View every Grand Prix winner from Cannes Lions
Here’s the award winning highlights from the 2024 Cannes Lions International Festival of Creativity – All the Grand Prix awards.
Dan Wieden Titanium Lions
Wieden+Kennedy, Portland / Superette, San Francisco for Doordash ‘Doordash-All-The-Ads’.
In The Dan Wieden Titanium Lions, honouring provocative, boundary-busting, envy-inspiring work that marks a new direction for the industry, 200 entries were received and the Jury chose to award four Titanium Lions, and the Grand Prix went to ‘DoorDash-All-The-Ads’ for DoorDash by Wieden+Kennedy, Portland, and Superette, San Francisco. To challenge the assumption that DoorDash is only a food delivery service, the brand hijacked the period leading up to the Super Bowl by offering people the chance to win an ever-growing prize pool from all the brands advertising on game day.
Glass: The Lion for Change
Ogilvy, Singapore for Vaseline ‘Transition Body Lotion’.
Glass: The Lion for Change, which honours culture-shifting creativity, received 165 entries, and seven Lions were awarded: one Gold, two Silver and three Bronze and the Grand Prix went to ‘Transition Body Lotion’ for Vaseline Proderma Transition Body Lotion by Ogilvy, Singapore. The skincare brand formulated a new body lotion that was designed to help transitioning women who often experience skin challenges during hormone therapy.
Sustainable Development Goals Lions
Publicis Conseil, Paris for Renault ‘Renault – Cars To Work’.
The Sustainable Development Goals Lions, which celebrate creative problem-solving, solutions or other initiatives that harness creativity and seek to positively impact the world, received 593 entries. The Jury awarded 20 Lions: four Gold, five Silver and 10 Bronze. The Grand Prix went to ‘Renault – Cars To Work’ for Renault by Publicis Conseil, Paris, France. The new initiative from the automotive brand seeks to help French people who live in mobility deserts – areas where it’s difficult to reach a place of employment by public transport. The brand launched a scheme where people could use a Renault car for free while under their work probationary period and only start paying once they had secured their employment contract.
Creative Commerce Lions
Publicis Conseil, Paris for Renault ‘Renault – Cars to Work’.
In the Creative Commerce Lions, honouring the innovative and creative approach to online and offline commerce, payment solutions and transactional journeys, 551 entries were received and 19 Lions were awarded by the Jury: four Gold, five Silver and nine Bronze. The Grand Prix went to ‘Renault – Cars To Work’ for Renault by Publicis Conseil, Paris, France. The new initiative from the automotive brand seeks to help French people who live in mobility deserts – areas where it’s difficult to reach a place of employment by public transport. The brand launched a scheme where people could use a Renault car for free while under their work probationary period and only start paying once they had secured their employment contract.
Film Lions
The Monkeys, Sydney and Revolver, Sydney for Sydney Opera House ‘Play It Safe’ ~ directed by Kim Gehrig.
In the Film Lions, celebrating the creativity of the moving image, 1887 entries were received and 53 Lions awarded: nine Gold, 16 Silver and 26 Bronze. The Jury chose to award two Grands Prix.
The first Grand Prix was awarded to ‘Play It Safe’ for Sydney Opera House by The Monkeys, Accenture Song, Sydney and Revolver, Sydney. The foot-tapping music video celebrates the unique architecture and defiant creative spirit of Sydney’s most recognisable landmark, all set to an original song that satirically encourages the audience to avoid risks and ‘Play It Safe’ in life.
Film Lions
Marcel, Paris for Orange ‘WoMen’s Football’.
The second went to ‘WoMen’s Football’ for Orange by Marcel, Paris, France. Orange’s clever bait-and-switch campaign showcased what first appears to be the skill of the national men’s French football team but is then revealed to be the prowess of the women’s national side disguised as the men through deepfake technology.
Entertainment Lions for Sport
Marcel, Paris for Orange ‘WoMen’s Football’.
Celebrating creativity that taps into fan culture and leverages the power of sports and esports in connecting people to brands, the Entertainment Lions for Sport received 665 entries and 21 Lions were awarded by the Jury: four Gold, six Silver and 10 Bronze. The Grand Prix went to ‘WoMen’s Football’ for Orange by Marcel, Paris, France. Orange’s clever bait-and-switch campaign showcased what first appears to be the skill of the national men’s French football team but is then revealed to be the prowess of the women’s national side disguised as the men through deep fake technology.
Grand Prix for Good
Innocean, Berlin for Reporters Without Borders ‘The First Speech’ campaign.
The Cannes Lions Grand Prix for Good recognises and celebrates the use of creativity to positively impact not only businesses and brands, but also the world at large. The Jury chose to award this year’s Grand Prix for Good to three ads, ‘The First Speech. Russia’, ‘The First Speech. Turkey’, and ‘The First Speech. Venezuela’ for Reporters Without Borders by Innocean, Berlin. To mark the 30th anniversary of the organisation’s existence, Reporters Without Borders, launched a campaign celebrating its dedication to holding accountable those who oppose democracy and the free press. Each of the three videos features the voiceover of a world leader promising their country democracy, freedom and liberty in their inaugural speech to office – each then punctuated with the copy ‘The loss of freedom is never obvious at first. Trust the free press. Not pretty words.’
Outdoor Lions
Colenso BBDO, New Zealand for Pedigree ‘Adoptable’.
LOLA Mullenlowe, Madrid for Magnum Ice Cream campaign ‘Find Your Summer’.
The Outdoor Lions, celebrating creativity experienced out of home, received 2053 entries, and 57 Lions were awarded: 10 Gold, 18 Silver and 27 Bronze. There were two Grands Prix awarded within the category this year.
The first went to ‘Adoptable by Pedigree’, for Pedigree, by Colenso BBDO, Auckland, New Zealand. In the brand’s ongoing ambition to end dog homelessness, Pedigree democratised dog adoption ads using AI to transform the image of a shelter dog into studio-quality photography.
The second went to LOLA Mullenlowe, Madrid, Spain, for its Magnum Ice Cream campaign ‘Find Your Summer’. Magnum’s striking January ads depicted people yearning for the summer by finding a ray of sunshine in a Magnum ice cream.
Innovation Lions
Klick Health, Toronto for KVI Brave Fund Inc ‘Voice 2 Diabetes’.
In the Innovation Lions, celebrating ground-breaking innovation, technology and problem-solving, 231 entries were received and eight Lions were awarded: one Gold, two Silver and four Bronze. The Grand Prix went to ‘Voice 2 Diabetes’ for KVI Brave Fund INC by Klick Health, Toronto, Canada. The ‘Voice 2 Diabetes’ innovation, which can detect if someone has type 2 diabetes simply through an audio recording of their voice, is estimated to have the long-term potential of saving an estimated $32.75bn globally and helping 240 million adults living with diabetes worldwide who do not know they have the condition.
Brand Experience & Activation Lions
Weber Shandwick, Chicago for Pop-Tarts ‘The Edible Mascot’.
In the Brand Experience & Activation Lions, honouring creative, comprehensive brand building through experience design, activation, immersive, retail and 360° customer engagement, 2262 entries were received and 70 Lions awarded by the Jury: 10 Gold, 29 Silver and 30 Bronze. The Grand Prix was awarded to ‘The First Edible Mascot’ for Pop-Tarts by Weber Shandwick, Chicago, USA. To expand outside the breakfast category, the brand launched its inaugural Pop-Tarts Bowl during a US college football game where the winning team got to toast and then devour the mascot ‘Strawberry’ after the final whistle blew.
Luxury & Lifestyle Lions
LOEWE, Madrid for ‘LOEWE x Suna Fujita’.
For the first year of the newly launched Luxury & Lifestyle Lions, which celebrate creative communications for luxury goods and experiences with work that brings an aspirational lifestyle to life, 188 entries were received and seven Lions were awarded by the Jury: one Gold, two Silver and three Bronze. The Grand Prix went to ‘LOEWE x Suna Fujita’ for LOEWE by LOEWE, Madrid, Spain. The partnership between the Spanish luxury fashion house and Japanese artisanal ceramicist studio Suna Fujita gave birth to a highly exclusive collection of bags, jumpers, accessories and more that were inspired by the original world created by Suna Fujita.
Creative Strategy Lions
Dentsu Creative, Amsterdam for KPN ‘A Piece of Me’.
In the Creative Strategy Lions, 814 entries were received and 27 Lions were awarded by the Jury: four Gold, nine Silver and 13 Bronze. The Grand Prix went to ‘A Piece of Me’ for KPN by Dentsu Creative, Amsterdam. The leading Dutch telecom brand created a powerful music video and original song featuring a girl being shamed for forwarding a nude photo of herself to a love interest. ‘A Piece of Me’ helped raise awareness and change entrenched cultural attitudes of sexting being shameful in the Netherlands, helping to shift the criticism onto the person forwarding these images without consent instead of the victim.
Creative Effectiveness Lions
Rethink, Toronto for Heinz Ketchup ‘It Has To Be Heinz’.
Honouring the measurable impact of creative work, the Creative Effectiveness Lions received 306 entries and the Jury awarded 15 Lions: two Gold, five Silver and seven Bronze. The Creative Effectiveness Grand Prix went to ‘It Has To Be Heinz’ for Heinz Ketchup by Rethink, Toronto, Canada.
Creative Business Transformation Lions
LePub, Amsterdam for Philips ‘Refurb’.
In the Creative Business Transformation Lions, which honour creativity that drives businesses forward, 271 entries were received and eight Lions were awarded by the Jury: one Gold, two Silver and four Bronze. The Grand Prix went to ‘Refurb’ for Phillips by LePub, Amsterdam. The global tech brand tackled the issue of e-waste caused by unwanted products being returned after the winter gifting holiday season by only selling refurbished versions of its products during the period – revolutionising the brand’s e-commerce platform.
Social & Influencer Lions
Ogilvy PR, New York for Cerave ‘Michael Cerave’.
From 1769 entries received in the Social & Influencer Lions, 56 Lions were awarded: 9 Gold, 18 Silver, 28 Bronze and the Grand Prix was presented to ‘Michael Cerave’ for Cerave by Ogilvy PR, New York. The skincare brand created a faux-hoax conspiracy that the founder of its company was the actor and celebrity Michael Cera, seeding a four-week social media and influencer campaign that led up to the 2024 Super Bowl before revealing the stunt to the curious masses.
Audio & Radio Lions
Golin, London for Specsavers ‘The Misheard Version’
The Audio & Radio Lions, celebrating creativity that is wired for sound, received 759 entries, and 23 Lions were awarded: four Gold, six Silver and 12 Bronze Lions. The Grand Prix went to ‘The Misheard Version’ for Specsavers by Golin, London, UK. The healthcare specialists in vision and hearing employed artist Rick Astley to covertly re-record the lyrics to his hit single Never Gonna Give You Up to convince people to sign up for a free hearing test.
PR Lions
Golin, London for Specsavers ‘The Misheard Version’
The PR Lions, which honour strategic and creative communication – work with storytelling at its core, which establishes, protects and enhances reputation and business, awarded 50 Lions from 1528 entries: eight Gold, 16 Silver, 25 Bronze and the Grand Prix went to ‘The Misheard Version’ for Specsavers by Golin, London, UK. The healthcare specialists in vision and hearing employed UK pop singer Rick Astley to covertly re-record the lyrics to his hit single Never Gonna Give You Up to convince people to sign up for a free hearing test.
Media Lions
GUT, São Paulo for Mercado Libre ‘Handshake Hunt’
In the Media Lions, which demonstrate work that enhances and amplifies through game-changing channel strategy, 1888 entries were received and 60 Lions were awarded by the Jury: 10 Gold, 19 Silver, 30 Bronze and the Grand Prix was presented to ‘Handshake Hunt’ for Mercado Libre by Gut, São Paulo, Brazil. As Brazilians hit the internet during Black Friday 2023, the retailer launched a clever awareness campaign of its various promotional discounts. For the entire day of the consumer holiday and across the world’s second-largest TV Network, Globo, whenever a handshake happened on screen a scannable pop-up QR code appeared in the corner of the person’s TV linking to a promotional offer.
Creative Data Lions
McCann, Poland for Mastercard ‘Room for Everyone’
From 366 entries in the Creative Data Lions, celebrating the interplay of ideas and information, 12 Lions were awarded: three Gold, three Silver, five Bronze and the Grand Prix was awarded to ‘Room For Everyone’ for Mastercard by McCann Poland, Warsaw. As Poland experienced a mass influx of Ukrainians fleeing the country due to the war, the financial services brand helped tackle growing xenophobia towards the refugees by creating a platform that pinpointed optimal locations where Ukrainian businesses could open nearby complimentary Polish firms.
Creative B2B Lions
David, Madrid for JCDecaux ‘Meet Marina Prieto’
In the Creative B2B Lions, celebrating game-changing creative work in the B2B space, 371 entries were received and 13 Lions awarded: six Gold, four Silver, two Bronze and the Grand Prix that went to ‘Meet Marina Prieto’ for JCDecaux by David, Madrid. To promote the effectiveness of the outdoor advertising brand’s media spaces to C-Suite marketers in Spain, the company flooded the Spanish subway with images from the Instagram profile of an unknown 100-year-old woman. JCDecaux’s ‘Meet Marina Prieto’ campaign grew Marina’s following by +39285% and helped drive double the media investment to the advertiser.
Industry Craft Lions
Scholz & Friends, Berlin for Frankfurter Allgemeine Zeitung ‘The 100th Edition’
The Industry Craft Lions, celebrating the creative artistry, talent and skill required to bring a creative idea to life, received 1001 entries and 28 Lions were awarded: four Gold, nine Silver, and 14 Bronze Lions. The Grand Prix went to ‘The 100th Edition’ for Frankfurter Allgemeine Zeitung by Scholz & Friends, Berlin, Germany. After 99 iterations of the newspaper’s brand campaign where it selects an iconic person in culture and hides their image behind its large broadsheet – with context clues of who the person is being clear from their surroundings – the publication wanted to honour the 100th edition with an impactful person. As right-wing extremism continues to rise in the region, Frankfurter Allgemeine Zeitung chose to feature Margot Friedländer, a 102-year-old Holocaust survivor taken at the Memorial to the Murdered Jews of Europe in Berlin, to share a message of humanity, respect and tolerance.
Film Craft Lions
Revolver, Sydney / Tony Petersen Film / HeimatTBWA, Berlin for Hornbach ‘The Square Meter’ ~ directed by Steve Rogers
The Film Craft Lions, celebrating onscreen artistry, received 1552 entries and 46 Lions were awarded: seven Gold, 16 Silver, and 22 Bronze. The Grand Prix was awarded to ‘The Square Meter’ for Hornbach D.I.Y. / Home Improvement Stores by HeimatTBWA, Berlin, Germany / Revolver / Tony Petersen Film. The German DIY retailer created an intimate film that subtly commented on the rising cost of rent per square metre by following a man navigate his fantastical close-quarters home.
Digital Craft Lions
FCB, New York for Spotify ‘Spreadbeats’
From 552 entries received in the Digital Craft Lions, which celebrate technological artistry, 18 Lions were awarded by the Jury: three Gold, six Silver and eight Bronze. The Grand Prix was presented to ‘Spreadbeats’ for Spotify by FCB New York, USA. The music streaming platform’s B2B campaign featured a sprawling four-minute music video that was created entirely within the cells of Microsoft Excel.
Design Lions
Circus Grey, Lima for Sol Cement ‘Sightwalks’.
In the Design Lions, honouring visual craftsmanship, 927 entries were received and 31 Lions were awarded by the Jury: five Gold, 11 Silver, and 14 Bronze. The Grand Prix went to ‘Sightwalks’ for Sol Cement by Circus Grey, Lima, Peru. The Peruvian cement brand created a new system that updated the international tactile paving system that helps visually impaired people navigate urban areas, creating new codes that direct people towards places of interest like banks or restaurants.
Entertainment Lions
Creative X, Palo Alto / Modern Arts, Los Angeles for WhatsApp ‘We Are Ayenda’.
In the Entertainment Lions, 762 entries were received and 27 Lions awarded by the Jury: three Gold, eight Silver and 15 Bronze. The Grand Prix went to ‘We Are Ayenda’ for WhatsApp by Creative X, Palo Alto, and Modern Arts, Los Angeles, USA. The campaign’s documentary tells the inspiring and harrowing story of the Afghan Girls National Football Team using the encrypted messaging service to help flee the country following the Taliban taking control in 2021.
Entertainment Lions for Music
AlmapBBDO, São Paulo for Johnnie Walker ‘Errata At 88’.
From 442 entries received in the Entertainment Lions for Music, honouring creative musical collaborations and branded music content, 16 Lions were awarded: two Gold, five Silver and eight Bronze. The Grand Prix went to ‘Errata at 88’ for Diageo by AlmapBBDO, São Paulo, Brazil. Diageo’s whiskey brand Johnnie Walker wanted to celebrate the forgotten founding mother of the Brazilian music genre Bosa Nova, correcting the historical error by telling Alaíde Costa’s story and returning her to perform at Carnegie Hall after six decades.
Entertainment Lions for Gaming
McCann, London for Xbox ‘The Everyday Tactician’
In the Entertainment Lions for Gaming, celebrating creative work that connects people to brands through gameplay, 407 entries were received and 15 Lions were awarded by the Jury: two Gold, five Silver and seven Bronze. The Grand Prix went to ‘The Everyday Tactician’ for Xbox Games Pass by McCann London, UK. The brand listed a new tactician job posting for a professional UK football club that could only be applied for through its newly launched Football Manager 2024 game, creating a documentary that followed the new hire transferring his digital expertise over to a real-world football team.
Direct Lions
McCann, London for Bob ‘The Everyday Tactician’
The Direct Lions, celebrating targeted and response-driven creativity, received 2025 entries and 62 Lions were awarded: 10 Gold, 20 Silver, 31 Bronze and the Grand Prix went to ‘The Everyday Tactician’ for Xbox Games Pass by McCann London, UK – the campaign’s second Grand Prix so far this year. The brand listed a new tactician job posting for a professional UK football club that could only be applied for through its newly launched Football Manager 2024 game, creating a documentary that followed the new hire transferring his digital expertise over to a real-world football team.
Print & Publishing Lions
Ogilvy, New York for Coca-Cola ‘Recycle Me‘.
In the Print & Publishing Lions, which honour creativity in circulation, 734 entries were received and 21 Lions awarded: four Gold, three Silver, and 13 Bronze Lions and the Grand Prix, which went to ‘Recycle Me’ for Coca-Cola, by Ogilvy, New York, USA. The brand crushed its signature red cans to make new misshapen logos and promote recycling on a mass scale.
Lions Health and United Nations Foundation Grand Prix for Good
Impact BBDO, Dubai, UAE, for UN Women ‘Child Wedding Cards’.
Health & Wellness Lions
FCB, Chicago for Dramamine ‘The Last Barf Bag’
In the Health & Wellness Lions, honouring creativity for personal well-being, 1252 entries were received and 38 Lions awarded: five Gold, 14 Silver and 18 Bronze. The Grand Prix went to ‘The Last Barf Bag’ for Dramamine by FCB Chicago, USA. The nausea medication created an ode to the humble barf bag, launching an integrated campaign that featured a 13-minute documentary on the competitor its own effectiveness has helped to kill.
Pharma Lions
Area 23, An IPG Health Network Company, New York for Siemens Healthineers ‘Magnetic Stories’
In the Pharma Lions, which celebrate life-changing creativity, from 232 entries, seven Lions were awarded: one Gold, two Silver and three Bronze Lions. The Jury awarded the Pharma Grand Prix to ‘Magnetic Stories’ for Siemens Healthineers by Area 23 New York (An IPG Health Network Company), USA. The MRI manufacturer created a series of children’s audiobooks that integrated the frightening sounds from the medical equipment into fun fantastical elements of the stories so children undergoing the exam would be less scared.
