"In order to change the definition of global creative, you have to change the definition of the modern global agency," said Lori Senecal, Global CEO at Crispin Porter + Bogusky.

Saving the world is nice and all, but, of course, most brands can't see past their bottom lines. Luckily (for the future of humanity and all living things), doing good and good business are increasingly one and the same, according to Keith Weed, CMO at Unilever. "If we look at our sustainable living brands -- our brands with 'purpose' in our portfolio -- if we analyze them at a growth level, in 2015 these brands grew faster than they did in 2014," Weed told a rapt audience at the Lumiere Theatre, in Cannes, on Wednesday.

"We want to deliver fresh campaigns that are more relevant to today's consumer," said Unilever's Aline Santos, EVP global marketing, Unilever, at a Thursday session in Cannes.

As a storyteller, TV ad assignments have honed filmmaker Alejandro Gonzalez Inarritu's ability to sythensize and communicate information in short-time frames, he told a Cannes audience Thursday. "When you have to do it in 30-seconds, every second counts."

"We are stepping up our game to give consumers experiences they deserve," says Mark Pritchard, chief brand officer, P&G at a Thursday event in Cannes. The company is embracing creativity as the unique endeavor it is, he says.

The second award, in the Cyber category followed a Grand Prix win in the Creative Data category earlier. A second Cyber Grand Prix was awarded to Leo Burnett's 'Justino.'

Under Armour launched its first national campaign in December 1999 by spending $25,000 on a half-page ad in ESPN magazine. This push was a result of landing a product placement deal in Oliver Stone's Any Given Sunday and Plank wanted to make sure people knew that UA was a real and not fictional brand.

Burger King's McWhopper campaign from Y&R wowed the Media jury judges. Code & Theory, Alison Brod Public Relations, The David Agency, Rock Orange, Turner Duckworth and Horizon also contributed to the campaign.

The New York Times Virtual Reality app and its creators-Tbrand Studio, The Grid (a partnership between Giant Spoon + OMD), Framestore VR Studio, GE, Mini and Google-won the Mobile Grand Prix at Cannes Wednesday night.

J. Walter Thompson Worldwide won the first Grand Prix for Creative Data Collection and Research for the "Next Rembrandt" project it created for client ING. The idea driving the project: exploring innovation in art.