ABInBev, Apple and P&G are most-awarded brand owners at Cannes Lions 2018

Carling's "Soccer Song for Change": won Radio & Audio Grand Prix
Carling’s “Soccer Song for Change”: won Radio & Audio Grand Prix

In a festival week in which no one brand owner dominated the awards categories, the top honours were split among the respective giants of brewing, tech and FMCG.

ABInBev scored two Grands Prix: one for for Budweiser in Brazil, which won in the Print & Publishing category for “Tagwords”, a campaign that tracked different musicians who had been pictured with a Budweiser over the years. It was created by Africa, the Brazilian creative agency.

Meanwhile, Carling in South Africa won the top prize in Radio & Audio for Ogilvy Cape Town’s “Soccer Song for Change”. The anti-abuse ad features the a choir performing a rendition of Masambe Nono at the #SowetoDerby

Apple also won two Grand Prix: the “Today at Apple” retail project delivered by the US in-house team across its stores won for Brand Experience and Activation Grand Prix at Cannes Lions, while the marketing campaign for its Homepod speaker has won for Entertainment in Music.

P&G scored two Film Grand Prix for different entries: one for the P&G brand ad “The talk” and the other for Tide’s “It’s a Tide ad”.

The most-awarded entrant overall is Palau Legacy Project’s “Palau Pledge”, created by Australia’s Host/Havas, which won three Grands Prix (Direct, Sustainable Development Goals, and Titanium) and a gold.

Meanwhile, KFC stood out among the brands for gold Lions, the highest honour for a category below a Grand Prix. The fast-food giant collected eight golds in total, with three of these for Mother’s “FCK” print ad in the UK.

The table below shows a full list of brands’ Grand Prix and gold Lions tally at Cannes Lions. Only brands that scored at least a Grand Prix and/or three gold Lions are listed.

For the world’s most comprehensive coverage of Cannes Lions, visit Campaign‘s Cannes Lions’ page. As well as the most important panels, discussions and interviews with industry giants, you can see all the Grand-Prix winning work and see how UK agencies performed.

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