Recognition

AKQA honoured with five Cannes Lions

19 June 2025
Cannes 2025 hero

The Cannes Lions International Festival of Creativity has recognised AKQA’s exceptional world-changing work that propels social progress. Sounds Right received the prestigious Grand Prix for Innovation. Netflix’s It’s What’s Inside - The Game also received a Bronze Lions for Digital Craft.

Home to the world’s most prestigious annual industry awards, The Cannes Lions Awards hosts a celebration for the best innovative work and fosters collaboration across global design and communication.



Grand Prix, Innovation

Museum for the United Nations – UN Live, Spotify and EarthPercent, Sounds Right

This accolade marks the first Innovation Grand Prix in AKQA’s 30 year history. From the humming of bees to the calls of speckled chachalacas and the din of a Colombian rainforest, each unique sound compliments the voices of renowned global artists such as David Bowie, Ellie Goulding, BTS and many more, formally recognising NATURE as a featured artist with each stream generating royalties that directly support environmental conservation efforts.

The world-first music initiative is also honoured with a Gold Lion for Sustainable Development Goals and two Bronze Lions for Corporate Purpose and Social Responsibility, and Media and Entertainment.

AKQA contributed to the creative strategy, storytelling, visual identity, and launch campaign, and was part of initial concept development. It brought the universe of NATURE to life through world-leading design including pop culture inspired colour palettes and bespoke fonts inspired by sound waves, involving artists integrally in the visual universe of the campaign. Spotify used its scale, understanding of fan culture and marketing prowess to amplify the campaign via out-of-home, social and in-app promotions.

Bronze Lion, Digital Craft

Netflix, It’s What’s Inside - The Game

Powered by machine learning, up to six friends can take on the voices and visual likenesses of one another. A mix of computer-generated voice and face modelling turned what was once considered sci-fi into an immersive interaction. The eerie digital experience offers a surreal twist on social interaction through a genre-bending journey of impersonation. The pseudogänger concept echoes the film’s themes of identity distortion and allows people to adopt the voices and visual likenesses of one another, taking on new personas and challenging each other to guess who is who.

Eight people are on a video call with various expressions, a machine sits in the middle.
A display of the group winners, two red polaroid photographs.

Related Work

Sounds Right AKQA PR IMAGE

Sounds Right wins the Cannes Lions Innovation Grand Prix ↘

Recognition

A blue-green snake with its tongue out slithers through dense green leaves around a large, white checkmark partly covered by foliage.

AKQA honoured with six Clio Music Awards ↘

Recognition

SR card

Sounds Right ↘

Museum for the United Nations - UN Live

It’s What’s Inside: The Game ↘

Netflix

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