TBWA's 2026 Cannes Contenders

Apple - A Critter Carol

​ Apple built an entire holiday film in a handcrafted woodland world: puppets, sets, wooden type, all made by hand. The iPhone 17 Pro was woven in as the actual shooting tool, not a product shot.

Apple - Apple TV Rebrand

To help Apple TV receive greater recognition for its award-winning content, TBWA\Media Arts Lab developed a bold new brand identity, simplifying the platform name and introducing a distinctive visual and sonic system.

Columbia Sportswear - Expedition Impossible

Columbia invited the world to prove the Earth is flat - and win money. Launched by CEO Tim Boyle on live television and amplified across The New York Times, social platforms, and physical placements, the campaign turned conspiracy into participatory brand experience.

Columbia Sportswear - Death Wishes

To demonstrate the durability of Columbia Sportswear gear in an unexpected way, adam&eve\TBWA created a limited-edition jacket featuring a legally binding Will & Testament stitched into its lining. Brought to life with the Grim Reaper as spokesperson, the campaign transformed a product claim into a culturally relevant idea that reinforced Columbia's "Engineered For Whatever" platform.

Columbia Sportswear - Engineered for Whatever

To help Columbia Sportswear stand out in a crowded outdoor category, adam&eve\TBWA launched Engineered For Whatever, a new global brand platform celebrating the unpredictable and often unpleasant realities of the outdoors. By embracing the chaos of nature rather than idealising it, the campaign reintroduced Columbia's distinctive irreverent voice while reinforcing the reliability and durability of its products.

Tokyo Deaflympics - Cheer Signs

To address extremely low awareness of the Deaflympics and the lack of inclusive cheering for deaf athletes, TBWA\Hakuhodo created Cheer Signs—the world’s first sign language system designed specifically for sports cheering. Co-created with the Deaf community, it transformed applause and chants into shared visual gestures, enabling both deaf and hearing audiences to support athletes together and helping turn the Deaflympics into a widely recognised cultural movement.

De’Longhi - De’Longhi Computer

To avoid new U.S. tariffs on coffee machines, LOLA Madrid reframed De’Longhi products as “computers,” using the technical definition of a computer as a data-processing machine.

Levi's - Backstory

To break through the Super Bowl’s most crowded advertising moment and reinforce Levi’s cultural relevance, TBWA\Chiat\Day LA created Backstory, a distinctive film that showcased icons and everyday people entirely from the waist down, keeping Levi’s denim as the hero. By removing faces and status cues, the campaign unified celebrities and everyday wearers on equal footing, celebrating the brand’s role as a cultural constant worn by “Originals” who shape culture

Apple - No Frame Missed

Today, more than 10 million people are living with Parkinson's globally. For many people with hand tremors the simple act of filming is nearly impossible. Simple moments become unreachable.

No Frame Missed revealed an unexpected truth: that Action Mode — an existing iPhone feature designed for video stabilization — could help people with Parkinson's film their own memories again.

Brett, Ellen, Bettie, and Marie captured their own footage despite hand tremors using iPhone’s Action Mode.

Apple - Great Idea's Start Here

Apple unveils a new global brand platform for Mac celebrating that great ideas start from a blank page. The campaign is a tribute to possibility, to that first moment of inspiration, and to the Mac as the tool that helps bring it all to life.

The late Jane Goodall became the voice of this next chapter for the brand. Not just because she was in ‘Think Different’, but because she was someone who had big ideas and ambition, who made her dent in the world. This was a campaign that both celebrated what has been accomplished on Mac, and encouraged a new generation to keep chasing great ideas.

Apple - HVL by MCK

MCK was Vietnam’s hottest artist in 2023. When he suddenly disappeared, fans coined his absence “MCK Famine”. In 2026, Apple turned famine into feast by launching ‘HVL,’ a first-of-its-kind 360° album trailer. Packed with hidden MCK content, designed for fans to hunt, the interactive film sent fans to explore and share. Built around MCK’s symbolic number ’23’, Apple hid 23 cryptic clues in set designs and reimagined overlooked YouTube features into engagement hacks to unlock exclusive MCK content.

By pushing both production and platform use, ‘HVL’ turned passive viewing into active participation, where fans don’t just watch the story, they become part of it.