Asia continues to assert its strategic strength at Cannes Lions 2026, with standout performances in Creative Strategy and Creative Effectiveness that highlight how the region is shaping the next era of brand thinking through insight-led, system-driven ideas.
Ogilvy Singapore emerges as a standout with “Vaseline Verified” for Vaseline, which appears across Healthcare, Brand Strategy, Market Disruption, and Global Market in Creative Effectiveness, underscoring its strength in building scalable, trust-led brand systems. The agency also continues its strong performance with “Eye Test Menu” for Titan Eye+ in the Products/Services category, reinforcing its ability to turn functional needs into culturally resonant ideas.
FP7 McCann Dubai further strengthens the region’s presence with multiple shortlisted works including “Missing Letters of Worth” for L’Oréal Paris Beauty, which also spans Audience Insight and Brand Strategy, and “Recipe for Change” for Puck Spread Cheese, which dominates Corporate Purpose, Market Disruption, and Brave Brands—demonstrating how purpose-led creativity continues to drive both cultural and commercial impact.
Scroll down to find out who made it to the shortlist.
Cannes Lions: Creative Strategy Asian Shortlist 2026
Healthcare
- “Vaseline Verified” by Ogilvy Singapore for Vaseline (Singapore)
- “Viagra Blue Brands” by Ogilvy Shanghai for Viagra (Mainland China)
Audience Insight
- “Missing Letters of Worth” by FP7 McCann Dubai for L’Oréal Paris Beauty (United Arab Emirates)
- “Vaseline Verified” by Ogilvy Singapore for Vaseline (Singapore)
Corporate Purpose & Social Responsibility
- “(Un)dangered Vegetables” by Droga5 Tokyo, Accenture Song for Solament™︎ (Japan)
- “Recipe for Change” by FP7 McCann Dubai for Puck Spread Cheese (United Arab Emirates)
Market Disruption
- “Recipe for Change” by FP7 McCann Dubai for Puck Spread Cheese (United Arab Emirates)
Cultural Engagement
- “From Delivery Rider to Urban Racer” by RESEE Shanghai for Taobao Delivery Instant Retail (Mainland China)
- “Ruby Blooms” by Saatchi & Saatchi ME Dubai for Nana Sanitary Pads (United Arab Emirates)
Brand Strategy
- “Missing Letters of Worth” by FP7 McCann Dubai for L’Oréal Paris Beauty (United Arab Emirates)
- “Vaseline Verified” by Ogilvy Singapore for Vaseline (Singapore)
Cannes Lions: Creative Effectiveness Asian Shortlist 2026
Travel, Leisure, Retail, Restaurants & Fast-Food Chains
- “My Japan Railway” by Dentsu Inc. Tokyo for JR Group (Japan)
Global Market
- “Vaseline Verified” by Ogilvy Singapore for Vaseline (Singapore)
Market Disruption
- “Vaseline Verified” by Ogilvy Singapore for Vaseline (Singapore)
The Cannes Lions International Festival of Creativity takes place from June 22 to 26 in Cannes, France. Check out the complete Creative Strategy and Creative Effectiveness shortlist.
Check adobo Magazine for the latest Cannes Lions 2026 winners, highlights, and breaking festival coverage direct from Cannes.
