Burson MENA takes Gold at 2025 Young Lions PR Competition
Burson MENA has taken home a Gold in the PR category at this year's Young Lions Competitions, held during the 2025 Cannes Lions International Festival of Creativity. The winning team — Raneem Saleh and Youssef Yammine — topped the category with The Silent B, a campaign responding to a brief by Bee:wild, which tasked entrants with encouraging city mayors to rewild urban spaces for pollinators.
Held annually as part of the Cannes Lions School and sponsored by Adobe, the Young Lions Competitions provide a global platform for rising creative talent to tackle real-world briefs in a high-pressure format. This year's edition welcomed nearly 460 competitors from 67 markets, including returning teams from Venezuela, Uruguay and Ukraine.
The 2025 edition also marked several firsts – with Turkey winning its first-ever Gold in the Marketers category and Guatemala taking its first Gold in Film.
Here is the full list of winners and their assigned briefs across all seven categories:
PR
The brief was set by Bee:wild, which tasked entrants with creating an innovative PR strategy to encourage city mayors to transform their cities into pollinator hubs, reframing the concept of rewilding to spark competition and action.
Gold: The Silent B – Burson, MENA
Raneem Saleh, Account Director
Youssef Yammine, Associate Creative Director
Silver: Construction Worker Bees – Weber Shandwick, France
Louis Govindin, Art Director
Remi Vincent, Art Director
Bronze: Build the Buzz – Hero and Outlaw, Czech Republic
Adam Rektor Polánek, PR Consultant
Jakub Wija, PR Consultant
Marketers
The Braille Institute set the brief for this category, asking teams to reposition the organisation and encourage individuals with low vision to seek help and support from their services.
Gold: Lines of Resistance – Kenvue, Turkey
Sedef Selcan Ozcan, Senior Assistant Brand Manager
Selda Ozturk, Senior Brand Manager
Silver: Signal For Sight – Google, Australia
Jenny Kim, Associate Product Marketing Manager
Keira Spencer, Brand Marketing Manager
Bronze: The better you see it, the more you taste it. – Kraft Heinz, Spain
Bruna Roca García, Brand Manager
Nahomi Vargas, Brand Manager
Film
Ovarian Cancer Action briefed teams to create a powerful and uplifting 60-second film to mark World Ovarian Cancer Day (8 May 2026), aiming to raise awareness and prompt early detection.
Gold: Victoria has a Secret – El Taier DDB, Guatemala
Ana Paula Escobar Farrington, Creative Director
Diego Leonel Apen Díaz, Art Director
Silver: Two Centuries Too Long – TBWA/Hunt/Lascaris, South Africa
Paula Andropoulus, Writer
Khomotso Makoto, Art Director
Bronze: From Underseen to Understood – BBDO, Portugal
Beatriz Roque, Creative Art Director
João Bronze, Creative Copywriter
Media
Ovarian Cancer Action also set the Media brief, challenging participants to develop a globally scalable media idea that would help bring ovarian cancer into mainstream public discourse.
Gold: Hidden in Plain Sight – GroupM, Norway
Angelika Marcinkeviciute, Programmatic Specialist
Maja Skaug Wirum, Programmatic Specialist
Silver: Below the Belt – Initiative, United States
Dana Nathanson, Associate Director, Strategy
Morgan McAlister, Director, Strategy
Bronze: To Be Cracked – Cossette Media, Canada
Samuel David-Durocher, Business Intelligence Analyst
Tristan Bonnot-Parent, Product Development Supervisor
Digital
Bee:wild also provided the Digital brief, asking teams to design a digital-led campaign to make wild bees famous among Gen Z audiences through education and collective action.
Gold: The Wildest Profile – Cheil Worldwide, South Korea
Subin Oh, Art Director
Sunmi Park, Copywriter
Silver: Running Wild – Anorak NoA, Norway
Jakob August Andresen, Creative / Copywriter
Svein Werner Lyngmyr, Creative / Designer
Bronze: AirBnBee – M+C Saatchi, Australia
Amy Morrison, Copywriter
Laura Murphy, Art Director
Print
For the Print category, Bee:wild asked creatives to develop a striking print ad that would encourage collective purpose and action in rewilding efforts, aimed at supporting the return of all bee species to healthy ecosystems.
Gold: The World Needs More Time – Sancho BBDO, Colombia
Carlos Arturo Orjuela Torres, Creative Director
Nicolás Castro Barrios, Creative Senior Copywriter
Silver: You Should Be Scared Too – GUT, Mexico
Ana Sofía Valdez Blanco, Art Director
Fátima Alejandra Quiroz Alderete, Art Director
Bronze: Forbees – DDB Amsterdam, Netherlands
Kiki Knoops, Junior Creative
Yascha Puts, Junior Creative
Design
The Museum of Art and Photography (MAP) India provided this year's Design brief, asking participants to create a fresh brand identity for an exhibition that challenges the perception that comics are a Western, child-centric medium.
Gold: In Frame – Rethink, Canada
Jesse Shaw, Senior Motion Designer
Zoë Boudreau, Associate Creative Director
Silver: Expression Timeline – Holy Motors, Georgia
Daniel Grigorian, Motion Designer
Nino Kavelashvili, Designer
Bronze: Keep Calm and Frame the Scroll – Redkroft, Poland
Mariia Demianiuk, Brand & Motion Designer
Marta Goździewicz, Brand Designer
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Zawya
8 hours ago
- Zawya
ONVIF and the C2PA announce collaboration to strengthen trust in digital video
ONVIF®, the leading global standardization initiative for IP-based physical security products, has announced that it has entered into a strategic collaboration with the Coalition for Content Provenance and Authenticity (C2PA) to preserve the integrity and authenticity of digital video in the evolving fight against content manipulation. The two groups will work together to raise awareness and promote the adoption of open standards that help verify the authenticity of video content across digital video platforms. This initiative aligns the ONVIF video authentication specification with Content Credentials, the open standard published by the C2PA, which is comprised of Microsoft, Adobe, Google, Meta, BBC, and Truepic. Content Credentials enhances transparency and establishes end-to-end confidence in the authenticity of digital assets. This collaboration comes at a time when synthetic media, deepfakes, and AI-generated content are becoming increasingly indistinguishable from authentic footage. The tools that create this fake content pose a significant risk to public trust in video used for law enforcement, corporate security, and legal proceedings as well as in a wide range of digital media products. 'We are happy to welcome ONVIF as a liaison member to the C2PA,' said Andrew Jenks, Executive Chair of the C2PA. 'As the global standard for provenance, Content Credentials plays a vital role in providing transparency in digital media. The collaboration with ONVIF and the C2PA brings Content Credentials to video security – an environment where footage must reflect reality without alteration. We're excited about our work together and the impact of our global, open standards.' The video authentication specification developed by ONVIF, known as media signing, ensures that video footage is cryptographically signed at the point of capture with a digital key specific to the individual surveillance camera. The signatures are embedded in the video, enabling an authentication tool to verify whether video frames – throughout the chain of custody – have been modified or manipulated since they left the camera. This is critical for video used in court proceedings, law enforcement investigations, and corporate security incidents, where any doubts about the validity of video evidence can undermine outcomes and erode institutional trust. The C2PA's core specification, Content Credentials, is a technical standard that allows publishers, creators, and consumers to trace the lifecycle of media, beginning from production (such as which camera captured an image, whether it was edited, and when) to consumption (displaying this information on the website or platform where the content appears). Content Credentials embed cryptographically signed, tamper-evident metadata directly into images, video, audio, and documents or stored in a manifest that travels with the content, making any alteration detectable. This metadata acts like a digital 'nutrition label,' detailing the content's origin, history, and any modifications made. 'Preserving the authenticity of video has never been more important as the threats from generative AI and other means of content manipulation continue to increase exponentially, regardless of industry and use case,' said Leo Levit, Chairman, Steering Committee, ONVIF. 'The work of ONVIF to preserve video integrity and the recognition by the C2PA will help build user confidence that recorded video can be verified as genuine and untampered.' ONVIF is a leading and well-recognized industry forum driving interoperability for IP-based physical security products, with a global member base of established camera, video management system and access control companies and nearly 34,000 profile conformant products. ONVIF offers Profile S for streaming video; Profile G for video recording and storage; Profile C for physical access control; Profile A for broader access control configuration; Profile T for advanced video streaming; Profile M for metadata and events for analytics applications and Profile D for access control peripherals. ONVIF continues to work with its members to expand the number of IP interoperability solutions ONVIF conformant products can provide. Further information about ONVIF conformant products, including member companies and their conformant models, is available on the ONVIF website:
Campaign ME
3 days ago
- Campaign ME
Campaign Middle East hosts its first-ever Cannes MENA Mixer
This June, Campaign Middle East, in partnership with The Vantage and Hearst Global Solutions, hosted the first-ever Campaign Cannes MENA Mixer at the 72nd Cannes Lions International Festival of Creativity. The event hosted more than 50 top-level brand and agency marketers, along with influential personnel from the region's media and advertising industries. The event was inspired by growing participation from MENA industry players at the Festival, and offered an exclusive space for the region's industry to meet casually to catch up, celebrate and connect. 'The MENA region's involvement and participation at Cannes has grown year after year, and it was only appropriate that there was an opportunity for the jurors, clients, agencies and partners to all convene together at the advertising world's flagship week,' said Manoj Khimji, Managing Director, The Vantage, who was a title sponsor of the event. View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) 'We were delighted to bring this to life with the support of Hearst Global Solutions in 2025. A great time was had by all and we're already planning for the 2026 edition,' he added. Some of the key leaders who were in attendance at the invite-only event included Ian Fairservice, Managing Partner and Group Editor, Motivate Media Group, Gianluca Ena, Senior Vice President, Hearst Global Solutions, Jessica MacDermott, Global Portfolio Director, Haymarket Media Group, Kiran Haslam, Chief Marketing Officer at Diriyah, Passant ElGhannam, Marketing Director, Kraft Heinz, Siddarth Sivaprakash Head of Brand & Marketing – Home Centre, Landmark Group, Mitin Chakraborty, Head of Marketing, Babyshop – Landmark Group, Ahmed Chatila, Brand Director, HungerStation, Ghassan Kassabji, CEO, Impact BBDO Group, Dany Naaman, CEO, Havas Middle East and more. 1/10 View the full event gallery with the link below:
Campaign ME
5 days ago
- Campaign ME
Seven in a row: Impact BBDO wins MENA Network of the Year at Cannes Lions 2025
Following its success at Dubai Lynx Awards 2025, where it was crowned Agency of the Year for the seventh time, Impact BBDO has made history on the global stage, as well, winning the Regional Network of the Year for the Middle East and North Africa region for an unprecedented seventh time in a row. The agency network was awarded a Gold, two Silvers, and two Bronzes over the week at the Cannes Lions International Festival of Creativity. Dani Richa, CEO and Chairman, Impact BBDO, said, 'Winning MENA Regional Network of the Year at Cannes Lions for the seventh consecutive time is truly a first. It's an achievement that brings both a sense of relief and immense pride. We owe this incredible milestone to our amazing clients and our dedicated team.' Leading the haul was the Gold Lion-winning campaign in the Creative Strategy category for AnNahar Newspaper titled The New President, the world's first instance where an AI-generated head of state was actively utilised in government cabinet sessions. Amongst the wins was also a historic first for Jordan: a Silver Lion in the Print and Publications category, a win shared with Impact BBDO for Capital Bank's campaign titled 'Notes on Notes.' The other campaigns that picked up metal included 'Child Wedding Cards' for UN Women, and a long-term Brand Platform entry for AnNahar Newspaper and its strategy of 'Active Journalism' which has been awarded three Grands Prix at Cannes Lions in five years. Ali Rez, Regional Chief Creative Officer at Impact BBDO, said, 'It's wonderful to see so much stellar creative work being recognised from the region – the Middle East is now firmly established as a creative powerhouse globally. We feel immensely proud to lead the region, and for that we are thankful to our incredible brand partners and superb teams who believe in creating the best work in the world.' Impact BBDO's win caps one of the strongest performances by MENA agencies at Cannes Lions, who collectively picked up a total of 32 Lions this year, a notable jump from 22 wins in 2024.
