Cannes Lions reveals entertainment and craft winners

In the Entertainment Lions category, which honours branded content that shapes culture, 20 Lions were awarded from 656 entries.

Adidas, Apple, Coinbase and Google were among the brands behind Grand Prix-winning work as Cannes Lions announced the winners of its Entertainment and Craft categories during the Festival’s second awards ceremony.

The awards recognised achievements across Entertainment, Gaming, Music, Sport, Design, Digital Craft, Film Craft and Industry Craft, highlighting work that combined creative excellence with cultural impact and audience engagement.

Entertainment winners recognised for cultural impact

In the Entertainment Lions category, which honours branded content that shapes culture, 20 Lions were awarded from 656 entries. The Grand Prix went to Original Forever for adidas by Johannes Leonardo and adidas, a campaign built around the brand’s long-standing connection with Oasis through official tour merchandise and fan-focused experiences.

Chris Beresford-Hill, Worldwide Chief Creative Officer, BBDO Worldwide: "Choosing a Grand Prix was difficult, but in the end one piece of work stood apart because it understood the moment perfectly. At a time when so many brands are trying to manufacture relevance, this was a reminder that the most powerful thing a brand can do is show up in the right moment, for the right community, with something worth caring about."

The Entertainment Lions for Gaming category received 216 entries, with the Grand Prix awarded to Copycats Welcome for Clash Royale by David, New York. The campaign encouraged players of rival imitation games to transfer their progress into the original title.

Lolly Thomson, Joint Global Chief Creative Officer, M+C Saatchi Group: "The Jury debated hard, but when we got there, we were unified. This year's Grand Prix did something radical— an amnesty. Instead of lengthy IP battles, it went after the millions playing knock-offs and said: we see you, come home, bring everything with you. Progress, hours, accrued wealth— all transferable, no quibbling. Re-establishing the original as the most generous version of itself— a masterclass in value exchange. When you do something like that, the community takes over. You don’t need to shout. They do it for you."

Two Grand Prix awarded in Music

The Entertainment Lions for Music category awarded two Grand Prix winners. One went to Original Forever for adidas, while the second recognised Rosalía Ft. Björk, Yves Tumor – Berghain by Canada and Rosalía.

Matt Murphy, Global Chief Creative Officer, 72andSunny: "This Award is about music driving the storytelling experience, where the brand endorses the artist, as much as the artist endorses the brand. We were looking for breakthrough collaborations between artists and culture. Ultimately, it came down to COMMITMENT. Going all in on an idea. We awarded two Grands Prix: adidas ‘Original Forever’, a fantastic integration of Brand, Band and Audience. It not only reignited nostalgia for older fans, it ushered in an era of new ones. Rosalina ‘Berghain’. Wow! Just wow! A feast for the eyes and ears, integrating classical and modern, fantasy and reality."

In Entertainment Lions for Sport, the Grand Prix was awarded to The Thousand Sponsors of Muni for Club Deportivo Municipal by McCann Lima. The initiative transformed football supporters into sponsors of the club, generating widespread public attention.

Shannon Washington, Chief Creative Officer and Managing Partner, 11 Ounces: "What got me about ‘The Thousand Sponsors of Muni’ is the sheer, simple ingenuity of it! Taking a club in crisis and turning that crisis into a thousand acts of belonging. The craft is exceptional, down to the math behind the pricing and the grid on the jersey itself. But what makes this Grand Prix-worthy for the room is what it says about sport: this is fandom doing the work that money used to do, and community deciding what the future of a club looks like. It’s a reminder that sport’s real power isn’t the sponsorship deal – it’s the people who refuse to let the thing they love disappear."

Apple and Google win Design and Digital Craft

The Design Grand Prix went to Apple TV Rebrand for Apple by TBWA\Media Arts Lab and Apple. The project was recognised for its visual identity and craftsmanship, reflecting the cinematic qualities of the platform’s content.

Greg Quinton, Chief Creative Officer, Design Bridge and Partners: "We awarded the Grand Prix because it’s gloriously human-made. It recaptures the drama of cinema and the sheer magic of light and sound. Frankly, at a time obsessed with tech threats, this is a beautiful rebellion. Had they not shown how it was crafted, the magic may have evaporated. Instead, you can genuinely feel the love poured into it. A brilliantly simple, soulful design with a proper beating heart and a glorious brand transformation."

In Digital Craft, the Grand Prix was awarded to Project Genie for Google. The project applies DeepMind’s Genie 3 model through a consumer-facing interface designed to demonstrate creative applications of the technology.

Andrés Ordóñez, Global Chief Creative Officer, McCann: "’Genie’ earned the Grand Prix because it perfectly embodies what Digital Craft should celebrate: not just where technology is today, but where creativity can take it next. The work gives us a glimpse of new creative possibilities, transforming a powerful tool into a platform for imagination. It reminds us that technology alone is never enough. The real breakthrough happens when creativity unlocks what technology can become."

Coinbase and De’Longhi earn Craft honours

The Film Craft Grand Prix went to Your Way Out for Coinbase by Isle of Any. The film uses video game-inspired visuals to challenge perceptions of the financial system and was recognised for its direction and execution.

Pip Smart, Executive Producer and Partner, Revolver: "‘Your Way Out' was the film that organically rose to the top as we worked through the judging process. Whilst a few of the Jurors may have their hearts in other places to begin with, eventually it was hard to argue for any other piece for the Grand Prix. Ultimately, it was awarded a Grand Prix for direction primarily because the depth and originality of the craft was undeniable."

The Industry Craft Grand Prix was awarded to Tiny Coffee Shops for De’Longhi by LOLA Madrid. The campaign transformed coffee machines into miniature cafés designed to encourage consumers to reconsider the home coffee experience.

Rafael Gil, Chief Creative Officer, Artplan: "‘Tiny Coffee Shop’ reconnects us with something rare: the ability to feel like children again. Every detail was crafted with extraordinary care, turning tiny decisions into giant emotions. Throughout the judging, this work consistently stood out. And in the final moment, when the lights of the tiny coffee shop turned on, something else lit up as well: our conviction that this was the perfect symbol of what Craft can be. And that is exactly the role of a Grand Prix: to be the symbol of a category today, and an inspiration for the industry tomorrow."

During the ceremony, the Cannes LionHeart Award was presented to Oprah Winfrey in recognition of her contribution as a media leader, producer, philanthropist and actress.

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