Lions Daily News 2026 - Thursday June 25

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CANNES LIONS

LIONS DAILY NEWS

SEMINAR HIGHLIGHTS

A selection of sessions taking place today in the main auditoriums of the Palais des Festivals

10.00 THE CANNES LIONS 2026 GRAND PRIX REEL

CANNES LIONS / LUMIERE

11:00 THE FESTIVAL LOWDOWN: WHAT YOU MISSED FROM WEDNESDAY

CANNES LIONS/CONTAGIOUS/ DEBUSSY

11:10 NEW VOICES: SPOTLIGHTING THE NEXT GENERATION OF CREATIVE LEADERS

CANNES LIONS/CONTAGIOUS/ DEBUSSY

11:15 ‘STOP WORKING IN ADVERTISING.’ TO ENGAGE YOU NEED TO ENTERTAIN SIR JOHN HEGARTY/DEBUSSY

12:15 EVERYONE IS A SELLER: CIRCULAR COMMERCE IS REDEFINING CREATIVE INDUSTRIES

EBAY/DEBUSSY

13:15 LIONS LAUREATE FOR MARKETING | JIM STENGEL

CANNES LIONS/DEBUSSY

14:30 RICH SILVERSTEIN BLENDS AI AND STORYTELLING INTO A BROADWAY MUSICAL

GOODBY SILVERSTEIN & PARTNERS/DEBUSSY

De La Cruz Ogilvy’s Bad Bunny bet wins in Direct

NOBODY knew which songs Bad Bunny would play in his Super Bowl half-time show in February. But Puerto Rican delivery firm UVA App’s bet that he’d play the one that mentioned its brand paid off handsomely — including a Cannes Lion Direct Grand Prix. Its campaign, devised by De La Cruz Ogilvy, San Juan, promised to slash the prices of a range of products within the app to $1, but only if Bad Bunny sang the lyric ‘Uva Uva Bombón’ from his song Titi Me Preguntó during the half-time show. He did, and the products all sold out before the show ended, handing UVA App one of the biggest marketing wins of the night.

“Our industry right now is all about control, and all about ‘How can you assure me this is going to work?’ This case proves, in a very simple way, the disproportionate impact that you can get when you take risks,” said Jury President Joaquín Cubría,

KitKat heist earns PR Grand Prix

MORE than 400,000 of your products being stolen in transit would be a PR crisis for most brands. KitKat seized the opportunity so spectacularly, however, that its response to the chocolate heist has now won the Cannes Lions PR Grand Prix. Burson, London, and VML, London, helped the brand to flip the narrative, announcing news of the crime in a press release, then asking customers to help it to track down the stolen bars with a barcode-scanning activation.

chief creative officer at GUT, Argentina. “We felt really strong for this one, and we got there pretty fast in the Grand Prix discussion.”

The Direct category had 1,325 entries this year, with Golds awarded to work from the US (3), UK and Canada, as well as collaborations from agencies in Italy/ Brazil and the US/Mexico.

“It was a great year for direct,” Cubría said. “Some rules are being reinvented about what Direct is. The playbook is not the same.”

On trends, he suggested that “we saw a lot of power back in consumers’ hands”, as well as plenty of “great examples that proved there’s still love for human value in whatever you’re doing”.

Cubría also highlighted work that focused on preserving communities in countries like Paraguay, as well as globally relevant work from brands like Heineken that leaned in to what Direct can deliver.

THURSDAY JUNE 25 2026

More than two million people engaged with that, earning KitKat $224m of earned media — not to mention one verified lead that was passed to police as evidence. “This campaign just ticked all the boxes in PR, from earned media to the simple approach of just using a press release to announce the heist, to engaging with the community online,” said Jury President Dana Tahir, CEO, HAVAS Red, Middle East and Egypt. “Crisis communication has always been a discipline of caution: protecting reputation, managing damage,” Tahir added. “This year’s work changed the rules entirely. They didn’t just manage a crisis; they transformed it into a cultural moment.”

“They didn’t eliminate risk; they choreographed it… It set the new standard for when brands just trust their instinct and do the unexpected.”

FOCUS ON THAILAND

Muketing: How Thais turned belief into the smartest brief in the room

Uber Super Bowl ads deliver Media Grand Prix for Special

Sindhuja

THE CANNES Lions Media Grand Prix for 2026 was awarded to a campaign that uncovered a shocking conspiracy — that the NFL Super Bowl was created simply to sell food. The proof is even right there in the name. The winner, ‘Build Your Own Super Bowl Commercial’, was created for Uber Eats by Special Los Angeles. The campaign took this amusing premise and created a richly-layered campaign that helped Uber Eats record its best ever Super Bowl.

Key highlights included a huge array of talent-led ad executions that could be slotted together by Uber App users to create their own in-app personalised ad. This was then backed by an array of deals — linking creative directly to sales.

Among key highlights, the campaign is reckoned to have achieved a 38% redemption rate on promotional offers — 10 times higher than typical deals

— alongside a double-digit increase in sales. The company also reported $290m in earned media value, while hundreds of thousands of users engaged with the app experience, generating millions of seconds of content consumption beyond the televised Super Bowl ad.

Jury President Sindhuja Rai, chief client officer, WPP Media, APMEA, said the jury was looking for a Grand Prix that “embodied everything that defines modern marketing today” — and the Uber Eats campaign fit the bill. “We wanted something transformative and impactful. This campaign collapsed the funnel, encouraging consumers to spend time in the app by turning it into a communication platform.”

In terms of the jury’s parameters for awarding Lions, Rai said winners need to have strong creative ideas that were rooted in consumer insight. Clearly defined and measurable outcomes were also important — as was the ability to scale.

In addition to the Grand Prix, five campaigns were awarded Gold Lions. These came from the UK, US, Canada, Italy and Italy/Brazil.

Creative Data honour goes to Circus Grey

A GREAT week for Peru just got even better — with Circus Grey, Lima, and BCP bank securing a Creative Data Grand Prix for the outstanding SOS POS campaign. The team capped off their celebrations by also securing a Gold Lion.

Creative Data Jury President Anupriya Acharya, CEO, Publicis Groupe, South Asia, called SOS POS “a fabulous piece of work. The biggest thing about the idea was that it is so deceptively simple. Why did nobody think of it before?”

The campaign set out to deal with the scourge of mobile phone theft, focusing on scenarios where motorbike thieves snatch phones, unlock them and drain bank accounts in a matter of minutes. In such situations, consumers want to inform their bank quickly but can’tbecause their phones have been stolen. The SOS POS solution was to make it possible for consumers to disable their phones by tapping in secu-

rity information into point-of-sale terminals in local shops.

BCP and Circus Grey then mapped out the major crime hotspots in Lima and made sure that there was always a POS terminal within a two-minute walk in these areas. They also launched a deal so that consumers could buy new phones on interest-free contracts.

“Banking is a difficult category to differentiate in, but this campaign built trust through the use of data,” said Acharya. “It’s also a very universal idea because everyone has a smartphone and often they do their banking on it.”

Looking at the wider category, the jury awarded one other Gold Lion to a campaign from Mexico/Venezuela. Acharya said the jury was looking for powerful ideas which had tech at their core — not adjacent to the idea. “Did it have scale, did it raise the bar for Creative Data and could it move people, culture and society forward?” she said.

Anupriya Acharya

Oteh says technology goes hand in hand with creativity

AI WILL not replace creativity. “But it will massively accelerate the distance between those who wield it with intention, and those who don’t.”

This was the reassuring message from Accenture Song’s CEO Ndidi Oteh at yesterday’s session, Applied Creativity, in which she called for organisations to embrace creativity and technology as complementary forces.

Survival in the age of AI will depend on integrating both disciplines, Oteh said, stressing the importance of looking ahead rather than relying on past successes. Businesses must adapt “fearlessly and relentlessly” to technological change if they want to remain relevant.

“We know that change is hard and we also know that it’s necessary,” she added. “We know that there are things we don’t always want to do, but we have to do them. We know that if you don’t stand for anything, you will fall for anything and everything.”

Oteh said that companies should not choose between “art and science”

Why globals must act local in Asia while recognising diverse cultural differences

AT AN early Cannes Lions session Stephan Schwarz, executive creative director, LePub Singapore, spoke about how global brands can target a region as complex and diverse as Asia-Pacific, and be culturally resonant without losing their sense of identity. Brewing Connection: How Heineken Refreshes Social Life In Asia also looked at how respecting local definitions of courage, beauty or community can unlock global relevance. What separates true cultural resonance from token localisation?

“Here’s the easiest test I know,” Schwarz said. “Could you take the

same ad, swap the language and the faces, and run it somewhere else? If yes, it was never local. It just looked local. Think about the really strong local brands, San Miguel, Singha, Bia Saigon. They have a home. They were born into a culture, they belong to it.”

According to Schwarz the biggest mistake global marketers make when entering Asian markets is showing up like they already have the answer and treating the market as somewhere to roll it out. “One idea, nine markets, signed off, done. But there’s no such thing as ‘Asia’ as one market. Just take the festive

or “human and machine”. While AI is transforming industries, it will not replace human creativity. But it will undoubtedly widen the gap between organisations that want to be “a part of what’s next” and those who will be left in the past.

Nick Law, Accenture Song’s creative chairperson, echoed those views, noting that many tech leaders agree that creativity, judgement and entrepreneurship remain uniquely human strengths. He also noted that, while businesses invest heavily in technical infrastructure, they largely overlook the need to build “creative infrastructure”.

Law then presented findings from Accenture Song’s newly released report, Applied Creativity And How

To Lead It. According to the research, 81% of companies believe they can generate creative ideas, but only 16% convert those ideas into initiatives that drive growth. However, those companies that do so significantly outperform their peers on metrics including growth, customer atten-

season. It’s Tết in Vietnam, Chinese New Year in China, and uniquely celebrated in Singapore and Malaysia. One season, nine markets, no single playbook.”

Deciding which elements of a brand must remain universal and which should be reinterpreted locally is crucial, he said. Citing the example of Heineken, he said the fixed proposition is ‘refreshing social life’.

tion and operating margins.

The study identifies three pillars for building creative infrastructure: commitment (“Act like it matters”), structure (“Build it to work”) and expertise (“Lead with creativity”). Commitment involves fostering a culture that rewards creativity. Infrastructure focuses on organisational design and the processes that turn ideas into action. Expertise centres on leadership, particularly the presence of “visible and influential” creative leaders. Law stressed that the three elements are interdependent and that weakness in any one area can undermine innovation.

Law pointed to Thomas Edison and Walt Disney as examples of the two sides of creativity: the inventive and the expressive. Edison created groundbreaking technologies — the light bulb, the phonograph, the microphone — but was less successful at predicting how his inventions would be used. He envisioned the phonograph as a productivity tool that could preserve voices after death, yet its most enduring use became music. “So when inventions collide into culture, the expressive people are the ones that figure out what people care about,” Law said.

“That doesn’t change anywhere. What changes is what actually needs refreshing, because that’s different in every market. In Seoul with ‘Rooftop Revival’, it was space people had completely forgotten about. In Taiwan, with ‘Smootheriser’, it was a whole generation that didn’t feel beer was for them. So, keep the ‘why’ locked, leave the ‘how’ wide open.”

LePub wins Social &Creator for ‘Could Have Been a Heineken’

WHY SEND a voice note to a friend or colleague when you could meet up for a beer instead? Heineken’s campaign posing this question has now won the 2026 Cannes Lions Social & Creator Grand Prix.

‘Could Have Been a Heineken’ was created by LePub Milan and LePub São Paulo, centred on the fact that people spend 150 hours a year listening to voice notes, but often struggle to find time to meet up with the senders. Cue the “first voice-to-beer bot on WhatsApp”. People could forward voice notes longer than three minutes to the account, and receive vouchers for free beers in return.

“It is taking a very new social behaviour and converting it into literally the oldest social behaviour,” said Jury President Mihnea Gheorghiu, global chief creative officer, LePub. With Cannes Lions rules requiring him to step out of the room when his company’s campaigns were being discussed, Gheorghiu noted with amuse-

ment that much of his communication with jurors during the judging process happened in voice notes.

There were 1,413 entries for the Social & Creator Lions this year, with Golds awarded to work from Singapore (2), Brazil, the US and the UK, as well as joint UK/Spain, Denmark/Netherlands and US/Brazil campaigns.

“It was a very big year for real-time response. This speaks numbers about the essence of what Social & Creator should be,” Gheorghiu said.

“It’s reactive. It doesn’t necessarily have to react to a world event: it can react to a trend or to social behaviour. That’s how social is built, that’s what catches fire… it snowballs into this madness that we all love to engage with.”

He added that real-time response levels the playing field. “It’s not that I have 10 months or €10m more than you. Everyone’s on the same starting line: it’s all about craft, speed and collaboration between client and agency.”

There were 1,156 entries for the PR category this year, with ‘The KitKat Heist’ also bagging two Golds. Other Golds were awarded to work from the UK (2), France, Argentina and Mexico/Venezuela.

“Some of the strongest work featured brands embedding themselves authentically inside culture, celebrating tradition and protecting heritage,” Tahir said.

She also spotlighted campaigns using humour as “a gateway to very serious conversations: You don’t have to be serious to be taken seriously” — as well as work that had significant impact beyond reach metrics.

“PR is not just making headlines or earning attention. It’s changing policies,” she said. “Campaigns that influenced legislation, shifted behaviour and held institutions accountable.”

‘I’m just a girl doing a job’

ON A SWELTERING Wednesday at Cannes Lions, the coolest customer in town was surely actor and producer Priyanka Chopra Jonas, who spoke with warmth, candour and unmistakable star power to a packed Debussy Theatre audience during Building Legacy: Moving Culture Through Originality And Borderless Expression.

But Chopra Jonas — who has appeared in more than 80 films, won Miss World and built a global career spanning Bollywood and Hollywood — insisted that confidence has never come naturally. “Confidence requires practice, and it’s a choice that you have to make,” she told delegates. “It’s not with you all the time.”

Comparing confidence-building to going to the gym, Chopra Jonas told the audience she carries an “imaginary backpack” of tools she can access when self-doubt strikes.

Recalling her first Hollywood audition after years of success in India, she described feeling overwhelmed. “I reminded myself that I know my craft. I know my tools.”

The actor said her audiences respond most strongly to her authenticity rather than perceived perfection, admitting that she spent much of her early career striving for impossible standards. “I was striving for perfection,” she said. “But over time, I realised a stronger emotional connection came from saying, ‘I made a mistake.’”

That honesty, she argued, is increasingly important in an era when

audiences know far more about actors’ personal lives than ever before. “I’m just a girl doing a job,” she said. “Trying to make sure I win at every given thing that I take on.”

Chopra Jonas reflected on the changing entertainment landscape, arguing that streaming has fundamentally altered the way stories travel across borders. She recalled being told early in her Bollywood career that Indian films would never enjoy the global reach of Hollywood because they were not made in English.

“I think streaming changed that so much,” she said, adding that audiences are now embracing stories from every corner of the world. “It’s a really exciting time to be in entertainment,” she said. “Ideas, that’s your currency.”

As both actor and producer, Chopra Jonas said she increasingly looks for projects that create emotional reactions rather than simply following industry trends. Addressing the issue of gender in the entertainment business, she said she often chooses to create opportunities for herself rather than wait for them. “When there’s a glass ceiling that has been set for most women, you just have to do it yourself,” she said.

Regarding brand partnerships, she said success means she can be selective about the companies she works with. “I only align with brands that I use in my real life, that are part of my existence, that I admire, whose brand values I align with,” she said.

EXPLORE THE FULL REPORT THE SCIENCE OF DESIRE

Marketing remains divided on evidence versus instinct

FRESH from his appearance alongside Mark Ritson at Cannes Lions, Byron Sharp told Lions Daily News that marketing is still divided between practitioners who embrace evidence-based principles and those who continue to rely on instinct and convention. Sharp, director of the Ehrenberg-Bass Institute and author of the influential How Brands Grow, appeared with Ritson, founder of MiniMBA, on Monday in the Debussy Theatre to discuss what the two marketers agree upon, despite their reputation for public disagreement. “Mark and I sorted out some of the little misconceptions we have had,” Sharp said. “But we we broadly agreed on the post-How Brands Grow world.” The pair’s session, Five Marketing Truths We Can Actually Agree On, sought to establish a baseline of marketing principles supported by evidence, including consistency, reach and long-term brand building. “We both agreed on the importance of consistency,” Sharp said, noting that

brands often struggle to achieve it. According to Sharp, marketers’ adoption of evidence-based approaches remains uneven. “There’s huge heterogeneity around the world,” he said. Since How Brands Grow was first published more than a decade ago, Sharp says his own thinking has evolved. “We learned a lot more about implementation and how to say things better,” he said. He also pointed to greater understanding of the relationship between mental and physical availability, particularly for smaller brands. Sharp is sometimes characterised by critics as sceptical about creativity. He rejects that interpretation, arguing that evidence provides constraints within which creativity can flourish. “All the scientific laws do is give us some guardrails. The science gives us a bit more of a down-to-earth view of the world. My namesake Lord Byron might not have approved because it’s less romantic. But it’s needed.”

Quantifying the value of culture

BRANDS that don’t understand the true value of culture are missing out — and the latest research from M+C Saatchi Consulting and Oxford University explains how much.

“We wanted to get to something empirical and new to this industry, which is quantifying and understanding the

physics of culture. How do we really decode how people behave?” M+C Saatchi Consulting’s global CEO Rhonda Hiatt told Lions Daily News.

“Brands traditionally have always put messages out. Culture then does things with those messages, but we’ve never been able to figure

CREATIVITY IS THE ANSWER DURING

UNCERTAIN TIMES

out what the influence return back is. That’s ultimately what we did with this work.

“Essentially about a third of brands’ equity is being left on the table by not understanding that dynamic of culture. It’s a huge finding: a metric that is fit for CFO, fit for boardroom.”

Hiatt thinks that ‘culture’ might just be the word of this year’s Cannes Lions, although she accepted that ‘AI’ and ‘creator’ might run it close.

“We’re not going to get to a point where the whole industry is just all AI. We won’t let that happen, because at the end of the day, you’re still going to connect with people. Brands still serve a purpose in people’s lives, and so you have to be able to have that connection,” she added.

“The biggest challenge is going to be that we will not just be marketing to humans: we’ll also be marketing to [AI] agents,’ she said, noting that creators provide an early window into that future.

AS ONE of the advertising industry’s most awarded creative leaders, winning Cannes Grand Prix in consecutive years, Tara Ford, chief creative officer of Droga5, continues to shape the global conversation around creativity, innovation and cultural impact. Speaking to Lions Daily News, Ford said she was detecting an upbeat mood in the creative community this year, with a greater focus on craft. “In the lead up to Cannes people love to just pick out some work, and talk about work that might do well, and a lot of those pieces I’ve noticed are very beautifully crafted,” she said. Work done, for example, on camera rather than being a special effect, was evidence of a much needed human touch. That craft she said, be it visual craft or storytelling, has to have a “certain, human, individual voice”. She said a lot of the work she has seen so far has been playful and humourous. “And I wonder if that’s a little bit of an antidote to the world right now?” Where there is a lot of uncertainty in the world, creativity is the answer, she said.

Tiltman: less can be more if you avoid the efficiency trap

MARKETERS facing shrinking budgets but expanding complexity were urged to challenge the “more with less” dilemma during a packed session at the WARC-co-curated Creative Impact stream.

Monday’s discussion, entitled How To Thrive In The Age Of ‘More With Less’, brought together insights from WARC’s latest thinking and a new study from CreativeX examining how brands allocate marketing spend across platforms.

David Tiltman, senior vice-president and chief content officer at WARC, and Tariq Hassan, CEO of Light21; argued that the central tension was clear: marketers are being asked to do more across more channels, but with fewer resources and a growing pressure to justify every short-term outcome. As a result, they are stuck in an efficiency trap that is systematically undermining the effectiveness of their investment.

Tiltman argued, however, that constrained conditions should not

automatically lead to reduced ambition. As an illustration, he pointed to evidence that constant creative turnover can undermine long-term brand impact. He argued that letting ideas build momentum over time rather than being replaced too quickly could prove to be more cost-effective and also deliver compounded business performance. The imbalance between shortterm performance activity and long-term brand building was a major theme of the session, with the speakers highlighting new data showing that a significant proportion of digital advertising spend is concentrated in low-budget, high-volume executions, often optimised for algorithms rather than creative impact. Tiltman summed it up by saying marketers are “praying to the gods of virality.”

Tiltman and Hassan broadened the conversation beyond advertising, arguing that cost-cutting and efficiency drives are also contributing to a widening gap between brand

promises and real-world delivery — a development that has given birth to the phrase ‘enshittification’. Hassan argued that lessons derived from the marketing function could be applied successfully to aspects of customer experience. Hassan drew on his time working as CMO at Petco, which he

repositioned as a pet health and wellness company. The company sent out signals to its audience of its planned pivot — for example removing ‘shock’ collars and food with additives from its shelves. The introduction of the health and wellness platform across the business eventually triggered a transformation in performance, he said.

The crucial takeaway, he said, is to have a stable and coherent plan. “You can have a boring strategy. The excitement comes from how you execute that strategy.”

Takeshi Sano: dentsu by numbers

DENTSU, currently marking its 125th anniversary, began as a small news reporting and advertising agency in Tokyo and has gradually evolved into one of the most influential creative and communications networks on the planet, operating in over 120 countries.

In his first major appearance since being appointed to the role, the man leading that company, president and global CEO Takeshi Sano, took to the Debussy Stage on Tuesday afternoon, in conversation with CNBC’s Julia Boorstin. He reflected on dentsu’s founding ethos, the culture that has shaped the company, and how it will approach the challenges to come. Picking up on its history, Sano said the numbers one, two and five help represent what defines dentsu. “One — we work as one team with our clients. Two is our two superpowers — innovation

and impact,” he said. “And five are the qualities that shape our cultures: curiosity, mutual respect, human creativity, correlation and, most important, trust.”

Looking to the future, the industry faces three major challenges, he said. The pace of change, complexity and sameness. “The pace of change means we need agility. The complexity means we need simplicity,” he said. “AI tends to make sameness, so we need to bring more distinctiveness.”

Asked about his leadership style, Sano stressed the importance of client centricty. Prior to taking on the role as global CEO, Sano was running dentsu’s Japanese business where there are some particularly long-term relationships — in some cases clients have been with dentsu for more than 100 years. But Sano noted, while building a strong relationship and trust, “client-centricity does not mean we should say yes to everything. Sometimes we should say no to the client because that is based on our client’s interest.”

ACT Responsible: celebrating the industry’s power to do good

THIS WEEK’s Cannes Lions is a special one for non-profit organisation

ACT Responsible: it is marking 25 years of highlighting the advertising industry’s potential to raise awareness of social and environmental issues.

At the festival, its ACT Responsible Exhibition is featuring a range of campaigns that explore important issues of the moment, from public health and social inclusion to trust in institutions and environmental sustainability.

ACT, which stands for Advertising Community Together, was founded

‘‘For a quarter of a century ACT Responsible has highlighted campaigns that use the power of creativity to give voice to communities, bring urgent social issues to light and inspire collective action’’

in 2001, bringing together a broad range of agencies, brands, NGOs, media and other institutions.

“For a quarter of a century, ACT Responsible has highlighted campaigns that use the power of creativity to give voice to communities, bring urgent social issues to light and inspire collective action,” said ACT Responsible co-founder Isa Kurata.

“We intend to continue.”

Among the campaigns in this year’s exhibition were ‘Corrupt Square’ by Publicis Groupe Hungary for Trans-

parency International, which used augmented-reality technology to take corruption in politics to task.

Studio Nuts’ ‘No One Is Disposable’ for CASA Portugal used a man made of cardboard as a metaphor for how society treats people facing homelessness, while ‘Bottle It Back’ by TBWA\Santiago Mangada Puno exposed the hidden water consumption of AI services.

‘Trash Vegetables’ by McCann Worldgroup Athens for Wikifarmer, meanwhile, bundled still-edible vegetables into rubbish bags to highlight the global problem of food waste.

In ‘The Whole Picture’ by Lucky Generals New York for The Guardian, people were invited to physically uncover censored information, experiencing firsthand the value of independent journalism and thorough reporting. The campaign highlighted the importance of context, transparency and critical thinking in today’s information landscape.

‘Invisible Homelessness’ by Havas Creative Canada for The Montreal Youth Refuge revealed homelessness not through shock or stereotypes, but through absence. As public spaces empty at night, young people with nowhere to go gradually become invisible.

In total, the 2026 edition features 102 campaigns spanning 71 agencies from 33 countries and representing 97 advertisers.

ACT Responsible hosted a two-hour Open House session yesterday afternoon in the Debussy Foyer, inviting delegates and non-delegates alike to discover the work.

“Our partnership with ACT Responsible has championed the idea that creativity can drive meaningful change, inspire progress and unite communities across the globe,” said LIONS senior vice-president Gaelle Comte at the ribbon-cutting ceremony for the Open House.

“Together we’ve demonstrated that creativity is not just an industry tool, but it’s also a transformative force for good.”

Meet the winners

The second round of Lions Awards were presented on Tuesday night. Categories included Films Cra , Design, Industry Cra , Digital Cra , Entertainment, Entertainment Lions for Music, Entertainment Lions for Gaming and Entertainment Lions for Sport. The Cannes LionHeart Award was presented to Oprah Winfrey

Live on stage, the Cannes LionHeart Award, honouring an individual who has harnessed their platform to make a meaningful and lasting impact on the world, was presented to Oprah Winfrey, global media leader, producer, philanthropist and actress

The Design Lion Grand Prix went to teams from TBWA\ Media Arts and Apple for ‘Apple TV Rebrand’. The jury said: “We awarded the Grand Prix because it’s gloriously human-made. It recaptures the drama of cinema and the sheer magic of light and sound”

The Film Cra Grand Prix went to ‘Your Way Out’, for Coinbase, by Isle of Any, New York, a lm that challenges perceptions about today’s nancial system through videogame aesthetics and original cra . The jury said it was “awarded a Grand Prix for direction primarily because the depth and originality of the cra was undeniable”

There were smiles all round as VML New York scooped an Entertainment Lion for Music which recognised their use of humour to tackle a di cult issue with the ‘Beat Cancer O ’ campaign

The team from DAVID Bogota and DAVID Madrid celebrate their Gold Sport Lion for ‘Resize The Price’ for Aguila beer. The campaign tackled the rising cost of football shirts in Colombia, linking a price reduction to a larger logo for the sposnor

There was dancing on stage and screen as the creatives from Lovely, Sao Paulo collected their Gold Design Lion for ‘Dancebook Brasil’ created for the brand Bradesco

The Industry Cra Lion Grand Prix went to Lola, Madrid for ‘Tiny Co ee Shops’ for De’Longhi which the jury said “reconnects us with something rare: the ability to feel like children again. Every detail was cra ed with extraordinary care, turning tiny decisions into giant emotions”

Innovative use of technology was recognised as the team from Circus Grey based in Lima, Peru was awarded a Digital Cra Gold Lion for ‘Sos Pos’, an initiative that turns payment terminals across thousands of businesses into emergency banking points

An Industry Cra Lion Gold was scooped up and celebrated on stage by Dentsu, Tokyo. Praised for its brand and communications design ‘Dear Di erence’ was developed for Nikka Whisky’s Taketsuru Pure Malt

The ag was ying as Wieden+Kennedy, Mexico picked up their Entertainment Gold Lion with their short lm ‘Who’s Waiting For You?’ created for Cerveza Victoria

One of two Entertainment Lion for Music Grands Prix went to Adidas and Johannes Leonardo, New York for its Oasislinked ‘Original Forever’. The Jury described it as “a fantastic integration of brand, band and audience. It not only reignited nostalgia for older fans, it ushered in an era of new ones”

The Entertainment Gold Lion in the Challenger Brand category went to the team from Isle Of Any, New York for the campaign ‘Everybody Coinbase’ which was developed with Cartel New York, Wavemaker New York, Daisy Chain Studio London and Coinbase Oakland

The Entertainment Lion for Sport Grand Prix went to‘The Thousand Sponsors of Muni’, for Club Deportivo Municipal, by McCann, Lima. A sponsorship platform turning football club supporters into sponsors, the work tapped into fan loyalty and created a national conversation

The team from Try, Oslo were all smiles as their ‘Made For’ campaign for IKEA Home Furnishings picked up a Gold Lion in the Industry Cra category

On Ag, Zurich celebrated their Gold Lion for Film Cra for ‘Shape Of Dreams’ the Spike Jonze-directed lm introducing On’s rst co-created collection with Zendaya

Apple’s team from Cupertino celebrated their Entertainment Lion for Music Gold, which they picked up for the extraordinary accessibility-focussed ‘I’m Not Remarkable’ developed with Somesuch, London

The Entertainment Lion for Gaming Grand Prix went to ‘Copycats Welcome’, for Clash Royale, by David, New York. Targeting the game’s imitators to win loyalty, this boundary-crossing work blends brand lm, community activism and interactive

experience

When athletes turn creators it’s a whole new ball game for brands

PROFESSIONAL golfer and twotime US Open Winner Bryson DeChambeau was in conversation with YouTube chief business officer Mary Ellen Coe yesterday afternoon on the Debussy stage to discuss marketing in the new era of sports. More than 40 billion hours of sports are watched on YouTube per year, a figure that incudes live games, clips, highlights, the analysis before the game and the stories behind the athletes. And increasingly it’s the athletes themselves are becoming the creators. “65% of viewers say: ‘I want to watch sports through the eyes of the creators that I love.’ And what better creators to watch with than athletes? The athletes that they love,” Coe said. “Brand partnerships and sponsorships with athletes have been around for years.

But now, because athletes as creators are connecting directly with their fans, it’s a perfect opportunity for marketers to partner directly with them and tap into the authentic and the direct relationships they have.” DeChambeau has a following of over three million fans on YouTube and is reimagining the game of golf, bringing it to new and younger fans. “There’s people all the time that comment, ‘I’ve never played golf, but I love watching your content’,” he said. Choosing the right brand partnership comes down to authenticity, he said, “and connecting with a brand that aligns with your passions, and your loves, and your wants and desires for what you want to give to the public.”

He added that creators will also be held accountable to that authenticity as well, “because your fans and the people that view your content are going to see right through that if it’s not authentic. So it’s got to be the right partner. It’s got to be the right brand. It’s got to be the right connection.”

THE TRAITORS US host Alan Cumming, Real Housewives star Rachel Zoe, NBC Universal host Seth Meyers and Saturday Night Live writer and anchor Colin Jost took to the Debussy Stage yesterday afternoon in an extended NBC Universal-hosted session From Franchise To Frenzy: The Global Fandom Engine. In an informal fireside chat, Cumming and Zoe explored how modern fandom extends beyond TV, transforming audiences into cultural participants through fashion, social media and shared experiences. Zoe reflected on her return to reality TV after a decade away, highlighting how digital platforms have accelerated trends, reshaped brand engagement and created unprecedented intimacy between talent and audiences. Cumming discussed the explosive success of The Traitors, describing how the theatricality, character-driven presentation and visual identity of his outfits have become central to the show’s appeal. He also emphasised the importance of visibility and representation, noting that in a period when “queerness and non-binariness are sometimes viewed negatively, the fact that a middle-aged man can turn up in these flamboyant outfits on a hugely successful show is a really positive thing”. Afterwards, Meyers and Jost also took to the stage for a one-to-one conversation.

Muketing: How Thais turned belief into the smartest brief in the room

Campaigns which engage positively with Thailand’s deep-rooted spiritual belief system are reaping the bene ts — as long as they follow the rules, according to Pert Pongpiti Phasukyud, founder and CEO, AD ADDICT

LET ME ask you something before we dive in. When was the last time you checked your horoscope before a big pitch? Wore a specific colour on a Monday because someone told you it was lucky? Hesitated to book a launch date that just felt … off?

If you said never — fair enough. But if you’re sitting in Cannes right now next to someone from Thailand, I’d wager good money that they nodded. Probably without realising they did. Because in Thailand, belief isn’t a personality trait. It isn’t something you grow out of when you get a university degree or a LinkedIn profile. It’s infrastructure. It shapes mornings, decisions, purchases, and relationships — and if you’re a brand paying attention, it shapes the most powerful creative briefs you’ll ever encounter. We have a word for what happens

Tinder’s campaign in action

when that belief meets marketing. We call it Muketing.

The word is a mashup — and it’s worth unpacking, because the mashup itself tells you everything. Mutelu is Thailand’s umbrella term for the sprawling belief ecosystem that quietly runs alongside everyday life here — an eclectic mix of Buddhist traditions, Brahman-Hindu rituals, Chinese superstition, astrology, animism, feng shui, spirit worship, lucky numbers, sacred amulets, deity devotion, auspicious dates, fortune-telling, and whatever else might tilt fate slightly in your favour. Everything that sits in the magnificent grey zone between faith and fate. Marketing, you already know. Put them together and you get Muketing — the strategy of building brands with belief, not just around it. It sounds niche. The numbers say otherwise.

Over 88% of Thais engage with Mutelu

practices in some form. Thailand’s faith economy is estimated at 15bn baht — roughly $400m. In 2024, Mutelu-related content racked up nearly four billion social media engagements in a single

“None of this feels dramatic. None of it feels irrational. It’s just Tuesday”s

year. And the generation driving all of that? Gen Z. The same cohort your digital strategy is desperately trying to reach on TikTok is also setting their phone wallpapers to sacred yantra images and

consulting astrologers before accepting job offers. They don’t see a contradiction. In Thailand, belief systems rarely compete. They stack. The brands getting this right have stopped looking for one.

Here’s what a fairly ordinary Thai morning looks like — and I say this as someone who lives it. You wake up and check the colour you’re supposed to wear today. Yes, there’s a day-colour system. Yes, millions follow it. Your phone wallpaper is probably a deity, kept there less out of devotion and more because why wouldn’t you want something watching your back? Before booking an important meeting, you check the calendar for an auspicious date. Your phone number was almost certainly vetted against your birth chart at some point. There’s an amulet somewhere on your person. None of this feels dramatic. None of it feels irrational. It’s just Tuesday.

And that’s exactly the point. Muketing isn’t about tapping into an exotic niche. It’s about engaging with the actual texture of how Thai consumers move through the world — the habits, rituals and quiet convictions that shape decisions long before a purchase is made.

So if you’re a brand thinking about jumping into this space — good. But belief isn’t a trend you can just slide into. It has rules. Unwritten ones, mostly. And getting them wrong doesn’t just mean a campaign that doesn’t land. It means a community that doesn’t forget.

Here are three cases that taught us what those rules actually look like in practice. Three brands. Three different entry points. Three very different lessons about what it means to build with belief — not just borrow it.

Rule 1: Don’t mock the brief. Master it. For years, a superstition had been quietly circulating through Thailand’s healthcare community: order KFC during your hospital shift and you will be overwhelmed with patients. Some even say it’s because the spirits love fried chicken so much that they show up and bring the whole ward with them.

This is, objectively, wonderful. It’s also a brand problem. KFC had become — without any involvement on their part — an unwelcome sight in hospital wards. Doctors, nurses, and healthcare workers across the country were informally avoiding the chicken. A global brand, culturally banned not by regulation but by ghost story. Most brands would have ignored it. Some might have launched a cheeky social campaign trying to debunk it. Both would have missed the point entirely. KFC Thailand did something far smarter: they took the superstition completely seriously and solved it on its own supernatural terms. They created the ‘This Is Not KFC’ collection — special edition packaging designed in the visual language of traditional Thai curse-breaking. Boxes printed with ‘This does not contain Fried Chicken’. ‘No WingZ Zabb inside’. Messages addressed directly to the spirits, engi-

neered to create just enough ambiguity that the curse couldn’t find its target. Released on Thai Doctors’ Day, exclusively at branches near hospitals, the campaign became a national moment. It picked up awards for cultural intelligence. More importantly, it worked — because the team never once winked at the audience or suggested the belief was silly. They respected it enough to engage with it in its own language. The first thing Muketing asks of you isn’t creativity. It’s humility.

Rule 2: Don’t interrupt the ritual. Join it.

Some brands dip a toe into belief culture once, get a good headline, and move on. Tinder Thailand did something smarter: they committed to it. In 2022, they showed up at the Trimurti Shrine outside CentralWorld — Bangkok’s most beloved sacred site for love — on Valentine’s Day. The campaign was called ‘LOVE destiNATION’. Stickers on the ground read: ‘Pray and swipe right’. Free offering sets. A photo booth so people could shoot their new profile photos right there, still warm from a prayer. It was humble, light-touch, and perfectly timed. It didn’t compete with the ritual. It just made itself useful at the exact moment people were most ready to be found.

Then they paid attention. And in May 2026, they came back — differently. The new campaign, ‘The 24-Hour Mutelu Convenience Store’, was built around Tinder’s newly launched Astrology Mode: a pop-up at the same CentralWorld plaza, next to the same shrine, featuring four activity zones. Free to enter — but only if you showed a Tinder

profile with Astrology Mode activated. The concept: when the shrine closes, your destiny stays open. The belief doesn’t have business hours. Neither does the algorithm.

The difference between 2022 and 2026 isn’t just scale. In 2022, Tinder stood next to the belief. In 2026, the belief became the product mechanic — the entry ticket, the matching filter, the whole reason to show up. Thai Tinder data showed Leo as the number-one zodiac sign among users, followed by Libra and Scorpio. Star signs weren’t small talk. They were compatibility infrastructure. And Tinder built their campaign on that truth. That’s what Muketing looks like when a brand plays a long game.

Rule 3: Don’t just show up. Live in the routine.

Most Muketing is built around a moment — a campaign drops, people notice, it travels, it ends. Shokubutsu had a different ambition entirely. They wanted to live in your bathroom.

Shokubutsu is Thailand’s number-one selling shower cream — three years running. For their anniversary in 2024, they didn’t launch a new scent or sign a celebrity. They called Mor Chang: Ajarn Tossaporn Sritula, Thailand’s most famous astrologer, a household name whose annual predictions make actual news. His brief was unusual: design four scents, one for each elemental type in the zodiac system — Earth, Water, Wind, Fire — each mapped to the emotional states and energy those elements govern. The logic draws from both feng shui and aroma psychology. Scent changes your state. Your element governs your natural energy. Use the

Water scent before sleep, governing relaxation and emotional release. Use the Wind scent before leaving the house, because Wind activates creative thinking and outward momentum.

The result was Shokubutsu Zodiac — four colours, four scents, 500ml at 99 baht, sold exclusively at Lotus’ as a limited edition. It sold out. But the real product wasn’t the shower gel. It was the ritual. The shower — something millions of people do every single day, often twice a day, without thinking — became a spiritual practice. Not on a special occasion. Not during a campaign window. Every morning. Every evening. For as long as the bottle lasted. Belief embedded in a daily habit doesn’t need a campaign to keep it alive. The routine does that for you, quietly, on its own.

That’s what makes this case different from everything else in this piece. The others were moments of genius. This one was patience. And in Muketing, patience is the rarest brief of all.

Muketing is not a technique you can copy. You can’t reverse-engineer these campaigns by adding a lucky symbol to your packaging or timing a product drop to an auspicious date. The work that earns the right to play in this space is built on genuine cultural understanding — on knowing why people hold the convictions they hold, not just that they hold them.

Every market has beliefs that the brief never mentions. Convictions that live in the objects people carry, the numbers they consider lucky, the dates they avoid, the rituals they perform without thinking. Things that shape millions of decisions every day without ever appearing in a focus group, a strategy deck or a creative brief. Three brands in this piece found those convictions. One solved a ghost story. One waited for a shrine to close. One moved into a bathroom. None of them invented the belief. They just took it seriously enough to build something real around it. That’s the whole game.

So that’s the lesson. Not a framework. Not a playbook. Just the willingness to ask a question most briefs are too sensible to ask: What does your audience believe that you’ve been too rational to take seriously?

The answer to that question is the most valuable brief in your market right now. Someone is going to find it. Make sure it’s you!

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MEDIA

• VM1, NEW YORK

PR • VM1, NEW YORK

POST PRODUCTION • BOGOTA, CURITIBA

D06/006 • SINGAPORE •

BREAKTHROUGH ON A BUDGET

TITLE • A.I. IRRESPONSIBLY

BRAND • BREWLANDER

PRODUCT • BREWLANDER BEER

ENTERED BY • BLKJ HAVAS, SINGAPORE

IDEA CREATION • BLKJ HAVAS, SINGAPORE

D07/010 • ITALY • CSR

TITLE

• DARK MODE ADS

BRAND • PLENITUDE

PRODUCT • ENERGY

ENTERED BY • LEPUB, MILAN

IDEA CREATION • LEPUB, MILAN

PRODUCTION • PRODIGIOUS, MILAN

MEDIA • CARAT, MILAN

POST PRODUCTION • PRODIGIOUS, MILAN

D07/012 • UNITED ARAB EMIRATES •

CSR

TITLE • SPOTS FOR SHOPS

BRAND • PARKIN

PRODUCT • PARKING SPOTS

ENTERED BY • FP7 MCCANN DUBAI

IDEA CREATION • FP7 MCCANN DUBAI

MEDIA • FP7 MCCANN DUBAI / MAGNA

GLOBAL, DUBAI

PR • FP7 MCCANN DUBAI

D09/009 • UNITED ARAB EMIRATES •

CULTURAL ENGAGEMENT

TITLE • LAWS UNDER ATTACK

BRAND • INTERNATIONAL COMMITTEE OF THE RED CROSS ( ICRC )

PRODUCT • INTERNATIONAL COMMITTEE OF THE RED CROSS ( ICRC )

ENTERED BY • TBWA\RAAD, DUBAI

IDEA CREATION • TBWA\RAAD, DUBAI

MEDIA • OMD, BEIRUT

E01/003 • UNITED KINGDOM •

MEDIA INSIGHTS & STRATEGY

TITLE • SAVINGS INDEX

BRAND • NATWEST

PRODUCT • NATWEST

ENTERED BY • INITIATIVE MEDIA, LONDON

IDEA CREATION • INITIATIVE MEDIA, LONDON / NATWEST, LONDON

PRODUCTION • INITIATIVE MEDIA, LONDON / THE&PARTNERSHIP, LONDON

MEDIA • INITIATIVE MEDIA, LONDON

PR • INITIATIVE MEDIA, LONDON

Grand Prix DIRECT

UVA UVA BOMBÓN

UVA APP

DE LA CRUZ OGILVY, SAN JUAN

PUERTO RICO

GRAND PRIX

F02/021 • PUERTO RICO • CHALLENGER BRAND

TITLE • UVA UVA BOMBÓN

BRAND • UVA APP

PRODUCT • UVA APP

ENTERED BY • DE LA CRUZ OGILVY, SAN JUAN

IDEA CREATION • DE LA CRUZ OGILVY, SAN JUAN

PRODUCTION • AGOSTO MUSIC, LIMA / CELESTE FILMS, MONTEVIDEO

POST PRODUCTION • CELESTE FILMS, MONTEVIDEO

A01/019 • UNITED STATES • CONSUMER GOODS

TITLE • OREO COWS

BRAND • OREO

PRODUCT • OREO

ENTERED BY • VML, NEW YORK

IDEA CREATION • VML, NEW YORK / VML, MEXICO CITY •

PRODUCTION • BDS MUSIC, NA / BELIEVE TV, SANTIAGO / LANDIA, MEXICO CITY / VOX HAUS, PETROPOLIS

MEDIA • SPARK FOUNDRY, MEXICO CITY

PR

• BURSON, MEXICO CITY

POST PRODUCTION • DORADO.TV, MEXICO CITY

A06/017 • UNITED STATES • CONSUMER SERVICES/B2B

TITLE • EVERYBODY COINBASE

BRAND • COINBASE

PRODUCT • COINBASE

ENTERED BY • ISLE OF ANY, NEW YORK

IDEA CREATION

PRODUCTION

• ISLE OF ANY, NEW YORK

• ISLE OF ANY, NEW YORK / DAISY

CHAIN STUDIO, LONDON

MEDIA • WAVEMAKER, NEW YORK

PR

• ISLE OF ANY, NEW YORK / COINBASE, OAKLAND

POST PRODUCTION • ISLE OF ANY, NEW YORK / WAVE STUDIOS, NEW YORK / CARTEL, NEW YORK

B02/014 • UNITED STATES • SMALL-SCALE MEDIA

TITLE • LIME GUIDES

BRAND • CORONA

PRODUCT • CORONA

ENTERED BY • GREY, NEW YORK

IDEA CREATION • GREY, NEW YORK

PRODUCTION • FREQUENCY PICTURES, LAS VEGAS / MAGIC LAB ACADEMY, SAO PAULO / ASA ONZE, SAO PAULO / VOODOO HOUSE, SAO PAULO

MEDIA • STARCOM, NEW YORK

PR

• 3PM/WEBER SHANDWICK, NEW YORK

POST PRODUCTION • AGOSTO MUSIC, LIMA

D01/030 • UNITED STATES •

USE OF DIGITAL PLATFORMS

TITLE • BUILD YOUR OWN SUPER BOWL COMMERCIAL

BRAND • UBER EATS

PRODUCT • UBER EATS

ENTERED BY • SPECIAL, LOS ANGELES

IDEA CREATION • SPECIAL, LOS ANGELES

PRODUCTION • / BISCUIT FILMWORKS, LOS ANGELES

MEDIA • PHD, NEW YORK

POST PRODUCTION • EXILE EDIT, LOS ANGELES / PARIAH CREATIVE, SANTA MONICA / ELEVEN SOUND, LOS ANGELES / WALKER, SANTA MONICA / COMPANY 3, SANTA MONICA

E03/019 • CANADA •

EXPERIENCE DESIGN

TITLE • HEINZ DIPPER

BRAND • HEINZ KETCHUP

PRODUCT • HEINZ KETCHUP

ENTERED BY • RETHINK, TORONTO

IDEA CREATION • RETHINK, TORONTO

PRODUCTION • UNITED ASSEMBLY, TORONTO

PR • ZENO GROUP, CHICAGO / ZENO GROUP, TORONTO

POST PRODUCTION • BLACK MADRE, SAO PAULO

F04/103 • ITALY •

SOCIAL BEHAVIOUR

TITLE • COULD HAVE BEEN A HEINEKEN BRAND • HEINEKEN

PRODUCT • HEINEKEN BEER

ENTERED BY • LEPUB, MILAN

IDEA CREATION • LEPUB, MILAN / LEPUB, SAO

PAULO

MEDIA • RED STAR, SAO PAULO

PR • THE ROMANS, LONDON / LEMA+, SAO PAULO

F05/029 • UNITED KINGDOM •

USE OF HUMOUR

TITLE • EXPEDITION IMPOSSIBLE

BRAND • COLUMBIA SPORTSWEAR

PRODUCT

• SPORTSWEAR

ENTERED BY • ADAM&EVE\TBWA, LONDON

IDEA CREATION • ADAM&EVE\TBWA, LONDON

PRODUCTION • SMUGGLER, LONDON

POST PRODUCTION • CUT + RUN, LONDON

SILVER LION

A01/009 • UNITED STATES • CONSUMER GOODS

TITLE • LIME GUIDES

BRAND • CORONA

PRODUCT • CORONA

ENTERED BY • GREY, NEW YORK

IDEA CREATION

PRODUCTION

• GREY, NEW YORK

• FREQUENCY PICTURES, LAS

VEGAS / MAGIC LAB ACADEMY, SAO PAULO / ASA ONZE, SAO PAULO / VOODOO HOUSE, SAO

PAULO

MEDIA • STARCOM, NEW YORK

PR • 3PM/WEBER SHANDWICK, NEW YORK

POST PRODUCTION • AGOSTO MUSIC, LIMA

A01/059 • UNITED KINGDOM •

CONSUMER GOODS

TITLE • EXPEDITION IMPOSSIBLE

BRAND • COLUMBIA SPORTSWEAR

PRODUCT • SPORTSWEAR

ENTERED BY • ADAM&EVE\TBWA, LONDON

IDEA CREATION • ADAM&EVE\TBWA, LONDON

PRODUCTION • SMUGGLER, LONDON

POST PRODUCTION • CUT + RUN, LONDON

B02/040 • CANADA •

SMALL-SCALE MEDIA

TITLE • HEINZ DIPPER

BRAND • HEINZ KETCHUP

PRODUCT • HEINZ KETCHUP

ENTERED BY • RETHINK, TORONTO

IDEA CREATION • RETHINK, TORONTO

PRODUCTION • UNITED ASSEMBLY, TORONTO

PR • ZENO GROUP, CHICAGO / ZENO GROUP, TORONTO

POST PRODUCTION • BLACK MADRE, SAO PAULO

B03/015 • BRAZIL • LARGE-SCALE MEDIA

TITLE • FIELD BARCODE

BRAND • MERCADO LIVRE

PRODUCT • MERCADO LIVRE

ENTERED BY • GUT, SAO PAULO

IDEA CREATION • GUT, SAO PAULO

PRODUCTION • GUT, SAO PAULO

MEDIA • ZETABE, SAO PAULO

POST PRODUCTION • GUT, SAO PAULO

B04/001 • ARGENTINA • USE OF BROADCAST

TITLE • ONE MORE QUESTION

BRAND • LALCEC

PRODUCT • LALCEC

ENTERED BY • GREY ARGENTINA, BUENOS AIRES

IDEA CREATION • GREY ARGENTINA, BUENOS AIRES

MEDIA • GREY ARGENTINA, BUENOS AIRES

PR • NINCH COMPANY, BUENOS AIRES

B04/004 • PERU •

USE OF BROADCAST

TITLE • PRIME TIME 0.7

BRAND • FRECUENCIA LATINA

PRODUCT • FRECUENCIA LATINA

ENTERED BY • FAHRENHEIT DDB, LIMA

IDEA CREATION • FAHRENHEIT DDB, LIMA

PRODUCTION • SORDO AUDIO, LIMA / THE CONTENT CLUB, LIMA

B04/025 • COLOMBIA •

USE OF BROADCAST

TITLE • THE GOLDEN ZONE

BRAND • MCDONALD’S

PRODUCT • MCDONALD’S APP

ENTERED BY • TBWA\COLOMBIA, BOGOTÁ

IDEA CREATION • DDB COLOMBIA, BOGOTA

B05/047 • ARGENTINA •

USE OF PRINT/OUTDOOR

TITLE • DISCOUNT CHANTS

BRAND • MERCADO LIBRE

PRODUCT • MERCADO LIBRE

ENTERED BY • GUT, BUENOS AIRES

IDEA CREATION • GUT, BUENOS AIRES

PRODUCTION • FABULA, SANTIAGO

C05/003 • UNITED STATES • GAMING

TITLE • COPYCATS WELCOME

BRAND • CLASH ROYALE

PRODUCT • CLASH ROYALE

ENTERED BY • DAVID, NEW YORK

IDEA CREATION • DAVID, NEW YORK

PRODUCTION • BELIEVE TV, SANTIAGO / SONIC UNION, NEW YORK

D02/023 • ITALY • USE OF MOBILE

TITLE • COULD HAVE BEEN A HEINEKEN

BRAND • HEINEKEN

PRODUCT • HEINEKEN BEER

ENTERED BY • LEPUB, MILAN

IDEA CREATION • LEPUB, MILAN / LEPUB, SAO PAULO

MEDIA • RED STAR, SAO PAULO

PR

• THE ROMANS, LONDON / LEMA+, SAO PAULO

D04/012 • UNITED KINGDOM •

REAL-TIME RESPONSE

TITLE • THE KITKAT HEIST

BRAND • KITKAT

PRODUCT • KITKAT

ENTERED BY • VML, LONDON

IDEA CREATION • VML, LONDON

MEDIA • OPENMIND, NEW YORK

PR • BURSON, LONDON

D04/024 • PUERTO RICO •

REAL-TIME RESPONSE

TITLE • UVA UVA BOMBÓN

BRAND • UVA APP

PRODUCT • UVA APP

ENTERED BY • DE LA CRUZ OGILVY, SAN JUAN

IDEA CREATION • DE LA CRUZ OGILVY, SAN JUAN

PRODUCTION • AGOSTO MUSIC, LIMA / CELESTE FILMS, MONTEVIDEO

POST PRODUCTION • CELESTE FILMS, MONTEVIDEO

E02/004 • UNITED KINGDOM •

ART DIRECTION/DESIGN

TITLE • THE PERIODIC FABLE

BRAND • THE ORDINARY

PRODUCT • THE ORDINARY

ENTERED BY • UNCOMMON CREATIVE STUDIO, LONDON

IDEA CREATION • UNCOMMON CREATIVE STUDIO, LONDON

PRODUCTION • SMUGGLER, LONDON

BRONZE LION

A01/036 • ITALY •

CONSUMER GOODS

TITLE • THE PUB THAT REFUSED TO DIE BRAND • HEINEKEN

PRODUCT • HEINEKEN GREEN

ENTERED BY • LEPUB, MILAN

IDEA CREATION • LEPUB, MILAN / PUBLICIS, DUBLIN

PRODUCTION • ANTIDOTE FILMS, DUBLIN

MEDIA • DENTSU X, DUBLIN

PR • THE ROMANS, LONDON / THINKHOUSE, DUBLIN

POST PRODUCTION • PRODIGIOUS, MILAN / COMPANY 3, LONDON

A04/026 • SAUDI ARABIA • TRAVEL/LEISURE/RETAIL/RESTAURANTS

TITLE • LET IT FLY

BRAND • SAUDIA AIRLINES

PRODUCT • BAGGAGE STICKERS TO INCREASE BAGGAGE ALLOWANCE

ENTERED BY • PUBLICIS KSA, JEDDAH

IDEA CREATION • SAATCHI AND SAATCHI ME, DUBAI

PRODUCTION • TWIST PRODUCTIONS, DUBAI / BELIEVE TV, SANTIAGO

MEDIA • PUBLICIS KSA, JEDDAH / ZENITH, DUBAI

PR • CJPR & CO, LONDON

A05/007 • PERU • MEDIA/ENTERTAINMENT

TITLE • PRIME TIME 0.7

BRAND • FRECUENCIA LATINA

PRODUCT • FRECUENCIA LATINA

ENTERED BY • FAHRENHEIT DDB, LIMA

IDEA CREATION

• FAHRENHEIT DDB, LIMA

PRODUCTION • SORDO AUDIO, LIMA / THE CONTENT CLUB, LIMA

A07/003 • PARAGUAY • NFP/CHARITY/GOVERNMENT

TITLE • SANTA MARIA PUEBLO HOTEL

BRAND • SENATUR

PRODUCT • PUEBLO HOTEL

ENTERED BY • ONIRIA\TBWA, ASUNCION

IDEA CREATION • ONIRIA\TBWA, ASUNCION

PRODUCTION • BARRACO, ASUNCION

MEDIA • ONIRIA\TBWA, ASUNCION / ADRI MORRO, ASUNCION

PR • ADRI MORRO, ASUNCION

POST PRODUCTION • BARRACO, ASUNCION

B01/010 • BRAZIL • MAILING/PROGRAMMATIC MAIL

TITLE • SCRATCH YOUR DATA

BRAND • MERCADO LIVRE

PRODUCT • MERCADO LIVRE

ENTERED BY • GUT, SAO PAULO

IDEA CREATION • GUT, SAO PAULO

PRODUCTION • GUT, SAO PAULO

MEDIA • ZETABE, SAO PAULO

PR • GUT, SAO PAULO / INPRESS PORTER NOVELLI, SAO PAULO

POST PRODUCTION • GUT, SAO PAULO

B02/019 • COLOMBIA •

SMALL-SCALE MEDIA

TITLE • RESIZE THE PRICE BRAND • AGUILA

PRODUCT • BEER

ENTERED BY • DAVID, BOGOTA

IDEA CREATION • DAVID, BOGOTA / DAVID, MADRID

PRODUCTION • AKIRA CINE, BOGOTA / DURO ESTUDIO, BOGOTA / PARCHE FILMS, BOGOTA

MEDIA • ZENITH, BOGOTA

PR • ALINA VELEZ COMUNICACIONES, BOGOTA

B02/036 • FRANCE •

SMALL-SCALE MEDIA

TITLE • FANTASTIC KEYS

BRAND • MARVEL, THE WALT DISNEY COMPANY FRANCE

PRODUCT • ENTERTAINMENT, PRODUCTION COMPANY, FILM STUDIO

ENTERED BY • MARCEL, PARIS

IDEA CREATION • MARCEL, PARIS

PRODUCTION • ZIG ZAG PRODUCTION, PARIS

B05/025 • FRANCE • USE OF PRINT/OUTDOOR

TITLE • LET’S END FAST TECH BRAND • BACK MARKET

PRODUCT • REFURBISHED ELECTRONICS MARKETPLACE

ENTERED BY • MARCEL, PARIS

IDEA CREATION • MARCEL, PARIS

C03/002 • POLAND •

USE OF REAL-TIME DATA

TITLE • LUCKY FAN INDEX

BRAND • WISŁA KRAKÓW FOOTBALL CLUB

PRODUCT • WISŁA KRAKÓW FOOTBALL CLUB

ENTERED BY • VML, WARSAW

IDEA CREATION • VML, WARSAW

PRODUCTION • VML, WARSAW

PR

• VML, WARSAW

D03/043 • ARGENTINA •

USE OF SOCIAL PLATFORMS

TITLE • THE MOST EPIC WATCH PARTY GROUP

BRAND • LAY’S

PRODUCT • LAY’S

ENTERED BY • SLAP GLOBAL, BUENOS AIRES

IDEA CREATION • SLAP GLOBAL, BUENOS AIRES / PEPSICO, HARRISON

PRODUCTION • HUNGRYMAN, NEW YORK / WASHINGTON SQUARE FILMS, NEW YORK

MEDIA

• OMD USA, NEW YORK

PR

• KETCHUM, NEW YORK

POST PRODUCTION • MCNULTY, MADRID / PAPAMUSIC, BUENOS AIRES / PORTAESTUDIO, BUENOS AIRES

D05/006 • GERMANY •

CO-CREATION & USER GEN CONTENT

TITLE • BEDTIME DONATIONS

BRAND • ROYAL SOCIETY FOR BLIND CHILDREN

PRODUCT • BEDTIME DONATIONS APP

ENTERED BY • INNOCEAN BERLIN

IDEA CREATION • INNOCEAN BERLIN

PRODUCTION • INNOCEAN BERLIN / BUZZWOO, BERLIN / DAHOUSE AUDIO, COLOGNE

MEDIA • INNOCEAN WORLDWIDE EUROPE, FRANKFURT

PR

• PERSUASION COMMUNICATIONS, LONDON / BROADCAST REVOLUTION, LONDON

POST PRODUCTION • DAHOUSE AUDIO, COLOGNE

D05/015 • UNITED KINGDOM •

CO-CREATION & USER GEN CONTENT

TITLE • THE FILET-O-FISH FACEBOOK SOCIETY OF 2012

BRAND • MCDONALD’S

PRODUCT • MCDONALD’S

ENTERED BY • LEO, LONDON

IDEA CREATION • LEO, LONDON

MEDIA • OMD UK, LONDON

PR • READY10, LONDON

D05/043 • UNITED STATES •

CO-CREATION & USER GEN CONTENT

TITLE • CHEETOS FLAMIN’ HOT DILL PICKLE

RELAUNCH

BRAND • CHEETOS

PRODUCT • PEPSICO

ENTERED BY • GUT, MIAMI

IDEA CREATION • GUT, MIAMI

PRODUCTION • RADICALMEDIA, NEW YORK

MEDIA • OMD USA, NEW YORK / PFUS COMMUNICATIONS, NEW YORK / PFUS COMMUNICATIONS, NEW YORK

PR • OMNICON VELOCITY, NEW YORK / PFUS COMMUNICATIONS, NEW YORK

POST PRODUCTION • AUTONOMY, LOS ANGELES

E02/005 • UNITED STATES •

ART DIRECTION/DESIGN

TITLE • OREO COWS

BRAND • OREO

PRODUCT • OREO

ENTERED BY • VML, NEW YORK

IDEA CREATION • VML, NEW YORK / VML, MEXICO CITY •

PRODUCTION • BDS MUSIC, NA / BELIEVE TV, SANTIAGO / LANDIA, MEXICO CITY / VOX HAUS, PETROPOLIS

MEDIA • SPARK FOUNDRY, MEXICO CITY

PR • BURSON, MEXICO CITY

POST PRODUCTION • DORADO.TV, MEXICO CITY

E03/022 • BRAZIL •

EXPERIENCE DESIGN

TITLE • SCRATCH YOUR DATA

BRAND • MERCADO LIVRE

PRODUCT • MERCADO LIVRE

ENTERED BY • GUT, SAO PAULO

IDEA CREATION • GUT, SAO PAULO

PRODUCTION • GUT, SAO PAULO

MEDIA • ZETABE, SAO PAULO

PR • GUT, SAO PAULO / INPRESS PORTER NOVELLI, SAO PAULO

POST PRODUCTION • GUT, SAO PAULO

E04/022 • SINGAPORE • LAUNCH/RELAUNCH

TITLE • VASELINE ORIGINALS

BRAND • VASELINE

PRODUCT • VASELINE

ENTERED BY • OGILVY SINGAPORE

IDEA CREATION • OGILVY SINGAPORE

PRODUCTION • DOUBLE Y, BANGKOK

MEDIA • WPP UNITE, SINGAPORE

PR • OGILVY SINGAPORE

POST PRODUCTION • CHAMELEON, SINGAPORE / NEON SOUND, SINGAPORE / POP & STRANGE, SINGAPORE

E04/025 • UNITED STATES • LAUNCH/RELAUNCH

TITLE • SIMPLY NKD™ THE RENAISSANCE OF SNACKING

BRAND • SIMPLY NKD™

PRODUCT • DORITOS® SIMPLY NKD™ NACHO CHEESE, DORITOS® SIMPLY NKD™ COOL RANCH, CHEETOS® SIMPLY NKD™ PUFFS AND CHEETOS® SIMPLY NKD™ FLAMIN’ HOT

ENTERED BY • GUT, MIAMI

IDEA CREATION • GUT, MIAMI

PRODUCTION • LOBO, NEW YORK / MERGE STUDIOS, MIAMI

MEDIA • OMD USA, NEW YORK / PFUS COMMUNICATIONS, NEW YORK

PR • OMNICON VELOCITY, NEW YORK / PFUS COMMUNICATIONS, NEW YORK

POST PRODUCTION • ANIMAL MUSIC, MIAMI

E05/003 • AUSTRALIA •

PERSONALISED CAMPAIGNS

TITLE • HAVEN

BRAND • SUNCORP INSURANCE

PRODUCT • INSURANCE

ENTERED BY • LEO AUSTRALIA, SYDNEY

IDEA CREATION • LEO AUSTRALIA, SYDNEY

PRODUCTION • PXP, SYDNEY / LE POLISH

BUREAU, POLAND / HOGARTH WORLDWIDE, SYDNEY

MEDIA • OMD, SYDNEY

E05/022 • ARGENTINA •

PERSONALISED CAMPAIGNS

TITLE • CUSTOM BILLBOARDS

BRAND • MERCADO LIBRE

PRODUCT • MERCADO LIBRE

ENTERED BY • GUT, BUENOS AIRES

IDEA CREATION • GUT, BUENOS AIRES

PRODUCTION • BERMUDA TECH LAB, BUENOS AIRES / ORUGA CINE, BUENOS AIRES

F07/039 • UNITED STATES •

CSR

TITLE • PROTECT THE PEANUT BRAND • MARS SNACKING

PRODUCT • M&M’S

ENTERED BY • BBDO, CHICAGO

IDEA CREATION • BBDO, CHICAGO

PRODUCTION • OMNICOM PRODUCTION, CHICAGO / NOBODYS, FORT MILL

PR • CASHMAN, WEST PALM BEACH

POST PRODUCTION • OMNICOM PRODUCTION, CHICAGO / LOBO, SÃO PAULO

F08/007 • PERU •

MARKET DISRUPTION

TITLE • SOS POS

BRAND • BCP

PRODUCT • SOS POS

ENTERED BY • CIRCUS GREY, LIMA

IDEA CREATION • CIRCUS GREY, LIMA

PRODUCTION • CIRCUS GREY, LIMA

Grand Prix

SOCIAL & CREATOR

COULD HAVE BEEN A HEINEKEN HEINEKEN LEPUB, MILAN ITALY

GRAND PRIX

F04/076 • ITALY • SOCIAL BEHAVIOUR

TITLE • COULD HAVE BEEN A HEINEKEN

BRAND • HEINEKEN

PRODUCT • HEINEKEN BEER

ENTERED BY • LEPUB, MILAN

IDEA CREATION • LEPUB, MILAN / LEPUB, SAO PAULO

MEDIA • RED STAR, SAO PAULO

PR • THE ROMANS, LONDON / LEMA!, SAO PAULO

GOLD LION

A01/018 • UNITED KINGDOM • CONSUMER GOODS

TITLE • DOVE R/EAL REVIEWS

BRAND • DOVE HAIR

PRODUCT • DOVE 10 - IN -1 SERUM MASK

ENTERED BY • DAVID, LONDON

IDEA CREATION • DAVID, LONDON / DAVID, MADRID

PRODUCTION • IMPOSTER, LONDON / PIJAMA AI & VFX STUDIO, LONDON / DESEIF, MADRID / PICKLE MUSIC, MADRID

MEDIA • MINDSHARE, LONDON / MINDSHARE, NEW YORK

PR

• EDELMAN, NEW YORK

POST PRODUCTION • WPP PRODUCTION, MADRID

B03/018 • UNITED KINGDOM • REAL-TIME RESPONSE

TITLE • THE KITKAT HEIST

BRAND • KITKAT

PRODUCT • KITKAT

ENTERED BY • VML, LONDON

IDEA CREATION • VML, LONDON

MEDIA • OPENMIND, NEW YORK

PR • BURSON, LONDON

C03/059 • SINGAPORE • CREATOR COLLABORATION

TITLE • VASELINE AND THE REAL NIGERIAN PRINCE

BRAND • VASELINE

PRODUCT • VASELINE BODY OIL

ENTERED BY • LEO, SINGAPORE

IDEA CREATION • LEO, SINGAPORE

PRODUCTION • AMA PSALMIST VISUALS, MARYLAND

MEDIA • ALL SEASONS ZENITH, LAGOS

PR • MSL, SINGAPORE / QUADRANT MSLGROUP, LAGOS / PERSUASION COMMUNICATIONS, LONDON

POST PRODUCTION • PRODIGIOUS SINGAPORE / FVSE, SINGAPORE

C03/080 • SINGAPORE •

CREATOR COLLABORATION

TITLE • VASELINE ORIGINALS

BRAND • VASELINE

PRODUCT • VASELINE

ENTERED BY • OGILVY SINGAPORE

IDEA CREATION • OGILVY SINGAPORE

PRODUCTION • DOUBLE Y, BANGKOK

MEDIA • WPP UNITE, SINGAPORE

PR • OGILVY SINGAPORE

POST PRODUCTION • CHAMELEON, SINGAPORE / NEON SOUND, SINGAPORE / POP & STRANGE, SINGAPORE

D04/056 • DENMARK •

CO - CREATION & USER GEN CONTENT

TITLE • EVERYONE WANTS A PIECE

BRAND • LEGO®

PRODUCT • LEGO® FIFA WORLD CUP™

OFFICIAL TROPHY

ENTERED BY • OUR LEGO AGENCY, BILLUND

IDEA CREATION

• OUR LEGO AGENCY, BILLUND / WIEDEN ! KENNEDY, AMSTERDAM

PRODUCTION • OUR LEGO AGENCY, BILLUND / STINK, LONDON / 525 ROSARIO, MIAMI

MEDIA • OUR LEGO AGENCY, BILLUND / THE LEGO GROUP, BILLUND

PR • OUR LEGO AGENCY, BILLUND / THE LEGO GROUP, BILLUND

POST PRODUCTION • OUR LEGO AGENCY, BILLUND / WALKER, NEW YORK / STITCH, LONDON / MATHEMATIC STUDIO, PARIS

E02/032 • BRAZIL •

SPONSORSHIP & BRAND PARTNERSHIP

TITLE • UBERLÂNDIA E.C.

BRAND • UBER

PRODUCT • UBER

ENTERED BY • WIEDEN ! KENNEDY, SAO PAULO

IDEA CREATION • WIEDEN ! KENNEDY, SAO PAULO

PRODUCTION • PEOPLE, SAO PAULO / SATELITE AUDIO, SAO PAULO

PR • IDEAL AXICOM SAO PAULO

POST PRODUCTION • TROOP POST, SAO PAULO

F03/008 • UNITED STATES • SINGLE - MARKET CAMPAIGN

TITLE • CHICKEN SCREAMS FOR COKE

BRAND • COCA- COLA

PRODUCT • COCA- COLA

ENTERED BY • VML, NEW YORK

IDEA CREATION • VML, NEW YORK / VML, SAO

PAULO

PRODUCTION • VML, SAO PAULO / VANDALO,

SAO PAULO / FORM & FUN, SAO PAULO

PR • OGILVY PR, LONDON

POST PRODUCTION • VML, SAO PAULO

F06/012 • UNITED STATES • BREAKTHROUGH ON A BUDGET

TITLE • POPE YES

BRAND • POPEYES LOUISANA KITCHEN

PRODUCT • POPEYES

ENTERED BY • GUT, MIAMI

IDEA CREATION • GUT, MIAMI

PR • GUT, MIAMI

SILVER LION

A02/010 • BRAZIL •

HEALTHCARE

TITLE • DONATE TO PLAY

BRAND • GRUPO PULSA

PRODUCT • GRUPO PULSA

ENTERED BY • PUBLICIS BRASIL, SAO PAULO

IDEA CREATION • PUBLICIS BRASIL, SAO PAULO

PRODUCTION • PUBLICIS BRASIL, SAO PAULO / FUZZR, SAO PAULO

MEDIA • PUBLICIS BRASIL, SAO PAULO

PR • PUBLICIS BRASIL, SAO PAULO / BR MEDIA, SAO PAULO

B02/015 • UNITED STATES •

AUDIENCE TARGETING/ENGAGEMENT

TITLE • COPYCATS WELCOME

BRAND • CLASH ROYALE

PRODUCT • CLASH ROYALE

ENTERED BY • DAVID, NEW YORK

IDEA CREATION • DAVID, NEW YORK

PRODUCTION • BELIEVE TV, SANTIAGO / SONIC UNION, NEW YORK

B02/056 • UNITED KINGDOM •

AUDIENCE TARGETING/ENGAGEMENT

TITLE • EXPEDITION IMPOSSIBLE

BRAND • COLUMBIA SPORTSWEAR

PRODUCT • SPORTSWEAR

ENTERED BY • ADAM&EVE\TBWA, LONDON

IDEA CREATION • ADAM&EVE\TBWA, LONDON

PRODUCTION • SMUGGLER, LONDON

POST PRODUCTION • CUT ! RUN, LONDON

B02/061 • SWITZERLAND • AUDIENCE TARGETING/ENGAGEMENT

TITLE • OLYMPIC RINGS PASTA

BRAND • INTERNATIONAL OLYMPICS COMMITTEE

PRODUCT • MILAN WINTER OLYMPIC GAMES 2026

ENTERED BY • INTERNATIONAL OLYMPIC COMMITTEE, LAUSANNE

IDEA CREATION • LEPUB, MILAN

MEDIA • PERFORMICS, PARIS

PR

• MSL, LONDON

B05/018 • UNITED STATES • BRAND STORYTELLING

TITLE • EXPENSIVE SH*T

BRAND • HUGGIES

PRODUCT • DIAPER

ENTERED BY • MCCANN NEW YORK

IDEA CREATION • MCCANN NEW YORK / MCCANN NEW ZEALAND, AUCKLAND

PRODUCTION • NOBODY PRODUCTIONS, LOS ANGELES

MEDIA • VM1, NEW YORK

PR

• VM1, NEW YORK

POST PRODUCTION • BOGOTA, CURITIBA

B06/045 • UNITED KINGDOM •

INNOVATIVE ENGAGEMENT OF COMMUNITY

TITLE • THE KITKAT HEIST

BRAND • KITKAT

PRODUCT • KITKAT

ENTERED BY • VML, LONDON

IDEA CREATION • VML, LONDON

MEDIA • OPENMIND, NEW YORK

PR

• BURSON, LONDON

B06/052 • FRANCE •

INNOVATIVE ENGAGEMENT OF COMMUNITY

TITLE

• THE FEATHERED LAMB

BRAND

• VISA FRANCE

PRODUCT • AWARENESS CAMPAIGN ABOUT AI FRAUD

ENTERED BY • MARCEL, PARIS

IDEA CREATION • MARCEL, PARIS

C03/008 • UNITED STATES • CREATOR COLLABORATION

TITLE • THE DR PEPPER JINGLE

BRAND

• DR PEPPER

PRODUCT • DR PEPPER

ENTERED BY • DEUTSCH, LOS ANGELES

IDEA CREATION • DEUTSCH, LOS ANGELES

PRODUCTION • OMNICOM PRODUCTION, NEW YORK

MEDIA • PUBLICIS CONNECT, NEW YORK

PR • MSL, NEW YORK

POST PRODUCTION • OMNICOM PRODUCTION, LOS ANGELES

D02/052 • UNITED STATES •

SOCIAL FILM

TITLE • YOU’VE BEEN WARNED

BRAND • NETFLIX

PRODUCT • NETFLIX

ENTERED BY • WIEDEN ! KENNEDY, PORTLAND

IDEA CREATION • WIEDEN ! KENNEDY, PORTLAND

MEDIA • NETFLIX, LOS ANGELES

PR • NETFLIX, LOS ANGELES

POST PRODUCTION • JOINT EDITORIAL, PORTLAND / THE DEN EDITORIAL, LOS ANGELES

D05/013 • PUERTO RICO •

SOCIAL COMMERCE

TITLE • UVA UVA BOMBÓN

BRAND • UVA APP

PRODUCT • UVA APP

ENTERED BY • DE LA CRUZ OGILVY, SAN JUAN

IDEA CREATION • DE LA CRUZ OGILVY, SAN JUAN

PRODUCTION • AGOSTO MUSIC, LIMA / CELESTE FILMS, MONTEVIDEO

POST PRODUCTION • CELESTE FILMS, MONTEVIDEO

E03/004 • UNITED STATES •

SOCIAL PURPOSE

TITLE • PLAYED BY HUMANS

BRAND • JAZZ IS DEAD

PRODUCT • PLAYED BY HUMANS

ENTERED BY • TBWA\CHIAT\DAY, LOS ANGELES

IDEA CREATION • TBWA\CHIAT\DAY, LOS ANGELES

PRODUCTION • DESIGN BY DISRUPTION, LOS ANGELES / OMNICOM PRODUCTION, LOS ANGELES / THE YOUTH, CURITIBA / DOTDOTDASH, PORTLAND / FRIENDS AND FAMILY, LOS ANGELES

POST PRODUCTION • CANJA AUDIO CULTURE, SAO PAULO / COLOSSAL, CURITIBA

E03/029 • BRAZIL •

SOCIAL PURPOSE

TITLE • CODE HER BRAND • O BOTICÁRIO

PRODUCT • HER CODE

ENTERED BY

• ALMAPBBDO, SAO PAULO

IDEA CREATION • ALMAPBBDO, SAO PAULO

PRODUCTION • LACOBRA STUDIO, SAO

PAULO / QUIET CITY MUSIC ! SOUND, SAO

PAULO / BENEXT.AI, RIO DE JANEIRO

POST PRODUCTION • BRAZA POST, SAO

PAULO

F02/018 • UNITED STATES •

CHALLENGER BRAND

TITLE • THE CHOICE

BRAND • PEPSI

PRODUCT • PEPSI

ENTERED BY • PEPSICO, HARRISON

IDEA CREATION • BBDO NEW YORK

PRODUCTION • PEPSI CONTENT STUDIO, NEW YORK, NY / DIRECT FOCUS, STAMFORD / HUNGRYMAN, LOS ANGELES

MEDIA • OMD USA, NEW YORK / THE CONTENT COLLECTIVE, LOS ANGELES

PR

• ACCELERATION, LOS ANGELES

POST PRODUCTION • CABIN EDITING, LOS ANGELES / FRAMESTORE, NEW YORK / HUMAN, NEW YORK / SONIC UNION, NEW YORK

F03/041 • SOUTH AFRICA •

SINGLE - MARKET CAMPAIGN

TITLE • MNTANA KA GOGO

BRAND • VASELINE

PRODUCT • VASELINE PETROLEUM JELLY

ENTERED BY • VML SOUTH AFRICA, JOHANNESBURG

IDEA CREATION • VML SOUTH AFRICA, JOHANNESBURG

PRODUCTION • VML SOUTH AFRICA, JOHANNESBURG

MEDIA • WPP UNITE, JOHANNESBURG

PR • VML SOUTH AFRICA, JOHANNESBURG

POST PRODUCTION • VML SOUTH AFRICA, JOHANNESBURG

BRONZE LION

A01/039 • UNITED STATES • CONSUMER GOODS

TITLE • CERAVE - THE NEW FACE OF LEGS BRAND • CERAVE

PRODUCT • CERAVE

ENTERED BY • L’OREAL, NEW YORK

IDEA CREATION • BOLDED, NEW YORK / L’OREAL, NEW YORK

PRODUCTION • OBB MEDIA, WEST HOLLYWOOD

MEDIA • BEAUTY CO - LAB, NEW YORK

PR • OGILVY PR, NEW YORK

POST PRODUCTION • OBB MEDIA, WEST HOLLYWOOD

A02/008 • SINGAPORE • HEALTHCARE

TITLE • VASELINE AND THE REAL NIGERIAN PRINCE

BRAND • VASELINE

PRODUCT • VASELINE BODY OIL

ENTERED BY • LEO, SINGAPORE

IDEA CREATION • LEO, SINGAPORE

PRODUCTION • AMA PSALMIST VISUALS, MARYLAND

MEDIA • ALL SEASONS ZENITH, LAGOS

PR • MSL, SINGAPORE / QUADRANT

MSLGROUP, LAGOS / PERSUASION

COMMUNICATIONS, LONDON

POST PRODUCTION • PRODIGIOUS

SINGAPORE / FVSE, SINGAPORE

A06/003 • UNITED STATES •

CONSUMER SERVICES/B2B

TITLE • ROAD TEST ROYALE

BRAND • THE GENERAL AUTO INSURANCE

PRODUCT • THE GENERAL AUTO INSURANCE

ENTERED BY • BBDO, CHICAGO

IDEA CREATION • BBDO, CHICAGO

MEDIA • PUBLICIS COLLECTIVE, CHICAGO

PR • SPOOL MARKETING AND COMMUNICATIONS, CHICAGO

B01/005 • UNITED KINGDOM • COMMUNITY MANAGEMENT

TITLE • THE FILET O FISH FACEBOOK SOCIETY OF 2012

BRAND • MCDONALD’S

PRODUCT • MCDONALD’S

ENTERED BY • LEO, LONDON

IDEA CREATION • LEO, LONDON

MEDIA • OMD UK, LONDON

PR • READY10, LONDON

B02/031 • MEXICO • AUDIENCE TARGETING/ENGAGEMENT

TITLE • THE FANDOM COMEBACK

BRAND • TECATE

PRODUCT • TECATE TITANIUM

ENTERED BY • LEPUB, MEXICO CITY

IDEA CREATION

• LEPUB, MEXICO CITY

PRODUCTION

• LADOBLE, MEXICO CITY

MEDIA • DENTSU CREATIVE, MEXICO CITY

PR • LEPUB, MEXICO CITY / EDELMAN, MEXICO CITY / SERNA, MEXICO CITY

B02/033 • BRAZIL •

AUDIENCE TARGETING/ENGAGEMENT

TITLE • CIF CLEAN MY NAME

BRAND • CIF

PRODUCT • CIF MIRACLE

ENTERED BY • DROGA5, PART OF ACCENTURE SONG, SAO PAULO

IDEA CREATION • DROGA5, PART OF ACCENTURE SONG, SAO PAULO

PRODUCTION • BIOSPHERA, SAO PAULO / GENCO FILM, SAO PAULO / BERIMBAU

ESTUDIO, SAO CARLOS

MEDIA

• INITIATIVE, SAO PAULO / CADASTRA, SAO PAULO

PR • DROGA5, PART OF ACCENTURE SONG, SAO PAULO

B03/012 • GERMANY •

REAL TIME RESPONSE

TITLE • SHEEP HAPPENS

BRAND • PENNY

PRODUCT • PENNY

ENTERED BY • SAINT ELMOS, MUNICH

IDEA CREATION • SAINT ELMOS, MUNICH / CHARLES & CHARLOTTE, BERLIN

PRODUCTION • RADICAL MEDIA, BERLIN

MEDIA • PION3ERS, DUSSELDORF

PR • SAINT ELMOS, MUNICH

POST PRODUCTION • OKAYSTUDIO, BERLIN

B04/006 • UNITED KINGDOM •

SOCIAL LISTENING & INSIGHT

TITLE • DOVE R/EAL REVIEWS

BRAND • DOVE HAIR

PRODUCT • DOVE 10 IN 1 SERUM MASK

ENTERED BY • DAVID, LONDON

IDEA CREATION • DAVID, LONDON / DAVID, MADRID

PRODUCTION

• IMPOSTER, LONDON / PIJAMA AI & VFX STUDIO, LONDON / DESEIF, MADRID / PICKLE MUSIC, MADRID

MEDIA • MINDSHARE, LONDON / MINDSHARE, NEW YORK

PR • EDELMAN, NEW YORK

POST PRODUCTION • WPP PRODUCTION, MADRID

B05/050 • UNITED STATES • BRAND STORYTELLING

TITLE • M&M’S RICKTOK

BRAND • M&M’S

PRODUCT • M&M’S

ENTERED BY • BBDO, CHICAGO

IDEA CREATION • BBDO, CHICAGO

PRODUCTION • BOWS & ARROWS, BROOKLYN

PR

• WEBER SHANDWICK, CHICAGO

POST PRODUCTION • OMNICOM PRODUCTION, CHICAGO

B05/061 • UNITED KINGDOM • BRAND STORYTELLING

TITLE • EXPEDITION IMPOSSIBLE

BRAND • COLUMBIA SPORTSWEAR

PRODUCT • SPORTSWEAR

ENTERED BY • ADAM&EVE\TBWA, LONDON

IDEA CREATION • ADAM&EVE\TBWA, LONDON

PRODUCTION • SMUGGLER, LONDON

POST PRODUCTION • CUT ! RUN, LONDON

C01/006 • UNITED STATES • ORGANIC REACH & INFLUENCE

TITLE • THE LEAST MOST INTERESTING MAN

BRAND • DOS EQUIS

PRODUCT • DOS EQUIS

ENTERED BY • LEPUB, NEW YORK

IDEA CREATION • LEPUB, NEW YORK

PRODUCTION • SMUGGLER, NEW YORK

MEDIA • DENTSU X, NEW YORK

PR • M BOOTH, NEW YORK

POST PRODUCTION • PARLIAMENT, NEW YORK

D01/010 • BRAZIL • CONTENT PLACEMENT

TITLE • COVER IT

BRAND • UNAIDS

PRODUCT • INSTITUTIONAL

ENTERED BY • AFRICA CREATIVE, SAO PAULO

IDEA CREATION • AFRICA CREATIVE, SAO PAULO

PRODUCTION • SONIDO, SAO PAULO

D02/023 • UNITED STATES •

SOCIAL FILM

TITLE • BAD BUNNY HALFTIME SHOW - SHOT ON IPHONE

BRAND • APPLE

PRODUCT • APPLE MUSIC

ENTERED BY • APPLE, CUPERTINO

IDEA CREATION • APPLE, CUPERTINO

PRODUCTION • APPLE, CUPERTINO

E01/034 • UNITED STATES •

MULTI - PLATFORM SOCIAL CAMPAIGN

TITLE • THE CHOICE

BRAND • PEPSI

PRODUCT • PEPSI

ENTERED BY • PEPSICO, HARRISON

IDEA CREATION

• BBDO NEW YORK

PRODUCTION

• PEPSI CONTENT STUDIO, NEW YORK, NY / DIRECT FOCUS, STAMFORD / HUNGRYMAN, LOS ANGELES

MEDIA • OMD USA, NEW YORK / THE CONTENT COLLECTIVE, LOS ANGELES

PR

• ACCELERATION, LOS ANGELES

POST PRODUCTION • CABIN EDITING, LOS ANGELES / FRAMESTORE, NEW YORK / HUMAN, NEW YORK / SONIC UNION, NEW YORK

E03/030 • BRAZIL •

SOCIAL PURPOSE

TITLE • RE - COMMERCE ATACAMA

BRAND • VTEX & DESIERTO VESTIDO & FASHION REVOLUTION

PRODUCT

• RE - COMMERCE ATACAMA

ENTERED BY • ARTPLAN, SAO PAULO

IDEA CREATION • ARTPLAN, SAO PAULO

PRODUCTION • SUGARCANE FILMS, SAO PAULO / RAW AUDIO, SAO PAULO / VTEX, RIO DE JANEIRO / EITRI, RIO DE JANEIRO / DIGITAL

PRINTZ, SAO PAULO

PR • APPROACH COMUNICACAO, SAO PAULO

F01/004 • CROATIA •

LOCAL BRAND

TITLE • A CRY FOR HYDRATION BRAND • STUDENA

PRODUCT • BOTTLED WATER

ENTERED BY • IMAGO, ZAGREB

IDEA CREATION

• IMAGO, ZAGREB

PRODUCTION • IMAGO, ZAGREB / RIBA RIBI

GRIZE REP, ZAGREB

POST PRODUCTION • RIBA RIBI GRIZE REP, ZAGREB

F02/008 • FRANCE •

CHALLENGER BRAND

TITLE • LET’S END FAST TECH BRAND • BACK MARKET

PRODUCT • REFURBISHED ELECTRONICS

MARKETPLACE

ENTERED BY • MARCEL, PARIS

IDEA CREATION • MARCEL, PARIS

F02/022 • UNITED STATES •

CHALLENGER BRAND

TITLE • THE BITE

BRAND • BURGER KING

PRODUCT • THE WHOPPER

ENTERED BY • MOJO SUPERMARKET, NEW YORK

IDEA CREATION • BARKLEYOKRP, CHICAGO

PRODUCTION • BARKLEYOKRP, CHICAGO

POST PRODUCTION • MOJO SUPERMARKET, NEW YORK

F03/038 • ICELAND • SINGLE - MARKET CAMPAIGN

TITLE • ¡ HOLA!

BRAND • COLAS ICELAND

PRODUCT • ASPHALT PRODUCTION AND ROAD PAVING

ENTERED BY • COLAS ICELAND, HAFNARFJOROUR

IDEA CREATION • PIPAR\TBWA, REYKJAVIK

PRODUCTION • PIPAR\TBWA, REYKJAVIK / SKOT PRODUCTIONS, REYKJAVÍK

MEDIA • PIPAR\TBWA, REYKJAVIK

PR • PIPAR\TBWA, REYKJAVIK

POST PRODUCTION • PIPAR\TBWA, REYKJAVIK / SKOT PRODUCTIONS, REYKJAVÍK

F06/021 • FRANCE • BREAKTHROUGH ON A BUDGET

TITLE • THE PASSWORD HEIST

BRAND • LEROY MERLIN

PRODUCT • LEROY MERLIN

ENTERED BY • BETC, PARIS

IDEA CREATION • BETC, PARIS / BETC FULLSIX, PARIS

PR • BETC, PARIS

F09/002 • UNITED ARAB EMIRATES • CULTURAL ENGAGEMENT

TITLE • OM BDR

BRAND • KFC

PRODUCT • KFC

ENTERED BY • TBWA\RAAD, DUBAI

IDEA CREATION • TBWA\RAAD, DUBAI

PRODUCTION • BARRY KIRSCH

PRODUCTIONS, DUBAI

MEDIA • HEARTS & SCIENCE, DUBAI

Grand Prix

THE KITKAT HEIST KITKAT

BURSON, LONDON

UNITED KINGDOM

GRAND PRIX

E03/003 • UNITED KINGDOM • CRISIS COMMS & ISSUE MANAGEMENT

TITLE • THE KITKAT HEIST

BRAND • KITKAT

PRODUCT • KITKAT

ENTERED BY • BURSON, LONDON

IDEA CREATION • VML, LONDON

MEDIA • OPENMIND, NEW YORK

PR

• BURSON, LONDON

GOLD LION

A01/042 • UNITED KINGDOM •

CONSUMER GOODS

TITLE • EXPEDITION IMPOSSIBLE

BRAND • COLUMBIA SPORTSWEAR

PRODUCT • SPORTSWEAR

ENTERED BY • ADAM&EVE\TBWA, LONDON

IDEA CREATION • ADAM&EVE\TBWA, LONDON

PRODUCTION • SMUGGLER, LONDON

POST PRODUCTION • CUT + RUN, LONDON

A02/008 • UNITED KINGDOM • HEALTHCARE

TITLE • THE RELATIONSHIP AID

BRAND • SPECSAVERS

PRODUCT • HEARING AIDS

ENTERED BY • GOLIN KETCHUM, LONDON

IDEA CREATION • GOLIN KETCHUM, LONDON

PRODUCTION • GOLIN, LONDON / FOUND STUDIO, LONDON

MEDIA • MANNING GOTTLIEB OMD, LONDON

PR • GOLIN, LONDON

POST PRODUCTION • FOUND STUDIO, LONDON

A06/001 • FRANCE •

CONSUMER SERVICES/B2B

TITLE • T- REX LEATHER

BRAND • LAB- GROWN LEATHER

PRODUCT • LEATHER

ENTERED BY • VML, PARIS

IDEA CREATION • VML, PARIS

PRODUCTION • WPP PRODUCTION, PARIS / KUEST, PARIS

PR

• FOR THE RIGHT REASONS, AMSTERDAM / PROPELLER, LONDON

B01/035 • UNITED KINGDOM • SOCIAL ENGAGEMENT

TITLE • THE KITKAT HEIST

BRAND • KITKAT

PRODUCT • KITKAT

ENTERED BY • VML, LONDON

IDEA CREATION • VML, LONDON

MEDIA • OPENMIND, NEW YORK

PR • BURSON, LONDON

B03/019 • UNITED KINGDOM •

REAL-TIME RESPONSE

TITLE • THE KITKAT HEIST

BRAND • KITKAT

PRODUCT • KITKAT

ENTERED BY • VML, LONDON

IDEA CREATION • VML, LONDON

MEDIA • OPENMIND, NEW YORK

PR • BURSON, LONDON

D01/001 • ARGENTINA •

MEDIA RELATIONS

TITLE • ONE MORE QUESTION

BRAND • LALCEC

PRODUCT • LALCEC

ENTERED BY • GREY ARGENTINA, BUENOS AIRES

IDEA CREATION • GREY ARGENTINA, BUENOS AIRES

MEDIA • GREY ARGENTINA, BUENOS AIRES

PR • NINCH COMPANY, BUENOS AIRES

F06/049 • MEXICO •

BREAKTHROUGH ON A BUDGET

TITLE • 600K NETWORK

BRAND • COMANDO CON VENEZUELA

PRODUCT • COMANDO CON VENEZUELA

ENTERED BY • RAINBOW LOBSTER, MEXICO CITY

IDEA CREATION • COMANDO CON VENEZUELA, CARACAS

PRODUCTION • COMANDO CON VENEZUELA, CARACAS

MEDIA • COMANDO CON VENEZUELA, CARACAS

PR • COMANDO CON VENEZUELA, CARACAS

SILVER LION

B01/054 • UNITED KINGDOM •

SOCIAL ENGAGEMENT

TITLE • EXPEDITION IMPOSSIBLE

BRAND • COLUMBIA SPORTSWEAR

PRODUCT • SPORTSWEAR

ENTERED BY

• ADAM&EVE\TBWA, LONDON

IDEA CREATION • ADAM&EVE\TBWA, LONDON

PRODUCTION • SMUGGLER, LONDON

POST PRODUCTION • CUT + RUN, LONDON

B01/067 • UNITED STATES •

SOCIAL ENGAGEMENT

TITLE • THE BITE

BRAND • BURGER KING

PRODUCT • THE WHOPPER

ENTERED BY • MOJO SUPERMARKET, NEW YORK

IDEA CREATION • BARKLEYOKRP, CHICAGO

PRODUCTION • BARKLEYOKRP, CHICAGO

POST PRODUCTION • MOJO SUPERMARKET, NEW YORK

B02/015 • SINGAPORE •

COMMUNITY MANAGEMENT

TITLE • VASELINE ORIGINALS

BRAND • VASELINE

PRODUCT • VASELINE

ENTERED BY • OGILVY SINGAPORE

IDEA CREATION • OGILVY SINGAPORE

PRODUCTION • DOUBLE Y, BANGKOK

MEDIA • WPP UNITE, SINGAPORE

PR • OGILVY SINGAPORE

POST PRODUCTION • CHAMELEON, SINGAPORE / NEON SOUND, SINGAPORE / POP & STRANGE, SINGAPORE

B04/028 • UNITED KINGDOM •

CONTENT CREATION & PRODUCTION

TITLE • THE RELATIONSHIP AID

BRAND • SPECSAVERS

PRODUCT • HEARING AIDS

ENTERED BY • GOLIN KETCHUM, LONDON

IDEA CREATION • GOLIN KETCHUM, LONDON

PRODUCTION • GOLIN, LONDON / FOUND STUDIO, LONDON

MEDIA • MANNING GOTTLIEB OMD, LONDON

PR • GOLIN, LONDON

POST PRODUCTION • FOUND STUDIO, LONDON

B06/039 • SINGAPORE •

INNOVATIVE USE OF CREATORS

TITLE • VASELINE ORIGINALS

BRAND • VASELINE

PRODUCT • VASELINE

ENTERED BY • OGILVY SINGAPORE

IDEA CREATION • OGILVY SINGAPORE

PRODUCTION • DOUBLE Y, BANGKOK

MEDIA • WPP UNITE, SINGAPORE

PR • OGILVY SINGAPORE

POST PRODUCTION • CHAMELEON, SINGAPORE / NEON SOUND, SINGAPORE / POP & STRANGE, SINGAPORE

C02/004 • FRANCE •

PR EFFECTIVENESS

TITLE • T- REX LEATHER

BRAND • LAB- GROWN LEATHER

PRODUCT • LEATHER

ENTERED BY • VML, PARIS

IDEA CREATION • VML, PARIS

PRODUCTION • WPP PRODUCTION, PARIS / KUEST, PARIS

PR • FOR THE RIGHT REASONS, AMSTERDAM / PROPELLER, LONDON

F01/005 • SWEDEN • LOCAL BRAND

TITLE • THE KIDNEY PASS

BRAND • WAY OUT WEST

PRODUCT • MUSIC FESTIVAL

ENTERED BY

• NORD, STOCKHOLM

IDEA CREATION • NORD, STOCKHOLM

PRODUCTION • NORD, STOCKHOLM / HOUSE, STOCKHOLM

PR

• NORD, STOCKHOLM

POST PRODUCTION • HOUSE, STOCKHOLM

F02/004 • SWEDEN •

CHALLENGER BRAND

TITLE • THE SWEDISH PRESCRIPTION

BRAND • VISIT SWEDEN

PRODUCT • VISIT SWEDEN

ENTERED BY • PRIME WEBER SHANDWICK, STOCKHOLM

IDEA CREATION • PRIME WEBER SHANDWICK, STOCKHOLM

PRODUCTION • PRIME WEBER SHANDWICK, STOCKHOLM / FLX 2.0, STOCKHOLM / CRAZY PICTURES, NORRKOPING

MEDIA • PRIME WEBER SHANDWICK, STOCKHOLM

PR • PRIME WEBER SHANDWICK, STOCKHOLM POST PRODUCTION • FLX 2.0, STOCKHOLM / CRAZY PICTURES, NORRKOPING

F03/002 • CANADA •

SINGLE - MARKET CAMPAIGN

TITLE • KYLE FCKING CONNOR

BRAND • KFC CANADA

PRODUCT • KFC BRAND

ENTERED BY • COURAGE, TORONTO

IDEA CREATION • COURAGE, TORONTO

PRODUCTION • COURAGE, TORONTO

MEDIA • UM, TORONTO

PR • NARRATIVEXPR, TORONTO

F04/045 • UNITED STATES •

SOCIAL BEHAVIOUR

TITLE • CERAVE - THE NEW FACE OF LEGS

BRAND • CERAVE

PRODUCT • CERAVE

ENTERED BY • L’OREAL, NEW YORK

IDEA CREATION • BOLDED, NEW YORK / L’OREAL, NEW YORK

PRODUCTION • OBB MEDIA, WEST

HOLLYWOOD

MEDIA • BEAUTY CO - LAB, NEW YORK

PR • OGILVY PR, NEW YORK

POST PRODUCTION • OBB MEDIA, WEST HOLLYWOOD

F07/025 • MEXICO •

CSR

TITLE • WELCOME BACK, PAISANO

BRAND • TECATE

PRODUCT • TECATE

ENTERED BY • LEPUB, MEXICO CITY

IDEA CREATION • LEPUB, MEXICO CITY

PRODUCTION • LANDIA, MEXICO CITY

MEDIA • DENTSU X, MEXICO CITY

PR • LEPUB, MEXICO CITY / SERNA, MEXICO CITY

POST PRODUCTION • LANDIA, MEXICO CITY

F08/027 • ITALY •

MARKET DISRUPTION

TITLE • TOCAYOS

BRAND • HEINEKEN

PRODUCT • HEINEKEN BEER

ENTERED BY • LEPUB, MILAN

IDEA CREATION • LEPUB, MILAN

PRODUCTION • ANTIESTATICO, MADRID

BRONZE LION

A04/008 • PERU •

TRAVEL/LEISURE/RETAIL/RESTAURANTS

TITLE • THE THOUSAND SPONSORS OF MUNI

BRAND • CLUB DEPORTIVO MUNICIPAL

PRODUCT • CLUB DEPORTIVO MUNICIPAL

ENTERED BY • MCCANN LIMA

IDEA CREATION • MCCANN LIMA

PRODUCTION • FERTIL, LIMA

PR • MCCANN LIMA

POST PRODUCTION • NATIVO POST, LIMA / AGOSTO MUSIC, LIMA

A04/019 • CANADA •

TRAVEL/LEISURE/RETAIL/RESTAURANTS

TITLE • SLEEP TALK REVIEWS

BRAND • IKEA

PRODUCT • IKEA

ENTERED BY • RETHINK, TORONTO

IDEA CREATION • RETHINK, TORONTO

PRODUCTION • AJAX CREATIVE, TORONTO

MEDIA • CARAT, TORONTO

POST PRODUCTION • VAPOR MUSIC, TORONTO

A07/026 • FRANCE • NFP/CHARITY/GOVERNMENT

TITLE • A MOTHER’S COMMENTARY BRAND • REPORTERS WITHOUT BORDERS ( RSF #

PRODUCT • PRESS FREEDOM ADVOCACY : CAMPAIGN FOR THE RELEASE OF DETAINED FRENCH SPORTS JOURNALIST CHRISTOPHE GLEIZES

ENTERED BY • THE GOOD COMPANY, PARIS IDEA CREATION • THE GOOD COMPANY, PARIS

PRODUCTION • SO PRESS, PARIS

B03/005 • BRAZIL •

REAL-TIME RESPONSE

TITLE • UNCOVERING RACISM

BRAND • SPORT CLUB CORINTHIANS

PAULISTA

PRODUCT • JERSEY - SPECIAL EDITION

ENTERED BY • ALMAPBBDO, SAO PAULO

IDEA CREATION • ALMAPBBDO, SAO PAULO

PRODUCTION • ALOB SPORTS, RIO DE JANEIRO / CABARET, SAO PAULO

B03/015 • CANADA •

REAL-TIME RESPONSE

TITLE • PROTEST MARCH OF THE PENGUINS BRAND • PENGUINS INTERNATIONAL PRODUCT • PENGUINS INTERNATIONAL ENTERED BY • RETHINK, TORONTO IDEA CREATION • RETHINK, TORONTO

PR • RETHINK, TORONTO

B03/031 • UNITED STATES •

REAL-TIME RESPONSE

TITLE • THE BITE

BRAND • BURGER KING

PRODUCT • THE WHOPPER

ENTERED BY • MOJO SUPERMARKET, NEW YORK

IDEA CREATION • BARKLEYOKRP, CHICAGO

PRODUCTION • BARKLEYOKRP, CHICAGO

POST PRODUCTION • MOJO SUPERMARKET, NEW YORK

B06/027 • CANADA •

INNOVATIVE USE OF CREATORS

TITLE • #MAINFLAVOURENERGY

BRAND • HELLMANN’S

PRODUCT • HELLMANN’S MAYONNAISE

ENTERED BY • EDELMAN, TORONTO

IDEA CREATION • EDELMAN, TORONTO

PRODUCTION • FEELS LIKE HOME FILMS, TORONTO / TA2 SOUND + MUSIC, TORONTO MEDIA • INITIATIVE MEDIA, TORONTO

PR • EDELMAN, TORONTO

POST PRODUCTION • EDELMAN, TORONTO

D01/002 • UNITED STATES • MEDIA RELATIONS

TITLE • THE LEGACY OF VIRGINIA GIUFFRE

BRAND • VIRGINIA GIUFFRE

PRODUCT • VIRGINIA GIUFFRE

ENTERED BY • DINI VON MUEFFLING

COMMUNICATIONS, NEW YORK

IDEA CREATION • DINI VON MUEFFLING COMMUNICATIONS, NEW YORK

PR • DINI VON MUEFFLING COMMUNICATIONS, NEW YORK

D02/026 • SOUTH AFRICA •

USE OF EVENTS & STUNTS

TITLE • THE UNBURIED CASKET

BRAND • WOMEN FOR CHANGE

PRODUCT • WOMEN FOR CHANGE

ENTERED BY • EDELMAN SA, JOHANNESBURG

IDEA CREATION • EDELMAN SA, JOHANNESBURG

MEDIA • EDELMAN SA, JOHANNESBURG

PR

• EDELMAN SA, JOHANNESBURG

D03/022 • ROMANIA • LAUNCH/RELAUNCH

TITLE • (SAVE A) LIFE INSURANCE

BRAND • GENERALI

PRODUCT • GENERALI

ENTERED BY • VML, BUCHAREST

IDEA CREATION • VML, BUCHAREST / VML, NEW YORK

PRODUCTION • GREENMIND STUDIO, BUCHAREST

MEDIA • DENTSU, BUCHAREST

POST PRODUCTION • MULTIMEDIA EST, BUCHAREST

D04/041 • UNITED STATES •

BRAND VOICE & STRATEGIC STORY

TITLE • CERAVE THE NEW FACE OF LEGS BRAND • CERAVE

PRODUCT • CERAVE

ENTERED BY • L’OREAL, NEW YORK

IDEA CREATION • BOLDED, NEW YORK / L’OREAL, NEW YORK

PRODUCTION • OBB MEDIA, WEST HOLLYWOOD

MEDIA • BEAUTY CO LAB, NEW YORK

PR

• OGILVY PR, NEW YORK

POST PRODUCTION • OBB MEDIA, WEST HOLLYWOOD

F03/053 • MAINLAND CHINA •

SINGLE MARKET CAMPAIGN

TITLE • VIAGRA BLUE BRANDS

BRAND • VIATRIS

PRODUCT • VIAGRA

ENTERED BY • OGILVY, SHANGHAI

IDEA CREATION • OGILVY, SHANGHAI

PRODUCTION • SHOOTING GALLERY, SHANGHAI

F07/017 • UNITED KINGDOM •

CSR

TITLE • MISSING MANAGERS

BRAND • XBOX

PRODUCT • FOOTBALL MANAGER 2026

LAUNCH

ENTERED BY • MCCANN LONDON

IDEA CREATION • MCCANN LONDON

PRODUCTION • SOMESUCH, LONDON / THE ASSEMBLY ROOMS, LONDON / RASCAL, LONDON / NO.8 LONDON

PR • DAWBELL, LONDON

F07/026 • UNITED ARAB EMIRATES • CSR

TITLE • THE COOLEST IHRAM

BRAND • SAUDIA

PRODUCT • THE COOLEST IHRAM

ENTERED BY • LANDOR, DUBAI

IDEA CREATION • LANDOR, DUBAI

PRODUCTION • LANDOR, DUBAI / SAUDIA, JEDDAH / BRRR, ATLANTA

MEDIA • SAUDIA, JEDDAH

PR • SAUDIA, JEDDAH

F07/031 • ITALY •

CSR

TITLE • THE PUB THAT REFUSED TO DIE

BRAND • HEINEKEN

PRODUCT • HEINEKEN GREEN

ENTERED BY • LEPUB, MILAN

IDEA CREATION • LEPUB, MILAN / PUBLICIS, DUBLIN

PRODUCTION • ANTIDOTE FILMS, DUBLIN

MEDIA • DENTSU X, DUBLIN

PR • THE ROMANS, LONDON / THINKHOUSE, DUBLIN

POST PRODUCTION • PRODIGIOUS, MILAN / COMPANY 3, LONDON

F09/008 • UNITED ARAB EMIRATES •

CULTURAL ENGAGEMENT

TITLE • MISSING LETTERS OF WORTH

BRAND • L’OREAL PARIS

PRODUCT • BEAUTY

ENTERED BY • FP7 MCCANN DUBAI

IDEA CREATION • FP7 MCCANN DUBAI

PRODUCTION • THE BRANDIZERS, BEIRUT

PR • FP7 MCCANN DUBAI / CURRENT GLOBAL, DUBAI

F09/009 • GERMANY •

CULTURAL ENGAGEMENT

TITLE • SSHOPLEFTING

BRAND • LAUT GEGEN NAZIS E.V.

PRODUCT • DRUCK18.COM

ENTERED BY • JUNG VON MATT, HAMBURG

IDEA CREATION • JUNG VON MATT, HAMBURG

PRODUCTION • 908VIDEO, BERLIN / FRIDGE

AUDIO, BERLIN

PR • JUNG VON MATT, HAMBURG

Grand Prix CREATIVE DATA

GRAND PRIX

E01/001

GOLD LION

A02/029 • MEXICO •

REAL-TIME & DYNAMIC CREATIVE

TITLE • 600K NETWORK

BRAND • COMANDO CON VENEZUELA

PRODUCT • COMANDO CON VENEZUELA

ENTERED BY • RAINBOW LOBSTER, MEXICO CITY

IDEA CREATION • COMANDO CON VENEZUELA, CARACAS

PRODUCTION • COMANDO CON VENEZUELA, CARACAS

MEDIA • COMANDO CON VENEZUELA, CARACAS

PR • COMANDO CON VENEZUELA, CARACAS

E02/008 • PERU •

PURPOSE-DRIVEN DATA SOLUTIONS

TITLE • SOS POS

BRAND • BCP

PRODUCT • SOS POS

ENTERED BY • CIRCUS GREY, LIMA

IDEA CREATION • CIRCUS GREY, LIMA

PRODUCTION • CIRCUS GREY, LIMA

SILVER LION

A02/028 • BRAZIL •

REAL-TIME & DYNAMIC CREATIVE

TITLE • UNWATCHED GOALS

BRAND • BRAHMA

PRODUCT • BEER

ENTERED BY • AFRICA CREATIVE, SAO PAULO

IDEA CREATION • AFRICA CREATIVE, SAO PAULO

PRODUCTION • ZAINE FILMES, SAO PAULO / HALLEY SOUND, SAO PAULO

D01/011 • UNITED KINGDOM •

DATA-DRIVEN PRODUCT INNOVATION

TITLE • DUOBELL

BRAND • SKODA

PRODUCT • SKODA

ENTERED BY • ABBOTT MEAD VICKERS BBDO, LONDON

IDEA CREATION • ABBOTT MEAD VICKERS BBDO, LONDON

PRODUCTION • UNIT 9, LONDON

MEDIA • PHD MEDIA, LONDON

PR • PERSUASION COMMUNICATIONS, LONDON

D02/004 • POLAND •

DATA STORYTELLING & NARRATIVE

TITLE • LUCKY FAN INDEX

BRAND • WISŁA KRAKÓW FOOTBALL CLUB

PRODUCT • WISŁA KRAKÓW FOOTBALL CLUB

ENTERED BY • VML, WARSAW

IDEA CREATION • VML, WARSAW PRODUCTION • VML, WARSAW

PR • VML, WARSAW

F02/005 • AUSTRALIA •

MARKET DISRUPTION & TRANSFORMATION

TITLE • HAVEN

BRAND • SUNCORP INSURANCE

PRODUCT • INSURANCE

ENTERED BY • LEO AUSTRALIA, SYDNEY

IDEA CREATION • LEO AUSTRALIA, SYDNEY

PRODUCTION • PXP, SYDNEY / LE POLISH BUREAU, POLAND / HOGARTH WORLDWIDE, SYDNEY

MEDIA • OMD, SYDNEY

BRONZE LION

A03/020 • NEW ZEALAND •

CREATIVE DATA VISUALISATION

TITLE • FANTASY HERD

BRAND • MEADOW FRESH

PRODUCT • FRESH WHITE MILK

ENTERED BY • MCCANN NEW ZEALAND, AUCKLAND

IDEA CREATION • MCCANN NEW ZEALAND, AUCKLAND

PRODUCTION • THE SWEETSHOP, AUCKLAND

MEDIA • TOGETHER, AUCKLAND

POST PRODUCTION • THE SWEETSHOP, AUCKLAND

B01/012 • POLAND •

DATA-DRIVEN CREATIVE STRATEGY

TITLE • HERE TO STAY BRAND • MASTERCARD

PRODUCT • WHERE NEXT

ENTERED BY • MCCANN POLAND, WARSAW

IDEA CREATION • MCCANN POLAND, WARSAW

PRODUCTION • MCCANN POLAND, WARSAW / MCCANN, PRAGUE / ASSEMBLY, WARSAW / MCCANN NEW YORK

MEDIA • ESSENCEMEDIACOM, WARSAW

PR

• BISON & ROSE, PRAGUE

POST PRODUCTION

• MCCANN POLAND, WARSAW / MCCANN, PRAGUE

B02/027 • UNITED STATES •

CREATIVE DATA COLLECTION & RSRCH

TITLE • FORESTS WITHOUT NAMES BRAND • HYUNDAI

PRODUCT • FORESTS WITHOUT NAMES CONSERVATION

ENTERED BY • BBDO NEW YORK

IDEA CREATION • BBDO NEW YORK

PRODUCTION • BBDO NEW YORK / FINAL FRONTIER PRODUCTIONS, STAMFORD

PR • BBDO NEW YORK

POST PRODUCTION • BBDO NEW YORK

E02/005 • SOUTH AFRICA •

PURPOSE-DRIVEN DATA SOLUTIONS

TITLE • THE PHILIPSTOWN WIRECAR GRAND PRIX

BRAND • THE PHILIPSTOWN WIRECAR FOUNDATION

PRODUCT • COMMUNITY-DRIVEN

ENTERTAINMENT PLATFORM

ENTERED BY • ACCENTURE SONG SOUTH AFRICA, CAPE TOWN

IDEA CREATION • ACCENTURE SONG SOUTH AFRICA, CAPE TOWN

PRODUCTION • ACCENTURE SONG SOUTH AFRICA, CAPE TOWN / ACCENTURE SONG

HUNGARY, BUDAPEST / GIANT FILMS, CAPE TOWN / PRESSURE COOKER STUDIOS, CAPE TOWN / ACCENTURE SONG GERMANY, HAMBURG

MEDIA • ACCENTURE SONG SOUTH AFRICA, CAPE TOWN

PR • ACCENTURE SONG SOUTH AFRICA, CAPE TOWN

POST PRODUCTION • ACCENTURE SONG

SOUTH AFRICA, CAPE TOWN / GIANT FILMS, CAPE TOWN / THE WORKROOM AUDIO

POST, CAPE TOWN / CHOCOLATE TRIBE, JOHANNESBURG / ACCENTURE SONG GERMANY, HAMBURG

E02/018 • BRAZIL •

PURPOSE-DRIVEN DATA SOLUTIONS

TITLE • NIGRUM CORPUS

BRAND • IDOMED & INSTITUTO YDUQS

PRODUCT • NIGRUM CORPUS

ENTERED BY • ARTPLAN, SAO PAULO

IDEA CREATION • ARTPLAN, SAO PAULO PRODUCTION • UNTITLED PRODUCTIONS, SAO PAULO / ROAD FILMES, RIO DE JANEIRO / RAW AUDIO, SAO PAULO / MAURICIO NAHAS ESTUDIO FOTOGRAFICO, SAO PAULO / RUDY HUHOLD FOTOGRAFIA, RIO DE JANEIRO

PR • APPROACH COMUNICACAO, SAO PAULO

POST PRODUCTION • FUJOCKA CREATIVE IMAGES, SAO PAULO / P+E GALERIA DIGITAL, SAO PAULO

E02/028 • NEW ZEALAND •

PURPOSE-DRIVEN DATA SOLUTIONS

TITLE • DYING REVIEWS

BRAND • HOSPICE NZ

PRODUCT • HOSPICE CARE

ENTERED BY • MCCANN, WELLINGTON

IDEA CREATION • MCCANN, WELLINGTON

PR • GRC PARTNERS + PORTER NOVELLI, WELLINGTON

SCREENING SCHEDULE

Film Lions Entries and Shortlist

25 June

Film Craft Shortlist and Winners Entertainment Track Shortlists and Winners

25 June

25 June

09:00-10:30

26 June

To find out when your work is screening come and talk to us at the Awards Hub desk.

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