The best way to stand out at Cannes Lions this year is to lean harder into human insights, writes Jason Williams, Head of Creative Excellence APAC, explaining this year’s top 10 Cannes picks from Publicis Groupe’s 14 APAC markets.
There’s no doubt AI will dominate the conversation in Cannes, again! And we can all agree, our industry has never seen so much change, this quickly. It’s a powerful and useful tool. But the only way to stay ahead of AI is to lean harder into human insights, originality, and execute with braver, more audacious thinking; the one thing humans have in spades.
In APAC, that advantage shows up in our work every day: an eclectic mix of cultures shaping progressive creative solutions for big brands, with measurable impact. Check out just some of our smartest projects from 2025/26.
AAMI – Australia’s Driving Test
Leo Australia
Aussies are a fiercely competitive bunch, especially when sport is involved. So, Leo turned “driving inertia” into a challenge: prove you’re Australia’s best driver and do it safely. Participation surged, and the data tells a compelling story of behaviour change with genuine business impact; better driving, fewer claims.
Cathay – Back to Kai Tak
Leo Hong Kong
Hong Kong’s infamous Kai Tak landing is the stuff of legend. Re-creating it wasn’t just nostalgia; it was a brave creative choice rooted in collective memory. For Hong Kongers, Cathay and the city’s original airport are cultural icons and a genuine source of pride. So, to launch the new stadium where Kai Tak once stood, Publics HK brought that feeling vividly back to life.
McDonald’s Philippines – GamFries
BBH Singapore, Leo Manila
McDonald’s slipped into the Nintendo Switch global launch with an unofficial partnership. By tapping gamers’ love of 3D printing, BBH Singapore and Leo Manila turned McDonald’s into a playful, build-it-yourself PR moment. Feeds lit up, 3D printers worked overtime, and gamers absolutely ate it up.
Suncorp – Haven
Leo Australia
As fresh data flows in, the Haven interface becomes an essential tool for Australians in disaster-prone areas. It turns information into preparation, helping build a more resilient nation and reducing claims because people are ready before it hits. The ambition is bigger still: it’s a utility that could help reshape the entire insurance category.
McDonald’s Taiwan – Kung Fries
Leo Taiwan
A universal truth: “Don’t touch my McD fries!” So, Leo Taiwan turned Kung Fu culture into fry defence, dropping a kung-fu homage in cinemas and across social that taught fans the moves. Soon, Taiwan was practising Kung Fries everywhere, guarding their golden beauties like Bruce Lee.
Toyota – New Zealand’s One Big Ad
Saatchi & Saatchi New Zealand
One beautifully simple truth: one in four Kiwis owns a Toyota. So, Saatchi turned the whole country into the campaign, right as an influx of unknown EV brands hit the market. Every channel became a cheeky reminder that, statistically speaking, you’re already in a Toyota ad, building trust and pride nationwide.
Krungsri First Choice – The Giant
Leo Thailand
We all dream of the day a financial client says, “Make our new ‘credit card’ film more Thai… oh, and make it super entertaining while you’re at it.” Until then, we’ll keep living vicariously through Leo Thailand’s joyful, mad, unpredictable humour. I know I do.
STING – The Unofficial Sound of F1
Leo India
Listen closely, and once you do, you can’t unhear it. Leo India pulled off a perfect sponsorship hijack by inventing a “signature sound”, cleverly seeding the Sting ‘sting’ into culture, and letting fans, influencers, celebrities, even F1 drivers, do the amplification.
Vaseline (Unilever) – Vaseline and the Real Nigerian Prince
Leo Singapore
When counterfeiters steal your brand, the smartest response is to hijack it back. To tackle fake Vaseline products in Nigeria, Leo Singapore partnered with a real Nigerian Prince. Yes, an actual one. And turned one of the internet’s oldest scams into a clever awareness campaign and a practical tool to detect fake packs.
Heineken – Rooftop Revivals
LePub Singapore
Seoul is running out of room to socialise. Streets are crowded, homes are tight, but one solution was hiding in plain sight: rooftops. Empty, forgotten, and already green. So, Heineken and LePub Singapore revived the Pyeong Sang, Korea’s original social platform, turning idle rooftops into fresh new hangout spots for Seoulites to connect again.
