Serviceplan Group proved that independent agencies can compete at creativity’s highest level, capturing the Print & Publishing Grand Prix on Day 1 of Cannes Lions 2025. The Munich-based shop’s “Price Packs” campaign for discount retailer PENNY didn’t just win advertising’s most prestigious award—it dominated across categories, taking home six Lions total.
In an era of dynamic pricing, shrinkflation, and inflation anxiety, Serviceplan’s brilliantly simple solution—permanently printing prices directly on product packaging—resonated with juries across multiple disciplines. The campaign’s sweep included the Grand Prix, an Outdoor Gold Lion, and three Bronze Lions for individual executions, making Serviceplan the day’s most decorated independent agency.
The Price of Success
Serviceplan’s “Price Packs” addressed a universal consumer pain point with radical transparency. By literally making the price part of the package design, PENNY made an irreversible commitment to price stability. The campaign turned product packaging into a trust-building medium, transforming a discount retailer’s promise into a permanent, visible reality.
The German independent didn’t stop there. They also earned a Health & Wellness Silver Lion for “Breastmilk Money” (HERCONOMY), showcasing their range beyond retail innovation.
Full Serviceplan Haul:
- Print & Publishing Grand Prix: “Price Packs” for PENNY
- Outdoor Gold Lion: “Price Packs” for PENNY
- Outdoor Bronze Lion Campaign: “Price Packs – Chips” for PENNY
- Outdoor Bronze Lion Campaign: “Price Packs – Oatmeal” for PENNY
- Outdoor Bronze Lion Campaign: “Price Packs – Toast” for PENNY
- Health & Wellness Silver Lion: “Breastmilk Money” for HERCONOMY
Fellow Members Join the Winners Circle
While Serviceplan led the charge, other Indie Agency News members also found success:
- Atlantic (New York) collaborated with Stream and Tough Guy (Lisbon) to win an Outdoor Bronze Lion for “Save Us from the USA” (Change the Ref)
- Klick (Toronto) earned a Health & Wellness Bronze Lion for “The Trial (Film)” (ALL IN ACTION FUND)
Global Indies Show Their Strength
Beyond our membership, independent agencies worldwide demonstrated their creative prowess with 16 additional wins:
- Wieden+Kennedy London: Outdoor Gold Lion Campaign for Heinz (“Fries,” “Chips,” “Toast”)
- Joe Public United (South Africa): Audio & Radio Bronze Lion Campaign for Hansa Pilsener (“What’s Gucci?,” “OKRRR,” “Spill the Tea”)
- Alto (New York): Health & Wellness Silver and Bronze Lions for “The Rarest Stars Shine Brightest” (Montefiore Einstein)
- 21Grams (New York): Pharma Gold Lion for “Friedreich’s Back” (Biogen)
- Finch/Motion Sickness/NZ Herpes Foundation: Health & Wellness Gold Lion for “The Best Place in the World to Have Herpes”
Additional Bronze Lion winners included Wieden+Kennedy Portland (Nike), Rethink (Toronto), Courage (Toronto), Talented (Bangalore), DPZ (São Paulo), and Assembly (Auckland).
Day One By the Numbers
Independent agencies claimed 24 Lions across five categories:
- Outdoor: 13 wins (including Serviceplan’s Gold)
- Health & Wellness: 7 wins (including 2 Gold Lions)
- Audio & Radio: 3 wins
- Print & Publishing: 1 win (Serviceplan’s Grand Prix)
- Pharma: 1 win (Gold Lion)
The Jury Perspective
The day’s jury presidents highlighted themes that aligned perfectly with indie strengths:
“Nothing more contemporary than print” – Print & Publishing president Icaro Doria’s observation validated Serviceplan’s innovative use of packaging as medium.
“Simplicity on the other side of complexity” – This perfectly describes the Price Packs solution: a simple idea that required complex commitment from client and agency alike.
“Brands are back” – Audio & Radio president Xolisa Dyeshana noted major brands comprised 48% of winners, with many choosing indies as creative partners.
The Path Forward
Serviceplan’s Grand Prix victory sends a clear message: independent agencies don’t just compete—they can lead. As the only indie to capture a Grand Prix on Day 1, Serviceplan demonstrated that breakthrough thinking doesn’t require a holding company address.
With Design, Digital Craft, Creative Business Transformation and more categories ahead, Day 1 suggests this could be a landmark year for independent creativity at Cannes.
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