Financial firms are earning acclaim for their standout advertising campaigns at the prestigious Cannes Lions International Festival of Creativity.
Held annually at the iconic Palais des Festivals et des Congrès in Cannes, France, the event runs this year from June 16–20. The event was originally launched in the 1950s as an awards ceremony to honour the year’s best advertisements and has since evolved into a global celebration of creativity, spanning tech, entertainment and influencer culture.
At the heart of Cannes Lions are its prestigious awards, which embody the festival’s commitment to creative excellence and effectiveness. Each year, they aim to set a new global benchmark for the industry, defining what the best in creativity looks like.
While financial brands were traditionally seen as conservative and uninspiring, they are now breaking the mould – and being recognised for it. This year, they’ve earned spots on multiple award shortlists, reflecting a growing shift toward bold, creative storytelling in the sector.
This year’s awards attracted 26,900 entries, with the ‘Glass: Lion for Change’ category, which is celebrating its 10th anniversary, seeing a 53% surge in submissions. The category honours campaigns that tackle inequality and empower underrepresented communities, and notably, financial firms are making their presence felt on the shortlist like never before.
For example, Axa’s Three Words campaign has earned a spot on the shortlist. The campaign saw the insurance company revise its insurance policies across France to formally recognise domestic violence as a risk and offer vital support to women and children affected.
The initiative, which was backed by a major national advertising campaign, marks the first time emergency relocation support for domestic violence has been included in AXA’s coverage.
Reliance General Insurance’s Pink Star Safety Rating initiative also made the shortlist. It aims to empower women to travel the world with greater confidence and peace of mind.
The campaign introduced the world’s first safety rating system for female travellers, powered by AI. The platform uses real-time algorithms to assess destinations based on factors such as crime rates, access to emergency services, public infrastructure and other key safety indicators.
In addition, Mastercard’s Inclusive by Design campaign earned recognition. Building on its Priceless brand, which launched in 1997, the initiative aims to open up financial access to the 1.4 billion people worldwide who remain excluded due to discrimination and systemic barriers.
As part of this push, Mastercard introduced a range of product innovations that place inclusion at the heart of its brand purpose. These include the True Name card, which allows transgender individuals to use their chosen name on credit cards, and the Touch Card system, designed to help visually impaired customers distinguish between credit, debit, and prepaid cards by touch.
Mobilink Bank’s The Invisible Heirs, Chubb Life Hong Kong’s Every Way of Legacy, and Nordea’s The Parental Leave Mortgage campaigns were also among the many financial firm entries shortlisted for the award, highlighting the sector’s growing creative momentum.
Winners will be announced during the 2025 Cannes Lions International Festival of Creativity on June 20.
Winning an award for an advertising campaign is more than just recognition—it’s a powerful marketing asset. It builds credibility, generates valuable publicity, distinguishes a brand from competitors and attracts new customers by serving as trusted social proof.
To learn more information about FP Awards, which celebrate excellence in financial marketing communications and can amplify your marketing impact, visit here: https://financialpromoter.co.uk/fp-awards-2025/ or enter here: https://zealous.co/rhoticmedia/opportunity/financial-promoter-awards-2025/