Observed Signal · Jun 22, 2026 · Awards · Source: Adweek · Impact: 2/5 · Sentiment: Neutral
The Ordinary Wins Health & Wellness Grand Prix at Cannes
Day 1 of the Cannes Lions International Festival of Creativity (22 June 2026) introduced the new Creative Brand Lions. Anheuser‑Busch InBev won the Creative Brand Lions Grand Prix, while Mastercard also took a Creative Brand Lion. Novartis won the Pharma Grand Prix for "Relax Your Tight End," a work submitted by Fallon (Minneapolis). Swiss entries were shortlisted (including Nestlé’s Kitkat case “The idea that never had a break”) but did not win on day one. Two additional shortlists — Brand Experience & Activation and Creative Data — were published on Monday where Switzerland had no representation. Switzerland currently retains eight remaining opportunities for Lions as more shortlists are due to be published through Wednesday. This article supplements other day‑one coverage that listed multiple Grand Prix winners from Cannes Lions 2026.
Cannes Lions winners highlight creative and marketing trends that influence brand and agency work, but the announcements do not directly change AdTech infrastructure, measurement, or platform policy.
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Key Takeaways & Evidence Grounding
- Cannes Lions 2026 awarded the Creative Brand Lions for the first time.
- Anheuser‑Busch InBev won the Creative Brand Lions Grand Prix.
- Mastercard also won a Creative Brand Lion.
- Novartis won the Pharma Grand Prix for "Relax Your Tight End," submitted by Fallon (Minneapolis).
- Switzerland had a Creative Brand shortlist (Nestlé's Kitkat case) but did not win; two shortlists (Brand Experience & Activation and Creative Data) published Monday did not include Swiss entries.
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Cannes Lions 2026 Grand Prix Winners Listed
Adweek published a roundup of every Grand Prix winner at Cannes Lions 2026. The article lists top-prize winners across categories, including The Ordinary’s “The Periodic Fable” (Health & Wellness) by Uncommon Creative Studio, Novartis’s “Relax Your Tight End” (Pharma) by Fallon, and Caritas’s “Vehicle of Hope” (Lions Health & United Nations Grand Prix for Good) by Differ Agency. The piece is authored by Brittaney Kiefer and was published on 2026-06-26.
The Ordinary and Uncommon reshape beauty category norms
The Ordinary hired Uncommon Creative Studio in 2024 to refresh its founding positioning and push back against misleading beauty marketing. Their partnership produced award-winning creative work, most notably 'The Periodic Fable' — a campaign that replaced periodic table elements with dubious beauty buzzwords — which won a Grand Prix at Cannes Lions and drove broad reach and measured uplifts in trust and purchase intent. The collaboration also spawned experiential activations ('The Markup Marché'), prompted The Ordinary to create a dedicated three-person 'brand voice' team, and influenced Uncommon’s rise in the World Creative Rankings.
Cannes Lions 2026: Day 1 Highlights
Adweek published a day‑one gallery from the 73rd Cannes Lions International Festival of Creativity capturing panels, brand activations, awards and networking on the Croisette. Coverage notes appearances and talks including Paris Hilton (11:11 Media) with UTA’s David Kramer on AI and creativity; a Spotify Beach session featuring Troye Sivan and Spotify ad leader Bridget Evans; and JCPenney marketing leader Marisa Thalberg with Ashley Graham. AB InBev global CMO Marcel Marcondes presented the Creative Brand Lion, awarded to Mastercard. Brand activations and launches on show included DoorDash Ads’ Le Marché Du Quotidien, Amazon Port, ADWEEK House activations (including Adobe programming) and the launch celebration for ADWEEK Dealroom. Creative winners mentioned include The Ordinary’s “The Periodic Fable” (Grand Prix, Smuggler and Uncommon Creative Studio).
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