Brazil Emerges as LATAM Standout with 27 Lions So Far in Cannes

Just two days into Cannes Lions 2026, Latin American campaigns have already brought home 47 statues to the region. And as it stands, over half of them come out of Brazil.

The nation’s creative teams have won 27 Lions so far, including a Grand Prix in the Outdoor category for Mercado Livre’s ‘Field Barcode’ project. Created by GUT Sao Paulo, the work also earned a Bronze in Outdoor.

Speaking in a press conference earlier this week, the Outdoor jury president, Aaron Starkman, global CCO at Rethink, said that the project transcended standard metrics. "There are all these case studies that we use these days with stuff about sales and this and that, but at the end of the day, the thing that gets everybody excited is the idea, that one image where you go, ‘Whoa’... It's not a moment,” he added, “it's a whoa-ment."

Two of Brazil’s Gold Lions have also come from the Outdoor category, for LePub’s ‘Could Have Been Heineken’ and VML’s ‘The Last Coke in the Desert’, both of which were created in collaboration with other international agencies within their respective networks. The three other Golds included an Audio & Radio win for Africa Creative and Abradee’s ‘Searching for Birds on Wires’, a Health & Wellness win for Publicis Brasil and Grupo Pulsa’s ‘Donate to Play’, and a Gold in Design for ‘Dancebook Brasil’, created by Lovely Sao Paulo for Bradesco.

LePub’s Gold-winning Heineken work also took home a Silver in Audio & Radio, while Publicis Brasil’s ‘Donate to Play’ doubled its Health & Wellness wins with a Silver, before adding a second Silver in the category for the agency’s Opella work, ‘The Paid Relief’.

^{Above: 'Last Coke in the Desert' -- VML}

Other Brazilian agencies taking home silverware include Droga5 Sao Paulo, for its SOS Oceano campaign in the Print & Publishing category, as well as AlmapBBDO, also in Print & Publishing, for ‘Uncovering Racism’ with Sport Club Corinthians Paulista. ArtPlan, who last year won the Grand Prix in Industry Craft for its 'Nigrum Corpus' campaign, reappeared in the category this year with a Silver for its ‘Amazônia Alive’ book for Vale Sa.

However, the biggest winner of Silver Lions from Brazil was the ‘Amazonia’ work for Embratur and Rai, submitted by FutureBrand Sao Paulo. The campaign earned three Silvers, one in Industry Craft, one in Design, and another in Digital Craft. This brings the country’s Silver Lions total thus far to nine.

And finally, Brazilian projects have already won 12 Bronze Lions. Of the aforementioned work, ‘Field Barcode’ also won a Bronze in Outdoor, and ‘Dancebook Brasil’ in Industry Craft. Meanwhile, in Health & Wellness, AlmapBBDO’s ‘Pedigree Caramelo’ also earned a Lion, as did LePub’s ‘Socialising Billboards’ in the Outdoor category, and VML’s ‘Pedro/Maria’ film for Coke in the Industry Craft category.

^{Above: 'Dancebook Brasil' -- Lovely Sao Paulo}

Another Coca-Cola project, ‘Racing / Club / Vamos’, created by a partnership of global WPP agencies including VML Sao Paulo, also earned an Industry Craft Bronze. And in Film Craft, AlmapBBDO’s ‘Departures’ for O Boticário also won a Bronze. In fact, AlmapBBDO has also won three other Bronzes; in Entertainment and Entertainment for Sport for its ‘Triangle Theory’ Doritos work, and in Digital Craft for its other O Boticário campaign, ‘Code Her’.

The final two Bronzes have been earned by Africa Creative, for its Brahma ‘R2R’ project in the Entertainment for Gaming category, and Drum Brasil for its part in OMO’s ‘Dirt Is Glory Dirt Is Good’ campaign, in the Entertainment for Sport category.

It’s a very strong start to the festival for Brazil, and LATAM as a whole, carrying on from a momentous 2025 when Brazil was named as the inaugural Creative Country of the Year for Cannes Lions. The annual accolade recognises a nation's enduring commitment to creativity that drives progress and growth, something that’s being reflected this year in the trophy haul already brought home by the country’s creatives.

Just two days in, does the awards show have more in store for the Brazilian creative community to samba about? We’ll be keeping a close eye on the results!