Cannes Lions revealed winners across its Entertainment and Craft categories in the festival’s second awards show, handing top prizes to standout campaigns that blended brand storytelling with cultural moments and technical skill.
From 656 Entertainment Lions entries, 20 Lions were awarded. The Grand Prix went to “Original Forever” for adidas, created by Johannes Leonardo. The campaign leaned into adidas’s history with Oasis, collaborating with the band on official tour merch and memorable fan experiences to spark renewed fandom and cultural buzz. Jury president Chris Beresford-Hill said the work rose above others by “showing up in the right moment, for the right community, with something worth caring about.”
In Entertainment Lions for Gaming (216 entries), David, New York, won the Grand Prix for “Copycats Welcome” for Clash Royale. The idea welcomed players of imitation games back to the original by making in-game progress and purchases transferable; a clever, community-first move that turned potential legal battles into goodwill.
Entertainment Lions for Music awarded two Grand Prix winners from 318 entries: Rosalía’s “Berghain” by Canada, Barcelona, and adidas’s “Original Forever.” Jury president Matt Murphy praised both for their commitment and for integrating artist and brand storytelling in fresh ways.
The Entertainment Lions for Sport Grand Prix went to “The Thousand Sponsors of Muni” by McCann, Lima, from 660 entries. The campaign turned thousands of fans into sponsors to save a local football club, demonstrating how fandom can replace traditional sponsorship and keep clubs alive.
Design’s Grand Prix was Apple TV’s rebrand by TBWA\Media Arts Lab, chosen from 792 entries for its cinematic, human-made approach that matched the platform’s content. Digital Craft’s top prize went to Google’s “Project Genie,” a first-of-its-kind consumer application of a powerful AI model that showed where technology and creativity can meet. Film Craft’s Grand Prix was “Your Way Out” for Coinbase, an inventive film using video-game aesthetics, and Industry Craft’s went to De’Longhi’s “Tiny Coffee Shops,” which turned coffee machines into miniature, handcrafted cafés.
Across categories, juries praised work that combined cultural relevance, technical craft and genuine community engagement — campaigns that don’t just advertise, but create experiences people care about.
