The second day of the Cannes Lions International Festival of Creativity was marked by awards celebrating creativity in entertainment, sport, design and craft, with adidas, Apple, Google, Coinbase and De’Longhi among the evening’s biggest winners.
Particular attention was drawn to Original Forever for adidas, which won two Grand Prix awards – in the Entertainment Lions and Entertainment Lions for Music categories. Created by the agency Johannes Leonardo, the campaign was built around the intersection of the brand and the cultural phenomenon of the band Oasis, and included official merchandise for the reunion tour as well as a series of activities aimed at strengthening the fan community.
In the Entertainment Lions for Gaming category, the Grand Prix went to Copycats Welcome for Clash Royale. Instead of fighting imitators, the campaign invited players from competing copycat games to switch to the original title while keeping their progress, making the community a key driver of the campaign’s reach and impact.
Two Grand Prix awards were also presented in the Entertainment Lions for Music category. Alongside adidas, the Jury honoured Berghain, created for artist Rosalía, which was described as an exceptional combination of music, visual expression and cultural influence.
The sports category was defined by The Thousand Sponsors of Muni for Peruvian football club Club Deportivo Municipal. Rather than relying on a single major sponsor, the club enabled supporters to become part of a sponsorship network, turning community support into a model for financing and revitalising the club.
The Design Grand Prix was awarded to Apple TV Rebrand, developed for Apple by the teams at TBWA\Media Arts Lab. The Jury particularly highlighted the craftsmanship behind the work and the way the new identity conveys the cinematic character of the content available on the platform.
In the Digital Craft category, the highest honour went to Project Genie by Google. The project applies the Genie 3 model to transform advanced artificial intelligence research capabilities into an accessible user experience, opening new creative possibilities for digital product development.
Among the evening’s most notable winners was also Coinbase, whose film Your Way Out won the Grand Prix in the Film Craft category. The work uses video game aesthetics to challenge perceptions of today’s financial system, with the Jury particularly praising the originality of its direction and execution.
In the Industry Craft category, the Grand Prix was awarded to Tiny Coffee Shops for De’Longhi. The campaign transformed well-known coffee machines into handcrafted miniature cafés, aiming to change perceptions of drinking coffee at home and deepen the relationship between consumers and the brand.
During the ceremony, the prestigious Cannes LionHeart Award was also presented. The award recognises individuals who use their influence to create meaningful and lasting social change. This year’s recipient was Oprah Winfrey, media leader, producer, actress and philanthropist.
According to Simon Cook, CEO of LIONS, this year’s winners demonstrate how outstanding execution and a deep understanding of fan communities can simultaneously build brand relevance, cultural impact and business results.
