The third day of the Cannes Lions International Festival of Creativity was marked by awards celebrating data-driven creativity, media innovation, direct marketing, public relations and creator-led campaigns, with BCP, Uber Eats, UVA App, KitKat and Heineken among the evening’s biggest winners.
Particular attention was drawn to SOS POS for BCP, which won the Grand Prix in the Creative Data Lions category. The work by Circus Grey turned ordinary POS terminals into emergency account-blocking points for victims of mobile phone theft, reaching more than 34 million people in Peru.
In the Media Lions category, the Grand Prix went to Build Your Own Super Bowl for Uber Eats. The campaign by Special from Los Angeles introduced a restaurant experience within the app that allowed fans to create their own Super Bowl commercial, connecting with new audiences while achieving record-breaking sales results.
The Grand Prix in the Direct Lions category was awarded to Uva Uva Bombón for UVA App. The work by de la Cruz Ogilvy used the attention generated by Bad Bunny’s Super Bowl performance, turning a global cultural moment into immediate consumer action and additional visibility for the challenger delivery brand.
In the PR Lions category, the highest honour went to The KitKat Heist for KitKat. The campaign by Burson from London turned the theft of a single KitKat product into a global communications opportunity, using an unexpected situation to strengthen brand perception and drive audience engagement around the world.
Among the evening’s most notable winners was also Heineken, whose campaign Could Have Been a Heineken won the Grand Prix in the Social & Creator Lions category. The work by LePub from Milan transformed WhatsApp voice notes into an invitation to meet in real life, encouraging people to step away from their screens and reconnect in person over a beer.
In the same category, Croatian agency Imago Ogilvy also achieved success, winning a Bronze Cannes Lion in the Local Brand subcategory for the campaign A Cry for Hydration for Studena.
Alongside the individual category winners, the Festival also presented special awards. The title of Media Network of the Year went to Carat, ahead of OMD Worldwide and PHD Worldwide.
In the healthcare segment, Burson from London was named Healthcare Agency of the Year, while second and third place went to Golin Ketchum from London and Ninch Company from Buenos Aires.
According to Simon Cook, CEO of LIONS, this year’s winners once again show how creativity can generate growth for companies, people and society as a whole, while setting new global standards for the industry.
