The Coca‑Cola Company Delivers Big at Cannes with 13 Wins Across Global Campaigns

‘Shades of Red’ (Coca‑Cola/Mexico)

Outdoor: Special Build 

Coca‑Cola revived 12,700 faded awnings from changarros, taquerías, tiendas and other small businesses across Mexico, turning worn storefronts into bold expressions of community pride. The retired awnings — which are deeply embedded in the country’s cultural fabric — were repurposed into billboards, merch and more. The innovative campaign also featured a hero film, social content and personalized cans for shop owners matching each awning’s unique shade of red. 

‘Shades of Red’ also won Bronze Lions in the Outdoor: Consumer Goods and Brand Experience: Single Market Campaign categories.

‘The Athletes Code’ (Powerade/USA)

Brand Experience: Corporate Purpose & Social Responsibility 

Powerade changed the game by legally protecting athletes’ right to pause partnership commitments to prioritize their mental health, refuel and come back stronger. Stars from the Team Powerade roster, led by Tatjana Smith, Alex Morgan and Douglas Matera, amplified this bold, industry standard-setting commitment by sharing their own personal stories via Powerade-branded creative. 

‘The Athletes Code’ also won a Bronze Lion in the Brand Experience: Sponsorship & Brand Partnership category.

‘The Girl Who Played The Tutari’ (Coke Studio/India)

Entertainment Lions for Music: Cultural Engagement

Coke Studio Bharat challenged an 800-year-old gender norm by featuring Nilaksha Borhade as the first woman to publicly play the Tutari, an Indian trumpet traditionally reserved for men. By transforming a symbol of war and power into one of equality and collective strength, the groundbreaking music platform sparked national conversation, inspiring a movement and turning a single act of defiance into a cultural shift embraced by millions.

‘Balikbayan Magic: Philippine Oriental Food Market’ (Coca‑Cola/Canada)

Outdoor: Social Behavior 

Coca‑Cola brought new magic to the Filipino tradition of Balikbayan boxes by transforming Toronto’s oldest Sari-Sari store into a festive hub and covering shipping costs for families. The campaign celebrated community connection during the holiday season.

‘Meet Me at the Coke Sign’ (Coca‑Cola/Australia)

Outdoor: Social Behavior 

Coca‑Cola celebrated 50 years of its iconic King’s Cross sign by turning the beloved billboard into a living archive of local stories. A QR code invited Sydneysiders to share personal memories tied to the landmark, which were brought to life online and across the city, transforming the sign from static icon to symbol of shared connection.

‘Thanks for Coke-Creating’ (Coca‑Cola/Global)

Media: Co-Creation of Branded IP

Coca‑Cola embraced the colorful, unofficial logos painted on shopfronts worldwide by transforming “errors” into art. The celebration of local creativity spotlighted artists and store owners in Australia, India, Indonesia, South Africa, Brazil, Mexico and other markets by featuring their “unofficial” creations in local outdoor, print and social media creative, turning grassroots passion for the brand into a movement of authenticity and community. Informal logos even graced limited-edition Coca‑Cola cans and appeared in a fine art photography book.

‘Thanks for Coke-Creating’ also won a Bronze Lion in the Brand Experience: Social Behavior category.

‘Classic’ (Coca‑Cola/Great Britain)

Outdoor: Consumer Goods 
Industry Craft: Art Direction, Print and Publishing

Long before hashtags and headlines, Coca‑Cola found its way into some of the world’s most iconic novels — not as product placement, but as an authentic reflection of everyday life. Coca‑Cola honored World Book Day by unearthing real mentions from classic novels like The Shining by Steven King, replacing the written name with its iconic logo in beautifully crafted recreations. 

‘Emoji Coke’ (Coca‑Cola/Saudi Arabia)

Creative Commerce, Consumer Goods

Coca‑Cola brought the red-and-white soda emoji to life in the Middle East with a gamified campaign featuring limited-edition collectible cups and a rewards microsite featuring meal combos, exclusive entertainment offers and more.