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The winner of the 2022 Outdoor Grand Prix is ‘Liquid Billboard’, an adidas campaign created by Havas Middle East, Dubai. Explaining why the adidas campaign beat off Gold Lions-winning work from the likes of Pepsi, Netflix and Burger King, jury president Eugene Cheong, chief creative officer of DDB Asia, described it as “the kind of spectacle that stops traffic”. ‘Liquid Billboard’ was built around the insight that vast numbers of women in the Middle East feel uncomfortable swimming in public (88% in the region compared to 32% worldwide). The campaign involved building a huge 3D billboard in which women could swim. Women of any shape, ethnicity or ability were invited to swim in the billboard, in the process becoming ambassadors for the brand’s new inclusive swimwear collection. Amplified across a range of digital and outdoor activations, the ‘Liquid Billboard’ campaign sparked a global conversation in 60 countries and generated $6m in earned media. Cheong said: “For me, this campaign said ‘adidas, welcome back to the game’. For too long, they sat on the sidelines while Nike ran rings around them.” All told, the jury awarded 12 Gold Lions to 10 different campaigns. The US dominated, but there were wins for Brazil, Argentina, Poland/Netherlands and Singapore/Malaysia. Asked to comment on sector trends, Cheong said: “The jury discussed the fact that a lot of brands want to be seen to be doing good. But consumers can spot bullshit from 100 paces. So it’s important not to do good just for the sake of appearances or to jump on a bandwagon.” Jury votes for ‘Elections Edition’ A Lebanese newspaper that decided not to publish its hotly anticipated elections edition is the winner of the 2002 Print & Publishing Grand Prix. Jury president Natalie Lam, chief creative officer of Publicis Groupe APAC & MEA, said Impact BBDO Dubai’s disruptive work on behalf of An-Nahar Newspaper “cut through the clutter and sent a strong message it to its market”. The decision to cut a key edition was taken against a backdrop of political volatility, with the incumbent Lebanese government seeking to delay elections. One reason cited by politicians was a lack of paper and ink — so the An-Nahar Newspaper dropped an edition and sent its supplies to the government printer. This helped ensure the elections kept to schedule. “We wanted to support a big idea that would make print exciting for the next generation of creatives coming through,” Lam said. “’The Elections Edition’ was bold, fresh and simple.” Lam was initially worried about print’s ability to stand out as a medium in a fragmented and fast-moving landscape, “where all the talk is of NFTs and the metaverse”. She added: “But there was a lot of inspiring, powerful and beautiful work on show.” The Print & Publishing jury awarded six Gold Lions to four distinct campaigns. As in Outdoor, ‘Better With Pepsi – McDonald’s’, from OMD New York, picked up three. Dentsu makes history for Vice in Radio & Audio The Winner of the 2022 Radio & Audio Grand Prix is ‘The Unfiltered History Tour’, a thought-provoking campaign for Vice Media by Dentsu Creative Bengaluru/Mumbai/Gurgaon. Jury president Mariana O’Kelly, global executive creative director at Ogilvy, said the campaign was “brave, disruptive and articulated the best value in the world, which is the truth”. ‘The Unfiltered History Tour’ centres on 10 iconic artefacts currently located in the British Museum having been plundered from their homelands. It takes the form of a podcast series and interactive mobile experience in which the true stories of how these objects ended up in the British Museum are told. The objects featured include the Benin Bronzes and Rosetta Stone. To use the Tour, visitors to the British Museum point their phones at the objects in question and unlock the multimedia content via an augmented-reality feature. The stories are brought to life by experts with a connection to the homeland of the disputed objects. O’Kelly said the Radio & Audio category had demonstrated high levels of innovation in 2022, with entries drawn from gaming, NFTs, podcasts and Whatsapp as well as radio. “We wanted to celebrate the widest possible selection of work to make sure we open this category up,” she added. “Our list of winners reflects this diversity of approach.”

This year sees the launch of the Creative B2B Lions to celebrate game-changing work for products and services that are purchased by professionals on behalf of businesses. But why has this watershed moment taken so long? By Cos Mingides, founding partner of BBN’s London-based B2B agency True B2B Brands are the engine of the global economy and business brands like GE, IBM, Cisco, SAP and Goldman Sachs are some of the most highly valued in the world. Yet B2B marketing has remained firmly in the shadow of B2C. With this year’s launch of the Creative B2B Lions, B2B is finally taking centre stage. It’s not as though B2B campaigns haven’t been making an impact at the Cannes Lions International Festival of Creativity. Last year, Doconomy’s ‘2030 Calculator’ won the Grand Prix in Creative eCommerce. ‘Fearless Girl’ from State Street Global Advisors became one of the most awarded campaigns in the history of the Cannes Lions in 2017, winning four Grand Prix. Other past big winners include Mailchimp, winner of the Cyber Grand Prix for ‘Did You Mean Mailchimp?’, and Volvo Trucks, which picked up two Grand Prix for ‘Epic Split’ starring Jean-Claude Van Damme. These campaigns showed that B2B brands can drive culture and set the creative benchmark every bit as high as their B2C counterparts. Now, with the Creative B2B Lion, we finally have a dedicated platform to advance the evolution of the sector. The B2B marketing sector is still in its nascency compared with B2C. Research released last year from System1 and the B2B Institute shows a creative crisis in B2B, with B2B ads significantly under-performing against their B2C counterparts. A total of 75% of ads tested only achieved a one-star on their five-star ‘emotion-to-action’ measurement system — meaning the ad is contributing zero in terms of long-term market-share growth. It’s a complex issue that has developed over time and is primarily driven by the rise of digital, which resulted in a painful period for B2B. As everything moved online and away from the traditional trade press, the ATL B2B agencies lost their canvas for creativity and the direct-marketing agencies grew, creating a proliferation of agencies focused on sales activation. Email marketing became the primary communication channel, which is hardly conducive to creativity or big ideas. And as the sector became more and more sales-focused, marketing departments were slowly devalued. The game has now changed. The rise of programmatic ad buying and addressable TV has been revolutionary in B2B. Suddenly, above-the-line channels that were previously prohibitive could be bought in a more targeted way, lowering the barrier to entry and raising the creative possibilities. The other obstacle was the lack of empirical evidence on B2B effectiveness. The launch of LinkedIn think tank The B2B Institute resulted in the creation of research that marketers and agencies could use to make the case for brand building and creativity. In 2019, The B2B Institute commissioned pioneering research with Les Binet and Peter Field, in conjunction with the IPA, called The 5 Principles Of Growth In B2B Marketing, and this laid the groundwork for B2B effectiveness. Among several other great research papers, they also worked with Byron Sharp and The Ehrenberg-Bass Institute to launch How B2B Brands Grow, which has changed the way brands look at the role of marketing. Marketers now have the evidence to build a strong business case for investing in big ideas that get talked about, drive culture and build fame for B2B brands in the wider world. But B2B leaders are not accustomed to investing in big, fame-driving campaigns. To do anything meaningful, B2B production and media budgets need to be a lot higher than they are now. Creativity should be considered a valuable asset that will be a driver of business growth. That shift in mindset is critical as we enter the next stage in the evolution of B2B. Anita Elberse, a Harvard Business School professor and author of Blockbusters, a book analysing routes to success in the entertainment industry, says: “In investing, we intuitively think we should make a number of small bets. A blockbuster strategy is the opposite. It means making fewer huge investments. But it turns out to be safer.” The B2B brands that understand this quickly and bet big on creativity now will be the ones shaping the future and leading the way in their industries. It is a key moment in time where brands can gain a major competitive advantage. “The B2B brands that bet big on creativity now will be the ones shaping the future and leading the way in their industries” From a creative-industry perspective, a challenge that will be harder to overcome quickly for B2B is that the work simply isn’t as visible as it is in B2C. This is because audiences tend to be smaller, media is more targeted and brands are lower profile. This acts as a barrier to attracting industry talent to B2B agencies as there isn’t the same pull factor for the industry’s leading creatives and strategists. But arguably, marketers, creatives and strategists have much more scope to make their mark in B2B. As so many brands lack maturity, agencies are often working with almost a blank sheet of paper — an inspiring prospect and a rarity in the consumer world. This level of creative freedom should entice anyone in the industry with ambitions to shine. And as the level of creative work elevates over time, B2B will attract a wider pool of talent. The launch of The Creative B2B Lions will certainly go a long way to helping this. This is the beginning of an exciting new chapter for B2B.

This is a huge week for brewing giant Anheuser-Busch (AB) InBev, which is celebrating the news it has been named Creative Marketer Of The Year. Ryan Verschoor, AB InBev head of marketing culture and capabilities, said the company is “humbled and honoured” to accept the award and has curated a series of events across the week to mark the achievement. The programme kicks off this morning with a Lions Intelligence session entitled AB InBev And Microsoft: Two Titans Of Creative Effectiveness, featuring Marcel Marcondes, AB InBev’s global chief marketing officer, and Kathleen Hall, Microsoft’s corporate vice-president of brand, advertising and research. “They’ll be talking about the 4Ps — purpose, people, passion and partnership — which is timely given that AB InBev and Microsoft were partners on last year’s Grand Prix-winning Lions campaign, ‘Michelob ULTRA Courtside’, with FCB and the NBA,” Verschoor said. Throughout the week, marketers from across the company will talk about what creative effectiveness means to AB InBev’s brands. “Then, on Friday, Marcel will talk in detail about the transformational journey we have been on for the last five years,” Verschoor said. He added that it is important that AB InBev has so many voices at the Lions: “We have 500 brands and 2,000 marketers, so we can’t really turn up in Cannes with one or two brand teams. We have had to build a system of creative effectiveness that works in many different scenarios. One of the things that really excites us is that the 83 Lions we have won in the last three years are related to 17 different brands. It’s that breadth of impact we are celebrating this week.” Celebrating aside, Verschoor said AB InBev has two other priorities in Cannes this week: “Firstly, it’s a great opportunity to learn. Cannes Lions remains one of the industry’s great learning experiences. Secondly, it’s a chance to engage with our industry peers. There’s a lot of people we haven’t had a chance to catch up with for three years.”

The TBWA session titled The Future of Creative Work - 3 Conventions to Break, Now, at The Forum at 15.00 Monday, will be taking a critical look at where we are after more than two years of remote working. It will examine how that time has disrupted how we live, work, consume and create culture, presenting a unique set of challenges to creative companies as they rebuild. If left unaddressed, those companies risk getting left behind in the battle for creative talent. TBWA’s creative experience, culture and data intelligence teams will explore the seismic shifts impacting the culture of work – and specifically, creative work, revealing the findings of a study across five global markets – Australia, Singapore, South Africa, UK, US – and the implications for creative businesses. The panel will also explore what Gen Z creative talent wants out of the workplace; what creates flow for people in creative careers and how to stop killing it; what are the real drivers of burnout, and much more. TBWA’s global chief creative experience officer and chief strategy officer, Ben Williams, spelled out the challenges that TBWA and the wider industry are currently facing: “There is no easy fix and no simple answer, but we know we have to be much more flexible about how and where people do their work. We are already engaged in a process of constant adaptation and we’re adopting a future-ready approach that balances the need for a rigorous approach to creativity, with an understanding of how to harness the creative energy that Gen Z so obviously has. Plus, if we don’t work out the best way to do that, how are we going to be able to talk to them at all?” TBWA’s research shows that Gen Z understands the need for a rigourous approach, despite seeming to be disinterested in traditional structures: “They want and need structure, they understand the point of rigour in the creative process, so now we have to find the best way to engage with them and unlock that.”

A key dimension of any Cannes Lions Festival line up is learning at first hand from brands that are hitting new creative heights. In AB InBev and Microsoft - Two Titans of Creative Effectiveness (11.00, Monday June 20), delegates will get a rare opportunity to learn from a pair of the most creative and effective companies in the world. AB InBev has just been awarded Cannes Lions Creative Marketer Of The Year 2022, and Microsoft secured the same accolade in 2021. During this session, LIONS Intelligence will share exclusive data into both Microsoft and AB InBev's creative performance and offer actionable insights to help delegate make the brands they work on even more impactful. Similar insights will be available in Yielding Unapologetic Creativity Through ‘Collaborativity’, a session hosted by alma DDB and Pepsi (10.30, Monday, June 20). With Pepsi CMO Todd Kaplan involved, the session will unveil how Pepsi and alma DDB co-created a powerful idea with breakthrough execution, yielding ‘the best work in Pepsi history’. More valuable brand insights will be forthcoming in How Did a Beauty Bar Become a Multi-Billion Dollar Superbrand? (13.00, Tuesday, June 21). This session, from Dove and Ogilvy, explores how the brand has used the power of creativity to make a positive experience of beauty universally accessible. Being grounded in social purpose, Dove has kept the brand at the forefront of culture and helped millions of young girls through The Dove Self-Esteem Project, the world’s largest provider of self-esteem education. It has also grown Dove’s brand value, transforming it into a beauty & personal care superbrand. In another brand marketing session, delegates will gain invaluable insights into the elusive Chinese market. Hosted by DDB China and Mars Wrigley China, Your Global Campaign Will Never Work in China (16.45, Wednesday, June 22) unpacks the successful launch of Skittles into China’s saturated confectionery market. The brand’s biggest challenge wasn’t accessibility; instead, it was capturing the attention of China’s Gen Z consumers while retaining its world-famous brand essence. In this session, agency and client will tell delegates how to decode China’s digital ecosystem and connect with the elusive Gen Z audience. They will share tools and practical solutions that can be used to turn a global brand into a cultural icon for Chinese consumers.

Ads for good, green targets, political responsibility, diversity and all things meta, this year's Cannes Lions is hosting a spectacular conference programme crammed with insightful sessions and visionary speakers. Where creativity meets innovation Several sessions across the week explore the evolving relationship between audiences, creativity, technology and platforms. WGSN’s Cassandra Napoli will guide proceedings in a session entitled 3 Simple Steps – Brand-building in the Metaverse (10.45, Tuesday; June 21), while Paris Hilton will talk about her experience creating NFTs in The NFT Revolution and What It Means For Brands (10.30, Tuesday June 21). The session also features Gary Vaynerchuck, chariman and CEO, VaynerX and VaynerMedia, and advisor and creator, Swan Sit. In another future-facing session, WGSN will explore the rise of the virtual influencers in But Are They Real? (13.30, Wednesday, June 22). Featuring a live interview with leading virtual influencer, Zero, created by Offbeat Media Group, WGSN will investigate why the VR influencer economy is on the rise, how it can offer new ways to drive engagement, and which talent agencies are leading this industry shift. Also in the media space, sessions from TikTok and LADBible Group will lift the lid on the fast-growing creator-led digital economy. YouTube, still the biggest beast in this jungle, will host a session entitled YouTube Reveals Secrets of the World’s Best Stories (11.00, Tuesday, June 21). Here, execs from the social media giant will discuss content trends and what they mean for content preferences, ad effectiveness and the creator economy. YouTube will be joined by some of the platform’s most impactful creators, including former NASA engineer turned storyteller Mark Rober, whose blend of engineering and entertainment grabs millions of viewers each month. Netflix co-CEO Ted Sarandos, meanwhile, will sit down with US journalist Kara Swisher to discuss creativity, innovation, hits and misses, and how the global streaming platform intends to keep entertaining the world by betting big on TV series, documentaries, films and mobile games. Elsewhere, stage and screen icon Patrick Stewart will be in Cannes for Paramount’s Long-term Creative Effectiveness - Building Fandoms With the Star Trek Franchise (13.30, Thursday June 23). Joined by Alex Kurtzman, the creative architect of the Star Trek franchise, the two will discuss why the universe continues to resonate with audiences. The media cohort at Cannes Lions will also address some of the headline themes around inclusion and diversity. Meta’s session Breaking Barriers and Building Community (14.00, Wednesday, June 22), will see Oscar winning actor Lupita Nyong’o flipping the script on Hollywood, explaining how she has won audience hearts and minds while finding new ways to build communities. Amazon Prime, meanwhile, is hosting When Women Tell The Story - Shifting the Culture of Inclusive Storytelling (11.30, Wednesday, June 22). In this session, actor Regina Hall and Amazon Prime Video & Studios chief marketing officer Ukonwa Ojo discuss storytelling and leadership. Transformation and inclusivity in sports & health Team sports remain an area of fascination for mainstream audiences – but the sector is undergoing transformation in the face of digital disruption. In 75 Years Young - Engaging a New Generation of NBA Fans, (14.30, Tuesday, June 21), an expert panel will unpack what it takes to build authentic, long-lasting relationships with a global fanbase. Guests include Zach LaVine, a Chicago Bulls player and NBA All-Star in 2021 and 2022. Separately, NFL stars Cam Jordan, Kelvin Beachum and Russell Wilson will participate in Bold and Undeterred - The NFL is Transforming its Brand (14.15, Friday, June 24). There’s also a sports flavour to Cannes Lions Health, now incorporated into the main body of the event. On Wednesday, VMLY&R Health will host Inclusivity - the Blueprint for Creativity in Health (12.00, Wednesday, June 22). This session will posit the thesis that inclusivity is the key to creativity in health, and that it is also the best chance of designing experiences that connect with audiences and make a difference to their lives. During the session, Olympic gold medalist and patient advocate Tianna Bartoletta will chat to Walt Geer and Claire Gillis of VMLY&R about winning the race for inclusivity in creativity. Creativity in a post-Covid-19 world Of course, one of the biggest regrets for many Cannes Lions regulars during COVID restrictions was the loss of the Saatchi & Saatchi New Creators' Showcase – which has been delighting delegates for three decades. This year’s edition (10.30, Thursday, June 23) will, as usual, provided a unique platform for up-and-coming creators. This year, the shortlist will be curated by British creator Caleb Femi, director and poet; and Vivienne Molokwu, Commissioning Editor of Channel 4. Finally, Cannes Lions wouldn't be Cannes Lions if someone didn't make an attempt to coalesce the experience of COVID-19 and learn lessons. This is the subject of The Renegades - Welcome to the Fearless, Post-Covid World of Creativity (12.30, Monday, June 20). In this session, delegates will hear from four Cannes Lions-winning creatives who left big networks to start their own agencies or defect to a brand. They will explain why working smaller allows them to think bigger, showcasing work which would have never existed in a pre-pandemic world. They will also attempt to answer a question which will be on everyone’s minds this week – what impact has Covid-19 had on creativity? Maybe this will become clearer as juries start to name their Lions winners.

The Cannes Lions Festival of Creativity is back in the South of France for the first time in three years. Picking up where it left off, the landmark event is hosting a spectacular conference programme crammed with insightful sessions and visionary speakers. With headline speakers including Malala Yousafzai, Megan Thee Stallion, Garry Kasparov and Issa Rae, the five-day Cannes Lion International Festival of creativity will take delegates on a rollercoaster ride through the metaverse, NFTs, brand activism, DEI and next-gen creativity. Regular strands throughout the week include CMOs in the spotlight, The Changemakers and Meet Ups. These up-close-and-personal sessions will give Cannes Lions visitors an opportunity to learn from and engage with some of the most brilliant minds in the business. Saving the planet in partnership with… Kicking off the week, chess guru Garry Kasparov and Edelman CEO Richard Edelman will lead a session discussing The Imperative for Brands To Act Now (10.00, Monday, June 20). With the political class around the world struggling to gain the trust of voters, Edelman and Kasparov will argue that brands have a greater than ever responsibility to act as a force for good. They will explain how brands can take real and meaningful action beyond tokenistic gestures and set out why it’s ultimately in their interest to step up. Social purpose will be a recurrent theme at Lions, with Diageo heading a session entitled Brand Activism - Your Power as Marketers to Make Big Change (11.00, Tuesday, June 21). On the same day, a high-powered line up of agency and marketing execs will lay out their vision for sustainability in By 2030 Every Ad Will Be a Green Ad (14.30, Tuesday, June 21). The environmental crisis is the focal point of We Had an Asteroid, What’s Your Excuse? (15.30, Wednesday, June 22). This session, hosted by the United Nations Development Programme and SAWA, the global cinema advertising association, boasts a panel that includes French actor and activist Aissa Maiga and Game of Thrones star, Danish actor Nikolaj Coster Waldau. Also making an appearance will be Frankie The Dinosaur, the star of a United Nations Development Programme (UNDP) marketing campaign. The purpose of the session is to explain why creativity can save the planet and how the medium of cinema has helped highlight a series of critical issues. Saving the planet is also the central theme of the session It's Not Climate Change, It's the ‘Everything Change’ (14.30, Monday, June 20). In this inspiring and thought-provoking session, a young climate activist, a Blockchain Media executive and a spoken-word poet will make a case for new climate narratives, the re-imagination of our future and the role of the emergence of web3 and its potential impact in society and the planet. From MeToo to fluidity via the black experience No less compelling will be Cannes Lions sessions that zoom in on current concerns such as gender, diversity and inclusion – with thought leaders from a range of sectors and backgrounds providing a blueprint for change. One highlight will be a seminar with Malala Yousafzai, Nobel Laureate, girls’ educational activist and recipient of this year’s Cannes Lionheart. At the core of her work, Yousafzai believes in amplifying marginalised voices to create a world where young people have the agency to address the barriers standing in the way of their dreams. In this inspirational session, she will share how to create change with the next generation. Another of the week’s most intriguing sessions will be FCB’s Five Years Later: A Look at #metoo in 2022 (10.30, Monday, June 20). Guest speaker Tarana Burke, founder and chief vision officer of the MeToo Movement, will join Susan Credle, global chair and global chief creative officer of FCB, for a compelling conversation around the movement’s triumphs to date and the challenges ahead. Other eye-catching sessions will explore hot topics including cultural appropriation (14.00, Monday, June 20) and bias. In The Mirror Only Has One Face (10.30, Wednesday, June 22), a powerful speaker line up including writer, producer and actor Issa Rae, will explore how much bias people carry as individuals, while unveiling the societal impact this has. Crystallising some of the above themes, a session on Thursday will see some of the world’s most powerful black marketers share stories about using their influence to grow their organisations, demonstrating their commitment to action and creating a pipeline for the next generation of black marketing leaders. Speakers in Top Black Marketers Talk Disruption, Paving the Way for Nextgen (11.00, Thursday, June 23) hail from firms including Mars Wrigley, Unilever, GroupM and the Black Executive CMO Alliance (BECA). The wide-ranging issue of cultural identity comes up in other ways too. Photographer, filmmaker and publisher Rankin will lead a Masterclass entitled Tackling Taboos Through Visual Storytelling (13.45, Thursday, June 23). With a photoshoot on stage in front of a live audience, Rankin will walk through how he elicits emotion from his subjects and creates conversations that challenge cultural taboos. Meanwhile British fashion designer Harris Reed, a favourite of pop star Harry Styles, will outline his approach and philosophy in Fluidity is the Future of Creativity (11.30, Tuesday, June 21). Reed’s collections have appeared on the covers of global fashion titles and in this session he’ll talk about why fluidity is the basis of his inspiration, how it’s driving his success and why brands are finally embracing the fluid adventure. Storytelling is also the focus of a session featuring Ryan Reynolds, chief creative officer of MNTN and co-founder of Maximum Effort, and Wendy Clark, global CEO of Dentsu, on Wednesday June 22 at 10.00. The duo will discuss the impact advertisers can make by “embracing and reacting to culture and using their brands to tell a story consumers want to hear”.

Industry engagement with the new Creative B2B Lion shows creativity coming from new disciplines and business areas The Cannes Lions International Festival of Creativity has announced that a total of 25,464 entries from 87 countries are competing in Cannes this year. And in its first year, a new category – Creative B2B – has received 415 entries, which breaks down as 269 entries into the Services category and 146 into the Products category. Entries have come from 188 companies including Siemens Munich; Meta São Paulo; Indeed Austin; Intuit Quickbooks London; National Australia Bank; Amadeus Madrid; LTI Mumbai; Salesforce San Francisco; CMPC Santiago; and Azgard Nine Limited Lahore. China, Mexico, New Zealand, Sweden and UAE are among the 37 countries to have entered. Launched to recognise creative excellence in the B2B sector, Cannes Lions chairman Philip Thomas, said that engagement with this category “demonstrated the breadth of creativity that exists in work for products and services that are purchased by professionals on behalf of businesses.” “We started discussing a Lion that recognised B2B work way back in 2013 and having seen a recent rise in B2B work winning Lions we felt that now was the right time to put it on the global stage. It’s now the job of our juries to determine the global benchmark and set the creative bar in this sector.” Creative Effectiveness up by 83% The Creative Effectiveness Lions, the only global benchmark of the measurable impact of creativity, this year sees 258 entries from 30 countries - an 83% increase YOY - demonstrating the value of creativity as a lever for business growth. Creative Effectiveness Jury President Raja Rajamannar, chief marketing and communications officer, Mastercard, said: “The strong uptick in the number of compelling entries is a great testament about how marketers are increasingly understanding the investment of the Creative Effectiveness Lions and their value in driving long-term brand building. Honouring our community’s most effective campaigns is critical in achieving brand purpose, creating cultural change and moving our overall marketing imperative forward.” Entries into the Creative Commerce Lions have increased 11% YOY with 374 entries from 37 countries. Cannes Lions CEO Simon Cook said: “Commerce is an area that has exploded over the past two years. Creativity now plays a role at every stage of the customer journey offering more opportunities for brands to connect with consumers in ways that we’ve never seen before. We’re looking forward to seeing the work that emerges this year and sets the benchmark in this new and exciting space.” The Titanium Lions have seen a fourth year of consecutive growth; and a rise in entries into the New Realities category sees entries making use of the metaverse, NFT and AI. And design-driven effectiveness has seen a second year of growth in entries for the Design Lions. Geographical representation in Cannes Entries from LatAm are up 12% YOY which is led by a strong YOY increase from Brazil of 31%, indicative of increased momentum after the country’s three Grands Prix wins last year and its long-held position as the third ranked Most Creative Country in the world. Entries from India are up 32% YOY with strong representation in Health & Wellness, Direct and Film. There have also been 402 entries from Ukraine which have been accepted free of charge. Jury members from across the world are now in Cannes to judge the entries. The winners of the Lions will be announced at evening Award Shows taking place throughout the Festival, from June 20-24. They will also be published here and in print in the Lions Daily News.

CANNES Lions has published the shortlists for the 2022 Glass: The Lion for Change, Innovation Lions and Titanium Lions. The shortlisted entrants will present their work directly to jury members virtually ahead of the Festival. The Innovation Lions shortlist, whose Jury is led by Cleve Gibbon, CTO, Wunderman Thompson, US, has 14 entries from nine countries — Australia, Canada, Germany, India, Japan, Mexico, Peru, South Korea and USA. The Innovation winners will be announced onstage on Wednesday 22 June. The shortlist for Glass: The Lion for Change, whose Jury is presided over by Colleen DeCourcy, former president, Wieden+Kennedy, includes 16 entries from 13 countries — Bangladesh, Brazil, Canada, Germany, Greece, Honduras, India, Mexico, The Netherlands, New Zealand, Peru, United Kingdom and the US. The Glass: The Lion for Change winners will be honoured onstage on Friday 24 June. The Titanium Lions Jury, led by Rob Reilly, global chief creative officer, WPP, chose 24 pieces of work. The entries are from 10 countries — Belgium, Canada, France, Germany, India, Lithuania, Mexico, New Zealand, United Kingdom and the US. The Titanium winners will be announced and awarded onstage on Friday 24 June. Catch up on all the winners with each Lions Daily News - Issue one out June 19