In its 20th anniversary, AKQA and The Wall Street Journal have awarded four winning ideas for the 2025 Future Lions competition, shaping the future of creativity at Cannes Lions.
Future Lions celebrates bold ideas that wouldn’t have been possible just three years ago; transforming visionary thinking into real-world impact. This year’s open brief invited young creatives to choose any brand and explore how technology can help shape a better future. The winning ideas tackled environmental protection, inclusive technology, early disease detection and dignity through design. Each of the students winning ideas suggest a brand suitable to activate the idea with.
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.
In collaboration with Greenpeace.
Yago Meneses, Marina Quadros, Breno Bonelli, Gabriel Lyra and Giulia Rebello.
Miami Ad School, Brazil.
Winner
Rewrite
Handwriting reflects every individuals’ unique identity. For those with Parkinson’s, losing it means a piece of their identity fades away. Adobe Rewrite employs generative AI, analysing pre-diagnosis handwriting samples to reconstruct original script, counteracting the disease’s impact. Restoring legibility through Adobe Rewrite offers therapeutic benefits and potentially delays further deterioration.
In collaboration with Adobe.
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.
In collaboration with Apple.
Erik Arthursson, Alice Sävman and 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.
In collaboration with Apple.
Geunah Kim, Haeun Jung, Sumin Lee, Jiyoung Park and Kyungmin Lee.
Sookmyung Women’s University, Korea.
Tom Bedecarré School of the Year Award.
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 10 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.
SVP and Global Head of Studio & Creative The Trust, Wall Street Journal Phillipa Leighton-Jones said: “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 continually inspired by how young talent harnesses technology to design a more inclusive and resilient future.”
Chief Creative Officer AKQA Peter Lund added: “Future Lions has always challenged norms, invented new tools and reimagined possibilities. These winners exemplify how the next generation applies creativity to humanity’s most urgent needs, proving once again that the future is in inspired hands.”
Global Head of Marketing AKQA Gemma Redgrave said: “Future Lions 2025 marks two decades of extraordinary ideas. These young creators remind us that creativity isn’t just about expression, it’s a tool for transformation. They’re shaping a future we all want to live in.”
Since its inception in 2005, Future Lions has grown into one of the most anticipated events for emerging talent in the creative industry. With past winners going on to work at leading global agencies and brands, the programme remains a launchpad for fearless innovation, offering a global stage for new voices to be heard.
Taken from: AKQA