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Cannes Lions PR 2026: KitKat Heist wins PR Lions Grand Prix. Cannes Lions is the annual International Festival of Creativity, held each June in Cannes, France, where agencies and brands compete for Lions trophies in advertising, public relations and related categories. Public relations has had its own category, the PR Lions, since 2009. At the 73rd festival, held June 22 to 26, 2026, the PR Lions Grand Prix went to "The KitKat Heist" for KitKat, entered by Burson London and created by VML in partnership with Burson. By the Everything-PR Editorial Team. Updated October 21, 2026. What is Cannes Lions and where did it start? Cannes Lions began in Venice, not Cannes. The first festival took place there in September 1954 as the International Advertising Film Festival, with 187 film entries from 14 countries, according to Wikipedia's festival history. It alternated between Venice and Cannes for years and settled in Cannes in 1984, per Campaign's history of the festival. The festival is separate from the Cannes Film Festival, which runs in May and focuses on cinema. Cannes Lions runs in June and focuses on advertising, public relations and creativity. | Year | Milestone | | 1954 | First festival, held in Venice | | 1969 | Gold, Silver and Bronze Lions introduced | | 1984 | Festival settles permanently in Cannes | | 2005 | Titanium Lions introduced | | 2009 | PR Lions introduced | | 2011 | Creative Effectiveness Lions launched and "advertising" dropped from the festival name | | 2020 | Festival cancelled for the first time | | 2026 | New integrity standards apply to every entry | How do the PR Lions work? The PR Lions are the festival's dedicated public relations category, judged by a jury of practitioners and open to work from advertising agencies and PR agencies. The International Public Relations Network notes that the category was reviewed in 2019 to reflect PR's shift toward a more strategic function, and that a section called "Excellence in PR Craft" was added in 2024 for independent PR agencies and PR network companies, per its history of PR at Cannes Lions. Entries are grouped into subcategories. The 2026 Grand Prix was awarded in Crisis Communications and Issues Management, and Burson's work for Ford, "Ford Truckle," was shortlisted in the Social Behavior in PR subcategory. The separate PR Agency of the Year title goes to the agency with the most points from shortlisted and winning PR Lions entries. 5WPR: 25 Years Of ExcellencePublic Relations Agency | Media, Marketing and AI Search Talk to [email protected] Who won the PR Lions in 2026? Burson London won the PR Lions Grand Prix and the PR Agency of the Year title in 2026. The facts below come from AdNews's day-three results and Burson's own announcement. | Item | 2026 result | | Festival dates | June 22 to 26, 2026 | | PR Lions entries | 1,156 | | PR Lions awarded | 37 (7 Gold, 12 Silver, 17 Bronze) | | Grand Prix"The KitKat Heist," KitKat, Burson London, created by VML in partnership with Burson | | PR Agency of the Year | Burson London, ahead of Golin Ketchum London and Ninch Company, Buenos Aires | | PR Lions jury president | Dana Tahir, CEO of Havas Red Middle East and Egypt | Burson reported that "The KitKat Heist" also earned four Gold Lions and three Silver Lions, and that the agency won Lions credits on 1001 Optometry's "Magnify-Eye" and Oreo's "Oreo Cows," which took the Titanium Lion, per its newsroom announcement. AdNews published the full day-three results that include the PR Lions count. Who won the PR Lions Grand Prix in 2025? FCB India won the 2025 PR Lions Grand Prix for "Lucky Yatra," a campaign for Indian Railways that addressed fare evasion on Mumbai commuter trains. It was India's first PR Lions Grand Prix, according to Creative Moment's PR roundup. The 72nd festival ran June 16 to 20, 2025, and its PR jury was led by Tom Beckman, Global Chief Creative Officer at Weber Shandwick. Which other Lions can PR work win? PR-led work competes in several Lions besides the PR Lions, and each one rewards a different claim. The table summarizes what each judges. | Lion | What it judges | Why PR teams enter | | PR Lions | Strategic and creative communications where PR leads | The category buyers look for first | | Glass: The Lion for Change | Work that challenges gender inequality and prejudice | Purpose work that moves the conversation through earned attention | | Titanium | Work that breaks new ground | Senior award with no subcategories | | Creative Effectiveness | Previously shortlisted work with measurable results over time | Proof of outcomes, not launch-week attention | | Creative Strategy | The insight and thinking behind the work | Signals planning quality | | Creative Brand | A brand's systems for producing creative work repeatedly | The 2026 Grand Prix went to AB InBev, which signals a target list for new business | | Social and Creator | Social-first ideas and creator partnerships | The 2026 Grand Prix went to Heineken's "Could Have Been a Heineken," by LePub Milan | What did the 2026 integrity rules change? The 2026 integrity standards changed how every entry is checked before it can win. Cannes Lions announced the rules during the 2025 festival, after it investigated a Grand Prix campaign by DM9 for the appliance maker Consul, per MediaPost's report. The five standards, as summarized by Adweek, include: * A two-tier fact-checking system that combines human reviewers and AI analysis. * Mandatory senior sign-off from both the agency and the client on every entry. * Rules for synthetic media and an AI Integrity Handbook. * Bans of up to three years for companies that knowingly submit false or misleading work, and a new Integrity Council for escalated cases. * An annual integrity audit published by the festival. Cannes Lions can withdraw an award at any stage, including after a Lion has been given, if it finds material misrepresentation. Why does a Cannes Lion matter beyond the trophy? A Cannes Lion matters beyond the trophy because winning entries leave a trail of documents that other people reference for years. The festival publishes the case, trade press reports the win, the agency repeats it in pitches and universities teach the work. That trail is why the festival works as a hiring and new-business signal. It is also why the integrity rules matter commercially: a withdrawn award removes the record the agency was counting on. Everything-PR's view is that agencies should treat the case film and the written case as permanent public documents and write them with that in mind. How should a PR agency decide which Lions to enter? A PR agency should enter the Lions where its evidence is strongest, because the integrity rules make weak claims a liability. Use this order of questions. * Is PR the lead discipline? If yes, enter the PR Lions. * Is the work more than a year old with measured results? If yes, consider Creative Effectiveness. * Was the insight the hard part? If yes, consider Creative Strategy. * Did the work change how the category operates? Only then consider Titanium. * Can the client verify every number and sign off on it? If not, do not enter. For how Cannes Lions sits beside the other major PR programs, with calendars, fees and judging, see the PR awards overview. How does Cannes compare with other festivals? Cannes Lions is the industry's awards festival, while other major festivals do different jobs for communications teams. Each one suits a different goal. | Festival | When | Best for | | Cannes Lions | June | Awards, agency credentials and senior buyers | | SXSW | March | Technology, culture and brand activations | | Coachella | April | Creator and celebrity content around a music festival | | Glastonbury | June | A festival that sells out without conventional PR | | Burning Man | Late summer | A brand built without advertising | Frequently asked questions. When was Cannes Lions 2026? The 73rd Cannes Lions International Festival of Creativity ran from June 22 to 26, 2026, at the Palais des Festivals in Cannes, France. Who won the PR Lions Grand Prix in 2026? "The KitKat Heist" for KitKat won the 2026 PR Lions Grand Prix. It was entered by Burson London and created by VML in partnership with Burson. How many PR Lions were awarded in 2026? The PR Lions awarded 37 Lions in 2026 from 1,156 entries: 7 Gold, 12 Silver and 17 Bronze, according to AdNews. When was Cannes Lions founded? The first festival was held in Venice in September 1954. Cannes became its permanent home in 1984, and the PR Lions category was added in 2009. How is Cannes Lions different from the Cannes Film Festival? The Cannes Film Festival runs in May and focuses on cinema. Cannes Lions runs in June and focuses on advertising, public relations and creativity. They share a city but are separate events. Can a company be banned from Cannes Lions? Yes. Under the standards that took effect in 2026, a company that knowingly submits false or misleading work can be banned from the festival for up to three years, and awards can be withdrawn after they are given. EPR Editorial Team The Everything-PR Editorial Team is the staff byline for news, analysis and features on communications, reputation, AI visibility and digital discovery. Everything-PR has published since 2009. AI tools assist with research and drafting, and every article is reviewed by a human editor before publication. Coverage follows the Editorial Policy, and substantive corrections are noted on the article under the Corrections Policy.

Tata Steel spotlights steel recycling in new 'Recycle of Life' campaign film via VML. by Anne Buclatin October 16, 2026. Mumbai, India - Tata Steel has launched "Recycle of Life", a sustainability film created with British animator Martyn Pick and VML, as part of the second phase of its #WeAlsoMakeTomorrow corporate brand campaign, highlighting the role of steel recycling in supporting a more sustainable future. While the first phase, launched in 2018, explored how technology and innovation could shape the future, the latest instalment focuses on sustainability. Through 'Recycle of Life', Tata Steel highlights steel's ability to retain its essential properties through repeated recycling, presenting material circularity as part of building a more sustainable future. Directed by Martyn Pick, Film Director at Meat and Electricity Ltd, 'Recycle of Life' combines live action, computer-generated imagery (CGI) and painted environments to depict steel's repeated transformation, with children representing future generations. The film also features 'Recycle Raga', an original score by Dhruv Ghanekar, Composer and Founder of Wah Wah Music, with vocals by Carnatic singer Sanjay Subrahmanyan, reinterpreting the Indian classical raga system to reflect the concept of transformation through recycling. Pick shared, "To bring this vision to life, I developed a bespoke 'Painting into Pixels' technique that treats digital imagery as wet paint, creating a distinctive textured look. The aim was to visualise the impact of Tata Steel's sustainable processes through look, feel and texture." "Capturing the children's sense of wonder was central to the film, as they represent the spirit of tomorrow. Key was establishing a metamorphic flow, matching Tata Steel's endlessly inventive transformation of materials with the spontaneous creative joy of children," added Pick. "Combining their creative energy with a vibrant colour palette and seamless CGI integration allowed us to create a visual experience aligned to the campaign's message of transformation and responsible progress," concluded Pick. "The music for Tata Steel draws upon the idea of reimagining the Indian classical raga system by reinterpreting how notes are arranged while ascending up the scale. Taking a cue from Tata Steel, an institution that is over a hundred years old, and how it is reinventing itself by recycling steel, the music metaphorically reinterprets the seven notes by recycling the ancient raga system," Ghanekar said. "As the scale ascends upwards, the music recycles, resets, rearranges itself and is reborn at every step. Brought to life by the vocals of renowned Carnatic singer Sanjay Subrahmanyan, the music travels across genres, moods and tempos as it crescendos to finally recycle itself and return to where it started," Ghanekar added. Through 'Recycle of Life', Tata Steel connects the campaign's sustainability message with its target of reaching net zero by 2045 and plans to produce 10-15 million tonnes of steel annually through recycling within the next 10-15 years.