With 63 entries, the Media Lions were the second-most popular for Canadian agencies this year, and it has resulted in four shortlist spots.

Rethink and media agency Carat teamed up for a pair of shortlist spots. One was another nomination for Heinz Ketchup’s “Draw Ketchup,” which has already received some recognition at this year’s festival.

The other was for IKEA’s “The Cristiano Bottle.” When soccer star Cristiano Ronaldo pushed bottles of Coca-Cola aside and requested water during a press conference, an impromptu campaign was launched with IKEA’s Korken reusable glass bottle, renaming it “Cristiano” and proclaiming it was for “water only.”

Zulu Alpha Kilo also earned a Media nomination for Harry Rosen’s “Green Screen Shirt,” an effort to help dads stay up-to-date on fashion during their Zoom calls.

DonerNorth earned its first shortlist spot of 2022 for Interval House’s “Bruised Fruit,” which turned stickers on bruised produce into educational resources about domestic violence during COVID-19 lockdowns.

In an effort to recognize how the scope of “media” has changed when it comes to creativity, the description of the Media Lions was updated for this year’s festival to make it more clear that creative media ideas are being awarded, with similar updates made throughout the categories.

The Media Lions, along with awards in five other categories, with be awarded during a gala on Thursday. Full coverage of the other categories at Cannes Lions can be found on strategy.

Media (4)

DonerNorth

Interval House, “Bruised Fruit”
Best Use of Ambient Media: Small scale

Partners: CJ Graphics, Married to Giants, Wingman VFX, Jumpstart Communications

Rethink

IKEA, “The Cristiano Bottle”
Breakthrough on a Budget

Partners: Carat Toronto

Heinz Ketchup (Kraft Heinz), “Draw Ketchup”
Food & Drink

Partners: Carat Toronto, Starcom Chicago, Salt XC, The Colony Project, Vapor Music Group, R+D Productions

Zulu Alpha Kilo

Harry Rosen, “Green Screen Shirt”
Retail

Partners: Zulubot