Cannes Lions International Festival of Creativity

Every single day, 700,000 British people live a miserable, Marmite-less existence in the US. It’s impossible to find and criminally expensive. That’s why the nation’s favourite ‘love-or-hate’ product teamed up with adam&eveDDB US and brave Marmite lovers from the UK – to smuggle the spread across the Atlantic. Through a lo-fi combo of social, radio, flyposting and WhatsApp, Marmite convinced 26 Brits to ferry their prized cargo over the US border. The result? Huge reach and coverage in UK publications, and even a 26% increase in American customers searching for the brand. Smugglers | adam&eveDDB New York | Marmite | 2024 🥈1 Silver Lion 🥉1 Bronze Lion 🎗️2 Shortlists Explore every Cannes Lions winner, exclusively on The Work | lovethework.com

Respect tradition, embrace the present, make history. For Joy Richu, freelance illustrator and member of the 2024 See It Be It cohort, creativity is about bringing her lived experience to her practice in a way that feels authentic and exciting. Appearing on Careers In The Making at this year’s Festival, she describes what creativity means to her – and what it means to take her space as a woman of colour | https://lnkd.in/esxMEM9C

Design work is central to creativity in the branded communications industry. And after a range of updates, the Design Lions have evolved to celebrate innovative, forward-thinking work that shows how design can shape behaviour, advance social and environmental goals and set new standards for creativity and impact. Discover everything that’s new in the 2025 Cannes Lions Awards canneslions.com/awards

The State of Creativity Study survey is here. This is your moment to have your say on what the creative industry looks like for you, in your region, and in your sector – no matter your seniority. We’re asking everyone in the business of creativity to share how they feel about the industry. What are your business priorities and challenges for this 2025? Are there any trends impacting insight gathering? Let us know in the State of Creativity 2025 survey – now live | https://lnkd.in/etbcKVDF

The Cannes Lions Awards are back. And for 2025, there are new ways to make history. We’ve broken down some of the major changes to next year’s Awards here – from new sub-categories to reimagined structures for existing Lions – but there’s more where they came from. Explore every update here | https://lnkd.in/epKXQcZe

To celebrate the 10th anniversary of Glass: The Lion for Change, we’ve expanded its scope. The Glass Lion will now celebrate creative excellence that promotes more equitable representations for a broader range of communities – empowering people across the globe, and driving business success. Discover every new update to the Awards today | https://lnkd.in/epKXQcZe

Human insights and Lion-winning creativity often go hand in hand. And whether you’re a strategy novice or industry veteran, you’ll uncover something new about the power of behavioural economics with the LIONS Creative MBA. Take the ‘IKEA Effect’ for example – the idea that people place a higher value on items they’ve made themselves. In ‘It’s That Affordable’ for IKEA in Saudi Arabia, Memac Ogilvy Dubai doubled down on this by comparing the value of IKEA products with their everyday purchases like coffee or stamps. By pairing the IKEA Effect with the brand’s undeniable value for money, the campaign produced a 21.4% sales increase year on year. Discover the sharpest industry insights in the LIONS cMBA. The course designed to help you deliver the best and most effective creativity of your career – from how to generate Lion-winning ideas, to how to evaluate and pitch them. Our next cohort starts 20 January 2025, but you can sign up today | https://lnkd.in/eifitEve

Do you want to play a game? For Halloween last year, Uber Eats had just the trick to put its grocery services top of mind – by bringing the classic promo code tactic back from the dead. Using IP from the top 10 horror films of all time, it took famous quotes and turned them into gamified promo codes. On each day leading up to Halloween, customers had to fill in the missing letters to unlock a 60% discount on candy – leading to over 2 million code uses. ‘Horror Codes’ got people talking, with over 10,000 organic social engagements. More than that, it brought in a 44% new users increase to Uber Eats’ Grocery & Retail offering. Uber Eats Horror Codes | Rethink New York | Uber Eats | 2024 🥉1 Bronze 🎗️1 Shortlist Explore every Cannes Lions winner, exclusively on The Work | lovethework.com

Young creatives are driving the industry forward with fresh ideas and approaches. We caught up with TK Teo, Associate Creative Director at BlueFocus, who joined the Creative Academy at Cannes Lions 2024. He told us how his Festival experience has shaped his work – and gave some advice on being creatively wild. Hear more stories of inspiration, resilience and creativity in the new series of Careers In The Making | https://lnkd.in/esxMEM9C

A refreshing take on celebrity partnerships. To revive Stella Artois and launch its ‘Worth More’ platform, GUT Miami knew their ad had to stand out. They put the product front and centre, but with a twist. They recruited a man so globally recognised that a tattooed hand was all it took to grab attention. David Beckham’s hand model shots showed up across Instagram, print and OOH – bringing in praise among fans, and 735 million earned impressions. The World’s Most Famous Hand Model | GUT, Miami | Stella Artois | 2024 🥇3 Gold 🎗️2 Shortlists Explore every Cannes Lions winner, exclusively on The Work | lovethework.com