Future Lions 2025: AKQA’s Global Creative Competition Returns for Its 20th Year

Entries are now open for Future Lions 2025, AKQA’s global competition celebrating young creative talent, in collaboration with the Cannes Lions International Festival of Creativity.

Celebrating its 20th anniversary, Future Lions 2025 is proudly supported by The Wall Street Journal as its official media partner. This year’s competition is a bold call for young creatives to unleash their Lion Within, pushing boundaries to imagine innovative solutions that connect audiences to brands in ways that were unimaginable just three years ago

Future Lions challenges participants to address issues that matter most to them and their communities. With an open brief and the freedom to choose any brand, the competition encourages bold thinking and creative application of technology to bring positive change to the world. Whether it’s simple ideas that lead to significant impact or transformative solutions on a larger scale, entrants are asked to demonstrate how their ideas can make a meaningful difference.

The competition celebrates creative problem-solving on every scale, from small innovations with big impact to ambitious, world-changing ideas. Over the years, Future Lions alumni have set industry benchmarks with groundbreaking projects, from promoting energy savings through subtle freezer adjustments to leveraging UV light for improved hygiene solutions. Collaborations with past client partners such as Spotify and Volvo Cars have further challenged young creatives to push boundaries; whether it was reimagining how music streaming could foster mental wellbeing or exploring ways automotive technology could make roads safer and more sustainable. But, most importantly, all Future Lions alumni aimed to put good back into the world, creating meaningful solutions that benefit both individuals and the communities they live in.

The four winning team’s ideas will be revealed on stage at the Cannes Lions International Festival of Creativity in June 2025, with each team receiving the prestigious Future Lions trophy.

AKQA Global CCO, Peter Lund said: “Future Lions has always been about more than just creativity – it’s about pushing boundaries, solving real problems, and imagining a better world. This year, as we celebrate two decades of innovation and ideas, we’re proud to see how past winners have not only shaped the creative industry but also inspired change globally. Future Lions continues to empower young people to dream big and harness the potential of technology to create a better future.”

“At The Wall Street Journal, we empower our audiences with the knowledge and insights to shape their future,” said Phillipa Leighton-Jones, SVP and Global Head of Studio & Creative for The Trust at Dow Jones and The Wall Street Journal. “This competition is a unique platform for emerging talent to showcase ideas that reflect the evolving challenges and opportunities of our time. We look forward to seeing how this year’s participants will rise to the challenge and redefine what’s possible.”

AKQA Global Head of Marketing, Gemma Redgrave said: “A truth that I have come to understand is that being fearless and creative are not just qualities, they are central to shaping a future that is yet unwritten. Every monumental shift in our world began as a spark in the mind of someone who was unafraid to dream. Future Lions 2025 gifts the next generation of creatives the chance to do just that – transform simple ideas into extraordinary realities.”

This year’s competition is a testament to two decades of fearless creativity, bold thinking, and world-changing ideas. With an open brief, a global stage, and the backing of The Wall Street Journal, Future Lions 2025 empowers the next generation to push the boundaries of possibility. This is more than a competition—it’s a launchpad for the creative leaders of tomorrow, proving that one idea can spark change and shape the future.

The call is now open. The challenge is yours. The future is waiting – unleash the lion within.

For more information on how to enter Future Lions, and to view the full brief, visit www.futurelions.com.

The closing date for entries Sunday, 13th April 2025, at 23:59 BST.