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LVMH | THE PARTNERSHIP THAT CHANGED EVERYTHING | 2025
The Olympics doesn't let brands put logos in the competition areas. LVMH paid 150 million euros, and instead of placing a logo anywhere, it chose to become the Games themselves.
RENAULT | UN.PATENT | 2025
Renault opened up its patent for extinguishing electric vehicle fires for free, even to rival manufacturers. Instead of locking the technology away, as companies usually do, they let the whole thing go.
PARIS 2024 | Olympic Games Opening Ceremony | 2025
No stadium for the opening ceremony. Instead, the stage was 6 kilometers of the Seine River. On 7/26/2024, the athletes traveled down the river on 160 boats. 300,000 people stood along the banks, and 1.5 billion were watching on TV.
L’OREAL | THE FINAL COPY OF ILON SPECHT | 2025
A 17-minute documentary that changes a life. Or, to be precise, it's an experience of watching a life that already *was* changed, forever. In 1971, a 23-year-old copywriter wrote four words that are still used around the world more than 50 years later. A film recording the words she spoke at the very end of her life just won the Grand Prix in the Film category at Cannes Lions 2025. This is a story about advertising. And it isn't. It's a story about a human being.
RENAULT | PLUG-INN | 2023
Is it an ad, or is it a business? Renault's "PLUG-INN" came to smash that whole line apart. It took the Grand Prix in the Creative Strategy category at Cannes Lions 2023.
MEMORIAL SLOAN KETTERING CANCER CENTER | Working with Cancer | 2023
We're living in an age where one in two people will be diagnosed with cancer in their lifetime. But what's truly frightening might not be the disease itself—it's being found out at work. The fear of losing your job gets tangled up with the fear of losing your life.
BACK MARKET | HACK MARKET | 2022
Inside an Apple Store, using AirDrop, sending a message to someone about to buy an Apple product: "You can get that cheaper at our place." It's a little crazy (in the best way).
WOMEN IN GAMES | GENDER SWAP | 2022
Male heroes swinging their hips, dancing seductively, striking provocative poses. Taking the movements that have long been treated as "normal" for female characters in games and transplanting them directly onto male characters suddenly makes them feel deeply strange.
CARREFOUR | ACT FOR FOOD | 2020
A supermarket broke the law, and ended up changing the law. And for that, it won the Grand Prix at Cannes. This is what it looks like when an ad actually moves society.
Canal+ | Never underestimate the power of a great story | 2020
A long, long setup leading to one big, bold payoff — it feels so satisfying.
FONDATION DE FRANCE | BEE_INFLUENCER | 2020
I always thought influencers were a human thing. Turns out I was wrong. A bee smaller than an inch gathered 280,000 followers on Instagram and poured the ad money straight into saving her own species. This really happened.
LACOSTE | CROCODILE INSIDE | 2020
Two people are fighting. Their words get so fierce that the building actually splits in two. In the end, she leaps over the rubble to come back to him. Honestly, this feels like a movie.
L’OREAL | THE NON-ISSUE | 2019
Both the beauty industry and fashion magazines have long acted as if women over 50 simply didn't exist. L'Oréal Paris and British Vogue set out to fill that gap.
PURINA | STREET-VET | 2019
Make a sign that dogs can't resist peeing on, then use that pee to check their health. Sounds absurd written out, but it actually makes perfect sense.
CARREFOUR | Black Supermarket | 2018
This isn't a supermarket ad. It's a lesson in how to pick a fight with the law.
THE BLAZE | TERRITORY | 2017
In the first 30 seconds, a man just keeps crying. He tries to hold back the tears, but they spill over, his family wraps him in a hug, and he can't stop anymore. This five-minute music video, built from just 22 shots, won the Grand Prix in the Film Craft category at Cannes Lions 2017.
ADDICT AIDE | LIKE MY ADDICTION | 2017
A chic Parisian woman gathered followers in just a few weeks. Travel, parties, boats — nobody noticed, but there was alcohol in every single photo.
Brother | Next time label it | 2017
This is the over-the-top "what if you didn't have it" style of ad: show what happens without labels. You can tell where the chaos is headed the moment it starts, but it's still a lot of fun to watch.
Marc Dorcel | #HandsOff | 2015
If you want to watch porn, keep both hands on the keyboard. I had to laugh at that one. A porn site telling you not to let go of the keyboard — that twisted, mischievous logic is just perfect.
IBM | People For Smarter Cities | 2013
A billboard becomes a bench. A roof. A ramp. Why does something so simple move us this much?
LA REDOUTE | THE NAKED MAN | 2012
On January 4, 2012, French fashion retailer La Redoute posted a photo of kids' clothing that happened to have a fully naked man in the background. People instantly branded it an "epic PR fail" and it spread like wildfire. So what did the agency do? Not apologize — they planted more weird photos all over the site and turned it into a game. This completely backwards decision ended up winning a Gold Lion at Cannes.
CANAL+ | THE BEAR | 2012
A bearskin rug lying on a living room floor becomes a Hollywood film director. It sounds ridiculous written out like that, but this became the most awarded ad in Gunn Report history in 2012.
OFFF INTERNATIONAL FESTIVAL | 2010 OPEN TITLES | 2011
Fragments of living creatures mix together, and new species are born. In a strange space that's neither underwater nor airborne, mechanical elements and organic textures intertwine as the names of 45 speakers rise into view. It's an unforgettable piece of film that marked the debut of The Mill NY's design department.
AIDES | GRAFFITI | 2010
The hero of this ad is a single graffiti penis scrawled on a bathroom wall. An ad with genitals as the main character isn't something you see every day.
L’EQUIPE | CHILD | 2005
In 2005, the French sports newspaper L'Equipe put out an ad with a child as its star. The title was simply "CHILD." This piece, made by DDB Paris, is known for one thing for certain: it won a GOLD award.
AIDES | VIBRATORS | 2005
From France in 2005 comes a 3-minute-46-second animated film. A girl grows into a woman, meets man after man, uses a condom each time, goes through heartbreak after heartbreak, and at the edge of despair, finally meets the one. The title is "VIBRATORS," the song used is "Baby Baby" by The Vibrators, and the message is: "Live Long Enough to Find the Right One."
FRANCE TELECOM | CUSTOMS | 1999
An ad made by France Telecom ahead of the 1998 World Cup. Set at a border customs checkpoint, it follows officers smuggling a soccer ball, with a "Goal!" ringing out over the phone. Football gets people talking.
EPSON | LE LANCEUR DE COUTEAUX | 1996
1996, France. A blindfolded man throws knives. What guides his hand is absolute trust in EPSON's printer technology.
PERRIER | LE LION ET LA LIONNE | 1991
This film won the Grand Prix at Cannes in 1991, and it's still the only French film ever to win the Film Grand Prix. 28 years later, it's remembered by one in two French people, and in 2019 it was voted the greatest ad of all time by the magazine Stratégies. That's how far a water ad can go.
APPLE | L'HÉRITIER | 1989
In the back seat of a Rolls Royce, a father tells his son: "The people who work for you aren't there to think. They're there to do as they're told." Cold words. And that discomfort was exactly the trap.
CACHEREL | LES VELOS | 1979
France, 1979. This ad won the GRAND PRIX. I actually don't know anything else about it. But I think that's alright.
DARTY | JOURNEE BIEN REMPLIE | 1977
In 1977, French electronics retailer DARTY won GOLD — that's the only record that quietly remains today. Almost no explanation of what the ad actually contained can be found.
LUSTUCRU | LA PREUVE PAR L'OEUF | 1964
France, 1964. The pasta brand LUSTUCRU released an ad titled "Proof by the egg." Instead of just saying their pasta used fresh eggs, they set out to show it honestly, and with humor, through film.
MAGGI | OPÉRA BŒUF | 1957
1957. This is a MAGGI pot-au-feu ad where cattle sing and dance in the style of an opéra bouffe (comic opera). The moment I saw the title, I tilted my head and thought, "Beef opera?"—but once I watched the video, it all made sense. For an ad of its time, this is wildly bold.
VINS DU POSTILLON | SERIE ROUGE | 1955
In 1955, this French brand became the very first winner of the Grand Prix at the Cannes International Advertising Festival. The first glory of its kind. And yet, almost no details about it remain.