The Cannes Lions Festival 2025 once again brought together the best of global creativity - and Portugal rose to the occasion. With a total of 8 Lions - including Gold, Silver, Bronze and an unprecedented distinction in the Young Lions - this was our best performance since 2016!
The spotlight goes to Uzina, with the campaign “Hidden Tags” for IKEA, which won two Gold Lions, two Silver, and one Bronze. This exemplary case subtly and effectively combined data, inclusion, and innovation by hiding messages about diversity in IKEA product labels. The campaign stood out in categories like Creative Data, Direct, and Brand Experience - three areas that reflect this year’s major trends: creative intelligence, cultural relevance, and purpose executed with precision.
MOP, CEO
Dentsu Creative, in turn, strengthened its reputation with three Bronze Lions, the result of a clear and sustained strategy: investing year after year in submitting impactful ideas to Cannes Lions. The agency has maintained a consistent presence on shortlists and in winning Lions - this time with campaigns for Canal História that tackled the dangers of misinformation and extremism, using powerful visual formats in Outdoor and Print. It’s proof that consistency and creative persistence pay off.
Stream and Tough Guy also brought home a Bronze in Outdoor with the provocative “Save us from the USA”, which addressed the impact of gun violence with a direct and challenging tone - aligned with one of this year’s strong trends: creative bravery applied to urgent social causes, executed with simplicity and impact.
In the Young Lions, the duo João Bronze and Beatriz Roque (BBDO TBWA) won Portugal’s first-ever Bronze in the Film category, with an emotional campaign for the NGO Ovarian Cancer Action. An unprecedented achievement that reflects the extremely high level of young Portuguese talent.
And although the Bronze in Film was the only award won, the overall performance of the seven Portuguese teams was outstanding. Their participation further cements Portugal’s reputation as a small country in size, but Great in creativity.
MOP, as the festival’s official representative in Portugal, has strongly invested in the national Young Lions competition, ensuring our best talent reaches Cannes with training, ambition, and focus. This year’s results reinforce the vital role of this initiative in elevating our future creative stars on the international stage.
The conclusion is clear: we are competitive, we are consistent, and we have much more to give.
MOP will continue to invest in and help boost our talent, supporting agencies and creatives in reaching further - and giving visibility to creativity that is made with rigor, purpose, and ambition.
Portugal is at Cannes to stay. And to (keep on) winning.
Note: I’d also like to comment on an event I find highly relevant:
- The controversy surrounding a Grand Prix awarded to a campaign whose real-world existence and impact are being seriously questioned.
- The Festival is currently investigating the matter, and as official representatives, we emphasize the importance of protecting the integrity of creativity and competition.
- It is essential that recognition is given to campaigns that have been truly implemented, with proven impact and public relevance.
- The fight against “ghost campaigns” - created solely for award submissions - must be firm.
- Rewarding real creativity and unequivocally penalizing abuses is crucial to preserve the value and credibility of our industry.
