Cannes Lions 2025: Tribes Communication earns Outdoor shortlist for Honda campaign

Tribes Communication has been shortlisted at the Cannes Lions International Festival of Creativity 2025 in the Outdoor category for its campaign ‘Dry Thru’ created for Honda Motorcycle and Scooter India.

The entry has been recognised in the Special Build subcategory and marks a notable win for the agency, which has earned a spot on the prestigious shortlist roster amidst 982 Indian entries submitted this year.

‘Dry Thru’ was conceptualised for Honda, with Tribes Communication serving as the creative agency and Honda Motorcycle and Scooter India as the advertiser. The campaign stands out in the Special Build category, which honours non-traditional, innovative outdoor executions specifically designed for a brand or product.

Its name is a clever spin on “drive‑thru”, riders could literally stop to dry off during monsoon rains and continue their journey without disruption. Rather than relying on conventional drying methods, “Dry Thru” converted passive street infrastructure into a purposeful ambient experience. The setup required zero additional electricity, unlike traditional drying systems that would consume nearly 1.9 M kWh 

The campaign also generated tangible results: Honda saw a significant rise in consumer engagement, with enquiries up by 18%, a leap in brand trust, from 30th to 5th, and surpassed Hero MotoCorp in monthly unit sales, moving 583,633 units sold, a year-on-year growth of 11%

With this shortlist, Tribes Communication joins a select group of Indian agencies spotlighted at this year’s Cannes Lions, a global benchmark for creative excellence.

The festival’s awards shows are scheduled from June 16 to June 20, 2025, with more shortlists across additional categories set to be announced in the coming days.