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Cannes Lions reveals 2024 shortlists for Creative Commerce, Creative Strategy, Creative Effectiveness, and Luxury & Lifestyle

CANNES, FRANCE — The Cannes Lions Festival of Creativity has announced its shortlists for the Creative Commerce, Creative Strategy, Creative Effectiveness, and Luxury & Lifestyle categories.

Work that is shortlisted in the Creative Commerce, Creative Strategy, and Creative Effectiveness are often thought-provoking or bring a new perspective to a wide range of topics, including societal issues, cultural insights, and technology. Among all Asian countries, Singapore, Thailand, India, and Malaysia are shortlisted.  

Leo Burnett India’s “Oreo #BringBack2011” is one such campaign, with Oreo being a relative newcomer to the local market. The brand’s insight tied Oreo’s launch into India with the last time that India won the Cricket World Cup with the hashtag #BringBack2011.  


Luxury & Lifestyle is one of the newest categories of Lions introduced this year, with the focus being on aspirational and transformative work that emphasizes a high quality of craft to showcase brand identity. Singapore’s Forsman & Bodenfors’ work for the Mandarin Oriental is shortlisted. The campaign takes the unusual situation of the Mandarin Oriental Singapore closing for necessary refurbishment for six months into a letter-writing exercise to the Mandarin Oriental’s competitors as it asks them to take care of their guests in the meantime. 

Here are the entries from Asian agencies that are part of the 2024 shortlists:


  • “Recustom”
    • Agency: DDB Group Singapore 
    • Client: National Heritage Board 
    • Shortlist | Creative Commerce > Sustainable Commerce 
  • “Rockstar Status”
    • Agency: OGILVY, Singapore 
    • Client: Artotel Group 
    • Shortlist | Creative Commerce > Market Disruption 
  • Letters To My Neighbors
    • Agency: FORSMAN & BODENFORS, Singapore 
    • Client: Mandarin Oriental 
    • Shortlist | Luxury & Lifestyle > Brand Storytelling 


  • Let Her Grow”
    • Agency: EDELMAN, Bangkok 
    • Media: EDELMAN, Bangkok 
    • Client: Dove 
    • Shortlist | Creative Strategy > Consumer Goods 
    • Shortlist | Creative Strategy > Corporate Purpose & Social Responsibility 
    • Shortlist | Creative Strategy > Brand Strategy 


  • “Feel The Music”
    • Agency: LEO BURNETT, Mumbai 
    • Client: Spotify 
    • Shortlist | Creative Strategy > Media/Entertainment 
  • “There’s a Glass & A Half In Everyone”
    • Country: United Kingdom/Malaysia/South Africa/India/Singapore 
    • Agency: VCCP, London / OGILVY, Kuala Lumpur / OGILVY SOUTH AFRICA, Johannesburg / OGILVY, Mumbai / OGILVY, Singapore 
    • Media: CARAT London / PUBLICIS MALAYSIA Kuala Lumpur / SPARK FOUNDRY London / STARCOM WORLDWIDE Johannesburg / WAVEMAKER Mumbai 
    • Client: Cadbury 
    • Shortlist | Creative Strategy > Multi-Market Strategy 
    • Shortlist | Creative Strategy > Long-Term Strategy 
  • “VI Human Network Testing Network”
    • Agency: OGILVY, Mumbai  
    • Client: Vodafone Idea Ltd. 
    • Shortlist | Creative Strategy > Market Disruption 
  • “Oreo #BringBack2011”
    • Agency: LEO BURNETT, Mumbai 
    • Client: Oreo 
    • Shortlist | Creative Effectiveness > Consumer Goods 
    • Shortlist | Creative Effectiveness > Single Market 
  • “Airtel 175 Replayed”
    • Agency: LEO BURNETT, Mumbai 
    • Client: Airtel 
    • Shortlist | Creative Effectiveness > Consumer Services/Business to Business 

South Korea

  • Knock Knock”
    • Agency: CHEIL WORLDWIDE, Seoul 
    • Media: CHEIL WORLDWIDE, Seoul 
    • Client: Korean National Police Agency 
    • Shortlist | Creative Effectiveness > Not-for-Profit / Charity / Government 


  • “The Joyful Piano”
    • Agency: DENTSU EAST JAPAN INC., Tokyo 
    • Client: Yamaha
    • Shortlist | Luxury & Lifestyle > Diversity, Equity & Inclusion 

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