A battle for customers’ love and wallets between global stalwart brands and nimble tech-savvy challengers gets a new spin: the latter arrange funding programs for the former to fuel innovation culture in their organizations and get a fresher vision. Instead, startups get access to knowledge, financial support and customer base of global corporations: a win-win situation. 

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.

Usually, the popping of champagne bottles marks the end of the world cup of advertising—the Cannes Lions International Festival of Creativity—where this year more than 35,765 entries from 92 countries competed to bring home one of the much-coveted Lion trophies. But perhaps it should have been sirens that signaled the end of this year’s commercial power struggle—a signal of distress.

As the 60th Cannes Lions Festival of Creativity has entered its second day after the opening this Sunday, June 16th,  the shortlists in five more categories (Creative Effectiveness, Media, Mobile, Outdoor, PR and Press) have been revealed today, following the announcement of the shortlisted finalists in the Direct, Innovation and Promo & Activation categories. The first winners are to be named tomorrow, on Tuesday, June 18th.