Intestine Amsterdam and The Valley joint assertion: “We’re pleased with this Cannes recognition, and nobody does it alone. The Valley, Intestine Amsterdam since 2023, and different companions, alongside the model crew, have all made important contributions. We’re pleased with the broad recognition these joint efforts have obtained and stay up for contributing to the success of this marketing campaign along with all companions concerned.”
Cannes Lions didn’t present remark past the businesses’ statements.
4. Proficient Responds to ‘Nature Shapes Britannia’ Greenwashing Accusations
What occurred: In a Substack submit printed final week titled, “I Fact-Checked This Cannes-Winning Sustainability Campaign. It’s Bullshit,” ex-AMV BBDO artistic director and former Cannes Lions juror Polina Zabrodskaya criticized Outside Silver Lion-winning marketing campaign “Nature Shapes Britannia.”
Within the broadly shared weblog, Zabrodskaya dissected the hole between India-based CPG big Britannia’s successful billboard claims and sustainability metrics from its 302-page annual report.
Bengaluru-headquartered company Proficient developed the work. It supplied a press release to Storyboard 18 saying the marketing campaign was designed to “share with our shoppers that we’re taking deliberate, albeit small steps towards a extra sustainable future.”
Proficient and Britannia joint assertion: The duo pointed shoppers in the direction of Britannia’s Sustainability Report, printed final yr, which gives a “detailed rationalization” for Zabrodskaya’s “noticed improve within the numbers.”
“We stay dedicated to steady enchancment. Annually, as our operations scale, we attempt to be extra aware of the assets we use and the affect we create. Sustainability will not be a vacation spot however a journey, and we’re devoted to creating significant strides alongside the best way,” Proficient and Britannia stated in a press release.
Cannes Lions didn’t present remark past the company’s assertion.
5. FCB India’s Grand Prix Win Scrutinized
What occurred: FCB India picked up the PR Grand Prix at Cannes Lions 2025 for “Fortunate Yatra,” a marketing campaign with Indian Railways that turned practice tickets into lottery entries to discourage fare evasion.
The case movie cited excessive engagement and an enormous public affect. Nevertheless, some critics, together with Naresh Gupta, co-founder of Haryana-based company Bang within the Center, alleged the push ran for under eight weeks and resulted in three claimed prizes.
Gupta told Brand Equity the advert “was discontinued nearly as quickly because it started.”
ADWEEK understands the company had supplied proof to Cannes Lions that counteracts these claims, per a supply with shut data of the matter. The verification features a shopper signature.
