Drink Up, a U.S. nationwide initiative encouraging Americans to drink more water, has now stepped into a “gamification” phase. The campaign, launched in September 2013 by the non-profit The Partnership for a Healthier America (PHA), has involved two New York ad agencies —Y&R and VML—to develop a .. talking fountain that activates when a drinker’s lips touch the water.

Cannes Lions, one of the most respectful events in the advertising and media domain, has unveiled major winners in 18 categories, spanning from traditional Media, Design and Film Lions to Innovation, Product Design, and  Grand Prix for Good Lions. The last category’s winner and contenders as well as trends and niches they stick to are detailed below.