Cannes Lions

Cannes Creative Category Winners Range From Organic Beer to Chicken Thighs and Ecycling

Michelob Ultra’s ‘Contract for Change’ returns to take the Effectiveness Grand Prix

Farmers stand in a field. A caption reads,
AB InBev's 'Contract for Change' helps U.S. farmers go organic by buying their grain for brewing.FCB, AB InBev
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By Kyle O’Brien & Stephen Lepitak

June 22, 2022


Food and beverage companies took three of the four creative awards at the Cannes Lions International Festival of Creativity on Wednesday. AB InBev topped one of the creative categories, while a solution to a chicken wing shortage grabbed another and a zero waste campaign featuring pineapple fibers took a third. Another creative award was given to an ecycling team for prisoners.

Top Honors: Grand Prix winner Creative Effectiveness

FCB, AB InBev

Michelob Ultra helped AB InBev continue its winning ways at Cannes with another Grand Prix, this year for Creative Effectiveness for the continuation of its “Contract for Change” campaign.

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Headshot of Kyle O’Brien

Kyle O’Brien

Kyle O’Brien is a staff reporter for Adweek and editor of AgencySpy.

Headshot of Stephen Lepitak

Stephen Lepitak

Stephen is Adweek's Europe bureau chief based in Glasgow.

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