Times of India printed 2.28 million pages in purple ink, the colour of India’s electoral finger mark, before major cities voted in the 2024 General Elections. For every 132 voters who stayed home, one page ran in purple. The campaign line: “Don’t waste a drop of electoral ink. Havas Creative India won India’s first Gold Lion at Cannes 2025 for the work.
CHOROGUSAN and Dminusone installed a new algorithm on grocery store POS terminals in migrant communities across South Korea. When a parent bought baby products, the receipt printed a vaccination reminder in their native language with a QR code linking to free healthcare support. 70,000 receipts reached migrant families. 80% of children who had missed care went on to receive vaccinations.
Mastercard Germany added a legally binding organ donor declaration to its payment card. Users opt in through the VIMpay app, specify which organs they are willing to donate, and the declaration is printed on their card. They sign it. 86% of Germans carry their bank card daily. Only 26% carry an organ donor card.
Mastercard Poland used its own anonymised transaction data to build a free relocation platform for Ukrainian refugees arriving in Poland. Users filled in an anonymous form and received personalised recommendations of Polish cities matched to their employment needs and family size. The platform attracted 242,170 unique visitors and directly benefited an estimated 300,696 individuals.
Corona calculated the precise evening angle of Cape Town’s winter sun, drew a chalk label on the pavement in advance, and waited. When shadows stretched long enough each evening, the silhouette of a Corona bottle appeared on the street for a few minutes. Then the sun moved, and it disappeared until tomorrow.
Aguila Beer, as Colombia’s official team sponsor, turned its jersey logo into a sliding discount. The bigger the Aguila logo a fan agreed to wear, the lower the price dropped, from $150 all the way to $20. An 87% price reduction for fans who gave the brand the most chest space. It won Gold at Cannes Lions 2026.
Ziploc identified that food waste and savings loss share the same cause: expiration. Shoppers uploaded any expired food coupon to the Ziploc platform and received an extended offer, on condition they bought Ziploc products. 80 retail partners. 65,000 store locations. 49% redemption rate. It won the Creative Commerce Grand Prix at Cannes Lions 2025.
KIA Colombia produced six print executions showing a smartphone screen from the driver’s point of view at the exact moment a notification arrives. The tagline: “No la abras.” The ad showed the last thing a driver should see at 80 kilometres per hour to a stationary audience who never would.
Women’s Aid placed billboards across London showing England’s kickoff time as 11:37pm rather than 9pm. That is the estimated moment domestic abuse surges after the final whistle, calculated using match duration, travel time, and post-match drinking patterns. The campaign intercepted fans searching for kickoff times and gave them a different answer.
Heinz looked at football’s red and yellow cards and saw ketchup and mustard. Penalty Packets are larger-format sauce sachets shaped exactly like referee cards, carrying twice the standard sauce amount. Launched exclusively at Walmart at $1.57, a deliberate nod to the brand’s “57 varieties.” No FIFA sponsorship required.
Heinz redesigned the fry box for the first time in 75 years by adding a pop-out ketchup compartment physically shaped like the Heinz Keystone logo. Launched across 11 countries in January 2026. It is the product version of their Cannes Grand Prix-winning “Look Familiar?” campaign, which first pointed out that the fry box and the Heinz logo are the same shape.
McDonald’s France placed billboards with two contrasting headlines on the same board, one for wins, one for losses, both pointing to the same McFlurry. “Game winner” next to “Game whiner.” The tagline: “Whatever the reason, yours deserves a McFlurry.”
Too Good Kenya gave sick cows paid sick leave. Farmers WhatsApp the brand when a cow needs antibiotics. Too Good pays for every day of lost income during the withdrawal period, removing the incentive to sell contaminated milk. $27,000 returned to farmers in eight months. Kenya’s first Cannes Lions Grand Prix.
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.
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 their cane and knows exactly what building is in front of them. 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. The shirt became a neighbourhood directory. It won the Entertainment Lions for Sport Grand Prix at Cannes Lions 2026.
