Lowe Lintas has earned yet another accolade at Cannes Lions this year, landing a spot on the Film Craft Lions shortlist for its compelling campaign ‘Dirty Money’—created for Steadfast’s Money Counting Machine. The recognition comes in the A03: Casting subcategory, highlighting the campaign’s standout talent selection.
The gritty, stylised ad puts the spotlight on the metaphorical and literal dirt attached to money, and the standout casting helped elevate the concept with layered, believable characters. With this recognition, the Mumbai-based agency joins a global roster of work pushing the boundaries of storytelling through exceptional casting choices.
Among those also shortlisted in the Casting category are:
- 'Fer' – Anónimo for Save The Children, Mexico
- 'A Tale As Old As Websites' – Squarespace, New York (USA)
- 'The Aviators' – Goodby Silverstein & Partners for Xfinity, USA
- 'The Shooting' – Grey Mexico for La Unión Newspaper / Articulo 19
- 'Fight for Thais' Gut' – Ogilvy Bangkok for Dutchie
- 'When You’ve Done Enough – Evil’d Enough' – Mother London for Uber Eats
- 'The Rarest Stars Shine Brightest' – Alto, New York for Montefiore Einstein
- 'Brian Cox Goes to College' – Special/Uber for Uber One
- 'Paris Paralympics 2024: Considering What?' – Channel 4, UK
This recognition follows Lowe Lintas' double shortlist yesterday in the Pharma Lions category for 'Dawai Reader' developed for Alkem Laboratories, underscoring the agency's creative momentum across both healthcare and mainstream craft-led work at Cannes Lions 2025. With this, the agencies total tally lies at 3.
Cannes Lions has announced the shortlists in the Craft, Entertainment and some for engagement categories. Craft shortlist includes shortlists for Design, Digital Craft, Film Craft, and Industry Craft sub categories. Entertainment category has announced shortlists for all sub categories as well including Entertainment, Entertainment Lion for Gaming, Entertainment Lion for Music, and Entertainment Lion for Sports. Whereas only shortlists for four sub categories of Engagement have been released, including Direct, Media, PR, and Social & Creator sub categories.
The Cannes Lions Awards Shows will take place from Monday, June 16 to Friday, June 20, 2025, with more shortlists across other categories to be revealed in the coming days.
