Future Lions 2025
The Lion Within
It’s not just about your teeth, claws or roar.
Technology. Imagination. Love.
Celebrating its 20th anniversary, AKQA’s Future Lions, in association with the Cannes Lions International Festival of Creativity and The Wall Street Journal, is the only student and young person’s award at Cannes Lions. This years brief asks young people to connect an audience to a product or service from a brand you choose in a way that wasn’t possible three years ago. Demonstrating the transformative potential of technology when combined with fearless imagination.
The four winning ideas were revealed at the Cannes Lions International Festival of Creativity with each team receiving a prestigious Future Lions trophy on the main stage during the official ceremony.
Winner
The Noama Paddle
In 2024, mercury from illegal mining contaminated seven rivers, poisoning 94% of Indigenous communities who urgently need safe water. Inspired by the Yanomami culture, the Noama Paddle is designed to empower communities by providing a simple yet effective water quality assessment. The paddle’s detailing incorporates mercury-sensitive ink that changes colour upon contact with contaminated water, helping to protect their health and expose environmental damage.
Breno Bonelli, Gabriel Lyra, Giulia Rebello, Marina Quadros, Yago Meneses
Miami Ad School, Brazil.
Winner
Rewrite
Handwriting reflects every individuals’ unique identity. For those with Parkinson’s Disease, losing it means a piece of their identity fades away. Rewrite employs generative AI, analysing pre-diagnosis handwriting samples to reconstruct original script, counteracting the disease’s impact. Restoring legibility through Rewrite offers therapeutic benefits and potentially delays further deterioration.
Ainhoa Solis Martinez and Cathy González González.
Brother School of Creatives, Spain
Winner
SkinID
Skin cancer is the most common type of cancer, with over 300,000 people diagnosed with malignant melanoma each year, early detection is crucial. On average, mobile phone users unlock their phones with facial recognition technology 110 times a day, offering 110 daily opportunities for proactive skin health monitoring. Seamlessly integrated into everyday routines, SkinID provides a convenient approach that could lead to more effective treatment through readily available early diagnosis.
Alice Sävman, Erik Arthursson, Saga Lind.
Berghs School of Communication, Sweden.
Winner
Text Layer
Over 12% of the world’s population experiences visual dyslexia, enduring visual stress as text blurs, overlaps and shakes due to light sensitivity. Text Layer is a mobile accessibility tool designed to improve reading ability for individuals with visual dyslexia. Unlike static colour overlays, Text Layer uses eye-tracking technology to identify the text a user is focusing on and dynamically adjusts the background colours to optimise contrast and enhance legibility, providing a personalised colour layer to distract obstructing light.
Geunah Kim, Haeun Jung, Jiyoung Park, Kyungmin Lee, Sumin Lee.
Sookmyung Women’s University, Korea.
It’s been an honour to support Future Lions in spotlighting these ideas that are not only creative but deeply empathetic and timely. We’re inspired by how young talent harnesses technology to design a more inclusive and resilient future.
Tom Bedecarré School of the Year Award.
In recognition of AKQA’s Chairman Emeritus Tom Bedecarré and his influence on young people through mentorship during his four-decade career in the creative industry, this award acknowledges institutions leading the way in expanding access and utilising technology for positive impact.
Miami Ad School has been named the 2025 School of the Year, recognised for its global impact in shaping the next generation of creative leaders. With a presence in ten countries and a curriculum grounded in real-world briefs, emerging technologies and AI integration, the school equips students to lead with both craft and curiosity. Through scholarships, mentorship and industry partnerships, Miami Ad School empowers talent from all backgrounds to thrive and reimagine the future of creativity.
Embark on a journey to find your lion within.
Future Lions has always represented the young, fearless cubs and the next generation of creatives taking their first bold steps into the industry. With the 20th anniversary of Future Lions, The Lion Within focuses on the core of the programme to empower students to channel their inner lion.
The film explores the emotional rollercoaster of the Cub. A relatable tale of the creative process, from idea to execution, through self-doubt, determination, hope and courage. Through moments of self-realisation, the Cub understands that within lies the confidence and roar of a fully grown lion.
A roar of art and technology.
Like a fly on the wall of the Cub’s hand-built room, the viewer is drawn into a world where digital artistry meets handcraft through mixed-media stop-motion animation, combining a live-action set, handmade props, and motion-control camera work. These practical elements blend seamlessly with CGI, including the Cub itself, with its puppet-like fur, expressive eyes and plastic nose. This deep commitment to tangible creation, to building a real world within the film, echoes the competition’s message: be your true self. The original composition by claimed musical artist, Deadly Avenger, provides a dynamic and immersive accompaniment to the action, the digital sound in juxtaposition to the handcrafted appearance of the picture.
