Adidas, Oasis Win Cannes Lions Entertainment Grand Prix
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- Adidas and Oasis won the Entertainment Lions Grand Prix for "Original Forever," a tour merch partnership created with New York agency Johannes Leonardo and Adidas London, selected from 656 total entries
- Adidas said the Oasis collaboration helped drive a 12% increase in "lifestyle revenues" for 2025, alongside double-digit growth for its Originals brand
- Chris Beresford-Hill, BBDO Worldwide's chief creative officer and jury president, said the work stood apart because it "understood the moment perfectly" rather than trying to manufacture relevance
- Adidas-Oasis also won the Entertainment Lions for Music Grand Prix, sharing that category with Rosalía's "Berghain" featuring Björk and Yves Tumor, created by Canada Barcelona
- Google won the Digital Craft Grand Prix for "Project Genie," a first-of-its-kind consumer interface built on DeepMind's Genie 3 model
- Coinbase won the Film Craft Grand Prix for "Your Way Out," a video-game-aesthetic film challenging perceptions of the financial system, created by Isle of Any
- Apple took the Design Grand Prix for its Apple TV rebrand by TBWA\Media Arts Lab, while De'Longhi won Industry Craft for "Tiny Coffee Shops" and Supercell's Clash Royale won Gaming for "Copycats Welcome"
Why it matters: Grand Prix wins at Cannes Lions carry direct revenue stakes — Adidas attributed a 12% jump in 2025 lifestyle revenues in part to the Oasis partnership. Apple, Google, and Coinbase also claimed top honors, placing major tech and finance brands alongside consumer stalwarts in this year's top creative tier.
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