Cannes Lions 2026 has released the shortlist for the Direct Lions category, one of the Festival’s most strategic competitions for recognising ideas designed to generate response, participation, conversion, interaction and measurable results through creativity aimed at specific audiences.
The Direct Lions celebrate targeted and response-driven creativity, recognising work that uses insights, data, behaviour, media, platforms, experiences and touchpoints to build relationships with consumers, communities, clients or users while inspiring a clear action.
The 2026 Jury President for Direct Lions is Joaquín Cubría, Chief Creative Officer at GUT Argentina. His leadership places one of Latin America’s most influential creative voices at the centre of a category where strategy, effectiveness, culture and execution must work as one integrated system.
The Direct Lions 2026 shortlist includes 127 shortlisted entries, distributed across 34 subcategories covering brand sectors, media, data, digital platforms, mobile, social, gaming, experience, personalisation, social behaviour, market disruption, purpose, humour, local brands and cultural engagement.
The selection confirms that contemporary direct marketing is no longer limited to promotions, coupons or transactional messages. This year’s shortlisted work shows an ecosystem where direct creativity can live in television, social media, gaming, data, physical activations, mobile, commerce, experiences, out-of-home, real-time marketing and participatory formats.
Among the most represented brands in the shortlist are Heineken, Columbia Sportswear, Vaseline, Mercado Livre, McDonald’s, KITKAT, Oreo, Heinz Ketchup, Tecate, Mercado Libre, Frecuencia Latina, True Hockey, Clash Royale, KFC Canada and Uva App. The range of advertisers confirms that Direct Lions has become a cross-category space for consumer goods, entertainment, retail, services, sport, technology, health, government and social causes.
Consumer Goods is the most represented subcategory, with work including “If You Can Take It, It’s Yours” by Selleys; “Lime Guides” by Corona; “Expensive Sh*t” by Huggies; “Dove R/eal Reviews” by Dove Hair; “Resize the Price” by Águila; “Oreo Cows” by Oreo; “The KITKAT Heist” by KITKAT; “Heinz Dipper” by Heinz Ketchup; “Welcome Back, Paisano” by Tecate; and Heineken’s “The Pub That Refused to Die” and “Could Have Been a Heineken”.
The repeated presence of campaigns such as “The KITKAT Heist”, “Could Have Been a Heineken”, “Expedition Impossible”, “Oreo Cows”, “Heinz Dipper”, “Welcome Back, Paisano”, “Scratch Your Data”, “The Golden Zone”, “Game On Ball”, “Copycats Welcome”, “Vaseline Originals” and “Uva Uva Bombón” across several sections highlights the strength of the year’s most complete ideas. These entries compete across different criteria because they connect activation, media, behaviour, culture, platforms and results.
In Travel, Leisure, Retail, Restaurants & Fast-Food Chains, shortlisted entries include “Let It Fly” by Saudia Airlines; “Field Barcode” and “Scratch Your Data” by Mercado Livre; “Scorecoupons” by Mercado Libre; and “The Golden Zone” by McDonald’s. These campaigns show how direct creativity can intervene in the consumer journey and turn everyday moments into participation mechanisms.
In Not-for-Profit, Charity & Government, the shortlist includes “Santa Maria Pueblo Hotel” by Senatur; “Hero Gum” by Gift of Life; “One More Question” by LALCEC; “Bedtime Donations” by Royal Society for Blind Children; and “The Count” by SickKids Foundation. This section confirms Direct Lions as a space for ideas that do more than sell: they mobilise donations, awareness, prevention, public participation and social change.
The media-led sections include Mailing/Programmatic Mail, Small-Scale Media, Large-Scale Media, Broadcast and Print/Outdoor, with campaigns such as “Scratch Your Data”, “Mandatory Vacation Packages”, “The Thousand Sponsors of Muni”, “Crosses for Crisis”, “2036”, “The Coupon Coup”, “Discount Chants” and “The Hot Dog Connection”. The breadth of formats shows that direct contact can be physical, mass, contextual, printed, urban or personalised.
Data and technology emerge as central signals in the shortlist, with work such as “Lucky Fan Index” by Wisła Kraków Football Club; “Game On Ball” by True Hockey; “Chat With the 4th Judge” by The Ring; “Copycats Welcome” by Clash Royale; “Virtual Donors” by Re-Born to Be Alive; and “IKEA Preowned” by IKEA. These campaigns show how direct response can be powered by real-time information, digital platforms, gaming and new interfaces.
Social platforms, mobile and real-time response play a decisive role in Direct Lions 2026, with entries such as “Smudginess?” by Windex; “The KITKAT Heist”; “Kyle F*cking Connor” by KFC Canada; “Welcome Back, Paisano” by Tecate; “Uva Uva Bombón” by Uva App; “The Most Epic Watch Party Group” by Lay’s; and “Build Your Own Super Bowl Commercial” by Uber Eats.
Co-creation and user-generated content also stand out as powerful tools for activating communities, with finalists including “Bedtime Donations”, “The Filet-O-Fish Facebook Society of 2012”, “Vaseline Originals” and “Cheetos Flamin’ Hot Dill Pickle Relaunch”. These works show how brands are using participation, conversation and collective memory as response drivers.
In Craft, the shortlist includes Art Direction/Design, Experience Design, Launch/Relaunch and Personalised Campaigns, with entries such as “The Periodic Fable” by The Ordinary; “Oreo Cows” by Oreo; “Death Wishes” by Columbia Sportswear; “Blinkstop”; “Heinz Dipper”; “Scratch Your Data”; “Copycats Welcome”; “Uva Uva Bombón”; “Vaseline Originals”; “Haven”; “Custom Billboards”; and “Unwatched Goals”. Execution remains essential to turning a direct mechanic into a memorable experience.
The Culture & Context section expands the category through Local Brand, Challenger Brand, Single-Market Campaign, Social Behaviour, Use of Humour, Breakthrough on a Budget, Corporate Purpose & Social Responsibility, Market Disruption and Cultural Engagement. This area shows that the most competitive direct marketing is not only built for immediate response, but also for cultural relevance, social behaviour and brand-building.
Mexico is strongly represented in the shortlist through work such as “Welcome Back, Paisano” by Tecate, created by LePub Mexico City; “Oreo Cows” by Oreo, with participation from VML Mexico City; and “Scorecoupons” by Mercado Libre, created by GUT Mexico City. These entries place the Mexican market within the global conversation around direct creativity, commerce, culture, media and audience activation.
Latin America has a significant presence across the category, with work from Mexico, Colombia, Brazil, Argentina, Peru and Puerto Rico, including “Resize the Price”, “The Golden Zone”, “Field Barcode”, “Scratch Your Data”, “Discount Chants”, “One More Question”, “Prime Time 0.7”, “SOS POS”, “The Thousand Sponsors of Muni” and “Uva Uva Bombón”. The region shows a strong ability to turn cultural context into creative response.
The shortlist brings together work from markets including the United States, the United Kingdom, Canada, Brazil, Spain, Colombia, Mexico, Peru, Italy, Argentina, Singapore, France, Australia, Saudi Arabia, Puerto Rico, New Zealand, Ireland, the United Arab Emirates, Germany, Belgium, Paraguay, Switzerland, Poland, India, the Netherlands and Japan. This geographic range confirms the global scope of the category.
Direct Lions 2026 arrives at a decisive moment for the industry, as brands need to prove that creativity can generate not only awareness, but also interaction, first-party data, conversion, loyalty, social participation and measurable outcomes.
With this shortlist, Cannes Lions 2026 confirms that Direct Lions is one of the categories most closely connected to modern effectiveness. The strongest ideas do not simply reach an audience: they invite people to respond, participate, buy, share, donate, register, play, speak up or change behaviour.
The 2026 edition shows that direct creativity is evolving into a more cultural, technological and experiential system. In Direct Lions, response is no longer only a click or a purchase: it can also be a conversation, a social action, a physical experience, a data signal or a deeper relationship between brand and audience.
Shortlist
Consumer Goods
IF YOU CAN TAKE IT, IT’S YOURS
SELLEYS, HOWATSON+COMPANY
Shortlist
Consumer Goods
LIME GUIDES
CORONA , GREY
Shortlist
Consumer Goods
EXPENSIVE SH*T
HUGGIES, McCANN
Shortlist
Consumer Goods
DOVE R/EAL REVIEWS
DOVE, DAVID
Shortlist
Consumer Goods
RESIZE THE PRICE
AGUILA, DAVID
Shortlist
Consumer Goods
OREO COWS
OREO, VML
Shortlist
Consumer Goods
THE KITKAT HEIST
KITKAT, VML
Shortlist
Consumer Goods
HEINZ DIPPER
HEINZ KETCHUP, RETHINK
Shortlist
Consumer Goods
WELCOME BACK, PAISANO
TECATE, LEPUB
Shortlist
Consumer Goods
THE PUB THAT REFUSED TO DIE
HEINEKEN, LEPUB
Shortlist
Consumer Goods
COULD HAVE BEEN A HEINEKEN
HEINEKEN, LEPUB
Shortlist
Consumer Goods
DEATH WISHES
COLUMBIA SPORTSWEAR, adam&eve\TBWA
Shortlist
Consumer Goods
EXPEDITION IMPOSSIBLE
COLUMBIA SPORTSWEAR, adam&eve\TBWA
Shortlist
Healthcare
THE NIPPLE SPONSORSHIP
VASELINE, OGILVY SINGAPORE
Shortlist
Automotive
BUZZCODES
VOLKSWAGEN, VML
Shortlist
Automotive
FLIPPING NEIGHBORS
VOLKSWAGEN, BERNBACH
Shortlist
Travel, Leisure, Retail, Restaurants & Fast-Food Chains
LET IT FLY
SAUDIA AIRLINES, PUBLICIS KSA
Shortlist
Travel, Leisure, Retail, Restaurants & Fast-Food Chains
FIELD BARCODE
MERCADO LIVRE, GUT
Shortlist
Travel, Leisure, Retail, Restaurants & Fast-Food Chains
SCRATCH YOUR DATA
MERCADO LIVRE, GUT
Shortlist
Travel, Leisure, Retail, Restaurants & Fast-Food Chains
SCORECOUPONS
MERCADO LIBRE, GUT
Shortlist
Travel, Leisure, Retail, Restaurants & Fast-Food Chains
THE GOLDEN ZONE
MCDONALD’S, TBWA\COLOMBIA
Shortlist
Media/Entertainment
THE AD THAT CAN ONLY BE SEEN ON SBS
SPECIAL BROADCASTING SERVICE, DROGA5 ANZ, PART OF ACCENTURE SONG
Shortlist
Media/Entertainment
PRIME TIME 0.7
FRECUENCIA LATINA, FAHRENHEIT DDB
Shortlist
Consumer Services/Business to Business
EVERYBODY COINBASE
COINBASE, ISLE OF ANY
Shortlist
Not-for-Profit / Charity / Government
SANTA MARIA PUEBLO HOTEL
SENATUR, ONIRIA\TBWA
Shortlist
Not-for-Profit / Charity / Government
HERO GUM
GIFT OF LIFE, LOLA USA
Shortlist
Not-for-Profit / Charity / Government
ONE MORE QUESTION
LALCEC, GREY ARGENTINA
Shortlist
Not-for-Profit / Charity / Government
BEDTIME DONATIONS
ROYAL SOCIETY FOR BLIND CHILDREN, INNOCEAN BERLIN
Shortlist
Not-for-Profit / Charity / Government
THE COUNT
SICKKIDS FOUNDATION, TBWA\CANADA
Shortlist
Mailing/Programmatic Mail
SCRATCH YOUR DATA
MERCADO LIVRE, GUT
Shortlist
Mailing/Programmatic Mail
MANDATORY VACATION PACKAGES
CÁMARA COLOMBIANA DE COMERCIO ELECTRÓNICO, NAME
Shortlist
Small-Scale Media
LIME GUIDES
CORONA , GREY
Shortlist
Small-Scale Media
THE THOUSAND SPONSORS OF MUNI
CLUB DEPORTIVO MUNICIPAL, McCANN
Shortlist
Small-Scale Media
RESIZE THE PRICE
AGUILA, DAVID
Shortlist
Small-Scale Media
THE NIPPLE SPONSORSHIP
VASELINE, OGILVY SINGAPORE
Shortlist
Small-Scale Media
THE ORIGINALS FAKE COLLECTION
RENAULT, PUBLICIS
Shortlist
Small-Scale Media
LET IT FLY
SAUDIA AIRLINES, PUBLICIS KSA
Shortlist
Small-Scale Media
FANTASTIC KEYS
MARVEL, THE WALT DISNEY COMPANY FRANCE, MARCEL
Shortlist
Small-Scale Media
HEINZ DIPPER
HEINZ KETCHUP, RETHINK
Shortlist
Large-Scale Media
CROSSES FOR CRISIS
RED CROSS, MUTANT
Shortlist
Large-Scale Media
2036
ASSOCIATION ANTOINE ALLÉNO, HAVAS PARIS
Shortlist
Large-Scale Media
FIELD BARCODE
MERCADO LIVRE, GUT
Shortlist
Use of Broadcast
ONE MORE QUESTION
LALCEC, GREY ARGENTINA
Shortlist
Use of Broadcast
PRIME TIME 0.7
FRECUENCIA LATINA, FAHRENHEIT DDB
Shortlist
Use of Broadcast
THE GOLDEN ZONE
MCDONALD’S, TBWA\COLOMBIA
Shortlist
Use of Print/Outdoor
THE HOT DOG CONNECTION
NATHAN’S FAMOUS, LOLA USA
Shortlist
Use of Print/Outdoor
IF YOU CAN TAKE IT, IT’S YOURS
SELLEYS, HOWATSON+COMPANY
Shortlist
Use of Print/Outdoor
LET’S END FAST TECH
BACK MARKET, MARCEL
Shortlist
Use of Print/Outdoor
THE COUPON COUP
MCDONALD’S, TBWA
Shortlist
Use of Print/Outdoor
DISCOUNT CHANTS
MERCADO LIBRE, GUT
Shortlist
Data-Driven Direct Strategy
MANDATORY VACATION PACKAGES
CÁMARA COLOMBIANA DE COMERCIO ELECTRÓNICO, NAME
Shortlist
Use of Real-Time Data
LUCKY FAN INDEX
WISŁA KRAKÓW FOOTBALL CLUB, VML
Shortlist
Use of Real-Time Data
GAME ON BALL
TRUE HOCKEY, DENTSU CREATIVE
Shortlist
Use of Real-Time Data
CHAT WITH THE 4TH JUDGE
THE RING, BIGTIME CREATIVE SHOP
Shortlist
New Realities & Emerging Tech
GAME ON BALL
TRUE HOCKEY, DENTSU CREATIVE
Shortlist
Gaming
COPYCATS WELCOME
CLASH ROYALE, DAVID
Shortlist
Gaming
VIRTUAL DONORS
ALIVE, AKQA
Shortlist
Use of Digital Platforms
COPYCATS WELCOME
CLASH ROYALE, DAVID
Shortlist
Use of Digital Platforms
IKEA PREOWNED
IKEA, McCANN SPAIN
Shortlist
Use of Digital Platforms
BUILD YOUR OWN SUPER BOWL COMMERCIAL
UBER EATS, SPECIAL
Shortlist
Use of Mobile
SMUDGINESS?
WINDEX, VML
Shortlist
Use of Mobile
COULD HAVE BEEN A HEINEKEN
HEINEKEN, LEPUB
Shortlist
Use of Social Platforms
EXPENSIVE SH*T
HUGGIES, McCANN
Shortlist
Use of Social Platforms
DOVE R/EAL REVIEWS
DOVE, DAVID
Shortlist
Use of Social Platforms
THE KITKAT HEIST
KITKAT, VML
Shortlist
Use of Social Platforms
CODE HER
BOTICARIO, ALMAPBBDO
Shortlist
Use of Social Platforms
THE MOST EPIC WATCH PARTY GROUP
LAY’S, SLAP GLOBAL
Shortlist
Use of Social Platforms
VASELINE ORIGINALS
VASELINE, OGILVY SINGAPORE
Shortlist
Use of Social Platforms
COULD HAVE BEEN A HEINEKEN
HEINEKEN, LEPUB
Shortlist
Use of Social Platforms
EXPEDITION IMPOSSIBLE
COLUMBIA SPORTSWEAR, adam&eve\TBWA
Shortlist
Real-Time Response
KYLE F*CKING CONNOR
KFC, COURAGE
Shortlist
Real-Time Response
THE KITKAT HEIST
KITKAT, VML
Shortlist
Real-Time Response
WELCOME BACK, PAISANO
TECATE, LEPUB
Shortlist
Real-Time Response
UVA UVA BOMBÓN
UVA APP, DE LA CRUZ OGILVY
Shortlist
Real-Time Response
THE GOLDEN ZONE
MCDONALD’S, TBWA\COLOMBIA
Shortlist
Co-Creation & User-Generated Content
BEDTIME DONATIONS
ROYAL SOCIETY FOR BLIND CHILDREN, INNOCEAN BERLIN
Shortlist
Co-Creation & User-Generated Content
THE FILET-O-FISH FACEBOOK SOCIETY OF 2012
MCDONALD’S, LEO
Shortlist
Co-Creation & User-Generated Content
VASELINE ORIGINALS
VASELINE, OGILVY SINGAPORE
Shortlist
Co-Creation & User-Generated Content
CHEETOS FLAMIN’ HOT DILL PICKLE RELAUNCH
CHEETOS, GUT
Shortlist
Art Direction/Design
THE PERIODIC FABLE
THE ORDINARY, UNCOMMON CREATIVE STUDIO
Shortlist
Art Direction/Design
OREO COWS
OREO, VML
Shortlist
Art Direction/Design
DEATH WISHES
COLUMBIA SPORTSWEAR, adam&eve\TBWA
Shortlist
Experience Design
BLINKSTOP
BLINKSTOP, 82.5 MUMBAI
Shortlist
Experience Design
HEINZ DIPPER
HEINZ KETCHUP, RETHINK
Shortlist
Experience Design
SCRATCH YOUR DATA
MERCADO LIVRE, GUT
Shortlist
Launch/Relaunch
COPYCATS WELCOME
CLASH ROYALE, DAVID
Shortlist
Launch/Relaunch
UVA UVA BOMBÓN
UVA APP, DE LA CRUZ OGILVY
Shortlist
Launch/Relaunch
VASELINE ORIGINALS
VASELINE, OGILVY SINGAPORE
Shortlist
Launch/Relaunch
SIMPLY NKD™ THE RENAISSANCE OF SNACKING
SIMPLY NKD™ , GUT
Shortlist
Personalised Campaigns
HAVEN
SUNCORP INSURANCE, LEO AUSTRALIA
Shortlist
Personalised Campaigns
CUSTOM BILLBOARDS
MERCADO LIBRE, GUT
Shortlist
Personalised Campaigns
UNWATCHED GOALS
BRAHMA, AFRICA CREATIVE
Shortlist
Local Brand
SOS POS
BCP, CIRCUS GREY
Shortlist
Local Brand
THE THOUSAND SPONSORS OF MUNI
CLUB DEPORTIVO MUNICIPAL, McCANN
Shortlist
Local Brand
CAREFLEET
RENAULT, PUBLICIS CONSEIL
Shortlist
Challenger Brand
SEAT WITH A VIEW
FLYNAS, VML
Shortlist
Challenger Brand
THE BIG REDEMPTION
FRONTIER AIRLINES, BARKLEYOKRP
Shortlist
Challenger Brand
THE PERIODIC FABLE
THE ORDINARY, UNCOMMON CREATIVE STUDIO
Shortlist
Challenger Brand
UVA UVA BOMBÓN
UVA APP, DE LA CRUZ OGILVY
Shortlist
Single-Market Campaign
KYLE F*CKING CONNOR
KFC, COURAGE
Shortlist
Single-Market Campaign
IN LIVING MEMORY
BRITISH HEART FOUNDATION, SAATCHI & SAATCHI
Shortlist
Single-Market Campaign
OREO COWS
OREO, VML
Shortlist
Single-Market Campaign
WELCOME BACK, PAISANO
TECATE, LEPUB
Shortlist
Single-Market Campaign
THE PUB THAT REFUSED TO DIE
HEINEKEN, LEPUB
Shortlist
Social Behaviour
RIVAL BET
BETCLIC, BUZZMAN
Shortlist
Social Behaviour
GAME ON BALL
TRUE HOCKEY, DENTSU CREATIVE
Shortlist
Social Behaviour
NO RETURN POLICY
DECATHLON, RETHINK
Shortlist
Social Behaviour
CODE HER
BOTICARIO, ALMAPBBDO
Shortlist
Social Behaviour
DRESSED FOR WIMBLEDON
STELLA ARTOIS, GUT
Shortlist
Social Behaviour
IFTAR O’CLOCK
7-ELEVEN, TBWA\MALAYSIA
Shortlist
Social Behaviour
CHUPA CHUPS IMPOSSIBLE
PERFETTI VAN MELLE, BBH
Shortlist
Social Behaviour
THE WINTER COAT HOTEL
FLYTOGET, ANORAK NOA
Shortlist
Social Behaviour
TRUCKLE
FORD F-150, BURSON
Shortlist
Social Behaviour
COULD HAVE BEEN A HEINEKEN
HEINEKEN, LEPUB
Shortlist
Social Behaviour
EXPEDITION IMPOSSIBLE
COLUMBIA SPORTSWEAR, adam&eve\TBWA
Shortlist
Use of Humour
EXPEDITION IMPOSSIBLE
COLUMBIA SPORTSWEAR, adam&eve\TBWA
Shortlist
Breakthrough on a Budget
PRIME TIME 0.7
FRECUENCIA LATINA, FAHRENHEIT DDB
Shortlist
Breakthrough on a Budget
HOCKEY SMILE
KFC, COURAGE
Shortlist
Corporate Purpose & Social Responsibility
SUPERNOVA ADAPTIVE
ADIDAS, TBWA\CANADA
Shortlist
Corporate Purpose & Social Responsibility
PROTECT THE PEANUT
MARS SNACKING, BBDO
Shortlist
Market Disruption
SOS POS
BCP, CIRCUS GREY
Shortlist
Market Disruption
PROTECT THE PEANUT
MARS SNACKING, BBDO
Shortlist
Market Disruption
THE KITKAT HEIST
KITKAT, VML
Shortlist
Market Disruption
DE’LONGHI COMPUTER
DE’ LONGHI, LOLA
Shortlist
Cultural Engagement
THE KOLHAPURI
KALAPURI, VML INDIA
Shortlist
Cultural Engagement
VOICE OF FOOD
AJINOMOTO CO., DENTSU INC.
Shortlist
Cultural Engagement
CHAPTERS OF HOPE
LA FABRICA, McCANN SPAIN
