AUDIO & RADIO LIONS The Misheard Version | Specsavers | Golin London This mass hearing test used a special version of Rick Astley’s Never Gonna Give You Up to make hearing loss less scary. THE MISHEARD VERSION

BRAND EXPERIENCE & ACTIVATION LIONS The First Edible Mascot | Pop-Tarts | Weber Shandwick, Chicago Pop-Tarts marked its new college football bowl sponsorship by feeding its mascot to the winning team on the field. THE FIRST EDIBLE MASCOT

CREATIVE B2B LIONS Meet Marina Prieto | JCDecaux | DAVID Madrid To prove the power of out-of-home, JCDecaux turned a Galician grandma into an Instagram hero – using unbooked media spaces to spotlight her posts. MEET MARIA PRIETO

CREATIVE BUSINESS TRANSFORMATION LIONS Refurb | Philips | LePub, Amsterdam Tech company Philips promoted returned products as an exclusive range to raise awareness for the hidden issue of e-waste. REFURB

CREATIVE COMMERCE LIONS Renault - Cars to Work | Renault | Publicis Conseil, Paris Renault helped social mobility in France by offering cars to job seekers where public transport was lacking. RENAULT - CARS TO WORK

CREATIVE DATA LIONS Room for Everyone | Mastercard | McCann Poland, Warsaw This app united Polish and Ukrainian businesses, using Mastercard data to show that they’re more successful when they work side by side in Poland. ROOM FOR EVERYONE

CREATIVE EFFECTIVENESS LIONS It Has To Be Heinz | Heinz Ketchup | Rethink, Toronto To reignite the brand’s appeal, Heinz capitalised on timely cultural moments to reinforce its iconic status. Its US retail sales grew by nearly 50% and reached $851m in 2023. IT HAS TO BE HEINZ

CREATIVE STRATEGY LIONS A Piece of Me | KPN | Dentsu Creative, Amsterdam Partnering with Dutch singer MEAU, telco KPN created a viral track that helped pass the Dutch Sexual Crimes Act. A PIECE OF ME

DESIGN LIONS Sightwalks | Sol Cement | Circus Grey, Lima Peruvian cement brand Sol enhanced tactile paving – lines on pavements that help visually impaired people navigate – to help users recognise their destination. SIGHTWALKS

DIGITAL CRAFT LIONS Spreadbeats | Spotify | FCB New York In a bid for media planners’ budgets, Spotify created the first music video coded and experienced within an Excel spreadsheet. SPREADBEATS

DIRECT LIONS The Everyday Tactician | Xbox | McCann London To promote the launch of Football Manager 2024, Xbox invited gamers to apply for a performance tactician job. The selected gamer applied their in-game skills to help Bromley FC achieve its best season ever. THE EVERYDAY TECHNICIAN

ENTERTAINMENT LIONS We Are Ayenda | WhatsApp | Creative X, Palo Alto This Amazon Prime documentary charted the heroic escape of the Afghan Girls National Football Team from Afghanistan after the Taliban took power in 2021. It also showed how WhatsApp can create a safe space for people in need. WE ARE AYENDA

ENTERTAINMENT LIONS FOR GAMING The Everyday Technician | Xbox | McCann London Xbox invited gamers who’d sharpened their skills on Football Manager to apply for a real job: managing Bromley FC. THE EVERYDAY TECHNICIAN

ENTERTAINMENT LIONS FOR MUSIC Errata at 88 | Diageo | AlmapBBDO, São Paulo Whisky brand Johnnie Walker revived a forgotten female pioneer of Bossa Nova in Brazil, helping secure her place in cultural history. ERRATA AT 88

ENTERTAINMENT LIONS FOR SPORT WoMen’s Football | Orange | Marcel Paris Telco Orange deepfake technology to prove that the only difference between men’s and women’s football is the prejudice faced by women players. WOMEN’S FOOTBALL

WoMen’s Football | Orange | Marcel Paris This deepfake duped people into watching women’s football by swapping the faces of women players with the men’s squad. WOMEN’S FOOTBALL

FILM CRAFT LIONS The Square Meter | Hornback D.I.Y. / Home Improvement Superstores | Heimat\TBWA, Berlin German furniture retailer Hornbach responded to the cost-of-living crisis with a pantomimic film showing the endless possibilities of a square metre. THE SQUARE METER

GLASS: THE LION FOR CHANGE Transition Body Lotion | Unilever | Ogilvy Singapore Vaseline worked with trans women in Thailand for two years to create a lotion that met their specific needs. TRANSITION BODY LOTION

GRAND PRIX FOR GOOD The First Speech | Reporters Without Borders | INNOCEAN Berlin In 2024, the biggest electoral year in history, Reporters Without Borders Germany created three films – Russia, Turkey and Venezuela – that revisit the inaugural speeches of modern autocrats, juxtaposing their hopeful words with the harsh realities they impose. THE FIRST SPEECH

HEALTH & WELLNESS LIONS The Last Barf Bag | Dramamine | FCB Chicago Anti-nausea brand Dramamine used a museum exhibit and documentary to bid farewell to the sick bags it claims to have made obsolete. THE LAST BARF BAG

INDUSTRY CRAFT LIONS The 100th Edition | Frankfurter Allgemeine Zeitung | Scholz & Friends, Berlin German newspaper Frankfurter Allgemeine Zeitung marked the 100th iteration of its ‘brilliant minds’ campaign with an interview with a 102-year-old Holocaust survivor, Margot Friedländer. THE 100TH EDITION

INNOVATION LIONS Voice 2 Diabetes | KVI Brave Fund Inc | Klick Health, Toronto By examining features like pitch and intensity, ‘Voice 2 Diabetes’ allows everyone with a mobile phone to receive a diagnosis through voice analysis. VOICE 2 DIABETES

LIONS HEALTH GRAND PRIX FOR GOOD Child Wedding Cards | UN Women | Impact BBDO, Dubai By asking young girls to sketch wedding invites and send them to lawmakers, UN Women persuaded the Federal Islamic Court to raise the minimum age of marriage to 18. CHILD WEDDING CARDS

LUXURY & LIFESTYLE LIONS LOEWE x Suna Fujita | LOEWE | LOEWE, Madrid LOEWE collaborated with Suna Fujita, an undiscovered Japanese ceramicist studio, to create a stop-motion film that brings to life the world created by Suna Fujita in its designs. LOEWE X SUNA FUJITA

MEDIA LIONS Handshake Hunt | Mercado Libre | GUT São Paulo Sales on e-commerce website Mercado Libre rose by 80% following a Black Friday treasure hunt inspired by its logo. HANDSHAKE HUNT

Find Your Summer | Magnum | LOLA MullenLowe, Madrid To avoid the winter sales slump, Magnum created digital billboards that directed people towards sunny spots in the city, as well as nearby stores selling discounted ice creams. FIND YOUR SUMMER

PHARMA LIONS Magnetic Stories | Siemens Healthineers | Area 23, an IPG Health Network Company, New York ‘Magnetic Stories’ turns the intimidating sounds of MRI machines into engaging children’s audiobooks to reduce young patients’ anxiety. MAGNETIC STORIES

PR LIONS The Misheard Version | Specsavers | Golin London Specsavers increased hearing test bookings by 1220% above target by re-recording a famously misheard song by artist Rick Astley. THE MISHEARD VERSION

PRINT & PUBLISHING LIONS Recycle Me | Coca-Cola | Ogilvy New York Coca-Cola’s ‘Recycle Me’ campaign leverages the brand’s global recognition to communicate its clear message on sustainability and recycling. RECYCLE ME

SOCIAL & INFLUENCER LIONS Michael CeraVe | CeraVe | Ogilvy PR, New York Skincare brand CeraVe sparked rumours that celebrity namesake Michael Cera had developed the product, then used its Super Bowl film to dispel them. MICHAEL CERAVE

SUSTAINABLE DEVELOPMENT GOALS LIONS Renault - Cars to Work | Renault | Publicis Conseil, Paris Renault offered free cars to job seekers in parts of France that were underserved by public transport. RENAULT - CARS TO WORK

TITANIUM LIONS DoorDash-All-The-Ads | DoorDash | Wieden+Kennedy Portland To prove that it could deliver more than just food, DoorDash promised to deliver a product from every ad aired during the Super Bowl to one lucky viewer. DOORDASH-ALL-THE-ADS