Ogilvy Bangkok won a pair of Lions for a weird and amusing yogurt spot about gut health.
Once the craziness of Cannes Lions week is over, it’s fun to dig through the winners’ lists to find work that may have gotten a bit lost in the shuffle.
Below, check out 15 Lion-winning campaigns from around the world this year that we felt deserved a second look. (Plus, look back on all of the Grand Prix winners here.)
One of two Oreo campaigns on this list, this one involved the launch of six different Oreo-cookie embossments, inspired by the Xbox controller buttons, which let consumers create cheat codes with the Oreo Xbox Special Edition and unlock in-game content in Forza Horizon 5, Halo Infinite and Sea of Thieves.
The U.S. Constitution guarantees freedom of religion—so, what if a new religion were invented that endorsed a woman’s right to choose? That was the starting point of this campaign centered around an impressively designed book of beliefs.
Email isn’t the sexiest marketing channel, but when used creatively, it can deliver big results—as seen in Gale’s clever campaign connecting customers who made the same orders at the same time in different parts of the country.
There was a lot of talk about AI at Cannes this year. This delightful campaign was one of the few that showed how generative AI, when used with guardrails, can lead to resounding success.
Thai advertising is revered for its offbeat humor. This campaign fits perfectly into that legacy with a personification of gut health that’s quite unforgettable.
For World Children’s Day, Media.Monks partnered with Yo Quiero, Yo Puedo and Oriental Films to educate people on a gruelling reality in Mexico that’s rarely discussed. Over 300,000 girls share the same fate as the subject of the film.
This standout print campaign promoted Ikea’s furniture recycling program by featuring items that had outlasted their original owners—for reasons including death, divorce, bankruptcy and the pandemic.
Ogilvy subtitled the city of Chicago in honor of the thousands of subtitled films that have screened over the years at the Chicago International Film Festival.
The EU School Scheme supports the distribution of milk, fruit and vegetables to millions of children, from nursery to secondary school, across the European Union. This film from Oatly cleverly advocated for plant-based milk to be among the offerings.
Much like Oreo’s “Cheat Cookies” campaign did (see above), “Oreocodes” engaged customers on a one-to-one level using some snazzy tech. In this case, a commerce experience tapped into the minimalistic similarity between barcodes and a stack of Oreos to allow people to get Oreo offers by scanning barcodes on milk products.
PETA won its first Lion since 2016 for “Red River Farm,” a darkly satirical take on children’s television programs—with animals on a farm singing about how they’re really treated, much to the horror of the show’s host.
Rocky’s famous solo jog through the streets of Philadelphia becomes a group affair in this seamlessly produced spot for betting site Ladbrokes, directed by Nicolai Fuglsig.
Nigeria won its first-ever Cannes Lion with this campaign from X3M Ideas, which created a formula that calculated and issued a new, more realistic life expectancy for Nigerians based on time spent in the soot-ravaged Rivers State.
Designers will nerd out on this campaign, which challenged the industry to create dyslexia-friendly fonts other than the famous (and much-hated) one that’s already out there—Comic Sans.
After years of fighting lawsuits from big dairy, plant-based NotCo decided to use language directly from those lawsuits in its ads.
