The 73rd Cannes Lions International Festival of Creativity has announced its first set of winners, recognising standout work 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.
Among the highlights was the presentation of the inaugural Creative Brand Lion Grand Prix to AB InBev, which was also named Cannes Lions Creative Marketer of the Year 2026.
Commenting on the 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.”
Audio & Radio Lions
The Audio & Radio Lions received 513 entries and awarded 15 Lions, including two Golds. The Grand Prix went to ‘Coquí Alarmed’ for Hyundai Puerto Rico by BBDO Puerto Rico, Guaynabo. The campaign replaced the standard factory lock sound in partner rental vehicles with the call of the coquí frog, a cultural symbol of Puerto Rico.
Oriel Davis-Lyons, Chief Creative Officer, Mother New York and 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.”
Creative Brand Lions
A new category introduced in 2026, the Creative Brand Lions recognise brands that build systems and capabilities enabling creativity at scale. Out of 73 entries, only two awards were presented, including the Grand Prix for ‘AB InBev: Creativity at Scale’.
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.”
Creative B2B Lions
The Creative B2B category received 355 entries and awarded 11 Lions. The Grand Prix was awarded to ‘The Faroe Islands Space Program’ for SKF by NORD Stockholm.
Ty Heath, Global Director, Thought Leadership, GTM Strategy and 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.”
Health & Wellness Lions
The Health & Wellness Lions attracted 889 entries and awarded 31 Lions. The Grand Prix went to ‘The Periodic Fable’ for The Ordinary by SMUGGLER London and Uncommon Creative Studio London.
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.
Outdoor Lions
The Outdoor Lions category received 1,410 entries and awarded 40 Lions. The Grand Prix went to ‘Field Barcode’ for Mercado Livre by GUT São Paulo. The campaign transformed Brazil’s Pacaembu stadium pitch into a giant scannable barcode, enabling real-time interaction with the brand.
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.”
Pharma Lions
The Pharma Lions received 236 entries and awarded seven Lions. The Grand Prix went to ‘Relax Your Tight End’ for Novartis by Fallon Minneapolis. The campaign tackled the stigma surrounding prostate cancer screening through a high-profile Super Bowl activation.
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.”
Print & Publishing Lions
The Print & Publishing Lions attracted 418 entries and awarded 13 Lions. The Grand Prix was awarded to ‘Look Familiar?’ for Heinz Ketchup by Rethink Toronto.
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.”
Special Awards
The Healthcare Network of the Year rankings were led by Klick Health, followed by Ogilvy Health and Real Chemistry.
In the Healthcare Agency of the Year rankings, Klick Health Toronto secured the top position, ahead of Ogilvy Health New York and 21GRAMS New York.
The Festival also honoured Eddy Cue, Senior Vice President of Services and Health at Apple, with the Entertainment Person of the Year 2026 award.
The Cannes Lions Festival continues throughout the week, with additional category winners and special awards set to be announced in the coming days.
