AB InBev's 'Contract for Change' and Spinneys' 'The Bread Exam' Win Cannes PR Grand Prix

Also, 'The Uncensored Library' and Mastercard's 'True Name' earn gold awards

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Cannes’ PR Lions category yielded two very different winners on Tuesday—both of which are aiming for serious change.

During day two of Cannes, AB InBev and Michelob Ultra Pure Gold’s “Contract For Change” and Spinneys’ collaboration with the Lebanese Breast Cancer Foundation, “The Bread Exam,” won the PR Grand Prix.

Top honors: the Grand Prix winners

To help farmers through the three-year transition period to organic crops, Anheuser-Busch’s “Contract for Change” campaign, which launched in collaboration with creative agency FCB in 2020, provided long-term contracts that promised to pay top dollar for transitional and organic crops.



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