{"id":43449,"date":"2026-06-25T20:44:09","date_gmt":"2026-06-25T20:44:09","guid":{"rendered":"https:\/\/www.europesays.com\/germany\/43449\/"},"modified":"2026-06-25T20:44:09","modified_gmt":"2026-06-25T20:44:09","slug":"the-fourth-day-of-cannes-lions-2026-delivered-109-awards-across-seven-categories-with-grands-prix-for-columbia-sportswear-wikifarmer-wisla-krakow-football-club-axa-france-heineken-adidas-and-mon","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/germany\/43449\/","title":{"rendered":"The fourth day of Cannes Lions 2026 delivered 109 awards across seven categories, with Grands Prix for Columbia Sportswear, Wikifarmer, Wis\u0142a Krak\u00f3w Football Club, AXA France, Heineken, Adidas and Moncler"},"content":{"rendered":"

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.<\/p>\n

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.<\/p>\n

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The day\u2019s Grands Prix went to \u201cExpedition Impossible\u201d by Columbia Sportswear; \u201cThe Wedding Rice\u201d by Wikifarmer; \u201cLucky Fan Index\u201d by Wis\u0142a Krak\u00f3w Football Club; \u201cThree Words\u201d by AXA France; \u201cThe Pub That Refused to Die\u201d by Heineken; \u201cSupernova Adaptive\u201d by Adidas; and \u201cWarmer Together\u201d by Moncler. The selection points to a day dominated by ideas that connect creativity with business impact, culture, service, community and innovation.<\/p>\n

Brand Experience & Activation Lions was the day\u2019s largest category, with the Grand Prix awarded to \u201cExpedition Impossible\u201d 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.<\/p>\n

Brand Experience & Activation Gold Lions included \u201cExpensive Sht\u201d by Huggies; \u201cSOS POS\u201d by BCP; \u201cLucky Fan Index\u201d by Wis\u0142a Krak\u00f3w Football Club; \u201cCif Clean My Name\u201d by Cif; \u201cKyle Fcking Connor\u201d by KFC Canada; \u201cOreo Cows\u201d by Oreo; \u201cCould Have Been a Heineken\u201d by Heineken; and \u201cWelcome Back, Paisano\u201d by Tecate. The list confirms the strength of experiences that combine utility, humour, data, retail, activation, purpose and cultural context.<\/p>\n

Mexico had a particularly relevant presence in Brand Experience & Activation with \u201cWelcome Back, Paisano\u201d by Tecate, created by LePub Mexico City. The campaign won Gold and Silver Lions, becoming one of Mexico\u2019s strongest cases of the day by connecting brand, identity, return, community and experience through a deeply local cultural lens.<\/p>\n

Also in Brand Experience & Activation, \u201cOreo Cows\u201d by Oreo, with participation from VML Mexico City, won Gold and Silver Lions. \u201cThe Last Coke in the Desert\u201d by Coca-Cola, with participation from VML Mexico City alongside New York and S\u00e3o Paulo teams, received a Silver Lion, reinforcing Mexico\u2019s role in regional and multinational high-impact campaigns.<\/p>\n

Creative Business Transformation Lions awarded its Grand Prix to \u201cThe Wedding Rice\u201d 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 \u201cProtect the Peanut\u201d by Mars Snacking, created by BBDO Chicago.<\/p>\n

Creative Business Transformation also recognised \u201cCode for the Protection and Inclusion of Black Consumers\u201d by L\u2019Or\u00e9al Luxe; \u201cVaseline Verified\u201d by Vaseline; \u201cTocayos\u201d by Heineken; and \u201cIKEA Preowned\/Second-Hand Marketplace\u201d 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.<\/p>\n

Creative Commerce Lions awarded its Grand Prix to \u201cLucky Fan Index\u201d by Wis\u0142a Krak\u00f3w 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.<\/p>\n

Creative Commerce also recognised campaigns such as \u201cOreo Cows\u201d by Oreo; \u201cMandatory Vacation Packages\u201d by C\u00e1mara Colombiana de Comercio Electr\u00f3nico; \u201cCopycats Welcome\u201d by Clash Royale; \u201cThe Password Heist\u201d by Leroy Merlin; and \u201cA Drugstore in Your Pesebre\u201d by Farmacias Econ\u00f3micas. The category showed how creative commerce now expands across social commerce, retail, entertainment, culture, promotions and conversion.<\/p>\n

Creative Effectiveness Lions awarded its Grand Prix to \u201cThree Words\u201d 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.<\/p>\n

Creative Effectiveness also awarded a Gold Lion to \u201cPedigree Caramelo\u201d by Pedigree, created by AlmapBBDO S\u00e3o 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.<\/p>\n

Other Creative Effectiveness winners included \u201cFootball Is for Food\u201d by Uber Eats; \u201cIKEA Hidden Tags\u201d by IKEA; \u201cVaseline Verified\u201d by Vaseline; \u201cMy Japan Railway\u201d by JR Group; \u201cPreserved Promos\u201d by Ziploc; and \u201cU Up?\u201d 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.<\/p>\n

Creative Strategy Lions awarded the Grand Prix to \u201cThe Pub That Refused to Die\u201d 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.<\/p>\n

Creative Strategy Gold Lions went to \u201cThe Faroe Islands Space Program\u201d by SKF; \u201cDove R\/eal Reviews\u201d by Dove Hair; \u201cThe Swedish Prescription\u201d by Visit Sweden; and \u201cTocayos\u201d by Heineken. These works show how creative strategy can operate across B2B, tourism, beauty, reputation, consumer culture and community-building.<\/p>\n

Innovation Lions crowned \u201cSupernova Adaptive\u201d by Adidas, created by TBWAToronto, with the Grand Prix. The category also awarded a Gold Lion to \u201cUtrecht Energized\u201d by Renault; a Silver Lion to \u201cRadio Time Machine\u201d by Nichii Gakkan Co., Ltd.; and Bronze Lions to \u201cSOS POS\u201d by BCP and \u201cT-Rex Leather\u201d by Lab-Grown Leather.<\/p>\n

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.<\/p>\n

Luxury Lions awarded the Grand Prix to \u201cWarmer Together\u201d by Moncler, created by WESAYHI Sliema. The category also awarded a Gold Lion to \u201cTiffany & Co.\u00a0x Netflix\u2019s Frankenstein\u201d by Tiffany & Co.\u00a0and Netflix Brand Creative Studio, a collaboration that brought together jewellery, entertainment, visual storytelling and premium culture.<\/p>\n

Luxury winners also included \u201cCode for the Protection and Inclusion of Black Consumers\u201d by L\u2019Or\u00e9al Luxe; \u201cBorn in Roma Rendez-Vous Ivory Collection \/ Studio 54 Experience\u201d by Valentino Beauty; and \u201cOwners Reunions\u201d by Porsche Latin America. The category confirmed that contemporary luxury is integrating craft, experience, inclusion, storytelling, cultural collaboration and community.<\/p>\n

\"\"CANNES, FRANCE \u2013 JUNE 25: Day 4 of Cannes Lions 2026 on June 25, 2026 in Cannes, France. (Photo by Thomas Niedermueller\/Getty Images)<\/p>\n

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\u2019Or\u00e9al Luxe and other work; Peru earned awards through BCP and Club Deportivo Municipal; Colombia appeared in Creative Commerce with \u00c1guila, McDonald\u2019s and C\u00e1mara Colombiana de Comercio Electr\u00f3nico; and Ecuador was recognised with Farmacias Econ\u00f3micas.<\/p>\n

Among the most repeated campaigns of the fourth day were \u201cVaseline Verified\u201d, \u201cTocayos\u201d, \u201cPedigree Caramelo\u201d, \u201cSOS POS\u201d, \u201cLucky Fan Index\u201d, \u201cCif Clean My Name\u201d, \u201cOreo Cows\u201d, \u201cDove R\/eal Reviews\u201d, \u201cThree Words\u201d and \u201cWelcome Back, Paisano\u201d. Their presence across multiple categories confirms that the strongest ideas at Cannes Lions 2026 operate as cross-category platforms, not isolated executions.<\/p>\n

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.<\/p>\n

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.<\/p>\n

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