From field barcode to sunburnt car & free beer: Cannes Outdoor Lions 2026 say it all!

From barcode embedded football field to the ‘last coke in the desert’, it was an eclectic mix of campaign concepts that made it to the coveted list at the Cannes Lions International Festival of Creativity 2026.  

What stands out about these campaigns is the remarkable adaptability of the OOH medium to be integrated seamlessly into popular culture & lifestyle and its ability to turn ordinary spaces into extraordinary brand experiences.     

Mercado Livre’s ‘Field Barcode’ campaign took home the coveted Grand Prix under the Outdoor Lions 2026. Created by GUT São Paulo, Brazil, the campaign transformed football field at the Pacaembu stadium into giant barcodes, seamlessly marrying Mercado Livre’s brand identity with Brazil’s deep-rooted passion for football. The simple yet powerful idea demonstrated how outdoor advertising can turn everyday environments into culturally resonant storytelling canvases, earning the category’s highest honour. 

The Outdoor Lions category received a total of 1,390 entries from across the world this year, out of which 84 campaigns made it to the shortlist. The jury, led by President Aaron Starkman, Global Chief Creative Officer, Rethink, awarded one Grand Prix, 9 Gold Lions, 17 Silver Lions and 24 Bronze Lions, celebrating the year’s most impactful and innovative out-of-home work. 

Here’s a list of this year’s Outdoor Lions Gold winners. 

Heinz Ketchup – ‘Coincidence?’ 

Executed in: Canada 
Creative Agency: Rethink, Toronto 
Media Agency: Carat Chicago / Carat Toronto 
Category: Consumer Goods 

McDonald’s – ‘Gig’, ‘Wedding’ and ‘Bowling’ 

Executed in: United Kingdom 
Creative Agency: Leo, London 
Category: Travel, Leisure, Retail, Restaurants & Fast Food Chains 

De’Longhi – ‘Tiny Coffee Shops’ 

Executed in: Spain 
Creative Agency: Lola MullenLowe, Madrid 
Media Agency: House of Communication Munich 
Category: Special Build 

Back Market – ‘Let’s End Fast Tech’ 

Executed in: France 
Creative Agency: Marcel, Paris 
Category: Challenger Brands 

mycar – ‘Sunburnt Car’ 

Executed in: Australia 
Creative Agency: TBWA\Sydney 
Media Agency: Hearts & Science Sydney 
Category: Single-Market Campaign 

Coca-Cola – ‘The Last Coke in the Desert’ 

Executed in: United States / Brazil  
Creative Agency: VML, New York / São Paulo / Mexico City 
Media Agency: EssenceMediacom Mexico City 
Category: Single-Market Campaign 

Heineken – ‘Could Have Been a Heineken’ 

Executed in: Italy / Brazil 
Creative Agency: LePub, Milan / São Paulo 
Media Agency: Red Star São Paulo 
Category: Social Behaviour