Day 4 brought 16 Lions for independent agencies, with wins spread across Brand Experience & Activation, Creative Strategy, and Commerce categories. Once again, Serviceplan led the charge with four more Lions—its “Price Packs” campaign is having quite the festival.
And yes, Serviceplan is having quite the week. The Munich-based Indie Agency News member added another four Lions to its growing collection, including a Brand Experience & Activation Gold for its now-legendary “Price Packs” campaign. At this rate, it might need an extra suitcase for the flight home.
Our Members Keep the Momentum Going
Serviceplan Group (Munich) – 4 more Lions to add to its pile:
- Brand Experience & Activation Gold Lion: “Price Packs” for PENNY
- Brand Experience & Activation Silver Lion: “Price Packs” for PENNY (yes, again!)
- Brand Experience & Activation Silver Lion: “855-HOW-TO-QUIT-(OPIOIDS)” for Anzen Health
- Creative Commerce Silver Lion: “Price Packs” for PENNY
Let’s talk about it: “Price Packs” has now won in Print & Publishing (Grand Prix!), Outdoor, Brand Experience & Activation, and Creative Commerce. This is what happens when you solve a real problem (inflation anxiety) with smart design instead of just talking about it.
INNOCEAN Berlin grabbed:
- Brand Experience & Activation Bronze Lion: “CAMDOM” for Billy Boy
Special Group US (Los Angeles) scored twice with:
- Creative Commerce Silver Lion: “Football Is For Food” for Uber Eats (with Uber San Francisco)
- Creative Strategy Bronze Lion: Same campaign, because when it works, it works
The Indie Universe Expands
Brand Experience & Activation Stars:
The category where ideas meet the real world, and indies showed up:
- Uzina (Lisbon): Silver Lion for “IKEA Hidden Tags”
- Edelman (Chicago): Silver Lion for “Progresso Soup Drops”
- The Ministry for Communication & The Arts (Coogee, Australia): Silver Lion for “Time to Live” for Australian Cancer Research Foundation
- Demner, Merlicek & Bergmann (Vienna): Bronze Lion for “Sights of Tomorrow” for Letzte Generation Austria
Strategic Thinkers Unite:
Who says indies can’t do strategy?
- Rethink (Toronto) with a double:
- Creative Commerce Silver Lion for “U UP?” for IKEA (late-night shopping, anyone?)
- Creative Effectiveness Bronze Lion for “Heinz Ketchup & Seemingly Ranch”
- VCCP (London) with Girl and Bear, Faith, and Bernadette: Creative Strategy Silver Lion for “Daisy vs Scammers” for O2 (taking on scammers with an AI granny—brilliant)
Luxury Gets Indie:
Because indies do premium too:
- Little Spain (Madrid) with Late Checkout and The Ritz-Carlton: Gold Lion for “Late Checkout: A Ritz-Carlton Story”
- L&C (New York): Silver Lion for “1837 Tiffany Blue Conservation” for Tiffany & Co.
The Real Talk
Thursday’s haul: Indies dominated Brand Experience & Activation with 8 Lions. Makes sense—we’re usually closer to the actual customer experience than agencies buried in org charts.
Strategic categories? Three Commerce Lions, two Strategy Lions, and one Effectiveness Lion. Not bad for shops supposedly focused on “just the creative.”
The shutout in Creative Business Transformation and Innovation? Yeah, those categories tend to reward massive systemic overhauls that need serious infrastructure. We’ll get there.
What’s Left?
Friday brings Film (the big one), Glass: The Lion for Change, Sustainable Development Goals, Titanium Lions (for work that breaks the rules), and Grand Prix for Good.
The Titanium Lions feel particularly indie-friendly. After all, who breaks rules better than agencies that started by breaking away from the networks?
Through four days, independent agencies have proven we belong on this stage. From Germany to Australia, from luxury retail to Swedish discount grocers, indies are creating work that matters—both creatively and commercially.
See you tomorrow for the grand finale.
Celebrating indie agency wins all week at Cannes Lions 2025
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