The Cannes Lions festival rolled into town last week, bringing with it an estimated 15,000 attendees who networked, partied and listened to industry experts (and Elon Musk) share their knowledge on the trends that are preoccupying the industry right now (yes, there was still a lot about AI).

Running in the background was the judging and prize-giving for the awards. While the festival from the outside may look like one long party in the sun, it offers an important opportunity for agencies to demonstrate the value of creativity to their clients, and what better way to do that than to win one of the coveted gongs?

There were 32 categories this year, celebrating everything from design and innovation to social and PR; creative effectiveness to health and wellness. Below we have listed all the Grand Prix winners, and you can also find all the bronze, silver and gold winners on the Cannes Lions website.

AUDIO & RADIO LIONS

Specsavers: The Misheard Version; Agency: Golin, London

Specsavers recorded a new version of Rick Astley’s Never Gonna Give You Up with the wrong lyrics to raise awareness of hearing loss.

BRAND EXPERIENCE & ACTIVATION LIONS

Pop-Tarts: The First Edible Mascot; Agency: Weber Shandwick, New York

Pop-Tarts created an edible mascot for the Super Bowl, winning the internet in the process.

CREATIVE B2B LIONS

JCDecaux: Meet Marina Prieto; Agency: David

An anonymous grandma takes over the subway in Madrid to raise awareness of the power of poster campaigns.

CREATIVE BUSINESS TRANSFORMATION LIONS

Philips: Refurb; Agency: Lepub, Amsterdam

This campaign raised awareness of Philips’ sustainability by selling returned products (with an upgraded warranty) at a lower price.

CREATIVE COMMERCE LIONS

Renault: Cars to Work; Agency: Publicis Conseil, Paris

The Renault CareMakers programme helps make cars available to people who live in areas with poor public transport to use to get to work.

CREATIVE DATA LIONS

Mastercard: Room for Everyone; Agency: McCann Poland

Mastercard’s platform helps Polish and Ukraninan businesses succeed together by highlighting locations that are mutually profitable.

CREATIVE EFFECTIVENESS LIONS

Heinz: It has to be Heinz; Agency: Rethink Toronto

Heinz’s long-running campaign includes ads showing restaurants committing ‘fraud’ by refilling Heinz bottles with cheap alternatives, and another campaign that shows audiences create pictures of Heinz bottles when asked to ‘draw ketchup’.

CREATIVE STRATEGY LIONS

KPN: A Piece of Me; Agency: Dentsu Amsterdam

KPN released this music video to raise awareness of online shaming among Gen Z.

DESIGN LIONS

Cemento Sol: Sightwalks; Agency: Circus Grey, Lima

Peru’s leading cement brand worked with visual impairment organisations in the country to devise a visual system on the pavements which helped people identify different shops and businesses and improve their autonomy.

DIGITAL CRAFT LIONS

Spotify: Spreadbeats; Agency: FCB, New York

Spotify Advertising created a B2B campaign aimed at marketers which featured a music video in the form of a media plan spreadsheet.

DIRECT LIONS

Xbox: The Everyday Tactician; Agency: McCann London

Xbox’s campaign saw Bromley FC offer a paid role to a skilled player of Sega game Football Manager 24.

ENTERTAINMENT LIONS

WhatsApp: We Are Ayenda; Agency: Creative X, Palo Alto & Modern Arts, Los Angeles

We Are Ayenda documents the story of the Afghan Youth Women’s National Football Team and their escape from Afghanistan after the Taliban took power in 2021.

ENTERTAINMENT LIONS FOR GAMING

Xbox: The Everyday Tactician; Agency: McCann London

A second Grand Prix for Xbox’s Football Manager 24 campaign, which also won in Direct.

ENTERTAINMENT LIONS FOR MUSIC

Johnnie Walker: Errata at 88; Agency: AlmapBBDO, São Paulo

On October 8 last year, Carnegie Hall hosted a tribute show to a pivotal 1962 concert that helped introduce bossa nova to the global stage. Absent from the original performance was Alaíde Costa, who this time graced the stage, accompanied by artists like Seu Jorge, Daniel Jobim, Roberto Menescal, and Carlinhos Brown.

ENTERTAINMENT LIONS FOR SPORT

Orange: Women’s Football; Agency: Marcel, Paris

Orange’s ad makes clever use of VFX to highlight how the women’s game is as skillful and exciting as the men’s.

FILM CRAFT LIONS

Hornbach: The Square Meter; Agency: Heimat; TBWA, Berlin

This ad for German DIY brand Hornbach imaginatively demonstrates how every square metre of space in a home deserves to be the best in the world.

FILM LIONS

Sydney Opera House: Play It Safe; Agency: The Monkeys; Accenture Song, Sydney

Orange: Women’s Football; Agency: Marcel, Paris

Two Grand Prix in Film were awarded: a second for Marcel’s ad for Orange addressing bias in women’s football, and a first for Sydney Opera House’s 50th anniversary film starring Tim Minchin.

GLASS: THE LION FOR CHANGE

Vaseline: Transition Body Lotion; Agency: Ogilvy Singapore

Vaseline’s Transition Body Lotion is a skincare product tailored specifically for transgender women, which was launched on International Transgender Day of Visibility in Thailand.

GRAND PRIX FOR GOOD

Reporters Without Borders: The First Speech – Russia/Turkey/Venezuela; Agency: Innocean Berlin

This campaign highlights the importance of press freedom by revisiting the first speeches of Presidents Putin, Erdoğan and Maduro.

HEALTH & WELLNESS LIONS

Dramamine: The Last Barf Bag; Agency: FCB, Chicago

To celebrate its 75th anniversary, nausea relief and motion sickness prevention drug Dramamine created a campaign dedicated to the barf bag.

HEALTH GRAND PRIX FOR GOOD

UN Women: Child Wedding Cards; Agency: Impact BBDO, Dubai

This direct mail campaign from UN Women aimed to motivate lawmakers in Pakistan to pass a bill protecting children from child marriage.

INDUSTRY CRAFT LIONS

Frankfurter Allgemeine Zeitung: The 100th Edition; Agency: Scholz & Friends, Berlin

For Holocaust Remembrance Day on January 27, 2024, the Frankfurter Allgemeine Zeitung unveiled the 100th anniversary motif of their Brilliant Minds campaign, featuring Holocaust survivor Margot Friedländer, now 102.

INNOVATION LIONS

KVI Brave Fund Inc: Voice 2 Diabetes; Agency: Klick Health, Toronto

The Voice 2 Diabetes project combines voice technology with artificial intelligence to help transform diabetes detection.

LUXURY & LIFESTYLE LIONS

Loewe: Loewe X Suna Fujita; Agency: Loewe, Madrid

The Holidays collection sees luxury brand Loewe collaborate with ceramic studio Suna Fujita.

MEDIA LIONS

Mercado Libre: Handshake Hunt; Agency: Gut, São Paulo

The Handshake Hunt ran during Black Friday, and saw QR codes for discounts pop up on TV channel Globo whenever a handshake appeared on-screen.

OUTDOOR LIONS

Pedigree: Adoptable; Agency: Colenso BBDO, Auckland

This initiative for Pedigree uses AI to shine a light on adoptable dogs, by transforming shelter dog photos into high-quality studio images and seamlessly integrating them into Pedigree digital ads.

PHARMA LIONS

Siemens Healthineers: Magnetic Stories; Agency: Area 23

This campaign aimed to make MRI scans less scary for kids by transforming their sounds into enchanting children’s audio books.

PR LIONS

Specsavers: The Misheard Version; Agency: Golin, London

The Specsavers campaign, which aims to raise awareness of hearing loss, won a second Grand Prix in PR, alongside its gong in Audio & Radio.

PRINT & PUBLISHING LIONS

Coca-Cola: Recycle Me; Agency: Ogilvy, New York

Coke crushed its logo in this print campaign to encourage recycling.

SOCIAL & INFLUENCER LIONS

CeraVe: Michael Cerave; Agency: Ogilvy PR, New York

This hilarious campaign saw actor Michael Cera claim to be the developer behind the skincare brand.

SUSTAINABLE DEVELOPMENT GOALS LIONS

Renault: Cars to Work; Agency: Publicis Conseil, Paris

This category saw a second Grand Prix for Renault’s CareMakers programme, which also won in Creative Commerce.

THE DAN WIEDEN TITANIUM LIONS

Doordash: Doordash All The Ads; Agency: Wieden+Kennedy Portland; Superette, San Franciso

Doordash’s Super Bowl campaign saw the brand offer to deliver every product advertised during the big game to one lucky person.

canneslions.com