MAM
Cannes Lions 2014: 6 Indian agencies enter Media Lions finals
MUMBAI: In the Media Lions category, six Indian agencies have been shortlisted. Campaigns by JWT Mumbai, Madison Media Pinnacle, PHD Mumbai, Cheil India, Ogilvy & Mather Mumbai and McCann Worldgroup have qualified to the final round of this category.
JWT’s campaign titled ‘Make Every Yard Count’ for Nike under the subcategory ‘Use of Social Platforms’ appears on the shortlist.
O&M’s work for Akansha Foundation called ‘Barter’ under two subcategories ‘Best Use of Social Platforms’ and ‘Charities Public Health & Safety, Public Awareness Messages’ has made it to the shortlist.
Cheil’s ‘Halonix Safer City Project’ campaign for Halonix Indoor has been shortlisted in the ‘Use of Outdoor’ subcategory.
PHD Mumbai’s work for HUL, titled ‘Kan Khajura Tesan’ has made it to the finals of ‘Use of Audio’ subcategory.
On the other hand ‘Mobile Breathmills’ for Cadbury India by Madison Media Pinnacle under the subcategory ‘Use of Mobile Devices’ has made it to the shortlist too.
McCann Worldgroup India’s campaign called ‘Share My Dabba’ for ‘Happy life Welfare and Dabbawala Foundation’ has qualified to the shortlist under the subcategory ‘Charities Public Health & Safety, Public Awareness Messages.’
The Media Lions competition was created in 1999 to honour excellence in media strategy, planning and execution and give key players in the media industry an annual meeting point.
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
