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The platform will roll out across stadiums, neighbourhood activations, watch parties and retail experiences, highlighting the ways fans engage with the sport during matchdays and beyond.

The system brings creator campaign management into a single workflow, covering sourcing, outreach, approvals, publishing and performance tracking.

The Grand Jury will meet in New York this month to review shortlisted work and select the winning entry. The award recognises marketing that demonstrates measurable business impact alongside strategic thinking and creative execution.

The initiative features affirmations and reflections from creators across social media platforms including Instagram, TikTok and YouTube.

The campaign is built around research commissioned by Starbucks Chilled Coffee, which found that 88 percent of Gen Z and young millennials across Spain, the UK and Germany hold back at least one part of themselves to fit in.

Created with independent creative agency L&C, the campaign promotes Turo Monthly through a film that explores how changing life circumstances can influence driving needs.

The award honours marketers that demonstrate a consistent record of Lion-winning work. AB InBev secured 37 Lions at the previous festival, reflecting the scale of its creative output across global markets.

The campaign connects this message to major cultural moments, with a particular focus on football and the upcoming global tournament in 2026, positioning Samsung TVs as the preferred screen for high-stakes viewing.

The work places the brand’s Cotswolds origins at the centre of its identity while promoting its range of cordials and pressés.

The campaign debuted at the Kentucky Derby and builds on momentum from the company’s previous brand platform, reinforcing its focus on heritage and product credibility.

The campaign introduces a new phase for the brand, combining influencer-led storytelling with product innovation to reinforce its positioning around taste, ingredients, and everyday convenience.

The campaign combines updated branding with a series of digital films and curated product collections, designed to highlight the connection between the brand’s jelly bean flavours and their real-world inspirations.

The initiative centres on encouraging mothers to express their own needs and prioritise self-care, positioning this shift as an essential part of the parenting experience rather than an afterthought.

The integrated effort highlights how electric vehicles can fit into daily routines, as the brand looks to engage drivers considering a shift to electric mobility.

The creative platform, titled Let’s Be Real, focuses on small, intentional moments between friends, demonstrating how simple gestures can help reduce feelings of isolation.