The work that wins at Cannes Lions is often indicative of what the industry sees as its true purpose.  

This year, the buzz at the festival was that there would be a shift towards awarding more big brands and proper commercial campaigns, to prove the argument that advertising is ultimately about selling products and building businesses. Some such campaigns were in the mix, but as in recent years, plenty of work tackling societal issues also scored the top prizes. 

The Grand Prix winners included Publicis Groupe’s campaign to erase the stigma of cancer in the workplace, Clash of Clans’ fake game history for its anniversary, Apple’s film celebrating disability inclusion, and a digital innovation supporting a country that could be eradicated due to climate change. All of the work demonstrates the true breadth of creativity that still powers this industry. 

Check out all the Grand Prix-winning campaigns below. 

Partners Life | ‘The Last Performance’ by Special New Zealand

Health & Wellness Grand Prix

Publicis Groupe | “Working with Cancer”

Health Grand Prix for Good

Eurofarma | “Scrolling Therapy” by Dentsu Creative

Pharma Grand Prix

British Airways | “A British Original” by Uncommon Creative Studio

Outdoor Grand Prix

Skinny | ‘Phone In’ by Colenso BBDO

Radio & Audio Grand Prix

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