Here’s a summary of some of Tuesday’s winners and best work from this year’s Cannes Lions festival:
‘Original Forever’ for Adidas by Johannes Leonardo New York/Adidas London – Entertainment Lions for Music, Grand Prix
‘Original Forever’ for Adidas Originals is a music-and-fashion campaign built around the return of Oasis and the band’s long-standing relationship with Adidas. Rather than treating it as a simple merch drop, the work positions Adidas as part of Oasis’s cultural mythology — woven into the look, attitude and fan identity that have surrounded the band for decades.
The campaign taps into nostalgia, reunion fever, and the enduring visual codes of Britpop: parkas, terraces, gig crowds, Three Stripes, and Gallagher swagger. Its strength is that Adidas doesn’t feel like an outsider borrowing music culture; it feels like a brand returning to a story it has always belonged to.
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