Strategy is on the ground in Cannes, bringing you the latest news, wins and conference highlights all week long. Catch all the coverage here.
While the second day at Cannes got off to a sweltering start on the Croisette, the results were a little less blistering inside than the day before, with fewer Canuck shops appearing on the winners’ lists.
Among the day’s winners were Courage, Dentsu Creative, Fela Toronto, Gut, Klick Health and TBWA\Canada, the latter of which picked up a Gold Lion yesterday. Canadian shops have now accumulated 25 awards to declare on their way home.
In Design, “The Undropped Kit” by Gut Toronto and Golin London secured a Bronze Lion. Canada also added three more wins in Entertainment Lions for Sport, where Courage’s “Kyle F*cking Connor” and TBWA\Canada’s “Supernova Adaptive” each claimed silver, while Dentsu Creative’s “Game on Ball” received bronze. In Entertainment Lions for Music, Klick Health’s “867-5309” captured silver and “Luther,” by Fela Toronto and Project 3, Los Angeles, was awarded bronze. Meanwhile, Toronto-based Scouts Honour collected a Silver Lion in Film Craft for its work on Simons’s “Dress Yourself.”
“Dress Yourself” imagines an empty city where clothes float through deserted streets, waiting for the people who will wear them. When garments and bodies finally connect, the city springs back to life: clothes ignite, people begin to move and energy returns to the urban landscape. The piece aims to present self-expression not as a set of rules or trends to follow, but as a force that sparks connection and brings people together.
Throughout the Entertainment Lions categories, the juries gravitated around a common idea: audiences are no longer passive consumers. The best work invited people to participate in culture and created genuine value for communities.
In Entertainment Lions for Music, jury president Matt Murphy, global CCO at 72andSunny, said the category rewarded “breakthrough collaboration” where “music had to drive the storytelling.” The jury was looking for partnerships where “the artist benefits the brand as much as the brand benefits the artist.” Murphy suggests that the category is increasingly rewarding brands that build genuine cultural relationships with artists, rather than simply tapping into their popularity for a campaign.
The category received more than 200 entries, which the jury narrowed to a shortlist of 34.
Design (1)
“The Undropped Kit”
Asics
Gut Toronto/Golin Ketchum, London
Bronze
Entertainment for Sport (3)
“Kyle F*cking Connor”
KFC Canada
Courage, Toronto
Silver
“Supernova Adaptive”
Adidas
TBWA\Canada
Silver
“Game on Ball”
True Hockey
Dentsu Creative
Bronze
Entertainment for Music (2)
“867-5309”
The Cancer Support Community
Klick Health, Toronto
Silver
“Luther”
Kendrick Lamar
Fela Toronto / Project 3, Los Angeles
Bronze
Film Craft (1)
“Dress Yourself”
Simons
Scouts Honour, Toronto
Silver
