Bonjour and welcome to NRG’s round-up of the Cannes Lions 2024 Grand Prix winners. The crème de la crème of advertising and marketing descended upon the French Riviera for the 70th annual Festival of Creativity, we’re excited to bring you all the big wins. From sports to entertainment to design, the coveted Lions celebrate the most brilliant creative work from all around the world and the teams who make magic happen.
If your unsure where a Cannes Lions Award ranks, well it’s a little more prestigious than a Gold Logie! It’s more like getting an Oscar for advertising effectiveness. Here’s our favourites…
GRAND PRIX WINNER
Entertainment Lions for Sport
Marcel, Paris for Orange ‘WoMen’s Football’
The Entertainment Lions for Sport Grand Prix went to ‘WoMen’s Football’ for Orange by Marcel, Paris, France. Orange’s clever bait-and-switch campaign showcased what first appears to be the skill of the national men’s French football team but is then revealed to be the prowess of the women’s national side disguised as the men through deep fake technology.
GRAND PRIX WINNER
Creative Effectiveness Lions
Rethink, Toronto for Heinz Ketchup ‘It Has To Be Heinz’
Honouring the measurable impact of creative work, the Creative Effectiveness Lions received 306 entries and the Jury awarded 15 Lions: two Gold, five Silver and seven Bronze. The Creative Effectiveness Grand Prix went to ‘It Has To Be Heinz’ for Heinz Ketchup by Rethink, Toronto, Canada.
GRAND PRIX WINNER
Social & Influencer Lions
Ogilvy PR, New York for Cerave ‘Michael Cerave’
From 1769 entries received in the Social & Influencer Lions, 56 Lions were awarded: 9 Gold, 18 Silver, 28 Bronze and the Grand Prix was presented to ‘Michael Cerave’ for Cerave by Ogilvy PR, New York. The skincare brand created a faux-hoax conspiracy that the founder of its company was the actor and celebrity Michael Cera, seeding a four-week social media and influencer campaign that led up to the 2024 Super Bowl before revealing the stunt to the curious masses.
GRAND PRIX WINNER
Direct Lions
McCann, London for Bob ‘The Everyday Tactician’’
The Direct Lions, celebrating targeted and response-driven creativity, received 2025 entries and 62 Lions were awarded: 10 Gold, 20 Silver, 31 Bronze and the Grand Prix went to ‘The Everyday Tactician’ for Xbox Games Pass by McCann London, UK – the campaign’s second Grand Prix so far this year. The brand listed a new tactician job posting for a professional UK football club that could only be applied for through its newly launched Football Manager 2024 game, creating a documentary that followed the new hire transferring his digital expertise over to a real-world football team.
GRAND PRIX WINNER
PR Lions
Golin, London for Specsavers ‘The Misheard Version’
The PR Lions, which honour strategic and creative communication – work with storytelling at its core, which establishes, protects and enhances reputation and business, awarded 50 Lions from 1528 entries: eight Gold, 16 Silver, 25 Bronze and the Grand Prix went to ‘The Misheard Version’ for Specsavers by Golin, London, UK. The healthcare specialists in vision and hearing employed UK pop singer Rick Astley to covertly re-record the lyrics to his hit single Never Gonna Give You Up to convince people to sign up for a free hearing test.
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