2025 Cannes Contenders: David Guerrero handpicks top work for Lions

In just two weeks, over 12,000 creative heavyweights from across the globe will descend on the sunny shores of Cannes for the 72nd Cannes Lions International Festival of Creativity. It’s where ideas, storytelling, and industry-defining campaigns take center stage and where the best of the best fight for their moment of glory.

At Campaign Asia-Pacific, we’ve tapped into the region’s top creative minds to spotlight what they think is the most boundary-pushing work from the region. These are the campaigns that make juries lean forward, spark debates and (hopefully) walk away with a Lion. We’re here to tell you who’s got what it takes and why.

But let’s be real: we do this for the thrill of saying, “We told you so.” So stay tuned as we cheer on the region’s best, break down why they deserve their moment in the spotlight, and keep our fingers crossed for those mic-drop wins.

Today, we kick things off with David Guerrero, creative chairman of BBDO Guerrero, as he shares his top picks from APAC.

Dive in. 

Campaign: Uncle KFC
Brand: KFC
Cannes category: Film, and/or Entertainment

This plays on the familiar 'what shall we eat?' dilemma couples face and then dives into completely unexpected territory. The lunch options explored feel deeply local yet totally relatable. It’s a playful, well-crafted idea that could really hit home with a jury craving originality and detail.

Campaign: Miracle
Brand: RC Cola
Cannes category: Film, and/or Entertainment

This spot draws inspiration from a Filipino cinema classic, Himala, imagining miracles in everyday life. It’s heartfelt, cinematic, and captures the imagination with authenticity. A beautifully crafted narrative that resonates emotionally and culturally.

Campaign: Play the Dew (integrated)
Brand: Mountain Dew
Cannes category: Audio, Digital Craft, Entertainment Lions for Gaming

This one’s close to home — building on last year’s successful radio campaign, the team blew up the idea across social and gaming platforms. All aimed at giving Mountain Dew a once-heard, never-forgotten connection with gaming— using  a single word: 'dew'.