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The second day of Cannes International Festival of Creativity 2021 kicked off with announcements of the winners for its coveted Lions trophies. 

Master of Ceremonies Juan Senor announced, via a live online broadcast from Cannes, the Creative Data Lions, Direct Lions, PR Lions, Social & Influencer Lions, Media Lions and Creative Strategy Lions, plus the Media Network of the Festival.

Highlights of the ceremony were Pakistan's first Grand Prix for life-changing creative work for Telenor Pakistan, and FCB Chicago's double Grands Prix win, in the Media Lions and the PR Lions.

Creative Data Lions

In the Creative Data Lions, which honour the interplay of ideas and information, 12 Lions were awarded from 364 entries: two gold, four silver and five bronze, with the Grand Prix presented to Saylists, by Rothco, part of Accenture Interactive, Dublin, for Warner Music Group. This ground-breaking initiative used music and technology to augment the speech therapy experience for young people.

Other big winners included Laugh Tracker for Tenessee Tourism by VMLY&R, Kansas City and Four Seasons for NDR Elbphilharmonie Orchestra from Markenfilm Crossing, Hamburg.

For the full list of Creative Data Lions winners, click here.

Warner Music Group – Saylists

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Creative Strategy Lions

This category honours work that demonstrates how strategic planning can redefine a brand, reinvent its business and influence consumers or wider culture and received 677 entries, awarding 20 Lions: three gold, seven silver and nine bronze. 

The Grand Prix went to Can’t Touch This by Goodby Silverstein & Partners, San Francisco for Cheetos. This Super Bowl ad launched Cheetos Popcorn with an ingenious take on MC Hammer’s iconic catchphrase U Can’t Touch This.

Other big winners included The Connected Island by Boys & Girls Dublin for Three, Project Free Period by DDB Mudra for Sanitary Napkin, and What's Your Name? for Starbucks from Iris, London.

For the full list of Creative Strategy Lions winners, click here.

Frito Lay – Can't Touch This

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Direct Lions

In the Direct Lions, celebrating targeted and response-driven creativity, 64 Lions were awarded from 1,978 entries. Thirteen gold, 20 silver and 30 bronze were handed out, with the Grand Prix presented to DAVID Madrid and DAVID Miami for Stevenage Challenge for Burger King, a campaign encouraging people across the world to try and transform Stevenage FC into the biggest football club online. 

Direct Jury President Reed Collins, Chief Creative Officer at Ogilvy APAC, said: "It was unanimous amongst the jury. Everybody thought that this stood above the rest of the work as a benchmark for Direct. It was a spectacular insight, idea and understanding of hacking the system."

Other winners included True Name from Mastercard by McCann New York.

For the full list of Direct Lions winners, click here.

Burger King – Stevenage Challenge

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Media Lions

Two Grands Prix were awarded in this category. The first went to Boards of Change, from FCB Chicago, for the City of Chicago, an initiative that greatly increased voter participation in the 2020 US Presidential election. The second Grand Prix went to Naming the Invisible by Digital Birth Registration by Telenor Pakistan Islamabad/Ogilvy Pakistan Islamabad, for Telenor Pakistan, which utilised mobile technology to provide digital birth registration for thousands of ‘invisible’ children in Pakistan.

Other winners included Media That 'Eats' Pollution for VW by PHD, London.

For the full list of Media Lions winners, click here.

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City of Chicago – Boards Of Change

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Telenor Pakistan – Naming The Invisible By Digital Birth Registration

PR Lions

This category honours strategic and creative communication - work with storytelling at its core, which establishes, protects and enhances reputation and business. 1,725 entries were received and 67 Lions awarded: 11 gold, 21 silver and 33 bronze. Two Grands Prix were handed out, the first of which went to FCB Chicago/FCB New York for Contract for Change for AB Inbev, with the second award to The Bread Exam by McCann Paris for Spinneys and the Lebanese Breast Cancer Foundation. 

Speaking about The Bread Exam, PR Lions Jury President Gail Heimann, President & CEO of Weber Shandwick, said: “This one was a very simple, very elegant idea. It used its simplicity to break through, and did so in a way that was beautiful and intimate, but which also drove change”. 

For the full list of PR Lions winners, click here.

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Michelob Ultra – Contract For Change

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Spinneys Flour – The Bread Exam

Social & Influencer Lions

The Social & Influencer Lions celebrate creative social thinking and strategic influencer marketing solutions. From 1,726 entries received, 55 Lions were awarded: eight gold, 16 silver and 29 bronze. Two Grands Prix were presented, the first to R/GA San Francisco for Superb Owl for Reddit, Reddit's first-ever Super Bowl ad, and a second Grand Prix, and the campaign's second of the ceremony, was awarded to DAVID Madrid and DAVID Miami for Stevenage Challenge for Burger King.

Gold winners included Swipe Night from 72&Sunny LA for Tinder.

For the full list of Social & Influencer Lions winners, click here.

Reddit – Superb Owl

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Special Awards

Media Network of the Festival

1. PHD Worldwide

2. OMD Worldwide

3. Carat

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