“PainVisible” by VML Madrid and VML New York for Aritium
- Innovation Lions Shortlist in Product Innovation
- Innovation Lions Shortlist in Technology
Cannes Shortlists VML for Innovation Lions Honors
“PainVisible” and “Living Fabric” recognized for product, tech, and environmental innovation in 2025 Cannes Lions early shortlist announcements
VML has received four shortlist placements in the Innovation Lions competition at the 2025 Cannes Lions International Festival of Creativity. Two campaigns — "PainVisible" and "Living Fabric" — were recognized across a combined four categories, celebrating advancements in medical technology and sustainable product innovation.
The Innovation Lions celebrate creative problem-solving and breakthrough technologies across categories such as tools, platforms, models, and emerging adtech.
VML’s shortlisted work spans two campaigns and four categories. "PainVisible," created by VML Madrid and VML New York for Aritium, was recognized in both the Product Innovation and Technology categories. "Living Fabric," developed by VML Bogotá for Atratus, earned shortlist honors in Environmental Innovation and Product Innovation.
About the Work
"PainVisible" is an AI-powered diagnostic tool that makes pain visible—especially for non-verbal patients, who face a 30% higher risk of delayed diagnosis due to communication barriers. Created for Aritium, the tool uses a thermal camera and AI algorithm to detect heat patterns from pain-related temperature changes on the body. It then compares these maps with a database of thousands of patient studies to assess pain in real time, improving clinical decision-making.
"Living Fabric" is a biodegradable textile solution developed for Atratus to address land-based oil spills in Colombia. According to the United Nations Environment Programme, more than 1,000 significant spills occur each year, contaminating ecosystems and soil. Made from fique plant fibers and infused with Lysinibacillus sphaericus, Living Fabric absorbs pollutants and helps restore damaged land. Each box contains 33 square meters of lightweight fabric for rapid deployment—even in hard-to-reach environments.
Festival Details
As part of the Innovation Lions process, shortlisted teams are invited to present their work live to a panel of Cannes Lions jurors during the festival. These 12-minute presentations, followed by a 10-minute Q&A, allow teams to explain the impact and methodology behind their ideas.
Winners in the Innovation Lions category will be announced during the Cannes Lions International Festival of Creativity, taking place June 16–20, 2025.
