Cannes Lions: Creative Strategy

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The Creative Strategy Lions celebrate the idea behind the idea, how strategic planning can redefine a brand, reinvent its business, and influence consumers or wider culture.

Patricia McDonald, Jury President

THE PRINCESS & THE CROWN – SEDA, DROGA5, PART OF ACCENTURE SONG

SHARE THE FIRST – DOVE, EDELMAN

GET COMFORTABLE – ANDREX, FCB LONDON

PEDIGREE CARAMELO – PEDIGREE, ALMAPBBDO

THE DOVE CODE – DOVE, DROGA5, PART OF ACCENTURE SONG

THE LAST BARF BAG – DRAMAMINE, FCB CHICAGO

MICHAEL CERAVE – CERAVE, OGILVY PR

THE ICONIC PLAYLIST – MERCEDES, TBWA\PARIS

THE HIDDEN EYE TEST – 1001 OPTOMETRY, VML

FOOTBALL IS FOR FOOD – UBER EATS, SPECIAL

THE NEW PRESIDENT – ANNAHAR NEWSPAPER, IMPACT BBDO

SOUNDS RIGHT – MUSEUM FOR THE UNITED NATIONS - UN LIVE, SPOTIFY, AKQA

GUARDED BUS STOP – ELETROMIDIA, ALMAPBBDO

MEET MARINA PRIETO – JC DECAUX, DAVID

AXA - THREE WORDS – AXA, PUBLICIS CONSEIL

ANI STAY – WORLD WILDLIFE FUND (WWF), CHEIL WORLDWIDE

WAITING TO LIVE – NHS, VML

SATO 2531 – ASUNIWA, DENTSU DIGITAL

BAN THIS PROFILE – AMPARA SILVESTRE, EDELMAN SPAIN

SIG - FACING BULLYING – SIG, PUBLICIS CONSEIL

ABSURD PROMISES – ASDRA, VML

CHILD WEDDING CARDS – UN WOMEN, IMPACT BBDO

SATO 2531 – ASUNIWA, DENTSU DIGITAL

BAN THIS PROFILE – AMPARA SILVESTRE, EDELMAN SPAIN

HUMANIMAL TOURISM – PROCOLOMBIA, DDB COLOMBIA

ABSURD PROMISES – ASDRA, VML

FOUND IN TRANSLATION – MEDALLA LIGHT, DDB LATINA PUERTO RICO

TRANSITION BODY LOTION – UNILEVER, OGILVY

THE PRINCESS & THE CROWN – SEDA, DROGA5, PART OF ACCENTURE SONG

THE 26TH MINUTE – DUBLIN SAMARITANS, DROGA5, PART OF ACCENTURE SONG

PET PIT – PANTENE, GREY

READ BETTER – WATERSTONES, FP7 McCANN

MEET MARINA PRIETO – JC DECAUX, DAVID

TEST MY DACIA – DACIA, VML

TULIPÁN - SEX CAN REIGNITE THE ECONOMY – TULIPÁN, ZURDA AGENCY

SEE THEM FOR REAL – MUSÉE DE L'ARMÉE, BUZZMAN

DAISY VS SCAMMERS – O2, VCCP

FINDING JULIETTE – CHILD FOCUS, VML

THE 26TH MINUTE – DUBLIN SAMARITANS, DROGA5, PART OF ACCENTURE SONG

CHILD WEDDING CARDS – UN WOMEN, IMPACT BBDO

LOCONOMY BURGERS – MCDONALD'S, LEO

E.L.F. BEAUTY "SO MANY DICKS" – E.L.F. BEAUTY, E.L.F. BEAUTY

PUB MUSEUMS – HEINEKEN, LEPUB

AXA - THREE WORDS – AXA, PUBLICIS CONSEIL

SOUNDS RIGHT – MUSEUM FOR THE UNITED NATIONS - UN LIVE, SPOTIFY, AKQA

GUARDED BUS STOP – ELETROMIDIA, ALMAPBBDO

WAITING TO LIVE – NHS, VML

MICHAEL CERAVE – CERAVE, OGILVY PR

REFURB – PHILIPS, LEPUB

SATO 2531 – ASUNIWA, DENTSU DIGITAL

FOUND IN TRANSLATION – MEDALLA LIGHT, DDB LATINA PUERTO RICO

CLEAN SPONSORSHIP – CONSUL APPLIANCES, DM9

CHILDREN OF THE DICTATORSHIP – HIJOS Y MADRES DEL SILENCIO FOUNDATION, CHEIL WORLDWIDE

THE NEW PRESIDENT – ANNAHAR NEWSPAPER, IMPACT BBDO

GET COMFORTABLE – ANDREX, FCB LONDON

CHOOSE UBER – HEETCH, BETC

SPEED SHIELDS – KXNGS, GREY

ANI STAY – WORLD WILDLIFE FUND (WWF), CHEIL WORLDWIDE

STATE FARM® X APPLE TV+’S “SEVERANCE”: GETTING SEVERED FROM PARENTS’ INSURANCE – STATE FARM®, FLEISHMANHILLARD

SATO 2531 – ASUNIWA, DENTSU DIGITAL

THE CRUISE HEIST – NETFLIX, 404

FOOTBALL IS FOR FOOD – UBER EATS, SPECIAL

PROGRESSO SOUP DROPS – PROGRESSO, EDELMAN

TRANSITION BODY LOTION – UNILEVER, OGILVY

AXA - THREE WORDS – AXA, PUBLICIS CONSEIL

ORANGE - SAFER PHONE – ORANGE, PUBLICIS CONSEIL

BAR DATING – POWERED BY HEI! – HEINEKEN, LEPUB

HAGELCHUP – KRAFT-HEINZ, GUT

RE-COMMERCE ATACAMA – VTEX, ARTPLAN

MOMMYPHONE – LABORATOIRE GALLIA, BETC

FICTIONAL INSURANCE – RCN/PRIME, DDB COLOMBIA

THE DESK BREAK CLAUSE – ASICS, GOLIN

PEDIGREE CARAMELO – PEDIGREE, ALMAPBBDO

BUILDING A MORE RESILIENT AUSTRALIA – SUNCORP, LEO

DOVE LOVE YOUR HAIR – UNILEVER, EDELMAN

LIVEFEARLESS – BODYFORM, AMV BBDO

TASTE THE RAINBOW – SKITTLES, DDB CHICAGO

IT'S A CHEETOS THING – CHEETOS | PEPSICO, GOODBY SILVERSTEIN & PARTNERS

ANNAHAR'S ACTIVE JOURNALISM – ANNAHAR, IMPACT BBDO

REAL BEAUTY: HOW A SOAP BRAND CREATED A GLOBAL SELF-ESTEEM MOVEMENT – DOVE, OGILVY UK