From gaming communities and hidden travel destinations to queer visibility on the runway: our Cannes Lions contenders this year show how brands create cultural relevance today. Not through attention alone, but through genuine participation, a clear point of view, and cultural resonance.
Each of the three cases demonstrates in a very different way how creativity can reach people, activate communities, and translate social topics into pop culture.
Playmobil: The Roblox Unbox
The world’s first product experience – without a product
The world’s first product experience – without a product
With “The Roblox Unbox”, Mediaplus and Playmobil transform the new playmobil Sky Trails set into a fully playable Roblox experience. Players can build their own tracks, test them, and experience them through an immersive first-person perspective, long before they even have the physical product in their hands.
Instead of traditional advertising, the result is a native community experience that embraces the logic and language of the platform and becomes truly relevant for Generation Alpha because of it.
Austria Tourism: NON-DISCLOSURE AUSTRIA
The first country that makes tourists sign an NDA
With “NON-DISCLOSURE AUSTRIA”, WienNord Serviceplan turns Austria into the first country to make tourists sign an NDA. Instead of putting the country’s most beautiful places on full display, landscapes are blurred, information is bleeped out, and visitors are encouraged not to share their insider tips with the entire world after their trip.
The result is a tourism campaign that becomes a statement against overtourism and for a new way of travelling.
Grindr: I WOOL SURVIVE
The gayest fashion show ever
With “I WOOL SURVIVE”, Serviceplan Cologne and Grindr, together with Rainbow Wool, People’s Revolution and designer Michael Schmidt, create the world’s first fashion show made from the wool of gay sheep.
Presented on a New York runway, the collection drew on historic queer archetypes and turned Pride and queer visibility into a cultural experience.
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About Serviceplan Group
Serviceplan Group SE & Co. KG is Europe’s largest owner-managed agency group (Source: W&V / GWA 2025). Founded in Munich in 1970, it now employs over 6,500 people at more than 40 locations in 24 countries. In the 2024/2025 fiscal year, the group generated fee revenue of €866 million, representing a 6% increase over the previous year and significantly exceeding the market average.
At the core of the business model is the internationally established House of Communication model, which fully integrates strategy, creation, media, data and technology under one roof and has been rolled out worldwide. 62% of clients receive integrated, cross-group support, enabling consistent execution across the entire marketing value chain.
The Serviceplan Group’s performance has been validated externally on numerous occasions: 19 Cannes Lions (2025) as well as awards for Independent Network of the Year and Independent Agency of the Year. Further recognition includes top placements at D&AD, ADC, Clio, Webby, and Eurobest, as well as leading positions in national and international agency and media rankings. Ad Age ranks the Serviceplan Group among the 15 largest agency groups worldwide. Furthermore, a client satisfaction rate of 87%, achieved for the third consecutive year in 2025 and based on the annual, independent survey of 2,761 clients, confirms the group’s high performance.