Group 1: Core Insights - The Cannes International Festival of Creativity concluded, featuring various award categories such as Classic Award, Craft Award, Engagement Award, Entertainment Award, Experience Award, Good Award, and Health Award [1] - Morketing selected six award-winning cases, including KitKat's "Phone Break" and Budweiser's "One Second Ads" in the Classic Award category, as well as IONIQ's "Night Fishing" and Mercado Livre's "Call of Discounts" in the Entertainment Award category, and Vaseline's "Vaseline Verified" and the New Zealand Herpes Foundation's "The Best Place In The World To Have Herpes" in the Health Award category [1][9] Group 2: Classic Award Highlights - KitKat's "Phone Break" won the Outdoor Lion Grand Prix, using simple content to capture user attention by replacing phones with KitKat bars in various public settings, emphasizing the brand's message of taking a break [2][5] - Budweiser's "One Second Ads" won the Radio Lion Grand Prix, utilizing a one-second ad format featuring recognizable song snippets, effectively engaging target audiences and creating a sense of community through social media challenges [6][8] Group 3: Entertainment Award Highlights - IONIQ's "Night Fishing" won the Entertainment Lion Grand Prix, employing a cinematic storytelling approach to integrate the brand into an engaging narrative, successfully changing perceptions of the IONIQ brand [10][13] - Mercado Livre's "Call of Discounts" won the Game Entertainment Lion Grand Prix, gamifying the advertising experience by linking gameplay with real product discounts, thus enhancing user engagement and reducing ad annoyance [14][16] Group 4: Health Award Highlights - Vaseline's "Vaseline Verified" won the Health Lion Grand Prix, addressing user-generated content around unconventional uses of the product by validating effective uses and warning against harmful ones, thereby enhancing brand credibility [17][19] - The New Zealand Herpes Foundation's "The Best Place In The World To Have Herpes" won the Health Public Lion Grand Prix, using humor to destigmatize herpes and encourage open discussions, while promoting collective participation through a challenge [20][22][24] Group 5: Overall Conclusion - The six award-winning cases demonstrate the importance of connecting with consumers, reducing ad disruption, and creating deeper links with users, emphasizing a human-centered approach in advertising [25][26]