Post by Ad Age

One of the joys of the Cannes Lions International Festival of Creativity is seeing work we haven’t seen before. Among the approximately 640 Lion-winning campaigns this year, a decent percentage—we’d guess maybe as high as 25%—didn’t make their way to us throughout the previous year. So, we get to experience it all now. Tim Nudd combed through all 3️⃣4️⃣ categories of winners to find interesting work we hadn’t highlighted in Ad Age before. It comes from around the world, from Brazil and Peru to Thailand, Japan, Mexico, Canada and Paraguay. Some ideas are rooted in physical products, others in packaging, technology, entertainment or public service, reflecting how almost anything can become a creative platform. Thematically, many of the campaigns blur the line between marketing and problem-solving. Taken together, they underscore that great work is less about flashy tech or big budgets and more about finding an unexpected connection between a brand and the world around it. That’s true whether the solution is a postage stamp, a pasta shape, a redesigned makeup package or a single extra minute of television. 🔗 Read about the 1️⃣8️⃣ hidden gems among this years Cannes Lions winners: https://lnkd.in/dSimFGyB