Cannes Lions Gold Winner Analysis Part 7 (Experience & Good)

Experience And Good 

Brand Experience and Activation

Campaign: Drops of Hope

• Brand: Poise (Kimberly-Clark)
  Agency: FCB New York

What Happened

• To address the lack of healthcare access for women in U.S. “health deserts,” Poise explored using dried urine from incontinence pads to test for perimenopause and menopause indicators. The campaign launched with a 2-minute film, “Welcome to America’s Health Deserts,” supported by social and influencer content, spotlighting the struggles of underserved women and proposing a bold, science-backed solution.

Why It Worked

• Addressed a Critical Issue: Tackled healthcare inaccessibility and stigma around women’s health.
• Innovative Solution: Reimagined a stigmatized product as a tool for medical empowerment.
• Creative Bravery: Transformed incontinence pads into symbols of hope.
• Emotional Storytelling: Built empathy through authentic, documentary-style content.

What Can Be Learned

• Brands Can Be Agents of Change: Real-world impact can come from unexpected product applications.
• Empathy Fuels Innovation: Deep understanding of consumer pain points drives meaningful solutions.
• Purpose-Driven Creativity Works: Bold ideas that challenge norms can spark real change.
• Storytelling Builds Connection: Authentic narratives amplify purpose and deepen engagement.

Awards & Video

• Awards: 8 Cannes Lions 2025 (2 Gold, 4 Silver, 2 Bronze), including Gold in Brand Experience & Activation, Silver in Creative Data, and PR.
• Video: YouTube Campaign Video

Campaign: Lessons of Shame

Brand: World Vision Costa Rica
Agency: Havas Costa Rica

What Happened

To protest potential education budget cuts, students staged a symbolic classroom inside Costa Rica’s Legislative Assembly during a live session on March 4, 2025. The stunt was filmed and used in a campaign video claiming it helped stop the cuts and led to a $73 million funding increase. However, these claims were later scrutinized for lack of verification.

Why It Worked (Original Claims)

• Political Impact: Allegedly influenced lawmakers to halt proposed education cuts.
• Funding Increase: Claimed to inspire a $73 million boost in education funding.
• Political Influence: Said to have prompted presidential candidates to address education reform.

What Can Be Learned (Post-Scrutiny)

• Need for Verifiable Claims: Impact claims must be backed by solid evidence.
• Importance of Accuracy: Scrutiny led Cannes Lions to strengthen its Code of Conduct and introduce an Integrity Council.
• Ethical Storytelling: Especially in non-profit work, credibility depends on truthful, substantiated narratives.

Awards & Video

• Awards: Gold and Silver in Brand Experience & Activation at Cannes Lions 2025. Also recognized in Guerrilla Marketing & Stunts and Use of Events & Stunts.
• Video: YouTube Video

Campaigns

Campaign: The Kimberly Price

• Brand: Plaza Vea
  Agency: Fahrenheit DDB, Lima, Peru

What Happened

To support Olympic racewalker Kimberly García, Plaza Vea launched a campaign where select high-value products (TVs, smartphones, refrigerators) were sold at prices matching her bib number. To access these deals, customers had to wake up at 2:20 a.m. (Peruvian time) and watch her race live during Paris 2024. The campaign launched in August 2024.

Why It Worked

• Gamified Engagement: Watching the race became a game with real rewards.
• Cultural Relevance and Pride: Celebrated a national athlete, sparking media and social buzz.
• Leveraging Brand Positioning: Reinforced Plaza Vea’s support for strong women and low prices.
• Real-time Interaction: Live product reveals kept viewers engaged throughout the race.

What Can Be Learned

• Creative Incentives Drive Behavior: Smart rewards can motivate even inconvenient actions.
• Align with Cultural Moments: Tapping into national pride creates authentic resonance.
• Turn Disadvantages into Opportunities: Late-night timing became a unique brand moment.
• Beyond Endorsements: Deep integration of sponsorships creates richer experiences.

Awards & Video

• Awards: Shortlisted at Cannes Lions 2025 (Direct, Entertainment Lions for Sport); won 1 Gold and 2 Silver Lions.
• Video: A campaign video is available on YouTube.

Campaign: Winter Takes On Colors

Brand: McDonald's Polska
Agency: DDB Warsaw

What Happened

To combat the gloom of long Polish winters and promote the seasonal Drwala Burger, McDonald’s turned one of its restaurants into a giant, interactive coloring book. Thousands participated in-person and online, coloring the space in real time. The entire campaign adopted the visual style of coloring books to bring joy and color to a grey season.

Why It Worked

• Tapped into a Cultural Insight: Addressed the emotional toll of Poland’s grey winters.
• Unique & Engaging Experience: A physical restaurant became a playful, participatory art space.
• Positive Association: Linked the Drwala Burger with joy and color.
• Generated Buzz: High participation and visual appeal led to record-breaking sales and attention.

What Can Be Learned

• Harness Local Insights: Addressing real, local challenges creates relevance.
• Interactive Experiences Drive Engagement: Immersive campaigns deepen brand connection.
• Gamification & Playfulness: Playful elements boost enjoyment and participation.
• Integrate Brand & Experience: The joyful message of the burger was reflected in the interactive coloring concept.

Awards & Video

• Awards: Won 1 Gold (Brand Experience & Activation), 1 Silver (Ambient Outdoor), 2 Bronze (Industry Craft, Design) at Cannes Lions 2025. Also shortlisted in 9 categories and won a Silver Pencil at The One Show.
• Video: A case study video is available on YouTube.

Campaign: Fictional Insurance

Brand: RCN/Prime & Seguros del Estado
Agency: DDB Colombia, Bogotá

What Happened

To make insurance more relatable, RCN Prime and Seguros del Estado integrated it into a crime show. Viewers could “insure” fictional characters by predicting how they might die. Correct predictions earned real payouts, turning a complex topic into an engaging, interactive experience.

Why It Worked

• Engaging Context: Used a popular crime show to simplify a complex topic.
• Interactive Engagement: Viewers actively participated by insuring characters.
• Demonstrated Value: Real payouts illustrated the benefit of insurance.
• Branded Entertainment: Blended storytelling with product demonstration seamlessly.

What Can Be Learned

• Make Complex Topics Engaging: Creative storytelling can simplify difficult subjects.
• Integrate, Don’t Just Insert: Deep brand integration is more impactful than ads.
• Gamify for Participation: Game mechanics boost engagement and understanding.
• Show, Don’t Just Tell: Letting audiences experience a product’s value is powerful.

Awards & Video

• Awards: Won 2 Gold (Brand Experience & Activation, Media) and 1 Silver at Cannes Lions 2025. Also shortlisted in 6 categories.
• Video: A case study video is available on produ.

Campaign: Ads Cover Rents

Brand: Brahma (Brazil)
Agency: Africa Creative DDB, São Paulo

What Happened

During Carnival 2025, Brahma tackled high rental costs and ad clutter by partnering with Airbnb hosts. Tourists received rent discounts in exchange for displaying Brahma-branded banners on their balconies, turning thousands of apartments into vibrant ad spaces across five cities. Each banner was customized to fit local regulations and architecture.

Why It Worked

• Solves a Real Problem: Helped tourists afford Carnival stays.
• Innovative Media Use: Transformed homes into high-impact ad spaces.
• Authentic Integration: Embedded the brand into the Carnival experience.
• High Impact & Reach: Delivered 42% more media impact than traditional OOH ads.

What Can Be Learned

• Create Value Beyond Advertising: Solve real problems to build brand love.
• Reimagine Traditional Media: Everyday spaces can become powerful media.
• Harness Cultural Moments: Deep cultural integration boosts resonance.
• Think Local, Act Big: Hyperlocal ideas can scale with creativity.

Awards & Video

• Awards: Won 1 Gold and 2 Silver Cannes Lions 2025 in Brand Experience & Activation, Media, and Guerrilla Marketing & Stunts.
• Video: A case study video titled "Brahma Ads Cover Rents (case study)" is available on YouTube. Another video related to the campaign, "Ads Cover Rent - Brahma Beer, Africa Creative DDB/São Paulo," is also available on YouTube.

Creative Commerce

Campaign: Recipe for Growth

Brand: iFood
Agency: DM9, São Paulo

What Happened

To help small restaurants in São Paulo overcome high failure rates, iFood launched Recipe for Growth—a digital tool integrated into its platform. It acts as a business mentor, guiding restaurant owners on investments, ingredient sourcing, staffing, and promotions, helping them grow sustainably.

Why It Worked

• Solves a Real Business Problem: Tackled the lack of business knowledge among small restaurant owners.
• Benefits Beyond the Brand: Helped partners improve operations and reduce waste.
• Data-Driven Solution: Offered personalized, actionable insights.
• Platform Integration: Built directly into the iFood app for easy access.
• Mutual Growth: Boosted both restaurant success and iFood’s order volume.
• Demonstrated Effectiveness: Users of the tool saw significantly higher sales.

What Can Be Learned

• Brands Can Empower Partners: Support tools build loyalty and long-term success.
• Purpose-Driven Tools Drive Growth: Solving real problems drives platform and partner growth.
• Data for Good: Smart use of data can deliver real-world impact.
• Creative Commerce is More Than Transactions: Enabling ecosystem success deepens engagement.

Awards & Video

• Awards: Won a Gold Lion in Creative Commerce at Cannes Lions 2025. Also received 4 Lions total and shortlists in Creative Data and Creative B2B.
• Video: A case study video for "Recipe for Growth" by iFood and DM9 São Paulo is available on YouTube.

Campaign: Sad Kama-Chan

Brand: Bar B Q Plaza (Thailand)
Agency: Grey Thailand

What Happened

Facing a 10% sales drop, Bar B Q Plaza transformed its iconic smiling mascot, Kama-Chan, into a sad version—Sad Kama-Chan. This emotional twist was featured in a special meal set and quickly went viral. The brand promised to restore Kama-Chan’s smile once sales targets were met, turning customers into active participants in the brand’s recovery.

Why It Worked

• Emotional Marketing & Character-Driven Storytelling: Used a beloved mascot to create a relatable, emotional narrative.
• Viral Content & Social Media Engagement: Sad Kama-Chan sparked massive online buzz—230K+ reactions on day one.
• Call to Action & Gamification: Customers were motivated to “make Kama-Chan happy again” by dining at the restaurant.
• Reigniting Brand Love: Reconnected emotionally with customers and reignited loyalty.

What Can Be Learned

• Boldness and Empathy Pay Off: Changing a beloved brand icon can be powerful when rooted in emotional insight.
• Emotion Drives Engagement: Even sadness can spark meaningful conversations and action.
• Leverage Existing Brand Equity: Reimagining familiar assets can refresh brand interest.
• User-Generated Content is Powerful: Designed for sharing, the campaign amplified reach organically.

Awards & Video

• Awards: Won 1 Gold (Creative Commerce), 1 Silver (Direct), and 1 Bronze (Design) at Cannes Lions 2025. Also won the Grand Prix at ADFEST 2025 and a Gold ANDY Award.
• Video: A case study video for "Sad Kama-Chan" is available on YouTube.

Luxury

Campaign: Late Checkout: A Ritz-Carlton Story

Brand: The Ritz-Carlton
Collaborators/Agency: Late Checkout (Fashion), Little Spain (Production)

What Happened

To connect with a younger luxury audience, The Ritz-Carlton partnered with fashion house Late Checkout to launch a capsule collection inspired by hotel stays. A 4-minute short film starring Josh Hutcherson showcased the brand’s values through a humorous family story set at The Ritz-Carlton, Hong Kong. The campaign also included a multi-platform social media push and influencer event in NYC. The collection sold out quickly, driving major traffic to the brand’s retail site.

Why It Worked

• Strategic Brand Partnership: Collaborated with a culturally relevant fashion brand to reach new audiences.
• Entertainment-Driven Approach: Used a cinematic short film to tell a compelling, shareable story.
• Integration of Product and Story: Fashion items were woven into the film and promoted across social platforms.
• Focus on Brand Values: Communicated “Leaving Better” through storytelling, not traditional ads.

What Can Be Learned

• Collaborate Authentically: Align partnerships with brand goals and audience interests.
• Embrace Branded Entertainment: Narrative content can elevate brand perception and engagement.
• Connect Lifestyle and Luxury: Fashion and entertainment can expand a luxury brand’s cultural relevance.
• Storytelling Builds Loyalty: Emotional, immersive stories foster deeper brand connections.

Awards & Video

• Awards: Gold Lion in Luxury at Cannes Lions 2025 (selected from 181 entries), Gold Honor in Long Form Video, Silver Honor in Brand Partnership at The Shorty Awards, and more.
• Video: The full short film, "Late Checkout: A Ritz-Carlton Story," is available on YouTube Campaign Video.

Good

Glass: The Lion For Change

Campaign: HERALBONY

Brand/Company: HERALBONY Co., Ltd. (Japan)

What Happened

Founded by twin brothers Takaya and Fumito Matsuda, HERALBONY partners with artists who have intellectual disabilities—like their brother Shota—to license and showcase their artwork across fashion, interiors, and digital design. Their mission: to challenge societal prejudice and create a more inclusive world through creativity. The company collaborates with major brands like LVMH and JAL, and ensures artists are paid fair royalties as equal business partners.

Why It Worked

• Authentic Origin Story & Purpose: Rooted in personal experience, the brand’s mission is deeply emotional and credible.
• Celebrating Talent, Not Disability: Artists are treated as professionals, not charity recipients.
• Innovative Business Model: Licensing art for commercial use creates sustainable income and visibility.
• Driving Social Change Through Commerce: HERALBONY uses creativity to shift perceptions and promote inclusion.

What Can Be Learned

• Purpose-Driven Brands Resonate Deeply: Authentic missions build strong emotional connections.
• Challenge Perceptions Through Action: Real change comes from demonstrating new, inclusive models.
• Collaboration Multiplies Impact: Strategic partnerships expand reach and amplify social impact.
• Value Uniqueness & Embrace Diversity: Celebrating neurodivergent creativity enriches society and innovation.

Awards & Video

• Awards:
  • LVMH Innovation Award 2024 (Employee Experience, Diversity & Inclusion) – first Japanese winner.
  • Gold Lion in Glass: The Lion for Change at Cannes Lions 2025.
  • HERALBONY Art Prize 2025 – Grand Prize awarded to Evelyne Postic.
• Video: A case study video is available on AdForum.

Campaign: Research My Body (#PesquiseMeuCorpo)

Brand: Grupo Boticário
Agency: GUT, São Paulo

What Happened

On International Women’s Day 2025, Grupo Boticário launched its largest brand movement to date, spotlighting a critical paradox: while women’s bodies are heavily scrutinized by society, they remain under-researched in science. The campaign introduced the Women’s Research Center, a hub dedicated to funding and promoting scientific studies focused on women’s health across all life stages. A powerful film and the hashtag #PesquiseMeuCorpo anchored the campaign.

Why It Worked

• Powerful Cultural Insight: Highlighted the gap between societal control and scientific neglect of women’s bodies.
• Purpose-Driven Innovation: Created a real-world solution through the Women’s Research Center.
• Strategic Messaging: The tagline and film sparked urgent, widespread conversation.
• Strong Brand Alignment: Reinforced Grupo Boticário’s role as a champion of women’s care and well-being.

What Can Be Learned

• Identify and Address Core Needs: Tackle systemic issues that directly affect your audience.
• Tangible Action Over Mere Messaging: Real initiatives build credibility and long-term impact.
• Empowerment Through Information: Supporting research empowers women with knowledge.
• Sparking Urgent Conversations: Boldly addressing societal contradictions can drive change.

Awards

• Awards: Gold Lion at Cannes Lions 2025 in the Sustainable Development Goals category (Good Health and Well-being).

Campaign: Sounds Right

Brand/Client: Museum for the United Nations – UN Live
Partners: Spotify, AKQA, EarthPercent, and others
Agency: AKQA

What Happened

Launched on Earth Day 2024, Sounds Right is a global initiative that registered NATURE as an official artist on streaming platforms like Spotify. By featuring natural soundscapes (e.g., birdsong, ocean waves) in music tracks and crediting NATURE, royalties are generated with every stream. These funds are directed to biodiversity conservation efforts, managed by EarthPercent and guided by a UN-backed panel. The campaign debuted with a curated “Feat. NATURE” playlist featuring artists like Hozier, Ellie Goulding, and V of BTS.

Why It Worked

• Innovative Funding Model: Turned music streaming into a tool for environmental funding.
• Redefined Value: Recognized nature as a creative contributor deserving of royalties.
• Cultural Engagement: Merged environmentalism with pop culture and global music.
• Tangible Impact: Streaming royalties directly support conservation projects.

What Can Be Learned

• Hack Existing Behavior: Embed change into everyday habits like listening to music.
• Value the Non-Human: Creative recognition of nature can unlock new funding models.
• Leverage Platform Scale: Partnering with platforms like Spotify ensures global reach.
• Culture Drives Conservation: Music and storytelling can mobilize mass action for the planet.

Awards & Video

• Awards:
  • Grand Prix for Innovation at Cannes Lions 2025
  • Bronze Lions for Creative Strategy and Corporate Purpose & Social Responsibility
  • Two Golds at Clio Music Awards (Innovation, Social Good)
• Video: A case study video for "Sounds Right" is available YouTube.

Campaign: Minefield Honey: Harvesting Hope

Brand/Client: Kernel (Agribusiness), Ministry of Foreign Affairs of Ukraine
Agency: Saatchi & Saatchi Ukraine, Kyiv

What Happened

Amid the war in Ukraine, 160,000 km² of land became contaminated with landmines, threatening agriculture and bee populations. This campaign introduced a world-first solution: using bees equipped with micro-sensors to detect TNT and map minefields. Bees’ natural behavior helped identify dangerous zones, accelerating demining efforts and symbolizing hope for land restoration and food security.

Why It Worked

• Innovative Problem-Solving: Used bees as a novel, nature-based solution to a deadly issue.
• Sustainable and Humane: Offered a safer, cost-effective alternative to traditional demining.
• Symbolic Power: Honey became a metaphor for healing and renewal in war-torn areas.
• Global Relevance: The concept has potential applications in post-conflict zones worldwide.

What Can Be Learned

• Rethink Problem-Solving: Nature and technology can combine to solve complex challenges.
• Innovation for Social Good: Scientific creativity can drive humanitarian impact.
• Nature as a Partner: Natural intelligence offers sustainable solutions to human-made crises.
• Hope as a Campaign Driver: Even in conflict, campaigns can inspire through tangible solutions.

Awards & Video

• Awards:
  • Grand Prix in Creative B2B at Cannes Lions 2025
  • Gold Lion in Creative Business Transformation
  • Multiple Lions in Titanium, Innovation, and Glass: The Lion for Change categories
• Video: YouTube Video