MSL brought home one Gold, two Silver, four Bronze Lions and 18 shortlists across categories — a celebration of bold ideas, cultural resonance and next-level creativity.
🥉 KitchenAid “Love the Racks”
Bronze Entertainment Lions for Music – Use of Original Composition
A real five-star dishwasher review became a love song — lyrics and all. The original track drove KitchenAid’s highest-ever engagement rates.
🥉 Special K “Baz Box”
Bronze PR Lions – Real Time Response
In five days, we reimagined the cereal box — putting a pregnant woman on the front for the first time. The campaign went viral, sparked authentic conversation, and broke decades of outdated norms.
🥇🥈🥉🥉 Tide “Collateral Stain Stories”
- Gold Entertainment Lions – Brand Partnerships, Sponsorships & Collaborations
- Silver Social & Creator Lions – Brand Storytelling
- Bronze Entertainment Lions – 360 Integrated Brand Experience
- Bronze Social & Creator Lions – Content Placement
Shortlists:
- Entertainment Lions – Live Entertainment
- Entertainment Lions – Innovation in Branded Content
- Brand Experience & Activation Lions – Sponsorship & Brand Partnership
- Social & Creator Lions – Consumer Goods
- Social & Creator Lions – Multi-Platform Social Campaign
Tide tapped into the Marvel Universe to tell the untold stories of the everyday people cleaning up superhero messes. Delivered natively on TikTok, the campaign transformed background characters into passionate, unexpected influencers — and racked up major fan love.
🦁 Jif (The J.M. Smucker Company) “The Merger America Craved”
Shortlist: Film Lions – Consumer Goods
🦁 Mattie’s Place “Pet-ition”
Shortlist:
- PR Lions – Brand Voice & Strategic Storytelling
- PR Lions – Not-for-Profit / Charity / Government
- PR Lions – Innovative Use of Influencers/Creators
🦁 Melanin Gamers “The Toxicity Rating”
Shortlist: Entertainment Lions for Gaming – Diversity & Inclusion in Gaming
🦁 Puma “For the Runner’s High”
Shortlist: Film Lions – Consumer Goods
Merci beaucoup to our incredible partners for making work that breaks through.