Cannes Lions International Festival of Creativity

A love letter to Puerto Rico, from Benito himself. The recently-revealed Super Bowl performer Bad Bunny is a cultural disruptor. In a world where global pop can feel generic, he doubles down on his roots. And fans don’t want to just listen to music, they want to discover it. So instead of giving Los Conejosas (the bunnies) a traditional album reveal, DDB Latina and Rimas Music gave them a map. Through GPS coordinates, fans joined Bad Bunny on a virtual discovery of his home land via Google Street View – each location revealing a hidden track title among the Puerto Rican scenery. Leveraging fans’ interest in hidden messages worked, and the campaign set a new standard for music releases. It brought 182 million fans to Puerto Rico, and ‘DeBí TiRAR MáS FOToS’ became Bad Bunny’s most pre-saved in his career. The brand benefited too, with a 350% increase in Google searches, and $40m in earned media value. Tracking Bad Bunny | DDB Latina Puerto Rico | Rimas Music | 2025 🏆1 Grand Prix 🥇1 Gold Lion 🥉2 Bronze Lions 🎗️9 Shortlists Explore excellence in the Entertainment Lions for Music and beyond, exclusively on The Work | lovethework.com

CALM’s goal is that no one sees suicide as their only option. In collaboration with ITV, it’s ‘Missed Birthdays’ campaign aimed to spark nationwide conversation about youth suicide, and give potentially life-saving tips on how to prevent it. At the heart of the work was an installation of 6,929 birthday balloons, each representing a young life lost to suicide between 2012 and 2022 in the UK, and spotlighting 40+ families’ stories. It also included OOH, digital and social campaigns, with every touchpoint directing people towards the C.A.R.E toolkit – resources designed to equip Trusted Adults with the skills they need to support young people. In the month that ‘Missed Birthdays’ was live, the C.A.R.E kit was introduced to over 17m – that’s 40% of the UK’s adult population. CALM was able to continue its life-saving work, with daily donations increasing by 453% and website visits by 731%. It raised significant awareness for youth suicide, and earnt a Bronze Eurobest Award in Outdoor and a Silver Eurobest Award in Media, before going on to win three Lions the following year. If you or anyone you know needs support on this topic, please visit www.thecalmzone.net for help and resources. Missed Birthdays | adam&eveDDB | ITV x Campaign Against Living Miserably | 2025 🥇1 Gold Lion 🥈1 Silver Lion 🥉1 Bronze Lion 🎗️5 Shortlists 🥈2 Silver Eurobest Awards 🥉1 Bronze Eurobest Award 🎗️7 Shortlists Explore excellence from Cannes Lions, Eurobest and beyond, exclusively on The Work | lovethework.com

When it comes to social-fueled cravings, HungerStation delivers. Saudi Arabia’s most dynamic food market found a problem – 71% of customers were ordering the same thing, over and over. So to bring some cultural dish diversity to their tables, ‘The Social Feed’ had a solution. The delivery app bridged the behavioural gap between scrolling socials for food to actually ordering it. How? The team asked users to DM HungerStation with online dishes they’d been craving, and the app matched them with food they could order – using AI tech to identify the options. Leveraging the cultural significance of food exploration, the work addressed user habits and reinforced the brand’s promise of endless variety. It generated 100k new users in a month, and a 17% YoY growth in sales. Importantly, there was a 10% drop in repetitive ordering, meaning customers were dipping their forks into new flavour experiences. The Social Feed | VML, Dubai | HungerStation | هنقرستيشن | 2025 🥈1 Silver Lion 🥉2 Bronze Lions 🎗️2 Shortlists Explore excellence in Creative Commerce and beyond, exclusively on The Work | lovethework.com

Already looking ahead? Cannes Lions 2026 passes are on sale soon, so here are some key dates you won’t want to miss. Creative director or student who’s just starting out – there’s plenty of ways for you to join us at Cannes Lions 2026. Add the dates to your diary, so you can plan ahead and make next year your moment. Have a look at all the options to find the right road to Cannes Lions for you. https://lnkd.in/ebn4pmAb

Fernando Machado – the mind behind Dove's 'Real Beauty Sketches' and Burger King's boldest work – is back to lead the LIONS Growth MBA starting 19th September. As one of the most awarded CMOs, and with a wealth of experience in transforming global brands under his belt, Fernando doesn't just understand marketing. He’s redefined it. The 12-week programme with Fernando and his network of industry leaders will give you actionable insights on turning creativity into tangible business results. Sign up today via LIONS Learning | https://lnkd.in/e2S7NPDe

Cannes Lions 2025 was a momentous week of bold creativity, inspiring stories and progress-driving ideas. As we look back on some of the highlights, it’s almost time to look forward to next year – with passes going on sale soon. There’s many ways to Cannes Lions, and a pass for every kind of creative. Find the right one for you, and explore the funded opportunities available so you can get your application in early. See you there? | https://lnkd.in/ebn4pmAb

A hearing test that’s already in your pocket. With a simple update, ‘Apple’s AirPods Pro 2 Hearing Aid Feature’ transformed the best-selling headphones in the world into FDA-authorised hearing aid technology. This simple and affordable innovation tackled a critical need. Globally, 1.5 billion people live with hearing loss, yet three out of four go untreated due to high costs and logistical hurdles. Apple’s work captured a father hearing his daughter clearly for the first time – showing how the mainstream technology offers life-changing benefits without the cost barriers of traditional hearing aids. The work demonstrates how design can shape culture and have a huge impact, with the campaign sparking record search interest for hearing aids and generating over 1bn views across paid and organic placements. AirPods Pro 2 Hearing Aid Feature | Apple, Cupertino | Apple | 2024 🥇1 Gold Lion 🎗️5 Shortlists Explore excellence in Design and beyond, exclusively on The Work | lovethework.com

Less than two weeks left to make creativity a competitive advantage. The LIONS Growth MBA is back, and seats are running out fast. Secure a spot and learn how to harness creativity that delivers real, tangible business growth. This is the only course where your marketing team can learn directly from Fernando Machado and his network of industry leaders. Over 12 weeks, they’ll hear the expertise and knowledge of some of the world’s most renowned marketers and creatives, delivered direct and ready to apply to their work. It all begins again on 21 September. Ready to go? Sign up today via LIONS Learning | https://lnkd.in/e2S7NPDe