WPP: Creative Company of the Year

Coca-Cola relaxed its brand guidelines by integrating local shops’ logo imitations into its official comms. It resulted in a 95% surge in positive brand sentiment, reached 3.78 billion people and won eight Lions, including a Gold in Industry Craft. Juror Steve Colmar, Chief Creative Officer at Publicis Groupe Portugal, said: “It’s such a powerful cultural insight, recognising the role and the impact that businesses have had on the brand.”

Sol Cement enhanced a tactile signage system for visually impaired people to help them identify nearby services. Winner of eight Lions including the Grand Prix in the Design Lions, it launched in Miraflores, Peru's busiest district, before expanding nationwide. Design Lions Jury President Fura Johannesdottir, Former Chief Creative Officer at Huge, said: “If you understand the lives of others better, you can come up with amazing solutions that are very simple.”

Vaseline launched a skincare product specifically for trans women. Co-created with the community over two years, the lotion saw purchase intent skyrocket 725% above the benchmark in Thailand. “It made its customers feel seen, respected and included, representing a holistic approach to gender equality at its finest,” said Cindy Gallop, Founder and CEO of MakeLoveNotPorn, Jury President of Glass: The Lion For Change where ‘Transition Body Lotion’ was awarded the Grand Prix.

An outdated law in Argentina required Down syndrome individuals to renew disability certificates each year. ASDRA, a Down syndrome nonprofit, introduced live debate analysis during the 2023 presidential elections that compared candidates’ promises to their straightforward call for a new disability law. By using data to expose empty promises and strengthen ASDRA’s proposal, the campaign convinced the government to approve the new law.

Throat sweets brand Halls reinforced its mission – to help people breathe better – with a tongue-in-cheek radio campaign reminding people to breathe through life’s daily challenges. This shows how brands can build trust with consumers by being a relatable, reassuring presence.

Print & Publishing Grand Prix ‘Recycle Me’ physically crushed the iconic Coca-Cola logo to reinforce the soft drink giant’s commitment to recycling. The campaign spanned OOH, print and digital across the Americas, achieving 140m impressions in the first week and demonstrating how an understated approach can stand out. Jury President John Raúl Forero, President and Chief Creative Officer at DDB Colombia, described it as “elegant, pure, beautifully crafted, simple and bold”.