2025 Cannes Contenders: Ogilvy's lineup of creative masterpieces

Prominent creatives spotlight the region's best advertising work with Campaign Asia-Pacific, as they vie for glory at this year’s Cannes Lions Festival of Creativity.

Last year, Ogilvy Singapore etched its name in history. On the final day of Cannes Lions, the agency stood tall, clutched its the first-ever Grand Prix in the Glass Lion for Change for its 'Transition Body Lotion' campaign for Vaseline. And showed the world how creativity can transform a humble product into a powerful cultural statement.

As Cannes 2025 approaches, Nicolas Courant, chief creative officer of Ogilvy Singapore, reflects on the incredible talent emerging from the region. From a witty cross-promotion featuring toasters and bread to a laugh-out-loud KFC ad from Thailand, Courant’s selections are based on concepts and ideas that connect, surprise and leave a lasting impact. Here are the works he believes will shine on the global stage this year.

Campaign: Certified Toasters
Brand: Vogel
Cannes Lion category: Commerce/ Media

Vogel's is a New Zealand's bread brand that has a problem. Because of its extremely high moisture content, it needs toasting two to three imes. Meaning it gets burned a lot. In 2024, the brand finally solved this long-standing kitchen crisis. The brand partnered with NZ’s largest retailer and calculated the perfect toasting formula for every toaster online and instore, and branded each with its bespoke Certification.

Nicolas Courant, chief creative officer of Ogilvy Singapore: "I always loved these ideas that transform a flaw into a unique benefit. In this one, they solved a real consumer pain point due to the bread unique characteristic. And they turned that limitation into a brilliant cross-promotional opportunity, making every toaster an ad for their own bread. Smart and fun."

Campaign: Uncle KFC's Rice Bowl
Brand: KFC
Cannes Lion category: Film/ Entertainment

The campaign reimagines Colonel Sanders as the warm, relatable figure of 'Uncle KFC,' tapping into Thailand’s tradition of naming eateries after family members. The result is a quirky and heartfelt vibe that evokes comforting, affordable meals.

Courant says, "Every year, a quirky and funny ad from Thailand wins a Lion. This year, I would bet on this KFC one. A long form ad that hooks you and keeps taking you by surprise until the end. Seeing Colonel Sanders vaguely hiding behind a chair in his white costume and being called Uncle is just hilarious. And special mention on the epic soundtrack of the product shots."

Campaign: Lie Detector
Brand: Pedigree
Cannes Lion category: Direct/ Innovation
 

Dogs are lovable companions, but they’re expert manipulators when it comes to food. Embracing this truth, Pedigree and Colenso BBDO introduced the Pedigree Lie Detector—a clever device that helps owners keep their mischievous pups honest about their eating habits while managing their weight with care.

Courant says, "We all loved last year’s Adoptable by Pedigree. This year’s Lie Detector looks pretty promising too. I can relate to how dogs are constantly begging for food, even when not truly hungry. Yes, dogs are mischievous liars using their cuteness to manipulate us for food! Even if the tech isn't widely adopted or dog obesity isn't such a critical issue (is it?), the idea shows me that Pedigree deeply understands the nature of dogs and the dynamic they share with their owners. I can’t wait to see the case study.

Campaign: Vaseline Verified
Brand: Unilever (Vaseline)
Cannes Lion category: Social & Creators/PR

Led by Ogilvy Singapore, with support from Ogilvy UK, Edelman, Mindshare, and VaynerMedia, this campaign celebrates the ingenious, real-world uses of Vaseline Jelly. It’s a direct response to the thousands of creative applications shared by Vaseline’s customers, fans, and advocates worldwide.

Courant says, "Finally, this last one is one of the best pieces from our agency. Where we turned a 155 year-old product from a household staple into a cultural icon."