Cannes Lions 2025: TBWA campaign shortlisted in Film Craft Lions 

TBWA’s compelling Apple MacBook campaign, ‘Work Is Worth It’, has earned a coveted shortlist spot in the Film Craft Lions category at Cannes Lions 2025, specifically in B01 – Editing. Crafted by TBWA Media Arts Lab, Los Angeles, with support from TBWA India, Gurgaon, the campaign is a celebration of creativity, hustle, and relentless pursuit of excellence—brought to life through seamless, emotionally resonant editing.

The work stands out for its powerful rhythm and polished transitions, showcasing the role editing plays in amplifying a brand's emotional core. Apple’s message of empowering creators comes alive through TBWA’s refined craft and global collaboration.

Other Shortlists in Film Craft Lions – Editing (B01):

• Considering What? – Channel 4, Paralympics 2024
  WORK Editorial & 4Creative, London | UK
  
  

• Moments – Volvo EX90
  Stendahls & Volvo Cars, Gothenburg | Sweden
  
  

• The Shooting – La Unión Newspaper / Artículo 19
  Grey, Mexico City | Mexico
  
  

• A$AP Rocky – Tailor Swift
  ICONOCLAST, Los Angeles | USA
  
  

• Never Just a Period – Bodyform
  AMV BBDO & SMUGGLER, London | UK
  
  

• The Count – SickKids Foundation
  FCB Toronto & ICONOCLAST, Los Angeles | Canada/USA
  
  

• The Final Copy of Ilon Specht – L'Oréal Paris
  Traverse32, New York & McCann, Paris | USA/France
  
  

• Flock – Apple iPhone
  TBWA Media Arts Lab, Los Angeles & SMUGGLER | USA
  
  

• Recruitment – We Were Never Children – Reinserta Foundation
  The Maestros, Mexico | Mexico
  
  

• Dream Job – Google Pixel and Gemini Live
  SMUGGLER, Los Angeles & Google Media Lab, Mountain View | USA
  
  

• Anatomy of a Champion – Figs x Team USA Medical Team
  Mother, London & PRODCO | UK
  
  

This recognition highlights TBWA’s mastery of craft in the global advertising landscape, with the Apple partnership continuing to set new creative standards across storytelling, production, and impact.

Cannes Lions has announced the shortlists in the Craft, Entertainment and some for engagement categories. Craft shortlist includes shortlists for Design, Digital Craft, Film Craft, and Industry Craft sub categories. Entertainment category has announced shortlists for all sub categories as well including Entertainment, Entertainment Lion for Gaming, Entertainment Lion for Music, and Entertainment Lion for Sports. Whereas only shortlists for four sub categories of Engagement have been released, including Direct, Media, PR,  and Social & Creator sub categories.

The Cannes Lions Awards Shows will take place from Monday, June 16 to Friday, June 20, 2025, with more shortlists across other categories to be revealed in the coming days.