VML, Sydney, and the Ministry for Communication & the Arts, Coogee, took trophies in the media category at Cannes Lions.
One was a Silver Lion for a beer campaign supporting families of armed forces veterans and the other a Bronze Lion for cancer research.
In the Social Behaviour category, VML took a Silver with Legacy Lager for Legacy Australia.
In the Breakthrough on a Budget category, a Bronze went to the Ministry for Communication & the Arts with Time to Live by for the Australian Cancer Research Foundation.
This year's Media Lions section, attracting 2058 entries, awarded 66 Lions: 12 Gold, 22 Silver, 31 Bronze.
The Grand Prix went to ‘Dove Real Beauty Redefined for the AI Era’ for Dove by Mindshare, New York.
Dove sought to counter the unrealistic beauty standards being perpetuated by AI by partnering with Pinterest to transform its algorithm, ensuring AI technology showcased a wider spectrum of beauty.
"Dove has embraced the very technology that is distorting the notion of real beauty in today’s media ecosystem and partnered with a platform to not only generate and showcase content for women that elevates a more authentic version of real beauty but also serves as a source of highly impactful media for the brand across multiple channels and in commerce,” said Dan Clays, CEO, Omnicom Media Group, EMEA, and jury president.
“In keeping with the brand story, Dove doesn't over-claim to have solved the problem across platforms.
“But in 2025, the Jury felt the work reflected real optimism for how brands can embrace the future of media creativity."
Media Lions entries continue to grow for the fourth consecutive year, up 9% year (170 entries), driven largely by the FMCG sector which is up 20% (126 entries).
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