It’s that time of the year again.
The global creative community is packing its bags and heading to the French Riviera for Cannes Lions 2026.
Here are our Cannes Contenders for the 2026:
NAISTEN LINJA-THE BANNED COLLECTION
There is no better way to use creativity than to solve an impossible problem.
Meta and Microsoft’s EU-wide ban on “political and social issue advertising” has unintentionally silenced organisations trying to protect victims of violence. In Finland, Naisten Linja, a nonprofit supporting women and girls facing abuse, saw its core messages blocked overnight, including “Women have the right to live without violence” and even its own slogan, “For women. Against violence.”
The collection turned into a cultural statement in Finland. It was seen all over Helsinki in everyday contexts. The conversation shifted from censorship to visibility. On LinkedIn, several media industry influencers weighed in, highlighting the campaign as a prime example of rigid legislation and the power held by major players.
Already awarded: The most awarded case in GrandOne competition with 1 Win and 2xHonorary mentions. "Best Interactive Ad Of The Week" (Bestadsontv).
MATKAHUOLTO - MYSTERY TRIPS
Matkahuolto needed to make bus travel more attractive to younger audiences in a category often seen as practical, predictable and low-interest. Instead of just promoting destinations or discounts, we turned the ticket itself into an experience. Mystery Trips let people buy a surprise bus journey without knowing the destination in advance: transforming bus travel into a spontaneous adventure made for sharing.
The idea reframed affordable public transport as something exciting, social and culturally relevant for Gen Z.
Already awarded: 1xVuoden Huiput silver and shortlists in Eurobest & One Show.
BSAG - THE NEW NATIONAL COLORS
After several winters with little to no ice, a realization dawned: the color of the Baltic Sea no longer matches the bright blue depicted on the flag. In many places, the reality is significantly murkier and greener. By altering one of the nation’s most sacred symbols, BSAG moved the conversation from abstract environmentalism to a visceral cultural statement. The message is clear: if our flag is meant to represent our nature, then our nature is in deep trouble.
Already awarded: Shortlist in Vuoden Huiput and Best Print Ad of The Week (bestadsontv.com)
EBIKE CENTER - UPHILLS DID NOT STOP SALES
When the Finnish government proposed removing the tax exemption for company bikes, the e-bike market hit a wall. Sales of electric-assist bicycles fell by 70%, and dozens of bike shops faced the risk of bankruptcy. For Ebike Center, the timing could not have been worse. Warehouses were already full of new bike models, and the entire season was under threat. Instead of fighting the government’s decision, Ebike Center moved fast, took over the media space, and gave people a reason to believe that now was still the right time to buy a company bike. The result: sales grew by 81% during the campaigns, reaching a new record.
Already awarded: Arguably the most effective campaign of the year in Finland. 1XGold Effie and 1xWin in the most effective campaign category in GrandOne.
THE SHORTCUT - IMMIGRATION IS NATIONAL INTEREST
Can facts be the most powerful weapon in advertising?
Campaign was a massive collaborative effort launched in March 2025 to reshape the conversation around migration in Finland. It was born out of a stark necessity: by 2030, Finland is projected to lose approximately 130,000 workers due to an aging population: a demographic shift that puts the very foundation of the Finnish welfare state in question.
Already awarded: Shortlists in Effie Finland and Effie Finland.
