In partnership with LinkedIn B2B

Having seen a rise in B2B work winning across the Lions, it’s time it finally had its own spotlight on the global creative stage.

Cannes Lions 2022 will see the launch of the new Creative B2B Lions, supported by the B2B Institute, a LinkedIn Think Tank and strategic thought partner. 

Part of the Engagement Track, these Lions will celebrate game-changing creativity for products and services that are purchased by professionals on behalf of businesses.

According to the B2B Effectiveness Code – developed by WARC, in partnership with LIONS and the LinkedIn B2B Institute, business people are inundated with functional marketing, so a little creativity can go a long way. 

What the jurors are looking for.

Entries will need to demonstrate a blend of short-term tactics and long-term brand building strategies that connect with customers, improve brand health and ultimately drive growth.

A number of criteria will be considered during judging and weighted as follows: 30% creative Idea; 20% strategy; 30% execution; 20% results.

There is no overall limit to how many times the same piece of work can be entered into B2B Lions as long as the categories chosen are relevant.

However, the same piece of work can only enter in either section 'A. Services' or section 'B. Products'.

The Jurors

The new Creative B2B Lions will be judged by a host of jurors at the top of their game with significant B2B expertise. Heading up as Jury President to lead the Creative B2B Lions at the 2022 Awards is Paul Hirsch, President, Chief Creative Officer, Doremus.

Paul says: “For years, B2B has been an often-overlooked part of the industry landscape. But now, with a dedicated award at Cannes Lions, I’m looking forward to flipping that script and giving the talented people and creative companies that create groundbreaking work their due.”

Winning wor

Carbon Calculator

We all know we need to do more for the planet but sometimes, it’s not that simple. Small and medium brands are held back from becoming impact transparent about their products due to complex and costly methods.

Carbon Calculator

Doconomy created The 2030 Calculator - an intuitive carbon footprint calculator that ‘radically simplifies the process of calculating a product's carbon footprint.’ This is a reliable and simple tool for responsible brands to play their part in creating a greener, more sustainable future. Doconomy’s The 2030 Calculator took home the coveted Grand Prix at Cannes Lions Live.

Top of the Crops

We know the planet is in trouble. Ecosystems are being destroyed and climate change is a monumental threat. Barely 1% of U.S. farmland is organic despite the demand for it and it takes three years to make the transition to organic.

ABinBev saw the solution. Contract for Change is a revolutionary agreement between the world’s largest brewer, Anheuser-Busch and American farmers, created to change the future of America’s agriculture and set farmers up for a successful organic transition.

This B2B work not only clinched armfuls of awards including a Grand Prix - but it also changed the world.

Tackling the Big Issue

Since 1991 UK-based charity foundation The Big Issue has tackled homelessness and poverty by offering people the opportunity to earn a legitimate income by selling magazines to the public. When the pandemic hit and the vendors’ usual audience was forced online, the charity and its micro-entrepreneurs faced a fight for survival.


With a business model based on social interaction and busy streets, a solution to recreate the vendor-sales model online was needed – and fast. The Big Issue partnered with creative agency FCB Inferno London and LinkedIn – home to 70% of the vendors’ clientele – to cross-reference workplace locations with the areas where vendors used to sell. They digitally recreated these neighbourhoods, fundamentally shifting the way the charity does business.

A Voyage into the Fantastic

72AndSunny Los Angeles brought the power of imagination to vivid life in ‘Fantastic Voyage’. Using VFX to overlay the “everyday” with the “fantastical”. From butterflies fluttering over a subway floor, to macro settings like a futuristic megacity breaching the clouds – Adobe stirred the imagination of the creative industry by painting a picture of limitless possibilities.


Hyper(local) Markets

In Colombia local, family-owned markets make up 52% of ABInbev’s consumer market share – so when 23% of corner shops closed during quarantine, the drinks giant looked for ways to use its reach to keep shops selling and customers buying.

They worked to digitise every store, in every corner on every block, in every neighbourhood to create a powerful online shop: Tienda Cerca. All customers had to do to get their daily provisions was to share their location and place their order with their local grocer using WhatsApp.


Lighting up Coastal Communities

It’s estimated that 840 million people are currently without access to electricity. Renewable energy startup E-Dina and Wunderman Thompson Colombia joined forces to create WaterLight, a device which converts salt water into electrical power, providing up to 45 days of electricity with just half a litre of seawater.

Allowing essential tasks to be carried out after dark, mobile phones to be charged to connect communities and have access to essential services, the device also represents a clean and free energy option that will allow developing nations to have better economic and social development.