Cannes Lions Special: From a deli built out of Reddit threads to a KitKat heist.
This weeks most memorable.
This week's Most Memorable comes with a Cannes Lions 2026 twist. From three Grand Prix winners to the bits we loved on the ground at the Croisette.
01 — Activation
Reddit built a two-storey deli on the Croisette, stocked entirely with itself. Tins with real threads printed on the back, sandwiches you order by your interests, whole shelves of the busiest subreddits to scan and dive into. Completely committed to the joke, and all the better for it. The kind of thing that makes you smile and quietly wish you'd got there first.
02 — Campaign (Grand Prix winner)
Heineken found a village losing its last pub and filmed the 26 locals who clubbed together, bought it back, and started pulling the pints themselves. No actors, no gloss, just a beer brand that actually cares about the rooms people drink in. Took the Creative Strategy Grand Prix, and honestly, good.
03 — Podcast
Recorded live from Cannes, and the day-three one's the pick, Adam Morgan and Jon Evans on the power of surprise. Their argument, that we treat it as a garnish when it's really the main ingredient, has stuck with us since. Worth half an hour of anyone's commute.
Check out the rest from Cannes and more here.
04 — PR (Grand Prix winner)
Someone made off with 12 tonnes of KitKat before Easter. Rather than hush it up, KitKat let you tap in your bar's batch code to find out if you were holding stolen goods. A real robbery, turned into a game half the internet wanted a go on. We loved it when it landed earlier in the year, and Cannes clearly did too.
05 — Campaign (Grand Prix winner)
The Ordinary sent a dystopian classroom back to school to learn the 49 elements of the "Periodic Fable", pore-less, medical grade, fat freezing, all the made-up science the beauty aisle sells as fact. A brand taking the mick out of its own category's nonsense, which is exactly where it's always stood. Funny, sharp, deserved.
What would make your brand memorable?
That's exactly what our programmes are built to answer, from creating cultural fame to full brand renovation. Start with the Memorability Advantage and find out where yours stands.
