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Show up to @cannes_lions with something smart to say. 

Cannes Lions Contenders is back. Join us on 10 June for a free webinar where we break down the campaigns most likely to win at this year’s Festival.

We’ve spent the past year sifting through thousands of global campaigns to find the standouts. If anyone can spot the 2026 Grand Prix winners early, it’s us. 

You’ll hear from Contagious editorial director Alex Jenkins, editor Chloe Markowicz, and trends editor Katrina Dodd – as they give you the insights to own conversations on the Croisette this summer. 

Tune in on demand anytime on Wednesday 10 June. Register here today. Link in bio.

Painted that wall? Finished that puzzle? Hit that KPI? JC Le Roux says Make a Thing of It.

The South African brand’s latest campaign, created with @tbwahuntlascaris, reframes everyday wins as moments worth celebrating with its sparkling wine.

The campaign features four print and outdoor ads, with corks embedded in scenes of small achievements, turning the product into a symbol of life’s little victories – even ones as minor as cutting your own fringe.

Darno van Dyk, head of wine at @heineken Beverages SA, has previously told us there’s an ‘unspoken rule’ in South Africa tying sparkling wine to major occasions only.

JC Le Roux challenges this by redefining celebration, elevating everyday moments instead.

Beyond merely selling aspiration, it builds desirability through relatable emotional experiences. The cork simply reminds people those moments are worth savouring.

JC Le Roux / @tbwahuntlascaris / South Africa / April 2026

Read the campaign of the week. Link in bio.

Painted that wall? Finished that puzzle? Hit that KPI? JC Le Roux says Make a Thing of It.

The South African brand’s latest campaign, created with @tbwahuntlascaris, reframes everyday wins as moments worth celebrating with its sparkling wine.

The campaign features four print and outdoor ads, with corks embedded in scenes of small achievements, turning the product into a symbol of life’s little victories – even ones as minor as cutting your own fringe.

Darno van Dyk, head of wine at @heineken Beverages SA, has previously told us there’s an ‘unspoken rule’ in South Africa tying sparkling wine to major occasions only.

JC Le Roux challenges this by redefining celebration, elevating everyday moments instead.

Beyond merely selling aspiration, it builds desirability through relatable emotional experiences. The cork simply reminds people those moments are worth savouring.

JC Le Roux / @tbwahuntlascaris / South Africa / April 2026

Read the campaign of the week. Link in bio.

Feeling stuck in the past? You’re not alone.

Episode One of This is Contagious explores the Industrial Nostalgia Complex – and why so many of us, brands included, struggle to live in the present.

Tune in wherever you get your podcasts | Link in bio.

20 years later, and we’ve finally made it.
 
‘This is Contagious’ is now live. Hopefully we’ll make up for lost time.
 
Tune in wherever you get your podcasts | Link in bio.

‘What does it mean to be a Contagious Pioneer?’
 
We asked the agencies who made it on the list this year – the ones who showed up with brave work again and again.
 
Hear from @wearedavid.ny, DDB Group Aotearoa NZ, Auckland (now known as @mccannnewzealand), @gutsaopaulo, @leo.uk.agency, London (part of @publicisgroupeuk) and, listed for the second time in a row, @ps21barna, Madrid.
 
See who else made the cut / Link in bio.
 
It could be your agency on the list next year. Show us your bravest work /  Link in bio.

‘What does it mean to be a Contagious Pioneer?’
 
We asked the agencies who made it on the list this year – the ones who showed up with brave work again and again.
 
Hear from @wearedavid.ny, DDB Group Aotearoa NZ, Auckland (now known as @mccannnewzealand), @gutsaopaulo, @leo.uk.agency, London (part of @publicisgroupeuk) and, listed for the second time in a row, @ps21barna, Madrid.
 
See who else made the cut / Link in bio.
 
It could be your agency on the list next year. Show us your bravest work /  Link in bio.

‘What does it mean to be a Contagious Pioneer?’
 
We asked the agencies who made it on the list this year – the ones who showed up with brave work again and again.
 
Hear from @wearedavid.ny, DDB Group Aotearoa NZ, Auckland (now known as @mccannnewzealand), @gutsaopaulo, @leo.uk.agency, London (part of @publicisgroupeuk) and, listed for the second time in a row, @ps21barna, Madrid.
 
See who else made the cut / Link in bio.
 
It could be your agency on the list next year. Show us your bravest work /  Link in bio.

‘What does it mean to be a Contagious Pioneer?’
 
We asked the agencies who made it on the list this year – the ones who showed up with brave work again and again.
 
Hear from @wearedavid.ny, DDB Group Aotearoa NZ, Auckland (now known as @mccannnewzealand), @gutsaopaulo, @leo.uk.agency, London (part of @publicisgroupeuk) and, listed for the second time in a row, @ps21barna, Madrid.
 
See who else made the cut / Link in bio.
 
It could be your agency on the list next year. Show us your bravest work /  Link in bio.

‘What does it mean to be a Contagious Pioneer?’
 
We asked the agencies who made it on the list this year – the ones who showed up with brave work again and again.
 
Hear from @wearedavid.ny, DDB Group Aotearoa NZ, Auckland (now known as @mccannnewzealand), @gutsaopaulo, @leo.uk.agency, London (part of @publicisgroupeuk) and, listed for the second time in a row, @ps21barna, Madrid.
 
See who else made the cut / Link in bio.
 
It could be your agency on the list next year. Show us your bravest work /  Link in bio.

‘What does it mean to be a Contagious Pioneer?’
 
We asked the agencies who made it on the list this year – the ones who showed up with brave work again and again.
 
Hear from @wearedavid.ny, DDB Group Aotearoa NZ, Auckland (now known as @mccannnewzealand), @gutsaopaulo, @leo.uk.agency, London (part of @publicisgroupeuk) and, listed for the second time in a row, @ps21barna, Madrid.
 
See who else made the cut / Link in bio.
 
It could be your agency on the list next year. Show us your bravest work /  Link in bio.

‘What does it mean to be a Contagious Pioneer?’
 
We asked the agencies who made it on the list this year – the ones who showed up with brave work again and again.
 
Hear from @wearedavid.ny, DDB Group Aotearoa NZ, Auckland (now known as @mccannnewzealand), @gutsaopaulo, @leo.uk.agency, London (part of @publicisgroupeuk) and, listed for the second time in a row, @ps21barna, Madrid.
 
See who else made the cut / Link in bio.
 
It could be your agency on the list next year. Show us your bravest work /  Link in bio.

While brands fight for screen time, KitKat’s killing the signal. 
 
Break Mode, created by @ogilvycolombia, turns KitKat’s wrapper into a reusable phone pouch that works like a sealable Faraday cage – blocking the network.   
 
It was deployed at Macro Fest – one of Panama’s biggest music festivals – plus the Expotech conference and universities around the country. Each pouch lasts up to a year before it needs to be recycled.
 
Last year, demand for phone-free spaces went up by 567%, so the confectionary brand is officially tapping into the cultural moment.
 
After decades of telling us to ‘Have a Break’, KitKat made its tagline something tangible. Break Mode takes it from slogan to physical cue. That’s what happens when brand positioning becomes something people can act on.
 
Read the campaign of the week. Link in bio. 
 
KitKat / @ogilvycolombia / Panama / April 2026

The 2026 Contagious Pioneers have a lot in common.

Redefining the line between ads and reality. Creating spaces in virtual worlds to solve problems in the real one. Even turning seemingly simple products into playgrounds for fresh thinking.

But the main thing? All 11 agencies on our list made their work impossible to ignore.

See the full list / Link in bio

Think your agency should be here next year? The more your campaigns appear on Contagious IQ, the more the industry takes notice.

Submit your work today / Link in bio

The 2026 Contagious Pioneers have a lot in common.

Redefining the line between ads and reality. Creating spaces in virtual worlds to solve problems in the real one. Even turning seemingly simple products into playgrounds for fresh thinking.

But the main thing? All 11 agencies on our list made their work impossible to ignore.

See the full list / Link in bio

Think your agency should be here next year? The more your campaigns appear on Contagious IQ, the more the industry takes notice.

Submit your work today / Link in bio

The 2026 Contagious Pioneers have a lot in common.

Redefining the line between ads and reality. Creating spaces in virtual worlds to solve problems in the real one. Even turning seemingly simple products into playgrounds for fresh thinking.

But the main thing? All 11 agencies on our list made their work impossible to ignore.

See the full list / Link in bio

Think your agency should be here next year? The more your campaigns appear on Contagious IQ, the more the industry takes notice.

Submit your work today / Link in bio

The 2026 Contagious Pioneers have a lot in common.

Redefining the line between ads and reality. Creating spaces in virtual worlds to solve problems in the real one. Even turning seemingly simple products into playgrounds for fresh thinking.

But the main thing? All 11 agencies on our list made their work impossible to ignore.

See the full list / Link in bio

Think your agency should be here next year? The more your campaigns appear on Contagious IQ, the more the industry takes notice.

Submit your work today / Link in bio

The 2026 Contagious Pioneers have a lot in common.

Redefining the line between ads and reality. Creating spaces in virtual worlds to solve problems in the real one. Even turning seemingly simple products into playgrounds for fresh thinking.

But the main thing? All 11 agencies on our list made their work impossible to ignore.

See the full list / Link in bio

Think your agency should be here next year? The more your campaigns appear on Contagious IQ, the more the industry takes notice.

Submit your work today / Link in bio

The 2026 Contagious Pioneers have a lot in common.

Redefining the line between ads and reality. Creating spaces in virtual worlds to solve problems in the real one. Even turning seemingly simple products into playgrounds for fresh thinking.

But the main thing? All 11 agencies on our list made their work impossible to ignore.

See the full list / Link in bio

Think your agency should be here next year? The more your campaigns appear on Contagious IQ, the more the industry takes notice.

Submit your work today / Link in bio

The 2026 Contagious Pioneers have a lot in common.

Redefining the line between ads and reality. Creating spaces in virtual worlds to solve problems in the real one. Even turning seemingly simple products into playgrounds for fresh thinking.

But the main thing? All 11 agencies on our list made their work impossible to ignore.

See the full list / Link in bio

Think your agency should be here next year? The more your campaigns appear on Contagious IQ, the more the industry takes notice.

Submit your work today / Link in bio

The 2026 Contagious Pioneers have a lot in common.

Redefining the line between ads and reality. Creating spaces in virtual worlds to solve problems in the real one. Even turning seemingly simple products into playgrounds for fresh thinking.

But the main thing? All 11 agencies on our list made their work impossible to ignore.

See the full list / Link in bio

Think your agency should be here next year? The more your campaigns appear on Contagious IQ, the more the industry takes notice.

Submit your work today / Link in bio

The 2026 Contagious Pioneers have a lot in common.

Redefining the line between ads and reality. Creating spaces in virtual worlds to solve problems in the real one. Even turning seemingly simple products into playgrounds for fresh thinking.

But the main thing? All 11 agencies on our list made their work impossible to ignore.

See the full list / Link in bio

Think your agency should be here next year? The more your campaigns appear on Contagious IQ, the more the industry takes notice.

Submit your work today / Link in bio

The 2026 Contagious Pioneers have a lot in common.

Redefining the line between ads and reality. Creating spaces in virtual worlds to solve problems in the real one. Even turning seemingly simple products into playgrounds for fresh thinking.

But the main thing? All 11 agencies on our list made their work impossible to ignore.

See the full list / Link in bio

Think your agency should be here next year? The more your campaigns appear on Contagious IQ, the more the industry takes notice.

Submit your work today / Link in bio

The 2026 Contagious Pioneers have a lot in common.

Redefining the line between ads and reality. Creating spaces in virtual worlds to solve problems in the real one. Even turning seemingly simple products into playgrounds for fresh thinking.

But the main thing? All 11 agencies on our list made their work impossible to ignore.

See the full list / Link in bio

Think your agency should be here next year? The more your campaigns appear on Contagious IQ, the more the industry takes notice.

Submit your work today / Link in bio

The 2026 Contagious Pioneers have a lot in common.

Redefining the line between ads and reality. Creating spaces in virtual worlds to solve problems in the real one. Even turning seemingly simple products into playgrounds for fresh thinking.

But the main thing? All 11 agencies on our list made their work impossible to ignore.

See the full list / Link in bio

Think your agency should be here next year? The more your campaigns appear on Contagious IQ, the more the industry takes notice.

Submit your work today / Link in bio

The 2026 Contagious Pioneers have a lot in common.

Redefining the line between ads and reality. Creating spaces in virtual worlds to solve problems in the real one. Even turning seemingly simple products into playgrounds for fresh thinking.

But the main thing? All 11 agencies on our list made their work impossible to ignore.

See the full list / Link in bio

Think your agency should be here next year? The more your campaigns appear on Contagious IQ, the more the industry takes notice.

Submit your work today / Link in bio

What makes a Contagious Pioneer?
 
Is it turning digital entertainment into real rewards? Leaning into uncomfortable truths to prove a point? Skipping the ad-speak jargon to lead a human conversation?
 
What sets all 11 winners apart is the risks they took and the ideas they brought to life. The work that made people sit up and pay attention.
 
Contagious Pioneers 2026 celebrates the campaigns that went beyond the brief and moved the industry forward.
 
Meet this year’s Pioneers. Link in bio.
 
Feeling inspired? Next year’s list could feature your agency’s name. Submit your work to Contagious today. Link in bio.

Presenting the 2026 Contagious Pioneers – the best and bravest agencies on the planet.

You know the ones. They see the same briefs, the same budgets, the same constraints as everyone else, but they do things differently. Making work that catches on, and raises the bar for what’s possible in marketing.

So here’s to this year’s Contagious Pioneers, in alphabetical order:

@wearedavid.ny
DDB NZ, Auckland (now known as @mccannnewzealand NZ)
@gutsaopaulo
@lepub_worldwide, Milan
@leo.uk.agency UK, London
@marcelagency, Paris
@motherlondon
@ogilvysg
@ps21barna, Madrid
@uncommon.creative.studio, London
@wearevccp, London

Meet them here. Link in bio.

Next year’s list could feature your agency’s name. Submit your work to Contagious today. Link in bio.

Hard hats, boots, gloves… sunscreen? @larocheposay’s making the case for a new kind of essential employee equipment.

The skincare brand’s Buoni Sole campaign, created by @betcparis and @havas.milan, reframes sunscreen as a workplace safety measure.

Focused on employers of outdoor workers – those frequently in the sun and at higher risk of skin cancer – the initiative introduces Sun Tickets, subsidising La Roche-Posay products for staff.

Positioning sunscreen as essential for the job means it’s used where it’s needed most. And this approach builds brand familiarity without the advertising – helping maintain La Roche-Posay's premium status while steering clear of feeling discount-driven.

Read the campaign of the week. Link in bio.

@larocheposay / @betcparis / @havas.milan / Italy / April2026

Don’t be jealous of your neighbour’s 65-inch screen – get a discount on a 75-inch one instead.

Ahead of the World Cup, Argentinian retailer @cetrogar and @ogilvy.argentina played into the country’s competitive streak to nudge people towards a TV upgrade.

The Size of Your Envy invited the envious to photograph neighbours’ discarded TV boxes, then instantly offered a personalised discount on a larger model.

By turning a jealous glance into a scavenger hunt, the brand reframed a standard price cut as an earned reward, showing discounts don’t have to feel cheap.

When you gamify the price point, it turns a generic handout into a personal victory – the ultimate home-turf win.

Read the campaign of the week. Link in bio.

@cetrogar / @ogilvy Argentina / Argentina / April 2026

@thinx is adding a touch of magic to its period underwear.

Ahead of the Spring Equinox, the @kccorp owned brand partnered with TikTok witch @lizzieandthebatz to launch the Blood Spell Collection, a line of period underwear infused with playful enchantments – each carrying its own spell for confidence, prosperity, or love.

@gutmiami creative director Meghan Smart told Contagious, ‘To reach Gen Z women – who could not care less about femme-care advertising – we had to break into their algorithms and figure out what actually grabs their attention.’

The product still promises up to 12 hours of leakproof protection. This time, it’s wrapped in something people engage with and assign meaning to, where the blood and witch link lands instantly.

Promoted with TikTok and Meta videos, the #WitchTok-inspired campaign delivered 74 million media impressions and 5 million social impressions.

Read the campaign of the week. Link in bio.

@thinx / @gutmiami / USA / March 2026