Nikita Mishra
Jun 24, 2024

Cannes Lions 2024: APAC winners

While Ogilvy Singapore secured one of the most prestigious awards at the Festival, and The Monkeys also nabbed a Grand Prix, the overall regional performance fell short.

Ogilvy Singapore wins the first-ever Grand Prix at Cannes
Ogilvy Singapore wins the first-ever Grand Prix at Cannes

Bonjour and welcome to Campaign Asia-Pacific's coverage of the Cannes Lions 2024.

The Festival of Creativity has started with a promising and dynamic agenda addressing the industry’s most significant challenges and opportunities. Amid the glitz and glam of advertising and marketing luminaries descending upon the French Riviera for the 71st annual Festival of Creativity, we’re your trusted source for daily updates on the significant victories.

Here's our coverage plan: we are lining up a rolling coverage of all the APAC winners as they are announced across different categories. We will spotlight the Gold and Grand Prix winners via a writeup and top that with a tally of all regional wins at the bottom of this page.

That's not all. Our global editorial team captures the day’s highlights and observations through a daily podcast straight from the festival grounds. Catch their chatter here. We will also be covering the biggest stories from the event. don't forget to bookmark the daily editor's diary, where Rahat Kapur takes you on a walk down the Boulevard de la Croisette and gets behind-the-scenes of the best talks at the Palais, among other highlights. 

Check out all the Special Awards below and APAC winners so far at the bottom of the page.



SPECIAL AWARDS

Regional Network of the Year – Asia Ogilvy
Regional Network of the Year – Europe
Publicis Worldwide
Regional Network of the Year – MENA
BBDO Worldwide
Regional Network of the Year – Latin America
DDB Worldwide
Regional Network of the Year – North America FCB
Regional Network of the Year – Pacific
BBDO Worldwide
Regional Network of the Year – Sub-Saharan Africa
TBWA Worldwide
Media Network of the Year
OMD Worldwide
PHD Worldwide
Mediaplus
Healthcare Network of the Year
FCB Health
Klick Health
Havas Health
Healthcare Agency of the Year
Area 23, an IPG Health Network Company, New York, USA
Klick Health, Toronto, Canada
Havas Health, Manchester, UK

HIGHLIGHTS DAY 5:

Despite a wealth of outstanding work, only a small fraction receives recognition at Cannes Lions. Cannes Lions released the final statistics and we can say that just 10% of submissions make the shortlist, a mere 3% earn metals. And Grand Prix is even scarcer, going to less than 1% of entries. 

Compared to 2023, APAC's overall metal tally is down nearly 23%. Only three out of the total 30 Grand Prix were won by the region: Australia, New Zealand and Singapore took home the prized tophies. Notably, Indonesia secured its first-ever Lion—a Bronze in the Health and Wellness category—for Unilever’s Sunitizer campaign. However, powerhouse countries like Australia, India, New Zealand, and Japan took home fewer awards than they did in 2023. For a visual breakdown, refer to the chart above.

Following a week of lackluster performance, APAC ended on a high on the last day of 2024 Cannes Lions. Singapore secured its first-ever Grand Prix in the Glass category, while The Monkeys won a Grand Prix for ‘Play It Safe’ in the Film category.

Jury president Cindy Gallop praised Vaseline’s approach, highlighting how it demonstrates that driving social change can also benefit business. The innovative use of isoflavones and the focus on inclusivity made awarding Vaseline the Glass Grand Prix an easy unanimous decision. You can read our detailed coverage about these wins here

In the final Awards Show of the week at the Cannes Lions International Festival of Creativity, the following Lions were awarded: Film, Glass: The Lion for Change, Sustainable Development Goals, The Grand Prix for Good, and The Dan Wieden Titanium Lions.

Australia’s The Monkeys + Revolver took the Grand Prix for the coveted Film Lions

Here's a look at all the Grand Prix and Gold-winning campaigns on Day 5. 

Campaign: 'Play It Safe'
Award and Category: Grand Prix for the Film Lions
Brand/Agency: The Monkeys Sydney, part of Accenture Song

In celebration of the Sydney Opera House’s 50th anniversary, The Monkeys composed an original song that embodies the House’s creative ethos. Featuring iconic Australian talents Tim Minchin and director Kim Gehrig, ‘Play it Safe’ is a visual and musical tribute to breaking the rules.

Film Lions jury president Tor Myhren described ‘Play It Safe’ as “a celebration of the creative spirit, of brave ideas and taking huge risks in the face of critics and controversy and cultural norms. Quite simply, it’s the best film of the year and makes you proud to be in this industry.”

Campaign: 'Transition Body Lotion'
Award and Category: Grand Prix for Glass: The Lions for Change
Brand/Agency: Vaseline/Unilver along with agency Ogilvy Singapore



The success of “Transition” is a win not only for Singapore, Ogilvy, and Unilever but also for inclusivity and the LGBTQ+ community. Thailand, known for its social inclusion, particularly embraces transgender women at all levels of society.

During the transition process, a person’s skin becomes three to five times more dehydrated than usual. Ordinary moisturizer's don’t suffice, so the creators took a bold step by leveraging local cultural insights. They formulated the “Transition” body lotion scientifically to provide extra hydration for transitioning skin. Beyond solving dry skin issues, “Transition” empowers individuals. It’s a product designed specifically for those going through transition, fostering confidence and a sense of personal care. It is a simple, liberating and beautiful idea that effectively demonstrates that driving social change is good for business. 

Campaign: 'What the Fast'
Award and Category: Gold for the Film Lions
Brand/Agency: Krunsri First Choice Credit Card/ Leo Burnett



Krungsri is a prominent personal loan and credit card brand in Thailand. The film creatively captures moments of conflict between people who might not easily forgive each other. These moments occur when people on bikes cross paths, and one person says something provocative, leading to an instant shift in the conversation to discuss speed. The film’s tagline cleverly transforms the conflict phrase into “What the fast!”

It’s exciting to witness the resurgence of Thai films at Cannes - the country's metal tally has gone up from seven in 2023 to nine in 2024. 

HIGHLIGHTS: DAY 4

Press conference with the jury

On the fourth day, the winners in categories such as Brand Experience & Activation, Creative Business Transformation, Creative Commerce, Creative Effectiveness, Creative Strategy, Innovation, and the new Luxury & Lifestyle Lions were announced. Although the region didn't secure the top honours of Grand Prix and Golds, it contributed to the tally with Silvers and Bronze awards. Thailand (country tally at 2 awards), Taiwan (country tally 4), and India (country tally 14) each received a Silver, while the remaining regional honours went to AUNZ.

Also announced were the Regional Network of the Year Awards, with Ogilvy named Regional Network of the Year for Asia and BBDO Worldwide Regional Network of the Year for Pacific.

HIGHLIGHTS: DAY 3

Elon Musk's session was the most anticipated of the week. The X CEO waxed poetic about AI, said X is better than newspapers, and explained why he told advertisers to “go f–k yourself” last year. Photo: Cannes Lions

On the third day of the Cannes Lions International Festival of Creativity, the Creative B2B, Creative Data, Direct, Media, PR and Social & Influencer Lions winners were unveiled. The Media special awards were also announced (refer to the tally below), and OMD won the Network of the Year. The last they took home this honour was in 2022. 

Team OMD, after winning the prestigious Media Network of the Year award

While regional work did not make the cut for a Grand Prix on the third day of the festival, Golds were won in the Creative Data (Leo Burnett India for Turf Finder/Gatorade), Direct (Colenso BBDO for Adoptable/Pedigree), and Social and Influencer (TBWA Hakuhodo for No Smiles/McDonald's) categories. 

Simon Cook, CEO of Lions, said, “It’s inspiring to see the breadth of winners emerging and particularly first-time winners. We saw Iceland win their first Lion last night, and tonight, Kazakhstan are taking home their first-ever Lion, having won Gold in the Social & Influencer Lions. Congratulations to all of our Lion winners, as well as those shortlisted, who are driving progress for people, businesses and society across the world.”

Below, we've rounded up the Gold-winning campaigns from APAC. And at the bottom of the page, we’ve tallied up all the Lions won from the region.

Campaign: Turf Finder
Award and Category: Gold for the Creative Data category
Brand/Agency: Gatorade


The ‘Turf Finder’ addresses the scarcity of recreational space in urban India by identifying suitable locations using historical maps. These spots, such as vacant parking lots or empty streets, are transformed into accessible playing areas across Indian cities. Gatorade played a crucial role in finding these spaces. 

Campaign: Adoptable
Award and Category: Gold in the Direct category
Brand/Agency: Pedigree/ BBDO Colenso
 
Colenso BBDO had a big night on day 3

The agency has won a Gold Lion for Pedigree ‘Adoptable’, which also won the coveted Outdoor Lions Grand Prix earlier in the week. Colenso BBDO was also awarded a Bronze in Direct for the same campaign and another Bronze for the Pedigree ‘Meowzer’ film. 

“Adoptable” (scroll below to Day 1 to watch the film) is a first-of-its-kind machine-learning model developed in partnership with Nexus Studio. This innovative approach features real dogs from local shelters as stars in Pedigree advertisements. By leveraging AI, Adoptable places adoptable shelter dogs at the heart of global advertising, furthering Pedigree’s mission to combat dog homelessness—transforming every Pedigree ad into a powerful message for shelter dogs.

Campaign: No Smiles
Award and Category: Gold in Social and Influencer 
Brand/Agency: McDonald's/ TBWA Hakuhodo

The campaign worked on the premise that McDonald’s ‘zero yen smile’, which it had upheld since its inception, was a symbol of hospitality for customers, but it was becoming a barrier for those considering part-time work. It went against the values of Gen Z, who wanted to live life on their own terms. So the brand that has always been synonymous with smiles, delivered a message to Generation Z through music: it’s okay not to force a smile and to work authentically. The music resonated with many users and spread rapidly. Interestingly, the film featured Ano, an artist known for her authentic lifestyle as a “non-smiling idol.” Production was by Robot Communications.

HIGHLIGHTS: DAY 2

On day two, the Craft and Entertainment tracks received recognition. Unfortunately, the entire APAC region missed out on a Grand Prix or a yellow metal, but it added to its tally with silver and bronze wins. 


HIGHLIGHTS: DAY 1

The 71st Cannes Lions International Festival of Creativity announced the first winners of the week in Health & Wellness, Outdoor, Pharma, Print and Publishing and Audio and Radio categories. Below, you’ll find a sneak peek of the Grand Prix and Gold-winning campaigns from APAC. And at the bottom of the page, we’ve tallied up all the Lions won from the region.

Stay hooked!

Campaign: Pedigree
Award: Grand Prix in Outdoor
Brand/Agency: Colense BBDO for Pedigree
Market: New Zealand

The collaboration between Mars and Colenso continues to shine, with Pedigree’s latest achievement stealing the spotlight. “Adoptable” is a first-of-its-kind machine-learning model developed in partnership with Nexus Studio. This innovative approach features real dogs from local shelters as stars in Pedigree advertisements. By leveraging AI, Adoptable places adoptable shelter dogs at the heart of global advertising, furthering Pedigree’s mission to combat dog homelessness—transforming every Pedigree ad into a powerful message for shelter dogs.

Watch the campaign below. 

Campaign: Fit My Feet
Award and Category: Health and Wellness/ Subcategory: Healthcare product innovation
Brand/Agency: McCann Worldgroup India for Buckaroo Footwear

McCann Worldgroup India has been awarded a Gold Lion (and a Bronze Lion) for Buckaroo’s Fit My Feet campaign in the Health & Wellness category for healthcare product innovation. The campaign was shortlisted three times in the health and wellness category. 

This year, 826 entries from India were submitted to Cannes Lions, and 52 entries were shortlisted across categories.


Campaign: Paper Organs
Award and Category: Health and Wellness/ Subcategory: Direct
Brand/Agency: Starcom/Zenith for Taiwan Organ Sharing REgistry and Patient Autonomy Promotion Center

In Taiwan, organ donation faces both medical and cultural challenges. Traditional Chinese beliefs often discourage organ donation due to the fear that it might hinder an individual's ascent to heaven. Despite awareness of its benevolence, many still need to be mo hesitant to sign consent forms. To address this, "Paper Organs" was created—an innovative product that respects the cultural practice of keeping the body intact. Crafted using traditional paper art techniques, these symbolic organs allow families to perform a burning ritual after a donor's passing. By breaking taboos and prioritizing emotional design, Paper Organs aims to shift public attitudes and alleviate fears associated with organ donation. 

The campaign also won a Gold Spikes earlier this year. 

APAC LIONS BY CATEGORY

DAY 1 WINNERS

HEALTH AND WELLNESS
Prize Title Brand Medium Entrant/Idea creation Market
Gold FIT MY FEET BUCKAROO FOOTWARE Healthcare Product Innovation McCANN Gurugram India
Gold PAPER ORGANS TAIWAN ORGAN SHARING REGISTRY AND PATIENT AUTONOMY PROMOTION CENTER Direct Starcom Taipei City/ Zenith Taipei Taiwan
Bronze   BUCKAROO FOOTWARE Brand Experience & Activation McCANN Gurugram India
Bronze VASELINE SUNITIZER Unilever Brand Experience & Activation VML, Jakarta Indonesia
Bronze THE IMPOSSIBLE CHOICE ST. JUDE INDIA CHILDCARE CENTRES
Film: Cinema, TV and Digital Film Content
Hungry Films Mumbai India
Bronze FITCHIX HONEST EGGS CO Brand Experience & Activation VML, Melbourne Australia
AUDIO AND RADIO
Prize Title Brand Entrant/Idea creation Market
Bronze Dew Battle Mountain Dew BBDO GUERRERO, Makati City
PHILIPPINES
Bronze No Smiles   TBWA Hakuhodo, Tokyo Japan
Bronze Mastercard Mastercard Howatson+Company, Sydney Australia
OUTDOOR  
Prize Title Brand Entrant/Idea creation Market
Grand Prix ADOPTABLE. BY PEDIGREE PEDIGREE COLENSO BBDO, Auckland New Zealand
Silver TAJ MAHAL MEGH SANTOOR Unilever Ogilvy, Mumbai India
Silver AID AISLE FRESHCHOICE DENTSU CREATIVE, Auckland New Zealand
Bronze LOST IN TIME JIAN AI ELDERLY CHARITY CENTER Dentsu Creative, China China
Bronze HEINEKEN HEIDDEN IN PLAIN SIGHT HEINEKEN LEO BURNETT, Kuala Lumpur Malaysia
Bronze AD-ONS   DDB New Zealand, Auckland New Zealand
Bronze DIFFERENT. SAMSUNG DDB New Zealand, Auckland New Zealand
Bronze PENGUIN SOAP OPERA ORIX AQUARIUM Dentsu Creative, Tokyo Japan
Bronze LAUNDROMATCH HEINEKEN LEPUB, Singapore / LEPUB, Milan
Singapore & Italy
PRINT AND PUBLISHING
Prize Title Brand Entrant/Idea creation Market
Bronze 10 VS 10 Dove Ogilvy, London and Sydney
Australia (and UK)

DAY 2 WINNERS

DESIGN
Prize Title Brand Entrant/Idea creation Market
Silver Paper Organs Taiwan Organ Sharing Registry and Patient Autonomy Promotion Center Leo Burnett, Taipei Taiwan
Silver DAYS OF HIRAYAMA PERFECT DAYS OFFICIAL SITE PERFECT DAYS Dentsu Tokyo Japan
Bronze EDIBLE LITERATURE KAMEYA YOSHINAGA VML OGILVY JAPAN, Tokyo Japan
Bronze The Cardboard Cake WHOLEGREEN BAKERY THE HALLWAY, Sydney Australia
Bronze VIDEO VINYL Coca-Cola Ogilvy, Singapore Singapore
DIGITAL CRAFT
Prize Title Brand Entrant/Idea creation Market
Bronze DAYS OF HIRAYAMA PERFECT DAYS OFFICIAL SITE PERFECT DAYS Dentsu Tokyo Japan
ENTERTAINMENT LIONS FOR GAMING
Prize Title Brand Entrant/Idea creation Market
Bronze PLAY HAS NO LIMITS FEAT. KING GNU PLAYSTATION SIX INC, Tokyo Japan

ENTERTAINMENT LIONS FOR MUSIC
Prize Title Brand Entrant/Idea creation Market
Bronze NO SMILES  
TBWA Hakuhodo
Japan
Bronze SING TO REMEMBER Coca-Cola VML, Mumbai India
Bronze VIDEO VINYL Coca-Cola Ogilvy, Singapore Singapore
ENTERTAINMENT LIONS FOR SPORTS
Prize Title Brand Entrant/Idea creation Market
Bronze   FOOTBALL AUSTRALIA Ogilvy Australia Australia
Bronze TURF FINDER GATORADE

Leo Burnett, Mumbai
India
ENTERTAINMENT
Prize Title Brand Entrant/Idea creation Market
Silver SHOT ON IPHONE / LITTLE GARLIC Apple TBWA Media Arts Lab, Los Angeles and Shanghai Mainland China and US
Silver PLAY IT SAFE SYDNEY OPERA HOUSE The Monkeys, part of Accenture Song Australia
Bronze ERASE VALENTINE’S DAY CADBURY 5 STAR CHOCOLATE Ogilvy, Mumbai India
Bronze SHOT ON IPHONE / MIDNIGHT Apple TBWA Media Arts Lab, Los Angeles and Japan
FILM CRAFT  
Prize Title Brand Entrant/Idea creation Market
Silver PLAY IT SAFE SYDNEY OPERA HOUSE The Monkeys, part of Accenture Song Australia
Silver JINDAL STEEL- THE STEEL OF INDIA JINDAL STEEL EARLY MAN FILM PVT LTD, Mumbai / KONDURKAR STUDIO, Delhi India
Silver The Boxer Colgate SOHO SQUARE BANGKOK Thailand
Bronze JINDAL STEEL- THE STEEL OF INDIA JINDAL STEEL EARLY MAN FILM PVT LTD, Mumbai / KONDURKAR STUDIO, Delhi India
INDUSTRY CRAFT
Silver REACH FOR THE SUMMIT - A KANAZAWA HIGH SCHOOL SUMO TOURNAMENT Dentsu Tokyo Japan
Silver REACH FOR THE SUMMIT - A KANAZAWA HIGH SCHOOL SUMO TOURNAMENT Dentsu Tokyo Japan
Silver REACH FOR THE SUMMIT - A KANAZAWA HIGH SCHOOL SUMO TOURNAMENT Dentsu Tokyo Japan
Bronze DEPARTURES TO COUNTLESS FUTURES THE HOSHI AWARDS Dentsu Tokyo Japan
Bronze IT WORKS. AD MUSEUM TOKYO Dentsu Tokyo Japan
Bronze MAGNIFICENT YOTKAN ANCIENT CITY IN XINJIANG, CHINA The Nine, Shanghai Mainland China

DAY 3 WINNERS

ENGAGEMENT
Prize Sub category Title Brand Entrant/Idea creation Market
Gold Creative Data TURF FINDER GATORADE Leo Burnett, Mumbai India
Bronze Creative Data
RIP CURL VIRTUAL PRO
  VML, Sydney Australia
Gold Direct ADOPTABLE. BY PEDIGREE PEDIGREE Colense BBDO, Auckland New Zealand
Silver Direct THE GREENPRINT VOLKSWAGEN NZ DDB, Auckland New Zealand
Bronze Direct HEAR MY LAST WISH TAIWAN ORGAN SHARING REGISTRY AND PATIENT AUTONOMY PROMOTION CENTER Leo Burnett, Taipei Taiwan
Bronze Direct     Chep Network, Melbourne Australia
Bronze Direct Aid Aisle Fresh Choice Supermarket Dentsu Creative, Auckland New Zealand
Bronze Direct ADOPTABLE. BY PEDIGREE PEDIGREE Colense BBDO, Auckland New Zealand
Bronze Direct Meowzer Whiskas
Colense BBDO, Auckland
 
Bronze Direct Try Galaxy Fold Experience Samsung Mobile Cheil Worldwide Seoul
South Korea and UAE
Silver Media This is an Ikea Store Ikea OMD Philippines
Bonze Media Lux 'The End' Lux VML, Singapore Singapore
Bronze Media Ad-Ons   DDB, Auckland New Zealand
Silver PR The Plastic Forecast Minderoo Foundation M&C Saatchi, Sydney Australia
Silver PR Lululemon Eoss HDFC Bank FCB Kinnect, Mumbai India
Silver PR Sing to Remember Coca-Cola/ Coke Studio VML, Mumbai India
Bronze PR Transition Body Lotion Unilever Ogilvy, Singapore Singapore
Gold Social and Influencer No Smiles TBWA Hakuhodo Robot Communications, Tokyo Japan
Bronze Social and Influencer Be Honest Uber Eats Special LA and Sydney
Australia and US

DAY 4 WINNERS

Prize Sub category Title Brand Entrant/Idea creation Market
Silver Brand Experience & Activation Winners THE GREENPRINT VOLKSWAGEN DDB Auckland New Zealand
Silver Brand Experience & Activation Winners THE ORIGINAL MOUTHFUL   DDB Sydney & London
Australia & UK
Silver Brand Experience & Activation Winners PAPER ORGANS TAIWAN ORGAN SHARING REGISTRY AND PATIENT AUTONOMY PROMOTION CENTER Leo Burnett, Taipei Taiwan
Silver Brand Experience & Activation Winners CORRECT THE INTERNET TEAM HEROINE DDB Auckland New Zealand
Bronze Brand Experience & Activation Winners FITCHIX HONEST EGGS CO VML, Melbourne Australia
Bronze Brand Experience & Activation Winners AID AISLE FRESHCHOICE DENTSU CREATIVE, Auckland New Zealand
Bronze Brand Experience & Activation Winners   SCHOOL STRIKE 4 CLIMATE CHEP NETWORK, Melbourne Australia
Silver Creative Business Transformation Winners Adoptable By Pedigree Pedigree Colenso BBDO New Zealand
Bronze Creative Commerce Your 2nd Favourite Beer MATILDA BAY HAZY LAGER HOWATSON+COMPANY, Sydney Australia
Silver Creative Effectiveness OREO #BRINGBACK2011 Oreo Leo Burnett, Mumbai India
Bronze Creative Effectiveness THE LAST PERFORMANCE PARTNERS LIFE Special, Auckland New Zealand
Bronze Creative Effectiveness FITCHIX Honest Eggs Co VML, Melbourne Australia
Siver Creative Strategy Winners LET HER GROW Dove Edelman, Bangkok Thailand
Silver Creative Strategy Winners FITCHIX Honest Eggs Co VML, Melbourne Australia
Bronze Creative Strategy Winners FITCHIX Honest Eggs Co VML, Melbourne Australia

DAY 5 WINNERS

GOOD
Prize Sub category Title Brand Entrant/Idea creation Market
Grand Prix Glass: The Lion for Change Transition Body Lotion Vaseline, Unilever Singapore Singapore
Silver Glass: The Lion for Change Harpic Loocater - #BeFreeToPee Loocator App TGTHR, Mumbai / RECKITT BENCKISER, Gurgaon India
Silver Glass: The Lion for Change Project Farm Equal   Leo Burnett, Mumbai India
Bronze Sustainable Development Goals Winners Dabba Savings Account ESAF SMALL FINANCE BANK McCann Gurugram India
Bronze Sustainable Development Goals Winners Drops of Joy   Leo Burnett, Mumbai India
FILM 
Prize Sub category Title Brand Entrant/Idea creation Market
Grand Prix Film Play It Safe Sydney Opera House The Monkeys Sydney Australia
Gold Film What the Fast KRUNGSRI FIRST CHOICE CREDIT CARD Leo Burnett, Bangkok Thailand
Gold Film SAMMAKORN NOT SANPAKORN SAMMAKORN BRANDING CHOOJAI AND FRIENDS, Bangkok Thailand
Silver Film Summer GRAB RIDE-HAILING AND FOOD DELIVERY APP Gigil Manila Philippines
Bronze Film As Close As You Can Get -Concert Prism+ MullenLowe Singapore Singapore
Bronze Film The Boxer Colgate Soho Square Bangkok Thailand
Bronze Film SHOT ON IPHONE | HURACÁN RAMÍREZ VS. LA PIÑATA ENCHILADA iPhone TBWA Media Arts Lab Tokyo, LA, Mexico City, Miami
Japan and others
Bronze Film Play It Safe Sydney Opera House The Monkeys Sydney Australia
Bronze Film HOT ON IPHONE / LITTLE GARLIC iPhone TBWA Media Arts Lab Shanghai, LA
Mainland China and USA
Bronze Film Go For Launch CP Chicken Wolf BKK Thailand
Bronze Film Not Very Sweet Delight Sugar Ogilvy Bangkok Thailand

Source:
Campaign Asia

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