Creativity as a catalyst for retail innovation

In an increasingly fragmented media world, it becomes ever harder for retailers and brands to get their messages and campaigns across to consumers. We asked the team at Cannes Lions – the global standard recognising the very best advertising in the world – to highlight those retailers and brands that picked up much deserved awards at this year’s awards.

In today’s competitive landscape, where consumers are more discerning than ever, retailers must innovate to stand out, meet evolving needs and deliver value in unexpected ways. At Cannes Lions 2025, the global stage for creative excellence, brands showcased how creativity can tackle real-world challenges, from navigating economic pressures to responding to shifting consumer behaviours.

This year’s winning work reimagined the path to purchase, meeting consumers where they are – whether online, instore or through unexpected channels. They addressed the realities of tight budgets and busy schedules while offering convenience or a moment of levity. These ideas didn’t just sell products, they reshaped how brands interact with their audiences, proving that creativity is a powerful tool for growth and loyalty.

Call of Discounts  | Mercado Livre | GUT São Paulo | Grand Prix, Entertainment Lions for Gaming

To connect with Gen Z consumers, who were disengaging from traditional advertising, Latin American e-commerce platform Mercado Livre partnered with Neymar Jr. for a live Twitch Prop Hunt event. Gamers earned real-time coupons every time they spotted the football star, driving 16,000 coupon redemptions and over US$1.3m in sales. This entertainment-first approach highlighted how gamification can turn engagement into revenue, earning the Grand Prix in the Entertainment Lions for Gaming.

Price Packs | PENNY | Serviceplan Germany, Munich | Grand Prix, Print & Publishing Lions

To communicate its price stability amid rising costs, German discount supermarket chain PENNY used packaging that prominently displayed their prices, resonating with budget-conscious shoppers. This simple yet effective strategy led to the store’s best sales month ever, showcased how to turn transparency into trust during economic uncertainty and earned the brand a Grand Prix in the Print & Publishing Lions.
 

Sweet Suspicion: A Deliciously Festive Whodunnit | Waitrose & Partners | Manning Gottlieb OMD, London | Gold, Media Lions

Waitrose brought intrigue to the holiday season with a two-part whodunnit centred on a stolen dessert. By mimicking a TV drama with teasers, live debates and daily social media clues, the campaign captivated its audience. The result? Record-breaking sales, a 2% point NPS gain versus their competitor and the highest talkability score in a decade. The work seamlessly blended entertainment with brand storytelling and took home a Gold Lion in Media.

Certified Toasters | Goodman Fielder Baking | DDB New Zealand, Auckland | Silver, Direct Lions

Vogels, a New Zealand bread brand, turned its reputation for being hard to toast into a growth opportunity. Partnering with retailer The Warehouse, the brand certified toasters with the perfect settings for its bread, turning every toaster in-store and online into a mini-billboard. The campaign drove a 64% sales increase at The Warehouse and an 8% boost in toaster sales, proving the power of cross-category collaboration and picking up a Silver Lion in Direct.

U up? | IKEA | Rethink, Toronto | Gold, Social & Creator Lions

IKEA took a culturally relevant approach to mattress sales by sending over 3 million ‘u up?’ messages via Instagram, offering 15% off any IKEA mattress to respondents. Targeting Canadians at night, when sleep was top of mind, the campaign drove a 17% increase in online visits and a 36% increase in mattress sales year-on-year. This cheeky strategy earned a Gold Lion in Social & Creator and demonstrated how humour can drive engagement.  

The Rewards Bag | TATA | VML, Montevideo | Gold, Media Lions

Uruguayan supermarket chain Tata combined sustainability with savings by creating a reusable bag that doubles as a discount. This initiative increased store sales by 16%, registered customers by 62% and reduced single use bag sales by 92%. The Rewards Bag took home a Gold Lion in Media, showcasing how simple innovations can drive both environmental and retail impact.  

Key takeaways

• Transform perceived weaknesses into strengths. What products or pain points could you turn into selling opportunities that resonate with customers?
• Make every touchpoint work harder. How can everyday items or interactions double as brand assets to drive loyalty and visibility beyond the store.
• Build campaigns that evolve. How can you create multi-channel narratives that unfold over time to keep customers engage and drive sustained interest?

For more inspiration from the world’s most innovative campaigns, explore Cannes Lions winners and discover the work that’s shaping the future of retail at lovethework.com.

And the 2026 Cannes Lions sees the launch of a brand-new category which will recognise the capabilities that brands are building inhouse to facilitate creativity and innovation. For more information see the criteria for the Creative Brand Lion here.