Kitkat’s “Phone Break” and the Paris 2024 Olympic opening ceremony win the Outdoor Grand Prix at Cannes Lions 2025. Munich-based agency Serviceplan is among the Gold winners.
The first Grand Prix went to Kitkat for its “Phone Break” campaign, created by VML Prague. This campaign marked the Czech Republic’s first Grand Prix win. It showed everyday scenes – like commuters waiting or friends looking at their phones—and replaced the smartphones with Kitkats. The idea was a playful take on the slogan, “Have a break, have a Kitkat.”
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The second Grand Prix was awarded to the opening ceremony of the Paris 2024 Olympic Games. It was produced by several Paris-based agencies, including Paname 24, Auditoire, Double 2, OBO, and Havas. The ceremony reimagined the traditional stadium event by moving it into the streets of Paris, turning it into a large-scale out-of-home experience.
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The six-kilometer stage along the Seine hosted 12 acts, featuring artists like Céline Dion and Lady Gaga. The event celebrated the core French values: Liberty, Equality, and Fraternity. Athletes waved to the crowd from boats in a parade on the river.
The Gold winners in the Outdoor Lions category were:
- Penny – “Price Packs” by Serviceplan, Munich
- Stella Artois – “Claustrobars” by Grey, London
- Heinz – “It Has to Be” by Wieden + Kennedy, London
- Axe – “Scratch and Sniff” by Lola Mullen Lowe, Madrid
- Coca-Cola – “Shades of Red” by David, Madrid
- ITV x Calm – “Missed Birthdays” by Adam & Eve DDB, London
- Rimas Music – “Tracking Bad Bunny” by DDB Latina, Puerto Rico
- Tecate – “Gulf of Mexico (Bar)” by Le Pub, Mexico City
- Indian Railways – “Lucky Yatra” by FCB India, Mumbai
In addition, there were 19 Silver and 27 Bronze winners in the Outdoor category.
This year marks the 72nd edition of the Cannes Lions. Winners in other advertising and marketing categories will be announced daily until June 20.
