2025 Cannes Contenders: Bear Meets Eagle On Fire’s creatives reveal top contenders

Campaign: Certified Toasters

Brand: Vogel's

Cannes Lion Category: Creative Commerce

 

 

'Certified Toasters' addresses the common challenge of perfectly toasting Vogel’s bread, which, due to its dense, moist texture, often requires multiple toaster cycles which can lead to burning. After extensive testing of every Living & Co/Kensington toaster model sold at The Warehouse, Vogel’s certified the optimal toasting settings for each, labeling toasters in all 89 stores to guide consumers to achieve the perfect Vogel’s toast every time. 

 

Jam says: "This was a really fun campaign, they turned a product as bland as a piece of bread into something exciting. It’s not easy to get the perfect piece of toast, but I’m imagining now, everywhere in New Zealand, not one house, cafe, or work lunchroom will have a burnt or undetoasted piece of bread."

 

Campaign: What the Fast

Brand: Krungsri First Choice

Cannes Lion Category: Film – Use of Humour

 

 

'What The Fast' highlights the brand’s promise of fast and simple financial services through a series of three 15-second micro-films. The films feature typically complex and drawn-out life scenarios, such as making up with a loved one or asking for permission, that are resolved swiftly, mirroring the brand’s quick approval process. Launched in June 2024, the campaign effectively communicated Krungsri First Choice’s appeal to a time-poor, younger audience seeking hassle-free solutions.

 

Carbone says: "This is a really fun solution to a brief that every creative has seen more than once. It has a bit of everything in a very short amount of time. The films set up tension to start with something like confronting your boss with two bikes driving towards each other like jousting horses. The funny dialogue caps it off."

 

Campaign: A Century Of Cravings

Brand: Uber Eats

Cannes Lion Category: Film

 

 

'A Century of Cravings' stars Matthew McConaughey as he humorously reimagines the history of football as a conspiracy designed to sell food. The ad playfully ties key moments in football, from the naming of the pigskin to Peyton Manning’s 'Omaha' calls and food references, supported by a star-studded cast including Martha Stewart, Charli XCX, and Kevin Bacon. 

 

Jam and Carbone say: "Not since Ryan Gosling’s meltdown about the Papyrus font on SNL has a celebrity conspiracy been so right. A clever way for food to meet football at the big game. Extra points for Kevin Bacon."

 

Campaign: Silent Films

Brand: Telstra

Cannes Lion Category: Craft – Film Craft

 

 

'Silent Films' features three visually striking black-and-white, dialogue-free short films: 'Mirror Mirror', 'Four-Legged Friend', and 'Magnetic Boy' were designed to play in cinemas as a creative reminder for audiences to silence their phones. Drawing inspiration from early 20th-century silent films and using special effects and nostalgic cinematic styles, the campaign aims to enhance the movie-going experience by encouraging respectful silence without relying on typical phone-warning tropes.

 

Jam and Carbone say: "We love this campaign and wish we had our names on it. It’s a brutally simple idea, crafted beautifully. This brief gets answered by telcos every year and for us, this has to be the most memorable."