We're incredibly proud that seven of our independent agencies were recognized at the Cannes Lions International Festival of Creativity last week. Giant Spoon took home a Gold Trophy, Tombras took home Bronze, and Lippe Taylor/prompt. took home one Silver, three Bronze, and six shortlists. R&R Partners was also shortlisted in Social & Content Creator, LG2 was shortlisted for two Film campaigns, and and Syn was shortlisted for two categories. Additionally, LG2’s Creative Copywriter was shortlisted for a Film Young Lions, and Propel Manila’s Art Director team was shortlisted for a Digital Young Lions.
Check out the Lions-worthy work below:
HBO House of the Dragon: Raise Your Banners
Agency: Giant Spoon
Location: US
Award: Gold - Large Scale Media
In June 2024, leading up to the House of the Dragon season 2 premiere, Giant Spoon created global division across pop culture, inciting fans to choose a side and “Raise Your Banners” for the show’s warring factions. The campaign led with social posts featuring hyper-realistic, CGI banners on the Brooklyn and Manhattan bridges, declaring them for #TeamBlack and #TeamGreen. As the comment sections set ablaze thanks to the confounding realism and debates over sides, the agency unfurled more CGI--and some real--banners at iconic landmarks across 20+ countries, including the Eiffel Tower, Sugarloaf Mountain, Brisbane Story Bridge, Al Ula National Monument, and the New York Stock Exchange.
A week proceeded where New York City--thanks to local business partnerships, custom merch and banners--became a green and black checkerboard akin to real-life cultural rivalries. On premiere day, the campaign capped with an epic escalation: a rendition of a 270’ Vhagar, one of the show’s beloved dragons, laid claim to one of the world’s most famous institutions, the Empire State Building. “Raise Your Banners” demonstrated that innovation in OOH, experiential, and cultural impact is not solely driven by a stunt, but a highly orchestrated, deliberately sequenced mixed integrated campaign that turned everything into media.
Bark Air: 100% Real Airline for Dogs
Agency: Tombras and Lippe Taylor/prompt.
Location: US
Awards: Bronze - PR Techniques (Tombras); Bronze - Engagement, PR (/prompt.); Shortlist - Excellence in Brand Experience (Lippe Taylor/prompt.); Shortlist - Animal Health (Lippe Taylor/prompt.)
A 100% Totally Real Airline for Dogs
Yes, you read that right. An airline for dogs.
Together with BARK AIR, Tombras designed an airline from the ground up to put dogs first. Every detail, from the in-flight amenities (doggie champagne, anyone?) to the wagging tail on the outside of the plane, was crafted with a pup’s tastes in mind. Say goodbye to flying in crates and cargo holds, and hello to a Push for Belly Rubs button, a shoe chewing menu, and an in-air dog park. Lippe Taylor/prompt. lead the PR for the launch, working closely with the client and Tombras.
For anybody getting jealous while reading this, don’t worry – humans fly free with every dog. Flights are booking now at air.bark.co.
Opella, Don’t Sleep on Saquon
Agency: Lippe Taylor/prompt.
Location: US
Awards: Silver - Health and Wellness; Bronze - Engagement, PR; Bronze, Health and Wellness; Shortlist - Branded Storytelling; Shortlist - Partnerships with Sports Talent; Shortlist - Social Engagement & Influencer Marketing; Shortlist - Social & Creator
The category is a sleepy sea of sameness. Whether the competitor is a sleep eye mask, a vitamin supplement, or another sleep aid directly competing against Unisom, they’re probably creating traditional video advertising in a way that feels like typical pharmaceutical advertising. Nameless people snuggled up contentedly with their pillows. The blandest testimonial imaginable.
/prompt. saw an opportunity to take a new approach and find a spokesperson who actually didn’t need Unisom: Saquon Barkely. It was fans of his old team the Giants and their owner, John Mara, who were lying awake at night. The strategy flipped the script on the standard testimonial videos and made a message about sleep, something surprising. “You should try Unisom. I don’t need it, but you might.” The larger story about Saquon made this work breakthrough and turned it into content people actually wanted to share.
Moose Toys Crash ComiCon
Agency: R&R Partners
Location: US
Award: Social & Creator Shortlist
Toy marketing is everywhere these days. Kids have seen it all, and know how to sniff out an ad. They aren’t going to listen to their parents about what’s cool. And they certainly
aren’t going to take a toy brand’s word for it. So R&R Partners had to find a clever way to get their attention.
To win the attention of kids who have seen it all, they built a real 50-foot slime tanker from scratch. And they didn’t just drive it to the mecca of pop culture. R&R Partners crashed it right outside the doors of Comic Con. As crowds lined up in the morning, workers in hazmat suits opened the back door to reveal the slimiest, most surreal toy store ever.
To further drive engagement, they involved an array of influencers by building cryptic briefcases that could only be unlocked through solving a secret code. This helped drive the influencers and their tens of thousands of fans to the experience.
Foundation Chu Sainte-Justine - Grow Beyond
Agency: LG2
Location: Canada
Award: Film Shortlist
The CHU Sainte-Justine Foundation launched "Grow Beyond," a public awareness campaign by LG2 featuring patient stories highlighting the hospital's exceptional care and Foundation-funded research. The campaign includes "The Orange," a fairy tale-style animated TV spot running in Quebec until October, complemented by French out-of-home posters and digital banners. The tagline "Grow Beyond" emphasizes the potential for growth for patients, families, staff, and society, representing a medical revolution focused on cure and prevention. LG2 used children's perspectives with metaphors to explain complex situations. Jungle highlighted the unusual three-minute prime-time ad format and extensive visibility plans. Collaborations with YPR, Jungle, Gorditos, Rodeo FX, Circonflex, and LG2 supported the multi-channel campaign. The Foundation seeks support to transform children's lives.
Government of Quebec - If You Read, So Will Your Kids
Agency: LG2
Location: Canada
Award: Film Shortlist
The Government of Quebec commissioned LG2 to create a new awareness campaign about the importance of encouraging young children to read from an early age. The initiative focuses on the benefits of reading, and underlines the crucial role of parents in the early development of this valuable habit.
To promote reading among young people, the campaign reminds families of the lasting benefits of reading assiduously from an early age, while emphasizing the irreplaceable role of parents and those around children as their first educators. Through an emotional and captivating approach, the campaign aims to empower parents, showing them how they are reading role models for their children who will replicate their actions. It’s the simple gesture of making time to read themselves that actively contributes to the intellectual development of the children who will be tomorrow's adults.
Mountain Dew, Play the Dew
Agency: Syn
Location: Japan
Awards: Sound Design shortlist; Gaming Audio-Visual Content shortlist
Mountain Dew put its name in every gamer’s head by creating a full audio-led campaign (radio, film, digital activation, social) that simulates the target audience’s most popular gaming genres: First-Person Shooter (Call of Duty, Halo), Zombie Survival (Resident Evil, Left 4 Dead), Versus Fighting (Street Fighter, Mortal Kombat), and Racing (Gran Turismo, Need For Speed), but all sound effects are exclusively replaced by voice recordings of the word ‘DEW.’
Some elements were then digitally enhanced and arranged to create authentic-sounding game audio and music, while still being discernibly human.
The idea was then taken to TikTok, creating the platform’s first audio-enabled game filter in the country, wherein users can play a racing game by saying ‘DEW’ into their phones.
The campaign resonated with the target audience, prompting gamers to dub their own gaming footage using the word ‘DEW.’
If It Weren’t For the Ovaries
Team: Alexandre Pépin, Creative Copywriter, LG2 + Nicolas Robert, Executive Producer and Partner, Carton Rouge
Location: Canada
Award: Young Lions Film Shortlist
After having won the gold in the Film category at the Canadian Young Lions organized by The Globe and Mail, LG2 Copywriter Alexandre Pépin and his partner Nicolas Robert from Groupe Cinelande competed on the world stage at the Cannes Lions Festival.
Ovarian cancer is a silent, deadly disease with devastating effects yet awareness and research remains disproportionately low. To address this, we created a concept that only this cancer could carry, so we directly help the urgency of funding research. It highlights the powerful irony of ovaries as both the starting point of life and the source of a fatal illness. Our goal was to raise awareness, spark empathy, and drive donations, all while treating the subject with sensitivity, even with a narrative twist that surprises the viewer. Though the statistics are tragic, our intention was to first celebrate life. By showing what exists because of ovaries and what’s missing when cancer takes it away. The film delivers an emotional jolt, while leaving space for hope. Real people, real photos, and a striking statistic (8 million lives at risk by 2050) ground the story in truth, honoring those affected by it.
Save the Baggy Jeans - Young Lions
Team: Jacob Terrense Brion Banong and Michaela Macalinao, Art Directors at Propel Manila
Location: Philippines
Award: Young Lions Digital Shortlist
Wild bees are disappearing — and with them, far more than just food. Their decline threatens the fashion industry, which is core to Gen Z’s identity. Denim, woven into Gen Z’s style, depends on wild bees to boost cotton yields by 24% and pollinate indigo plants for natural dyes. If nothing changes, by 2040 cotton supply could face severe disruption. This isn’t abstract climate science — it’s a real threat to Gen Z’s ability to wear what defines them.
Partnering with Levi’s, the Propel Manila team visualizes a future where denim shortages force Gen Z back into skinny jeans — the style they fought to leave behind. To provoke this fear, Levi’s removes all baggy jeans from its online store and socials. On World Bee Day, a TikTok and Instagram AR filter launches, tightening users' jeans in real-time while embedding educational facts. Influencers fuel outrage, driving viral protests. By making ecological collapse feel personal, visual, and immediate, we convert Gen Z’s passion for self-expression into collective action
Congratulations and fantastic work to Giant Spoon, Tombras, Lippe Taylor/prompt., R&R Partners, LG2 and Propel!