Each year, the Cannes Lions celebrate brilliant creative work from advertising, marketing and communications and is widely considered a pinnacle achievement in the industry. This year, the PR industry broke through and won big across multiple categories, unlocking PR's potential at Cannes and paving the way for even greater achievements. MSL, alongside our clients and partners, received seven Lions in 2024 – one Gold, three Silver and three Bronze. We were recognized for the following campaigns:
Taiwan Organ Sharing Registration and Patient Autonomy Promotion Center's "Paper Organs" (MSL Taiwan)
🦁 GOLD Health & Wellness Lions: Fundraising & Advocacy; SILVER Brand Experience & Activation Lions: Social Behaviour & Cultural Insight; SILVER Design Lions: Promotional Item Design
Combatting the traditional Chinese belief that a body must be whole to ascend into the afterlife, we created paper organs to replace donated organs in Taiwan, encouraging organ donation and easing families' emotional strain during their grieving period.
Bear Naked Granola (WK Kellogg Co.)'s "Naked Trails" (MSL U.S.)
🦁 SILVER Brand Experience & Activation Lions: Consumer Goods
Blazed new trails and embraced the true essence of the great outdoors, helping hikers navigate in the nude by creating America’s first (un)official nude-friendly trail system.
Dunkin' (Inspire Brands)'s "America Runs on Dunkin' [and Ben]" (MSL U.S.)
🦁 BRONZE Creative Strategy Lions: Travel, Leisure, Retail, Restaurants & Fast Food Chains
Reignited America's love for Dunkin' by partnering with Dunkin's biggest fan and cultural icon, Ben Affleck.
Taiwan Organ Sharing Registration and Patient Autonomy Promotion Center's "Hear My Last Wish" (MSL Taiwan)
🦁 BRONZE Direct Lions: Not-for-profit / Charity / Government
Ensured the deceased would be granted their last wish – organ donation – by their successors through powerful voice recordings declaring patients' consent for donation.
Nana's "Taboo Totes" (MSL UAE)
🦁 BRONZE Social & Influencer Lions: Social Behaviour & Cultural Insight
Empowering women to display their menstrual pads boldly across the Middle East, "Taboo Totes" shattered pad shame, effectively utilizing social media's reach and influence, shifting perceptions and driving cultural change.