Observed Signal · Jun 24, 2026 · Award · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Positive
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.
Festival award news is mainly reputational for agencies and brands; it signals creative recognition and engagement tactics but has limited direct impact on adtech infrastructure, platforms, or market structure.
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Key Takeaways & Evidence Grounding
- The 'Olympic Rings Pasta' campaign for the International Olympic Committee (IOC) won a Silver Lion at Cannes Lions 2026.
- The award was in the Social & Creator category, subcategory Audience Targeting/Engagement Strategies.
- The work was developed by Milan agency LePub and submitted from the IOC in Lausanne.
- The limited-edition pasta was produced in Italy to celebrate the 100-day countdown to Milano Cortina 2026; chef Carlo Cracco created a recipe for it.
- TBWA\Zürich's 'The Coupon Coup' for McDonald's was shortlisted in Direct but did not win; On's 'Shape of Dreams' (On x Zendaya) is on the Film shortlist.
Connected Companies & Entities
3 Entities mapped“The work 'The Coupon Coup' by TBWA\Zürich was entered on behalf of McDonald's and was shortlisted in the Direct category....”
“The work 'Shape of Dreams' for the On x Zendaya Collection, submitted by On, is on the Film shortlist....”
“persoenlich.com published the Cannes Lions report (article by Christian Beck) on 2026-06-24....”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
Ten Shortlist Spots for Switzerland at Cannes Lions
The 73rd Cannes Lions International Festival of Creativity (22–26 June 2026) published 19 shortlists over the weekend. Five works submitted by Swiss agencies or companies were shortlisted across seven categories, giving Switzerland ten chances at Lions awards. Shortlisted Swiss-related entries include Nestlé’s KitKat campaign “The idea that never had a break” (agencies: Openmind UK, VML London), Abbott Established Pharmaceuticals’ “Voodoo Dolls” (Weber Shandwick Geneva), On’s “Shape of Dreams” for the On x Zendaya Collection (On Zürich; Film Craft and Entertainment categories), TBWA\Zürich’s “The Coupon Coup” for McDonald’s (Direct), and the International Olympic Committee / LePub entry “Olympic Rings Pasta” (Entertainment Lions for Sport; Social & Creator). Switzerland submitted 164 works in 2026 (2025: 141; 2024: 108). Organizers confirmed overall Cannes submissions fell by roughly 25% this year, a decline attributed to newly introduced integrity rules.
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.
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