Cannes Lions 2025: com todos os shortlists divulgados, Brasil concorre em 26 com 112 cases únicos
Africa Creative lidera o ranking de agências, três cases são mais citados e Heineken é a marca campeã de indicações
O 72º Cannes Lions – acontece de 16 a 20 de junho na Riviera Francesa – e você acompanha a cobertura completa aqui no B9. Com todos os 30 shortlists liberados pela organização do festival, 26 trazem ao menos um case brasileiro, somando 112 trabalhos únicos inscritos por 85 marcas e 33 agências. Considerando sub-categorias e campanhas com múltiplas peças, são quase 350 chances de Leão.
A distribuição é ampla: do tradicional Audio & Radio ao disputado Titanium, passando por áreas de vanguarda como Entertainment Lions for Gaming e Glass – The Lion for Change. Apenas Film Craft, Innovation, Pharma e Luxury & Lifestyle ficaram sem representantes nacionais.
Confira os trabalhos vencedores e nossa cobertura completa no hub b9.com.br/canneslions.
Ranking de Agências Brasileiras*
| # | Agência | Trabalhos indicados |
|---|---|---|
| 1 | Africa Creative DDB | 38 |
| 2 | DM9 | 22 |
| 3 | GUT | 21 |
| 4 | LePub | 17 |
| 5 | AlmapBBDO | 16 |
| 6 | VML | 14 |
| 7 | Artplan | 13 |
| 8 | Grey | 10 |
| 9 | Droga5 – Accenture Song | 8 |
| 10 | BETC Havas | 5 |
| 11 | The Kitchen¹ | 4 |
| 11 | MRM | 4 |
| 13 | DPZ | 3 |
| 13 | David | 3 |
| 13 | AKQA | 3 |
| 13 | Leo Burnett TM | 3 |
| 13 | Atenas.AG | 3 |
* Contagem feita linha a linha: cada vez que uma peça aparece nos shortlists ela soma 1 ponto à(s) agência(s) listada(s) como “Entrant / Idea Creation”.
¹ Participação como co-entrante ao lado da Africa Creative DDB em “Mustard X Mustard”.
Cases com mais indicações em categorias diferentes
| # | Título do case | Marca | Agência principal | Categorias em que aparece | Total |
|---|---|---|---|---|---|
| 1 | Recipe for Growth | iFood | DM9 | Creative B2B • Creative Data • Direct • Creative Commerce • Creative Business Transformation | 5 |
| 1 | Plastic Blood | Oka Biotech | DM9 | Design • Direct • Industry Craft • Outdoor • Print & Publishing | 5 |
| 1 | Pedigree Caramelo | Pedigree | AlmapBBDO | Direct • PR • Social & Influencer • Titanium • Creative Strategy | 5 |
| 4 | Dirty Mouth Sponsorship | Cif | Droga5 – Accenture Song | Audio & Radio • Media • PR • Social & Influencer | 4 |
| 4 | The Amazon Greenventory | Natura | Africa Creative DDB | Creative Data • Direct • Creative Business Transformation • SDG | 4 |
| 4 | The Shakespeare Bic | BIC | VML | Design • Digital Craft • Industry Craft • Print & Publishing | 4 |
| 4 | Nigrum Corpus | Idomed | Artplan | Design • Health & Wellness • Industry Craft • Print & Publishing | 4 |
| 4 | Sun Reserve | Corona | Grey | Direct • Media • Outdoor • PR | 4 |
| 4 | Coupon Rain | Mercado Livre | GUT | Direct • Media • Creative Commerce • Print & Publishing | 4 |
| 4 | Touchboards Discount | Itaú Unibanco | Africa Creative DDB | Direct • Media • Outdoor • Creative Commerce | 4 |
| 4 | Followers Store | New Balance | LePub | Direct • Entertainment Sport • Outdoor • Creative Commerce | 4 |
| 4 | Mustard X Mustard | Heinz | Africa Creative DDB / The Kitchen | Direct • Entertainment • Media • PR | 4 |
| 4 | Call of Discounts | Mercado Livre | GUT | Entertainment Gaming • Media • Social & Influencer • Creative Commerce | 4 |
| 4 | One Second Ads | Budweiser | Africa Creative DDB | Audio & Radio • Direct • Media • Social & Influencer | 4 |
*cada peça conta uma única vez dentro de cada área, mesmo que tenham indicações múltiplas em subcategorias.
Marcas com mais trabalhos distintos nos 26 shortlists*
| # | Marca | Trabalhos indicados* | Principais cases |
|---|---|---|---|
| 1 | Heineken | 6 | Cool Down Controller, Streaming Bars, Heinequeen, Skip the Line, Bar Dating – Hei!, Forgotten Beers |
| 2 | Budweiser | 5 | One Second Ads, Beer Behind Backstage, Resale, Ad-Free Movies, Beer Behind Rappers |
| 3 | Mercado Livre | 4 | Speed Coupons, Coupon Rain, Call of Discounts, Handshake Hunt |
| 3 | Brahma | 4 | From Hurt to Hit, Ads Cover Rents, Branded Shadows, Trash Talk Codes |
| 5 | Corona | 3 | Fishermen Storytellers, Sun Reserve, Infinite Sunset |
| 5 | Coca-Cola | 3 | Thanks for Coke-Creating, Coca-Cola Classic, The Shining/A House/Extreme Metaphors |
| 7 | Heinz | 2 | Mustard X Mustard, Zero Waste Menu |
| 7 | LG Brasil | 2 | Menopause Mode, Menopause Mode (Direct/Data) |
| 7 | Natura | 2 | The Amazon Greenventory, The Invisible Defeat |
| 7 | Consul | 2 | Efficient Way to Pay, Clean Sponsorship |
*cada peça conta uma única vez dentro de cada área, mesmo que tenham indicações múltiplas em subcategorias.
Ranking de segmentos
| # | Segmento | Trabalhos indicados* | Marcas-chave (exemplos) |
|---|---|---|---|
| 1 | Bebidas (alcoólicas + refrigerantes) | 29 | Budweiser, Heineken, Corona, Brahma, Coca-Cola, Skol, Michelob Ultra, Guaraná Ant. |
| 2 | Serviços digitais / e-commerce & tech | 16 | Mercado Livre, iFood, Netflix, Kwai, VTEX, Uber, Amazon, Mercado Pago |
| 3 | Alimentação & fast-food | 11 | Heinz, Burger King, KFC, Bauducco, Piracanjuba, Faber-Castell “Food ads” |
| 4 | Financeiro / meios de pagamento | 10 | Itaú Unibanco, Mastercard, B3, Mercado Pago, Tim Bank |
| 5 | Limpeza / cuidado do lar & appliances | 7 | Cif, Consul, Dove, LG AC “Menopause Mode”, Vanish |
| 6 | Moda, esporte & lifestyle | 6 | New Balance, Havaianas, Nike, Raça Magazine |
| 7 | ONG / governo / causas sociais** | 6 | Governo de SP (Her Dome), UN Global Compact, Red Cross, Alma Preta |
| 8 | Saúde, pharma & biotech | 5 | Oka Biotech, Genera DNA Lab, Dasa Diagnostics, Natura |
| 9 | Varejo & home improvement | 4 | Leroy Merlin, Decathlon, JCDecaux “OOH for All” |
| 10 | Arte, mídia & entretenimento | 3 | Disney, Billboard, Hasbro |
Taxa de acerto do Brasil
| Métrica | Valor |
|---|---|
| Inscrições enviadas pelo Brasil (2025) | 2 736 |
| Linhas de shortlist conquistadas | 203 |
| Hit-rate “linha a linha” | 7,4 % |
| Campanhas únicas entre os finalistas | 112 |
| Hit-rate por campanha | 4,1 % |
A seguir, confira a lista completa – categoria por categoria – dos projetos brasileiros que já garantiram lugar na disputa pelos Leões de 2025.
Audio & Radio Lions
Legal Tracks; Kwai (BETC Havas)
Senna, The Voice of an Icon; Guaraná Antarctica (CP+B)
Fishermen Storytellers; Corona (Africa Creative DDB)
Dirty Mouth Sponsorship; Cif (Droga5 – Accenture Song)
One Second Ads; Budweiser (Africa Creative DDB)
From Hurt to Hit; Brahma (Africa Creative DDB)
Music Over Noise; Billboard (LePub)
Creative B2B Lions
Recipe for Growth; iFood (DM9)
Building Futures; MRV Construction (DM9)
Earth’s Burnout; UN Global Compact (AlmapBBDO)
Creative Data Lions
Recipe for Growth; iFood (DM9)
Self Gallery; Genera DNA Lab (VML)
Efficient Way to Pay; Consul Appliances (DM9)
Pixvertising; Burger King (AlmapBBDO)
Menopause Mode; LG Brasil (AlmapBBDO)
The Amazon Greenventory; Natura (Africa Creative DDB)
Her Dome; Government of the State of São Paulo (DPZ)
The Missing Portraits; Piracanjuba (Ampfy)
Thanks for Coke-Creating; Coca-Cola (VML)
Design Lions
The Shakespeare Bic; BIC (VML)
Nigrum Corpus; Idomed (Artplan)
Plastic Blood; Oka Biotech (DM9)
Shot on Faber-Castell; Faber-Castell (David)
The Beer Behind Backstage; Budweiser (Africa Creative DDB)
The 100% Home Compostable Sticker; Zespri (Grey)
Rice of Glory; Super Extra Rice (Grey)
Coca-Cola Classic; Coca-Cola (VML)
Digital Craft Lions
Legal Tracks; Kwai (BETC Havas)
The Odissey of Wilson; Vivo (Africa Creative DDB)
The Shakespeare Bic; BIC (VML)
Shade Tracker; Michelob Ultra (GUT)
Cool Down Controller; Heineken (LePub)
Body Swap; Netflix (AKQA)
Direct Lions
Sun Reserve; Corona (Grey)
Prize on the Bone; KFC Ice-Cream (DM9)
Speed Coupons; Mercado Livre (GUT)
Coupon Rain; Mercado Livre (GUT)
Touchboards Discount; Itaú Unibanco (Africa Creative DDB)
The Interrupted Goal; Fiat (Leo Burnett TM)
Followers Store; New Balance (LePub)
Pedigree Caramelo; Pedigree (AlmapBBDO)
Resale; Budweiser (Africa Creative DDB)
Cheering for the Rain; Globoplay (Artplan)
The Amazon Greenventory; Natura (Africa Creative DDB)
Menopause Mode; LG Brasil (AlmapBBDO)
Fantasiapp; Mercado Pago (GUT)
Plastic Blood; Oka Biotech (DM9)
Retro Influencers; Skol (GUT)
Streaming Bars; Heineken (LePub)
Recipe for Growth; iFood (DM9)
Powering Connection; Tim Telecom (BETC Havas)
The Fan Remote; Claro (Talent)
Efficient Way to Pay; Consul Appliances (DM9)
Re-Commerce Atacama; VTEX (Artplan)
Branded Shadows; Brahma (Grey)
Mustard X Mustard; Heinz (Africa Creative DDB / The Kitchen)
Entertainment Lions
9,90 Presented by $9,90; Disney (The Walt Disney Company Brasil)
Dungeons & Dragons – The Lost Episode; Hasbro (Ogilvy)
Letters from Simone; Itaú Unibanco (Africa Creative DDB / Atenas.AG)
Cheering for the Rain; Globoplay (Artplan)
Body Swap; Netflix (AKQA)
Mustard X Mustard; Heinz (Africa Creative DDB / The Kitchen)
Entertainment Lions for Gaming
Call of Discounts; Mercado Livre (GUT)
The Whatsapp Saga; Bis (DAVID)
New Avatars of Hope; Mães da Sé (Druid Creative Gaming)
Entertainment Lions for Music
Jovem MK – Meu Karma; KondZilla (Africa Creative DDB)
Heinequeen; Heineken (LePub / Atenas.AG)
Art Hits; B3 – Brazilian Stock Exchange (Tech and Soul)
Entertainment Lions for Sport
Run, ESPN Anchors!; ESPN (The Walt Disney Company Brasil / ESPN Brasil)
Followers Store; New Balance (LePub)
The Fan Remote; Claro (Talent)
Shade Tracker; Michelob Ultra (GUT)
Senna, The Voice of an Icon; Guaraná Antarctica (CP+B)
Running in Fear; Alma Preta (Lew’Lara\TBWA)
The Invisible Defeat; Natura (Africa Creative DDB)
Sponsorship Beyond the Rings; Decathlon (Publicis Brasil)
Glass – The Lion for Change
Her Dome; Government of the State of São Paulo (DPZ)
Special Dates; O Boticário (AlmapBBDO)
Grad in Black; Vult (GUT)
A Seat at the Table; Stella Artois (Droga5 – Accenture Song)
Health & Wellness Lions
Her Dome; Government of the State of São Paulo (DPZ)
Menopause Mode; LG Brasil (AlmapBBDO)
Nigrum Corpus; Idomed (Artplan)
Thermal Sensation of Urgency; Red Cross São Paulo (Lew’Lara\TBWA)
Industry Craft Lions
Plastic Blood; Oka Biotech (DM9)
Gold = Death; Urihi Yanomami (DM9)
The Shakespeare Bic; BIC (VML)
Nigrum Corpus; Idomed (Artplan)
Touching Colors; Coral (VML)
The Shining – A House for Mr. Biswas – Extreme Metaphors; Coca-Cola (VML)
Media Lions
Ad-Free Movies; Budweiser (Africa Creative DDB)
One Second Ads; Budweiser (Africa Creative DDB)
Ads Cover Rents; Brahma (Africa Creative DDB)
Speed Coupons; Mercado Livre (GUT)
Coupon Rain; Mercado Livre (GUT)
Streaming Bars; Heineken (LePub)
Dirty Mouth Sponsorship; Cif (Droga5 – Accenture Song)
OOH for All; JCDecaux (Euphoria Creative)
Infinite Sunset; Corona (Grey)
Sun Reserve; Corona (Grey)
Touchboards Discount; Itaú Unibanco (Africa Creative DDB)
2.5% Library; Amazon (AlmapBBDO)
Re-Commerce Atacama; VTEX (Artplan)
Retro Influencers; Skol (GUT)
Resale; Budweiser (Africa Creative DDB)
Unthinkable Rides; Uber (AKQA)
Makeup Payment; Mastercard (MRM)
Sport the Fight; Nike (Wieden+Kennedy)
Loveless Story; UOL (Artplan)
Thanks for Coke-Creating; Coca-Cola (VML)
Mustard X Mustard; Heinz (Africa Creative DDB / The Kitchen)
Outdoor Lions
Atacama Fashion Week; Desierto Vestido & Fashion Revolution (Artplan)
Touchboards Discount; Itaú Unibanco (Africa Creative DDB)
Followers Store; New Balance (LePub)
Sun Reserve; Corona (Grey)
Speed Coupons; Mercado Livre (GUT)
Shade Tracker; Michelob Ultra (GUT)
The Outside Book; Frutella (VML)
Skip the Line; Heineken (LePub)
The Beer Behind Backstage; Budweiser (Africa Creative DDB)
Plastic Blood; Oka Biotech (DM9)
Gold = Death; Urihi Yanomami (DM9)
Music Over Noise; Billboard (LePub)
Ads Cover Rents; Brahma (Africa Creative DDB)
The Shining – A House for Mr. Biswas – Extreme Metaphors; Coca-Cola (VML)
PR Lions
Sun Reserve; Corona (Grey)
The Interrupted Goal; Fiat (Leo Burnett TM)
Dirty Mouth Sponsorship; Cif (Droga5 – Accenture Song)
T-Search®; Mães da Sé (Cappuccino)
Pedigree Caramelo; Pedigree (AlmapBBDO)
Thanks for Coke-Creating; Coca-Cola (VML)
Mustard X Mustard; Heinz (Africa Creative DDB / The Kitchen)
Print & Publishing Lions
Shot on Faber-Castell; Faber-Castell (David)
The Beer Behind the Rappers Against the Power; Budweiser (Africa Creative DDB)
Plastic Blood; Oka Biotech (DM9)
Scholarship in Books; Uniasselvi (BETC Havas)
Gold = Death; Urihi Yanomami (DM9)
Nigrum Corpus; Idomed (Artplan)
Atacama Fashion Week; Desierto Vestido & Fashion Revolution (Artplan)
The Shakespeare Bic; BIC (VML)
Blood Aid; Dasa Diagnostics (DM9)
Coupon Rain; Mercado Livre (GUT)
Lost Faces; Banco do Brasil (WMcCann)
Branded Shadows; Brahma (Grey)
Coca-Cola Classic; Coca-Cola (VML)
Social & Influencer Lions
One Second Ads; Budweiser (Africa Creative DDB)
The Cat Codes; Friskies (Publicis Brasil)
Resale; Budweiser (Africa Creative DDB)
UninterruptAds; Budweiser (Africa Creative DDB)
BK® Taste Lawyers; Burger King (AlmapBBDO)
Mariahs’ Squad; Havaianas (Galeria)
Trash Talk Codes; Brahma (Africa Creative DDB)
Dirty Mouth Sponsorship; Cif (Droga5 – Accenture Song)
Heinequeen; Heineken (LePub / Atenas.AG)
Do You Speak Anitta?; Spotify (Droga5 – Accenture Song)
Call of Discounts; Mercado Livre (GUT)
Retro Influencers; Skol (GUT)
Oddly Satisfying Media; AB InBev (Africa Creative DDB)
Zero Waste Menu; Heinz (Africa Creative DDB)
Pedigree Caramelo; Pedigree (AlmapBBDO)
Titanium Lions
Pedigree Caramelo; Pedigree (AlmapBBDO)
Creative Effectiveness Lions
Clean Sponsorship; Consul Appliances (DM9)
Rice of Glory; Super Extra Rice (Grey)
Handshake Hunt; Mercado Livre (GUT)
Errata at 88; Johnnie Walker (AlmapBBDO)
Samsung Throwback Deals; Samsung Brazil E-Commerce (MRM)
Creative Strategy Lions
The Princess & the Crown; Seda Shampoo (Droga5 – Accenture Song)
Pedigree Caramelo; Pedigree (AlmapBBDO)
The Dove Code; Dove (Droga5 – Accenture Song)
Guarded Bus Stop; Eletromidia (AlmapBBDO)
Clean Sponsorship; Consul Appliances (DM9)
The Cruise Heist; Netflix (404)
Bar Dating – Powered by Hei!; Heineken (LePub)
Re-Commerce Atacama; VTEX (Artplan)
Creative Business Transformation Lions
Recipe for Growth; iFood (DM9)
The Amazon Greenventory; Natura (Africa Creative DDB)
SOS Bees; AB InBev (Africa Creative DDB)
Creative Commerce Lions
Coupon Rain; Mercado Livre (GUT)
Recipe for Growth; iFood (DM9)
Touchboards Discount; Itaú Unibanco (Africa Creative DDB)
Call of Discounts; Mercado Livre (GUT)
Followers Store; New Balance (LePub)
Trash Talk Codes; Brahma (Africa Creative DDB)
Makeup Payment; Mastercard (MRM)
Prize on the Bone; KFC Ice-Cream (DM9)
Hack the Pack; Bauducco (Ampfy)
Efficient Way to Pay; Consul Appliances (DM9)
Rock & Ride; Uber (Wieden+Kennedy)
Hype Friday; Mercado Pago (GUT)
Re-Commerce Atacama; VTEX (Artplan)
Your Home’s Offers; Leroy Merlin (MRM)
Bar Dating – Powered by Hei!; Heineken (LePub)
Film Lions
Invisible Stain; Vanish (BETC Havas)
The Beer Behind Backstage; Budweiser (Africa Creative DDB)
Skin; Raça Magazine (LePub)
The Interrupted Goal; Fiat (Leo Burnett TM)
Canon: No Click, No Prompt; Canon (Dentsu Creative)
Forgotten Beers; Heineken (LePub, Milan / LePub, São Paulo)
Sustainable Development Goals Lions
Research My Body; Grupo Boticário (GUT, São Paulo)
SOS Bees; AB InBev (Africa Creative DDB, São Paulo)
Earth’s Burnout; UN Global Compact (AlmapBBDO, São Paulo)
The Amazon Greenventory; Natura – Instituto Natura (Africa Creative DDB, São Paulo)
The Dove Code; Dove (Droga5, part of Accenture Song, São Paulo)
(entradas coassinadas com unidades estrangeiras foram incluídas quando há participação de equipe brasileira)
Comentários
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