Mumbai: The 73rd edition of the Cannes Lions International Festival of Creativity has announced its first set of winners across the Audio & Radio, Creative Brand, Creative B2B, Health & Wellness, Lions Health and United Nations Foundation Grand Prix for Good, Outdoor, Pharma and Print & Publishing categories, celebrating creative excellence that continues to shape business growth, culture and society.
This year’s awards recognised breakthrough ideas from across the world, while also marking the debut of the Creative Brand Lions category. AB InBev, named Cannes Lions Creative Marketer of the Year 2026, secured the inaugural Creative Brand Lion Grand Prix.
Commenting on the first winners, Simon Cook, CEO, LIONS, said, “The body of winning work selected by our Jurors clearly demonstrates creativity as a growth driver for people, business and society, setting the global creative benchmark. Thank you to all our Jurors for your commitment, generosity of time, and depth of expertise in establishing the work that is raising the creative bar.”
In the Audio & Radio Lions category, which received 513 entries, 15 Lions were awarded including two Golds. The Grand Prix was awarded to ‘Coquí Alarmed’ for Hyundai Puerto Rico by BBDO Puerto Rico, a campaign that replaced standard vehicle lock sounds in rental cars with the iconic call of Puerto Rico’s coquí frog, creating a culturally resonant consumer experience.
Oriel Davis-Lyons, Chief Creative Officer, Mother New York and Audio & Radio Jury President, said, “‘Coquí Alarmed’ stood apart because it made the Jury think about our own category in a new way. Though it was rooted in a hyper-local insight, its execution and impact were universally admired. It shows that even in a ‘Classic’ category like Audio & Radio, it’s still possible to push the definition to exciting new limits whilst delivering serious business impact.”
The newly introduced Creative Brand Lions category recognised brands embedding creativity into long-term organisational growth. The Grand Prix went to ‘AB InBev: Creativity at Scale’, showcasing how creativity can become a repeatable capability across brands and markets.
Marcel Marcondes, Global Chief Marketing Officer, AB InBev and Jury President, said, “This Lion is unique because it evaluates the inputs – the capabilities and processes – behind the creative work that drives results. Not just across one campaign or quarter, but across years, brands, and geographies. With no Gold, Silver or Bronze awarded, we treated those shortlisted as if they were winners, and the Grand Prix selected by the Jury best delivered on the category definition.”
In Creative B2B Lions, ‘The Faroe Islands Space Program’ for SKF by NORD Stockholm took the Grand Prix for transforming industrial communications into a broader sustainability conversation.
Ty Heath, Global Director, Thought Leadership, GTM Strategy and Creative B2B Jury President, said, “SKF, a global leader in industrial bearings and friction reduction, rejected the rational specs playbook entirely. Instead, they did something awe-inspiring: an actual space program, built to bring their belief in frictionless work to life. Unmissable, unforgettable, and very distinctive. This is creative bravery in B2B. SKF proved that creative bravery in a commodity category delivers real business results.”
The Health & Wellness Lions category awarded its Grand Prix to ‘The Periodic Fable’ for The Ordinary by SMUGGLER and Uncommon Creative Studio, which challenged beauty industry narratives by reimagining marketing language through a periodic table-inspired approach.
Kainaz Karmakar, Chief Creative Officer, Ogilvy India and Jury President, said, “It’s an outstanding commentary on how the obsession with skin trends is getting more out of control every day. When health, creativity, craft and culture intersect in the best way possible, work like this is born. This piece was more than deserving. It was undeniable.”
The Lions Health and United Nations Foundation Grand Prix for Good was awarded to ‘Vehicle of Hope’ for Caritas by Differ Stockholm.
In Outdoor Lions, which received the highest volume of entries at 1,410, the Grand Prix went to ‘Field Barcode’ for Mercado Livre by GUT São Paulo, transforming Brazil’s Pacaembu stadium pitch into an interactive, scannable experience.
Aaron Starkman, Global Chief Creative Officer, Rethink Global and Jury President, said, “Awarding ‘Field Barcode’ the Grand Prix was pure joy. Before the Jury even met in Cannes, I saw a soccer pitch reimagined as a giant barcode and fell in love with it. That same reaction was what I hoped the Jury would share. Outdoor is about being seen in the real world, not online. It’s a physical experience that stops you in your tracks, proving the world’s oldest medium is still our most surprising way to connect.”
In Pharma Lions, ‘Relax Your Tight End’ for Novartis by Fallon Minneapolis won the Grand Prix for addressing prostate cancer screening through a bold and culturally relevant campaign.
Tracey Brader, Chief Strategy and Innovation Officer, Omnicom Health and Jury President, said, “What makes work Grand Prix? When the whole is more than the sum of great individual parts. And this work ticked all the boxes. Based on a relatable human truth. Appropriate to the audience. Deploying celebrity authentically. Integrated from the Super Bowl to Social to PR. Bold. Humorous. All while addressing a genuine issue.”
The Print & Publishing Lions Grand Prix was awarded to ‘Look Familiar?’ for Heinz Ketchup by Rethink Toronto, recognising a campaign that demonstrated the enduring strength of brand identity.
Jessica Apellaniz, Chief Creative Officer, Wieden+Kennedy Mexico and Jury President, said, “The Grand Prix had to be Heinz. What we rewarded wasn’t the absence of the product. We rewarded the presence of the brand. The campaign trusted the audience, trusted years of consistency, and trusted that a brand built over time could do the work. Its simplicity wasn’t an executional choice – it was proof of extraordinary confidence. In a year obsessed with adding more, the best work had the confidence to remove.”
Among the Special Awards announced, Klick Health was named Healthcare Network of the Year, followed by Ogilvy Health and Real Chemistry. Klick Health Toronto also secured Healthcare Agency of the Year honours.
The Festival also presented the Entertainment Person of the Year 2026 award to Eddy Cue, recognising his contribution to entertainment and innovation.
The Cannes Lions Festival continues through the week with additional category winners and special recognitions set to be announced.
