Asia awarded one Silver Lion and three Bronze Lions across the Cannes Entertainment tracks

Cannes Lions has revealed the Silver and Bronze winners from the Entertainment Lions, Entertainment Lions for Gaming, Entertainment Lions for Music and Entertainment Lions for Sport Lions.

Ogilvy Taipei has been awarded Silver in Entertainment Lions for Sport for its ‘The Switch Hit By Mikkeller‘ for Mikkeller & Ugly Half Beer. LePub Singapore’s ‘Curfew Hostels’ for Tiger Beer was also awarded Bronze.

In the Entertainment Lions, Luck Tokyo’s ‘Goodbye RX-7: Saying Farewell To A Dear Friend’ for Mazda has been awarded Bronze.

Whatever Tokyo’s ‘Silent Cleaning’ for Kao Corporation has won Bronze in Entertainment Lions for Gaming.

From 656 entries received in the Entertainment Lions, celebrating creativity that turns branded content into culture, 20 Lions were awarded: 3 Gold, 6 Silver, 10 Bronze. The Jury awarded the Grand Prix to ‘Original Forever’, for adidas, by Johannes Leonardo, New York / adidas, London. Drawing on adidas’s cultural legacy with Oasis, the brand partnered with the band to create official tour merch and indelible cultural moments to build fandom.

Entertainment Lions Jury President, Chris Beresford-Hill, Worldwide Chief Creative Officer, BBDO Worldwide, said: “Choosing a Grand Prix was difficult, but in the end one piece of work stood apart because it understood the moment perfectly. At a time when so many brands are trying to manufacture relevance, this was a reminder that the most powerful thing a brand can do is show up in the right moment, for the right community, with something worth caring about.”

Entertainment Lions for Gaming, honouring creative work that connects people to brands through gameplay, received 216 entries, and 8 Lions were awarded by the Jury: 1 Gold, 2 Silver, 4 Bronze. The Grand Prix went to ‘Copycats Welcome’, for Clash Royale, by David, New York. Targeting the game’s imitators to win loyalty, this boundary-crossing work blends brand film, community activism and interactive gaming experience.

Entertainment Lions for Gaming Jury President, Lolly Thomson, Joint Global Chief Creative Officer, M+C Saatchi Group, said: “The Jury debated hard, but when we got there, we were unified. This year’s Grand Prix did something radical— an amnesty. Instead of lengthy IP battles, it went after the millions playing knock-offs and said: we see you, come home, bring everything with you. Progress, hours, accrued wealth— all transferable, no quibbling. Re-establishing the original as the most generous version of itself— a masterclass in value exchange. When you do something like that, the community takes over. You don’t need to shout. They do it for you.”

In Entertainment Lions for Music, celebrating creative musical collaborations and branded music content, 318 entries were received and 13 Lions awarded: 2 Gold, 2 Silver, 7 Bronze. The Jury also awarded two Grands Prix, to “Rosalía Ft. Björk, Yves Tumor – Berghain”, for Rosalía, by Canada, Barcelona / Rosalía, Barcelona; and ‘Original Forever’, for adidas, by Johannes Leonardo, New York / adidas, London.

Entertainment Lions for Music Jury President, Matt Murphy, Global Chief Creative Officer, 72andSunny, commented: “This Award is about music driving the storytelling experience, where the brand endorses the artist, as much as the artist endorses the brand. We were looking for breakthrough collaborations between artists and culture. Ultimately, it came down to COMMITMENT. Going all in on an idea. We awarded two Grands Prix: adidas ‘Original Forever’, a fantastic integration of Brand, Band and Audience. It not only reignited nostalgia for older fans, it ushered in an era of new ones. Rosalina ‘Berghain’. Wow! Just wow! A feast for the eyes and ears, integrating classical and modern, fantasy and reality.”

From 660 entries received in the Entertainment Lions for Sport, honouring creativity that taps into fan culture, 21 Lions were awarded: 3 Gold, 6 Silver, 11 Bronze and the Grand Prix, which went to ‘The Thousand Sponsors of Muni’, for Club Deportivo Municipal, by McCann, Lima. A sponsorship platform turning football club supporters into sponsors, the work tapped into fan loyalty and created a national conversation.

Entertainment Lions for Sport Jury President, Shannon Washington, Chief Creative Officer and Managing Partner, 11 Ounces, said: “What got me about ‘The Thousand Sponsors of Muni’ is the sheer, simple ingenuity of it! Taking a club in crisis and turning that crisis into a thousand acts of belonging. The craft is exceptional, down to the math behind the pricing and the grid on the jersey itself. But what makes this Grand Prix-worthy for the room is what it says about sport: this is fandom doing the work that money used to do, and community deciding what the future of a club looks like. It’s a reminder that sport’s real power isn’t the sponsorship deal – it’s the people who refuse to let the thing they love disappear.”