Apple and CALM Each Take a Cannes Lions Film Grand Prix, Honoring Both Humor and Purpose

Two ads with quite different tones and missions won the top prizes in Film Lions

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CANNES, France—Tech giant Apple and U.K. nonprofit Campaign Against Living Miserably (CALM) each won a coveted Film Grand Prix at Cannes Lions today. 

Film Lions is one of the few categories at Cannes allowed to award two Grand Prix. This year, the jury recognized two very different campaigns: a comedy short promoting a product and a moving film tackling suicide prevention.

The first, for the iPhone 14, is not the Apple ad that many Cannes delegates predicted would dominate the film category, “The Greatest” (though



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