'Looking for the first domino': Titanium jury president Judy John on Lion-winning work

In France, home insurance is a legal requirement. Creative agency Publicis Conseil added three words, "and domestic violence," to the standard insurance policy and gave a lifeline and long-term safety to those trapped in abusive homes.

"This year, we discovered that three words can change the world. These three words won't just change the aspirations of our industry, they will change the insurance industry," said Judy John, Edelman's first global chief creative officer and the jury president for the prestigious Dan Wieden Titanium category at Cannes Lions. 

Elsewhere in Chicago, a team reimagined closed captions for the hard of hearing, layering their words on a screen with emotion, nuance, and voice—something untouched since the 1970s. In Brazil, a campaign championed the adoption of Caramelo, the beloved mixed-breed dog so often overlooked for the hype of purebreds. And in Singapore, Vaseline's everyday "hacks" went from internet myth to scientific fact, as the brand put each one to the test, restoring pride in old wisdom and new creativity.

These are the Titanium Lions winners of 2025. Work that is groundbreaking, clever, and deeply human. Work that offers hope, direction and a glimpse into the future. Work that refuses to accept things as they are and instead nudges the world towards something better.

And then there's the Grand Prix for Good: 'The Best Place in the World to Have Herpes', a bold, brave campaign from Finch Sydney and Motion Sickness Auckland for the New Zealand Herpes Foundation. Smashing stigma with humour and honesty, it turns a taboo into empowerment, and even had the jury acknowledging their own status, breaking the final barrier of shame.

Despite AI being top of mind and on the tip of everyone's tongue at the Croisette, the Titanium winners in 2025 stand out for their thoughtful craft and intelligent execution, rooted in genuine emotional creativity. At least this year, there is no flood of AI-generated content.

In this backdrop, Campaign Asia-Pacific sat down with Titanium jury president Judy John for a wide-ranging conversation on what it takes to win in the category. Because whether you're a brand or a platform, the work that shines is the one that understands people first, pixels second.

The Titanium Lions are the pinnacle of creativity. What was the brief and the bar for this year's jury?

Judy John: Titanium celebrates the work that changes the industry and inspires movements. In total, this year's Titanium Lions received 187 entries, which were narrowed down to 18 shortlists, with four winners spanning four countries.

The brief to the jury was simple: find ideas that would be the first domino in a movement to change and inspire the industry. When you think about dominoes, you line them up, and it creates momentum and movement. That's what we were looking for—work that sets something in motion for a larger good in society.

Give us a sense of what the jury room discussions were like. Could the jury sense the Grand Prix winner, 'AXA - Three Words', from the start?

Yes, it is evident to the jury from the beginning. In every round of voting, it was at the top. Even when we got to the Titanium Grand Prix discussion, there was very little debate. In all my years of judging, I've never seen a jury so thoroughly and quickly aligned. It was literally game-changing. 

Your jury was made up entirely of former jury presidents. How did that shape the discussions?

It was intimidating! Judging the Titanium category is no small task, especially with a jury of this calibre. The Titanium jury in 2025 is literally the best jury I've ever been on… and no offence to the other juries. For the first time, it was comprised entirely of former jury presidents. The level of thinking, the diversity in geography and expertise, and the ambition they brought were just outstanding. The discussions and expectations for what we would award were unlike anything I've ever experienced.

Talking about APAC, 'The Best Place in the World to Have Herpes' by Finch, Sydney, won the Grand Prix for Good. What about this campaign that sparked the excitement and support among the jury? 

It's brave and outrageously creative, and wildly ambitious. Educational and entertaining are not the usual combinations of words you will find to describe a Grand Prix for Good, but this campaign harnessed national pride to unite a country in eliminating stigma, restoring their self-esteem and restoring patriotism. The bravery of this idea, the creativity, is off the charts. The execution was flawless.

And let me give you a little insight into the jury room. As we reviewed the educational materials in this entry—how herpes stays in your body for your entire lifetime, like a cold sore, is herpes—we discovered and admitted to one another, 'We may all have herpes, and we're okay with it.' That's effectiveness. In fact, we think you may all have herpes, and we're okay with it. That is destigmatising. That's the brilliance of this campaign.

What trends stood out in the kind of work that made the cut for Titanium or the Grand Prix for Good?

This year, there has been a clear evolution in how brands approach their purpose. It's no longer enough to do something good for the world—it has to show measurable outcomes. How does it impact the brand? How does it affect the company? And most importantly, what is the societal impact? Companies are under immense pressure to prove ROI, and we spent a lot of time discussing how the work needs to deliver results across all these dimensions. Purpose with impact is the expectation now—it's about action that creates real, lasting change.

Earlier in the press conference, you said Titanium wins are 'game-changing creativity.' And that gets thrown a lot in awards and press conferences. What is 'game-changing creativity' today?

It's something that's never been done before. And I don't just mean innovation. It's about taking different ways of creating and combining them in a way that's completely new. It's about ingenuity and originality.

Vaseline Verified for Unilever has scooped up several metals, including a Grand Prix in the Health and Wellness category and now a Titanium. How close did it come to the Grand Prix?

Yes, it was the second-highest ranked campaign during the voting, even before the discussions began. Everyone loved it. Winning in Titanium is a huge achievement of excellence.

The campaign was a brilliant example of modern communications. It took a brand like Vaseline, which people often see as old or forgotten, and revitalised it. The way it co-created with people to share their hacks, verified them for safety, and made everyone proud of their creativity—it was incredible. The complexity and thought behind it were outstanding.

Winning Titanium is so hard, and they won, so I don't want to underplay its impact. It created that first domino. I think we'll see campaigns next year trying to replicate what Vaseline did, but they'll be the second, not the first.

As jury president, you carry a unique responsibility. What was the most challenging part of the job?

As jury president, I don't even get to vote. I only cast a vote if there's a tie. My job is to set the bar, direct the jury, and keep discussions focused. It's a lot of cat-wrangling, but I also had to ensure we didn't lose sight of the big picture and kept the standards high.

APAC's overall metal showing has been stronger this year. Is that a reflection of more diverse juries, or are other factors at play?

Absolutely. When you have diverse juries, you gain a richer cultural context and a deeper understanding of the work's significance. Diverse juries also encourage more companies to enter, knowing they have a fairer chance. This festival represents global creativity, and our jurors need to reflect that.

That said, APAC still struggles to come close to the metal haul of Europe or America. What's holding the region back? Do the global juries sometimes miss the nuances and context unique to this region's creativity?

It's not just about a Western lens. In regions like the US, there's heavy investment in crafting case studies. The level of polish and money put into them is very high.

In APAC, the ideas are incredible—they solve unique problems. But the way the work is presented isn't always at the same level. Also, I think some CMOs in APAC aren't as brave as their Western counterparts, who are more willing to take risks and prove themselves. I'd love to see braver decision-making and brave CMOs and CCOs (chief communications officers) in APAC, because the creativity and talent are absolutely there.

AI has been the most overused word in the festival. But we don't see any AI-driven work in Titanium?

AI is definitely a big conversation, but you're right, in Titanium, there wasn't a big play for AI this year.

If Titanium Lions are supposed to point the way for the future of the industry, then this year's entries show how creativity is evolving. And you can't separate creativity from the conversation about AI anymore.

The whole week at Cannes was filled with discussions about AI and creativity. However, AI is a tool that makes us more efficient, helps with collaboration, and efficiency. But it's not creativity in itself. Creativity isn't just an output; it's an input. It's about innovating, challenging norms, and changing the way we think and act. That's what Titanium celebrates: the work that progresses us, shifts perspectives, and redefines how we approach business and society.

The campaigns that won this year were deeply rooted in human insight and the brilliance of bringing together different elements in unexpected ways. That's something AI can't do—at least not yet. I'm optimistic about the industry because creativity still has the power to transform business, society, and the world.

Between humour and purpose, which did you see more of this year?

There's definitely a shift in purpose. It's no longer enough to do something good for the world. You have to show the impact on the brand, on the company, and on society. Companies are under immense pressure to prove ROI, and we talked a lot about how the work here needs to deliver outcomes.

What's your biggest takeaway from this year's festival?

Optimism. My brain is so full of information and insight. I feel incredibly optimistic. When you're around creativity, and you see it celebrated, and you see its impact, it's all very inspiring.