An ad campaign celebrating sexual intimacy won the Pharma Grand Prix Lions award at Cannes Monday night, following the first day of discussions, keynote addresses and other activity at this year’s Festival of Creativity.  

The ad was created by Ogilvy Shanghai for Viagra and used a long-exposure film technique to tell intimacy stories of couples. 

Sibling agency Ogilvy Singapore won the Grand Prix in the Health & Wellness category for a campaign for Vaseline (“Vaseline Verified”) that used creators and company scientists to verify or debunk some of the viral hacks that the petroleum jelly has been used for. 

The Lions Health and United Nations Grand Prix For Good went to a campaign for the New Zealand Herpes Foundation designed to fight (with humor) the stigma that people with the virus often endure. The campaign (“The Best Place In The World To Have Herpes”) was from agency Motion Sickness Auckland.  

A campaign called “One Second Ads” for Budweiser from Africa Creative DDB Sao Paulo won the Grand Prix in the Audio & Radio category. It featured the first notes of some of the world’s best-known songs and then challenged fans to identify the songs on social media.  

A campaign (“Price Packs”) for German supermarket discount chain Penny by Serviceplan Munich won the Grand Prix in the Print & Publishing category. The campaign featured packaging focused entirely on price.  

Two Grands Prix were awarded in the outdoor category, including one for KitKat’s “Phone Break” campaign from VML Prague that was the first ever Grand Prix for the Czech Republic. The campaign recreated familiar public moments like commuters glued to their phones while waiting for their ride, but swapped phones for KitKats and featuring the “Have a break, have a KitKat” tagline.  

The second Outdoor Grand Prix was awarded to Olympic Games Opening Ceremony Paris 2024’ for Paris 2024, by Havas Paris, Paname 24 Paris (et al). The creative reimagined what an Olympic ceremony could be by taking it out of a stadium and into the heart of Paris. By transforming the Seine into a 6-kilometre stage, it created an immersive experience that embodied France's fundamental values of “Liberty, Equality, Fraternity”. 

Pictured above is an image from Ogilvy Singapore's Health & Wellness Grand Prix winning campaign for Vaseline.