It recognizes work that not only challenges gender bias and inequality but also celebrates inclusive, transformative ideas that drive social change across communities and industries. The 2025 shortlist, now live on The Work, features a global range of campaigns that reflect the urgency and imagination required to build a more equitable world.
All other shortlists, spanning the festival’s diverse categories, from Film and Print & Publishing to Innovation, Design, and Titanium, will be released in phases from Saturday, 14 June through Wednesday, 18 June 2025. The final winners, including the honorees for the Glass Lion, will be revealed during the much-anticipated Cannes Lions 2025 Awards Ceremony in June, where the global creative industry gathers to celebrate its most meaningful achievements.