2025 Achievements and Awards
PEDIGREE Caramelo
This campaign was recognized(Opens a new window) with a Gold, Silver, Bronze, and the coveted Titanium Lion, awarded only to 3-5 campaigns each year to recognize work that’s game-changing and reshapes the creative landscape.
The most impactful ideas come from real human insights, and our most-awarded piece of work at the Cannes Lions 2025 Festival — PEDIGREE® Caramelo — was born from a heartbreaking truth: Brazil's mixed-breed dogs (locally known as Caramelos) are national icons but 90% less likely to be adopted. With cultural insights at the center and the support of the right local influence, we ignited a national conversation and, more importantly, real action to help more of these dogs find loving homes. As a result, Caramelo adoptions increased 218% and we saw a sales lift for PEDIGREE in Brazil.
TWIX Harmoniser
This campaign was recognized with Silver, and three Bronze Lions.
To remain iconic, even the most beloved brands must evolve, which is why TWIX® debuted a new platform, TWO IS MORE THAN ONE. This platform celebrates TWIX’s unique offering, twoness, and has sparked Cannes-winning work, such as TWIX Harmoniser. TWIX Harmoniser(Opens a new window) uses the human insight that 7 billion voice notes are sent globally every day, to celebrate twoness in a playful, endlessly engaging way, encouraging people to share their bad news in harmony — making bad news better. The result was 67 hours of voice notes created in just two weeks.
SHEBA The Gravy Race
This campaign was recognized with a Bronze Lion for Creative Effectiveness.
To invite co-creation, we reach audiences where they consume their content, which is what SHEBA® did with Gravy Race(Opens a new window). Featuring Ian Eagle and the internet’s biggest cats, Gravy Race hijacked March Madness to show how much cats love SHEBA. We delivered this message on social feeds, inviting our audience to co-create with us by offering six months’ worth of Sheba for them to race at home against our feline stars through a TikTok and IG stitch template. Over 16.5 million people watched organically, beating March Madness average viewership by almost six million!
SNICKERS AI
This campaign was recognized with a Bronze Lion for Social & Creator.
Used responsibly, AI has the power to unlock creativity and personalization for everyone. In 2024 in a first-of-its-kind use of technology, SNICKERS® “Own Goal” AI campaign featured famous European football manager, Jose Mourinho. It enabled fans to co-create videos with Jose, hyper-personalized using generative AI, allowing him to roast fans and their friends. We also made significant efforts to protect the tool from misuse, including eight separate AIs to recognize and refuse malicious intent at the data input stage. The campaign earned click-through rates 4x above average and double-digit sales growth.
TEMPTATIONS Cats Lose Their Cool
This campaign was recognized with a Bronze Lion for Film.
TEMPTATIONS™ Cat Treats and Dry Food have an innate ability to make even the coolest cats … uncool. So, we created a campaign that leaned into the too-cool attitude that cat owners know well(Opens a new window), based on the insight that cats often act too cool for their owners. With playful ad spots, we reached pet owners where they were and invited them to show off their cats “losing their cool” for TEMPTATIONS.
