This year’s shortlist reflects a thematic expansion that positions the category as a mirror of our era’s most pressing challenges.
Marking its tenth anniversary, the Glass: The Lion for Change category at the Cannes Lions Festival has returned with renewed vigour, broadening its scope beyond gender equity to address issues such as gun violence, disability, and imprisonment for cannabis possession. This evolution reinforces its role as a platform that celebrates campaigns challenging social structures through the power of creativity.
A total of 28 campaigns have been shortlisted for 2025, representing global brands, governments, NGOs and startups, with entries that blend social impact and compelling storytelling. This year’s selection showcases unprecedented geographical, thematic and aesthetic diversity.
Among the standout campaigns is “Her Dome”, from the Government of São Paulo, which proposes tech-based solutions to improve women’s safety in public spaces. L’Oréal Paris moves audiences with “The Final Copy of Ilon Specht”, a symbolic tribute to the feminist voice behind its iconic campaign. Dove, meanwhile, reaffirms its legacy with a new edition of “Real Beauty”—even more emotionally resonant and attuned to today’s context.
The shortlist reveals a wide spectrum of players, confirming that change can emerge from any front. From major corporations like Apple, Google, Dove and Nike, to local governments in Pakistan and Brazil, and organisations such as the Last Prisoner Project, the selection proves that purpose-driven creativity knows no borders.
These new narratives explore urgent themes through lenses of technology, accessibility, mental health, racial representation, and universal design. This contemporary view of social impact has clearly become a priority for the jury, who will reward ideas that go beyond aesthetics to spark conversation and drive action.
Some pieces take on a bold and provocative tone—such as “So Many Dicks” by E.L.F. Beauty, which uses humour as a critical tool to deconstruct patriarchal norms, showing how irreverence can be deeply transformative.
Campaigns like “Grad in Black” by the brand Vult exemplify how marketing can shine a light on historically excluded groups—in this case, through the representation of Black youth in academic and professional environments. Purpose-led brands are emerging as key agents of inclusion and equity.
Beyond being a competitive category, the Glass Lions have cemented themselves as a cultural and ethical barometer for the industry. The 2025 shortlist reminds us that creativity should not only move or sell—it must also question, educate, and transform.
The winners of the 2025 Glass Lion will be announced on 20 June during the Cannes Lions International Festival of Creativity.
Watch full shortlist here: https://www.lovethework.com/work-awards/results/cannes-lions/glass-the-lion-for-change
