In a similar fashion to last year, Evan Rosenthal, Setup’s Manager of Strategic Partnerships, gathered a small number of the winners of 2024’s Cannes awards into a list. 

Here are some of his favorites in no particular order. 

Fair warning that this list includes very loose criteria. Campaigns are included because the advertisements are touching on a particularly meaningful topic that were effective and interesting. Advertisements are one of the best examples of “beauty is in the eye of the beholder,” so this list, like most things, is subjective.

#1 Ad Campaign | Audio & Radio Lions / PR Lions 

Specsavers: The Misheard Version; Agency: Golin, London

Being a millennial, Rick Astley’s most popular hit has long been a part of my culture. Seeing it used in a way that calls attention to hearing loss is a perfect way to mix pop culture and awareness building.

What’s the marketing lesson here? Using nostalgia and familiarity to hook people, and then using that attention to make an impactful statement.

#2 Ad Campaign | Brand Experience & Activation Lions

Pop-Tarts: The First Edible Mascot; Agency: Weber Shandwick, New York

This one had to make my list. I could have told you just a day after the activation that this was winning an award at Cannes Lions. This spectacle was talked about for weeks afterwards, especially because of the creepy pictures of the lifeless eyes on the board after the mascot was eaten. This is the epitome of an activation that was built to go viral.

What’s the marketing lesson here? Make a bold choice. Give people something to talk about. The shock factor can work. 

#3 Ad Campaign | Creative Data Lions

Mastercard: Room for Everyone; Agency: McCann Poland

This advertisement is a testament to the skills of a legendary Agency like McCann. It is not at all easy to reframe the use of data in a positive, not creepy way. We can debate over whether that is a good thing in the long run, but I was impressed with how this ad made me feel towards Mastercard.

What’s the marketing lesson here? Make people think. Take into the account what consumers think of you, the good and the bad, and reframe it. 

#4 Ad Campaign | Creative Effectiveness Lions

Heinz: It has to be Heinz; Agency: Rethink Toronto

Anyone who enjoys ketchup regularly knows that there is a reason Heinz has such a large portion of the market. It is blatantly obvious when a restaurant is not serving the iconic Brand’s ketchup, and Heinz knows it. Using humor, Heinz blows this out of proportion, pointing out that consumers want Heinz, and that Heinz’s popularity causes restaurants to refill Heinz bottles with alternative products to assuage the less-observant ketchup enjoyers. 

For the die hard fans however, this campaign strikes right to their core.

What’s the marketing lesson here? Humor plays a huge part of this ad. Heinz takes something that may not seem like a big deal, and makes it their whole campaign. Make things matter. Be funny, be direct, be big. 

#5 Ad Campaign | Entertainment Lions

WhatsApp: We Are Ayenda; Agency: Creative X, Palo Alto & Modern Arts, Los Angeles

In a world where we often take connectivity for granted, WhatsApp's campaign shows just how crucial communication can be in a crisis. The ad tells the gripping and emotional story of how WhatsApp's encrypted messaging helped the Afghan Girls National Football Team plan and execute a daring escape when the Taliban took control. It captures the initial shock and fear, the girls' incredible resilience, and the determination to keep playing football despite the risks, blending personal stories with themes of hope, courage, and the pursuit of freedom.

What’s the marketing lesson here? Storytelling is key and approachable. If your product can make an impact and improve lives, tell that story.

#6 Ad Campaign | Entertainment Lions for Sport / Film Lions

Orange: WoMen’s Football; Agency: Marcel, Paris

I mentioned above that this list is not in any particular order because this ad is probably my favorite. This clever ad plays off of the viewers’ biases towards gender by emphasizing it in sports. When the facade is removed, it leaves the viewer with no choice but to feel the same thrill they have while watching men when they are watching women. 

What’s the marketing lesson here? Make a bold statement. Those who agree will double down on their support for your Brand. If that’s what you believe, stick to it and the right audience for you will follow. 

#7 Ad Campaign | Film Craft Lions

Hornbach: The Square Meter; Agency: Heimat; TBWA, Berlin

This is an interesting ad because I really liked the visuals, but I had a hard time finding the takeaway it wanted the viewer to see. Even after viewing, I had little to no understanding of the company itself or what they do. It’s an interesting dichotomy of beautiful set design and cinematography, set against an unclear service or product offering. 

What’s the marketing lesson here? Think about the message you want to leave the viewer with. Is it more exposure? Is it to purchase a product? Make sure your goal aligns with the execution. 

#8 Ad Campaign | Grand Prix for Good

Reporters Without Borders: The First Speech – Russia/Turkey/Venezuela; Agency: Innocean Berlin

I am a sucker for ads that seemingly have no ulterior motive. This ad from Innocean Berlin is a great example of advertising for good, and I am not at all surprised that it won the Grand Prix from Cannes. Compelling shots of iconic speeches and optimistic faces of audience members paired with somber lighting and emphasizing the aftermath following the speeches. All of this makes for a great ad that emphasizes the need for unbiased and independent news outlets.

What’s the marketing lesson here? This ad shows a very logical and compelling approach. A clear goal is defined and the output is relatable and the storytelling is based on true events. 

#9 Ad Campaign | Health & Wellness Lions (CONTENT WARNING: GROSS)

Dramamine: The Last Barf Bag; Agency: FCB, Chicago

I felt the need to add a content warning to the top of this entry, as it is a bit odd to listen to people talk about vomit and barf bags for nearly 15 minutes. But…it’s necessary. This ad is a great example of taking something that is incredibly difficult to market, and spinning it on its head to create an interesting story that I almost forgot the ad was primarily focused on barf. I am also impressed that Dramamine and FCB, Chicago went to the effort of collaborating with the self-styled “nausivatologists” to create a connection with their consumers. 

What’s the marketing lesson here? Do the unexpected. 

#10 Ad Campaign | Innovation Lions

KVI Brave Fund Inc: Voice 2 Diabetes; Agency: Klick Health, Toronto

This is another one of my favorites from this year's awards. I have been fascinated with and a supporter of A.I. for many years now. This ad from Klick Health showcases just one of the ways that A.I. can be used to drastically improve people’s well being, and, in some cases, even save lives. I am hopeful that this is just the tip of the iceberg, and that many more use cases similar to this will be coming for A.I. in the next few years.

What’s the marketing lesson here? More and more ads are featuring the beneficial use of A.I. This one showcases how A.I. can offer positive solutions, getting more people on board. 

#11 Ad Campaign | Luxury & Lifestyle Lions

Loewe: Loewe X Suna Fujita; Agency: Loewe, Madrid

This ad is everything I want from a luxury Brand. The visuals are stunning, the music is vibrant, the beautiful artistry convinces the viewer that the products are as unique and detail oriented as the pottery created. 

What’s the marketing lesson here? Make people your fan. Draw them in with creativity and authenticity. 

#12 Ad Campaign | Print & Publishing Lions

Coca-Cola: Recycle Me; Agency: Ogilvy, New York

Last but not least, I included this interesting print ad campaign from Coca-Cola. There are not many Brands in the world willing to crumple up their logo and then reprint it with no other Branding, all with the call to action to promote recycling. Of course, the red and white colors themselves are enough to recognize this iconic Brand, but creating an interesting print advertising that is paired with a message to protect the earth is commendable.

What’s the marketing lesson here? Use your influential voice as a Brand for good. Consumers want to put their money where their mouth is it. 

Cannes is full of campaigns that deserve recognition. Find all the winners here. I am sure that some great ads went under my radar, so if I missed your favorite in this list, please let me know by commenting your favorites below!

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