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 LIONHEART SEMINAR | OPRAH WINFREY CANNES LIONS / LUMIERE
11:30 THE FESTIVAL LOWDOWN: WHAT YOU MISSED FROM MONDAY CANNES LIONS/CONTAGIOUS / DEBUSSY
11:40 NEW VOICES: SPOTLIGHTING THE NEXT GENERATION OF CREATIVE LEADERS
CANNES LIONS/CONTAGIOUS/ DEBUSSY
11:45 ADVERTISING IN THE AGE OF AI OPENAI/DEBUSSY
12:45 SPACE ISN’T THE FUTURE – IT’S YOUR BRIEF UNITED NATIONS OFFICE FOR OUTER SPACE AFFAIRS/PVBLIC/ DEBUSSY
14:30 ROBOTS CAN’T BUILD BRANDS: THE NEW S-CURVE OF CREATIVE TRANSFORMATION P&G/LUMIERE
15:30 TAKESHI SANO: THE NEW ERA OF INNOVATING TO IMPACT
DENTSU/DEBUSSY
Pitch perfection: GUT Sao Paulo scores Outdoor win
THE WINNER of the Outdoor Grand Prix for 2026 is Mercado Livre’s ‘Field Barcode’, entered by GUT Sao Paolo, Brazil.
Outdoor Jury President Aaron Starkman, global chief creative officer, Rethink, praised the entry’s “wow” factor. “We see a lot of great case studies but at the end of day the thing that
gets everyone excited is the idea, the single image that makes you go ‘wow’.”
A deceptively simple campaign, ‘Field Barcode’ grew out of ecommerce giant Mercado Livre’s naming rights deal with the iconic Pacaembu Stadium in Sao Paulo, Brazil — a venue used for many matches involving leading football teams.
The campaign saw the stadium’s pitch mowed in such a way that it resembled a huge barcode. Visible via any video platform, the scannable barcode unlocked exclusive 25% discounts — even if only captured partially or from awkward angles. As a result, Mercado Livre generated 53,000 coupons and saw significant sales ($1.78m) both during the live match window and afterwards.
Starkman said ‘Field Barcode’ was the kind of campaign that only came about when “the agency has such a good relationship with the client that they are able to attempt crazy things”.
The jury also awarded Gold Lions to seven entries from the UK, Canada, Spain, France, Australia, Italy/Brazil and the US/ Brazil/Mexico. Recipients included Heinz, McDonald’s, De’Longhi, Back Market, MyCar, Coca-Cola and Heineken. “What we were looking for was attention-grabbing work that feels inevitable — that when you see it you think ‘of course that brand did that — that brand had to do that’.”
Overall, Starkman said Outdoor remains a vibrant category. “It’s more relevant than ever. It’s been here for thousands of years and will be around after the robots.”
JIM STENGEL: OUR NOBLE LAUREATE
CANNES LIONS is where we come together to celebrate the belief that creativity drives progress for people, business and society.
The Lions Awards — built on 73 years of heritage — underpin every element of the Festival, from the content across our stages to the learning programmes super-charging the next generation. The Lions set the global benchmark for the industry and celebrate history-making creativity in all its forms. The Festival is purposefully curated to welcome all parts of the industry ecosystem and to recognise those who move the industry forward. So, we’re delighted to present the first Lions Laureate for Marketing to Jim Stengel, recognising how his vision, influence and contribution have advanced the role of creative marketing as a driver of business growth.
SPECIAL AWARDS
Creative Marketer of the Year, AB InBev; Lion of St Mark, Susan Credle
Philip Thomas
Aaron Starkman
Reclaiming Retail Media for Brand Building
Gülen Bengi
Lead Chief Marketing Officer, Mars & Chief Growth Officer, Mars Snacking with Pedr Howard President, Creative Excellence, Ipsos
Wednesday, June 24
16:45 – 17:15
The Forum, Rotonde
As the fastest-growing advertising channel, retail media shouldn't just be a race for clicks. It is the next great canvas for creativity. Gülen Bengi will share the Mars way of brand building that transforms the shopper journey into seamlessly connected experiences as Ipsos’ Pedr Howard unveils new research proving that even in the retail feed, brands leading with bold storytelling win the moments that matter most.
Brand new: AB InBev wins Lions’ first-ever Creative Brand prize
THE RECIPIENT of the first ever Creative Brand Grand Prix is AB InBev: Creativity at Scale. The win continues a remarkable week for the global brewing giant which has already been named as Cannes Lions’ 2026 Creative Marketer of the Year. The Jury President for the category was Marcel Marcondes, global chief marketing officer, AB InBev — who stressed that he was excluded from the room for the jury debate that culminated in his company’s win. “I was not involved in the jury conversation, so it was a complete surprise for me,” he said.
The idea behind the new Lion is to place a spotlight on the processes that result in great work: Ahead of the Festival, Simon Cook, CEO, LIONS, explained: “For 70 years, we’ve recognised the work and creative outputs that drive demand for brands all around the world. But in 2026, we’re asking a different question:
what are the inputs that make those breakthrough ideas possible in the first place? The Lion recognises the visionary brands that are building the systems, cultures and capabilities that make world-class creative marketing
BBDO’s frog chorus charms Audio jury
THE WINNER of this year’s Audio & Radio Grand Prix is the inspired ‘Coquí Alarmed’ campaign, created by BBDO Puerto Rico for Korean car giant Hyundai.
The campaign came about after a tourist posted on social media asking how to silence the coquí — a small frog with a distinctive call. The comment caused a huge anti-tourism backlash among Puerto Ricans, who regard the coquí as a key part of their national identity. Hyundai Puerto Rico and BBDO Puerto Rico saw an opportunity — and replaced the lock and unlock alarm sound of Hyundai rental cars with the call of the coquí. By using this natural sound, Hyundai turned a boring and repetitive daily interaction sound into a cultural moment and conservation effort.
Jury President Oriel Davis-Lyons, chief creative officer of Mother New York, said the deceptively simple campaign “reminded people of the importance of these frogs. It reached the point where people requested the sound for their own vehicles. It’s such a specific local idea but the insight was immediately clear and universally admired in the jury room.”
Looking at the audio and radio entries as a whole, Davis-Lyons said the jury was struck by how the category “stretches and expands every year” — with the inclusion of a car-locking noise a case in point. In terms of what they were looking for he said “impact; and the ability to surprise us and make us think differently.”
Alongside the Grand Prix winner there were Gold Lions for IKEA/
inevitable and repeatable.”
Key criteria considered by the jury included: commercial effectiveness; strategic alignment; creative innovation and originality; scalability and sustainability. All were given equal weighting. Marcondes said judging year one was “a big challenge and responsibility”, further complicated by the fact that “it is the one category focused on inputs not outputs. As a consequence there were no videos, just a lot of reading instead.”
Unlike other categories, there are no Gold, Silver or Bronze Lions in Creative Brand. The only other entry to be awarded was Mastercard, which secured a Creative Brand Lion. “It’s a very challenging category which asks for a lot,” Marcondes said. “It requires strong capabilities delivering strong creative work and results over a sustained period of time. In our view, everyone who got shortlisted was like a winner.”
Rethink Toronto and Abradee/ Africa Creative, Sao Paolo. The former was based around recordings of ‘sleep talkers’ experiencing new mattresses while the latter used birds sitting on energy wires as the inspiration for an original music composition.
PRINT GRAND PRIX TAKEN BY RETHINK CANADA
THE WINNER of the Print & Publishing Grand Prix for 2026 is ‘Look Familiar?’, a memorable campaign for Heinz Ketchup from Rethink Canada. Print & Publishing Jury President Jessica Apellaniz, CCO, Wieden+Kennedy, Mexico said her jury saw “a lot of bravery” in 2026’s cohort of entries. “But we didn’t reward campaigns just for bravery. We wanted our winning campaigns to be confident and memorable.”
Part of the company’s ‘It has to be Heinz’ global creative platform, Looks Familiar? is built around the observation that fries boxes around the world are shaped just like the Heinz keystone logo. Active across eight global markets, the campaign highlights the inextricable link between the universally loved combination, showing fans all over the world that you can’t have fries without Heinz.
Alongside its Print & Publishing Grand Prix, the multimedia campaign also won a Gold Lions in Outdoor on the first day of the 2026 Cannes Lions Festival. Apellaniz’s jury also awarded Gold Lions to a ‘Dunkin’ At Home’ campaign, entered by BBH, New York; and ‘The Trojan Fax’, entered by BETC Paris on behalf of IUCN French Committee and Fujifilm Print.
Marcel Marcondes
Oriel Davis-Lyons
Jessica Apellaniz
Stockholm duo’s repurposed popemobile wins Grand Prix
THIS YEAR’S Lions Health and United Nations Foundation Grand Prix for Good went to a project that refitted the late Pope Francis’ iconic ‘popemobile’ into a mobile clinic for children in Gaza.
Stockholm agencies Differ and Colony devised and produced the ‘Vehicle of Hope’ project for Caritas, the international confederation of Roman Catholic charitable organisations. The plan was approved just before Pope Francis died in 2025, with the vehicle refitted in Bethlehem to become a mobile clinic capable of delivering vaccines and medication to 200 children a day. It was unveiled in November 2025 to international media, although amid an ongoing aid blockade, the Israeli authorities have yet to grant permission for it to enter Gaza.
“Right now, the world is not in great shape, with conflicts raging, growing inequality and social divi-
sion, with friends and family being torn apart,” said Jury President David Ohana, chief communications and marketing officer at the United Nations Foundation.
“It feels like we need a timeout for humanity, and we need some audacious creative ideas.”
Ohana saluted the bravery of ‘Vehicle of Hope’ in that context. “Someone
‘Audacious’ Nord grabs Creative B2B
A SPACE programme that never leaves the Earth has won this year’s Lions Creative B2B Grand Prix after securing headlines and real-world impact in equal measure. The Faroe Islands Space Program was devised by Nord, Stockholm for SKF, the world’s largest ball-bearing manufacturer, as a way to showcase its innovation beyond the product that made it famous — while still showcasing its brand’s ability to fight friction. Rather than build rockets to explore space, the project involved harnessing tidal energy generated by the moon’s gravitational pull, packaged as a space programme to bring renewable energy back into the spotlight.
Power company SEV will now be using the technology to generate 40% of the Faroe Islands’ energy by 2030, with 16 other countries exploring whether they can im-
plement it too.
“They didn’t just advertise that they were out to fight friction in the world. They actually built a space programme to prove it,” said Jury President Ty Heath, global director, thought leadership, GTM strategy at LinkedIn. “You don’t have to be a science-fiction fan to appreciate the audacity of that!”
The work generated 840 million original impressions against an original target a tenth of that.
“How do you become known for innovation? You reframe your identity, and they successfully did that.”
Heath talked about wider trends in this year’s selection. “A lot of the winning brands actually built a solution for a community. They saw themselves as stewards of the communities,” she said. “And they built systems that would sustain those communities for years to
came up with it. Someone had to approve it. And someone then called the Pope! And ultimately they made it happen,” he said.
The vehicle may not have been allowed into Gaza yet, but it has inspired other non-governmental organisations to build seven more mobile clinics, all ready to provide aid as soon as they are allowed.
Ohana said this was the most powerful reflection of what great creative work can achieve in the current, troubled geopolitical landscape.
“It is this sector, this industry, that can make a massive difference right now. It’s good people who refuse to accept the status quo, and who choose hope instead of hate. Pope Francis personally endorsed this idea in the final months of his life,” Ohana added. “Conflict around the world can be stopped, but it will take a fullcourt press of clinical will as well as the best thinking and ideas from around the world.”
“It’s an idea of courage, an idea of care, and a simple message of people helping people,” Ohana said. “The world could use a lot more of that right now.”
come. For decades to come!” Golds in the category were awarded to work from Thailand and Italy.
“Each of the winning brands showed evidence: they didn’t just talk about the work. They brought people into the experience. They let the customers feel the experience, and they proved they were
Ty Heath
able to deliver on that with real-world aspects,” Heath said. “There was also the emotion that was brought to it. For every winning entry, everybody [on the jury] felt something. There was a thread… just thinking about the very real aspect of being a human, and not forgetting that in the way the creative was delivered.”
David Ohana
Crafted to perfection: ad wins big by busting beauty myths
Kainaz Karmakar
A CAMPAIGN exposing myths and scams in the beauty industry by spoofing the periodic table has won this year’s Lions Health & Wellness Grand Prix.
‘The Periodic Fable’ from London’s Smuggler and Uncommon Creative Studio was launched for beauty brand The Ordinary, taking aim at products and treatments claiming to erase wrinkles and scars, freeze body fat and eliminate pores, among others.
“It had a few things that came together in a way that didn’t come together in any other piece,” said Jury President Kainaz Karmakar, chief creative officer at Ogilvy, India. “That was health, wellbeing, culture, creativity and craft. All these
Pharma fame for Fallon’s ‘Tight End’
A MESSAGE to men that there is an alternative to the traditional ‘finger test’ prostate exam has won this year’s Lions Pharma Grand Prix. ‘Relax Your Tight End’ from Fallon, Minneapolis was a campaign for Novartis to combat the fact that tens of millions of men avoid being tested for early prostate cancer because they are squeamish about the traditional method of examination.
The campaign started at the Super Bowl with an array of famous American-football stars who’d played the tight-end position, showing them relaxing in a variety of settings.
The alternative test — a simple PSA blood test — was showcased in the campaign, which led to a
367% increase in Google searches and a near-tenfold increase in PSA tests being taken.
“It could have won the award for the best film: it was delightful to watch. But what ultimately made this the Grand Prix winner was that they really had thought of everything,” said Jury President Tracey Brader, chief strategy and innovation officer at Omnicom Health.
“It was a real nose-to-tail piece of communication. It exploited PR, it had an appropriate use of celebrity, and it had the natural empathy that comes from recognising the patient that genuinely could have died if they had not had the screening performed early …
things came together in this piece, and it is so relevant to the times that we live in. We had jurors from across the world, and there was no one who felt that this piece would not be relevant in their country.” “The idea was strong, the message was relevant, but what made it undeniably the Grand Prix was the craft, the craft, the craft,” Karmakar added. Her triple-emphasis played into a trend in this year’s selection, with ideas that “were crafted to perfection … our pieces can compete with the best in any category”. Golds went to Brazil, the US, Sweden, Canada, the UK and a joint UK/Singapore piece. Karmakar said that the Grand Prix reflects important wider trends in the sector.
“Beauty trends are affecting young people in a way that’s really hurting their mental wellbeing,” she said. “The Periodic Fable as a film is flawless, but as a movement, it’s necessary.”
and it was genuinely funny.”
The campaign’s strong lean-in to humour was a wider trend in the Pharma entries this year, according to Brader. She also pointed to “a lot of very human work that drilled
into what it really means to live with a healthcare condition” as having impressed the jury.
A gold Lion in the category was awarded to Ogilvy, Shanghai’s ‘Viagra, Blue Brands’ work for Viatris.
Tracey Brader
EXPLORE THE FULL REPORT THE SCIENCE OF DESIRE
‘Imperfection will become the new perfection’
they can’t transform themselves either.”
When Sanches arrived at Kimberly-Clark in early 2025, he found a highly fragmented communications model, characterised by one-off campaigns, too many agencies with too many messages and no “North Star” in terms of narrative. His first task was to define a creative vision rooted in what he saw as the two defining characteristics of the US consumer goods and personal-care giant: a deep-rooted culture of innovation and a genuine commitment to improving people’s lives.
“I realised Kimberly-Clark are inventors,” he said. “Innovation is the biggest thing in the company. But equally important is that they really care about people.”
‘‘Everything’s going to start to look the same. Creative work is going to look too polished and it won’t feel real’’
That insight led to a broader reframing of the brand’s role in consumers’ lives. Rather than focusing on individual products, Sanches began to look at the major transitions people experience throughout their life. “I realised we were in people’s journeys from cradle to coffin,” he said. “The first contact many people have with our products is when they’re babies wearing our diapers. And the last contact might be at the other end of their lives.”
WHEN a creative idea enters the client’s boardroom, what’s most likely to sway decision-makers — logic, emotion, risk, simplicity? How do brands measure creative ideas behind closed doors? And what will the next generation of creative partnerships between agencies and clients look like?
If anybody can answer these questions it’s Luiz Sanches, who spent 30 years in the creative trenches — winning countless Lions and industry plaudits for AlmapBBDO in the process — before crossing the great agency-client divide in 2025 to become global chief creative and design officer at Kimberly-Clark. Sanches, in short, is one of the few executives who knows what creativity looks like from both sides of the table.
Speaking to the Lions Daily News in the run-up to yesterday’s session, As Agencies Transform, Clients Shift Too: What I Learned Changing Sides, Sanches said that creativity remains the most powerful differentiator for brands, even as AI rewrites the communications handbook. And he believes he has figured out a way to build “true creative collaborations” that are capable of reshaping the way brands connect and communicate with their consumers, and agencies connect and communicate with their clients.
“I don’t believe in a world without agencies,” he said. “They are my best partners. Without agencies, we can’t do the work we need to do to differentiate our brands in a world that’s becoming ever more polarised. But without us,
But that progression represents a lifetime of transformational moments starting at the moment a baby is born and a couple become a family. At the heart of this approach is trust, which Sanches believes will become the defining challenge for brands in the years ahead. “I think trust will be the most important word in the future,” he said, describing Kimberly-Clark’s strategy as a “bridge of trust” built on care, innovation and connection. Drawing comparisons with music streaming platform Spotify, he noted that consumers are increasingly making choices based on personal meaning rather than pure utility. And then, of course, there’s AI, of which Sanches is a fan — to a point. “AI is wonderful and I love it,” he said. But while it will improve efficiency and raise creative standards, it will also lead to standardisation, he warned: “Everything’s going to start to look the same. Creative work is going to look too polished and it won’t feel real. I have the idea that imperfection will become the new perfection. Brands are going to have to start to show some vulnerability in order to gain trust. Consumers need to see brands as human because people don’t trust big corporates any more.”
Luiz Sanches
‘When you do it properly, you can unlock amazing things’
AS AI reshapes the creative economy, the value of ideas is under attack. So where does that leave an industry that has long defined itself by the creative ‘things’ it makes?
This was the question that R/GA’s chair and global chief creative officer Tiffany Rolfe and global head of story Nick Pringle set out to answer in yesterday’s session, Making Things That Make Things: A Playbook For The Intelligence Age.
While much of the industry conversation has focused on fears that AI will devalue both creative work and creatives, Rolfe argued that, on the contrary, it has the potential to elevate the value placed on human thinking. “Creativity is still the biggest multiplier of effective marketing,” she said. “The question is no longer how we artifically create more outputs, but how we design smarter systems
driven by great human thinking. That must be at the heart of it, otherwise it’s garbage in, garbage out.”
According to Rolfe, the traditional agency model has rewarded the production of assets, campaigns and deliverables rather than the intellectual work that shapes brands over time. AI, she said, creates an opportunity to change that dynamic. “We’re moving from manufacturing things to being the architects of intelligence systems that help build brands,” she said, adding that the value comes from the human inputs that are codified into those systems, not simply the outputs they produce.
To make the concept more tangible, Pringle outlined a three-step framework to help agencies adapt to the AI era: first, define the brand so it can be recognised by machines; second, encode that brand into custom tools
and systems; lastly, deploy generative storytelling experiences. “Brands used to live in PDFs and brand books,” he said. “Now they need to exist in intelligence systems that can grow, adapt and become more valuable over time.” But this means brands must be defined at a much deeper level than in the past, Pringle added: “You can’t just build for people anymore. You have to build for machines as well. You need to teach them what to remember and what not to remember. And yes, that’s a lot of work, but when you do it properly, you can unlock amazing things.”
Pringle referenced a campaign developed with Fox One and Google ahead of the FIFA World Cup. Called ‘Second Team Machine’, the project aims to keep fans engaged even after their national team has been eliminated from the tournament. Using viewing history, user preferences and conversational AI, the system recommends a new team to support and provides real-time context about matches, players and rivalries. The experience, Pringle added, is “like watching a game with a legitimate local fan sitting next to you”. Rather than viewing AI as a threat, Rolfe said that agencies should see it as an opportunity to create longterm assets that continue to grow in value: “People always apply new technology to old models first, but that’s a bad efficiency. We’re at a moment where we have the opportunity to build differently and build better; to make things that make things that are worthwhile making. And that’s fantastic.”
Throughout his career spanning more than three decades, including seven years as global marketing officer at Procter & Gamble, he has helped shape modern marketing leadership. Jim is also dedicated to developing the next generation of leaders through teaching, writing and mentorship. It was Jim who famously and publicly brought the first big delegation of marketers from any large organisation to Cannes Lions. Where P&G led, thousands of organisations have followed.
We’re also thrilled to announce France as the recipient of the 2026 Creative Country of the Year. France has demonstrated a long-term dedication and commitment to creativity as a national philosophy spanning advertising, fashion, craft, tech, culture and commerce. Cannes Lions celebrates the talent that makes progress possible. Thank you to everyone who believes in the power of creativity to spark change and drive growth.
We can only drive progress together, so let’s make this week count.
Philip Thomas, Chairman, LIONS
Nick Pringle and Tiffany Rolfe
‘When it comes to France you never know what to expect from us...’
PUBLICIS Groupe’s emeritus chairman Maurice Lévy and CEO Arthur Sadoun took to the Lumière stage on Monday afternoon to reflect on the company’s story as it turns 100, and consider where the agency and the industry as a whole are headed next. With France appointed Creative Country of the Year at Cannes Lions, Sadoun started with a reminder of how the nation has spent a century disproportionately shaping what great creative work looks like, despite representing just 2% of total billing. “When it comes to France, you never know what to expect from us. And actually, I would say that we are unpredictably brilliant,” he said.
“We are the first to talk about data, technology, and this is a big topic at the moment, but we are still a people business,” he said, adding that
‘The one that is going to win is the one that will balance technology with humankind
France has an unfair share of talent.
Looking to the future Lévy said the emergence
of agentic AI will be “extremely useful” and capable of “quite staggering” results. “At the end of the day, we should never, never, ever forget that what is at the core of what we are doing, is a little bit of intuition, a lot of intelligence, and a big, big idea,” he said. “If you are relying only on AI, without taking in the human factor, you will get always the same result.” What makes the result different, he said, is the fact that you have somebody different, leading the work and changing and nourishing the ideas.
Addressing the issue of how an onslaught of AI companies could disrupt the landscape and break up the duopoly of Google and Meta, Sadoun said the agency role then becomes even more important. “We are the connective tissue that can actually drive our client through the transformation, maximise their media and push on creativity. So I don’t think one is going to take on the other. I do think that the one that is going to win, is the one that will be able to balance technology with humankind.”
Publicis’ Arthur Sadoun (left) and Maurice Lévy with Wall Street Journal’s Suzanne Vranica
MARCEL MARCONDES, AB InBev’s global chief marketing officer, took to the stage at the Palais to celebrate the firm’s historic third win as Creative Marketer of the Year.
The annual accolade goes to global corporations that drive brand innovation and business growth through creative marketing. Previous winners include Apple, Coca-Cola, Google, Samsung Electronics and Microsoft. AB InBev, the world’s largest brewer, sealed its hat-trick this year after consecutive wins in 2022 and 2023.
“Winning three times in five years is the result of consistently building brands consumers love,” said Marcondes after the award was announced. “I am grateful to our teams and partners around the world who contributed to delivering record-high sales with this win.”
SUSAN CREDLE is this year’s Lion of St Mark honouree. Credle’s career spans more than four decades and has encompassed the launch of the beloved M&M’s characters and guiding enduring platforms including Allstate’s ‘Mayhem’ and McDonald’s Happy Meal literacy campaigns — regularly combining creativity, cultural relevance and commercial success.
Speaking at a Cannes Lions session yesterday Credle said: “We’re in a slightly weird place right now,” where the industry is focusing more on AI and less on brand building, with a “fast and cheap” approach leading to “ad pollution”.
The former chair & global chief creative officer, FCB, has been recognised among Ad Age’s 100 Most Influential Women and Business Insider’s Most Creative Women in Advertising. Other honours include: the AAF Hall of Achievement; Chicago Woman of the Year; The NC Media and Journalism Hall of Fame; The Matrix Awards; and The Clio Lifetime Achievement Award.
Havas’ De Andréis says growth is the must-have KPI for clients
HAVAS is putting “hard KPIs” at the heart of its new global positioning focused on “growth,
powered by desire”, according to Raphaël De Andréis, CEO Havas France & Italy and chairman,
New sustainability tools unveiled
AD NET ZERO, the not-for-profit climate action programme for the global advertising industry, has published its largest update on sustainable tools to date, including the third edition of its Global Media Sustainability Framework (GMSF). This is alongside the launch at Cannes Lions today of ‘Every Brief Counts’, a science-backed toolkit to help creative, strategy and brand professionals enhance advertising effectiveness by featuring more sustainable behaviours and actions in the most appropriate way. The GMSF will help track emissions from 95% of global media spend, calculated with a consistent framework in line with carbon accounting and industry best practices. Sebastian Munden, Ad Net Zero global chair, said: “This is a milestone moment for Ad Net Zero as we deliver two key tools to support
sustainable changes to the way we work and the work we make. The data is clear and evidence is growing — sustainable advertising delivers commercially through greater effectiveness, smart efficiencies and waste reduction.”
Flavien Taquet, marketing, communications and transformation director, Renault Group, added: “The GMSF helps us move into this new era by giving us a common language to measure media impact across markets. It allows us to standardise reporting in line with industry standards and speak with one clear voice.”
Lisa Boyles, head of go to market and media, giffgaff, said: “Responsible and sustainable marketing is at the core of the giffgaff brand and we were proud to take part in the ‘Every Brief Counts’ pilot, which allowed us to demonstrate this commitment alongside key partners.
Havas Creative Germany, Portugal & Spain.
The new ethos is about going back to the company’s core DNA — helping brands to create desire among consumers — but in a way where the impact is keenly measured.
“Some of our competitors keep on saying ‘we connect, we transform’ which is great, but at the end of the day, the client that comes to Havas, yes they want to connect, yes they want to transform, but what they say to us is they want to see their business grow,” De Andréis told the Lions Daily News.
“We don’t want to play in the world of soft KPIs. Transformation, connection? Fine, but we want to play in the category of hard KPIs: sales, pricing power, share of market.”
De Andréis said that the new positioning reflects the fact that brands struggling to awaken desire among consumers is a challenge “that AI alone, or tech alone, cannot meet”.
“We are not a tech company. We are a creative company powered by tech, which is important,” he said.
“We are not competing with Google. We are not competing with Capgemini. We are not competing with OpenAI. We are a creative company that leverages every single tech engine that empowers interesting stuff.”
De Andréis is excited about France’s status as Creative Country of the Year at the 2026 Cannes Lions, too.
“We are great storytellers! We are a country of literature, of movies. We are good at telling great stories, and advertising is a weapon to do that. A great French ad is somehow [also] a great story, even in 10 seconds on TikTok,” he said. “That’s why we find our way into creativity with a special sauce.”
Raphaël De Andréis
The ‘Every Brief Counts’ toolkit
The Global Media Sustainability Framework
Grand Prix
OUTDOOR
FIELD BARCODE
MERCADO LIVRE
GUT, SAO PAULO BRAZIL
GRAND PRIX
C04/030 • BRAZIL •
LIVE ADVERTISING AND EVENTS
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
GOLD LION
A01/081 • CANADA • CONSUMER GOODS
TITLE • COINCIDENCE?
BRAND • HEINZ KETCHUP
PRODUCT • KRAFT HEINZ
ENTERED BY • RETHINK, TORONTO
IDEA CREATION • RETHINK, TORONTO
MEDIA
• CARAT, CHICAGO / CARAT, TORONTO
PR • ZENO GROUP, CHICAGO / ZENO GROUP, TORONTO
POST PRODUCTION • SCHOOL EDITING, TORONTO / GRAYSON MUSIC, TORONTO
B04/030 • UNITED KINGDOM • CAMPAIGN
TRAVEL/LEISURE/RETAIL/RESTAURANTS
TITLE • GIG
BRAND • MCDONALD’S
PRODUCT • MCDONALD’S
ENTERED BY • LEO, LONDON
IDEA CREATION • LEO, LONDON
PRODUCTION • PUBLICIS PRODUCTION, LONDON
POST PRODUCTION • PUBLICIS PRODUCTION, LONDON
B04/031 • UNITED KINGDOM • CAMPAIGN TRAVEL/LEISURE/RETAIL/RESTAURANTS
TITLE • WEDDING
BRAND • MCDONALD’S
PRODUCT • MCDONALD’S
ENTERED BY • LEO, LONDON
IDEA CREATION • LEO, LONDON
PRODUCTION • PUBLICIS PRODUCTION, LONDON
POST PRODUCTION • PUBLICIS PRODUCTION, LONDON
B04/032 • UNITED KINGDOM • CAMPAIGN
TRAVEL/LEISURE/RETAIL/RESTAURANTS
TITLE • BOWLING
BRAND • MCDONALD’S
PRODUCT • MCDONALD’S
ENTERED BY • LEO, LONDON
IDEA CREATION
• LEO, LONDON
PRODUCTION • PUBLICIS PRODUCTION, LONDON
POST PRODUCTION • PUBLICIS PRODUCTION, LONDON
C03/062 • SPAIN •
SPECIAL BUILD
TITLE • TINY COFFEE SHOPS
BRAND • DE’LONGHI
PRODUCT • DE’LONGHI COFFEE MACHINE
ENTERED BY • LOLA, MADRID
IDEA CREATION • LOLA, MADRID
PRODUCTION • CREATORS INC, LONDON
MEDIA • HOUSE OF COMMUNICATION, MUNICH
POST PRODUCTION • BACON, COPENHAGEN
E02/018 • FRANCE •
CHALLENGER BRAND
TITLE • LET’S END FAST TECH BRAND • BACK MARKET
PRODUCT • REFURBISHED ELECTRONICS MARKETPLACE
ENTERED BY • MARCEL, PARIS
IDEA CREATION • MARCEL, PARIS
E03/008 • AUSTRALIA •
SINGLE - MARKET CAMPAIGN
TITLE • SUNBURNT CAR
BRAND • MYCAR
PRODUCT • MYCAR
ENTERED BY • TBWA\SYDNEY, SYDNEY
IDEA CREATION • TBWA\SYDNEY, SYDNEY
PRODUCTION • BOLT, SYDNEY / ODD
STUDIOS, SYDNEY
MEDIA • HEARTS & SCIENCE, SYDNEY
PR • ELEVEN, SYDNEY
E03/024 • UNITED STATES •
SINGLE - MARKET CAMPAIGN
TITLE • THE LAST COKE IN THE DESERT BRAND • COCA- COLA
PRODUCT • COCA- COLA
ENTERED BY • VML, NEW YORK
IDEA CREATION
• VML, NEW YORK / VML, SAO
PAULO / VML, MEXICO CITY •
PRODUCTION • REBOLUCION, MEXICO
MEDIA • ESSENCEMEDIACOM, MEXICO CITY
PR • OGILVY PR, LONDON
E04/088 • 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
SILVER LION
A04/011 • UNITED KINGDOM • CAMPAIGN TRAVEL/LEISURE/RETAIL/RESTAURANTS
TITLE • LONDON
BRAND • BRITISH AIRWAYS
PRODUCT • BRITISH AIRWAYS
ENTERED BY • UNCOMMON CREATIVE STUDIO, LONDON
IDEA CREATION • UNCOMMON CREATIVE STUDIO, LONDON
MEDIA • MANNING GOTTLIEB OMD, LONDON
A04/012 • UNITED KINGDOM • CAMPAIGN TRAVEL/LEISURE/RETAIL/RESTAURANTS
TITLE • MARRAKESH
BRAND • BRITISH AIRWAYS
PRODUCT • BRITISH AIRWAYS
ENTERED BY • UNCOMMON CREATIVE STUDIO, LONDON
IDEA CREATION • UNCOMMON CREATIVE STUDIO, LONDON
MEDIA • MANNING GOTTLIEB OMD, LONDON
A04/013 • UNITED KINGDOM • CAMPAIGN TRAVEL/LEISURE/RETAIL/RESTAURANTS
TITLE • BAHAMAS
BRAND • BRITISH AIRWAYS
PRODUCT • BRITISH AIRWAYS
ENTERED BY • UNCOMMON CREATIVE STUDIO, LONDON
IDEA CREATION • UNCOMMON CREATIVE STUDIO, LONDON
MEDIA • MANNING GOTTLIEB OMD, LONDON
A04/046 • CANADA • CAMPAIGN
TRAVEL/LEISURE/RETAIL/RESTAURANTS
TITLE • BLIZZARD AS USUAL 1
BRAND • TIM HORTONS
PRODUCT • TIM HORTONS COFFEE
ENTERED BY • GUT, TORONTO
IDEA CREATION • GUT, TORONTO
PRODUCTION • GLORY, TORONTO
MEDIA • PHD, TORONTO
POST PRODUCTION • GLORY, TORONTO / ALTER EGO, TORONTO
A04/047 • CANADA • CAMPAIGN
TRAVEL/LEISURE/RETAIL/RESTAURANTS
TITLE • BLIZZARD AS USUAL 2
BRAND • TIM HORTONS
PRODUCT • TIM HORTONS COFFEE
ENTERED BY • GUT, TORONTO
IDEA CREATION • GUT, TORONTO
PRODUCTION • GLORY, TORONTO
MEDIA • PHD, TORONTO
POST PRODUCTION • GLORY, TORONTO / ALTER EGO, TORONTO
A04/048 • CANADA • CAMPAIGN
TRAVEL/LEISURE/RETAIL/RESTAURANTS
TITLE • BLIZZARD AS USUAL 3
BRAND • TIM HORTONS
PRODUCT • TIM HORTONS COFFEE
ENTERED BY • GUT, TORONTO
IDEA CREATION • GUT, TORONTO
PRODUCTION • GLORY, TORONTO
MEDIA
• PHD, TORONTO
POST PRODUCTION • GLORY, TORONTO / ALTER EGO, TORONTO
C02/013 • ARGENTINA •
INTERACTIVE/DYNAMIC DIGITAL SCREENS
TITLE • DISCOUNT CHANTS
BRAND • MERCADO LIBRE
PRODUCT • MERCADO LIBRE
ENTERED BY • GUT, BUENOS AIRES
IDEA CREATION • GUT, BUENOS AIRES PRODUCTION • FABULA, SANTIAGO
C06/028 • SAUDI ARABIA • TRANSIT
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 • CJ PR & CO, LONDON
C06/039 • CANADA • TRANSIT
TITLE • KITKAT SECURITY DETAIL
BRAND • KITKAT
PRODUCT • KITKAT FIVE FINGERS
CHOCOLATE BAR
ENTERED BY • COURAGE, TORONTO
IDEA CREATION • COURAGE, TORONTO
PRODUCTION • THE DELI, TORONTO
PR • COURAGE, TORONTO
D01/014 • ITALY • STANDARD SITES
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
E01/008 • NETHERLANDS • LOCAL BRAND
TITLE • SHOWROOM ON ICE
BRAND • LOODS 5
PRODUCT • HOME FURNISHING
ENTERED BY • OGILVY, AMSTERDAM
IDEA CREATION • OGILVY, AMSTERDAM
E02/008 • UNITED KINGDOM • CHALLENGER BRAND
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
E03/017 • FRANCE •
SINGLE - MARKET CAMPAIGN
TITLE • 2036
BRAND • ASSOCIATION ANTOINE ALL…NO
PRODUCT • ASSOCIATION ANTOINE ALL…NO
ENTERED BY • HAVAS PARIS
IDEA CREATION • HAVAS PARIS
PRODUCTION • PROSE ON PIXELS, PARIS / MAKE IT LIVE, PARIS
POST PRODUCTION • PROSE ON PIXELS, PARIS
E03/039 • HONG KONG SAR •
SINGLE - MARKET CAMPAIGN
TITLE • BACK TO KAI TAK
BRAND • CATHAY
PRODUCT • CATHAY
ENTERED BY • LEO HONG KONG
IDEA CREATION • LEO HONG KONG
MEDIA • LEO HONG KONG
PR • LEO HONG KONG
E05/045 • UNITED KINGDOM •
USE OF HUMOUR
TITLE • IKEA BRIGHTON STORE LAUNCH
BRAND • IKEA
PRODUCT • FURNITURE
ENTERED BY • MOTHER, LONDON
IDEA CREATION • MOTHER, LONDON
POST PRODUCTION • MOTHER MADE, LONDON
E08/005 • CANADA •
MARKET DISRUPTION
TITLE • LOOK FOR THE LEAF BRAND • MAPLE LEAF FOODS
PRODUCT • CANADIAN - MADE FMCG
ENTERED BY • NO FIXED ADDRESS, TORONTO
IDEA CREATION • NO FIXED ADDRESS, TORONTO
MEDIA • FUSE CREATE, TORONTO
E09/020 • UNITED KINGDOM •
CULTURAL ENGAGEMENT
TITLE • IT STARTS OUTSIDE
BRAND • DIRT IS GOOD | PERSIL
PRODUCT • PERSIL
ENTERED BY • FRANK, LONDON
IDEA CREATION • FRANK, LONDON / UNILEVER, LONDON
PRODUCTION • OFFCUT, LONDON
MEDIA • MINDSHARE, LONDON
PR • GOLIN, LONDON
POST PRODUCTION • LEMON LIZARD
PRODUCTIONS LTD, LONDON / MASSIVEMUSIC LONDON, LONDON / MOREIRA STUDIO, VESPASIANO / CURIOUS PRODUCTIONS, LONDON / TAG COLLECTIVE ARTS, LONDON
BRONZE LION
B01/019 • UNITED KINGDOM • CAMPAIGN
CONSUMER GOODS
TITLE • LISTENING
BRAND • KITKAT
PRODUCT • KITKAT
ENTERED BY • VML, LONDON
IDEA CREATION • VML, LONDON
PRODUCTION • JELLY, LONDON
MEDIA • OPENMIND UK, LONDON
B01/020 • UNITED KINGDOM • CAMPAIGN
CONSUMER GOODS
TITLE • STRUMMING
BRAND • KITKAT
PRODUCT • KITKAT
ENTERED BY • VML, LONDON
IDEA CREATION • VML, LONDON
PRODUCTION • JELLY, LONDON
MEDIA • OPENMIND UK, LONDON
B01/021 • UNITED KINGDOM • CAMPAIGN
CONSUMER GOODS
TITLE • READING
BRAND • KITKAT
PRODUCT • KITKAT
ENTERED BY • VML, LONDON
IDEA CREATION • VML, LONDON
PRODUCTION • JELLY, LONDON
MEDIA
• OPENMIND UK, LONDON
B01/022 • UNITED KINGDOM • CAMPAIGN
CONSUMER GOODS
TITLE • DAYDREAMING
BRAND • KITKAT
PRODUCT • KITKAT
ENTERED BY • VML, LONDON
IDEA CREATION • VML, LONDON
PRODUCTION • JELLY, LONDON
MEDIA
• OPENMIND UK, LONDON
B04/019 • UNITED KINGDOM • CAMPAIGN
TRAVEL/LEISURE/RETAIL/RESTAURANTS
TITLE • NEW YORK
BRAND • BRITISH AIRWAYS
PRODUCT • BRITISH AIRWAYS
ENTERED BY • UNCOMMON CREATIVE STUDIO, LONDON
IDEA CREATION • UNCOMMON CREATIVE STUDIO, LONDON
MEDIA
• MANNING GOTTLIEB OMD, LONDON
B04/020 • UNITED KINGDOM • CAMPAIGN
TRAVEL/LEISURE/RETAIL/RESTAURANTS
TITLE • THE PYRENEES
BRAND
• BRITISH AIRWAYS
PRODUCT • BRITISH AIRWAYS
ENTERED BY • UNCOMMON CREATIVE STUDIO, LONDON
IDEA CREATION • UNCOMMON CREATIVE STUDIO, LONDON
MEDIA • MANNING GOTTLIEB OMD, LONDON
B04/021 • UNITED KINGDOM • CAMPAIGN
TRAVEL/LEISURE/RETAIL/RESTAURANTS
TITLE • ABUJA
BRAND • BRITISH AIRWAYS
PRODUCT • BRITISH AIRWAYS
ENTERED BY • UNCOMMON CREATIVE STUDIO, LONDON
IDEA CREATION • UNCOMMON CREATIVE STUDIO, LONDON
MEDIA • MANNING GOTTLIEB OMD, LONDON
C01/007 • UNITED STATES • DISPLAYS
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
C02/019 • FINLAND •
INTERACTIVE/DYNAMIC DIGITAL SCREENS
TITLE • UKRAINE AIR RAID ALERTS Ñ
EMERGENCY BROADCAST SYSTEM HELSINKI
BRAND • UNICEF FINLAND
PRODUCT • FUNDRAISING FOR UKRAINE WAR VICTIMS
ENTERED BY • UNITED IMAGINATIONS, HELSINKI
IDEA CREATION • UNITED IMAGINATIONS, HELSINKI
MEDIA • JCDECAUX FINLAND, HELSINKI / BAUER MEDIA, HELSINKI / MEDIATEKO, HELSINKI / OCEAN OUTDOOR, HELSINKI / OUTSHINE, HELSINKI
PR • UNITED IMAGINATIONS, HELSINKI
C03/085 • BRAZIL •
SPECIAL BUILD
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
C04/014 • UNITED KINGDOM •
LIVE ADVERTISING AND EVENTS
TITLE • DIRTY BUSINESS
BRAND • CHANNEL 4
PRODUCT • DIRTY BUSINESS
ENTERED BY • 4CREATIVE, LONDON
IDEA CREATION • 4CREATIVE, LONDON / CHANNEL 4, LONDON
PRODUCTION • / BISCUIT FILMWORKS UK, LONDON / REVOLVER, SYDNEY
MEDIA • 4CREATIVE, LONDON / OMD, LONDON / TALON, LONDON
PR • THE CAST, LONDON
POST PRODUCTION • CURIOUS FILMS, LONDON / PLATFORM POST PRODUCTION, LONDON / PICTURE SHOP, IVER HEATH / 4STUDIO, LONDON
C05/028 • UNITED KINGDOM • INTERACTIVE/IMMERSIVE EXPERIENCES
TITLE • FATAL QUESTION
BRAND • STREETDOCTORS
PRODUCT • STREETDOCTORS
ENTERED BY • SAATCHI & SAATCHI, LONDON
IDEA CREATION • SAATCHI & SAATCHI, LONDON
PRODUCTION • BISCUIT FILMWORKS UK, LONDON / REVOLVER, SYDNEY
MEDIA • C-SCREENS LIMITED, LONDON / APX CONTENT VENTURES LONDON
PR • TAYLOR HERRING, LONDON
POST PRODUCTION • HARBOR, LONDON / MARSHALL STREET EDITORS, LONDON / MACHINE SHOP, LONDON / 750MPH, LONDON / TWENTY BELOW MUSIC, LONDON
C06/004 • GERMANY • TRANSIT
TITLE • MCDELIVERYÆ SPEED CAMERA ADS BRAND • MCDONALD’S PRODUCT • MCDELIVERY
ENTERED BY • SCHOLZ & FRIENDS, HAMBURG
IDEA CREATION • SCHOLZ & FRIENDS, HAMBURG
D02/033 • DENMARK • AMBIENT OUTDOOR
TITLE • WAOO “WIFI INVASION”
BRAND • WAOO
PRODUCT • WAOO WIFI
ENTERED BY • UNCLE GREY, COPENHAGEN
IDEA CREATION • UNCLE GREY, COPENHAGEN
PRODUCTION • UNCLE GREY, COPENHAGEN
MEDIA • UNCLE GREY, COPENHAGEN
PR • UNCLE GREY, COPENHAGEN
POST PRODUCTION
• UNCLE GREY, COPENHAGEN
AN OPEN LETTER TO THE INDUSTRY
THE AI ERA IS EXPOSING A HARD TRUTH
The AI conversation dominating Cannes this year is loud. But most of it is aimed at the wrong disruption.
Everyone’s debating what AI will do to the mechanics of marketing — content, planning, optimization, measurement. These are updates that are long overdue in an industry that has been in desperate need of innovation for decades.
But upgrades aren’t the real disruption on the horizon. The disruption is a reckoning against agencies that have too often treated transparency as a promise rather than a practice — and a revolution toward radical transparency, driven not by what AI enables, but by how it shifts the balance of power in the client-agency relationship.
For years, “transparency” has been one of this industry’s favorite words and one of its least kept promises — a bold headline on an early slide in the pitch deck that never gets mentioned again once the ink dries on the contract.
That era is over. Not because agencies suddenly saw the light, but because AI is about to make opaque solutions impossible to monetize.
D02/043 • CANADA •
AMBIENT OUTDOOR
TITLE • TD FRACTIONAL WINDOW SHOPPING BRAND • TD
PRODUCT • TD FRACTIONAL SHARES
ENTERED BY • OGILVY, TORONTO
IDEA CREATION • OGILVY, TORONTO
D02/057 • FRANCE •
AMBIENT OUTDOOR
TITLE • THE CATRACE
BRAND • DISTANCE X STRAVA
PRODUCT • DISTANCE
ENTERED BY • BETC, PARIS
IDEA CREATION • BETC, PARIS
PRODUCTION
• SOLDATS FILMS, PARIS / 1TO1 PARIS
PR
• BETC, PARIS
E01/027 • COLOMBIA • LOCAL BRAND
TITLE • ICEDENTITY
BRAND • AGUILA LIGHT
PRODUCT • BEER
ENTERED BY • DAVID, BOGOTA
IDEA CREATION
• DAVID, BOGOTA
PRODUCTION • PARCHE FILMS, BOGOTA
MEDIA • ZENITH, BOGOTA
E02/012 • SINGAPORE •
CHALLENGER BRAND
TITLE • A.I. IRRESPONSIBLY
BRAND • BREWLANDER
PRODUCT • BREWLANDER BEER
ENTERED BY • BLKJ HAVAS, SINGAPORE IDEA CREATION • BLKJ HAVAS, SINGAPORE
E02/021 • CANADA •
CHALLENGER BRAND
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
E03/087 • SINGAPORE •
SINGLE - MARKET CAMPAIGN
TITLE • ROOFTOP REVIVAL
BRAND • HEINEKEN
PRODUCT
• HEINEKEN
ENTERED BY • LEPUB, SINGAPORE
IDEA CREATION
• LEPUB, SINGAPORE / LEPUB, MILAN
PRODUCTION
• LEPUB, SINGAPORE / LEPUB, MILAN / CORE -A STUDIOS, SEOUL
MEDIA • REDSTAR, LONDON / REDSTAR, SEOUL
PR • LEPUB, SINGAPORE / LEPUB, MILAN / THE ROMANS, LONDON / PNC PARTNERS, SEOUL
POST PRODUCTION • LEPUB, SINGAPORE / CORE -A STUDIOS, SEOUL / PRODIGIOUS SINGAPORE / NEON SOUND, SINGAPORE
E04/051 • CANADA •
SOCIAL BEHAVIOUR
TITLE • LOOK FAMILIAR?
BRAND • HEINZ KETCHUP
PRODUCT • KRAFT HEINZ
ENTERED BY • RETHINK, TORONTO
IDEA CREATION
• RETHINK, TORONTO
MEDIA • CARAT, CHICAGO / CARAT, TORONTO
PR • ZENO GROUP, CHICAGO / ZENO GROUP, TORONTO
POST PRODUCTION • SCHOOL EDITING, TORONTO / GRAYSON MUSIC, TORONTO
E04/067 • CANADA •
SOCIAL BEHAVIOUR
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
E06/006 • UNITED STATES • BREAKTHROUGH ON A BUDGET
TITLE • STEPH CURRY SHOOTS THE MOON
BRAND • RANDOM HOUSE PUBLISHING GROUP
PRODUCT • “SHOT READY” BY STEPH CURRY
ENTERED BY • KNOWN, NEW YORK
IDEA CREATION • KNOWN, NEW YORK
MEDIA • OUTFRONT, NEW YORK
E08/015 • BRAZIL •
MARKET DISRUPTION
TITLE • SOCIALIZING BILLBOARDS
BRAND • HEINEKEN/IFOOD/MISCI
PRODUCT • HEINEKEN
ENTERED BY • LEPUB, SAO PAULO
IDEA CREATION • LEPUB, SAO PAULO
PRODUCTION • PUBLICIS PRODUCTION, SAO PAULO
MEDIA • LEPUB, SAO PAULO
PR • LEMA+ , SAO PAULO
CLASSIC
Grand Prix
PRINT & PUBLISHING
LOOK FAMILIAR?
HEINZ KETCHUP
RETHINK, TORONTO CANADA
GRAND PRIX
D08/006 • CANADA • MARKET DISRUPTION
TITLE • LOOK FAMILIAR?
BRAND • HEINZ KETCHUP
PRODUCT • KRAFT HEINZ
ENTERED BY • RETHINK, TORONTO
IDEA CREATION • RETHINK, TORONTO
MEDIA • CARAT, CHICAGO / CARAT, TORONTO
PR
• ZENO GROUP, CHICAGO / ZENO GROUP, TORONTO
POST PRODUCTION • SCHOOL EDITING, TORONTO / GRAYSON MUSIC, TORONTO
GOLD LION
A01/037 • UNITED STATES • CAMPAIGN
CONSUMER GOODS
TITLE • ICONIC HOME - ORIGINAL
BRAND • DUNKIN’ AT HOME
PRODUCT • DUNKIN’ AT HOME
ENTERED BY • BBH, NEW YORK
IDEA CREATION • BBH, NEW YORK
PRODUCTION • HARBOR PICTURE COMPANY, NEW YORK
MEDIA • ZENITH, NEW YORK
A01/038 • UNITED STATES • CAMPAIGN
CONSUMER GOODS
TITLE • ICONIC HOME - FRENCH VANILLA
BRAND • DUNKIN’ AT HOME
PRODUCT • DUNKIN’ AT HOME
ENTERED BY • BBH, NEW YORK
IDEA CREATION • BBH, NEW YORK
PRODUCTION • HARBOR PICTURE COMPANY, NEW YORK
MEDIA • ZENITH, NEW YORK
A01/039 • UNITED STATES • CAMPAIGN
CONSUMER GOODS
TITLE • ICONIC HOME - MIDNIGHT
BRAND • DUNKIN’ AT HOME
PRODUCT • DUNKIN’ AT HOME
ENTERED BY • BBH, NEW YORK
IDEA CREATION • BBH, NEW YORK
PRODUCTION • HARBOR PICTURE COMPANY, NEW YORK
MEDIA • ZENITH, NEW YORK
C01/005 • FRANCE •
INNOVATIVE PRINT & PUBLISHING
TITLE • THE TROJAN FAX
BRAND • IUCN FRENCH COMMITTEE X FUJIFILM PRINT
PRODUCT • IUCN FRENCH COMMITTEE
(INTERNATIONAL UNION FOR CONSERVATION OF NATURE)
ENTERED BY • BETC, PARIS
IDEA CREATION • BETC, PARIS
PRODUCTION • PROSE ON PIXELS, PARIS / LA-BO, PARIS
MEDIA • BETC, PARIS
SILVER LION
A01/024 • SWEDEN • CAMPAIGN
CONSUMER GOODS
TITLE • “LOS CAMPEONES” RESTAURANT
BRAND • AMSTEL
PRODUCT • AMSTEL
ENTERED BY • INGO, STOCKHOLM
IDEA CREATION • INGO, STOCKHOLM / OGILVY, AMSTERDAM
PRODUCTION • FAR MEDIA, MADRID / HOOKED MUSIC, HAMBURG
A01/025 • SWEDEN • CAMPAIGN
CONSUMER GOODS
TITLE • “LO DE FACU” PUB
BRAND • AMSTEL
PRODUCT • AMSTEL
ENTERED BY • INGO, STOCKHOLM
IDEA CREATION • INGO, STOCKHOLM / OGILVY, AMSTERDAM
PRODUCTION • FAR MEDIA, MADRID / HOOKED MUSIC, HAMBURG
A01/026 • SWEDEN • CAMPAIGN
CONSUMER GOODS
TITLE • “LA GUITARRITA” BAR
BRAND • AMSTEL
PRODUCT • AMSTEL
ENTERED BY • INGO, STOCKHOLM
IDEA CREATION • INGO, STOCKHOLM / OGILVY, AMSTERDAM
PRODUCTION • FAR MEDIA, MADRID / HOOKED MUSIC, HAMBURG
D03/007 • BRAZIL •
SINGLE-MARKET CAMPAIGN
TITLE • NO BLUE, NO GREEN
BRAND • SOS OCEANO
PRODUCT • SOS OCEANO
ENTERED BY • DROGA5, PART OF ACCENTURE SONG, SAO PAULO
IDEA CREATION • DROGA5, PART OF ACCENTURE SONG, SAO PAULO
PRODUCTION • BLACK MADRE, SAO PAULO / BUMBLEBEAT, SAO PAULO / FLUXA FILMES, SAO PAULO / JOULES & JOULES, SAO PAULO / ESTUDIO ELASTICO, SAO PAULO
MEDIA • PROJETEMOS, SAO PAULO
PR • DROGA5, PART OF ACCENTURE SONG, SAO PAULO / VSK PUBLIC RELATIONS, NEW YORK
D03/019 • CANADA • SINGLE-MARKET CAMPAIGN
TITLE • SILENT EDITION
BRAND • JEEP
PRODUCT • JEEP
ENTERED BY • PUBLICIS CANADA, TORONTO
IDEA CREATION • PUBLICIS CANADA, TORONTO
PRODUCTION • THEPUB PRODUCTIONS, TORONTO / SATELITE AUDIO, SAO PAULO
MEDIA • STARCOM, TORONTO
D07/005 • BRAZIL •
CSR
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
BRONZE LION
A01/043 • UNITED ARAB EMIRATES • CONSUMER GOODS
TITLE • IS THAT A PINNTORP?
BRAND • IKEA ALSULAIMAN
PRODUCT • IKEA FURNITURE COLLECTION
ENTERED BY • MEMAC OGILVY, DUBAI
IDEA CREATION • MEMAC OGILVY, DUBAI
PRODUCTION • PAPER CUTS, DUBAI
POST PRODUCTION • STUDIO NUTS, RIO DE JANEIRO
A07/005 • UNITED STATES • CAMPAIGN
NFP/CHARITY/GOVERNMENT
TITLE • GEORGIA
BRAND • CHANGE THE REF
PRODUCT • CHANGE THE REF
ENTERED BY • ALMA, MIAMI
IDEA CREATION • ALMA, MIAMI
PRODUCTION • OMNICOM STUDIOS, MIAMI
POST PRODUCTION • OMNICOM STUDIOS, MIAMI
A07/006 • UNITED STATES • CAMPAIGN NFP/CHARITY/GOVERNMENT
TITLE • MISSOURI
BRAND • CHANGE THE REF
PRODUCT • CHANGE THE REF
ENTERED BY • ALMA, MIAMI
IDEA CREATION • ALMA, MIAMI
PRODUCTION • OMNICOM STUDIOS, MIAMI
POST PRODUCTION • OMNICOM STUDIOS, MIAMI
A07/007 • UNITED STATES • CAMPAIGN
NFP/CHARITY/GOVERNMENT
TITLE • PENNSYLVANIA
BRAND • CHANGE THE REF
PRODUCT • CHANGE THE REF
ENTERED BY • ALMA, MIAMI
IDEA CREATION • ALMA, MIAMI
PRODUCTION • OMNICOM STUDIOS, MIAMI
POST PRODUCTION • OMNICOM STUDIOS, MIAMI
D02/005 • FRANCE • CHALLENGER BRAND
TITLE • LET’S END FAST TECH BRAND • BACK MARKET
PRODUCT • REFURBISHED ELECTRONICS MARKETPLACE
ENTERED BY • MARCEL, PARIS
IDEA CREATION • MARCEL, PARIS
D04/027 • SWEDEN •
SOCIAL BEHAVIOUR
TITLE • WHEREVER LIFE GOES
BRAND • IKEA
PRODUCT • IKEA
ENTERED BY • NOA AKESTAM HOLST, STOCKHOLM
IDEA CREATION • NOA AKESTAM HOLST, STOCKHOLM
PRODUCTION • B-REEL FILMS, STOCKHOLM
PR • NOA AKESTAM HOLST, STOCKHOLM
D04/028 • UNITED STATES • SOCIAL BEHAVIOUR
TITLE • 30UNDER30
BRAND • CHANGE THE REF
PRODUCT • CHANGE THE REF
ENTERED BY • FOUNDERS, MIAMI
IDEA CREATION • FOUNDERS, MIAMI
PRODUCTION • TOO MANY MUCH, MIAMI
D09/012 • UNITED KINGDOM • CULTURAL ENGAGEMENT
TITLE • IT STARTS OUTSIDE
BRAND • DIRT IS GOOD | PERSIL
PRODUCT • PERSIL
ENTERED BY • FRANK, LONDON
IDEA CREATION • FRANK, LONDON / UNILEVER, LONDON
PRODUCTION • OFFCUT, LONDON
MEDIA • MINDSHARE, LONDON
PR • GOLIN, LONDON
POST PRODUCTION • LEMON LIZARD
PRODUCTIONS LTD, LONDON / MASSIVEMUSIC LONDON, LONDON / MOREIRA STUDIO, VESPASIANO / CURIOUS PRODUCTIONS, LONDON / TAG COLLECTIVE ARTS, LONDON
Grand Prix
AUDIO & RADIO
COQUÍ ALARMED
HYUNDAI PUERTO RICO
BBDO PUERTO RICO, GUAYNABO
PUERTO RICO
GRAND PRIX
C03/013 • PUERTO RICO •
SINGLE-MARKET CAMPAIGN
TITLE • COQUÍ ALARMED
BRAND • HYUNDAI PUERTO RICO
PRODUCT • HYUNDAI
ENTERED BY • BBDO PUERTO RICO, GUAYNABO
IDEA CREATION • BBDO PUERTO RICO, GUAYNABO
PRODUCTION • MACARENA, BOGOTA
MEDIA • BBDO PUERTO RICO, GUAYNABO
PR • BBDO PUERTO RICO, GUAYNABO
POST PRODUCTION • MARA FILMS, BOGOTA
GOLD LION
A06/017 • CANADA •
AUDIO-LED CREATIVITY
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
B01/011 • BRAZIL • USE OF MUSIC
TITLE • SEARCHING FOR BIRDS ON WIRES
BRAND • ABRADEE
PRODUCT • INSTITUTIONAL
ENTERED BY • AFRICA CREATIVE, SAO PAULO
IDEA CREATION • AFRICA CREATIVE, SAO PAULO
PRODUCTION • MUGSHOT, SAO PAULO
SILVER LION
A01/016 • FRANCE •
USE OF AUDIO & RADIO AS A MEDIUM
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
C02/001 • INDIA • CHALLENGER BRAND
TITLE • THE UNOFFICIAL OFFICIAL SOUND OF F1 BRAND • STING
PRODUCT • STING
ENTERED BY • LEO INDIA, MUMBAI
IDEA CREATION • LEO INDIA, MUMBAI
C04/027 • 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
C06/006 • ARGENTINA • BREAKTHROUGH ON A BUDGET
TITLE • DOORBELL ADS
BRAND • MERCADO LIBRE
PRODUCT • MERCADO LIBRE
ENTERED BY • GUT, BUENOS AIRES
IDEA CREATION • GUT, BUENOS AIRES
PRODUCTION • BAMBA MUSIC, BUENOS AIRES
D04/026 • MAINLAND CHINA • TRAVEL/LEISURE/RETAIL/RESTAURANTS
TITLE • THE YANGZHOU QIAO BEI MUSICAL SUITE
BRAND • YANGZHOU MUNICIPAL BUREAU OF CULTURE, RADIO, TV AND TOURISM, CHINA
PRODUCT • TO PROMOTE BATHHOUSE
CULTURE AND THE CITY OF YANGZHOU
ENTERED BY • TBWA\CHINA, SHANGHAI
IDEA CREATION • TBWA\CHINA, SHANGHAI
PRODUCTION • MOD MEDIA, SHANGHAI / BLACK CAT WHITE CAT MUSIC, TOKYO
BRONZE LION
B01/004 • UNITED STATES • USE OF MUSIC
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
B03/036 • SOUTH AFRICA • CAMPAIGN
SCRIPT
TITLE • HEALING ERA
BRAND • HANSA PILSENER
PRODUCT • HANSA PILSENER
ENTERED BY • JOE PUBLIC, JOHANNESBURG
IDEA CREATION • JOE PUBLIC, JOHANNESBURG PRODUCTION • STUDIJOE, JOHANNESBURG
B03/037 • SOUTH AFRICA • CAMPAIGN
SCRIPT
TITLE • THE HUSTLE
BRAND • HANSA PILSENER
PRODUCT • HANSA PILSENER
ENTERED BY • JOE PUBLIC, JOHANNESBURG
IDEA CREATION • JOE PUBLIC, JOHANNESBURG PRODUCTION • STUDIJOE, JOHANNESBURG
B03/038 • SOUTH AFRICA • CAMPAIGN
SCRIPT
TITLE • DELULU IS THE SOLULU
BRAND • HANSA PILSENER
PRODUCT • HANSA PILSENER
ENTERED BY • JOE PUBLIC, JOHANNESBURG
IDEA CREATION • JOE PUBLIC, JOHANNESBURG
PRODUCTION • STUDIJOE, JOHANNESBURG
C05/010 • UNITED STATES •
USE OF HUMOUR
TITLE • BEAT CANCER OFF
BRAND • FUCK CANCER
PRODUCT • BEAT CANCER OFF
ENTERED BY • VML, NEW YORK
IDEA CREATION • VML HEALTH, NEW YORK
PRODUCTION • JAMUTE, SAO PAULO / DIRTY WORK, SAO PAULO
PR • VML, NEW YORK
C05/017 • NEW ZEALAND • USE OF HUMOUR
TITLE • ADS IN MY PHONE CALL
BRAND • SKINNY
PRODUCT • SKINNY MOBILE
ENTERED BY • COLENSO BBDO, AUCKLAND
IDEA CREATION • COLENSO BBDO, AUCKLAND
PRODUCTION • RADLAB, AUCKLAND
MEDIA • PHD, AUCKLAND
C07/002 • UNITED KINGDOM •
CSR
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
C07/006 • JAPAN • CSR
TITLE • VOICE OF FOOD
BRAND • AJINOMOTO CO., INC.
PRODUCT • VOICE OF FOOD
ENTERED BY • DENTSU INC., TOKYO
IDEA CREATION • DENTSU INC., TOKYO
PRODUCTION • KOME INC., TOKYO / TYO INC., TOKYO / IE3, TOKYO / DADAB, TOKYO
MEDIA • DENTSU INC., TOKYO
PR • MATERIAL, TOKYO
D07/005 • GERMANY • NFP/CHARITY/GOVERNMENT
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
Grand Prix
CREATIVE BRAND
CREATIVITY AT SCALE
ABINBEV
ANHEUSER-BUSCH INBEV, LEUVEN
BELGIUM
GRAND PRIX
A01/001 • BELGIUM •
TALENT AND WORKPLACE CULTURE
TITLE • ABINBEV: CREATIVITY AT SCALE
BRAND • ABINBEV
PRODUCT • BEER
ENTERED BY • ANHEUSER-BUSCH INBEV, LEUVEN
CREATIVE BRAND LION
A02/003 • UNITED STATES •
COLLAB & PARTNERSHIP MODELS
TITLE • MASTERCARD
BRAND • MASTERCARD
PRODUCT • MASTERCARD
ENTERED BY • MASTERCARD, NEW YOR CITY
Grand Prix FOR GOOD
VEHICLE OF HOPE CARITAS
DIFFER, STOCKHOLM SWEDEN
Grand Prix
PHARMA
RELAX YOUR TIGHT END NOVARTIS
FALLON, MINNEAPOLIS UNITED STATES
GRAND PRIX
A02/13002
• UNITED STATES •
UNBRANDED PRODUCT/SERVICE PROMO
TITLE • RELAX YOUR TIGHT END
BRAND • NOVARTIS
PRODUCT • NOVARTIS
ENTERED BY • FALLON, MINNEAPOLIS
IDEA CREATION • FALLON, MINNEAPOLIS
PRODUCTION • PRETTYBIRD, CULVER CITY
MEDIA • N2, NEW YORK
PR
• MSL, NEW YORK
POST PRODUCTION • WORK EDITORIAL, NEW YORK / PARLIAMENT, LOS ANGELES / RARE MEDIUM, NEW YORK / HARBOR, NEW YORK
GOLD LION
A01/8003 • MAINLAND CHINA •
PRODUCT OR SERVICE PROMOTION
TITLE • VIAGRA BLUE BRANDS
BRAND • VIATRIS
PRODUCT • VIAGRA
ENTERED BY • OGILVY, SHANGHAI
IDEA CREATION • OGILVY, SHANGHAI
PRODUCTION • SHOOTING GALLERY, SHANGHAI
SILVER LION
A02/51005 • UNITED STATES •
UNBRANDED PRODUCT/SERVICE PROMO
TITLE • RELAX YOUR TIGHT END
BRAND • NOVARTIS
PRODUCT • NOVARTIS
ENTERED BY • FALLON, MINNEAPOLIS
IDEA CREATION • FALLON, MINNEAPOLIS
PRODUCTION • PRETTYBIRD, CULVER CITY
MEDIA • N2, NEW YORK
PR
• MSL, NEW YORK
POST PRODUCTION • WORK EDITORIAL, NEW YORK / PARLIAMENT, LOS ANGELES / RARE MEDIUM, NEW YORK / HARBOR, NEW YORK
C03/50001 • SPAIN •
DISEASE AWARENESS: DTP OR HCP
TITLE • THE SAFE PACK BRAND • TUPHARMA 365
PRODUCT • THE SAFE PACK
ENTERED BY • VML, MADRID
IDEA CREATION • VML, MADRID
PRODUCTION • CANJA AUDIO CULTURE, SAO PAULO
BRONZE LION
A01/56003 • CANADA •
PRODUCT OR SERVICE PROMOTION
TITLE • ANIMAL ATTRACTION
BRAND • GILEAD SCIENCES CANADA
PRODUCT • DESCOVY
ENTERED BY • THE LOCAL COLLECTIVE, TORONTO
IDEA CREATION • THE LOCAL COLLECTIVE, TORONTO
B03/13002 • INDIA •
DISEASE AWARENESS: DTP OR HCP
TITLE • SAWAAL UTHAO
BRAND • TATA 1MG
PRODUCT • MEDICINES
ENTERED BY • HUMOUR ME, NEW DELHI
IDEA CREATION • HUMOUR ME, NEW DELHI
PRODUCTION • HUMOUR ME, NEW DELHI
POST PRODUCTION • HUMOUR ME, NEW DELHI
B04/44001 • UNITED STATES •
HEALTHCARE PROFESSIONAL ENGAGEMENT
TITLE • SEE A SEIZURE
BRAND • JAZZ PHARMACEUTICALS
PRODUCT • SEE A SEIZURE
ENTERED BY • 21GRAMS, NEW YORK
IDEA CREATION • 21GRAMS, NEW YORK
PRODUCTION • ROOM42, NEW YORK / UNTOLD STUDIOS, NEW YORK
POST PRODUCTION • ROOM42, NEW YORK
Grand Prix HEALTH
& WELLNESS
THE PERIODIC FABLE THE ORDINARY
SMUGGLER, LONDON
UNITED KINGDOM
GRAND PRIX
B01/15006 • UNITED KINGDOM • BRAND - LED EDUCATION & AWARENESS
TITLE • THE PERIODIC FABLE
BRAND • THE ORDINARY
PRODUCT • THE ORDINARY
ENTERED BY • SMUGGLER, LONDON
IDEA CREATION • UNCOMMON CREATIVE STUDIO, LONDON
PRODUCTION • SMUGGLER, LONDON
GOLD LION
A03/51009 • UNITED KINGDOM •
OTC PRODUCTS
TITLE • ART’S MISSING PERIOD
BRAND • KOTEX
PRODUCT • KOTEX
ENTERED BY • DAVID, LONDON
IDEA CREATION • DAVID, LONDON / OGILVY SINGAPORE
PRODUCTION • WPP PRODUCTION, LONDON / OBJECT AND ANIMAL, LONDON / 750MPH, LONDON
PR • ALISON BROD MARKETING AND COMMUNICATIONS, NEW YORK
B01/53007 • CANADA •
BRAND - LED EDUCATION & AWARENESS
TITLE • SUPERNOVA ADAPTIVE
BRAND • ADIDAS
PRODUCT • ADIDAS
ENTERED BY • TBWA\CANADA, TORONTO
IDEA CREATION • TBWA\CANADA, TORONTO PRODUCTION • OMNICOM PRODUCTION, TORONTO / OVERFLOW PRODUCTIONS, ORLANDO / MIRROR3D VFX, TORONTO / SUNEEVA, TORONTO / SAWTOOTH STUDIOS, ORLANDO
POST PRODUCTION • NIMIOPERE, TORONTO / ALTER EGO, TORONTO / CITIZEN MUSIC, SANTA MONICA / OSO AUDIO, TORONTO / MOTOMOTUS, TORONTO
B02/9010 • SWEDEN •
NON - PROFIT ADVOCACY & FUNDRAISING
TITLE • VEHICLE OF HOPE
BRAND • CARITAS
PRODUCT • CARITAS
ENTERED BY • DIFFER, STOCKHOLM
IDEA CREATION • DIFFER, STOCKHOLM / COLONY, STOCKHOLM
PRODUCTION • COLONY, STOCKHOLM
PR • DIFFER, STOCKHOLM
B02/56003 • UNITED STATES •
NON - PROFIT ADVOCACY & FUNDRAISING
TITLE • BEAT CANCER OFF
BRAND • FUCK CANCER
PRODUCT • BEAT CANCER OFF ENTERED BY • VML, NEW YORK
IDEA CREATION • VML HEALTH, NEW YORK
PRODUCTION • JAMUTE, SAO PAULO / DIRTY WORK, SAO PAULO
PR • VML, NEW YORK
C02/8006 • BRAZIL •
HEALTH SERVICES & FACILITIES
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
SILVER LION
A01/55001 • BRAZIL •
OTC ORAL MEDICINES
TITLE • THE PAID RELIEF, NA CONTA DA DOR
BRAND • OPELLA
PRODUCT • DORFLEX
ENTERED BY • PUBLICIS BRASIL, SAO PAULO
IDEA CREATION • PUBLICIS BRASIL, SAO PAULO
MEDIA • MONKS, SAO PAULO
A03/14001 • UNITED STATES •
OTC PRODUCTS
TITLE • OWN YOUR FLOW
BRAND • KOTEX
PRODUCT • KOTEX TAMPONS
ENTERED BY • MCCANN, NEW YORK
IDEA CREATION • MCCANN, NEW YORK
PRODUCTION
• MJZ, LOS ANGELES
POST PRODUCTION • MELT, BARCELONA / WORK EDITORIAL, NEW YORK
B01/11001 • AUSTRALIA •
BRAND - LED EDUCATION & AWARENESS
TITLE • MAGNIF - EYE
BRAND • 1001 OPTOMETRY
PRODUCT • 1001 OPTOMETRY
ENTERED BY • VML, SYDNEY
IDEA CREATION • VML, SYDNEY
PRODUCTION • VML, SYDNEY
MEDIA • WORD OF MOUTH, SYDNEY
PR • BURSON, SYDNEY
POST PRODUCTION • VML, SYDNEY
B01/12005 • UNITED KINGDOM •
BRAND - LED EDUCATION & AWARENESS
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
B01/25001 • INDIA •
BRAND - LED EDUCATION & AWARENESS
TITLE • INDIANIS DENTRIS
BRAND • COLGATE
PRODUCT • COLGATE TOOTHBRUSH
ENTERED BY • THE REFINERY, MUMBAI
IDEA CREATION • BRAND DAVID COMMUNICATIONS, MUMBAI
PRODUCTION • THE REFINERY, MUMBAI
B01/50019 • CANADA •
BRAND - LED EDUCATION & AWARENESS
TITLE • THE UNDROPPED KIT
BRAND • ASICS
PRODUCT • ASICS UNDROPPED KIT
ENTERED BY • GUT, TORONTO
IDEA CREATION • GUT, TORONTO / GOLIN KETCHUM, LONDON
PRODUCTION • GOLIN KETCHUM, LONDON
PR • GOLIN KETCHUM, LONDON
B02/22005 • CANADA •
NON - PROFIT ADVOCACY & FUNDRAISING
TITLE • INFINITE SAREE
BRAND • RED DOT FOUNDATION - PUBLIC HEALTH CAMPAIGN IN INDIA
PRODUCT • INFINITE SAREE
ENTERED BY • KLICK HEALTH, TORONTO
IDEA CREATION • KLICK HEALTH, TORONTO
PRODUCTION • LIGHT FARM, RIO DE JANEIRO / LIGHT FARM, RIO DE JANEIRO
MEDIA • KLICK HEALTH, TORONTO
PR
• KLICK HEALTH, TORONTO / MEDIAMEDIC, MUMBAI
POST PRODUCTION • TA2 SOUND + MUSIC, TORONTO
B02/38004 • FRANCE • NON - PROFIT ADVOCACY & FUNDRAISING
TITLE • 2036
BRAND • ASSOCIATION ANTOINE ALLÉNO
PRODUCT • ASSOCIATION ANTOINE ALLÉNO
ENTERED BY • HAVAS PARIS
IDEA CREATION • HAVAS PARIS
PRODUCTION • PROSE ON PIXELS, PARIS / MAKE IT LIVE, PARIS
POST PRODUCTION • PROSE ON PIXELS, PARIS
C01/12004 • UNITED STATES • CORPORATE IMAGE & COMMUNICATION
TITLE • FAIR PLAY
BRAND • MISTERIO PUBLICO DO DISTRITO FEDERAL ( PUBLIC PROSECUTOR’S OFFICE OF DF )
PRODUCT • FAIR PLAY
ENTERED BY • OGILVY HEALTH, NEW YORK
IDEA CREATION • OGILVY HEALTH, NEW YORK
PRODUCTION • WIDELABS, PORTO ALEGRE / STUDIO MOL, SAO PAULO / LADO STUDIOS, SAO PAULO / BUMBLEBEAT, SAO PAULO / FAMOUS WHO, LOS ANGELES
POST PRODUCTION • BIG STUDIO, SÃO PAULO
C02/54002 • BRAZIL • HEALTH SERVICES & FACILITIES
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 BRONZE LION
A02/55001 • SINGAPORE •
OTC APPLICATIONS
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
A03/9001
• UNITED STATES •
OTC PRODUCTS
TITLE • THE 58 YEAR OLD ROOKIE
BRAND • OPELLA
PRODUCT • ASPERCREME
ENTERED BY • MARTIN, RICHMOND
IDEA CREATION • MARTIN, RICHMOND
MEDIA • HAVAS MEDIA, NEW YORK
PR • MARTIN, RICHMOND
A03/50004 • UNITED KINGDOM •
OTC PRODUCTS
TITLE • ART’S MISSING PERIOD
BRAND • KOTEX
PRODUCT • KOTEX
ENTERED BY • DAVID, LONDON
IDEA CREATION • DAVID, LONDON / OGILVY
SINGAPORE
PRODUCTION • WPP PRODUCTION, LONDON / OBJECT AND ANIMAL, LONDON / 750MPH, LONDON
PR • ALISON BROD MARKETING AND COMMUNICATIONS, NEW YORK
A05/50005 • GERMANY •
HEALTH & WELLNESS TECH
TITLE • HEARAPY
BRAND • SAMSUNG
PRODUCT • GALAXY BUDS
ENTERED BY • LEO, FRANKFURT
IDEA CREATION • LEO, FRANKFURT
A05/50006 • UNITED STATES •
HEALTH & WELLNESS TECH
TITLE • NO FRAME MISSED
BRAND • APPLE
PRODUCT • IPHONE
ENTERED BY • TBWA\MEDIA ARTS LAB, LOS
ANGELES
IDEA CREATION
• TBWA\MEDIA ARTS LAB, LOS ANGELES
PRODUCTION • O2 FILMES, SAO PAULO /
SATELITE AUDIO, SAO PAULO
MEDIA • OMD USA, CALIFORNIA
POST PRODUCTION • PSYCHONLOOK, SAO PAULO / PSYCHONLOOK, SAO PAULO
B01/9013 • UNITED STATES • BRAND - LED EDUCATION & AWARENESS
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
B01/13002 • FRANCE •
BRAND - LED EDUCATION & AWARENESS
TITLE • COLORFOOD
BRAND • AUCHAN
PRODUCT • CHILDREN’S BALANCED MEAL TRAY
ENTERED BY • TBWA PARIS
IDEA CREATION • TBWA PARIS
PRODUCTION • \ELSE, PARIS / EG + WORLDWIDE, PARIS / STUDIO RAFALE, BORDEAUX / EKOBO SAS, PARIS
MEDIA • HAVAS MEDIA, PARIS
B01/15004 • GREECE •
BRAND - LED EDUCATION & AWARENESS
TITLE • ESCAPE VEHICLE
BRAND • TOYOTA
PRODUCT • TOYOTA
ENTERED BY • OGILVY, ATHENS
IDEA CREATION • OGILVY, ATHENS
PRODUCTION • FOSS PRODUCTIONS, ATHENS
MEDIA • OGILVY, ATHENS
B01/19003 • MEXICO •
BRAND - LED EDUCATION & AWARENESS
TITLE • THE SHOOTING
BRAND • NEWSPAPER LA UNION AND ARTICLE 19
PRODUCT • NEWSPAPER LA UNION AND ARTICLE 19
ENTERED BY • GREY, MEXICO CITY
IDEA CREATION • GREY, MEXICO CITY
PRODUCTION • ORIENTAL FILMS, MEXICO CITY
POST PRODUCTION • ORIENTAL FILMS, MEXICO CITY
B01/51002 • FRANCE •
BRAND - LED EDUCATION & AWARENESS
TITLE • UNLOVED
BRAND • INTERMARCHÉ
PRODUCT • RETAIL
ENTERED BY • ROMANCE, PARIS
IDEA CREATION • ROMANCE, PARIS
PRODUCTION • WIZZ, PARIS / DIVINE, PARIS / SCHMOOZE, PARIS
MEDIA • ZENITH MEDIA, PARIS
B02/14006 • UNITED STATES •
NON - PROFIT ADVOCACY & FUNDRAISING
TITLE • BEAT CANCER OFF
BRAND • FUCK CANCER
PRODUCT • BEAT CANCER OFF
ENTERED BY • VML, NEW YORK
IDEA CREATION • VML HEALTH, NEW YORK
PRODUCTION • JAMUTE, SAO PAULO / DIRTY WORK, SAO PAULO
PR • VML, NEW YORK
B02/16004 • INDIA •
NON - PROFIT ADVOCACY & FUNDRAISING
TITLE • RENU VS THE CITY
BRAND • ST. JUDE INDIA CHILDCARE CENTRES
PRODUCT • ST. JUDE INDIA CHILDCARE
CENTRES
ENTERED BY • OGILVY, MUMBAI
IDEA CREATION • OGILVY, MUMBAI
PRODUCTION • HUNGRY FILMS, MUMBAI
C04/9001 • SWEDEN •
HOLISTIC WELLBEING & MINDFUL LIVING
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
D01/13001 • BRAZIL •
ANIMAL HEALTH
TITLE • PEDIGREE CARAMELO BRAND • PEDIGREE
PRODUCT • PEDIGREE
ENTERED BY • ALMAPBBDO, SAO PAULO
IDEA CREATION • ALMAPBBDO, SAO PAULO
PRODUCTION • BLACK MADRE, SAO PAULO / SURREAL HOTEL ARTS, SAO PAULO / RAW AUDIO, SAO PAULO
MEDIA • ESSENCEMEDIACOM, SAO PAULO
PR • GIUSTI CREATIVE PR, SAO PAULO / IMAGEM CORPORATIVA, SAO PAULO
POST PRODUCTION • GAFANHOTTO POST, SAO PAULO
D01/50006 • CANADA •
ANIMAL HEALTH
TITLE • PROTEST MARCH OF THE PENGUINS
BRAND • PENGUINS INTERNATIONAL
PRODUCT • PENGUINS INTERNATIONAL
ENTERED BY • RETHINK, TORONTO IDEA CREATION • RETHINK, TORONTO
PR • RETHINK, TORONTO
Grand Prix CREATIVE
B2B
THE FAROE ISLANDS SPACE PROGRAM SKF
NORD, STOCKHOLM SWEDEN
GRAND PRIX
A11/032 • SWEDEN • CRAFT IN B2B
TITLE • THE FAROE ISLANDS SPACE PROGRAM
BRAND • SKF
PRODUCT • TECHNICAL SOLUTIONS AND INNOVATIONS, BEARINGS, SEALS AND LUBRICATION
ENTERED BY • NORD, STOCKHOLM
IDEA CREATION • NORD, STOCKHOLM GOLD LION
A02/029 • THAILAND •
BRAND EXPERIENCE
TITLE • SOIL STAY
BRAND • TRA MONGKUT FERTILIZER
PRODUCT • TRA MONGKUT FERTILIZER
ENTERED BY • VML, BANGKOK
IDEA CREATION • VML, BANGKOK
PR • VERVE PR, BANGKOK
A04/024 • ITALY •
TARGETING & ENGAGEMENT
TITLE • TOCAYOS
BRAND • HEINEKEN
PRODUCT • HEINEKEN BEER
ENTERED BY • LEPUB, MILAN
IDEA CREATION • LEPUB, MILAN
PRODUCTION • ANTIESTATICO, MADRID SILVER LION
A04/006 • FRANCE •
TARGETING & ENGAGEMENT
TITLE • THE TROJAN FAX
BRAND • IUCN FRENCH COMMITTEE X FUJIFILM PRINT
PRODUCT • IUCN FRENCH COMMITTEE (INTERNATIONAL UNION FOR CONSERVATION OF NATURE)
ENTERED BY • BETC, PARIS
IDEA CREATION • BETC, PARIS
PRODUCTION • PROSE ON PIXELS, PARIS / LABO, PARIS
MEDIA • BETC, PARIS
A10/035 • NEW ZEALAND • MARKET DISRUPTION
TITLE • REVERSE MEDIA SCHEDULE
BRAND • SEA CLEANERS & JCDECAUX
PRODUCT • SEA CLEANERS & JCDECAUX
ENTERED BY • DENTSU CREATIVE, AUCKLAND
IDEA CREATION
• DENTSU CREATIVE, AUCKLAND
MEDIA • JCDECAUX NEW ZEALAND, AUCKLAND / CARAT, AUCKLAND
A11/029 • UNITED KINGDOM •
CRAFT IN B2B
TITLE • KEEP THINKING
BRAND • CLAUDE
PRODUCT • CLAUDE
ENTERED BY • MOTHER, LONDON
IDEA CREATION • MOTHER, LONDON
PRODUCTION • LOVE SONG, LONDON
A13/014 • SINGAPORE •
B2B INFLUENCER MARKETING
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
BRONZE LION
A03/008 • ITALY •
INNOVATIVE USE OF CONTENT
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
A09/028 • 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
A10/005 • FRANCE •
MARKET DISRUPTION
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
A10/033 • ICELAND •
MARKET DISRUPTION
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
Nostalgia / Meatball lollipops / AI slop / Pokémon /
17th century silk traders / Kidulting /
Doomscrolling
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