Observed Signal · May 14, 2026 · Industry Awards · Source: persoenlich.com News · Impact: 1/5 · Sentiment: Neutral
Switzerland Wins Two Merits at The One Show 2026
Swiss agencies won two Merits at The One Show 2026, the creativity awards run by the New York–based One Club for Creativity. The Zurich duo Stories and Ruf Lanz earned a Merit in Film & Video for the Hiltl film “Let animals grow old,” and TBWA\Zürich won a Merit in Out of Home for “The Coupon Coup” for McDonald's. No Swiss agency received Gold, Silver or Bronze Pencils. The One Show jury awarded 132 Gold, 162 Silver, 296 Bronze and 747 Merits to agencies across 57 countries; Ogilvy Singapore led with nine Gold Pencils. Main prizes, including Best of Show, are due to be announced at a gala in New York.
Industry awards results provide a performance benchmark for national creative industries but do not materially change AdTech/MarTech infrastructure, policy, or market dynamics.
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Key Takeaways & Evidence Grounding
- Swiss agencies won two Merits at The One Show 2026.
- Stories and Ruf Lanz won a Merit (Film & Video) for Hiltl’s film “Let animals grow old.”
- TBWA\Zürich won a Merit (Out of Home) for “The Coupon Coup” for McDonald's.
- No Swiss agency received Gold, Silver or Bronze Pencils at The One Show 2026.
- The One Show jury awarded 132 Gold, 162 Silver, 296 Bronze and 747 Merits to agencies from 57 countries; Ogilvy Singapore won nine Gold Pencils.
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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.
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.
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).
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