Ad Campaigns
Winners announced on day three of the Cannes Lions International Festival of Creativity
Mumbai: On the third day of the Cannes Lions International Festival of Creativity the winners in the Creative B2B, Creative Data, Direct, Media, PR and Social & Influencer Lions were unveiled. The prestigious Media Network of the Year Award was also honoured.
LIONS CEO Simon Cook said, “There’s an incredible breadth of notable wins from every corner of the globe among the winners. First-time Creative Data Lions were awarded to the UAE and Poland, and Kenya won its first-ever PR Lion. We’ve seen a significant growth in non-traditional Lions in 2023 and this body of winning work really showcases the diversity of creative work coming through from engagement-focused mediums.”
In the Creative B2B Lions, celebrating game-changing creative work in the B2B space, 446 entries were received and 16 Lions awarded: two Gold, five Silver, eight Bronze and the Grand Prix that went to ‘Eart4’, for B3 Stock Exchange & United Nations Global Compact, by AlmapBBDO, São Paulo. This work focused on a B2B strategy that targeted and reached +20,000 business leaders, encouraging them to invest in Earth, by aligning their companies with the UN’s long-term sustainability goals.
Creative B2B Lions jury president, & Stein IAS chairman and chief growth officer Tom Stein said, “This is just the second year for the Creative B2B Lions, and the Grand Prix our jury awarded illustrates the profound progression of B2B creativity. With its powerful, highly relevant and deeply emotional call to action – literally launching an IPO for planet Earth – the work is catalyzing the global business community to become part of the UN Global Compact. Through it, Brazil’s stock exchange has strengthened its worldwide brand reputation as a progressive force, innovator and market leader. The massive, systemic impact of B2B at its very best is on full display.”
From 418 entries in the Creative Data Lions, celebrating the interplay of ideas and information, 15 Lions were awarded: two Gold, five Silver, seven Bronze and the Grand Prix was awarded to ‘The Artois Probability’, for Stella Artois, by GUT, Buenos Aires, Argentina. The work showcases an innovative use of creative data by intertwining historical knowledge, art, and technology, highlighting Stella Artois’ heritage, raising brand awareness, and presenting an opportunity for outdoor installations while offering a unique experience for audiences.
The Direct Lions, celebrating targeted and response-driven creativity, received 1939 entries and 60 Lions were awarded: 10 Gold, 19 Silver, 30 Bronze and the Grand Prix was awarded to ‘Runner 321’, for adidas, by FCB Toronto, Canada. To solve the problem that people with Down syndrome don’t see themselves represented in sport, even though they stand to reap significant benefits from participation in exercise, this work brings inclusivity to the world’s most accessible sport, running, and succeeded in starting a social movement with demonstrable results.
In the Media Lions, which demonstrate work that enhances and amplifies through game-changing channel strategy, 1853 entries were received and 60 Lions were awarded by the Jury: 10 Gold, 17 Silver, 32 Bronze and the Grand Prix was presented to ‘#Turnyourback’, for Dove, by Ogilvy, London / DAVID, Madrid. This influencer-led piece of work underpins Dove’s #NoDigitalDistortion mission by encouraging people to turn their back on TikTok’s Bold Glamour filter.
Media Lions jury president, & GroupM global CEO Christian Juhl said, “In awarding the Grand Prix, we wanted to recognize work that fully harmonizes creative and media with purpose and product. #TurnYourBack not only set the standard for bringing these components together, it’s a timely example of how our industry can use the power of media to protect young people and empower them to reject the pressure they feel to conform to artificial standards and be confident in their true, unfiltered selves.”
The PR Lions, which honour strategic and creative communication – work with storytelling at its core, which establishes, protects and enhances reputation and business, awarded 52 Lions from 1600 entries: eight Gold, 17 Silver, 26 Bronze and the Grand Prix went to ‘Self Love Bouquet’, for DoorDash by GUT, Los Angeles, USA. This work tapped into the 72% of US adults that believe self-pleasuring is a form of “therapy”, and destigmatised female self-pleasure using the most iconic Valentine’s gift: a bouquet of red roses. It showed consumers that DoorDash could be a go-to destination for same-day flower delivery on Valentine’s Day by reaching 200MM earned media impressions and 500k social impressions.
Commenting on the Grand Prix, PR Lions jury president, & Ketchum UK CEO global markets Jo-Ann Robertson added, “With a deep understanding of their audience, DoorDash were able to deliver a culturally of the moment campaign that made their customers feel something whilst delivering incredible business results. Their focus on celebrating and empowering single women’s self-love was simple, brave, and the campaign was perfectly built with earned at the core”.
From 1462 entries received in the Social & Influencer Lions, 49 Lions were awarded: eight Gold, 15 Silver, 25 Bronze and the Grand Prix was presented to ‘Flipvertising’, for Samsung, by CHEP Network, Sydney, Australia. To launch Samsung’s flagship smartphone, the brand flipped the idea of ad targeting to create a competition for Australian GenZers to win a flagship Galaxy Z Flip 4 phone, boosting brand sales by 34%.
The Media Network of the Year was also announced in the following rank:
MINDSHARE
PHD WORLDWIDE
WAVEMAKER
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
