Apple’s dynamic MacBook campaign, Work Is Worth It, by TBWA\Media Arts Lab Los Angeles—supported by TBWA\India in Gurgaon—has been shortlisted in the prestigious Film Craft Lions category at Cannes Lions 2025, under B01 – Editing. The campaign captures the spirit of creativity, determination, and the pursuit of excellence through masterful, emotionally impactful editing.
The work stands out for its powerful rhythm and polished transitions, showcasing the role editing plays in amplifying a brand's emotional core. Apple’s message of empowering creators comes alive through TBWA’s refined craft and global collaboration.
Other Shortlists in Film Craft Lions – Editing (B01):
- Considering What? – Channel 4, Paralympics 2024
WORK Editorial & 4Creative, London | UK - Moments – Volvo EX90
Stendahls & Volvo Cars, Gothenburg | Sweden - The Shooting – La Unión Newspaper / Artículo 19
Grey, Mexico City | Mexico - A$AP Rocky – Tailor Swift
ICONOCLAST, Los Angeles | USA - Never Just a Period – Bodyform
AMV BBDO & SMUGGLER, London | UK - The Count – SickKids Foundation
FCB Toronto & ICONOCLAST, Los Angeles | Canada/USA - The Final Copy of Ilon Specht – L'Oréal Paris
Traverse32, New York & McCann, Paris | USA/France - Flock – Apple iPhone
TBWA\Media Arts Lab, Los Angeles & SMUGGLER | USA - Recruitment – We Were Never Children – Reinserta Foundation
The Maestros, Mexico | Mexico - Dream Job – Google Pixel and Gemini Live
SMUGGLER, Los Angeles & Google Media Lab, Mountain View | USA - Anatomy of a Champion – Figs x Team USA Medical Team
Mother, London & PRODCO | UK
This recognition highlights TBWA’s mastery of craft in the global advertising landscape, with the Apple partnership continuing to set new creative standards across storytelling, production, and impact.
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.
