As the biggest creativity festival in the world, Cannes Lions continues to honor some of the most groundbreaking campaigns that the industry has ever seen. Across various disciplines, Asian agencies have consistently proven that their work can leave a lasting impact and effortlessly dominate the global stage.
This year is no exception, as the region’s creative powerhouse status is further cemented by a remarkable showing of diverse ideas that challenge conventional storytelling.
Japan and Thailand have continued their impressive streaks by securing multiple shortlist slots across major creative categories.
Creative Effectiveness
Brand Positioning
- “From a Sanitary Pad to a Basic Right” by Leo Burnett India for P&G Whisper (India)
Creative B2B
Seven Asian entries successfully made it to the Creative B2B shortlist. This includes “Vaseline Originals” by Ogilvy Singapore for Vaseline—a campaign that transformed creator-led skincare hacks into actual marketable products—as well as Japan’s “(Un)dangered Vegetables” by Droga5 Tokyo, which highlights sustainable agricultural innovation.
Cross-Channel Storytelling
- “Vaseline Originals” by Ogilvy Singapore for Vaseline (Singapore)
Brand Experience
- “Soil Stay” by VML Bangkok for Tra Mongkut Fertilizer (Thailand)
Targeting & Engagement
- “(Un)dangered Vegetables” by Droga5, Part of Accenture Song, Tokyo for Solament (Japan)
- “Soil Stay” by VML Bangkok for Tra Mongkut Fertilizer (Thailand)
Long-Term Brand Building
- “Soil Stay” by VML Bangkok for Tra Mongkut Fertilizer (Thailand)
Market Disruption
- “Unprotected Broadcast” by Dentsu Inc., Tokyo for EAFF E-1 Football Championship (Japan)
B2B Influencer Marketing
- “Vaseline Originals” by Ogilvy Singapore for Vaseline (Singapore)
Creative Data
The Creative Data category featured two entries from the Middle East that successfully advanced to the shortlist, each demonstrating a masterful use of data to solve real-world challenges.
Data-Enhanced Creativity
- “Seat with a View” by VML Riyadh for Flynas (Saudi Arabia)
- “The Birdwatcher” by FP7 McCann, Dubai for Emirates Nature-WWF (United Arab Emirates)
The Cannes Lions International Festival of Creativity takes place from June 22 to 26 in Cannes, France. Check out the complete Creative Effectiveness, Creative Brand, and Creative Data shortlist.
Check our adobo Magazine for the latest Cannes Lions 2026 winners, highlights, and breaking festival coverage from Cannes.
