‘The Unfiltered History Tour’ Wins its Third Grand Prix at Cannes Lions 2022

See all the Grand Prix winners at Cannes Lions 2022 on Day 4 along with all the winners from Asia.

It’s a wrap on Day Four at Cannes Lions 2022, and another hot day for Dentsu’s “The Unfiltered History Tour” for Vice Media, which won its third Grand Prix on the week – this time in the Social & Influencer Lions category. It’s already been awarded Grand Prix in the Radio & Audio Lions and the Brand Experience & Activation Lions categories.

Day four also saw the new Creative B2B Lions, being awarded, alongside the Direct Lions, Media Lions, Creative Data Lions, PR Lions, and Social & Influencer Lions.

Cannes Lions 2022 Day Four Winners

Creative B2B Lions

In the Creative B2B Lions, honoring creative work in the B2B space, “which displays both creativity and effectiveness in advertising products and services purchased by professionals on behalf of businesses,” there were 415 entries were received and 14 Lions awarded by the jury: 3 Gold, 4 Silver and 6 Bronze.


The Grand Prix went to ‘Speaking in Color’, for Sherwin-Williams Coil Coatings, by Wunderman Thompson Minneapolis.

“It’s been an exciting first year for the Creative B2B Lions. Going in, nobody knew what to expect but it turns out we had quite a few contenders for the Grand Prix,” said Creative B2B Lions Jury President, Paul Hirsch, President, Chief Creative Officer, Doremus, Global.

“Any one of which could have won. In the end what made the difference was the winning works’ strategy, deep understanding of its audience, and exceptional and personal brand experience. In the past, B2B has often surfed in the wake of B2C, but I have a feeling this work will flip the script and have deep B2C implications in the near future.”


Creative Data Lions

In the Creative Data Lions, which honor the interplay of ideas and information, 328 entries were received and 13 Lions were awarded by the jury: 3 Gold, 3 Silver and 6 Bronze.

The Grand Prix went to ‘Data Tienda’, for We Capital, by DDB Mexico, Mexico City / DDB Mexico, Ciudad de México.

Winners from Asia

Ogilvy India was the sole winner from Asia with a Gold Lion for “Shah Rukh Khan My Ad”. PR Lions

PR Lions

From 1,488 entries received in the PR Lions, which honor strategic and creative communication, 49 Lions were awarded: 7 Gold, 17 Silver and 24 Bronze.

The Grand Prix went to ‘The Breakaway: The First Ecycling Team For Prisoners’, for Decathlon, by BBDO Belgium, Molenbeek-Saint-Jean.

Winners from Asia

FCB India was awarded two Bronze Lions for their Unaids “Unbox Me” campaign.

“The Unfiltered History Tour” for Vice Media by Dentsu Creative India took home a Bronze.

Innored Seoul was awarded a Bronze for their Maeil Dairies Co., LTD “Greeting Milk”.

Social & Influencer Lions

In the Social & Influencer Lions, 1642 entries were received and 50 Lions were awarded: 6 Gold, 17 Silver and 26 Bronze.

The Grand Prix went to ‘The Unfiltered History Tour’ for VICE Media, by Dentsu Creative, Bengaluru / Dentsu Creative, Mumbai / Dentsu Creative, Guragaon. This marks the third Grand Prix of the week going to this unofficial guide to the British Museum’s disputed artifacts, which also took home the coveted trophy in the Radio & Audio Lions and the Brand Experience & Activation Lions.

Winners from Asia

FCB India won Gold, Silver, and Bronze Lion for their SOS Children’s Villages “Chatpat” campaign, the agency also won another Bronze Lion for Unaids “Unbox Me”.

TBWA\Juice China / TBWA\Bolt Shanghai was awarded a Gold Lion for their work on the “BMW: Nothing But Sheer Joy” campaign.

Grey Tokyo’s “Aquafresh Fortune Telling” for GlaxoSmithKline Consumer Healthcare Japan won a Silver Lion.

Direct Lions

In the Direct Lions, 1931 entries were received and 55 Lions were awarded: 7 Gold, 20 Silver and 27 Bronze.

The Grand Prix went to ‘Less Talk, More Bitcoin’, for Coinbase, by Accenture Song, New York / Coinbase, San Francisco.

Winners from Asia

Ogilvy Mumbai’s “Shah Rukh Khan My Ad” for Cadbury took home both a Gold and Bronze Lion.

FCB India / FCB Chicago’s “The Nominate Me Selfie” for Political Shakti and The Times of India has awarded a Gold Lion

A Bronze Lion was awarded to FCB India/Kinnect Mumbai and FCB Chicago for SOS Children’s Villages “Chatpat”.

Media Lions

In the Media Lions, 1752 entries were received and 57 Lions were awarded: 9 Gold, 19 Silver and 28 Bronze.

A second Grand Prix went to ‘Hope Reef’, for Mars Petcare, by AMV BBDO, London.

Media Lions Jury President, Daryl Lee, Global CEO, IPG Mediabrands, Global said: “The Grand Prix was brilliantly amphibious in every way. It created new living media that embodied a powerful message of hope. It opened up an immersive experience that built both global scale and a deeply personal connection. And it’s helping to save our planet in an authentic and credible way for the brand. The jury was united in celebrating this perfect marriage of idea and technology, of message and medium, of purpose and place.”

Winners from Asia

FCB India/Kinnect Mumbai and FCB Chicago were awarded Gold and Silver Lions for SOS Children’s Villages “Chatpat”.

FCB India / FCB Chicago won a Silver Lion for “The Nominate Me Selfie”.

Ogilvy Mumbai’s “Perk Disclaimers” campaign for Cadbury Perk took home a Silver Lion

A Bronze Lion was awarded to Cheil Worldwide Beijing / Cheil Worldwide Hong Kong for Samsung “Quest For Dyslexia”,

Mediacom Singapore / Grey Tokyo won for SK-II “Versus”.

TBWA\Bolt Shanghai for Adidas “Neo Gymnastics x Just Dance”

BBDO Mumbai for P&G India “See Equal #ShareTheLoad (Integrated)”

Special Awards

Cannes Lions also honored two special awards. The 2022 Cannes LionHeart was presented to girls’ education activist and Nobel Peace Prize laureate, Malala Yousafzai. The award is given to a person who has harnessed their position to make a significant and positive difference to the world around us.

The Entertainment Person of the Year, which is given in recognition of the vital role that entertainment plays in the marketing and communications landscape was presented to Ted Sarandos, co-CEO, Netflix.

The Media Network of the Year 2022 was also announced in the following rank:

  • OMD Worldwide
  • MediaCom
  • StarCom

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Bobby McGill

Bobby is the founder and publisher of Branding in Asia.

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