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FP7 McCann Dubai, Ogilvy Singapore rule Asia and Middle East’s Brand Experience & Activation shortlist at Cannes Lions 2026

As the world’s leading celebration of creativity, Cannes Lions continues to spotlight breakthrough ideas that redefine how brands connect with audiences across culture, commerce, and everyday experiences.

This year’s Brand Experience & Activation shortlist once again underscores how Asia and the Middle East are pushing participation-driven creativity forward, with work that transforms systems, spaces, and services into dynamic brand platforms.

The region’s creative momentum is reflected in a strong and varied lineup of agencies from Singapore, India, Thailand, and the United Arab Emirates, all producing ideas that go beyond conventional activation to create experiences that actively influence behaviour.

FP7 McCann Dubai emerges as a key standout with a strong presence across multiple categories, led by “Step Buy Step” for IKEA Alsulaimer Furniture, which also spans Live Brand Experience and Social Behaviour, alongside “Spots for Shops” for Parkin Parking Spots, both demonstrating how everyday journeys and urban touchpoints can be reimagined as interactive brand ecosystems.

VML maintains its strong showing with two very different yet equally impactful ideas, while Ogilvy Singapore further highlights the region’s creative depth with multiple shortlistings, including “Vaseline Verified” for Vaseline, reinforcing its strength in building trust-led, system-based brand experiences.

Brand Experience & Activation

Consumer Goods

  • “Art’s Missing Period” by DAVID London / Ogilvy Singapore for Kotex (United Kingdom / Singapore)

Healthcare

  • “Vaseline Verified” by Ogilvy Singapore for Vaseline (Singapore)

Retail Promotions & Competitions

  • “Step Buy Step” by FP7 McCann Dubai for IKEA Alsulaimer Furniture (United Arab Emirates)

Customer Acquisition & Retention

  • “The Sloowest Vending Machine In The World” by VML Gurgaon / VML Amsterdam for KitKat (India / Netherlands)

Live Brand Experience or Activation

  • “Step Buy Step” by FP7 McCann Dubai for IKEA Alsulaimer Furniture (United Arab Emirates)

Guerrilla Marketing & Stunts

  • “Dalah’s Spoiler Billboard” by VML Bangkok for Netflix (Thailand)

Local Brand

  • “Spots For Shops” by FP7 McCann for Parkin Parking Spots (United Arab Emirates)
  • “Seeds For Gaza” by Careem Dubai for Careem (United Arab Emirates)

Challenger Brand

  • “A.I Irresponsibly” by BLKJ Havas for Brewlander Beer (Singapore)

Single-Market Campaign

  • “Vaseline And The Real Nigerian Prince” by Leo Singapore for Vaseline Body Oil (Singapore)

Social Behaviour

  • “Step Buy Step” by FP7 McCann for IKEA Alsulaimer Furniture (United Arab Emirates)
  • “Spots For Shops” by FP7 McCannfor Parkin Parking Spots (United Arab Emirates)
  • “Vaseline Verified” by Ogilvy Singapore for Vaseline (Singapore)

Corporate Purpose & Social Responsibility

  • “Missing Letters of Worth”  by FP7 McCann for L’Oréal Paris Beauty (United Arab Emirates)

Cultural Engagement

  • “Missing Letters of Worth”  by FP7 McCann for L’Oréal Paris Beauty (United Arab Emirates)
  • “The Coolest Ihram” by Landor Dubai for Saudia (United Arab Emirates)

The Cannes Lions International Festival of Creativity takes place from June 22 to 26 in Cannes, France. Check out the complete Brand Experience & Activation shortlist.

Check out adobo Magazine for the latest Cannes Lions 2026 winners, highlights, and breaking festival coverage direct from Cannes.

The post FP7 McCann Dubai, Ogilvy Singapore rule Asia and Middle East’s Brand Experience & Activation shortlist at Cannes Lions 2026 appeared first on adobo Magazine Online.


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