At the 2025 Cannes Lions International Festival of Creativity, the spotlight was on creator-led campaigns, with India’s Wondrlab earning a coveted shortlist in the Social & Creator Lions category. Their campaign, The Right Signs, created for the short-video platform Josh, was recognized under the C03 – Creator Collaboration subcategory. The entry stood out for its impactful collaboration with social creators to promote awareness and inclusivity through innovative content.
‘The Right Signs’ aims to bridge communication barriers between the hearing and hearing-impaired communities through engaging sign-language content and influencer collaboration on Josh. The campaign tapped into the platform's creator ecosystem to spread awareness and normalize sign language as a tool for everyday communication.
This puts Wondrlab in the company of an exciting and diverse list of global brands and agencies pushing boundaries in social-led and creator-driven work. The other shortlisted campaigns under this subcategory include:
- ‘Fizzooka’ by BBH Londonfor Perfetti Van Melle's Mentos: A playful and wildly imaginative campaign that combined creator energy with augmented reality, gamification, and the signature Mentos humour.
- ‘Diss-Mas’ by Virtue Worldwide New Yorkfor MGA Entertainment: Featuring popular toy brands like Bratz, L.O.L. Surprise!, and Rainbow High, this campaign leveraged creator diss-tracks and music content to drive brand love across Gen Z and Gen Alpha.
- ‘Guau Guau’ by LEPUB Milanfor Desperados: A quirky, vibrant content series that involved creators and real dogs (yes, dogs!) in party-themed creator collabs—blurring the lines between absurdity and viral creativity.
- ‘All In for Macario’ by LEPUB Mexico Cityfor Tecate: A powerful, creator-led cultural story spotlighting football passion, regional pride, and masculinity redefined through emotional storytelling.
- ‘The Royale Will’ by DAVID New Yorkfor Clash Royale: A hilarious, creator-fueled campaign that turned an in-game update into a global, meme-worthy pop culture moment.
- ‘The Flipper’ by LEPUB Amsterdam and Milanfor Heineken: An influencer activation that gamified beer pouring and turned it into a viral social challenge with creator integrations across Europe.
- ‘Name This Oreo’ by VML New York: A participatory social campaign inviting creators and fans to literally name a new Oreo flavor, backed by playful and outrageous content drops and collabs.
The Social & Creator Lions celebrate work that is co-created with social and content creators, driving cultural conversation and leveraging community participation in impactful ways. For Wondrlab, this recognition underscores its growing footprint on the global stage and its ability to craft culturally relevant, socially driven narratives rooted in technology and collaboration.
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.
