Day Two has wrapped up at Cannes Lions, with the Festival announcing the winners of the Entertainment Lions, Entertainment Lions for Gaming, Entertainment Lions for Music, Entertainment Lions for Sport, as well as the Design, Digital Craft, Film Craft, and Industry Craft Lions during its second Awards Show.
“This body of work spotlights how craft is transforming brands and consumer experience and how the power of fandom is building brand relevance and driving business growth,” said Simon Cook, CEO, LIONS.
Asia-Pacific agencies and brands took home a variety of Lions on the second day across several categories, led by Japan. See the day two Grand Prix wins and the winners from across APAC:
Entertainment Lions
From 656 entries received in the Entertainment Lions, 20 Lions were awarded: 3 Gold, 6 Silver, 10 Bronze. The Grand Prix went to ‘Original Forever’, for adidas, by Johannes Leonardo, New York / adidas, London. Drawing on adidas’s cultural legacy with Oasis, the brand partnered with the band to create official tour merch and cultural moments to build fandom.
“Choosing a Grand Prix was difficult, but in the end one piece of work stood apart because it understood the moment perfectly,” said Chris Beresford-Hill, Worldwide Chief Creative Officer, BBDO Worldwide, and Entertainment Lions Jury President.
“At a time when so many brands are trying to manufacture relevance, this was a reminder that the most powerful thing a brand can do is show up in the right moment, for the right community, with something worth caring about.”
APAC Winners
Bronze Lion
- Luck, Tokyo, ‘Goodbye RX-7: Saying Farewell to a Dear Friend’ for Mazda
Entertainment Lions for Gaming
The Entertainment Lions for Gaming received 216 entries, with 8 Lions awarded: 1 Gold, 2 Silver, 4 Bronze. The Grand Prix went to ‘Copycats Welcome’, for Clash Royale, by David, New York. The work targets the game’s imitators to win loyalty, blending brand film, community activism, and interactive gaming experience.
“The Jury debated hard, but when we got there, we were unified,” said Lolly Thomson, Joint Global Chief Creative Officer, M+C Saatchi Group, and Entertainment Lions for Gaming Jury President.
“This year’s Grand Prix did something radical— an amnesty. Instead of lengthy IP battles, it went after the millions playing knock-offs and said: we see you, come home, bring everything with you. Progress, hours, accrued wealth— all transferable, no quibbling. Re-establishing the original as the most generous version of itself— a masterclass in value exchange. When you do something like that, the community takes over. You don’t need to shout. They do it for you.”
APAC Winners
Bronze Lion
- Whatever, Tokyo, ‘Silent Cleaning’ for Kao Corporation
Entertainment Lions for Music
In the Entertainment Lions for Music, 318 entries were received and 13 Lions awarded: 2 Gold, 2 Silver, 7 Bronze. The Jury awarded two Grands Prix: ‘Rosalía Ft. Björk, Yves Tumor – Berghain’, for Rosalía, by Canada, Barcelona / Rosalia, Barcelona; and ‘Original Forever’, for adidas, by Johannes Leonardo, New York / adidas, London.
“This Award is about music driving the storytelling experience, where the brand endorses the artist, as much as the artist endorses the brand,” said Matt Murphy, Global Chief Creative Officer, 72andSunny, and Entertainment Lions for Music Jury President.
“We were looking for breakthrough collaborations between artists and culture. Ultimately, it came down to COMMITMENT. Going all in on an idea. We awarded two Grands Prix: adidas ‘Original Forever’, a fantastic integration of Brand, Band and Audience. It not only reignited nostalgia for older fans, it ushered in an era of new ones. Rosalina ‘Berghain’. Wow! Just wow! A feast for the eyes and ears, integrating classical and modern, fantasy and reality.”
Entertainment Lions for Sport
From 660 entries received in the Entertainment Lions for Sport, 21 Lions were awarded: 3 Gold, 6 Silver, 11 Bronze. The Grand Prix went to ‘The Thousand Sponsors of Muni’, for Club Deportivo Municipal, by McCann, Lima. The work turned football club supporters into sponsors, tapping into fan loyalty and creating a national conversation.
“What got me about ‘The Thousand Sponsors of Muni’ is the sheer, simple ingenuity of it,” said Shannon Washington, Chief Creative Officer and Managing Partner, 11 Ounces, and Entertainment Lions for Sport Jury President.
“Taking a club in crisis and turning that crisis into a thousand acts of belonging. The craft is exceptional, down to the math behind the pricing and the grid on the jersey itself. But what makes this Grand Prix-worthy for the room is what it says about sport: this is fandom doing the work that money used to do, and community deciding what the future of a club looks like. It’s a reminder that sport’s real power isn’t the sponsorship deal – it’s the people who refuse to let the thing they love disappear.”
APAC Winners
Silver Lion
- Ogilvy, Taipei, ‘The Switch Hit by Mikkeller’ for Mikkeller & Ugly Half Beer
Bronze Lion
- LePub, Singapore, ‘Curfew Hostels’ for Tiger Beer
Design
In Design, 792 entries were received and 26 Lions awarded: 5 Gold, 8 Silver, 13 Bronze. The Grand Prix went to ‘Apple TV Rebrand’, for Apple, by TBWA\Media Arts Lab, Los Angeles / Apple, Cupertino.
“We awarded the Grand Prix because it’s gloriously human-made,” said Greg Quinton, Chief Creative Officer, Design Bridge and Partners, and Design Jury President.
“It recaptures the drama of cinema and the sheer magic of light and sound. Frankly, at a time obsessed with tech threats, this is a beautiful rebellion. Had they not shown how it was crafted, the magic may have evaporated. Instead, you can genuinely feel the love poured into it. A brilliantly simple, soulful design with a proper beating heart and a glorious brand transformation.”
APAC Winners
Silver Lions
- Hakuhodo / Anywhere / Hakuhodo Design, Tokyo, ‘Tigris – Condensed Identity’ for Tigris
- Dentsu Inc., Tokyo, ‘Dear Difference’ for Nikka Whisky
- Hakuhodo Gravity / Hakuhodo Cabin, Tokyo, ‘Craftman.Ships’ for Ships
Bronze Lion
- Paulus, Seoul, ‘Vision Pulse: Sight Beyond Seeing’ for Hyundai Motor Group
Digital Craft
Digital Craft received 355 entries, with 11 Lions awarded: 2 Gold, 3 Silver, 5 Bronze. The Grand Prix went to ‘Project Genie’, for Google, by Google, Mountain View. The work is described in the release as a first-of-its-kind application of the Genie 3 model, bridging the gap between DeepMind’s frontier research and a functional consumer interface.
“‘Genie’ earned the Grand Prix because it perfectly embodies what Digital Craft should celebrate: not just where technology is today, but where creativity can take it next,” said Andrés Ordóñez, Global Chief Creative Officer, McCann, and Digital Craft Jury President.
“The work gives us a glimpse of new creative possibilities, transforming a powerful tool into a platform for imagination. It reminds us that technology alone is never enough. The real breakthrough happens when creativity unlocks what technology can become.”
Film Craft
From 1,433 Film Craft entries, 43 Lions were awarded: 6 Gold, 15 Silver, 21 Bronze. The Grand Prix went to ‘Your Way Out’, for Coinbase, by Isle of Any, New York, a film that challenges perceptions about the financial system through video game aesthetics.
“‘Your Way Out’ was the film that organically rose to the top as we worked through the judging process,” said Pip Smart, Executive Producer and Partner, Revolver, and Film Craft Jury President.
“Whilst a few of the Jurors may have their hearts in other places to begin with, eventually it was hard to argue for any other piece for the Grand Prix. Ultimately, it was awarded a Grand Prix for direction primarily because the depth and originality of the craft was undeniable.”
APAC Winners
Bronze Lions
- TBWA\ Lintas, Mumbai, ‘Don’t Look Up’ for Steadfast
- Wolf BKK, Bangkok, ‘The Kaprao Criminals’ for KFC Thailand
- Kodansha / Geek Pictures, Tokyo, ‘Light Hole’ for Kodansha Ltd.
Industry Craft
In Industry Craft, 649 entries were received and 18 Lions awarded: 2 Gold, 5 Silver, 10 Bronze. The Grand Prix went to ‘Tiny Coffee Shops’ for De’Longhi, by LOLA, Madrid. De’Longhi transformed five coffee machines into handcrafted, miniature cafés to change perceptions about drinking coffee at home.
“‘Tiny Coffee Shop’ reconnects us with something rare: the ability to feel like children again,” said Rafael Gil, Chief Creative Officer, Artplan, and Industry Craft Jury President.
“Every detail was crafted with extraordinary care, turning tiny decisions into giant emotions. Throughout the judging, this work consistently stood out. And in the final moment, when the lights of the tiny coffee shop turned on, something else lit up as well: our conviction that this was the perfect symbol of what Craft can be. And that is exactly the role of a Grand Prix: to be the symbol of a category today, and an inspiration for the industry tomorrow.”
APAC Winners
Gold Lion
Dentsu Inc., Tokyo, ‘Dear Difference’ for Nikka Whisky
Silver Lions
- TBWA\Sydney, Sydney, ‘Sunburnt Car’ for Mycar
- Hakuhodo Gravity / Hakuhodo Cabin, Tokyo, ‘Craftman.Ships’ for Ships
Bronze Lions
- Dentsu Inc., Tokyo, ‘Dear Difference’ for Nikka Whisky
- The Nine, Shanghai, ‘Fascinating’ for Shenzhen Tourism Bureau, China
LionHeart Award
At the ceremony, the Cannes LionHeart Award was presented to Oprah Winfrey. The award honors an individual who has harnessed their platform to make a meaningful and lasting impact on the world.
