Now that we’ve had a moment to recover from this year’s Cannes Lions, it’s a chance to reflect properly. It’s always hard to choose favourites, as there is so much work to see. But aside from the Film Grand Prix-winning Claude spot, three campaigns stood out to us because they help solve genuine, important problems affecting millions of people. Turning wedding rice waste into a lifeline for farmers The Creative Business Transformation Grand Prix went to ‘The Wedding Rice’ by McCann Athens for Wikifarmer. Celebrating newlyweds with rice ‘confetti’ is a traditional wedding practice in Greece, but it wastes perfectly good rice. To help struggling farmers, Wikifarmer created a special Wedding Rice made from split rice that can’t be sold in stores due to EU law. Proving football fans really do bring their team luck The Creative Commerce Grand Prix went to ‘Lucky Fan Index’ by VML Warsaw for Wisła Kraków Football Club. Every fan believes they bring their team luck, but nobody has ever been able to prove it. Wisła’s AI-powered index analysed 250,000 fan profiles against 200+ match metrics, cross-referencing each supporter’s stadium attendance with what actually happened on the pitch. Every fan received a personal ‘luck score’, which the club then turned into commerce: the luckiest fans earned VIP invitations, while the statistically cursed were consoled with discounts on club merchandise. It made Wisła the first European football club to win a Cannes Lions Grand Prix, one of six Lions the campaign took home. Cancelling your bank card without a phone The Creative Data Grand Prix went to ‘SOS POS’ by Circus Grey, Lima for BCP Bank. Phone theft is a common issue in Lima, Peru’s capital. The problem? You can’t cancel banking app access without calling your bank, which you can’t do without a phone. BCP Bank worked with local retailers to provide an ingenious solution using POS machines. Want to see who else won? Every Grand Prix winner, all in one place. We’ve gathered the lot into a single playlist for you to binge: watch every Grand Prix winner. And if Cannes gave you the itch to make award-worthy work of your own, our Advertising Masters course is taught by Cannes Lions-winning practitioners and packed with award winning case studies to match.