Apple wins Cannes Lions 2025 Creative Marketer of the Year

The Cannes Lions International Festival of Creativity has named Apple its 2025 Creative Marketer of the Year. This is Apple’s second time winning the award (2019). The award, given annually since 1992, recognizes “a marketer that has amassed a body of iconic, Lion-winning work over a sustained period of time,” according to Cannes. Enter the free 2025 Young Creatives Contest here “We are incredibly grateful for this honor, which highlights the passion and creativity of an extraordinary team. Apple has always existed at the intersection of liberal arts and technology, and we work hard to channel our creativity into content that will inspire our users to unlock their own,” Tor Myhren, VP, marketing communications at Apple, said in a statement. Myhren will deliver a keynote celebrating the award at the festival on June 20. Apple’s 2024 work included Vision Pro films “Submerged” and “Open Hearts” with The Weeknd, showcasing immersive video; “Heartstrings,” a tearjerking AirPods film highlighting its accessibility features; and Apple TV+’s clever “Severance” pop-up at New York’s Grand Central Station. Also read: Apple and Spike Jonze reunite for dreamlike Pedro Pascal dance film about dealing with a breakup The honor follows Apple’s Lions wins last year across both B2B and B2C categories, including Brand Experience & Activation, Digital Craft, Entertainment, Film, Film Craft, Health & Wellness, Industry Craft and Media. Apple has also ranked in the top three for Cannes Lions Brand of the Year for the past three years. “Apple has fostered a culture that prioritizes creativity and innovation, and that shows up in its deep understanding of meaningful marketing,” said Simon Cook, CEO of Lions. “As part of its culture, it’s clear that Apple’s leadership encourages the kind of thinking necessary to create marketing content that connects with people in a uniquely emotional way. This honor is about recognizing those marketers who are being bold, brave and pushing boundaries—and Apple continues to do this in spades.” While much of Apple’s 2024 work was celebrated, not all of its ads received praise. Last May, the company pulled an iPad commercial after facing fierce criticism from creatives for depicting creative tools and objects being crushed by an industrial crusher. Unilever was awarded the Creative Marketer of the Year honor in 2024. Past recipients include Anheuser-Busch InBev, Burger King, Coca-Cola, Google, Heineken, Ikea, Mars, McDonald’s, Samsung and Microsoft. See all of Ad Age’s 2025 Agency A-List winners here

Apple wins Cannes Lions 2025 Creative Marketer of the Year

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