The top 5 Grand Prix winners from Cannes Lions 2024

The Cannes Lions International Festival of Creativity instructed its juries this year only to award purpose-driven work if the benefits to the brand were clear. And indeed, while many purpose campaigns were still honored, the upper echelon of winners featured a larger percentage of unapologetically commercial work for big brands. (When we did this same list last year, four of the top five campaigns were focused on purpose.)