Observed Signal · Jun 23, 2026 · Award · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Positive
On Wins Gold and Two Silvers at Cannes Lions 2026
Swiss sports brand On's short film "Shape of Dreams" for the On x Zendaya Collection won a Gold Lion (Direction) and two Silver Lions (Editing and Use of Original Music) in the Film Craft categories at the Cannes Lions International Festival of Creativity. The roughly three‑minute film was written and directed by Oscar-winner Spike Jonze and produced by MJZ (Los Angeles); stylist Law Roach appears in the piece. The campaign launched on 9 April 2026 and the film amassed nearly ten million YouTube views within days. "Shape of Dreams" was shortlisted four times in Film Craft; the Film Craft category received 1,433 submissions and 43 Lions were awarded. The festival's Grand Prix in Film Craft went to "Your Way Out" for Coinbase by Isle of Any (New York). The article also notes other Swiss entries and nominations at Cannes Lions 2026.
Notable creative recognition at a major advertising festival involving a high-profile director and celebrity collaboration; relevant to creative and brand teams but has limited direct impact on AdTech/MarTech operations or market structure.
Track Coinbase Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- On's film "Shape of Dreams" won one Gold Lion (Direction) and two Silver Lions (Editing; Use of Original Music) in Film Craft at Cannes Lions 2026.
- "Shape of Dreams" was written and directed by Spike Jonze and produced by MJZ (Los Angeles); Zendaya stars and stylist Law Roach appears in the film.
- The On x Zendaya Collection campaign launched on 2026-04-09; the film reached nearly 10 million YouTube views within days of launch.
- "Shape of Dreams" was shortlisted four times in Film Craft; the Film Craft category received 1,433 entries and 43 Lions were awarded.
- The Film Craft Grand Prix was awarded to "Your Way Out" for Coinbase by Isle of Any (New York).
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Switzerland Wins Four Lions; Jury Workload Rises
The 73rd Cannes Lions festival concluded with Switzerland achieving four Lions—the country's best result since 2019. The Swiss entry 'Shape of Dreams' by On, directed by Spike Jonze and featuring Zendaya, won Gold in Film Craft for direction plus two Silvers; the campaign was developed in-house by an ~80‑person Zurich creative team. Swiss submissions rose 16% year-on-year while global entries fell roughly 25%, a historic decline attributed to new integrity standards after the DM9 manipulation scandal. Editors Matthias Ackeret and Christian Beck discussed the results and the strain on juries in the persoenlich.com podcast. The piece also covers a new brand campaign from the Swiss FDP created by agency DS Studio (led by David Schärer).
Swiss Wins Silver Lion for Olympic Rings Pasta
On day three of the Cannes Lions International Festival of Creativity 2026, the International Olympic Committee’s 'Olympic Rings Pasta' campaign received a Silver Lion in the Social & Creator category (subcategory: Audience Targeting/Engagement Strategies). The limited-edition pasta — produced in Italy to mark the 100-day countdown to the Milano Cortina 2026 Winter Games — was developed with Milan agency LePub; a small number of boxes were distributed via digital activations and a recipe was created by chef Carlo Cracco. TBWA\Zürich’s 'The Coupon Coup' for McDonald’s was shortlisted in Direct but did not win. Swiss brand On has another entry: 'Shape of Dreams' for the On x Zendaya Collection, submitted by On, is on the Film shortlist with winners to be announced at the festival close.
Switzerland Nets Ten Cannes Lions Shortlist Spots
Organisers of the Cannes Lions International Festival of Creativity reported 20,050 award submissions for 2026, a 25.5% decline from 26,900 in 2025 and the lowest level in a decade. Festival leaders attribute the fall to newly applied "Awards Integrity Standards" introduced in 2026 following the DM9 scandal; organisers say the numbers are methodologically comparable year-on-year. The decrease is uneven across markets (e.g., UAE -52%, Brazil -41%, USA -18%), while Switzerland rose ~16% to 164 entries. The festival published updated shortlists, noted changes in submitter composition (brands now 10% of entries; independents nearly one-third) and confirmed over 300 international jurors from 92 countries. Cannes Lions’ CEO Simon Cook and PR Director Camilla Lambert framed the stricter rules as measures to protect credibility rather than limit creativity.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.