The 72nd Cannes Lions International Festival of Creativity kicked off in full force today, unveiling its first wave of Grands Prix winners across five major categories: Audio & Radio, Health & Wellness, Pharma, Print & Publishing, and Outdoor. With an emphasis on emotional intelligence, cultural relevance, and brand bravery, this year’s early winners are setting a high creative bar.
“We’re seeing work that not only pushes creative boundaries but also demonstrates the tangible impact creativity can have on business and society,” said Simon Cook, CEO of LIONS.
Health & Wellness + Pharma: Science Meets Storytelling
Grand Prix – Health & Wellness
- “Vaseline Verified” – Unilever / Ogilvy Singapore
In a clever fight against viral health misinformation, Vaseline tested TikTok hacks in the lab and partnered with creators to deliver real science to audiences.
Grand Prix – Pharma
- “Make Love Last – Bedroom” – Viatris / Ogilvy Shanghai
A stunning long-exposure photography campaign for Viagra captured intimacy with tasteful subtlety, turning a regulated product into an emotional touchstone.
“It was a bold yet quiet masterclass in storytelling,” said Jury President Franklin Williams.
Lions Health Grand Prix for Good
- “The Best Place In The World To Have Herpes” – New Zealand Herpes Foundation / FINCH & Motion Sickness
An irreverent, data-driven campaign to de-stigmatize herpes—with national pride on the line. Wild, weird, and wildly effective.
Audio & Radio: Budweiser Drops the Mic—After One Second
Grand Prix – Audio & Radio
- “One Second Ads” – Budweiser / Africa Creative DDB São Paulo
Bud tapped into iconic music recognition with 1-second audio clips, challenging fans to guess the songs on social. A masterstroke in sonic branding and brevity.
Print & Publishing: PENNY Goes All In on Price
Grand Prix – Print & Publishing
- “Price Packs” – PENNY / Serviceplan Munich
Stripped-down packaging focused solely on affordability turned into a bold brand statement about economic transparency.
“Elegance, courage—and prices,” said Jury President Icaro Doria.
Outdoor: KitKat Breaks Phones, Paris Breaks Boundaries
Grand Prix – Outdoor #1
- “Phone Break” – KitKat / VML Prague
A historic first Grand Prix for the Czech Republic, this campaign showed commuters and friends clutching KitKats instead of phones—no words, no logos, just insight and craft.
Grand Prix – Outdoor #2
- “Paris 2024 Olympic Opening Ceremony” – Paname 24 + partners
By transforming the Seine into a six-kilometer stage, Paris redefined what outdoor storytelling can mean—turning public space into poetry.
“Expansive, emotional, essential,” offered Outdoor Jury President Keka Morelle.
Special Awards: Health Agencies Take the Spotlight
Healthcare Network of the Year
- FCB Health
- Real Chemistry
- Ogilvy Health
Healthcare Agency of the Year
- AREA 23 (IPG Health) – New York
- 21Grams
- Ogilvy Health
More winners are set to be announced throughout the week (June 16–20) at nightly Awards Shows. Full lists and highlights can be found at canneslions.com and on The Work platform.
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