Vaseline runs through the heart of Asia’s Social & Creator shortlist this year at the 2026 Cannes Lions International Festival of Creativity.
Of the six campaigns the region placed on the shortlist, out of 159 entries recognized worldwide, two belong to the same brand, built by two different Singapore agencies that ended up tied at the top of the region’s tally.
Leo Singapore brought “Vaseline and the Real Nigerian Prince” to Healthcare, Creator Collaboration, and Single-Market Campaign. Ogilvy Singapore answered with “Vaseline Originals” in Innovative Engagement of Community, Creator Collaboration, and Co-Creation & User Generated Content.
Neither campaign touches the other’s territory, and neither agency worked on the other’s brief — but the result is the same: three shortlists each, for one brand, out of one country.
Taiwan supplied the next-strongest showing, with Leo Taiwan and Dentsu Creative Taiwan collecting two shortlists apiece for “Kung Fries” and “Say It Prond,” respectively. The Philippines and the United Arab Emirates round out the region’s presence with one shortlist each.
Healthcare
- “Vaseline and the Real Nigerian Prince” by Leo Singapore for Vaseline (Singapore)
Brand Storytelling
- “Kung Fries” by Leo Taiwan for McDonald’s (Taiwan)
Innovative Engagement of Community
- “Vaseline Originals” by Ogilvy Singapore for Vaseline (Singapore)
Creator Collaboration
- “Vaseline and the Real Nigerian Prince” by Leo Singapore for Vaseline (Singapore)
- “Vaseline Originals” by Ogilvy Singapore for Vaseline (Singapore)
Co-Creation & User Generated Content
- “Vaseline Originals” by Ogilvy Singapore for Vaseline (Singapore)
Single-Market Campaign
- “Kung Fries” by Leo Taiwan for McDonald’s (Taiwan)
- “Say It Prond” by Dentsu Creative Taiwan for Speak (Taiwan)
- “Vaseline and the Real Nigerian Prince” by Leo Singapore for Vaseline (Singapore)
Breakthrough on a Budget
- “Gamifries” by BBH Singapore, Singapore / Leo, Manila for McDonald’s (Singapore / Philippines)
Cultural Engagement
- “Om Bdr” by TBWA\RAAD for KFC (United Arab Emirates)
- “Say It Prond” by Dentsu Creative Taiwan for Speak (Taiwan)
The Cannes Lions International Festival of Creativity takes place from June 22 to 26 in Cannes, France. Check out the complete Social & Creator Lions shortlist.
Check out adobo Magazine for the latest Cannes Lions 2026 winners, highlights, and breaking festival coverage from Cannes.
