FCB Kinnect is at it again, earning another shortlist for ‘Too Yumm To Cheer!’ at the Cannes Lions International Festival of Creativity 2025 under the Brand Experience & Activation Lions category. The campaign created for Too Yumm!, has been recognised in the Breakthrough on a Budget subcategory – spotlighting standout creativity executed with cost-effective ingenuity.
It is worth noting that FCB Kinnect already won a silver metal in the Outdoor category on Monday.
The campaign stands out for transforming budget constraints into a creative edge, delivering a high-impact experience for consumers while keeping the spend lean. Designed out of Mumbai, the activation leveraged hyperlocal insights and a disruptive approach to consumer engagement — resonating with Cannes judges looking for innovative yet frugal executions.
FCB Kinnect’s shortlist places it among global heavyweights in the same category, including:
- ‘Sights of Tomorrow’ by Demner, Merlicek & Bergmann for Letzte Generation Austria (Austria)
- ‘Time to Live’ by The Ministry for Communication & The Arts for the Australian Cancer Research Foundation (Australia)
- ‘Omnilivery’ by Saatchi & Saatchi France for OMNI’s Mobility System for Wheelchair (France)
- ‘More Ball Games’ by Saatchi & Saatchi London for London Sport (UK)
The Brand Experience & Activation category celebrates creative, immersive experiences that connect people with brands through engagement, participation, and innovation — especially those that shape behaviour and perception.
For FCB Kinnect, this Cannes Lions recognition reinforces India’s growing prominence in the global creative arena, especially in delivering high ROI campaigns that blend purpose, agility, and executional brilliance.
Winners will be announced later this week at the awards gala in Cannes.
