Cannes Lions 2026 marked its fourth day of activity with an awards showcase focused on business transformation, strategy, commerce, innovation, effectiveness, brand experience and luxury. According to the official winner files, the day brought together 109 awards across Brand Experience & Activation Lions, Creative Business Transformation Lions, Creative Commerce Lions, Creative Effectiveness Lions, Creative Strategy Lions, Innovation Lions and Luxury Lions.
The fourth day delivered 7 Grands Prix, 18 Gold Lions, 34 Silver Lions and 50 Bronze Lions. The largest categories were Brand Experience & Activation, with 42 awards; Creative Strategy, with 22; Creative Commerce and Creative Effectiveness, with 14 each; Creative Business Transformation, with 7; Innovation, with 5; and Luxury, with 5.
The day’s Grands Prix went to “Expedition Impossible” by Columbia Sportswear; “The Wedding Rice” by Wikifarmer; “Lucky Fan Index” by Wisła Kraków Football Club; “Three Words” by AXA France; “The Pub That Refused to Die” by Heineken; “Supernova Adaptive” by Adidas; and “Warmer Together” by Moncler. The selection points to a day dominated by ideas that connect creativity with business impact, culture, service, community and innovation.
Brand Experience & Activation Lions was the day’s largest category, with the Grand Prix awarded to “Expedition Impossible” by Columbia Sportswear, created by adam&eveLondon. The campaign led a category where brand experience is understood as a system capable of activating participation, behaviour, retail, culture and direct audience relationships.
Brand Experience & Activation Gold Lions included “Expensive Sht” by Huggies; “SOS POS” by BCP; “Lucky Fan Index” by Wisła Kraków Football Club; “Cif Clean My Name” by Cif; “Kyle Fcking Connor” by KFC Canada; “Oreo Cows” by Oreo; “Could Have Been a Heineken” by Heineken; and “Welcome Back, Paisano” by Tecate. The list confirms the strength of experiences that combine utility, humour, data, retail, activation, purpose and cultural context.
Mexico had a particularly relevant presence in Brand Experience & Activation with “Welcome Back, Paisano” by Tecate, created by LePub Mexico City. The campaign won Gold and Silver Lions, becoming one of Mexico’s strongest cases of the day by connecting brand, identity, return, community and experience through a deeply local cultural lens.
Also in Brand Experience & Activation, “Oreo Cows” by Oreo, with participation from VML Mexico City, won Gold and Silver Lions. “The Last Coke in the Desert” by Coca-Cola, with participation from VML Mexico City alongside New York and São Paulo teams, received a Silver Lion, reinforcing Mexico’s role in regional and multinational high-impact campaigns.
Creative Business Transformation Lions awarded its Grand Prix to “The Wedding Rice” by Wikifarmer, created by McCann Athens. The category, focused on ideas that transform models, services, operations and business relationships, also awarded a Gold Lion to “Protect the Peanut” by Mars Snacking, created by BBDO Chicago.
Creative Business Transformation also recognised “Code for the Protection and Inclusion of Black Consumers” by L’Oréal Luxe; “Vaseline Verified” by Vaseline; “Tocayos” by Heineken; and “IKEA Preowned/Second-Hand Marketplace” by IKEA. These works show that creative transformation no longer lives only in external communication; it can also redesign systems, relationships, services, purpose and new forms of value.
Creative Commerce Lions awarded its Grand Prix to “Lucky Fan Index” by Wisła Kraków Football Club, created by VML Warsaw. The work also earned a Gold Lion, confirming its strength as an idea capable of connecting sport, fandom, data, commerce and brand experience through a participatory mechanic.
Creative Commerce also recognised campaigns such as “Oreo Cows” by Oreo; “Mandatory Vacation Packages” by Cámara Colombiana de Comercio Electrónico; “Copycats Welcome” by Clash Royale; “The Password Heist” by Leroy Merlin; and “A Drugstore in Your Pesebre” by Farmacias Económicas. The category showed how creative commerce now expands across social commerce, retail, entertainment, culture, promotions and conversion.
Creative Effectiveness Lions awarded its Grand Prix to “Three Words” by AXA France, created by Publicis Conseil Paris. The campaign also won a Gold Lion, demonstrating the power of an idea that combines strategic clarity, protection, insurance, social behaviour and measurable results.
Creative Effectiveness also awarded a Gold Lion to “Pedigree Caramelo” by Pedigree, created by AlmapBBDO São Paulo. The Brazilian campaign also earned Silver and Bronze Lions, consolidating itself as one of the strongest works of the day through its ability to connect brand, animal adoption, local culture, purpose and effectiveness.
Other Creative Effectiveness winners included “Football Is for Food” by Uber Eats; “IKEA Hidden Tags” by IKEA; “Vaseline Verified” by Vaseline; “My Japan Railway” by JR Group; “Preserved Promos” by Ziploc; and “U Up?” by IKEA. The selection confirms that creative effectiveness is increasingly measured by the ability to sustain results, change behaviours and build long-term brand value.
Creative Strategy Lions awarded the Grand Prix to “The Pub That Refused to Die” by Heineken, created by LePub Milan and Publicis Dublin. The campaign led a category where strategy is recognised as the engine that interprets a problem, uncovers an insight and turns it into growth, relevance or cultural transformation.
Creative Strategy Gold Lions went to “The Faroe Islands Space Program” by SKF; “Dove R/eal Reviews” by Dove Hair; “The Swedish Prescription” by Visit Sweden; and “Tocayos” by Heineken. These works show how creative strategy can operate across B2B, tourism, beauty, reputation, consumer culture and community-building.
Innovation Lions crowned “Supernova Adaptive” by Adidas, created by TBWAToronto, with the Grand Prix. The category also awarded a Gold Lion to “Utrecht Energized” by Renault; a Silver Lion to “Radio Time Machine” by Nichii Gakkan Co., Ltd.; and Bronze Lions to “SOS POS” by BCP and “T-Rex Leather” by Lab-Grown Leather.
The Innovation Grand Prix for Adidas confirms the importance of accessibility, adaptive design and technology applied to product. In this category, Cannes Lions recognised ideas that do not only incorporate technical innovation, but create utility, inclusion, new use possibilities and real transformation for people.
Luxury Lions awarded the Grand Prix to “Warmer Together” by Moncler, created by WESAYHI Sliema. The category also awarded a Gold Lion to “Tiffany & Co. x Netflix’s Frankenstein” by Tiffany & Co. and Netflix Brand Creative Studio, a collaboration that brought together jewellery, entertainment, visual storytelling and premium culture.
Luxury winners also included “Code for the Protection and Inclusion of Black Consumers” by L’Oréal Luxe; “Born in Roma Rendez-Vous Ivory Collection / Studio 54 Experience” by Valentino Beauty; and “Owners Reunions” by Porsche Latin America. The category confirmed that contemporary luxury is integrating craft, experience, inclusion, storytelling, cultural collaboration and community.
CANNES, FRANCE – JUNE 25: Day 4 of Cannes Lions 2026 on June 25, 2026 in Cannes, France. (Photo by Thomas Niedermueller/Getty Images)
The fourth day delivered a strong regional reading for Latin America. Mexico stood out with Tecate, Oreo and Coca-Cola; Brazil appeared with Cif, Heineken, Pedigree, L’Oréal Luxe and other work; Peru earned awards through BCP and Club Deportivo Municipal; Colombia appeared in Creative Commerce with Águila, McDonald’s and Cámara Colombiana de Comercio Electrónico; and Ecuador was recognised with Farmacias Económicas.
Among the most repeated campaigns of the fourth day were “Vaseline Verified”, “Tocayos”, “Pedigree Caramelo”, “SOS POS”, “Lucky Fan Index”, “Cif Clean My Name”, “Oreo Cows”, “Dove R/eal Reviews”, “Three Words” and “Welcome Back, Paisano”. Their presence across multiple categories confirms that the strongest ideas at Cannes Lions 2026 operate as cross-category platforms, not isolated executions.
The fourth day of Cannes Lions 2026 sent a clear signal to the industry: winning creativity is increasingly close to business. The recognised campaigns do more than build visibility; they transform experiences, design services, activate commerce, prove effectiveness, innovate products, rethink strategies and create deeper relationships with people.
With these results, Cannes Lions 2026 reaffirms that the most competitive creativity is the kind that changes something concrete. Whether it is a brand experience, a business model, a commerce platform, a strategy, a product or an entire category, the fourth-day winners prove that creativity remains a real force for growth, transformation and cultural impact.
