Insight

Global brands' creative use of print advertising

Words by: Ulbe Jelluma

This is the second part of our series showcasing global brands that won at the Cannes Lions 2025 Print & Publishing category. These campaigns prove that print remains a powerful complement to online and other channels, delivering impact in ways digital alone cannot. Significantly, according to the Top 100 Consumer Goods Companies 2024 ranking, six of the world’s top ten consumer goods companies—household names behind everyday products—integrate print into their media plans. These are some of the world’s biggest and most influential advertisers, demonstrating that print is not just for niche or local campaigns but an essential channel for global consumer brands. For younger media and creative professionals, it is a clear signal: print deserves a place in your media plans and creative proposals, right alongside today’s digital-first strategies.

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Cornetto – “Unwrap Your Summer”

Award: Bronze Lion

Agency: Lola MullenLowe Madrid

Cornetto’s award-winning “Unwrap Your Summer” campaign centred on a simple insight: unwrapping a Cornetto ice cream marks the start of summer. The creative team at LOLA MullenLowe Madrid turned the act of tearing open the distinctive paper wrapper into a metaphor for unleashing summertime joy.

The ads removed all copy, product shots, and logos, letting the wrapper itself tell the story. This simple, universal creative approach made Cornetto synonymous with the season and reinforced it as an essential part of summer moments.

Stella Artois – “The Sip of Sanctuary”

Award: Gold Lion

Agency: Grey London

Stella Artois’ Gold-winning campaign, “The Sip of Sanctuary”, developed by Grey London, explored the ritual of enjoying a pint in even the most crowded settings. The hero execution, “Claustrobars”, depicted bustling bars where, amid the chaos, one person calmly savours a Stella Artois chalice.

The tagline “Worth it” emphasised the premium experience of choosing Stella Artois. Strong visual storytelling and the iconic chalice as a brand symbol helped the campaign resonate globally and secure its win.

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KitKat – “Phone Break”

Award: Silver Lion

Agency: VML Prague

KitKat revisited its iconic “Have a Break” message for the smartphone age with the “Phone Break” campaign. The work highlighted how often we reach for our phones during downtime—waiting for a bus, meeting a friend, or standing in a queue—rather than taking a real break.

The campaign encouraged audiences to put down their phones and pick up a KitKat instead, reminding us that small, mindful moments of rest are worth cherishing.

Persil – “Every Stain Should Be Part of the Game”

Award: Bronze Lion

Agency: MullenLowe UK

Persil addressed the stigma surrounding period stains in sports, aiming to empower athletes to play without fear or shame. The campaign showcased real photographs of female athletes experiencing period stains during play, challenging perceptions and encouraging acceptance.

The bold visuals ran across print and out-of-home (OOH) media, alongside video content featuring Arsenal stars Beth Mead and Leah Williamson. Together, these executions broke taboos and encouraged open conversations about periods in sport.

Corona – “Corona Eclipse”

Award: Silver Lion

Agency: DAVID Miami

Global advertiser Corona demonstrated the power of print as an essential complement to digital activity. For the 2024 Annular Solar Eclipse, the brand created a striking visual combining its signature lime ritual with a rare celestial event: the eclipsed sun forming a lime slice above a Corona bottle.

The ad ran as a full-page placement in GoOutside magazine, reaching nature and outdoor enthusiasts, and was supported by digital activations. “Corona Eclipse” proved how high-quality print can amplify online campaigns while delivering lasting impact in the physical space.

Click here for Part 1 of this series of winning print campaigns at Cannes Lions 2025.