Cannes Lions has announced the winners across its Entertainment and Craft Track Lions, with adidas and Johannes Leonardo emerging as one of the day’s biggest stories.
“Original Forever,” created for adidas by Johannes Leonardo, New York, and adidas, London, won two Grands Prix, taking the top prize in both Entertainment Lions and Entertainment Lions for Music.
Entertainment Lions
The work drew on adidas’ cultural legacy with Oasis, partnering with the band to create official tour merchandise and cultural moments that deepened fandom for the brand and the reunion. The campaign stood out in a year when jurors repeatedly pointed to fandom, craft, culture, and community as drivers of brand relevance. Watch below:
“Our Jurors have set the creative benchmark with this year’s Entertainment and Craft Lion winners,” said Simon Cook, CEO of LIONS. “This body of work spotlights how craft is transforming brands and consumer experience and how the power of fandom is building brand relevance and driving business growth.”
In Entertainment Lions, which celebrates creativity that turns branded content into culture, 656 entries produced 20 Lions: 3 Gold, 6 Silver, and 10 Bronze, with the Grand Prix going to “Original Forever.”
Entertainment Lions Jury President Chris Beresford-Hill, worldwide chief creative officer at BBDO Worldwide, said the adidas work rose above the field because it understood the cultural moment.
“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,” he said.
Entertainment Lions for Music
In Entertainment Lions for Music, the Jury awarded two Grand Prix. Alongside adidas’ “Original Forever,” the top honor also went to “Rosalía ft. Björk, Yves Tumor, Berghain,” for Rosalía, by CANADA, Barcelona, and Rosalia, Barcelona.
Matt Murphy, global chief creative officer at 72andSunny and Entertainment Lions for Music Jury President, said the category rewarded music that drives storytelling and cultural commitment. “This Award is about music driving the storytelling experience, where the brand endorses the artist, as much as the artist endorses the brand,” Murphy said. “Ultimately, it came down to commitment. Going all in on an idea.”
He called adidas’ “Original Forever” a “fantastic integration of Brand, Band and Audience” and described Rosalía’s “Berghain” as “a feast for the eyes and ears.”
Entertainment Lions for Gaming
The Grand Prix went to “Copycats Welcome” for Clash Royale, by David, New York. The work targeted imitators of the game not with legal threats but with an invitation, offering players of knockoff versions a way to return to the original.
Lolly Thomson, joint global chief creative officer at M+C Saatchi Group and Jury President for Entertainment Lions for Gaming, called the work “a masterclass in value exchange,” noting that the idea re-established the original game as the most generous version of itself.
The Entertainment Lions for Sport Grand Prix went to “The Thousand Sponsors of Muni,” for Club Deportivo Municipal, by McCann, Lima. The campaign turned football supporters into sponsors, creating a sponsorship platform built around fan loyalty and community ownership at a moment when the club was in crisis.
Shannon Washington, chief creative officer and managing partner at 11 Ounces and Jury President for Entertainment Lions for Sport, praised the idea’s simplicity and emotional force.
“This is fandom doing the work that money used to do, and community deciding what the future of a club looks like,” Washington said.
Design
In Design, the Grand Prix went to “Apple TV Rebrand,” for Apple, by TBWA\Media Arts Lab, Los Angeles, and Apple, Cupertino. The Jury honored the rebrand for its cinematic craft, texture, and sense of light and sound, positioning the identity as a brand system that matched the ambition of the content it represents.
Greg Quinton, chief creative officer at Design Bridge and Partners and Design Jury President, called it “a brilliantly simple, soulful design with a proper beating heart.”
Digital Craft
In Digital Craft, Google won the Grand Prix for “Project Genie” from Google, Mountain View. The work applies the Genie 3 model through a functional consumer interface, bridging frontier AI research and creative application.
Digital Craft Jury President Andrés Ordóñez, global chief creative officer at McCann, said the work embodied what the category should celebrate: technology made more powerful by creative imagination. “The real breakthrough happens when creativity unlocks what technology can become,” Ordóñez said.
Film Craft
The Film Craft Grand Prix went to “Your Way Out,” for Coinbase, by Isle of Any, New York. The film uses video game aesthetics and original craft to challenge perceptions of the modern financial system.
Pip Smart, executive producer and partner at Revolver and Film Craft Jury President, said the work rose to the top because “the depth and originality of the craft was undeniable.”
In Industry Craft, the Grand Prix was awarded to “Tiny Coffee Shops” for De’Longhi, by LOLA, Madrid. The brand transformed five iconic coffee machines into handcrafted miniature cafés, using meticulous craft to shift perceptions around coffee at home.
Industry Craft Jury President Rafael Gil, chief creative officer at Artplan, said the piece stood out throughout judging and became a symbol of the category. “Every detail was crafted with extraordinary care, turning tiny decisions into giant emotions,” Gil said.
Across the Entertainment and Craft winners, the second Cannes Lions Awards show pointed to an industry increasingly focused on participation, fandom, human craft, and brand worlds built to live beyond a single campaign. From Oasis fans to gaming communities, football supporters, AI tools, and miniature coffee shops, the winners suggested that the most celebrated work is no longer simply watched. It is entered, shared, remixed, collected, and lived with.
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