The Cannes Lions 2025 Pharma Lions have spotlighted bold and emotive creativity in healthcare communication. Under the leadership of Franklin Williams, Jury President, this year’s competition awarded 3 Bronze Lions, 4 Silver Lions, 1 Gold Lion, and 1 prestigious Grand Prix, recognizing work that goes beyond information to truly move and inspire audiences.
The Grand Prix was awarded to “Make Love Last – Bedroom” by OGILVY Shanghai for Viagra (Viatris), in the Film Craft: Cinematography category. The piece stood out for its visually poetic and emotionally nuanced storytelling about intimacy in later life. Produced in collaboration with BOXCUTTER Auckland and SHOOTING GALLERY Shanghai, the film exemplified a global approach to deeply local storytelling.
The Gold Lion went to “Friedreich’s Back”, created by 21GRAMS New York for Skyclaris (Biogen), in the Entertainment category. This campaign brought visibility to Friedreich’s Ataxia, a rare disease, using cinematic direction, original scoring, and compelling narrative to evoke empathy and awareness. Production partners included MINUSL, ROOM42, and SCORE A SCORE, underscoring the emotional impact achievable through craft and collaboration.Cannes Lions 2025 continues to celebrate creativity that matters, recognizing ideas that not only educate but also empower and move global audiences through the power of storytelling.
