Lions Daily News 2026 - Palmares Friday June 26

LIONS DAILY NEWS CANNES LIONS

PALMARES JUNE 26 2026

PRINT & ONLINE LIONSDAILYNEWS.COM PUBLISHED BY BOUTIQUE MEDIA INTERNATIONAL LTD

Congratulations to all the winners You’ve all been a part of the Lions Daily News lionsdailynews.com

Mural design and installation For brands, businesses & communities ninetyfiveprints.com / @ninetyfiveprints

LIONS DAILY NEWS CANNES LIONS

PALMARES JUNE 26 2026

PRINT & ONLINE LIONSDAILYNEWS.COM PUBLISHED BY BOUTIQUE MEDIA INTERNATIONAL LTD

Claude and Mother take top honours for Film THE WINNER of this year’s Cannes Lions Film Grand Prix is a breakthrough campaign for Anthropic’s AI assistant Claude, entered by Mother, London.

The campaign, which debuted at the NFL Super Bowl 2026, featured a series of comedic short films built around real prompts people ask AI. The Film Jury, led

by Pelle Sjoenell, worldwide chief creative officer of NLS Corp, selected both ‘Can I Get a Six Pack Quickly?’ and ‘How Can I Communicate Better With My Mom?’.

Another Claude execution, ‘A Time And a Place’, secured a Gold Film Lion. The entire campaign was produced by Biscuit Filmworks.

Rather than traditional product advertis-

ing, the Claude campaign depicts everyday scenarios in which users turn to AI for advice, from fitness to personal relationships. In each case, the narrative is interrupted by an ad appearing inside AI-generated responses, giving a dystopic view of what an ad-supported AI future might look like.

The campaign was designed to position Claude as an AI assistant focused on utility and trust — with a commitment not to use advertising within its AI-responses. It dovetailed neatly with the growing debate around monetisation models for AI tools.

As Mother’s CCO Felix Richter explained: “All the time, we see proof that advertising works brilliantly in the right context.

COWS COME HOME FIRST FOR KENYA

We’re using advertising’s biggest stage to ask a simple question: does it belong everywhere? So we made funny ads about how unfunny it would be. People asking AI about their health, their relationships, their business. Then a sponsored answer. We don’t need to explain why that’s wrong. We just need to show it.”

There were also Gold Lions for IKEA(Norway), Hornbach (Germany), Life360 (US), Apple (US), Coinbase (US), Missing People (UK) and LA Union Newspaper/Article 19 (Mexico).

Leo Australia wins Titanium prize

Lisa Harrison

THE PRESTIGIOUS Dan Wieden Titanium Grand Prix for 2026 has been won by ‘Haven’, entered by Leo Australia on behalf of Suncorp Insurance.

‘Haven’ is a digital resilience tool that uses property, location, weather and natural-peril risk data to show Australian homeowners their exposure to

INSIDE:

extreme weather risks. The platform analyses an address and generates a tailored ‘resilience report’ outlining a home’s estimated risk levels for hazards including floods, bushfires, cyclones and severe storms. It then translates that data into simple insights — framed as a ‘voice’ for the home — explaining what risks are the most relevant and how they could be reduced.

The tool draws on historical claims data, climate modelling and third-party property datasets to assess risk, and is designed to encourage preventative action rather than simply underwrite insurance outcomes. Users are also provided with practical guidance on how to protect their property, from minor maintenance measures through to more substantial resilience upgrades.

Launching ‘Haven’, Suncorp’s CEO of consumer insurance, Lisa Harri-

son, said: “With more than 2.7 million Australian homes identified as being at high-risk of at least one extreme weather peril, ‘Haven’ enables all homeowners to understand their risk and the proactive steps they can take to safeguard their homes from future danger. Ultimately this is about improving household resilience and looking to reduce property damage.”

The Titanium Jury was headed by President Chaka Sobhani, global CCO of TBWA\Worldwide. All told, five entries won Titanium Lions, which are awarded to “provocative, boundary-busting, envy-inspiring work that marks a new direction for the industry”. Among these was ‘600K Network’ (Comando Con Venezuela/Rainbow Lobster, Mexico), which also won Gold in Creative Data and the Grand Prix for Good.

WE HERE FROM THE JURIES

JIM STENGEL

Jury Presidents give us the lowdown on the winners in the Film, Glass, Sustainable Development Goals, Titanium and Grand Prix for Good categories

The inaugural Lions Laureate for Marketing takes to the Cannes stage FOCUS ON COLOMBIA ‘Creative masterpiece Colombia’

THE SUSTAINABLE Development Goals Grand Prix goes to ‘Paid Sick Leave for Cows’, created by Nairobi’s The Partnership Agency for dairy brand Too Good.

The winning campaign tackled a widespread issue within Kenya’s dairy industry: the economic pressure placed on smallscale farmers (80% of the entire Kenyan industry) when required to administer antibiotics to their herd.

Farmers are supposed to withdraw their animals from milk production for several days after using antibiotics.

Often they return animals to production early and antibiotics appear in the milk-consumption chain.

To combat this Too Good supported a ‘paid sick leave for cows’ initiative, which provided farmers with financial support for the period in question. Farmers are now happy to wait until their animals are safe to go back to production.

By framing animal welfare through the language of labour rights and employee benefits, the campaign showed how improving conditions for livestock can also improve economic security. Dr Erick Rutto, president of Kenya National Chamber of Commerce and Industry, said the initiative creates a situation where “income doesn’t depend on risk and safety doesn’t depend on sacrifice”.

ALSO INSIDE..

Highdive celebrates 10 years of creativity, exclusive interviews and conference reports

02

NEWS

Rainbow Lobster celebrates Grand Prix for Good victory A GRASSROOTS electoral monitoring initiative that mobilised hundreds of thousands of Venezuelan citizens to document the country’s disputed 2024 presidential election has won the 2026 Grand Prix for Good.

The winning work, ‘600K Network’, was entered by Rainbow Lobster, Mexico City, on behalf of Venezuelan opposition coalition Comando Con Venezuela. The project had previously won Gold Lions in two categories before being elevated to the festival’s highest honour for nonprofit and social impact work.

Developed during Venezuela’s presidential election campaign, the initiative emerged amid severe political restrictions. Opposition leaders faced bans from running for office, international observers encountered significant limitations, and independent oversight of the electoral process had been reduced. The campaign identified a critical vulnerability within the voting system: QR codes printed

on official voting records.

Using those QR codes, organisers created a decentralised citizen verification network capable of collecting and transmitting electoral records in real time. More than 600,000 volunteers participated in the operation, covering over 15,000 voting centres and

30,000 electoral tables using mobile phones, encrypted communications and improvised digital infrastructure.

The resulting database enabled opposition groups to compile and verify thousands of voting records independently of official channels.

When electoral authorities declared

Nicolás Maduro the winner without publishing detailed vote tallies, organisers said the network had already assembled extensive documentation that contradicted the official results.

The Grand Prix for Good is awarded to work created for non-profit organisations or social causes that have already won a Gold Lion or equivalent award elsewhere in the festival. Previous winners have included campaigns for The ALS Association, Amnesty International, UNICEF and Reporters Without Borders.

The Rainbow Lobster team

Artplan’s Nigrum Corpus wins Glass ARTPLAN São Paulo has won the Glass: The Lion for Change Grand Prix for 2026 with ‘Nigrum Corpus’, its beautiful book for Idomed that exposed racism in the Brazilian healthcare system.

It was inspired by the visuals of traditional anatomical manuals, presenting 20 fictional diseases that were each inspired by experiences of micro-aggressions and discrimination that Black patients had experienced The project blended copywriting, illustration, typography and book design, as well as storytelling that aimed to highlight the problems — but also to inspire change.

Nigrum Corpus was created to have a real-world impact, encouraging the hiring of more Black professors, as well as more use of racially-diverse clinical simulators.

It has been distributed to medical students across Brazil, helping to shape the attitudes of the next generation of

medical professionals in the country.

Glass: The Lion for Change recognises creative work that addresses inequality and prejudice by consciously representing and empowering marginalised communities.

There were 122 entries this year, with a Gold award going to Auckland agency Motion Sickness for ‘The Mãori Roll Call’.

A detail from Nigrum Corpus

NEWS

Creatives ‘must take back control’ from the retailers GLOBAL advertising spend on retail media — ads within the digital properties of retailers — is forecast to be a $170bn market in 2026, yet it is “a channel that is often not controlled by the people who are doing the creative”.

This was the warning from Pedr Howard, president, creative excellence at Ipsos, in Wednesday’s Creativity Over Clicks: Reclaiming Retail Media For Brand Building session.

The session was a challenge to the creative industry to “reclaim the retail feed”, particularly as the retailers introduce more opportunities for richer ads, including video.

“We need to take advantage of any option to bring creativity to retail media,” Howard said.

“What we need to do is to unleash some of the creative talent here [in Cannes] on to these retail media environments.

“We have to follow where the

Gülen Bengi and Pedr Howard

03

money is, and the money is going to these shoppable environments,” he added, before encouraging brands and agencies to “push back somewhat on some of the over-strict guidance” being provided by the retailers.

“Retailers will tell you: ‘Just send us a pack shot and a logo, and we’ll build the ad for you, and we’ll serve it all over the internet and everyone will see it.’ That’s not going to get the right results. You have to be in control of that creative.”

Howard was accompanied in the session by Gülen Bengi, lead CMO and chief growth officer at Mars, who talked about retail media from the perspective of a brand.

She highlighted the need to reach consumers “at every relevant touchpoint” and noted that “retail media is one of the most relevant, not only for the end of the consumer journey, but for various points”.

“It is a way to build brands as well as growing our sales,” Bengi added. “Retail media is not only a conversion tool: it’s also a brand-building tool.”

Microdramas: small sagas, big money CAN A $14bn creative industry ever be described as under the radar? Microdramas, perhaps, but surely not for long.

The $14bn figure is research firm Omdia’s prediction for global microdrama revenues in 2026, although only $3bn of that is forecast to be generated outside of China.

These super-short-form, vertical-orientation TV dramas are made to be watched as 70-second episodes on smartphones.

One example is Playback, a show from digital studio Second Rodeo, whose CEO Scott Brown hosted the session The Microdrama Boom: Inside The Next Entertainment Economy at the LIONS Creators Beach on Wednesday.

“These are movies at the speed of TikTok,” Brown said. “They are

filled with twisty stories with big characters and huge emotions.

People often can’t stop watching them… And in the US alone last year $1.5bn in revenue was generated from microdramas.”

Hannah Stocking, actor and creator — she has 29 million followers on TikTok — is one of the stars of Playback and is excited about the potential.

“The vertical space has TikTok pacing, it has YouTube retention-thinking. It really grabs the audience in a way that sometimes traditional shows don’t do,” she said.

“It’s a really exciting opportunity to create different stories and offer a different layer of storytelling. I feel like we’re in Creator Hollywood right now!”

Holywater is one of the companies that has helped to build

Scott Brown (left), Sasha Tkachenko and Hannah Stocking

the microdramas market so far with its My Drama app. Its head of studio, Sasha Tkachenko, was also on the panel.

“You can do everything that you try to do in TV, but way faster. You can get your stories published faster,

you can get data faster, and you can reiterate the stories,” she said.

“You can reiterate any type of sponsorship, any type of brands, and you can keep on reiterating until the title pops. It’s a good place for creatives, and a good place for creativity.”

04

NEWS

Treseder: women must step up to tackle AI’s male bias “AI IS raising the floor for everyone, but it’s actually human ingenuity that is vaulting the ceiling — and we need to prepare women to do the vaulting!” Autodesk CMO Dara Treseder was on inspirational form in the Microsoft Gardens on Thursday morning, speaking on the More Voices.

Smarter AI: From AI Built For Women To AI Built With Women panel.

Treseder and her fellow panelists outlined some of the challenges facing women in the AI era, but also spelled out the opportunities that they see — if women can move to the front and centre not just as users of AI, but as builders of the AI systems.

“While AI usage is growing, and while it is being embraced more and more, we also see a big gap between those who are using it and those who are creating it,” said Mascha Driessen, regional

vice-president, global media sales, continental Europe, at Microsoft.

“Women are lacking. The usage is around 50/50, but the creation is definitely not. That matters… It is important that women are also there where the creation happens.”

The panel raised one key challenge: that many women with AI expertise do not promote that in their online profiles, and so may be missing out on professional opportunities.

“Women are less likely than men to share their AI skills [on LinkedIn]. They are not self-promoting,” said Lekha Doshi, vice-president of GTM operations at LinkedIn, adding that she is keen to redefine what it means to be an ‘AI expert’ in the modern workplace — to not just include engineers.

“We need to get out of this mindset of ‘I don’t want to promote myself ’. You need to promote yourself,” Treseder said: “LLMs are scrubbing the data, so if the data

DJ Perera, Ad Council (left); Mascha Driessen, Microsoft; Lekha Doshi, LinkedIn; Dara Treseder, Autodesk; and Roy Armale, DEPT

about what you do or what you have done is not out there in the world, then nobody knows. Tell yourself: self-promotion is good.”

Roy Armale, chief product officer at DEPT, addressed women’s power as users of AI to force change, encouraging the audience to shift to systems that properly serve their needs.

Treseder agreed. “We can vote with our actions. Buy AI products built by women. Use AI products built by women. Share AI products built by women. And work for companies with AI products built by women,” she said. “If we are all taking those actions, we are all of a sudden going to make smarter AI!”

Telling stories that empower women CAMPAIGNS with powerful stories to tell are the ones that will do most to close the gender gap, delegates were told at the panel The Terms And Conditions of Being Born A Girl.

But panelist Helen James, CEO of The Gate, London warned that true equality for women remained a long way off.

“Sadly, for every female in this room and for my 10- and 12-yearold daughters, we won’t see gender equality in our lifetime, and that is utterly devastating,” she told the audience at Wednesday’s panel in the Empower Café.

The event was organised by Plan International, the global charity campaigning for the rights of girls and women.

Panelist MarySue Masson di-

rected the powerful film ‘The Fine Print’ for the campaign. It shows a newborn girl in hospital.

Her wrist tag extends to become an increasingly depressing list of the inequalities she will have to endure in life — the ‘terms and conditions’ of womanhood.

Masson spoke of her passion for the project: “I instantly got it. It’s a brilliant line. A strong, clear concept.

I got the chills straight away. One of the biggest privileges of the job that we do is being able to amplify messages like this.”

The panel agreed that campaigns reflecting inequalities and providing cultural change needed a combination of “authenticity, commitment and continuity” through the lens of powerful storytelling.

James said the campaign had

MarySue Masson

achieved its aims in raising awareness of gender inequality. It had produced a 20% uplift in awareness of the charity and 20 million traditional media impressions.

Helen James

The Panel concluded that, despite the positive impact, further change was needed: “Our industry must amplify these human struggles,” James said.

NEWS

Esports moves beyond brand awareness into real revenue ESPORTS is now far more than just a top-of-the-funnel opportunity for brands, according to Danny Tang, CEO of Hero Esports, Asia’s biggest esports company.

“When brands show up authentically in esports, they do not just see the top of the funnel where the awareness is. They can see all the way down to conversion and to sales and to growth,” Tang told Lions Daily News.

Last December, 62,196 fans attended Hero Esports’ KPL Grand Finals event in Beijing’s Bird’s Nest stadium — selling out in 12 seconds. Brands’ involvement with the company’s events has been deepening over time, as it has grown to reach an audience of more than 800 million fans online.

“They’re not just showing up as a logo,” Tang said. “They’re very much engaged with the community, they have activations outside the arena, they go to speak

to the players. And you see that chemistry flourish.”

The players at the heart of these events are crucial to esports’ appeal both to brands and fans, even if they are still sometimes underestimated.

Danny Tang

ADRIANNE C Smith, global chief inclusion and impact officer at FleishmanHillard and founder of Cannes Can: Diversity Collective (CC:DC) with a new cohort of CC:DC ambassadors.

“This opportunity has really expanded how I get to see the industry for females in advertising from Latin America and that makes me be really hopeful for my future,” said Mayra Rodriguez, one of this year’s ambassadors. Charity Pourhabib added: “My experience has been incredible. It’s just opened my eyes to what is possible, going into all these spaces and hearing the panels and the beach activations”. Jordan Culpepper, who is also part of the Creative Academy said: “We’re making lasting friendships. And we’ll see each other as we progress in our careers, now as students, but in the future — CMOs and CEOs — and the catalyst for that is the programme that we’re in.” Kayden Tuffour added: “To not just be around Cannes Lions but to be able to make impact, that’s honestly once in a lifetime, and I hope to continue to be a vessel for the peers around me.”

“Professional esports athletes are not just people who are good at games. They are putting in 10 to 12 hours of training every single day, and that includes physical training and psychol-

05

ogy training,” Tang said.

“They also realise the responsibility that they have to their fans, which is why you see a huge female following. The fans respond to that.”

The diversity of the audience is reflected in Hero Esports itself.

“Almost 50% of our employees are female, and over 50% of our directors are female,” Tang said.

“Honestly, I have not seen that a lot.”

06

NEWS

Heggie: brands are learning to put their trust in storytellers AS BRANDS navigate a fragmenting media landscape, the most successful partnerships are moving beyond traditional sponsorship deals and becoming embedded in storytelling itself, according to Nadine Heggie, vice-president of brand partnerships at National Geographic.

Speaking to the Lions Daily News, Heggie said one of the most striking themes to emerge from this year’s Festival is the growing focus of brands and content creators on telling stories that resonate more deeply with audiences. “If you were to create a word cloud for this year’s Lions, ‘AI’ and ‘creativity’ would be the two big words,” she said. “But what’s really struck me is how brands and storytellers are working together to connect with audiences from a deeper cultural point of view.”

Heggie, who has spent two decades at Disney-owned National Geographic and now oversees partnerships across EMEA, believes brands are becoming more willing to give creators greater control over the storytelling. “They

Nadine Heggie

Brands learning to engage fan power LUCY Basden-Smith, managing director of Fuse, the global sports and entertainment marketing agency, joined the Sports Jury this year, telling the Lions Daily News it was a rare opportunity to explore and discuss such a wide range of work from all over the world.

“I just thought it was the most wonderful way of celebrating sport and creativity, and I loved seeing how sports stood up against all of the other categories, particularly in entertainment. I love what we chose.

I loved what came out at the end.”

In terms of trends, she said that despite all of the talk about AI and its use in sport, she was relieved to see how little sign there was of it.

“We all know that AI is going to be fundamental to the future. I think that’s a fact, but I think the other fact is that it’s not quite there yet.”

She also noted a greater recognition of fan power, and community power — not just in terms of brands selling to fans, but brands and rights holders galvanising fans around adversity, or using that community and a love for the sport, to get them engaged on another level that might be fundamental to a club or an athlete’s success.

Fuse is part of the Omnicom group, which recently acquired IPG. Basden-Smith said the acquisition opens up the opportunity to build the group’s strength in sport using the amazing tools from Acxiom, that have come along with the purchase of IPG. Data from Acxiom, she said, can be translated into real fan insight that is not just from one channel, giving “a more holistic view and well rounded insight when we’re looking at strategic partnership planning or activation planning.”

Lucy Basden-Smith

realised that it yields better content and better commercial outcomes.”

That approach is reflected in National Geographic’s partnership strategy, in which brands are increasingly integrated into content and then extend the reach of those stories through their own marketing channels.

One standout example is hit drama Rivals, based on Jilly Cooper’s novels, which streams on Disney+. The show partnered with Waitrose in a campaign that placed the upmarket supermarket within the programme itself while also inspiring a retro product range. The limited-edition ‘Noshtalgia’ line-up consisted of 1980s-themed food including Scotch-egg sandwiches, Peach Melba ice cream and prawn cocktail crisps. The campaign extended Rival’s cultural footprint while delivering strong results for Waitrose.

On the National Geographic front, Heggie highlighted Limitless With Chris Hemsworth. In the show, the actor sets out to discover how to live better for longer. Partnering with health insurer Bupa, Limitless combined on-screen storytelling with experiential activations, employee engagement programmes and consumer marketing initiatives that helped amplify the series beyond traditional audiences.

NEWS

07

‘The Lions changed P&G forever’ ON JIM Stengel’s website, there’s a poem from his high-school football coach, hidden in a section called Words I Live By: “Think big and your deeds will grow.”

Most people don’t take poems quite so literally, but the inaugural Lions Laureate for Marketing is clearly not most people. As Proctor & Gamble’s global CMO, he has redefined, singlehandedly, what it means to lead marketing at the highest level.

In his talk before the Laureate presentation, Stengel delivered a deeply personal reflection on leadership, legacy and the impact marketers can have beyond brands.

A person’s true legacy, he said, is not measured by awards and career milestones, but by how they make others feel. “Our legacy will be how effectively we have inspired people, raised their ambition, made them feel seen and heard, helped build their confidence and helped develop their special human potential,” he added.

The former P&G marketing chief, who was recently inducted into the Advertising Hall of Fame, also

reflected on his final year leading the Cannes Lions CMO Accelerator, a programme he pioneered 14 years ago. Over that period, he has worked with around 600 marketing executives from 60 countries, bringing together Grand Prix-winning teams, jury presidents and leading marketers.

Stengel identified five “timeless lessons” from the CMO Accelerator — relevant, ambitious, brand purpose inspires brand-changing, business-moving, culture-moving creativity; reframing and uplifting a company’s mission unleashes creativity; courageous creative leadership is contagious and effective; work to be distinctive beyond your brand’s products and services; and challengers and outsiders help to expand thinking.

Being named the first Marketing Laureate has particularly significance, Stengel said. His first visit to Cannes in 2003 transformed P&G’s approach to creativity, accelerating its brand and business growth and, ultimately, leading to

award-winning collaborations with agencies including W+K. “The Lions changed P&G forever,” he said. “And it changed me forever.”

So what’s next for the industry’s legendary CMO whisperer? Stengel said he has no intention of slowing

down: “My plan is to keep striving to make people feel seen, heard, inspired, fulfilled and happy. My question is, why don’t we all do that?

I guarantee you we’ll have strong brands, stronger organisations and a better world.”

Montana Department of Commerce Film Office | montanafilm.com | +1-406-841-2876 | +1-800-553-4563

08

COLUMBIA

Creative Masterpiece Colombia: the space in pursuit of a country’s creative excellence Built on the premise that it’s good to arrive, but it’s better to arrive together, at COPU we turn everyday competition into a collaboration ecosystem. By José Sopó and Rodolfo Velásquez, co-founders and directors of COPU, an advertising and marketing media outlet in Colombia

WHILE the lights of the French Riviera shine their brightest during the most important week in global creativity, thousands of miles from the Côte d’Azur one of the most powerful dynamics in Colombian advertising is taking firm shape. It’s a strategic engine that has nothing to do with big budgets, cutting-edge algorithms or magic formulas, but with a single word that, in our market, we’ve made it our mission to hold sacred — competitiveness. On June 10, just days before boarding the plane that would bring us to the Mediterranean coast, we gathered with our country’s advertising industry in Colombia’s most exclusive movie theatre, Lumina at Cine Colombia.

There were no brands on the line competing for a pitch, no agencies trying to poach a client from one another. Over four intense hours, we were once again witnesses to — and facilitators of — an unprecedented session: a group of

15 agencies screened more than 35 of their most competitive casestudy films before an audience of presidents, creative VPs, general managers and the Colombian jurors selected by the festival for this year’s shortlist and awards phases at Cannes Lions. The goal we set for ourselves in this closeddoor session is to celebrate a new edition of Creative Masterpiece Colombia, the space we lead at COPU to pursue, above and beyond individual interests, the creative excellence of an entire country at Cannes Lions.

Living room to big screen To understand the impact of what we experienced this year, we need to rewind the tape seven years.

Creative Masterpiece Colombia wasn’t born under the formal structure of a traditional corporate trade association, but out of a genuine idea: to build the country and build the industry from a place

of the purest honesty. In 2019, our friend Camilo Plazas — now CEO of Leo Constellations México — came up with an initiative as authentic as it was necessary.

He wanted us to share our work before sending it off to the festival, not to spy on one another, but to get feedback, to hear different points of view, to appreciate the competititor’s work. With laptops balanced on our knees and a makeshift projector, we kicked off a passionate session. At COPU, we were there from day one, witnessing an energy our market had never seen before. Competing agencies weighed in on the work of their direct rivals with a transparency and a warmth that were genuinely moving: “This idea is really on point”; “the case is really well executed, but the ending could hit harder”; “you should keep this cultural code in mind for the international jury”. Plazas invited us to join as official organisers for the next at-home editions: when his career took him to settle in Mexico, we carried the project forward with the enormous responsibility of preserving that original mystique.

Creative Masterpiece Colombia: 32 of the leaders of Colombia’s most influential advertising agencies

10

COLUMBIA

Toward new formats The growth of Creative Masterpiece Colombia has been a faithful reflection of how we’ve watched Colombian advertising evolve over the past decade. After the global shutdown of 2020, we took the reins again in person in 2021, transforming the event into a high-end private dinner. In that new setting, we raised the level of rigour, requiring more structured data; which specific categories each piece would be entered in; and the strategic complexities behind every idea. We repeated that same format in 2022; for 2023 and 2024, we moved our gathering to the facilities of the country’s leading production companies, bringing the audiovisual ecosystem into the conversation. Finally, in 2025 — and cementing it in June 2026 — we made the definitive leap to a cinematic format in the Lumina theatre at Cine Colombia.

The ego-free zone In a fiercely competitive business, calling a truce in business competition seems like a pipe dream. And yet, with Creative Masterpiece Colombia, we’ve managed to establish a true ‘ego-free zone’. The dynamic we moderate is constructive; its fundamental value lies in long-term collective learning. We sit down to analyse the codes of Cannes Lions in detail, to assess the global relevance of our local insights, and to offer valuable feedback that raises the bar for what our advertising industry will produce in the years to come. It is, in essence, a masterclass in senior creative leadership, where leaders bring along their junior creatives and up-and-coming copywriters to absorb the judgment of the country’s most seasoned professionals.

Ideas that make history The true impact of Creative Masterpiece Colombia is measured in the ideas that went on to conquer the world.This year we were reminded us of the remarkable trail of great work we debated in earlier editions . We remember with emotion the journey of historic pieces like ‘My Line’ by MullenLowe SSP3 and ‘Kingo’ by Ogilvy Colombia in 2018. We also recall the discussions, in more challenging times, that gave feedback to ideas like ‘Tiendacerca.co’ by Draft-

Line, ‘Lost Roads’ by McCann, and ‘Mother Blanket’ by Ogilvy between 2020 and 2021. The standard kept climbing, and in 2023 we watched a parade of brilliance like ‘Life Extending Stickers’ by Grey/ VML, ‘Influencers’ Friends’ by TBWA and ‘Corona Extra Lime’ by David Bogotá, followed in 2024 by ‘Filter Caps’ by Ogilvy. The recent debates of the latest editions introduced us to ‘Imagine With Petacos’ (TBWA/Buentipo), alongside the cases that now represent us with force on the Riviera, like ‘Fictional Insurance’ and ‘Humanimal Tourism’, both by TBWA. Creative Masterpiece Colombia has been the witness to the refinement of each of these award-winning campaigns.

Together in one photo The photograph accompanying this article, captured by Ed Chiquiza (founder of Studio 47), immortalises 32 of the leaders of Colombia’s most influential advertising agencies. They are rivals in the local market, but absolute allies when it comes to defending our flag before the world. In that gathering, under the glow of the screen, the maturity and collaboration of the entire industry were on full display. The diversity of the ecosystem was captured by bringing together independent agencies and multinational networks: Buentipo, David Bogotá, TBWA, McCann, GUT, Ogilvy, Proximity, Sancho BBDO, VML, Name, The Juju, Leo, LePub, Havas and draftLine. Our industry has understood that a win by any of these 15 advertising companies in Cannes opens doors and raises the value of our talent. At COPU, our role has not been to claim authorship of this stroke of genius — whose historical credit belongs to Camilo Plazas — but to be the organisers capable of giving this great idea the structure, scale and reach it needed.

We are convinced that our role is to create the spaces that drive the excellence of our professional community.

The next generation This annual exercise in analysing ideas and trading feedback has been the catalyst for a transformation that reaches well beyond our borders. Today, Colombian advertising is no longer measured

solely by its domestic performance, but by its specific weight in the global creative economy — a sector that, at home, accounts for nearly 3% of the country’s GDP and establishes us as one of the most important creative export hubs in the region. The maturing of our industry found its most powerful expression in the 2025 edition, the year Colombia reached the global top 10 at Cannes Lions for the first time, proving that the country now has what it takes to play — and win — in the big leagues. With a cumulative 215 Lions over three decades, our overall pace of effectiveness has accelerated impressively, doubling our historical average to reach a recent rate of 14 Lions per year. Still, the true scale of the Colombian phenomenon comes into focus when we look at the global map more broadly. Thanks to a new generation of local marketers and advertisers willing to bet on innovation and effectiveness, our country’s talent has broken through borders in a big way.

With dozens of Colombian professionals leading the most important agencies on the planet, Colombian creativity plays an active part in nearly 15% of all the Lions awarded at the festival worldwide.

In practical terms, roughly one in every seven Lions handed out on the French Riviera has a Colombian mind behind it.

This culture of excellence is sustained from the ground up thanks to the consistency of our Young Lions Colombia delegation, coordinated by Paula Feged, Eliana Rivadeneira, and their team. Year after year, Colombia has established itself as one of the most respected youth powerhouses at the festival, sending delegations of young professionals who not only represent the country with pride but consistently win and bring home medals — like the global Gold earned at the most recent 2025 edition — ensuring the next generation of talent that brands demand. This solid value chain, combined with the steady presence of national jurors at the festival, has turned Colombia into an indispensable axis of the global industry. We write the future as a community today, at the Cannes Lions — we can confirm that our story is no longer written in isolation.

At COPU — as the media outlet, organiser, bridge and platform for the largest ecosystem of agencies and brands in the Colombian advertising industry — Creative Masterpiece Colombia is our proof that creativity feeds on the strength of its ecosystem. As the Lions roar, our delegation walks the Croisette with one unshakable certainty: it’s good to reach the summit, but it’s infinitely better to arrive together.

HIGHDIVE

Highdive on attempting a perfect ten, ten years in As Highdive marks its 10th anniversary, founders Mark Gross and Chad Broude reflect on the leap that launched an independent agency built on being brave, pushing boundaries and really meaning it.

The work that matters most comes from attempting the difficult dive, not perfecting the safe one. In an industry that often chooses to minimise risk, they make the case for making a splash.

By Mark Gross and Chad Broude, founders & co-CCOs of Highdive

Chad Broude and Mark Gross

11

Picture this.

You’re standing at the top of a high dive.

You can see everything from up there.

The distance, the water and exactly how much can go wrong. The brain, very helpfully, begins to list the reasons this was a bad idea. The height, the crowd and the very real possibility that you have significantly overestimated your abilities. Most people, at this moment, climb back down.

Others jump.

Here is something we should probably disclose now: neither of us has ever actually done a high dive. We are two creatives from Chicago and between us, we have the athletic profile you would expect from two creatives from Chicago. So this name was not autobiographical, it was aspirational. Which, when you think about it, is a very advertising thing to do.

So rather, let’s actually picture this: The year is 2016. An ECD and a creative director walk away from a big holding company. They look around Chicago and don’t see many true independents doing the kind of work they believe is possible.

They see major brands gravitating to major networks, the same names on every credentials deck and the same structures producing the same outcomes.

They decide to do something about it and name it Highdive.

Here is an honest thing about the advertising industry: courage is the most frequently requested and least frequently funded line item in any given brief. We want brave work. We want to push boundaries. We want to be different. This appears in every deck and it is said in every kickoff meeting, and it’s actually meant sincerely every single time.

And then the rounds of feedback begin.

Brave becomes bold. Bold becomes interesting. Interesting becomes fine. And fine ships.

To be clear: we are not romanticising recklessness. A bad idea executed without discipline is still a bad idea. But there is a meaningful difference between imperfection born of carelessness and imperfection born of ambition.

You see, in competitive diving, the degree of difficulty matters. A harder dive, imperfectly executed, can outscore an easy dive done flawlessly. The judges aren’t just watching the entry, they’re accounting for what you attempted.

That’s not how most of the industry scores its own work.

We spend enormous energy trying to ensure our dives are clean. Minimise the splash. Smooth entry. No deviation. We assemble rooms full of talented people — strategists and writers and art directors and creative directors — and we put them

12

HIGHDIVE

to work making sure nothing goes wrong. The result, too often, is a controlled entry into shallow water.

The work that earns a gasp is almost never that work.

The work that lives in culture, that gets talked about, that makes someone pull out their phone to show a friend at dinner, is the work that almost always carries the visible mark of ambition. A roughness. Evidence that someone tried something that didn’t come with a guarantee. You can feel the degree of difficulty in it. That’s not a flaw, that’s the point.

This year, Cannes introduced the Creative Brand Lion, a new award recognising the systems, cultures and capabilities that “deliver sustained creative excellence and long-term business growth”. It’s a meaningful addition. The industry needed a way to honour the architecture behind the work, not just the work itself.

We think about those systems constantly because we’ve been building it for 10 years.

Highdive has had double-digit

growth for nine consecutive years.

We say that not to brag (though we are, in fact, a little bit bragging) but because context matters. In 2025, revenue at private independents grew around 2%. Public agencies grew about half that. Something is working and we’ve spent a lot of time trying to figure out what.

The answer, as best we can tell, is that we jumped when other people climbed back down. And then we kept jumping.

Our ‘divers’ are not interested in competent work. We are interested in work that moves masses. Work that makes people feel something.

Work that drives business outcomes. Work that, seven times now, millions of people have voted their favourite ad on the biggest advertising night of the year. We are not going to pretend we didn’t just mention that. We are very proud of that.

And sometimes that standard is only achievable from a position of independence. Where nobody nudges you off the springboard before you’re ready to jump.

That was the bet 10 years ago. Ten years in, we still believe it more than ever.

Yes, the industry is shifting fast. AI is reshaping how work gets made and technology is changing what audiences expect and how brands find their way into people’s lives. The rules are being rewritten in real time, the platforms don’t sit still, and the attention economy keeps raising its stakes.

Some people find all of this terrifying but we find it exhilarating.

Because the brief has never been more open, the pool has never been deeper and the number of ways to make something truly extraordinary has never been greater. And the people who are willing to climb to the top and jump… really jump, not just pose on the board for a photo… have never had a better moment to make a mark.

So here is our ask, going into the next 10 years, and our message to everyone reading this who has ever stood at the top and felt the vertigo: Find your springboard. Build it if you have to. Set your feet.

And jump.

Make a splash.

Grand Prix FILM

CAN I GET A SIX PACK QUICKLY? CLAUDE MOTHER, LONDON UNITED KINGDOM

HOW CAN I COMMUNICATE BETTER WITH MY MOM? CLAUDE MOTHER, LONDON UNITED KINGDOM

14

CLASSIC TRACK WINNERS FILM

GRAND PRIX A06/059 • UNITED KINGDOM CAMPAIGN CONSUMER SERVICES/B2B TITLE • CAN I GET A SIX PACK QUICKLY? BRAND • CLAUDE PRODUCT • CLAUDE ENTERED BY • MOTHER, LONDON IDEA CREATION • MOTHER, LONDON PRODUCTION • BISCUIT FILMWORKS UK, LONDON

CONSUMER GOODS

ENTERED BY • HPLA, LOS ANGELES

TITLE • PICKY

IDEA CREATION • APPLE, CUPERTINO

BRAND • IKEA

PRODUCTION • HPLA, LOS ANGELES

PRODUCT • IKEA HOME FURNISHINGS

MEDIA • APPLE, CUPERTINO

ENTERED BY • TRY, OSLO

PR • APPLE, CUPERTINO

IDEA CREATION • TRY, OSLO

POST PRODUCTION • HPLA, LOS ANGELES / APPLE, CUPERTINO

PRODUCTION • BACON, OSLO MEDIA • ESSENCEMEDIACOM, OSLO POST PRODUCTION • BACON, OSLO

PR • EDELMAN, NEW YORK

CHALLENGER BRAND A01/004 • NORWAY • CAMPAIGN

GRAND PRIX A06/060 • UNITED KINGDOM • CAMPAIGN

BRAND • CLAUDE

TITLE • AWAKE

PRODUCT • CLAUDE

BRAND • IKEA PRODUCT • IKEA HOME FURNISHINGS

CONSUMER SERVICES/B2B TITLE • HOW CAN I COMMUNICATE BETTER WITH MY MOM?

IDEA CREATION • TRY, OSLO

BRAND • CLAUDE

MEDIA • ESSENCEMEDIACOM, OSLO

PRODUCT • CLAUDE

POST PRODUCTION • BACON, OSLO

PRODUCTION • BACON, OSLO

ENTERED BY • MOTHER, LONDON PRODUCTION • BISCUIT FILMWORKS UK, LONDON PR • EDELMAN, NEW YORK

A01/001 • NORWAY • CAMPAIGN

TRAVEL/LEISURE/RETAIL/RESTAURANTS TITLE • NO PROJECT WITHOUT DRAMA PRODUCT • HOME IMPROVEMENT SUPERSTORE ENTERED BY • HEIMAT\TBWA, BERLIN IDEA CREATION • HEIMAT\TBWA, BERLIN

TITLE • HOPE

PRODUCTION • TEMPOMEDIA, BERLIN / SUPREME MUSIC, BERLIN / CANADA, BARCELONA

BRAND • IKEA

MEDIA • MEDIAPLUS GERMANY, MUNICH

PRODUCT • IKEA HOME FURNISHINGS

POST PRODUCTION • KATALYST BERLIN CREATIVE SERVICES, BERLIN

CONSUMER GOODS

ENTERED BY • TRY, OSLO IDEA CREATION • TRY, OSLO PRODUCTION • BACON, OSLO MEDIA • ESSENCEMEDIACOM, OSLO POST PRODUCTION • BACON, OSLO

B01/025 • UNITED STATES • CONSUMER GOODS TITLE • I THINK OF YOU DYING BRAND • LIFE360

A01/002 • NORWAY • CAMPAIGN CONSUMER GOODS TITLE • MORNINGS BRAND • IKEA PRODUCT • IKEA HOME FURNISHINGS ENTERED BY • TRY, OSLO

PRODUCT • LIFE360 ENTERED BY • ALTO, NEW YORK IDEA CREATION • ALTO, NEW YORK PRODUCTION • MJZ, LOS ANGELES POST PRODUCTION • KEVIN, LOS ANGELES / PASSION PICTURES, LONDON / TRIM EDITING, LONDON / WALKER, SANTA MONICA

IDEA CREATION • TRY, OSLO PRODUCTION • BACON, OSLO MEDIA • ESSENCEMEDIACOM, OSLO POST PRODUCTION • BACON, OSLO

A01/003 • NORWAY • CAMPAIGN

ENTERED BY • MOTHER, LONDON IDEA CREATION • MOTHER, LONDON PRODUCTION • BISCUIT FILMWORKS UK, LONDON PR • EDELMAN, NEW YORK

F05/139 • UNITED KINGDOM • USE OF HUMOUR

A04/003 • GERMANY •

BRAND • HORNBACH

GOLD LION

TITLE • A TIME AND A PLACE

CONSUMER GOODS

ENTERED BY • TRY, OSLO

IDEA CREATION • MOTHER, LONDON

F02/023 • UNITED KINGDOM •

C01/016 • UNITED STATES •

TITLE • BASED ON A TRUE STORY BRAND • MISSING PEOPLE PRODUCT • MISSING PEOPLE ENTERED BY • BBH, LONDON IDEA CREATION • BBH, LONDON PRODUCTION • MERMAN, LONDON PR • HOPE AND GLORY, LONDON POST PRODUCTION • BLACK KITE STUDIOS, LONDON / WORK EDITORIAL, LONDON

F07/033 • MEXICO • CSR TITLE • BULLET MACHINE BRAND • LA UNION NEWSPAPER AND ARTICLE 19 PRODUCT • LA UNION NEWSPAPER AND ARTICLE 19 ENTERED BY • GREY, MEXICO CITY IDEA CREATION • GREY, MEXICO CITY PRODUCTION • HABITANT PRODUCTIONS, MEXICO CITY POST PRODUCTION • HABITANT PRODUCTIONS, MEXICO CITY

F08/004 • UNITED STATES • MARKET DISRUPTION TITLE • YOUR WAY OUT BRAND • COINBASE

VIRAL FILM

PRODUCT • COINBASE

TITLE • APPLE MUSIC X BAD BUNNY HALFTIME SHOW - SHOT ON IPHONE

IDEA CREATION • ISLE OF ANY, NEW YORK

BRAND • APPLE

PRODUCTION • / MJZ, LOS ANGELES

PRODUCT • BAD BUNNY SUPER BOWL

PR • COINBASE, OAKLAND

ENTERED BY • ISLE OF ANY, NEW YORK

POST PRODUCTION • ISLE OF ANY, NEW YORK / CARTEL, NEW YORK / WAVE STUDIOS, NEW YORK / SELECTED WORKS, LONDON / ETHOS STUDIO, LOS ANGELES

SILVER LION A01/079 • UNITED STATES • CONSUMER GOODS TITLE • A CRITTER CAROL BRAND • APPLE PRODUCT • IPHONE ENTERED BY • TBWA\MEDIA ARTS LAB, LOS ANGELES IDEA CREATION • TBWA\MEDIA ARTS LAB, LOS ANGELES PRODUCTION • SMUGGLER, LOS ANGELES / BARKING OWL, LOS ANGELES MEDIA • OMD USA, LOS ANGELES POST PRODUCTION • WORK EDITORIAL, LOS ANGELES / UNTOLD STUDIOS, LOS ANGELES / TRAFIK, LOS ANGELES / WALKER, SANTA MONICA / RACKET CLUB, LOS ANGELES

B01/019 • UNITED STATES •

IDEA CREATION • ISLE OF ANY, NEW YORK

ENTERED BY • VML, BANGKOK

PRODUCTION • / MJZ, LOS ANGELES

IDEA CREATION • VML, BANGKOK

PR • COINBASE, OAKLAND

PRODUCTION • SUNETA HOUSE, BANGKOK

POST PRODUCTION • ISLE OF ANY, NEW YORK / CARTEL, NEW YORK / WAVE STUDIOS, NEW YORK / SELECTED WORKS, LONDON / ETHOS STUDIO, LOS ANGELES

CONSUMER SERVICES/B2B TITLE • UNFADING LOVE BRAND • THAI LIFE INSURANCE PRODUCT • THAI LIFE INSURANCE ENTERED BY • OGILVY, BANGKOK IDEA CREATION • OGILVY, BANGKOK

PR • OGILVY, BANGKOK POST PRODUCTION • ULTRAVIOLET POST PRODUCTION, BANGKOK / MELLOW TUNES, BANGKOK

F03/001 • UNITED KINGDOM •

B05/007 • UNITED STATES • MEDIA/ENTERTAINMENT TITLE • DROP IN BRAND • ELECTRONIC ARTS SKATE PRODUCT • EA SKATE ENTERED BY • UNCOMMON CREATIVE STUDIO, NEW YORK IDEA CREATION • UNCOMMON CREATIVE STUDIO, NEW YORK PRODUCTION • RIFF RAFF FILMS, LONDON POST PRODUCTION • FINAL CUT, LONDON

TITLE • YOUR WAY OUT BRAND • COINBASE PRODUCT • COINBASE ENTERED BY • ISLE OF ANY, NEW YORK

POST PRODUCTION • KEVIN, LOS ANGELES / PASSION PICTURES, LONDON / TRIM EDITING, LONDON / WALKER, SANTA MONICA

F05/079 • UNITED STATES • USE OF HUMOUR TITLE • BEAT CANCER OFF PRODUCT • BEAT CANCER OFF ENTERED BY • VML, NEW YORK PRODUCTION • JAMUTE, SAO PAULO / DIRTY WORK, SAO PAULO PR • VML, NEW YORK

ENTERED BY • SAATCHI & SAATCHI, LONDON F05/142 • UNITED STATES •

PRODUCTION • SOMESUCH, LOS ANGELES

USE OF HUMOUR

MEDIA • MANNING GOTTLIEB OMD, LONDON

TITLE • FOR PAPA!

POST PRODUCTION • SELECTED WORKS, LONDON / TRIM EDITING, LONDON / TRAFIK, LONDON / 750MPH, LONDON / WAKE THE TOWN, LONDON

BRAND • INSTACART

F04/56001 • UNITED KINGDOM •

PRODUCT • INSTACART ONLINE GROCERY DELIVERY ENTERED BY • MCCANN NEW YORK IDEA CREATION • MCCANN NEW YORK / BBDO, CHICAGO / LOCAL PRODUCE, SAN FRANCISCO

SOCIAL BEHAVIOUR

PRODUCTION • MJZ, LOS ANGELES

TITLE • FIRST SCHOOL POO

POST PRODUCTION • SQUEAK E. CLEAN, NEW YORK / COMPANY 3, NEW YORK

BRAND • ANDREX PRODUCT • ANDREX ENTERED BY • KIMBERLY-CLARK, SURREY IDEA CREATION • KIMBERLY-CLARK, SURREY PRODUCTION • BISCUIT FILMWORKS UK, LONDON

F07/012 • UNITED STATES • CSR TITLE • I’M NOT REMARKABLE

MEDIA • PHD MEDIA, LONDON

BRAND • APPLE

POST PRODUCTION • SELECTED WORKS, LONDON / NO.8 LONDON / THE QUARRY, LONDON

PRODUCT • ACCESSIBILITY

B06/015 • UNITED STATES • CONSUMER SERVICES/B2B

PRODUCTION • MJZ, LOS ANGELES

IDEA CREATION • VML, NEW YORK

IDEA CREATION • SAATCHI & SAATCHI, LONDON

POST PRODUCTION • LIPSTICK, BERLIN

IDEA CREATION • ALTO, NEW YORK

TITLE • TABLEAU

BRAND • THE REALREAL

PR • TEAM ONE, LOS ANGELES

ENTERED BY • ALTO, NEW YORK

SINGLE-MARKET CAMPAIGN

PRODUCT • JOHN LEWIS

PRODUCTION • LIPSTICK, BERLIN

PRODUCT • LIFE360

BRAND • FUCK CANCER

TITLE • L’ULTIMO UOMO REALE (“THE LAST REAL MAN”)

IDEA CREATION • TEAM ONE, LOS ANGELES

BRAND • LIFE360

PRODUCTION • HELLO FILMMAKER, BANGKOK

BRAND • JOHN LEWIS & PARTNERS

ENTERED BY • TEAM ONE, LOS ANGELES

USE OF HUMOUR TITLE • I THINK OF YOU DYING

B06/034 • THAILAND •

CONSUMER GOODS

PRODUCT • LUXURY RESALE AUTHENTICATION

F05/028 • UNITED STATES •

ENTERED BY • APPLE, CUPERTINO IDEA CREATION • APPLE, CUPERTINO PRODUCTION • SOMESUCH, LONDON

F05/019 • THAILAND • USE OF HUMOUR TITLE • AFTER SHIT HAPPENED SERVICE BRAND • SHIELD INSURANCE PRODUCT • SHIELD INSURANCE

POST PRODUCTION • WAVE STUDIOS, NEW YORK / FINAL CUT, LONDON

16

CLASSIC TRACK WINNERS FILM

F08/013 • UNITED KINGDOM •

A04/004 • UNITED KINGDOM •

TITLE • DISH BRAND • OPEN AI

MARKET DISRUPTION

TRAVEL/LEISURE/RETAIL/RESTAURANTS

PRODUCT • CHATGPT

TITLE • A TIME AND A PLACE

TITLE • TABLEAU

ENTERED BY • ISLE OF ANY, NEW YORK

BRAND • CLAUDE

BRAND • JOHN LEWIS & PARTNERS

IDEA CREATION • ISLE OF ANY, NEW YORK

PRODUCT • CLAUDE

PRODUCT • JOHN LEWIS

PRODUCTION • SMUGGLER, NEW YORK

ENTERED BY • MOTHER, LONDON

ENTERED BY • SAATCHI & SAATCHI, LONDON

IDEA CREATION • MOTHER, LONDON

IDEA CREATION • SAATCHI & SAATCHI, LONDON

POST PRODUCTION • ISLE OF ANY, NEW YORK / CARTEL, NEW YORK / WAVE STUDIOS, NEW YORK / BLACKSMITH, NEW YORK / ETHOS STUDIO, LOS ANGELES

PRODUCTION • BISCUIT FILMWORKS UK, LONDON PR • EDELMAN, NEW YORK

F09/027 • FRANCE • CULTURAL ENGAGEMENT TITLE • AXA – NOTHING STOPS WOMEN’S RUGBY BRAND • AXA FRANCE PRODUCT • PARTNERSHIP AXA X WOMEN’S RUGBY ENTERED BY • PUBLICIS CONSEIL, PARIS IDEA CREATION • PUBLICIS CONSEIL, PARIS PRODUCTION • HAMLET, PARIS PR • PUBLICIS CONSULTANTS, PARIS POST PRODUCTION • PRODIGIOUS, PARIS

PRODUCTION • SOMESUCH, LOS ANGELES MEDIA • MANNING GOTTLIEB OMD, LONDON POST PRODUCTION • SELECTED WORKS, LONDON / TRIM EDITING, LONDON / TRAFIK, LONDON / 750MPH, LONDON / WAKE THE TOWN, LONDON

A06/019 • UNITED STATES • CAMPAIGN CONSUMER SERVICES/B2B TITLE • PULL UP BRAND • OPEN AI

A04/007 • FRANCE • TRAVEL/LEISURE/RETAIL/RESTAURANTS TITLE • UNLOVED BRAND • INTERMARCHÉ PRODUCT • RETAIL ENTERED BY • ROMANCE, PARIS IDEA CREATION • ROMANCE, PARIS PRODUCTION • WIZZ, PARIS / DIVINE, PARIS / SCHMOOZE, PARIS MEDIA • ZENITH FRANCE, PARIS

PRODUCT • CHATGPT ENTERED BY • ISLE OF ANY, NEW YORK IDEA CREATION • ISLE OF ANY, NEW YORK PRODUCTION • SMUGGLER, NEW YORK POST PRODUCTION • ISLE OF ANY, NEW YORK / CARTEL, NEW YORK / WAVE STUDIOS, NEW YORK / BLACKSMITH, NEW YORK / ETHOS STUDIO, LOS ANGELES

A06/020 • UNITED STATES • CAMPAIGN CONSUMER SERVICES/B2B

BRONZE LIONS A01/005 • UNITED STATES •

A05/006 • UNITED KINGDOM •

TITLE • TRIP BRAND • OPEN AI

MEDIA/ENTERTAINMENT

PRODUCT • CHATGPT

CONSUMER GOODS

TITLE • BRING A BOOK TO LIFE

ENTERED BY • ISLE OF ANY, NEW YORK

TITLE • SLIDE

BRAND • AMAZON

IDEA CREATION • ISLE OF ANY, NEW YORK

BRAND • APPLE

PRODUCT • AMAZON BOOKS

PRODUCTION • SMUGGLER, NEW YORK

PRODUCT • IPHONE 17

ENTERED BY • DROGA5, PART OF ACCENTURE SONG, LONDON

POST PRODUCTION • ISLE OF ANY, NEW YORK / CARTEL, NEW YORK / WAVE STUDIOS, NEW YORK / BLACKSMITH, NEW YORK / ETHOS STUDIO, LOS ANGELES

ENTERED BY • APPLE, CUPERTINO IDEA CREATION • APPLE, CUPERTINO PRODUCTION • O POSITIVE, SANTA MONICA

A02/008 • UNITED STATES • HEALTHCARE TITLE • NEVER OVER BRAND • ELI LILLY

IDEA CREATION • DROGA5, PART OF ACCENTURE SONG, LONDON PRODUCTION • MAKING PICTURES, LONDON / STUDIO PRIVATE LTD, LONDON / MICRODOT VISION, LONDON / OFFLINE AUDIO, LONDON POST PRODUCTION • MAKING PICTURES, LONDON / STUDIO PRIVATE LTD, LONDON / MICRODOT VISION, LONDON / OFFLINE AUDIO, LONDON

PRODUCT • ELI LILLY ENTERED BY • WIEDEN+KENNEDY, PORTLAND IDEA CREATION • WIEDEN+KENNEDY, PORTLAND PRODUCTION • FURLINED, SANTA MONICA •

A02/019 • UNITED STATES • HEALTHCARE TITLE • GOOD DAYS BRAND • LILLY PRODUCT • PHARMA ENTERED BY • WIEDEN+KENNEDY, PORTLAND IDEA CREATION • WIEDEN+KENNEDY, PORTLAND PRODUCTION • SKUNK, LOS ANGELES

A05/015 • MEXICO • MEDIA/ENTERTAINMENT TITLE • BULLET MACHINE

A06/026 • UNITED STATES • CONSUMER SERVICES/B2B TITLE • IN GOOD TIME BRAND • UBER PRODUCT • SERVICE / AUTOMOTIVE ENTERED BY • MOTHER NEW YORK IDEA CREATION • MOTHER, LONDON / MOTHER NEW YORK PRODUCTION • MJZ, LOS ANGELES

BRAND • LA UNION NEWSPAPER AND ARTICLE 19 PRODUCT • LA UNION NEWSPAPER AND ARTICLE 19 ENTERED BY • GREY, MEXICO CITY IDEA CREATION • GREY, MEXICO CITY

A06/074 • SPAIN • CONSUMER SERVICES/B2B TITLE • HELP!

PRODUCTION • HABITANT PRODUCTIONS, MEXICO CITY

BRAND • SANTALUCÍA

POST PRODUCTION • HABITANT PRODUCTIONS, MEXICO CITY

ENTERED BY • ORIOL VILLAR, BARCELONA

PRODUCT • SANTALUCÍA INSURANCE IDEA CREATION • ORIOL VILLAR, BARCELONA PRODUCTION • ROMA, MADRID

A06/018 • UNITED STATES • CAMPAIGN CONSUMER SERVICES/B2B

B01/036 • THAILAND •

B06/030 • MEXICO • CAMPAIGN

F03/041 • MEXICO •

CONSUMER GOODS

CONSUMER SERVICES/B2B

SINGLE-MARKET CAMPAIGN

TITLE • MOTHER STRIKE

TITLE • MAFIA

TITLE • THE MEXICAN DREAM - THE WORK

BRAND • SNACK JACK

BRAND • PURGA STUDIO

BRAND • INDIO

PRODUCT • SNACK JACK RING

PRODUCT • AI PRODUCTION COMPANY

PRODUCT • INDIO BEER

ENTERED BY • HANAMI FOOD, BANGKOK

ENTERED BY • GUT, MEXICO CITY

ENTERED BY • OGILVY, MEXICO CITY

IDEA CREATION • CHOOJAI AND FRIENDS, BANGKOK

IDEA CREATION • GUT, MEXICO CITY

IDEA CREATION • OGILVY, MEXICO CITY

PRODUCTION • PURGA STUDIO, BUENOS AIRES

PRODUCTION • LANDIA, MEXICO CITY

PRODUCTION • SUNETA HOUSE, BANGKOK

B01/094 • UNITED STATES • CONSUMER GOODS

POST PRODUCTION • WIP POST, MEXICO CITY

F03/064 • MEXICO • B06/031 • MEXICO • CAMPAIGN

SINGLE-MARKET CAMPAIGN

TITLE • A CRITTER CAROL

CONSUMER SERVICES/B2B

BRAND • APPLE

TITLE • WHO’S WAITING FOR YOU?

TITLE • SAMURAI

PRODUCT • IPHONE

BRAND • CERVEZA VICTORIA

BRAND • PURGA STUDIO

ENTERED BY • TBWA\MEDIA ARTS LAB, LOS ANGELES

PRODUCT • CERVEZA VICTORIA

PRODUCT • AI PRODUCTION COMPANY

ENTERED BY • WIEDEN+KENNEDY, MEXICO

IDEA CREATION • TBWA\MEDIA ARTS LAB, LOS ANGELES

ENTERED BY • GUT, MEXICO CITY

IDEA CREATION • WIEDEN+KENNEDY, MEXICO

IDEA CREATION • GUT, MEXICO CITY

PRODUCTION • THE YOUTH, CURITIBA

PRODUCTION • PURGA STUDIO, BUENOS AIRES

POST PRODUCTION • COLOSSAL, CURITIBA

PRODUCTION • SMUGGLER, LOS ANGELES / BARKING OWL, LOS ANGELES MEDIA • OMD USA, LOS ANGELES POST PRODUCTION • WORK EDITORIAL, LOS ANGELES / UNTOLD STUDIOS, LOS ANGELES / TRAFIK, LOS ANGELES / WALKER, SANTA MONICA / RACKET CLUB, LOS ANGELES

B06/032 • MEXICO • CAMPAIGN CONSUMER SERVICES/B2B TITLE • WESTERN BRAND • PURGA STUDIO

B02/018 • SINGAPORE •

PRODUCT • AI PRODUCTION COMPANY ENTERED BY • GUT, MEXICO CITY

HEALTHCARE

IDEA CREATION • GUT, MEXICO CITY

TITLE • LOVE HURTS

PRODUCTION • PURGA STUDIO, BUENOS AIRES

BRAND • VASELINE PRODUCT • VASELINE ENTERED BY • OGILVY SINGAPORE

B07/028 • UNITED STATES •

F03/15001 • UNITED KINGDOM • SINGLE-MARKET CAMPAIGN TITLE • FIRST SCHOOL POO BRAND • ANDREX PRODUCT • ANDREX ENTERED BY • KIMBERLY-CLARK, SURREY IDEA CREATION • KIMBERLY-CLARK, SURREY PRODUCTION • BISCUIT FILMWORKS UK, LONDON MEDIA • PHD MEDIA, LONDON POST PRODUCTION • SELECTED WORKS, LONDON / NO.8 LONDON / THE QUARRY, LONDON

IDEA CREATION • OGILVY SINGAPORE / VML SOUTH AFRICA, JOHANNESBURG

NFP/CHARITY/GOVERNMENT

PRODUCTION • PARK PICTURES, LONDON

TITLE • BEAT CANCER OFF

MEDIA • MINDSHARE SINGAPORE

BRAND • FUCK CANCER

PR • OGILVY SINGAPORE

PRODUCT • BEAT CANCER OFF

SOCIAL BEHAVIOUR

POST PRODUCTION • WHITECOAT, SINGAPORE

ENTERED BY • VML, NEW YORK

TITLE • LOVE HURTS

IDEA CREATION • VML, NEW YORK

BRAND • VASELINE

PRODUCTION • JAMUTE, SAO PAULO / DIRTY WORK, SAO PAULO

PRODUCT • VASELINE

PR • VML, NEW YORK

IDEA CREATION • OGILVY SINGAPORE / VML SOUTH AFRICA, JOHANNESBURG

B04/001 • GERMANY • TRAVEL/LEISURE/RETAIL/RESTAURANTS TITLE • NO PROJECT WITHOUT DRAMA BRAND • HORNBACH

D01/007 • UNITED STATES •

F04/012 • SINGAPORE •

ENTERED BY • OGILVY SINGAPORE

PRODUCTION • PARK PICTURES, LONDON MEDIA • MINDSHARE SINGAPORE

PRODUCT • HOME IMPROVEMENT SUPERSTORE

SCREENS & EVENTS

PR • OGILVY SINGAPORE

ENTERED BY • HEIMAT\TBWA, BERLIN

TITLE • ORIGINAL FOREVER BRAND • ADIDAS

POST PRODUCTION • WHITECOAT, SINGAPORE

IDEA CREATION • HEIMAT\TBWA, BERLIN PRODUCTION • TEMPOMEDIA, BERLIN / SUPREME MUSIC, BERLIN / CANADA, BARCELONA MEDIA • MEDIAPLUS GERMANY, MUNICH POST PRODUCTION • KATALYST BERLIN CREATIVE SERVICES, BERLIN

PRODUCT • ADIDAS ORIGINALS ENTERED BY • JOHANNES LEONARDO, NEW YORK

F05/042 • THAILAND •

IDEA CREATION • JOHANNES LEONARDO, NEW YORK / ADIDAS, LONDON

USE OF HUMOUR

PRODUCTION • FRAME BY FRAME, ROME

BRAND • KFC THAILAND

MEDIA • ESSENCEMEDIACOM, NEW YORK

PRODUCT • KAPRAO CRISPY CHICKEN RICE BOWL

POST PRODUCTION • CABIN EDITING, NEW YORK / BLACKSMITH, NEW YORK / CONCRET FORM, LOS ANGELES

TITLE • THE KAPRAO CRIMINALS

ENTERED BY • WOLF BKK, BANGKOK IDEA CREATION • WOLF BKK, BANGKOK PRODUCTION • SUNETA HOUSE, BANGKOK

18

GOOD TRACK WINNERS GLASS: THE LION FOR CHANGE

Grand Prix GLASS: THE LION FOR CHANGE NIGRUM CORPUS IDOMED & INSTITUTO YDUQS ARTPLAN, SAO PAULO BRAZIL

GRAND PRIX A02/016 • BRAZIL •

BRONZE LION A03/019 • UNITED ARAB EMIRATES •

PRODUCT/SERVICE

INITIATIVES

TITLE • NIGRUM CORPUS

TITLE • RECIPE FOR CHANGE

BRAND • IDOMED & INSTITUTO YDUQS

BRAND • PUCK

PRODUCT • NIGRUM CORPUS

PRODUCT • SPREAD CHEESE

ENTERED BY • ARTPLAN, SAO PAULO

ENTERED BY • FP7 MCCANN DUBAI

IDEA CREATION • ARTPLAN, SAO PAULO

IDEA CREATION • FP7 MCCANN DUBAI

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

PRODUCTION • CRAFT DUBAI MEDIA • CARAT, DUBAI PR • CURRENT GLOBAL, DUBAI

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

A03/038 • MEXICO • INITIATIVES TITLE • WELCOME BACK, PAISANO

GOLD LION A03/060 • NEW ZEALAND • INITIATIVES TITLE • THE MĀORI ROLL CALL BRAND • WHĀNAU ORA PRODUCT • WHĀNAU ORA ENTERED BY • MOTION SICKNESS, AUCKLAND IDEA CREATION • MOTION SICKNESS, AUCKLAND PRODUCTION • MOTION SICKNESS, AUCKLAND / SUPERNORMAL, AUCKLAND MEDIA • MOTION SICKNESS, AUCKLAND POST PRODUCTION • MOTION SICKNESS, AUCKLAND

SILVER LION A03/072 • SOUTH AFRICA • INITIATIVES 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

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

20

GOOD TRACK WINNERS SUSTAINABLE DEVELOPMENT GOALS

Grand Prix

SUSTAINABLE DEVELOPMENT GOALS PAID SICK LEAVE FOR COWS TOO GOOD THE PARTNERSHIP AGENCY, NAIROBI KENYA

GRAND PRIX C01/020 • KENYA • DECENT WORK AND ECONOMIC GROWTH

IDEA CREATION • TERRITORY DEFENCE FORCE MEDIA, KYIV

TITLE • PAID SICK LEAVE FOR COWS

PRODUCTION • SAATCHI & SAATCHI UKRAINE, KYIV

BRAND • TOO GOOD

PR • SAATCHI & SAATCHI UKRAINE, KYIV

PRODUCT • MILK ENTERED BY • THE PARTNERSHIP AGENCY, NAIROBI

A05/030 • FRANCE •

B04/009 • THAILAND • RESPONSIBLE CONSUMPTION/PRODUCTION TITLE • FERTILIZER 2.5 BRAND • THAI HEALTH PROMOTION FOUNDATION PRODUCT • NON-PROFIT ORGANIZATION ENTERED BY • GREY THAILAND, BANGKOK

IDEA CREATION • THE PARTNERSHIP AGENCY, NAIROBI

GENDER EQUALITY

IDEA CREATION • GREY THAILAND, BANGKOK

PRODUCTION • FINGERPRINT FILMS, MUMBAI

TITLE • THREE WORDS BRAND • AXA FRANCE

PRODUCTION • WINK WINK PRODUCTION, BANGKOK / CHUBCHEEVIT STUDIO, BANGKOK / VISIONARY BANGKOK

POST PRODUCTION • FINGERPRINT FILMS, MUMBAI

PRODUCT • HOME INSURANCE POLICIES ENTERED BY • PUBLICIS CONSEIL, PARIS IDEA CREATION • PUBLICIS CONSEIL, PARIS PRODUCTION • PRODIGIOUS, PARIS

GOLD LION C03/010 • NEW ZEALAND •

MEDIA • WAVEMAKER, PARIS PR • PUBLICIS CONSULTANTS, PARIS POST PRODUCTION • PRODIGIOUS, PARIS

REDUCED INEQUALITIES

PRODUCT • WHĀNAU ORA ENTERED BY • MOTION SICKNESS, AUCKLAND IDEA CREATION • MOTION SICKNESS, AUCKLAND PRODUCTION • MOTION SICKNESS, AUCKLAND / SUPERNORMAL, AUCKLAND

BRONZE LION A04/004 • GERMANY • QUALITY EDUCATION TITLE • BEDTIME DONATIONS BRAND • ROYAL SOCIETY FOR BLIND CHILDREN

POST PRODUCTION • MOTION SICKNESS, AUCKLAND

ENTERED BY • INNOCEAN BERLIN

PRODUCT • BEDTIME DONATIONS APP IDEA CREATION • INNOCEAN BERLIN

REDUCED INEQUALITIES TITLE • THE PERIOD UNIFORM BRAND • SOMOS MARTINA PRODUCT • SOMOS MARTINA ENTERED BY • SERVICEPLAN GERMANY, MUNICH IDEA CREATION • SERVICEPLAN GERMANY, MUNICH PRODUCTION • WE ARE DEMENTE, BOGOTA MEDIA • MEDIAPLUS GERMANY, MUNICH

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

B03/002 • PARAGUAY •

PR • TULOM, SAO PAULO

SUSTAINABLE CITIES AND COMMUNITIES

POST PRODUCTION • INMOTION, MUNICH

TITLE • SANTA MARIA PUEBLO HOTEL BRAND • SENATUR PRODUCT • PUEBLO HOTEL

SILVER LION A03/009 • UKRAINE •

ENTERED BY • ONIRIA\TBWA, ASUNCION IDEA CREATION • ONIRIA\TBWA, ASUNCION PRODUCTION • BARRACO, ASUNCION

GOOD HEALTH AND WELL-BEING

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

TITLE • THE HEALING STAGE

PR • ADRI MORRO, ASUNCION

BRAND • ARMED FORCE OF UKRAINE PRODUCT • MENTHAL HEALTH ENTERED BY • SAATCHI & SAATCHI UKRAINE, KYIV

TITLE • IT’S TIME TO STOP! BRAND • BINGO GROUP PRODUCT • BINGO GROUP IDEA CREATION • VIA MEDIA, SARAJEVO

MEDIA • MOTION SICKNESS, AUCKLAND

C03/013 • GERMANY •

PEACE/JUSTICE/STRONG INSTITUTIONS

ENTERED BY • VIA MEDIA, SARAJEVO

TITLE • THE MĀORI ROLL CALL BRAND • WHĀNAU ORA

D01/001 • BOSNIA & HERZEGOVINA •

POST PRODUCTION • BARRACO, ASUNCION

PRODUCTION • VIA MEDIA, SARAJEVO MEDIA • VIA MEDIA, SARAJEVO PR • VIA MEDIA, SARAJEVO POST PRODUCTION • VIA MEDIA, SARAJEVO

22

TITANIUM TRACK WINNERS TITANIUM

Grand Prix TITANIUM

HAVEN SUNCORP INSURANCE LEO AUSTRALIA, SYDNEY AUSTRALIA

GRAND PRIX A01/007 • AUSTRALIA •

A01/134 • UNITED KINGDOM •

TITANIUM

TITANIUM

TITLE • HAVEN

TITLE • EXPEDITION IMPOSSIBLE

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

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

A01/146 • MEXICO •

TITANIUM LION A01/008 • UNITED STATES • TITANIUM 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

A01/075 • UNITED STATES • TITANIUM 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

TITANIUM 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

24

GOOD TRACK WINNERS GLASS: THE LION FOR CHANGE

Grand Prix FOR GOOD

600K NETWORK COMANDO CON VENEZUELA RAINBOW LOBSTER, MEXICO CITY MEXICO

Thank you Cannes.

We’ll see you next year!

Catch up on the festival online lionsdailynews.com

The IKEA x Chupa Chups lollipop

Nostalgia / Meatball lollipops / AI slop / Pokémon / 17th century silk traders / Kidulting / Doomscrolling Work in marketing and want to make sense of it all?

This is Contagious, a podcast about ideas shaping brands and culture. Subscribe today.