Singapore strikes gold in Cannes Social & Creator Lions with Vaseline double

Singapore has emerged as Asia’s standout performer in the Social & Creator Lions at Cannes Lions 2026, collecting two Gold Lions and one Bronze Lion, with all three awards awarded to work for Vaseline.

Leading the tally was Leo Singapore, which won a Gold Lion and a Bronze Lion for Vaseline and the Real Nigerian Prince, the campaign that transformed an internet scam cliché into a powerful story about authenticity and trust.

Ogilvy Singapore also struck Gold with Vaseline Originals, the campaign that turned viral community-created Vaseline hacks into real products while recognising and rewarding the content creators behind the ideas.

Singapore’s three Lions were the only wins from Asia in the category.

In the Social & Creator Lions, celebrating creative social thinking and strategic influencer marketing solutions, 1413 entries were received and 44 Lions awarded: 8 Gold, 14 Silver, 21 Bronze. The Grand Prix was presented to ‘Could Have Been a Heineken’, for Heineken, by LePub, Milan, which transformed WhatsApp voice notes into an invitation to reconnect. It rewarded people for stepping away from their screens and sharing a beer in person.

Social & Creator Lions Jury President, Mihnea Gheorghiu, Global Chief Creative Officer, LePub, said: “Voice notes make connection easier, faster. But for a new social behaviour – do they really make us more social? Heineken makes a beautifully crafted argument that a long voice note is best delivered in person. Whether you love voice notes or hate them, you can’t really argue with that. The Jury decided to award the Grand Prix for its social-first simplicity and iconicity, and for converting a new social behaviour into the oldest social behaviour.”

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