Marmite renamed itself WeMite for the World Cup and produced three jar sizes based on England fan optimism. Small for quarters, medium for semis, large for “WeMite go and win it.” Distributed through Heathrow Express to fans boarding flights to America, where Marmite is significantly harder to find than heartbreak.
Too Good Kenya gave sick cows paid sick leave. When a cow needed antibiotics, farmers WhatsApp the brand and receive full income compensation for the 3 to 5-day withdrawal period. The incentive to sell contaminated milk disappeared entirely. $27,000 returned to farmers in eight months. Kenya’s first ever Cannes Lions Grand Prix.
Cemento Sol and Circus Grey Peru pressed a coded vocabulary of horizontal lines into Lima’s sidewalk tiles. One line means restaurant. Two means bank. Three means grocery. Four means pharmacy. A blind person counts the lines with a cane and knows exactly what building they are standing in front of, independently, without asking anyone. 75,000 square metres installed. Open source globally.
Club Deportivo Municipal divided its football jersey into 1,000 individual sponsorship squares, priced from 100 soles each, making official jersey partnership available to any local business or fan who wanted in. The squad from Philipstown shirt became a neighbourhood directory. The campaign won the Entertainment Lions for Sport Grand Prix at Cannes Lions 2026.
Comando Con Venezuela secretly trained 600,000 volunteers to photograph ballot QR codes at 30,000 polling stations using their own smartphones. The independently collected data exposed a 30-point gap between the official result and the actual vote. María Corina Machado won the Nobel Peace Prize in 2025. The campaign won the Cannes Lions Titanium and Grand Prix for Good in 2026.
