DDB Latina Puerto Rico wins Grand Prix, 6 more Lions at Cannes 2025
DDB Latina Puerto Rico achieved a historic milestone at the 2025 Cannes Lions International Festival of Creativity, taking home seven awards — including the coveted Grand Prix.
The agency was recognized for campaigns developed for two Puerto Rican brands: Medalla Light and RIMAS Entertainment. It earned a total of 23 shortlist placements and won one Grand Prix, one Gold, two Silver and three Bronze Lions.
“This achievement comes in a highly competitive context: Out of more than 27,000 entries worldwide, only 10% make it onto the shortlist, around 3% earn a Bronze Lion, only 0.5% win Silver, 0.1% achieve Gold and just 0.07% win a Grand Prix,” said Edwin Rivera, president and chief creative officer of DDB Latina Puerto Rico.
“This recognition comes from competing against agencies from countries with hundreds of millions of inhabitants, backed by multimillion-dollar budgets and high-profile global campaigns. From a small island, DDB Latina Puerto Rico demonstrated that powerful ideas don’t need size, but rather authenticity, vision and creativity,” he added.
The campaign “Found in Translation” for Medalla Light — which aired in U.S. cities with large Puerto Rican communities — humorously translated Puerto Rican Spanish sayings into English and turned them into a collaborative digital experience.
“Winning a Lion in Cannes for the first time is more than advertising — it’s a tribute to our everyday language and who we are as Puerto Ricans,” said Elaine García, marketing director of Cervecera de Puerto Rico.
RIMAS Entertainment’s “Tracking Bad Bunny” campaign earned the Grand Prix in the Entertainment for Music category. The campaign combined music, technology and national pride.
“Revealing track titles using hidden geographic coordinates was our way to invite the world to rediscover Puerto Rico,” said Mónica Jiménez, marketing and partnerships director for Bad Bunny at RIMAS.
With these wins, DDB Latina Puerto Rico becomes the most awarded agency from the island in a single year and ranks among the top 20 globally at Cannes 2025. It also placed in the top five across Latin America and was the fourth most awarded office in the DDB global network.
