A handful of campaigns are carrying Asia’s momentum across some of Cannes Lions International Festival of Creativity 2026’s most business-focused categories.
Ogilvy Singapore’s “Vaseline Originals” and “Vaseline Verified,” Dentsu Tokyo’s “Dear Difference,” and FP7 McCann’s “Spots for Shops” each earned multiple shortlist appearances across the Luxury Lions, Creative Commerce Lions, and Creative Business Transformation Lions, highlighting how creativity is increasingly being recognized as a driver of business growth, customer engagement, and brand transformation.
Among the region’s strongest performers, Ogilvy Singapore secured four shortlist appearances across Creative Commerce and Creative Business Transformation, while Dentsu Tokyo landed multiple shortlist spots through “Dear Difference” and “Unprotected Broadcast.”
The shortlist also reinforces Dubai’s growing influence as a creative and innovation hub, with work from FP7 McCann, Careem, and The Refreshment Club earning recognition across commerce, service design, and purpose-driven initiatives.
Luxury Lions Asian Shortlist 2026
Dentsu Tokyo led Asia’s Luxury Lions showing, with “Dear Difference” earning recognition across both Craft and Brand Storytelling.
Craft
- “Dear Difference” by Dentsu Tokyo for Taketsuru Pure Malt (Japan)
Brand Storytelling
- “Dear Difference” by Dentsu Tokyo for Taketsuru Pure Malt (Japan)
Creative Commerce Lions Asian Shortlist 2026
Creative Commerce Lions delivered the broadest regional representation, with shortlisted work from Singapore, India, Mainland China, and the United Arab Emirates spanning influencer commerce, retail experiences, accessibility, and social impact.
Social / Influencer Commerce
- “Vaseline Originals” by Ogilvy Singapore for Vaseline (Singapore)
Entertainment Commerce
- “Gamers on Duty” by Leo India, Mumbai for Lenovo Laptop (India)
In-Store Experiences
- “Saints Pères Extra Virgin Bar” by The Refreshment Club Dubai for Experiential Retail Concept / Olive Oil Bar & Porcelain Collection (United Arab Emirates)
Customer Acquisition & Retention
- “Vaseline Originals” by Ogilvy Singapore for Vaseline (Singapore)
Inclusive Commerce
- “Streaming Out Loud” by Topic&Loong Beijing for Live Commerce (Mainland China)
Social Behavior
- “Spots for Shops” by FP7 McCann for Parking Spots (United Arab Emirates)
Corporate Purpose & Social Responsibility
- “Seeds for Gaza” by Careem, Dubai for Careem (United Arab Emirates)
Creative Business Transformation Lions Asian Shortlist 2026
Ogilvy Singapore emerged as the category’s strongest Asian performer, with “Vaseline Verified” shortlisted in two separate transformation-focused subcategories.
Organizational / Operational Transformation
- “Vaseline Verified” by Ogilvy Singapore for Vaseline (Singapore)
Service Design
- “Spots for Shops” by FP7 McCann for Parking Spots (United Arab Emirates)
New Relationship Models
- “Unprotected Broadcast” by Dentsu Tokyo for Our Moments (Japan)
End-to-End Transformation
- “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 Luxury, Creative Commerce, and Creative Business Transformation shortlist.
Check out adobo Magazine for the latest Cannes Lions 2026 winners, highlights, and breaking festival coverage from Cannes.
