Rejoice, ‘90s kids—MC Hammer will always be relevant. “Can’t Touch This,” the nostalgic Super Bowl spot from Goodby Silverstein & Partners that launched Cheetos Popcorn in 2020, won the only Grand Prix in Creative Strategy at the Cannes Lions International Festival of Creativity.

"This was the one that that did it all. Whether that’s communications strategy, whether it was digital or social strategy, whether it was the insight itself, whether it was product strategy, a product truth—a product attribute actualy, which was geniously renamed," said Jury President Suzanne Powers, global chief strategy officer, McCann Worldgroup, during a Cannes Lions Live debrief. "We do celebrate the serious stuff—it's nmportant for brands to take o those challenges—but it’s also important to understand that when we're in a business like this one we can also tap that human emotion joy, and laughter and a little bit of levity."

The musical spot took a famous drawback—the dusting of crumbs and cheese known as “Cheetle”—and turned it into a benefit. With his hands covered in orange mess, a man avoids bothersome problems like work and moving furniture, while Hammer pops up in every corner of his life.

The jury also awarded nine Bronze Lions, seven Silver Lions and three Gold Lions. “The Connected Island,” for U.K. telecom Three by Boys and Girls in Dublin, blanketed a remote Irish island in 5G internet access, revitalizing the local economy.

“Project Free Period,” for Stayfree by DDB Mudra in Mumbai, helped sex workers learn a new trade in the few days each month they weren’t required to work. And Starbucks’ “What’s Your Name” initiative from Iris London helped prevent trans people from being deadnamed in stores.