Entertainment prize goes to Adidas’ Oasis campaign
- 2 hours ago
- 1 min read
THE WINNER of the Entertainment Grand Prix for 2026 is ‘Original Forever’, an iconic
collaboration between Adidas Originals and rock band Oasis, entered by Johannes Leonardo New York and Adidas London. ‘Original Forever’ was a campaign and clothing collection that celebrated the long-standing connection between the band and the brand.
Built around Oasis’s reunion tour, it tapped into the shared cultural legacy of 1990s Britpop
and classic Adidas streetwear, with Liam and Noel Gallagher front and centre in the campaign imagery.
The campaign placed Adidas authentically at the heart of the Oasis tour — and generated
huge merchandise sales, both to original and new fans.
Jury President Chris Beresford-Hill, worldwide chief creative officer, BBDO Worldwide, said the jury had a “visceral emotional reaction” to the campaign.
“It was the right brand, right band, right moment. They absolutely nailed it — we couldn’t look away.”
Looking across the category Beresford-Hill said the jury favoured work that had “a meaningful clear role for the brand but where the brand really leaned into entertainment. It was not about gratuitous close-ups of logos.” Beresford-Hill was the first jury president to reflect on Cannes Lions’ new integrity rules. He said: “It was satisfying to engage with work where the veracity was never in question.”
The jury also awarded three Golds to campaigns from Mexico, the US and US/Italy.
Comments