Electrical and technology retailer Currys picks up Cannes Lions 2025 award for Gen Z social media content

Currys has emerged victorious at Cannes Lions, which is taking place in France this week.

The electrical and technology retailer picked up an award for its social media team turning to TikTok to reach a new audience.

Focusing on Gen Z and Millennial trends on the social media platform, including one where the products in-store were described in humorous, popular phrases among young people, it notched up its highest performing video of all time, involving pancakes being made in an air fryer. This reached ten million views on the app.

In a LinkedIn post, Dan Rubel, Brand & Marketing Director at Currys, said: “Our Gen Z moment on social content generated boat loads of engagement, myriads of copycats and more PR then we ever dared to dream about... and now is amongst the 3% of Cannes entrants that actually received some metal.”

He added: “Very proud of and grateful to Ryan Todd (Senior Social Media & PR Manager at Currys) and his fab social crew (part of Sarah Leat's wider marketing and promo group) for the award win and for the wider customer and commercial impact your work has had over the last 12-18 months.”

“The post that won the award is actually the tip of iceberg in terms of what their team have achieved - and so much more to come in the year ahead. As well as the in-house team, big love to Fabric Social and iSiteTV - our social content creation partners and extensions of the Currys family.”

Emotional support Kangaroos are always welcome at Currys 💜 https://t.co/RBnLvGMM7l pic.twitter.com/w3AI5XcNWj

— Currys (@currys) May 28, 2025

2025 RTIH INNOVATION AWARDS

Social media will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.