Lions Night 2025 in Hamburg

At a festive award ceremony on Thursday evening in Hamburg, the coveted Lions were handed out to the country’s top creatives. This year, Germany took home 30 trophies in total – among them one Grand Prix, three Gold, 16 Silver, and 10 Bronze Lions. The “Night of the Lions” is one of the most important annual events of the creative industry and is traditionally hosted by Weischer as the German representative of the Cannes Lions International Festival of Creativity.

The Grand Prix was awarded to Serviceplan, Munich, for the campaign “Price Packs” for Penny, which also won three Gold, three Silver, and three Bronze Lions across multiple categories. The idea of printing prices directly on packaging impressed the jury with its clarity and cultural relevance in times of economic uncertainty. Serviceplan also emerged as Germany’s most successful agency this year, winning 10 of the 30 Lions. Silver Lions went, among others, to Adam & Eve for “You Must Be Human,” Scholz & Friends for “The Philharmonic Prints,” and Saatchi & Saatchi for “Oreo Square Cookie.”

“German agencies once again proved this year that with their creativity, craftsmanship, and critical perspective they are among the world’s best,” said Moritz Weischer, CMO of Weischer, on the sidelines of the award ceremony at Pulverfass Cabaret in Hamburg. “The Grand Prix for Serviceplan reflects an extraordinary creative force that unites impact with cultural relevance.”

During the day, Weischer hosted the “It Matters Conference” at the Factory Hammerbrooklyn. The event, now firmly established as a central platform for brand leaders, agency executives, and creatives, this year focused on the question of how creativity can drive impact in times of technological and societal disruption. Around 200 guests engaged in discussions on the intersection of business success, social responsibility, and cultural relevance.

The conference opened with Tobias Collée, Vice President Global NIVEA Brand, and Madlen Rösch, Global Social Impact Lead NIVEA at Beiersdorf, who offered insights into NIVEA’s global initiative against social isolation. They demonstrated how research, brand management, and the power of emotional storytelling converge into a long-term “social mission.” This was followed by Jan-Philipp Jahn, CEO of Serviceplan Germany, who spoke about the future viability of agency models in an evolving creative landscape. Sebastian Pattis and José Suaid of Innocean Berlin gave the audience a behind-the-scenes look at Cannes. Also taking the stage were Thomas Sailer, Vice President Brand Central Europe at adidas, and Robert Zitzmann of Jung von Matt SPORTS, discussing the local activation of a global brand. The official Cannes Lions wrap-up was presented by Marian Brannelly, Global Director of Awards at LIONS, before Florian Weischer, Co-Chairman of Weischer, joined Meinolf Ellers, Managing Director of #UseTheNews, and Cordula Schmitz, Editor-in-Chief of Hamburger Abendblatt, for a panel on the role of media, brands, and communication in fostering social cohesion.

With the “It Matters Conference” and the subsequent “Night of the Lions,” the day once again marked a highlight in Germany’s creative industry calendar. “The combination of dialogue, inspiration, and recognition clearly demonstrates the vitality and forward momentum of the German creative scene. Creativity is more than just a competitive factor,” said Moritz Weischer. “We provide a platform to understand economic and societal trends and to actively shape them through ideas.”