Two campaigns emerged as Asia’s standout performers on the 2026 Cannes Lions International Festival of Creativity PR Lions shortlist, with Ogilvy Singapore’s “Vaseline Originals” and FP7 McCann’s “Missing Letters of Worth” each earning recognition across multiple categories.
Together with shortlisted work from Kazakhstan, Turkey, Mainland China, and Mongolia, the region secured nine shortlist appearances among the 113 entries recognized globally in the category.
The two campaigns were the only Asian works to secure multiple shortlist appearances, reflecting how brands are increasingly using PR to drive participation, cultural relevance, and community engagement.
The shortlist also highlights a geographically diverse showing from the region, with Kazakhstan and Mongolia joining more established creative hubs such as Singapore, Dubai, and Shanghai on this year’s roster.
Consumer Services / Business to Business
- “Highlighted by Data” by Tele2 Kazakhstan, Almaty for Tele2 (Kazakhstan)
Community Management
- “Vaseline Originals” by Ogilvy Singapore for Vaseline (Singapore)
Innovative Use of Influencers / Creators
- “Vaseline Originals” by Ogilvy Singapore for Vaseline (Singapore)
Single-Market Campaign
- “Missing Letters of Worth” by FP7 McCann, Dubai for L’Oréal Paris (United Arab Emirates)
- “Archie” by TBWA\Istanbul for McDonald’s Türkiye (Turkey)
- “Viagra Blue Brands” by Ogilvy, Shanghai for Viatris (Mainland China)
Corporate Purpose & Social Responsibility
- “The Coolest Ihram” by Landor, Dubai for Saudia (United Arab Emirates)
Cultural Engagement
- “Missing Letters of Worth” by FP7 McCann, Dubai for L’Oréal Paris (United Arab Emirates)
- “Best Dressed Nation: How Mongolia Won the Olympics Without a Medal” by Goyol Cashmere, Ulaanbaatar / National Olympic Committee of Mongolia, Ulaanbaatar for Team Mongolia Attire for Milano-Cortina 2026 Winter Olympics (Mongolia)
The Cannes Lions International Festival of Creativity takes place from June 22 to 26 in Cannes, France. Check out the complete PR shortlist.
Check our adobo Magazine for the latest Cannes Lions 2026 winners, highlights, and breaking festival coverage from Cannes.
