Cannes Day 4: Where Strategy seduced, Innovation impressed, and Experience stole the show… Today was all about brains and bravado. The categories? Brand Experience, Innovation, Creative Strategy, Business Transformation, and Effectiveness, which, quite frankly, sounds like a management consultancy away day. But fear not. Cannes turned it into a creative masterclass. These were the campaigns that didn’t just sparkle, they scaled. Ideas with PowerPoint credentials and poolside charisma. The kind of work that gets the CMO’s approval and a TikTok remix. Let’s take a look at who’s nabbed the glory today: Brand Experience and Activation Grand Prix Winner 🏆 Preserved Promos VML, New York / Ziploc Innovation Grand Prix Winner 🏆 Sounds Right AKQA, Copenhagen / Museum for the United Nations / UN Live, Spotify Creative Business Transformation Grand Prix Winner 🏆 Axa - Three Words Publicis Conseil, Paris / Axa Creative Effectiveness Grand Prix Winner 🏆 Shot on iPhone TBWA\Media Arts Lab, Los Angeles / Apple Creative Strategy Grand Prix Winner 🏆 Real Beauty: How a Soap Brand Created a Global Self-Esteem Movement Ogilvy UK, London / Dove Luxury Grand Prix Winner 🏆 The Partnership that Changed Everything Havas Play, Paris / LVMH And that’s a wrap on day four. A standing ovation for the strategists, innovators, and transformation specialists who made business feel like theatre and ROI sound downright romantic. Cannes showed today that real creativity doesn’t just dazzle, it delivers. Tomorrow we hit the home stretch, with more Lions, more legends, and the inevitable moment when someone realises their lanyard is still on a yacht… along with their dignity and half a pitch deck. 😅 Until then…